Adtech

1. Adtech Overview

2. Agenda Other Stuff • Segmentation • Web 2.0 • Mobile Marketing • Media • WOM Interesting Stuff • Frequent Terms • Items of Interest • Campaign Performance Key Findings • Request Marketing • E-mail Marketing • BLOGs • Search • Database Marketing • SEO • RSS • Podcast • Creative MEASUREMENT WAS THE COMMON THREAD

3. Strategies for Building Request Marketing • Request Marketing = Opt-in House List • Request Marketing is close to top of list • Adtech survey sighted emailing your house list as top online marketing tactic along with search engine • Using rented list was at the bottom of the list • Ideas on how to build the house file • Use online ads that sell sign-up • Create micro sites just for sign up, • Tie program to SEO • Have the sign up happen right on the banner, could also use a rich media format

4. Strategies for Building Request Marketing Things to remember when creating the program • What and how much data to collect at time of sigh up is critical • Start dialog immediately after you get a sign up! Email automated and timed • Add qualifying questions to opt-in form • Direct them to qualifying questions (Qualification Center) right after sign up • Have a data collection strategy covering a series of engagement steps • Show examples of the content they are signing up for • Measurement on cost per acquisition should be tracked over time

5. E-mail Marketing Design tricks for more effective emails • Logo upper left corner • Clear above the fold offer with single hero shot & caption • Direct response links in button and text link format • Strong relationship with landing page, should be a visual and message fit • Add a search bar to emails • Get the offer in the first 8 seconds • Clean but very strong promotional feel • Ask to be added to save center • Web page link to match the email Fact: More time viewing email than TV

6. E-mail Marketing Building an Email Program • Map out the entire email contact program along with alternative paths • They suggest a series of trigger emails set up and automated for program duration and based on how they respond over time • The welcome email is critical. • Email preference center is a big thing. • Look at the opt in database for frequent opens and users. • Do a win back program for non-users • Email audit software is critical • MEASURE MEASURE MEASURE • THINK THE WHOLE PROGRAM THROUGH A process of acquisition, then conversion and then retention

7. E-mail Marketing Landing Pages • Use landing pages always, not just a dump off to the home page • Make quick email sign up on landing page • Include sample icon of email so they can see what they are signing up for. • Are we using any audit services (example Returnpath) • Check traffic on old landing pages. They live on Landing page rates are lower in 05 than in 03

8. BLOGS-Consumer Generated Marketing Case Study Just get them talking Amsterdam.com • Started with a trade out for trip with 5 top bloggers with a total 35 million visits per month NO request to have them talk about it on the blogs • Result was 75000 visits to their site. So far • They did advertise on the blogger site. Budget Rent-A-Car • Video Clip Contest • Find the money in ten cities • Total blog advertising $25000 on 179 sites • The banners that worked were edgy and used blogger comments • they generated 1 million unique visits • There were no links to the client main site

9. BLOGS-Consumer Generated Marketing Things to think about when creating a Blog program • Make the blog subject specific • Don’t need to relate it directly to core corporate message or site • Create campaign blogs not corporate blogs, they can be easier to approve and can be of short duration Ideas for Blog banner creative • Have an intriguing image • Have lots of text, Blogs are text oriented • Have lots of links Blogs are link oriented

10. BtoB Search Again it is all about testing and measuring • Conversion tracking application is critical to vetting search • Set up clear path oriented measurements for the web site • Does the single corporate site strategy fit Search? • SAP does track the community of customer and history of campaigns. They reverse engineer when a sale is made. • Have paid search tied to your campaign themes. Audience may not go to your site first but rather go to a search. Terms become longer as the user gets closer to the purchase.

11. Database Marketing Some Tips and Thoughts • Start by writing questions that you would like to ask your marketing database • Ask questions that allow you to take actions • Marketing database will take time not save it • Write a Data Dictionary of definitions (Like, what is a lead) • Term: Input Editing Standards IES Things to remember • Don't forget scalability for the database • Who is going to clean out client’s data? • We need to provide a training manual. • We need to prove out a database with a prototype.

12. SEO • Must define the following questions • Who we are • What we do • What are we known for • Whats the message • Incorporate corporate defining terms into web page copy • Effectively link your site • Produce quality material so other pubs will link to you • Develop anchor text and link proper keywords, not “click here” links • Find out who is linking to you (link:www.company.com) • Don’t create fake linkage to other sources that are not content relevant • Content that is relevant on the site is king • Get indexed with all search engines • All Sites must contain a site map for search engines to crawl more effectively

13. RSS • Few simple rules: • Ads must fit the environment • Ads must be relevant and informative • Watch the content to ad ratio and unsubscribe rates • Tell, don’t sell: RSS ads are about creating relationships with readers. • Be patient: Unlike e-mail, RSS feeds don't demand to be read. • Any site can offer RSS easily • Examples of RSS Aggregators • MyYahoo • Newsgator • Sharpreader • NewsMonster

14. Podcast • Intersection of marketing and PR • Product promotion/ education • Press releases • Promotion • The more niche the audience the better • Ex: The Gillmore Gang – Top 2000 IT purchase influencers • Use a podcast network to implement advertising messages (ie: Podtech) • Use e-newsletters and email to drive downloads • Use the podcaster as the voice of promotion • Direct Response, use 800 #’s or unique URL’s • Podcasting is all about credibility • Use relationships built by Podcasters to validate your messaging

15. Creative • http://www.redbullcopilot.com/supermoto/launch.html?languageFile=sm_language_undefined.xml • http://www.pointroll.com/PointRoll/AdDemo/IFAW/StoptheSealHunt_100x100_Peelback_USAToday_homepage_peelbackld2.asp • http://demo.eyeblaster.com/Demos/AKQA_PRG3/LAUNCH_DEMO.htm • http://www.t-3.com/external/CYNCAA/index.htm

16. Agenda Other Stuff • Segmentation • Web 2.0 • Mobile Marketing • Media • WOM

17. Segmentation and Targeting Personas 2.0 Customer profiles and User archetypes • This is very much tied to CRM and covers data analysis and behavioral sciences including physiographic Needs based segmentation vs. demographic or purchase segmentation. • America online suggests it is about behavior and action which is response driven. • Starts with getting into the customers mind set when they first consider the product. The customer journey. • Create narrative stories • Incorporate user experience design • Incorporate across all channels • Include negative personas as well This all creates complexity

18. Web 2.0 Social media tools and educational marketing • Social models deal with who is sharing what with whom • This is very much like the community of customer. Sample Concepts: • Word of Mouth • Get the ball rolling and let the customer build the content. • Then push out that content. Via a search engine strategy. • How do firms get inserted into conversations (discussion boards, blogs) • Remember, explain your position, do not defend your position . • Make your assets deliverable (to encourage distribution of assets) • Consumer example showed RSS getting 20% of choice for receiving because they do not have to give their email address BtoB sites natural community based sites? Is this where trade publisher should go?

19. Mobile Marketing • Choice • Consumers must opt in to all communication • Control • Customers must be easily allowed to opt out of program • Customization • Must use appropriate targeting and demographic targeting when communicating with registrants • Consideration • Users must receive offerings that are valuable to them • Constraint • Must develop a method of limiting the number of messages a user will experience in any given day. • Confidentiality • No renting or selling lists or sharing personal information

20. Media • Gravitation towards engagement and bringing people into an experience with the brand • Speak to fewer people but in a more targeted way • Unique non-advertising solutions • ie: Subservient chicken • Creates an experience with brands • Must be able to monetize these offerings • How do all components of a media campaign impact each other and how to measure that for optimization • Drive towards convergence with TV, Radio, Online • Measure engagements with brands: unique users, time spent, page views

21. WOM • Key Components of WOM Campaign • Stories: develop uses for the product • Triggers: give evangelists things to talk about • Targets: identify people in social circles who can impact the worlds around them • Activities: come up with events for evangelists to discuss the products • Keys for success • 100% voluntary • No Scripting • Double opt in • Accept both positive and negative feedback • Disclose program involvement

22. Agenda Interesting Stuff • Frequent Terms • Items of Interest • Keys to Better Campaign Performance

23. Frequent Terms • Consumer generated marketing • Blogs fit into this area • Mobile marketing and RSS • Personas 2.0 • Customer profiles • User archetypes • Behavior Targeting. • Behavior vs. demographic targeting. • Terms associated with Net Marketing • Social Media Tools • Educational Marketing • Digital or Digital Marketing replaces Interactive • Used by Kvamme and also by Avenue A • Net not Web • Net covers other forms like Mobile • "Request Marketing" • The term used to define opt-in programs and other forms of permission or permission marketing

24. Interesting Items • Interesting fact Keyword buys for Red Envelope = 15000 keywords • The Shift What was bought – to - Who bought it • Interface Design (There is a scan process) Users scan, not read home pages 1. center 2. left column 3. right columns Ad text links at end of page Look into • You Tube video Where you can upload and download (This is now bigger than MTV) • Get Marketing Sherpa “email best practice guide” • ROI relevance from Jupiter

25. Better Campaign Performance • Define Goals • Branding, lead generation, hybrid • Audience Segmentation • Targeting: behavioral, demographic, registration data, etc • Optimize • Assess campaign results from a media and creative perspective and shift based on performance • Review, Assess, Improve • Learn from results and apply to future campaigns