CCT356: Online Advertising and

MarketingClass 2: Email Marketing/Online Advertising

Marketing is about conversations…

Carr, A. (2007). Designing for Sustainable Conversations. InteractionCamp 2007.http://www.slideshare.net/acarr/designing-sustainable-conversations-with-social-media-59204

Email MarketingThe simplest kind of conversation – direct one-to-

one or one-to many messaging

Cost effectiveness – far more so than traditional direct mail

Targeted – with right data about users, messaging can be pinpointed

Customizable – form letters can integrate database records

Measureable – smart execution leads to traceable results

Types of email marketingTransaction reporting

Newsletters (retention strategy)

Promotional emails

Spam, spam, spam…Of course, cheap has its drawbacks

80-90% messages are unsolicited

Many are filtered - sometimes aggressively and automatically

Nine Steps

Strategic PlanningWhat is the goal of the campaign?

How will you measure success? (KPI)

Defining ListMetadata about client – how much is too much?

Should be opt-in, and easy to opt-out

Clear information about how many emails will result – mitigate information overload

Benefit statement – why should they sign up?

Privacy concerns – especially in international campaigns

ExecutionAvoid spam filter words

HTML vs. text – benefits/drawbacks

Unsubscribe – opt-in, opt-out

Know your audience – what do they want to see?

Integrate with other channels – e.g., blog, website, Facebook/Twitter, etc.

Considerations in SendingIPs get targeted as likely spam sources – don’t

get yourself on the list, and definitely don’t use Hotmail or other determined sources of spam

Be reasonable in traffic - stick to promises

Database cleansing – emails change – bounced emails should be cleansed

Online AdvertisingAnother classic technique, very similar principles

to traditional ads

Ads:

Build brand awareness

Create/stoke consumer demand

Inform potential customers of products/services

Spur action

Types of Ads Interstitial

Pop up/under

Mashups (e.g., Google Map ads)

Floating

Interactive (Flash/HTML5 based)

Wallpaper

Banner/Tower (and their standard sizes)

Facebook

Google Adwords

Typical Ad Sizes

Buying AdsCost per Impression (CPM – M = 1K)

Cost per Click – not impression but clickthrough

Cost per Engagement – mouseover/interactivity

Cost per Acquisition – e.g., successful transaction (e.g., sales, signup, etc.)

Flat rate - $X a week/month/etc.

Ad servers/networksAs online advertising matures, similar networks

to traditional advertising emerge

Centralized and professional storage, targeting based on behavior/location, tracking

Control over frequency, display, exclusivity, sequence

Issues with online adsThe annoyance factor – especially with intrusive

ad types – can be a branding nightmare

Ad-blocking/scrubbing – especially pop-ups

Incorrect contextual advertising – can be embarrassing

Use of outside networks = bottlenecks (e.g., when web sites don’t load successfully due to outside network problems)

Case: Facebook AdsVery limited space – 25 character title, 135 character

body, 110 by 80 pixel size

CPC (minimum $0.01 per click) or CPM ($0.02 per thousand) – advertiser choice

Auction system – the more you bid, the more likely your ad runs

Targeting by: location, age, birthday, relationship status, language, interests, education, connections

Maximum bids controlled by daily and campaign budgets

Common pointsNo one technique will work – part of an

integrated campaign

Conversation and building long relationships is key – more speaking with the audience vs. at them.

Next weekMore on financial models of advertising online