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The Internet and Interactive Media. Why the rapid adoption of the Internet?
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Transcript of 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