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Page 1Prof. Rushen Chahal

CUSTOMER ACQUISITION

AND BRANDING

Prof. Rushen Chahal

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Page 2Prof. Rushen Chahal

THE GOAL IS

TO ACQUIRE NEW CUSTOMERS

THAT CAN BE MADE

INCREASINGLY PROFITABLE

OVER TIME.

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Page 3Prof. Rushen Chahal

CUSTOMER ACQUISITION

TOOLS

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Used with permission

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SEARCH

Directories

Yahoo!, LookSmart, The Open

Directory Project

Search Engines

Google, MSN,AOLAlta Vista

Keywords

Meta Tags

Title Tags

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Page 6Prof. Rushen Chahal

INTERNET ADVERTISING BY

TYPE

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Page 7Prof. Rushen Chahal

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BEYOND THE

BANNER

ORIGINAL BANNER UNITS

468 x 60 IMU Full Banner

234 x 60 IMU Half Banner

120 x 240 IMU Vertical Banner

120 x 90 IMU Button #1

120 x 60 IMU Button #2

125 x 125 IMU Square Button

88 x 31 IMU Micro Button

NEW IMUs

120 x 600 IMU Skyscraper

160 x 600 IMU Wide Skyscraper180 x 150 IMU Rectangle

300 x 250 IMU Medium

Rectangle

336 x 280 IMU Large Rectangle

240 x 400 IMU Vertical Rectangle250 x 250 IMU Square Pop-up

Source: www.iab.net

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Page 8Prof. Rushen Chahal

CONVERSIONS FROM ALL

SOURCES

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COMPARISON OF

EFFECTIVENESS

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Page 10Prof. Rushen Chahal

ADVANTAGES OF E-MAIL

MARKETING Can Be Developed Quickly

Content Is Flexible, Including HTML And

Rich Media

Distribution Is Controllable By Marketer

Can Be Tested And Revised For

Effectiveness

Inexpensive

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Getting Good Opt-In Lists IsAn Issue

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PERMISSION MARKETING

Opt-Out

OPT-IN

Double Opt-In

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A PERMISSION MARKETING CAMPAIGN

Multiple Steps Over Time

Offer Reason/Incentive To Respond

Response To Offers Affects Timing Or

Content Of Subsequent Step

Final Call To Action For Measurability

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CALLED CURRICULUM MARKETING INDRM

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OTHERONLINE TECHNIQUES

Affiliate Programs

Portal Deals

Viral Marketing

www.ideavirus.com

Inexpensive

Expensive

Hard To Execute

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Page 14Prof. Rushen Chahal

NON-TRADITIONAL PROMOS

Events

Public Relations

Product Placements

Sponsorships

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COMPARATIVE ACQUISITION

COSTS

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BRAND DEVELOPMENT7-16

Awareness

Familiarity

Positive Imagery

Completed Transaction

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B

RAND B

RANDEQUITY

BrandAwareness

BrandRecognition

BrandRecall

Brand Image

Favorability

Strength

Uniqueness

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Page 18Prof. Rushen Chahal

ONLINE BRANDING TOOLS

Personalization

Collaboration

Purchase-Process Streamlining

Self-Service

Do-It-Yourself Product Design Dynamic Pricing

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COMPARISON OF

EFFECTIVENESS -ONLINE VERSUS OFFLINE

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Page 20Prof. Rushen Chahal

STRATEGIC SUMMARY

Continued Customer Acquisition Essential

Growth, Profitability

Retention Less Expensive Than Acquisition(Ch8)

Use Multiple Acquisition Techniques Online And Offline

Cost Effectiveness Matters CLV

Branding Is Possible On The Internet

Create New Brands

Support/Strengthen Existing Brands

Online and Offline Techniques Differentially

Effective

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