Online Advertising

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Online Advertising Marketing
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Internet Advertising in the Marcom Matrix
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New Media

• Websites
• Email Marketing
• Instant Messaging
• Social Networks
• Vertical Networks
• Widgets
• Pod Casting
• Blogging
• Online Video
• Desktop Apps
• Mobile Ads
• Online In-Game
• Buzz Marketing
• Online Display
• Organic Search
• Paid Search
• RSS Feeds
• Virtual World

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Search Engine Optimization (SEO)

• SEO seeks to increase a sites visibility in
  search engines and enhance its value to visitors
  through topical page design, consistent HTML
  tagging, and focusing content on core
  keywords.www.maxdirectory.eu/news/SEO-Terms-n10.
  html

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Who is the largest online retailer of shoes?

• Nike? Footlocker? Payless? Timberland?

• Answer - Zappos.comIn 2006 zappos.com sold more
  than the online sales of all these well known
  brands, combined.
• WHY?

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Basics of SEO

• Relevant, well written copy
• Proper Website structure (table list design, css,
  etc...)
• In-bound links (Quality over Quantity)
• Smart Descriptive Page Titles
• Meta-Keywords are Over-rated
• Create Link Bait (blogs, online videos,
  whitepapers, etc...)
• Know Googles WebMaster Guidelines

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The Case for PPC

• In what medium can you spend under 400,000.00 in
  advertising a year and as a direct result of that
  advertising get a consistent 212 ROI?
• Pay-Per-Click (PPC) can be an incredibly
  effective advertising medium or it can be a huge
  liability.
• Im not even particularly good at it but Ive
  decreased our advertising costs by 50 while
  maintaining our Volume.

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Basics of PPC

• When Click-thru Rate (CTR) goes up Cost Per Click
  (CPC) goes down
• Always, Always, Always split test your ads
• Never, Never, Never bunch keywords together in
  one huge group
• Keep looking for keywords that others havent
  discovered yet
• 1st Position isnt always the Best Position (in
  fact it rarely is)

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Email Marketing

• Never ever be in doubt where the recipient came
  from (this means DONT BUY LISTS). Take the time
  to build your own
• Dont even think about sending an unsolicited
  e-mail.
• Use a reputable and proven e-mail marketing
  company
• Subject line is the key that opens the door
• Keep the important stuff above the fold
• Have a clear call to action

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AIM

• how and where can we best reach currnt and
  potential AIM users? If you are placing any
  significant amount of your budget on traditional
  media youre wasting your money and time
• Stop thinking that display advertising (banner
  ads) is going to do anything for you. Stop,
  seriously, stop. Only do those on Time-Warner
  owned sites where it might be FREE. ( I dont
  care how cool you think it will look, just dont
  do it)
• Social Networks are so cool arent they? Just
  look how much of our target they reach! True, but
  in order to catch their attention you have to
  offer something they cant resist. Whatever that
  is has to be free, easy to do/use/setup,
  different than anything anyone else is doing,
  etc... Perhaps your promotion can be used here.
• We have such an amazing idea! Oh yeah? What will
  the blogs say? Will they love the experience you
  provide?
• UGC - Youre greatest success or your worst
  nightmare?
• Hey you advertisers we know how smart and
  creative you are, but those public relations
  people can make or break you. Use them, believe
  them, love them, pay them.
• Need something to fill up your creative section
  that wont cost you much money? Try a widget .
  Theyre delicious.

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AIM Cont.

• Go Viral. Everyone else is, think
  simpsonizeme.com that cool Optimus Prime email
  voice thing or that over-worked, over-used
  chicken. Its good for a laugh and some positive
  reinforcement.
• Dont have a desktop app yet? Its a bit cheesy,
  possibly pointless, but done right it can
  certainly bump those frequency numbers up. Less
  is definitely more here. Think pimped out widget.
• Remember those AOL music sessions? Do they still
  do those? Is there a promotion there for chatting
  with the artists? Maybe thats a dead horse. Does
  that horse have a cousin I wonder? When do
  questions get excessive?
• If you absolutely have to use traditional media
  at least make it worth it by focusing on your
  promotion. Your target market doesnt care how
  cool your ad looks or how clever you can be. They
  want to know Whats in it for me?. As David
  Ogilvy once said If it doesnt sell, it isnt
  creative.
• If one Ogilvy quote wasnt enough how about this
  one Our business is infested with idiots who try
  to impress by using pretentious jargon. Say
  something thats worth saying. Seriously, if you
  wouldnt want to read your ad then what makes you
  think someone else would?
• Okay this is the last one Advertising people who
  ignore research are as dangerous as generals who
  ignore decodes of enemy signals. Youre welcome
  Sister Hendricks.