北京Internet技术研究所的营销英文

**1"MarketingontheInternet”BeijingInstituteofTechnologyLecture3:按一下•e以Ma編rke輯ti母ng(片2)標題樣式••ByClareSham按一•下E以ma編il輯l:母片副標題樣式•We’ll

cover

…•9/19/2021•2Why

online

ad

so

attractiveForms

of

internet

adScope

of

TargetingWhat

is

Rich

mediaAd

inventory…

eCouponing

/

ePromotion

/

LoyaltyProgramViral

MarketingOnline

Advertising

-Why

it

is

attractive

tAdvertisers•9/19/2021•3Best

tool

to

track

usersCollect

transactional

data

on

usersTargetingBehavior

tracking

&

user

profiling

Provide

direct

&

quantifiable

link

betweenadvertising

&

salesInteractivityCost-EfficiencyVast

user

baseMore

Measurable

&

Accountable•9/19/2021•4Answers

“which

half

of

advertising

works...”

measure

relationship

between

advertising

&salesReal-Time

Measurementdetailed

performance

reports

allows

mid-campaign

adjustment

to

increaseeffectivenessTracking•9/19/2021•5Internet

provides

better

trackingData

collection

toolsServe

as

foundation

for

targetingTrack

behavior

of

usersTrack

intent

to

purchaseRole

of

Cookies•9/19/2021•6Critical

role

in

tracking

usersA

unique

identifier

Stored

on

a

PC

hard

drive

when

uservisit

certain

web

site

Able

to

follow

user’s

trail

of

browsing,researching

&

transacting

process

Keep

track

of

transactional

data

&

intentof

purchaseTargeting•9/19/2021•7Psychographics

based

on

user

behavioralpatternscategories

or

clustersDemographics

user

provided

demographicinformationuser

privacy

assuredTargeting•9/19/2021•8User

Interestsite

categoriesspecific

site

or

pagekeywordGeographycountrystatezipTargetingMicro

Targetingcompany

namedomain

targetingcompany

sizeindustry

typeSIC

code

targetingTech

Targetinghigh

level

domain

education

(.edu),

government(.gov)operating

systemWho

will

advertise?•9/19/2021•10Technology

&

telecom-related

companiesConsidered

PurchasesRequire

research

before

purchaseeg.

Travel

&

automobiles

Highly

varied

items

&

Services

-

largedatabaseeg.

Job

SearchElectronic

Delivery

Service

eg.

Financial

services,

insurance,

credit

caissuersUS

Top

Internet

Advertising

Categories

in

19•9/19/2021•11ConsumerComputingFinancial

ServicesTelecomNew

MediaOther26%24%15%11%9%15%Source:

Internet

Advertising

Bureau**1

Is按I一nt下e以rn編et輯a母dv片er標t題is樣in式gabout

branding

or

directresponse?按一下以編輯母片副標題樣式The

“Click”Research

Proves

Branding

ImpactDirect

marketers

focus

on

lead

generating

responses.•9/19/2021

•13按一下以編輯母片副標題樣式**1按一In下ter以ne編t

A輯dv母ert片is標ing題is樣a式Combination

ofMedia

and

TechnologyRequest

forAd

fromAMSIP

AddressCountryDomainCompanyBrowserOperating

SystemUser

Profile

Business

User

New

YorkTargeted

Ad

isDelivered

toAnonymousUserAd

ManagementSoftware•9/19/2021•15How

Dynamic

Advertising

WorksWhat

form

does

it

take?•9/19/2021•16BannerSide

Frame

/

SponsorshipsPop-up

WindowsInterstitialsPush

AdvertisementFree

ISP

Banner

/

Tool

BarE-MailBanners•9/19/2021•17

Billboard-type

ad

placed

at

the

top

ofa

web

page

When

users

click

on

it,

users

will

belead

to

advertiser’s

web

site.

The

most

common

form

of

onlineadvertisementKey

Response

Drivers:MessageFrequencyTargetingBuilding

Traffic

-

Banner

Ads•9/19/2021•18Side

Frame

/

SponsorshipsGoal:

putting

ads

in

context

Offer

strong

identification

of

advertiuser•9/19/2021•19Pop-up

Windows•9/19/2021•20

New

windows

that

can

be

closedimmediately

or

used

to

requestinformation

or

lead

to

transactions.Usually

pop

up

when

users

enter

a

siteInterstitials•9/19/2021•21

Large,

nearly

full-screen

ads

that

oftenappear

on

browsers

as

a

new

page

isloading.Superstitials:

enhanced

version

of

interstitialsdeveloped

by

UnicastOffers

media-rich

technologyPush

Advertisement•9/19/2021•22Similar

to

a

banner

ad

It

follows

user

when

user

scrollsdown

the

pageAlways

in

user’s

viewFree

ISP

Banner

/

Tool

Bars•9/19/2021•23

Free

ISPs

offer

Internet

access

inreturn

for

user

information

Enable

the

free

ISPs

to

targetadvertising

based

upon

users’characteristicsE-Mail•9/19/2021•24Direct

mail

on

the

InternetUsers

may

receive:plain

text,text

with

links

to

a

web

site,graphicsinteractive

featuresScope

of

Targeting•9/19/2021•25Run-of-networkRun-of-channelRun-of-specific

sitePlayers•9/19/2021•26

Double-Click

(DART

forAdvertisers)Operates

via

Asiacontent

in

Asia24/7

Media

(24/7

Connect)Operate

via

CEngage

(AudienceNet)Plans

to

launch

via

CMGI

AsiaAvenue

A:

No

operations

in

AsiaHow

advertiser

evaluate

website?•9/19/2021•27

Unique

user

:

A

unique

browser

(as

identify

by

cookie)

tvisits

(accesses)

a

website.

If

a

user

deletes

the

cookiupgrades

the

browser,

or

use

a

different

browser,

a

newunique

user

is

counted

Average

visit:

The

average

number

of

times

each

uniqueuser

visits

a

given

site

during

a

specified

period

of

tim

Average

visit

Length:

The

amount

of

time

a

user

spends

ia

website

during

a

specified

period

of

timeImpression:

One

ad

served.

Average

Pageveiw:

One

download

of

a

web

page

by

auser.

There

can

be

multiple

impressions

in

one

pageAudience

Profile4

Types

of

Payment

style•9/19/2021•28CPM

impressions

calculate

by

cost

perthousandCPCClick-throughCPTLead

generationRevenue

Sharing

when

purchaseWhat

is

Rich

Media?Anything

that

is

not

just

a

.gif:HTMLJavaFlash

(flash.htm)Enliven

(enliven.htm)Video/Audio

-

Real

NetworksUnicast

DHTML

(dhtmlcursors.htm;dhtmlsponsorships.htm;

ctw/default.htm)•9/P19/o20p21-Ups/Interstitials

(inline.htm;•29Why

Rich

Media?•9/19/2021•30Brings

Interactivity

to

AdsMeasurableNew

=

Better

Response

RatesBrand

ImpactData

CaptureThe

Research•9/19/2021•31Response

IncreaseWired

Study

-

340%

IncreaseIncrease

in

Brand

PerceptionWired

Study

>15%

IncreaseIncreased

Recall60%+

RecallBarriers

To

AdoptionReachplug-insbrowser

types

&

systemsFile

Size

&

BandwidthDifficulty

of

Creation/ManagementConsistent

MeasurementSite

Acceptance•9/19/2021••32Things

To

KnowInternet

Advertising

AgencyModem

Media

Poppy

TysonGrey

InteractiveAPL

DigitalBeyond

InteractiveWeb

ConnectionInternet

Advertising

NetworkDoubleClick24/7EngageRealMedia••9/19A/2d02M1omentum•33Things

To

KnowAd

Management

SoftwareDoubleClick

DARTEngage

AdKnowledgeRealMedia

OpenAdStreamAdForce•9/19/2021•34How

to

determine

ad

inventory

Unlike

traditional

medium,

there

is

pre-determined

ad

inventory

(eg.

10’

of

TVC

perhour).

For

internet,

inventory

will

only

be

created

if

tis

a

pageview

generate

by

the

user

Therefore,

how

much

inventory

should

I

offer

to

aclient

?

A

sophisticated

AdManagement

Software

shouldable

to

project

the

inventory

available

to

sellduring

a

certain

period

of

time

base

onadvertiser’s

requirements

Always

check

with

your

traffic

manager

beforecommitting

to

the

advertiser,

and

whenever•9/1p9/o20s21sible,

place

booking

immediately

upon•35eCouponing

&

ePromotion•9/19/2021•36Reports

from

Jupiter

Communications

74%

internet

purchaser

buy

online

because

lowerprices

49%

motivated

by

online

coupons

to

purchaseproduct

offlineSave

Time!

(thru

“pull”

sites

&

“push”

email)Sweet

Spot

(high

rates

of

return)eCouponing

&

ePromotion•9/19/2021•37Require

Registration

information

Opt-in

process

(reach

receptiveaudience)

Targeting

(self-described

likes

&dislikes

from

clickstream)Loyal