cct356: online advertising and marketing class 2: email marketing/online advertising
TRANSCRIPT
CCT356: Online Advertising and
MarketingClass 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-conversations-with-social-media-59204
Email MarketingThe 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 marketingTransaction 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 PlanningWhat is the goal of the campaign?
How will you measure success? (KPI)
Defining ListMetadata 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
ExecutionAvoid 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 SendingIPs 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 AdvertisingAnother 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)
Google Adwords
Typical Ad Sizes
Buying AdsCost 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/networksAs 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 adsThe 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 AdsVery 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 pointsNo 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 weekMore on financial models of advertising online