北京internet技術(shù)研究所的營(yíng)銷(1)-wenkub
2023-03-15 13:45:40 本頁(yè)面
【正文】 rey Interactivel APL Digitall Beyond Interactivel Web ConnectionInter Advertising Networkl DoubleClickl 24/7l Engagel RealMedial AdMomentum1/27/2023 33Things To KnowAd Management SoftwarelDoubleClick DARTlEngage AdKnowledgelRealMedia OpenAdStreamlAdForce1/27/2023 34How to determine ad inventoryUnlike traditional medium, there is predetermined ad inventory (eg. 10’ of TVC per hour). For inter, inventory will only be created if there is a pageview generate by the userTherefore, how much inventory should I offer to a client ?l A sophisticated AdManagement Software should able to project the inventory available to sell during a certain period of time base on advertiser’s requirementsl Always check with your traffic manager before mitting to the advertiser, and whenever possible, place booking immediately upon confirmation1/27/2023 35eCouponing ePromotionReports from Jupiter Communicationsl 74% inter purchaser buy online because lower pricesl 49% motivated by online coupons to purchase product offlineSave Time! (thru “pull” sites “push” )Sweet Spot (high rates of return)1/27/2023 36eCouponing ePromotionRequire Registration informationOptin process (reach receptive audience)Targeting (selfdescribed likes dislikes from clickstream)1/27/2023 37Loyalty Programseg. “frequentflier” programsAccumulate points thru online offline purchaseMigrate consumers up the value chain (encourage larger purchase)1/27/2023 38Factors drive success for eCoupons ePromotionOffer: drive up conversion ratiosCoupon: l Offline: easily printable but no duplicablel Online: seamless ability to purchase product onlinePrivacy: clear privacy statements – posted stick on it!Customer Relations1/27/2023 39TrendsIntegrate redemption across offline onlineActual paper coupon will disappearAutomated transfer via credit card, eg. Cybergold1/27/2023 40Players:1/27/2023 41Group ProjectBranding
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