1. Web Site Promotion
Week 9

2. Objectives Online promotion techniques Online advertising
Offline promotion techniques
Measuring advertising effectiveness

3. Some Definitions
Online promotion – uses communication via the internet itself to raise awareness about a site and drive traffic to it.
Offline promotion – uses traditional media such as television or newspaper advertising and word of mouth to promote a company’s web site

4. Online Promotion Techniques
Banner advertisements
Other methods of linking to sites
Techniques are combined in what is known as a traffic-building campaign
This is a method of increasing the audience of a site using different online and possibly offline techniques

5. Online Advertising – A Basic Model
Portal
Content: Corporate web site
General news service
Portal
Audience of
web site page
Containing
Advertisement
Page or ad
impressions
Proportion
Who click
On banner
Advertisement
Clickthrough
2-10 per cent
Proportion
Who take
Action
Marketing
outcome

6. Key Concepts of Advertising
Old media
New media
Space
Expensive commodity
Cheap, unlimited
Time
For marketers
for users
Image creation
Image is everything
Information secondary
Information is everything Image is secondary
Communication
Push, one-way
Pull, interactive
Call to action
Incentives
Information (incentives)

7. Main Differences
The cost of advertising in the new medium reduces as more space becomes available
It is the customer who initiates the dialogue who will expect his or her specific needs to be addressed. Web marketers need to promote their web sites effectively in order that customers find the information they are looking for
The user’s time is valuable and the time interacting with the user will be limited so this time must be maximized
Information is the main currency. Supplying information is arguably more important than appealing to emotions

8. Purpose of Banner Advertising
Delivering content
Enabling transaction
Shaping attitudes
Soliciting response
Encouraging retention

9. How Well Does Banner Advertising Work
Online advertising is more likely to be noticed than television ads
Lower advertisement to editorial ratio on web pages 90% text to 10% ads)
Web users use the medium actively rather than passively

10. Locations of Banners Portals Generalized news services
Specialized interest sites

11. Internet Advertising Options
Media buys
(advertisements)
Ad content
Banners
Static
Animated
Interactive
Advertising site
Corporate site
Brand site
Distributor site
Media buys drive
traffic to ad
content
Co-branded
content
Sponsorship
Nested content
Microsite
Within banner
Interstitials
Static
Animated
interactive

12. Payment Models
Per exposure – through ad impressions or possibly through the length of time the user views an advertisement
Per response – payment only occurs according to the number of clickthroughs that occur
Per action – payment according to a marketing outcome

13. Making Banner Advertising Work
Appropriate incentives are needed to achieve clickthrough
Creative design needs to be tested extensively
Appropriate keywords are needed
Placement of advertisement and timing need to be considered carefully
Consider the clickthrough quality, not just the quantity
Build the infrastructure to deal with the response

14. Forms of Advertising
Advertising networks – collections of independent web sites from different companies and media networks, each of which has an arrangement with an advertising broker to place banner ads
Affiliate networks – collection of web sites that link to an online retailer in exchange for commission on purchases made from the retailer

15. The Future of Online Advertising
The size of audience is likely to be constrained by the cost of buying devices to access the internet
Message is delivered using limited space on screen, and with limited use of sound and motion
Efficacy of advertising may decline as users become familiar with advertisements
Advertising inventory is always increasing as new sites go online and size of existing sites increase increasing the costs to place an ad

16. Other Online Promotion Methods
Promotion in search engines and directories
Links from other sites: co-branding and sponsorship
Using for advertising
Liszt
Kim Bayne’s personal site
Online advertising
Clickz
Internet advertising organization advertising.org

17. Loyalty Techniques and Online Schemes
The process of adoption follows the stages of:
Knowledge
Persuasion
Decision as to whether to trial product
Implementation of trial
Confirmation of product as valuable

18. Site Announcements What’s New web page Directories and search engines
Newsgroups
Newsletters
Books and magazines thal list web sites

19. On-site Promotion Techniques
Sponsoring of an event, team or sports personality
A treasure hunt on different pages of the site, with a prize
A screensaver
A site-related quiz
Monthly product discount on an e-commerce site
Regularly updated information indicated by current date or date new content is added

20. Offline Promotion Techniques
Put your URL everywhere
Using traditional media advertise the URL address
People can be directed to the web address for information rather than calling a phone number
Include URL on stationery
Use PR to publicize the site

21. Integrating Online and Offline Techniques
Callback service
Sales promotions
Relative importance of offline and online promotion techniques

22. Measuring Advertising effectiveness
Create a measurement process
Identify the measures to use
Specify the online measurement methods to use
Measure individual behavior
Customer satisfaction, loyalty and brand impact