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The Internet and
Interactive Media
Why the rapid adoption of the Internet?
Growth in Internet Advertising
1994 – Advertisements on HotWired
2000-2002 – 25 percent drop
2005 – Internet advertising at
$10 billion
2006 – Internet advertising exceeds
$16.9 billion
Internet Communications Objectives
Create
Awareness
Answer
Questions
Create Buzz
Stimulate Trial
Generate
Interest
Objectives
Create a Strong
Brand
Disseminate
Information
Create an
Image
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.
Web Advertising Options
Banners
Sponsorships
Internet
Advertising
Has a Variety of
Forms:
Pop-ups/
Pop-unders
Interstitials
Push
Links
Technologies
Paid Search
Typical Banner Ads
Sales Promotions Are Common on Websites
Public Relations on the Internet
Internet Measures of Effectiveness
Visit Measures
Hits – # times a site is visited
Unique Visitors - # of different viewers per time period
Referrals In, Referrals Out
Transaction/ROI Measures
Click-through % – The internet equivalent of “response rate”
Conversion %: The % of those clicking-through who transact
Cost Per Conversion/Burn Rate - $ spent to convert prospect into transacting
customer
Frequency to Conversion Ratios: Measures effective frequency
Action - Sales, Inquiries, etc.
Navigation Measures
Average Page Views - # of pages viewed (duplicated & unduplicated)
Average Page Depth – How many pages are viewed per visit, on average
Average Visit Time – How long the user stayed
Other Measures/Methods
Eye-Tracking: Captures physical eye movements
Cross-Media Lift: Measures synergies between internet ads and other media
Traditional Advertising Measures – Recall, Recognition, Brand Preference, etc.
Internet Advantages and Disadvantages
Advantages
Disadvantages
High Targetability &
Target Marketing
Involvement
Demographics Measurement
Measurement problems
Problems
Message/Offer Tailoring – Ad
Message Tailoring
Serving Capability
Annoyance
Interactive Capabilities
Clutter
Layered
Information
Access
Information
Access
Potential for deception
Commerce
Sales Potential
Potential
Privacy
Availability
Creativity
& Self-pacing
Poor reach
Exposure/Speed
Flexibility
Site Stability
Complement to IMC