Last night Tony Pribyl talked about web marketing and advertising in my class. I always learn a little bit more when I hear him talk, a few things I hard last night:
One way to look at the web customer purchase funnel is General Awareness/PR (Attention) -> Content Sponsorship (Interest) -> Keyword Targeting/Offers (Action) -> CRM-Loyalty Mktg (Purchase)
The channel you use (web, magazine, TV) depends on your advertising criteria (targetability, scalability, etc.)
Depending on your goals, you can use different media providers: portals, search, ad networks, publisher sites (espn.com, etc.), and affiliates (network of smaller sites).
The Integrated Trinity Strategy as described by Avinash Kaushik in "Web Analytics--An Hour A Day" combines a user's behavior (clicks), experience (satisfaction), and outcomes (orders).
I am sure I'll learn more the next time I hear him talk.
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