Bannercampaigns, advertising and Multichannel marketing

I was attending a free seminar at Digital Works, which had the title:

Bannercampaigns – work professionally with bannercampaigns

An interesting meeting, which span 3 hours about the possible ROI and measurement of getting a kick-back for
efforts put in banner display. It was a powerpoint presentation, so I have scribbled down the words and inspirations from it.
This is more a recollection and a note to self about “best practices” and marketing in this day and age.

Some start up questions:
- when was the last time, you clicked on a banner?
– why and in which situation?

The host began the meeting showing a statement from UK, who stated that 85% of the user-group in UK didn’t click on a banner, and then he explained about the “the long journey” (the funnel?) from 1st contact to conversion or what ever that goal was (sign-ups for newsletter, buying stuff, interaction) and even that the banner have a bad reputation (who clicks on anyways?), its still part of the marketing wheel (multi-channel marketing) where its presented for the consumer.

Dwell time:
- which is is the time spent on the banner, it could be watching a snippet of a trailer, or interacting, clicking radio buttons, using mouse-over effect or similar)


photo courtesy of: sxc.hu

You can read more about dwell time here:
Mindshare + Banner reklame, march 2011: (article in danish though)
also this blog/journal from Emediate is interesting to follow: http://blackboard.emediate.com/

AIDA:
I did some research on the AIDA and still its valuable today as it was in 1898 (can you imagine! 1-8-9-8!)
The basic points can be boiled down to this:

1.    Are you talking to me?
2.    Why are you talking to me?
3.    Good idea, but do I really need it?
4.    What will I have to do to get it?

– wheres the bottom, the last point of the funnel gets two more points added
CLV = Customer Life Value
RIP = which i didn’t really understand, maybe later….

and then the end result would the biggest igniter and inspiration of advertisement and marketing, do you know?
YES?…
– DATA (with all this present talk of privacy settings, cookies, tracking online tools, behavioral targeting) THATS what important for ad-agencies.

Facebook:
Facebook are making 1, 5 dollar each user each year (source: ??), meaning FB to wants to monetize the “social relation” in favor of commercialization.
Next: The rise of FB sponsored stories.

More numbers  (revenue etc.) about FB here:

Marketing models:

  • A – Awareness
  • F – Favorability
  • C – Consideration
  • I – Intent to purchase
  • P – Purchase

Navigate in a complexed media landscape:

  • We get exposed to 3000 brands everyday.
  • We use the social media
  • We get enriched
  • But who do we trust?
    Where do we get our knowledge from?
    Is the source trustworthy and has high credibility?
    – in other words, when we are searching for something, do we:
    a) use the “friend” relation on Facebook, and post requests on our wall, or
    b) use google for anything, keeping in mind the organic search, the paid ads etc., and knowing that our search behaviour are being tracked.

3 different kinds of media:
Paid/owned/earned is both a classification system for media types and a relational model describing how those media types affect each other, also called POEM, or Paid vs. Owned vs. Earned Media, is a strategy framework that ad buyers and planners use to segment campaigns and channels.

See a full picture by clicking on the image above, and its originally from here (Brian Solis and Jess3)

  • PAID media
    – are placements in partnerships, media agencies, mediabrokers, SEM/SEO, Google Adwords, articles in media (newspapers, articles, forums with a certain credibility…)
  • OWNED media
    – are media that you own, your website, your newsletter, database with customers sign-ups, your company profile on FB, LinkedIn, twitter etc.
  • EARNED media:
    – are the conversations or the mentioning of your product in circles of friends, viral marketing which are shared, but as I understand, is the followers of your company that shares your tweets, documents, endorse it without getting paid for it, shared values and links.


The issues of targeting, re-targeting and behavioural targeting
:

  • Placement of the banner, specific media placements (PAID media)
  • Google (organic searches and google adwords
  • KPI on the banners
  • Cookie policy ON site!
    I have yet to come by a website, who has a visible notice of that the visits on the website are being tracked.
    With the increased and more intense data collection of visitors on the site, it could be/or should be stated on the front page of the company site, a kind of disclaimer, that your behavior, page depth, duration spent on the site is being monitored… In order for transperancy and honesty about the collected data

 

Behavioural targeting:

  • banner ad: exposure 1:
    How many cigarettes do you smoke? For dwell time and interactivity, you can adjust a meter which points to the appropriate number (lets say 16 pcs. a day)
  • banner ad 2 exsposure 2:
    The ad stated; Since last time you stopped by (a affiliate network) you have smoked 76 cigarettes, what about a stop smoking course?
    ? = How could these ideas be transferred to another product or perhaps another campaign?

A infographic showed as well how the work effort/money was on one axis (horizontal) and the other axis (vertical) was time.
Google – news (media) – social networks – website – partnerships.

The following graphics gives an insight to SEO content and strategy, lifted from MarketingSherpa:

MarketingSherpa: You can also download the first chapter of the book here or buy the book here


DGS.DK and ROI


As a presentation of how banner ads was used, they showed my former employee DGS.DK (Yellow Pages directory) and the “effektpris” – concept.
As a customer (B2B) you only paid a return to DGS.DK per contact generated by the platforms maintained by DGS.DK.

After the intial banner ad, the user came to a site, which contained 6 videoclips, where the different target groups described the concept.
DGS.DK had a very good concept, but has since gone bankrupt, so ENIRO is now the owner of DGS.DK (yellow pages).
I spoke to the presenter after the presentation asked why he had picked this case.
He said that it showed good examples of how efficient the investment could be and thereby underlining the need for visible and transparent  investment when you start using the marketing budget.
- The importance of knowing how much you get back from the money invested is very sought after in these days (financial crises, stagnation etc.)

Note to self:
1) Expectation
2) Goal
3) Image vs. lead
4) Quality of the communication
5) Call to action – conversion

4 x Ps:
PRICE
PROMOTION
PLACEMENT
PRODUCT

Apps:
One of the biggest banks in Denmark, have launched an app, which mainly have existing customers as users, if a new customer joins the brand, its added value.

Trends:
During writing this article, I found an overview over trends for 2012, which could be investigated further:
Inspiration Feed

Last click counts  – or not?
Funnels thinking
Google have launched Funnels, which I gonna spend some time on..
Its an extension of google analytics, but more focused on multi-channel marketing.

http://www.google.com/analytics/analytics-funnels.html

Disclaimer:
This might be a bit erratic collection of musings, but to sum it, it was a very inspiring morning meeting, which ignited a lot inspiration and ways of marketing/advertising.

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2 thoughts on “Bannercampaigns, advertising and Multichannel marketing

  1. Ola! Smukhimmel,
    In addition to your post I was wondering, We often hear customers plus company owners alike confuse the terms “advertising” and “marketing.” How would we distinguish the two? I learn I mistakenly mixed the terms for certain time before learning the difference. It’s certainly very easy when you understand.
    Keep up the good work

  2. Thank you for your comment.
    I can understand the mixed understandings of the two, but as I see, marketing is more the strategic and pragmatic science of target group analysis, the work being done BEFORE the creative brief, eg. before the creative work, the actually form of the campaign. Often also too, at the first stage people tend to already have the solution (grams of paper for business cards, spread sheet ads) before finding in co-operation how its best to launch the campaign. It may be my schooling in 90´s which has biased my viewpoint, but still its most beneficial for all parts in the process (marketing people, art directors and ta-da- the client) if each group are equally understood and respected for their insight in the brand and their vocation, or vice versa. Thank for dropping by!

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