©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. CHAPTER 6 DISPLAY ADVERTISING AND OTHER CUSTOMER ACQUISITION TECHNIQUES

©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. 2 What Do We Mean by Customer Acquisition? “Getting a New Customer” No Single Operational Definition That Fits All Situations

©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. TOOLS FOR ACQUISITION - & MORE 3

©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. USING THE TOOLS Most Tools Better for One Objective Search for Acquisition for Retention Choice of Tools Depends on Specific Campaign Objectives No One Tool Works in Isolation Integrated Communications Online and Offline 4

©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. TYPES OF ONLINE ADVERTISING Display (Banner) Ads Search Ads Ads on Social and Mobile Networks 5

©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. ONLINE ADVERTISING GROWING ABSOLUTE AMOUNT, % OF MARKETING BUDGETS 6

©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. ‘TRADITIONAL’ CHANNELS DOMINATE NEW CHANNELS GAINING 7

©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. CREATIVE BEST PRACTICES IMPORTANT 8

©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. SOME CREATIVE BEST PRACTICES KISS Simple, Easy to Understand Identify Brand Early Make Brand Promise Early 9 Never Let ‘Creativity’ Trump Brand Message

©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. DISPLAY (BANNER) ADVERTISING VS. SEARCH 10

©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. WHY ARE STANDARD FORMATS NECESSARY? 11

©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. DIRECT RESPONSE GROWING FASTER? 12

©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. DIRECT RESPONSE ADS TRUMPING BRAND (CHAPTER 5) Bain/IAB Study Marketers “Disappointed” in Branding Use Wang/Adobe Study Interactive Ads in Digital Edition Better Martha Stewart Expects Advertisers to Love Digital Edition 13

©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. PROTOTYPES OF “RISING STARS” FORMATS 14

©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. AD SERVING ESSENTIAL ON INTERNET 15

©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. TARGETING ALSO ESSENTIAL 16 Internet Allows for Precision Targeting Of Audiences, Large and Small

©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. MANY TYPES OF TARGETING 17

©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. 18 Which Type of Targeting Is Best? All Types of Targeting Have their Uses. Behavioral Targeting > What People Actually Doing. If Available, Generally the Best Option.

©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. TYPES OF BEHAVIORAL TARGETING Listed By Degree of Difficulty Targeting Identified Users Targeting Unidentified Users Tagging/Cookies Permits Tracking Actual Behavior Targeting with Predictive Models Sophisticated Models to Predict Behavior Specialized Databases > Specific Behaviors 19

©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. BEHAVIORAL TARGETING UNIDENTIFIED USERS 20

©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. ONE OF MANY AD NETWORKS 21

©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. SUCCESSFUL BLOGS > BUILT-IN TARGET AUDIENCE 22

©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. 23 Social Networks Offer Highly Targeted Advertising On Their Sites

©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. 24 Other Acquisition Techniques Events, Publicity, Affiliate, Portal and Viral Marketing

©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. MARKETER EVENTS Traditional Events Off-Line -- Trade Shows, Product Launches, Seminars and more On-Line – Webinars, Twestivals and more Experience Marketing Powerful Immersive Brand Experiences Event-Triggered Not the Same Event in Customer Life Stimulus for Communication 25

©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. POP-UP EVENTS > ON AND OFF WEB 26

©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. 27 Social Media (Optimized) Press Release

©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. OPTIMIZING PRESS RELEASES Select Relevant Keywords Use In Title and Often in Text Tag Images Using three anchor links: one to the home page, one to the product page, and one to the most relevant blog post Post With a Unique URL 28

©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. AFFILIATE MARKETING Other Sites Link to Yours to Sell Merchandise Affiliate Sites Receive Commission Parent Sites Receive Traffic Not Likely To Get Otherwise Low Cost, But Limits to Success Primarily Number of Good Affiliates 29

©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. PORTAL ADVERTISING DEALS Preferred Placement on Specific Pages on a Large Site Not as Common Now as Early in Web Can Be Effective in Reaching A Specialized Target Audience 30

©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. VIRAL MARKETING Great if It Happens. Not Something On Which to Base Strategy. 31

©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. SUMMARY Many Acquisition Tools, Not All Equally Effective Display Ads – Direct Response and Branding; Search and Social Net Ads Standard Ad Formats & Rising Stars Most Sites Offer a Limited Number of Formats Networks Serve Ads Onto Sites Precision Targeting – Possible, Essential Behavioral Effective, Controversial Other Acquisition Techniques Events, Publicity, Affiliate, Portal, Viral 32

©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. 33

©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. 34

©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. 35