Advertising on the Net:

• Cashing In Without Spending Big

• Joel Goldstein• 216-573-2300 jgoldstein@ggcomm.com

• Special Interest Track, 2 – 3:15 p.m.

Balance in Tactics

Message Laser focusDirect MailEmailTelemarketing

Broad beamAdsPROnlineShows

Web Designer as Interior Designer

X

Effective Web Design Principles

LeadCapture

ABCText

ThreeClicks

IntuitiveNavigation

Message Impact

Nine Programs for Online Impact

1. Email Campaigns2. E-Newsletter Advertising3. Jump Page Promotion4. Virtual Trade Shows5. Banner Contests/Games6. Keyword Advertising7. Online Seminars8. Online Surveys9. Pop-up Windows

#1 – Email Campaigns

• AdvizeX Co-op with Sun –$58/lead

Aimed at CIO/CTO with ERP select

Purchased list outperformed house list

• All GGC Emails have 3 components:

Trackable links

Capture email addresses

Dual capture Send-

to-a-Friend Feature

#1 – Email Campaigns

• Tracewell Dilbert campaign –$16 /lead

5% response in first hour

8.5% total response

#1 – Email Campaigns

•Multi-tiered program with email, direct mail, bounce-back card, calendar fulfillment

•$17/lead return from hard-to reach military audience

#1 – Email Campaigns

Trackable data provides insight to marketers

#2 – E-newsletters

• Total stats reporting

• Most popular, least popular

#2 – E-newsletters

#3 – Jump page promotion

• 3% response• 10% boost in site traffic

#4 – Virtual Trade Shows

#5 – Banner Contests/Games

ELECTRONIC PRODUCTSEEM

AMERICAN INSTITUTE OF PHYSICS

Online Advertising Analysis

ControlControl Design IANControl EngineeringControl SolutionsInTech

325,00030,00046,52789,343

128,362

100,0003,5005,890

--5,000

--

$785/month$294/month$165/month$2000/month$750/month$1495

$.08$.08

----

$.15--

Total Site Traffic

Banner Impressions Cost

Cost/Impression

 

Banner Buying Techniques

• Buy banners by the impression – not by time

• Banner goals: impression brand building vs. click-through lead generation

• Home page placement vs. targeted content

• Magazine sites vs. search engines• Banners vs. emails• Emails vs. newsletter ads

#6 – Keyword Advertising

(COST: $1.06 / click)

(COST: $1.05 / click)

(COST: $1.08 / click)

#6 – Keyword Advertising

(COST: 98 cents / click)

(COST: 33 cents / click)

(COST: $1.05 / click)

Now: who needs brand-building?

#6 – The Meta Tag Game

Online Meta Tag Coverage – Dynapar

XXXXWebcrawler

XXXXMSN

XXXXLycos

X2534XExcite

X5110XAlta Vista

Magnetic Encoders

Linear Encoders

Absolute Encoders

Encoder

Keywords

Only 7% go beyond the first page, so if you’re not on the first page…

#7 – Online Seminars

•Promoted with “Fusion” banners

•Outperforms Yahoo metrics

•Generates 40% new leads

#8 – Online Surveys

#9 – Pop-up Windows

#9 – Pop-up Windows

By The Numbers

• Cost/impression – 7 cents• Cost/click -- $10• Click % -- .3%, 2%• Time spent/session – 6-7 minutes• Page views/session – 6-7

Online Tracking

• User sessions (not hits)• Pages/session• Time/session• Click-throughs

Resources

• Best Practices White Paper• Internet Promotion Forecast• Audit

When You’re Done, Start Over

“A paradigm is the way we look at the world. When it shifts, everyone goes to zero, and the first one to figure out the new paradigm becomes the giant.”

Steven Covey