Internet Advertising 101 Early Advertising During the early part of the commercial phase of the Internet Retailers viewed the Internet in the same way they viewed other advertising mediums Billboards Magazines Ads Television Another place to showcase our products Early Commercial Websites A few web pages showing off the latest products Did NOT capitalize on two key features of the WWW Richness Interactivity Early Model A company s website was like an online Billboard but More detailed than a billboard ad Often not as appealing as a Billboard Lack of technical expertise hard to make the web page look as good as the billboard ad Online Catalog Once early pioneers like Amazon made online purchasing a reality A company s website was simply a translation of a their print catalog Print Catalog Web Pages Product Based Marketing Most retailers organize their stores and catalogs based on the products Thus the products become the focus of advertising campaigns The assumption is that customers know what products they want to buy and are simply choosing the best brand Product Based Marketing Vast majority of websites for retail stores Wal Mart Target Staples Home Depot The Homepage starts with high level product categories Alternative Customer Based Marketing Dell Computers is a perfect example From 2004 2007 Dell s website forced you to identify what type of customer you are Home Small Business Large Business Educational Government This strategy was pretty much a failure for Dell Why B2B Customer based Model Customer based models work very well for B2B companies Example SAP sells software and services for many different customer types Banking Defense Security Healthcare Providers Higher Education Research Insurance Customer based Marketing What is the purpose With Product base you assume the customer knows what they want Customer based Marketing The customer may not know exactly what they want In fact they may not have the slightest clue and they may need help The idea is to introduce them to a new product that may be a good fit for their needs Example Siena College was interested in buying a software system to manage printing on campus Related Concept Trust and Media choice Example Siena College was interested in buying a software system to manage printing on campus The head of IT S says I heard the company called PaperCut sells this kind of stuff Then we go to PaperCut com and we see Solutions for Higher Education Right now we are a dream customer for PaperCut Trust and Media Highest Level Personal Contact The Web Lowest Level ConsumerReports com epinions com a random blog pop up add Television Infomercial Commercial Product Based Customer Based A company can enjoy the benefits of both models This is what Dell does now Each individual product can be found from two paths Product Categories Customer focused Websites E commerce makes it easier to combine the two How so Internet Advertising at it s best Each item you sell can have a product category and a customer category Once a customer identifies themselves you can custom tailor what they see In general e commerce technology dynamic web pages enable you to make a customcatalog for every type of customer Even the ones you didn t know existed How do customers identify themselve Customer Segmentation Once you know some details about a customer you can target them more effectively Segmentation Example Children vs Adults Placing a Polly Pocket advertising during Sponge Bob might be more effect than placing it during Judge Judy Internet allows for more precise segmentation How do customers identify themselves Identify Customers For a Brick Mortar For an E commerce business you might business there are not know anything numerous about a customer until opportunities to learn they actually make a about your customers purchase It s a lot easier to But you could follow follow someone them around the around the web store Browser Cookies Identify Customers Television Someone watching Nascar racing may be more receptive to a Slim Jim ad versus someone watching Antique Roadshow Internet Someone who types Digital Camera Reviews in Google may be more receptive to a Canon Camera ad Identifying Customers Trust Customers are more likely to share information about their identity interests etc if they trust you Other faculty members trust me so they often ask me What laptop should I buy In the advertising world Trust is very valuable Google Trust Knowledge If you are trusted and knowledgeable people will seek you out for advice In general a large segment of the population trust Google because of its effectiveness in delivering good information This comes from Google s search model and methodology Google Page Rank People search the WWW using Keywords Single word Camera Word combinations Camera Reviews There are millions of web pages that have these keywords Google ranks these pages based on relevance Google Page Rank Model Page Rank is a measure both relevance and trust Web Page Page Rank 9 5 Web Page Page Rank 8 5 Camera Reviews Web Page Page Rank 8 5 Web Page Page Rank 7 5 Web Page Page Rank 8 0 Page Rank Intuition Hubs These are websites that have links to useful or important websites In the early days of the WWW these were peoples hot links The hub owner maybe someone trust worthy Authorities These are website that are trusted authorities for certain key words i e camera reviews They may have links to other trusted authorities Hubs Authorities An Authority site related to Camera Reviews Page Rank 9 0 A Hub related to Camera Reviews Page Rank 5 0 Page Rank Explained Today your page rank goes up if trusted hubs or authorities point to your site Then you become a trusted site Q But how did the first trusted sites get determined A In the beginning all sites started with a page rank of 0 1 Hub owners have a tendency to link to authorities websites that are nonsense just don t get linked Page Rank Common Sense Your page rank comes from How long you ve been around more opportunities for links to your page If people often visit your site for each keyword search Google tracks which sites you actually visit If more people visit the 5 ranked site it may move up to 4 or 3 If other highly ranked sites point to you Brief History of Google Initially Google was the research project from a pair of Stanford student who wanted to make a better search engine Search engines were failing because they ranked website based on the frequence of keywords Google quickly became the 1