the internet and interactive media. why the rapid adoption of the internet?

The Internet and Interactive MediaThe Internet and Interactive Media

Why the rapid adoption of the Internet?

Growth in Internet Advertising

2006 – Internet advertising exceeds $16.9 billion

2006 – Internet advertising exceeds $16.9 billion

2000-2002 – 25 percent drop2000-2002 – 25 percent drop

2005 – Internet advertising at$10 billion

2005 – Internet advertising at$10 billion

1994 – Advertisements on HotWired1994 – Advertisements on HotWired

Internet Communications Objectives

ObjectivesObjectives

Create Awareness

Create Awareness

Create a Strong Brand

Create a Strong Brand

Generate Interest

Generate Interest

Disseminate Information

Disseminate Information

Create an Image

Create an ImageStimulate TrialStimulate Trial

Create BuzzCreate Buzz

Answer QuestionsAnswer

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

Huggies Provides Information & Community for Expecting Mothers

Design Effectiveness - The Web Site

Web Design 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!• Make as much immediately visible as possible without scrolling or

linking.• Home 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 consider placing the optimal

number of teasers with hot-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,

design/aesthetic AND marketing sensibilities.• Produce final edited text before giving to developer.• Small text, width and central screen position is best for most browsers.• Division of Labor: Design and Layout, Content, Technology – who’s

responsible for what?• Double the amount of time estimated to complete your website.

BannersBanners

SponsorshipsSponsorships

Pop-ups/Pop-undersPop-ups/

Pop-unders

Push TechnologiesPush Technologies

Paid SearchPaid Search

InterstitialsInterstitials

BannersBanners

SponsorshipsSponsorships

Pop-ups/Pop-undersPop-ups/

Pop-unders

InterstitialsInterstitials

LinksLinks

Web Advertising Options

Internet Advertising

Has a Variety of Forms:

Internet Advertising

Has a Variety of Forms:

Typical Banner Ads

Sales Promotions Are Common on Websites

Public Relations on the Internet

Internet Measures of Effectiveness

Visit MeasuresHits – # times a site is visited Unique Visitors - # of different viewers per time periodReferrals In, Referrals Out

Transaction/ROI MeasuresClick-through % – The internet equivalent of “response rate”Conversion %: The % of those clicking-through who transactCost Per Conversion/Burn Rate - $ spent to convert prospect into transacting customerFrequency to Conversion Ratios: Measures effective frequencyAction - Sales, Inquiries, etc.

Navigation MeasuresAverage Page Views - # of pages viewed (duplicated & unduplicated)Average Page Depth – How many pages are viewed per visit, on averageAverage Visit Time – How long the user stayed

Other Measures/MethodsEye-Tracking: Captures physical eye movementsCross-Media Lift: Measures synergies between internet ads and other mediaTraditional Advertising Measures – Recall, Recognition, Brand Preference, etc.

Internet Advantages and Disadvantages

Target MarketingTarget Marketing

Message TailoringMessage Tailoring

Interactive CapabilitiesInteractive Capabilities

Information AccessInformation Access

Sales PotentialSales Potential

CreativityCreativity

Exposure/SpeedExposure/Speed

Advantages Disadvantages

Complement to IMCComplement to IMC

Poor reachPoor reach

Site StabilitySite Stability

AnnoyanceAnnoyance

Potential for deceptionPotential for deception

Measurement problemsMeasurement problems

ClutterClutter

PrivacyPrivacy

High Targetability & Involvement

High Targetability & Involvement

Message/Offer Tailoring – Ad Serving Capability

Message/Offer Tailoring – Ad Serving Capability

Interactive CapabilitiesInteractive Capabilities

Layered Information AccessLayered Information Access

Commerce PotentialCommerce Potential

Availability & Self-pacingAvailability & Self-pacing

FlexibilityFlexibility

Complement to IMCComplement to IMC

Poor reachPoor reach

AnnoyanceAnnoyance

Potential for deceptionPotential for deception

Demographics Measurement Problems

Demographics Measurement Problems

ClutterClutter

PrivacyPrivacy