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Part V (I. Online ad (Advantages (direct response, indirect response,…
Part V
I. Online ad
Objectives
create awareness
change attitude/image
leads (action)
soliciting response
encouraging retention
Advantages
direct response
indirect response
reach consumers that couldn't
be by traditional media
less costly
encourages brand interactions
good targeting
More flexible, rapid
Disadvantages
low CTR - banner blindness
high cost/low efficiency
risk for brand reputation
risk of irritability
How to generate leads
content marketing
SEO
SM
EMails
Purchase of kewords
Display/native ads
II. Other ad techniques
Native ad
Goal
Tell an interesting story
be entertaining
be in line with interest of users
Not interfere with user xp
clearly mentioned as sponsored
Advantages
visibility > increase imapct
wider space for expression
better and longer engagement
Types
In-feed/social (adwords)
Recommended content (on info sites)
Paid intrusion (articles in ecommerce shop)
Remarketing
Content marketing (blogs, podcasts)
Inbound marketing (make the client come to you)
IV. Problems of digital privacy
1995 - EU directive
BE: commision de vie privée
2018 - New directive
US - No federal law
III. Latest trends
Adblocker
Importance of vloggers