Web Site Promotion
Week 9
Objectives
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Online promotion techniques
Online advertising
Offline promotion techniques
Measuring advertising effectiveness
Some Definitions
• Online promotion – uses communication via
the internet itself to raise awareness about a
site and drive traffic to it.
• Offline promotion – uses traditional media
such as television or newspaper advertising
and word of mouth to promote a company’s
web site
Online Promotion Techniques
• Online promotion
– Banner advertisements
– Other methods of linking to sites
• Techniques are combined in what is known
as a traffic-building campaign
• This is a method of increasing the audience
of a site using different online and possibly
offline techniques
Online Advertising – A Basic
Model
Portal
Content:
Corporate
web site
General news service
Portal
Audience of
web site page
Containing
Advertisement
Proportion
Who click
On banner
Advertisement
Proportion
Who take
Action
Page or ad
impressions
Clickthrough
2-10 per cent
Marketing
outcome
Key Concepts of Advertising
Old media
New media
Space
Expensive commodity Cheap, unlimited
Time
Expensive commodity Expensive commodity
For marketers
for users
Image creation
Image is everything
Information is everything
Information secondary Image is secondary
Communication
Push, one-way
Pull, interactive
Call to action
Incentives
Information (incentives)
Main Differences
• The cost of advertising in the new medium reduces as
more space becomes available
• It is the customer who initiates the dialogue who will
expect his or her specific needs to be addressed. Web
marketers need to promote their web sites effectively in
order that customers find the information they are looking
for
• The user’s time is valuable and the time interacting with
the user will be limited so this time must be maximized
• Information is the main currency. Supplying information is
arguably more important than appealing to emotions
Purpose of Banner Advertising
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Delivering content
Enabling transaction
Shaping attitudes
Soliciting response
Encouraging retention
How Well Does Banner
Advertising Work
• Online advertising is more likely to be
noticed than television ads
• Lower advertisement to editorial ratio on
web pages 90% text to 10% ads)
• Web users use the medium actively rather
than passively
Locations of Banners
• Portals
• Generalized news services
• Specialized interest sites
Internet Advertising Options
Media buys
(advertisements)
Ad content
Banners
•Static
•Animated
•Interactive
Advertising site
•Corporate site
•Brand site
•Distributor site
Co-branded
content
•Sponsorship
Interstitials
•Static
•Animated
•interactive
Media buys drive
traffic to ad
content
Nested content
•Microsite
•Within banner
Payment Models
• Per exposure – through ad impressions or
possibly through the length of time the user
views an advertisement
• Per response – payment only occurs
according to the number of clickthroughs
that occur
• Per action – payment according to a
marketing outcome
Making Banner Advertising
Work
• Appropriate incentives are needed to achieve
clickthrough
• Creative design needs to be tested extensively
• Appropriate keywords are needed
• Placement of advertisement and timing need to be
considered carefully
• Consider the clickthrough quality, not just the
quantity
• Build the infrastructure to deal with the response
Forms of Advertising
• Advertising networks – collections of independent
web sites from different companies and media
networks, each of which has an arrangement with
an advertising broker to place banner ads
• Affiliate networks – collection of web sites that
link to an online retailer in exchange for
commission on purchases made from the retailer
The Future of Online Advertising
• The size of audience is likely to be constrained by
the cost of buying devices to access the internet
• Message is delivered using limited space on
screen, and with limited use of sound and motion
• Efficacy of advertising may decline as users
become familiar with advertisements
• Advertising inventory is always increasing as new
sites go online and size of existing sites increase
increasing the costs to place an ad
Other Online Promotion Methods
• Promotion in search engines and directories
• Links from other sites: co-branding and
sponsorship
• Using email for advertising
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Liszt www.liszt.com
Kim Bayne’s personal site www.wolfBayne.com/lists
Online advertising www.o-a.com
Clickz www.clickz.com/list
Internet advertising organization www.internet
advertising.org
Loyalty Techniques and Online
Schemes
• The process of adoption follows the stages
of:
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Knowledge
Persuasion
Decision as to whether to trial product
Implementation of trial
Confirmation of product as valuable
Site Announcements
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What’s New web page
Directories and search engines
Newsgroups
Newsletters
Books and magazines thal list web sites
On-site Promotion Techniques
• Sponsoring of an event, team or sports personality
• A treasure hunt on different pages of the site, with
a prize
• A screensaver
• A site-related quiz
• Monthly product discount on an e-commerce site
• Regularly updated information indicated by
current date or date new content is added
Offline Promotion Techniques
• Put your URL everywhere
• Using traditional media advertise the URL
address
• People can be directed to the web address
for information rather than calling a phone
number
• Include URL on stationery
• Use PR to publicize the site
Integrating Online and Offline
Techniques
• Callback service
• Sales promotions
• Relative importance of offline and online
promotion techniques
Measuring Advertising
effectiveness
• Create a measurement process
• Identify the measures to use
• Specify the online measurement methods to
use
• Measure individual behavior
• Customer satisfaction, loyalty and brand
impact