Transcript CCT356: Online Advertising and Marketing - cct356-w11

CCT356: Online
Advertising and
Marketing
Class 2: Email Marketing/Online Advertising
Marketing is about
conversations…
Carr, A. (2007). Designing for Sustainable Conversations. InteractionCamp
2007.http://www.slideshare.net/acarr/designing-sustainable-conversationswith-social-media-59204
Email Marketing
 The simplest kind of conversation – direct one-to-one or
one-to many messaging
 Cost effectiveness – far more so than traditional direct mail
 Targeted – with right data about users, messaging can be
pinpointed
 Customizable – form letters can integrate database records
 Measureable – smart execution leads to traceable results
Types of email marketing
 Transaction reporting
 Newsletters (retention strategy)
 Promotional emails
Spam, spam, spam…
 Of course, cheap has its drawbacks
 80-90% messages are unsolicited
 Many are filtered - sometimes aggressively and
automatically
Nine Steps
Strategic Planning
 What is the goal of the campaign?
 How will you measure success? (KPI)
Defining List
 Metadata about client – how much is too much?
 Should be opt-in, and easy to opt-out
 Clear information about how many emails will result –
mitigate information overload
 Benefit statement – why should they sign up?
 Privacy concerns – especially in international
campaigns
Execution
 Avoid spam filter words
 HTML vs. text – benefits/drawbacks
 Unsubscribe – opt-in, opt-out
 Know your audience – what do they want to see?
 Integrate with other channels – e.g., blog, website,
Facebook/Twitter, etc.
Considerations in Sending
 IPs get targeted as likely spam sources – don’t get
yourself on the list, and definitely don’t use Hotmail or
other determined sources of spam
 Be reasonable in traffic - stick to promises
 Database cleansing – emails change – bounced emails
should be cleansed
Online Advertising
 Another classic technique, very similar principles to
traditional ads
 Ads:
 Build brand awareness
 Create/stoke consumer demand
 Inform potential customers of products/services
 Spur action
Types of Ads
 Interstitial
 Pop up/under
 Mashups (e.g., Google Map ads)
 Floating
 Interactive (Flash/HTML5 based)
 Wallpaper
 Banner/Tower (and their standard sizes)
 Facebook
 Google Adwords
Typical Ad Sizes
Buying Ads
 Cost per Impression (CPM – M = 1K)
 Cost per Click – not impression but clickthrough
 Cost per Engagement – mouseover/interactivity
 Cost per Acquisition – e.g., successful transaction (e.g.,
sales, signup, etc.)
 Flat rate - $X a week/month/etc.
Ad servers/networks
 As online advertising matures, similar networks to
traditional advertising emerge
 Centralized and professional storage, targeting based
on behavior/location, tracking
 Control over frequency, display, exclusivity, sequence
Issues with online ads
 The annoyance factor – especially with intrusive ad
types – can be a branding nightmare
 Ad-blocking/scrubbing – especially pop-ups
 Incorrect contextual advertising – can be embarrassing
 Use of outside networks = bottlenecks (e.g., when web
sites don’t load successfully due to outside network
problems)
Case: Facebook Ads
 Very limited space – 25 character title, 135 character body,
110 by 80 pixel size
 CPC (minimum $0.01 per click) or CPM ($0.02 per
thousand) – advertiser choice
 Auction system – the more you bid, the more likely your ad
runs
 Targeting by: location, age, birthday, relationship status,
language, interests, education, connections
 Maximum bids controlled by daily and campaign budgets
Common points
 No one technique will work – part of an integrated
campaign
 Conversation and building long relationships is key –
more speaking with the audience vs. at them.
Next week
 More on financial models of advertising online