reaching customers online

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Reaching Customers

OnlineBasic Steps for Success

www.MelTaylorMedia.com



Benefits of

Today’s Session• Comfort Level

• Universal Info

• Better Prepared for Online• Buying & Tracking



Common reasons

for no Web Advertising

• Not ready

• Still skeptical

• Tried it, didn’t work

• I have no/bad site

• I already use Google



• Dot Com Bubble

• No Critical Mass

• Wrong Offer & Message

• Expectations• Limited Investment(ex: 1 spot on Radio, small billboard on back road)

Past Mistakes?



• Changing Media Landscape

• Your Customers are Online• Internet Marketing 101

• Buying Web, Tracking Performance• Web campaigns that work

OverviewOverviewOverviewOverviewReaching your Customers Online



The Way it WasNewspaper

TV & RadioDirect Mail

Yellow PagesOutdoor



DisruptionThe Digital Revolution



Fragmentation



Radio38 years to reach 50 million users.

TV13 years to reach 50 million users

Internet5 years to reach 50 million users.

Reaching Critical MassElectronic Media



FollowFollowFollowFollow…………



Your Your Your Your customerscustomerscustomerscustomersare spendingare spendingare spendingare spending

more timemore timemore timemore time

onlineonlineonlineonline



Media ConsumptionMedia ConsumptionMedia ConsumptionMedia ConsumptionBy Internet UsersBy Internet UsersBy Internet UsersBy Internet Users

Source:IDC



73% of Adultsare Online



Online GrowthBaltimore

% of Baltimore Adults who Access the Internet

2000:55 % of BaltimoreAdults were online

Today:

71 % are online.

Source SCARBOUROUGH:

30



BroadbandPenetration

Hi-Speed Web Connection



1. Search

2. Branding

3. Message Awareness

Web Marketing



• Today’s Yellow Pages

• Google, Yahoo, MSN• Reach those on a mission

• Is Search enough?

Search



To AdvertiseTo AdvertiseTo AdvertiseTo Advertiseyour Businessyour Businessyour Businessyour Business…………

Would you only use

The Yellow Pages?



Communicate message / Educational

Like Newspaper, Broadcast, Outdoor

Passive Consumer

Un-aware of offer

> New location

> Sale

> New item

Message Awareness



Branding• Keep name out there

• Build familiarity

• Convey sense of stability

• Logo w/ slogan

• Goodyear blimp



Using Online Ads

Branding, Message awareness

Drive customers to store/website

E-CommerceFill out online application (mortgage app.)

Download brochure or menu

Collect email address

Enter contest



1. Unique User – visitor to site

2. Page Views – Fully downloaded web site page.

3. Impressions – Your ad is on a page, being viewed.

4. CPM – “Cost Per Thousand”

5. ROS - Run-of-Site –Banner rotates thru site

6. Targeting – Imps targeted to specific site section

7. Fixed position - Banner fixed to certain page.

8. SOV – Share of Voice - Buy a % of impressions in an ad position

9. Click Through – When someone clicks on your ad.

Basic Online Terms

EX: 100,000k imps x $15 cpm = $1,500.

EX: Run of Schedule..Radio

Ex: Sports

Top, Homepage of Sports

EX: readership, viewership, listenership

Requested page



Are Clicks Important?After seeing Web ad, what do you do ?



Click-Thru Rates

Source:DoubleClick,February2007

Click-Thru Rate for Online Ads in the US, by Format (2006)

0.10%

0.40%

0.47%

Standard Banners

Video Banners

ExpandableVideo Banners



Exact Impressions Delivered

Increased Sales & Foot Traffic

More Phone CallsClicks to Web Site

Message Awareness

Branding & Image

Sales & Foot traffic at later date

Web site access at later date

Online AdvertisingTracking Performance

EasyEasy

Tougher, butreally valuableTougher, butreally valuable



What Makes Good Online Ad?What Makes Good Online Ad?What Makes Good Online Ad?What Makes Good Online Ad?

1. Be clear in graphics / messaging

2. Less is More. 7 words or less

3. Use contrast to capture attention

4. Clear call to action

5. Use rich media to expand message

JulieKing,MicrosoftSmallBusinessandCreatingOnlineAdsThatPerformByCharlesFullerIt



Buying Media Websites

Behavioral /

Demo

Targeting

10%

ContentTargeting

30%

Run of Site

60%



Source: 1 ComScore Media Metrix August 2007. 2 Nielsen NetRatings August 2007. 3 Omniture August 2007.

•ContentContentContentContent

•GeographyGeographyGeographyGeography

•DemographicDemographicDemographicDemographic

•Behavior Behavior Behavior Behavior •TimeTimeTimeTime

Targeting



Popular

Online AD Units



Interactive Advertising Bureau

•Standards•Specs



CUBE300x250

234x60 Half Banner



300 x 250

Cube

728 x90



728 x90



Expandable Banner

Expandable

http://tribads.chicagotribune.com/onlineadvertising

/



Sliding Billboard

SlidingBillboard



In Banner Videohttp://www.explorehoward.com/



In Banner Video



Email

• Opt in is best

Target by:• Age

• Gender

• Zip code

Source: ¹eMarketer Oct. 30, 2007 A Direct Marketing ROI study conducted by the Direct Marketing Association

L l R hL l R hL l R hL l R h



5.7%

6.8%

7.6%

16.4%

WJZ.com

WBALTV.com

WashingtonPost.com

BaltimoreSun.com

Local ReachLocal ReachLocal ReachLocal Reach

of Online Adultsof Online Adultsof Online Adultsof Online Adults

Comscore MARCH.2008

Baltimore.comBaltimore.comBaltimore.comBaltimore.com

WashWashWashWash Post.comPost.comPost.comPost.com

WBALTV.comWBALTV.comWBALTV.comWBALTV.com

WJZ.comWJZ.comWJZ.comWJZ.com



Monthly Average (in millions)



THANK YOU

Reaching Customers

Online

www.MelTaylorMedia.com

reaching customers online

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