The Internet and Interactive Media

Why the rapid adoption of the Internet?

Growth in Internet Advertising 2006 – Internet advertising exceeds $16.9 billion – 25% drop in advertising 2005 – Internet advertising at $10 billion 1994 – Advertisements on HotWired

Internet Communications Objectives Objectives Create Awareness Create a Strong Brand Generate Interest Disseminate Information Create an Image Stimulate Trial Create Buzz Answer Questions

Levels of Internet/Web Engagement Placeholder Business brochure (online collateral) Image Development Vehicle Public Relations Tool Community / Network for Consumers E-Commerce Site Sales Promotion Tool Product Review Source (ok to disparage products you sell?) Source for Detailed Product Information and Links to Peripheral Sites/Information of Interest

Website Design & Development: Effectiveness Principles & Practices Repeat yourself often. Then repeat yourself more. Layer your information. Layered information is a key unique advantage of web advertising. Text is STILL better than graphics! Site has to sell AND be functional. Make as much immediately visible as possible without scrolling or linking. Home/Landing pages are portals and matchmakers – not deep selling devices or closers. (Think pre-approach-approach-…close sale, AIDA, etc.) White space - good, Clutter - bad, but include as many links as white space will allow. Remember the “3-click Rule”: Get users there in three clicks or less, or else…! Hire a development firm that has technical/programming skills, as well as design/aesthetic AND marketing sensibilities. Produce the final edited version of text before integrating it into your website design. Adhere to modern conventions of website layout and use current web technologies/programming when constructing your site. Division of Labor: Design and Layout, Content, Technology/ Programming / Hosting & Maintenance – Who’s responsible for what? Determine your social media angle Double the amount of time estimated to complete your website.

Banners Sponsorships Pop-ups/ Pop-unders Push Technologies Paid Search Interstitials Banner Ads Sales Promotions Pop-ups/ Pop-unders Interstitials Links Traditional Web Advertising Options Internet Advertising Has a Variety of Forms:

Typical Banner Ads

Sales Promotions Are Common on Websites

Public Relations on the Internet

Major Types of Digital Media

Top 10 Display Advertisers

Internet Dayparts Early morning (Monday–Friday, 6 A.M.–8 A.M.) Daytime (Monday–Friday, 8 A.M.–5 P.M.) Evening (Monday–Friday, 5 P.M.–11 P.M.) Late night (Monday–Friday, 11 P.M.–6 A.M.) Weekends (Saturday–Sunday, all day)

Web/Internet: Measures of Effectiveness Visit Measures Hits – # times a site is visited Unique Visitors - # of different viewers per time period Referrals In, Referrals Out Transaction/ROI Measures Click-through % – The internet equivalent of “response rate” Conversion %: The % of those clicking-through who transact Cost Per Conversion/Burn Rate - $ spent to convert prospect into transacting customer Frequency to Conversion Ratios: Measures effective frequency Action - Sales, Inquiries, etc. Navigation Measures Average Page Views - # of pages viewed (duplicated & unduplicated) Average Page Depth – How “deep” into pages users go (# clicks, # areas visited, etc.) Average Visit Time – How long the user stayed Other Measures/Methods Google’s PageRank: Measures breadth/depth of inward links to site Eye-Tracking: Captures physical eye movements Cross-Media Lift: Measures synergies between internet ads and other media Traditional Advertising Measures – Recall, Recognition, Brand Preference, etc.

Internet Advantages and Disadvantages Target Marketing Message Tailoring Interactive Capabilities Information Access Sales Potential Creativity Exposure/Speed AdvantagesDisadvantages Complement to IMC Poor reach Site Stability Annoyance Potential for deception Measurement problems Clutter Privacy High Targetability & Involvement Message/Offer Tailoring – Ad Serving Capability Interactive Audio/Video Layered Information Access Commerce Potential Availability & Self-pacing Short Lead/Change Times Measurable Poor reach Annoyance Potential for deception Demographics Measurement Problems Clutter Privacy

Online Privacy Policies: Requirements Disclosure of what information is collected Choice for customers to easily opt-out Access by consumers to their personal information Security standards for information use and access

Search Engine Optimization What is it? –Getting a better position (rank) on search engines like google and yahoo. –Better visibility; more hits –Less important for established brands How do you get a favorable rank? –Keywords, metadata, good pagerank, etc. –Hire a firm specializing in SEO

Social Media/Web 2.0 Facebook Twitter LinkedIn YouTube Flickr (just to name a few…)