SlideShare Presentation

Michael Judd, Tim Hookey and Briana Daly

Internet usage

• 60.9% of people spent more time on the internet more in 2005 than in 2004

Brand Development vs Direct Response

Brand Development• Awareness• Familiarity• Positive Imagery• Transaction

(reminding customer of brands existence)

Direct response• Call to action• Convince customer to

take action

Major Branding Concepts

• Personalization- customized to consumer e.g. greeting customers by name on a website

• Co-Creation of Content- user created content

• Purchase-Process Streamlining- saving options for a customer. E.g. saving a shopping cart for a customer if they don’t wish to complete transaction

Major branding concepts (cont)

• Customization- allowing customers to customize there purchase to there needs and wants e.g. Nike website

• Dynamic-Pricing- having different prices to meet different market conditions at the same time

• Brand Community- group of like minded people

Reinforcing brands

• Businesses are using media such as Films, comics and podcasts

• Interactive sites are also used to reinforce brands on the net

Online Customer Acquisition Techniques

• Search engine marketing

• Online Advertising

• Email Promotions

• Portal deals

• Viral Marketing

Offline Customer Acquisition Techniques

• Advertising- magazines etc

• Promotions- 2 for 1

• Events- trade shows etc

• Public relations

Online Advertising Formats

Ad-Serving

• The process of supplying advertising elements while a page is loading on a users browser. Ads are served by an advertising network and are placed on the basis of user profiles. (POP UP ADS)

Targeting Online Ads

• Contextual Advertising- ads that are displayed based

on the content being viewed at the time

• Behavioral Advertising- advertising displayed on the

basis of anonymous internet user profiles