L6: Media Plannin g,
Display A ds,
and E mail -Market ing
Today’s Agenda
• Concept Checks
• Media Planning and Display Ads
• Individual Presentations
• Email-Marketing
Concept Checks
• Website marketing
• Website marketing objectives
• Website marketing strategies and tactics
• Adding services and technologies
• User-experience (UX focused design), interaction design (IxD), responsive
web design (RWD)
• Website content strategies
Media Pl an ning
What Is Media?
Media - Any channel of
communication.
• “Traditional” media –
newspapers, magazines,
mail, telephone, radio,TV,
movies, etc.
• “Digital” media – email,
WhatsApp, WeChat, LINE,
websites, Facebook, Twitter,
etc., including your
Smartphone, tablet, and
Internet of Things.
Types of Digital Media Coverage
Media type Definition
When a company buys time or
Paid
space on an existing platform
When a company builds and
Owned
owns a medium platform
When a company receives
Earned others’ (e.g., consumers, press)
word-of-mouth or attention
Humphreys, A. (2016). Social media: Enduring principles. Oxford University Press
Types of Media Coverage
Paid Media
Types of Media Coverage
Owned Media
Types of Media Coverage
Earned Media
Types of Digital Media Coverage
Humphreys, A. (2016). Social media: Enduring principles. Oxford University Press
Media in Digital vs. Traditional Channels
Media type Digital Example Non-digital (traditional) Example
Google search ads, Google display Advertisements on newspaper, TV,
Paid
ads, Facebook ads. billboard, and radio.
Blogs, the brand’s website, the
Owned Product catalogue, brochure.
brand’s social media accounts.
Customer reviews, brand mentions
Earned In person word of mouth.
on social media.
Digital Paid Media
Search advertising: most common form of pay-
per-click advertising. E.g., appear on top of your
Google search results (SEM).
Display advertising: display ads on webpages
– the most ubiquitous form of digital advertising –
unless blocked, often appear on webpages.
Social media advertising : any form of digital
advertising that uses social network sites and
apps that involves advertisers paying for ad
placement.
Affiliate marketing: reward a website – an
affiliate – for promoting one’s products and
driving traffic to one’s website.
Media Planning: What, Where, When and How Much?
Objectives
Strategy &
Implementation
Effectiveness
Media Planning: Advantages of Digital Media
Media Planning: Which Social Media Platform?
Choosing the Right Social Media Platform for Your Business, Accion Opportunity Fund
Media Schedule
Media Schedule: An Example of Social Media Post
Display A dvert ising
Industry Landscape of Display Advertising
A Simple Industry Structure
Web Publisher
Advertiser places ads on the
Visitor visits publisher’s website and pays
website publisher if a visitor visits the
website or clicks on the ad
Visitor Advertiser
Visitor clicks on the ad and then is
directed to the advertiser’s/brand’s
website
High Transaction Cost and Solution
Problem: high cost of contracting
• Advertisers generally don’t have time to sort through all the available inventory
out there.
• It is also costly for publishers to negotiate with each advertiser in the market.
Solution: we need more players and technology to speed up the
transaction between publisher and advertiser.
• Display ad network: An aggregator that collects ad inventory from publishers
and sells it to advertisers. It acts as an intermediary.
• Display ad exchange: A digital marketplace where advertisers and publishers
purchase and sell ad inventory directly. Ad exchanges don’t involve an
intermediary.
Ad Network
Understanding Ad Networks
Digita Garage
Ad Network
An ad network is an intermediary
between the publishers and
advertisers.
Ad networks aggregate inventory
from a wide range of publishers
and sell it to advertisers.
Example: Google AdSense,
Media.Net, BuySellAds, etc.
Ad Exchange
Ad exchange: A technology platform that runs auctions to determine which
advertiser buys an individual impression in real time (<0.1 seconds).
• Ad exchanges are operated by Google (DoubleClick), Facebook (FBX), OpenX, AppNexus and
Yahoo (RightMedia)
Ad Exchange,
Apps Flyer
Other Services
• Demand Side Platforms (DSP): Enable advertisers to use real- time bidding
technology and analytics, purchase inventory across multiple ad exchanges,
etc.
• Supply Side Platforms (SSP): Inventory management for publishers that allow
them to access multiple ad exchanges per auction
• Data Collectors or Data Management platform (DMP): Companies that track
and profile users and resell bundles of users to advertisers
Programmatic Advertising
Programmatic advertising is the use of automated technology for media buying (the
process of buying advertising space), as opposed to traditional (often manual)
methods of digital advertising.
Real Time Bidding
The buying and selling of online ads through real-time auctions that occur in the time
it takes for a webpage to load (i.e., fraction of a second).
You open a
webpage on your
browser
publisher
Targeting Options
The buying and selling of online ads through real-time auctions that occur in the time
it takes for a webpage to load (i.e., fraction of a second).
Behavioural
Targeting
Contextual
Targeting
Targeting Options
Which ad does a consumer
see?
1) Behavioral Targeting (DMP)
(e.g., retail advertising)
Behavioral targeting uses information
collected on an individuals’ web-browsing
behaviors, such as the webpage they
visited or the searches they made, to
select which advertisements to display to
that individual.
Targeting Options
Which ad does a consumer see?
2) Contextual Targeting
Advertising that is targeted to a web page
based on the page’s content, keywords, or
category.
Targeting Options
• What went wrong here – pitfalls of contextual targeting
Key Measurements for Display Ads
Impression vs. Reach
• Impression: An impression is a single ad on a single page loaded by a single user
at one time.
• Reach: A reach refers to the number of users that saw your content, i.e. how many
different people it reached.
Key Measurements for Display Ads
CPM (i.e., cost per mille or cost per thousand) : The price of 1,000 advertisement
impressions on one webpage. If a website publisher charges $2.00 for CPM, that
means an advertiser must pay to the publisher $2.00 for every 1,000 impressions
of its ad.
• This is how a campaign is normally priced when brand awareness or exposure is the primary
goal.
Key Measurements for Display Ads
CPC (i.e., cost per click) : The price that the advertiser pays to the publisher each
time a website visitor actually clicks on the ad.
• Ads can be priced this way when the aim is to drive traffic.
• Click-through rate (CTR): The percentage of people clicking on an ad and
visiting a webpage.
• Suppose today 1,000,000 people visited the website and among them,
1000 people clicked on an ad. Then, the CTR for this ad is 0.1%
Key Measurements for Display Ads
CPA (i.e., cost per acquisition): The advertiser pays only when an advertising
delivers an acquisition/a conversion after the user clicks on the ad.
• Acquisition/conversion may be a user filling in a form, downloading a file,
scanning a QR code to get a coupon, or making a purchase.
• Conversion rate is the percentage of visitors to your website who complete a
desired goal (i.e., a conversion), out of the total number of visitors.
The visitor comes to The visitor clicks an The visitor goes to
the publisher’s ad on the website the advertiser’s
website website and is
converted
CPM $
CPC $
CPA $
Exercise
Advertiser A wants to display a banner ad on the website X. Suppose
there are on average 1,000,000 people visiting the website X per day.
The click-through rate (CTR) of the ad is 0.2%. CPM is $1.5, while CPC
is $0.2. The conversion rate on advertiser A’s website is 1% and the profit
margin per conversion for A is $30.
(1) Does the website X prefer CPM or CPC?
2) What is the net revenue of the banner ad per day for the advertiser if CPM is used
for payment? What if CPC is used for payment?
Randomized Experiment (A/B Testing)
First, we should randomly divide the subjects into two groups.
Randomization means that the two groups are (statistically) identical in other
attributes such as demographics, income, etc.
Example: Obama Election Ad (2008)
• Background: In the Obama 2008
campaign, Obama had an Analytics team
to help the campaign make better
decisions. In one case, the team wanted
to increase the sign-up rate of visitors on
the campaign’s official website
(www.barackobama.com) and raise more
money.
• Goal: Choose the best content design for
the website’s homepage.
• They experimented with 2 parts of their
sign-up form: ad content and call-to-
action button
Example: Obama Election Ad (2008)
They tried 4 buttons and 6 different media (3 images and 3 videos).
Buttons Medias
Example: Obama Election Ad (2008)
They tried 4 buttons and 6 different media (3 images and 3 videos). They had 24 (4 x
6) total combinations to test. Every visitor to the sign-up page was randomly shown
one of these combinations and they tracked whether they signed up or not. The
conversion rate is measured as the sign-up rate.
Sign-up rates for the combinations of the different sections
Example: Obama Election Ad (2008)
The winner:
Example: Obama Election Ad (2008)
• Outcome: The winning variation had a sign-up rate of 11.6%. The
original page had a sign-up rate of 8.26%. That’s an improvement
of 40.6% in sign-up rate. What does an improvement of 40.6%
translate into?
• Let’s calculate: we know roughly 10 million people signed up through the sign-up
page during the campaign. If we used the original design, then number would be
closer to 7,120,000 signups, which leads to a difference of 2,880,000 email
addresses (if one sign up, he or she needs to provide email address).
• Next, we also know the email conversion rate is 10% (10% people who receive
the campaign emails will denote) and we also know the average donation per
conversion is $21. Therefore, the optimal design from A/B testing raised an
additional $6 million in donations (2,880,000* 10% * $21)
Indi vid ual Present ation
E mail Market ing
Email Types
• Informational
• New product announcement
• Newsletter
• Welcome
• Promotional
• Promotional/Discount
• Limited-offer
• Transactional
• Purchase completion/Receipt
• Confirmation
• Other
• Survey
Email Marketing Examples
Facts about Email Marketing
• 99% of marketer use it
• Some of the email marketing is perceived as spam
• Can be very personalized/targeted/customized and dynamically
optimized
• Very cheap (~$0.2 for 1,000 emails)
• Easy to track outcomes (opened, clicked, ...)
Email Marketing Objectives
Overall Related Email Marketing Value for
Marketing Objective Consumer/Customer
Objective
Increase brand Increase emails promoting the Access to brands, reminder about
awareness brand by 15% the brand and what it stands for
Gain traffic, leads, Increase conversion-based email Access to promotions, products,
sales, and conversion marketing by 12% and services
Enhance retention and Increase email CTR by 5% for Access to valuable products,
loyalty emails targeted to existing services, and promotions on an
customers ongoing basis
Increase brand image Increase brand image by 2% Easy to make choices about brands
and reputation through targeted email marketing
Email Marketing Considerations, Strategies, and Tactics
The email marketer must make decisions related to:
• In-house versus email marketing services
• Click-through open-rate strategies and tactics
• Email lists strategy and tactics
• Email audience, segmentation, and targeting strategies and tactics
• Email re-engagement and retention strategies and tactics
• Strategies and tactics to avoid the dreaded “unsubscribe”
• Email testing strategy and tactics
In-House versus Email Marketing Services
Various email marketing platforms and software apps are available: Mailchimp,
HubSpot, Sendinblue, Campaigner, Campaign Monitor and Drip.
Many of these platforms offer automation options, including the ability to conduct drip
campaigns—automated emails that are sent to consumers to allure them to take a
desired action, sometimes based on previous actions they have taken.
Drip offers an automated drip
campaign service that allows
email marketers to use pre-
made workflow templates to
create automated emails
Drip
Click-Through Open-Rate Strategies and Tactics
Two key measures of the effectiveness of email campaigns are open rates and click-
through rates.
• Email open rate is the percentage of emails opened compared to the number
delivered.
• Email click-through rate (CTR) is the percentage of consumers who perform a
click-through action compared to the number of emails delivered.
Email Lists Strategies and Tactics
Email lists can be generated by asking
people to sign up for a newsletter or by
collecting emails through:
• Blogs
• Promotions
• Landing pages
• Pop-ups
• Sign-up forms
• Physical event sign-ups
• Social media ads Statista newsletter sign-up offers regional
options and choice of delivery timing
Statista Inc
Email Re-Engagement and Retention Strategies and Tactics
When engagement declines, it is
important to re-engage with
consumers. Some effective email
re-engagement strategies are:
• Sending a targeted email to those who
do not engage often.
• Personalizing an email.
• Providing rewards.
Email from HireVue nudging
consumers to return to the service
Hirevuw, Inc.
Email Personalization: Example (Sahniet al. 2016)
Randomzied Experiment
• Including names in subject line
Email Personalization: Example (Sahniet al. 2016)
Randomzied experiments
• Results
Email Marketing Content Strategies and Tactics
Sticky email content is content that consumers will read and care about.
Some strategies and tactics that can make content sticky include:
• Mobile-first: More emails will be opened on mobile than desktop devices.
• Subject line: A catchy and personalized subject line is more likely to stick.
• Effective and sticky body text: An immediate statement of what value is being offered through the
email might be a good place to start.
• Design and experience: Creating an effective layout is important.
• Personalization: Recommendations tailored to a customer’s activity or interests can increase
engagement.
• Call to action: A call-to-action button may be preferred over a simple link.
• Sensitive and Inclusive: Avoid content that might be considered offensive or disrespectful.
Email Marketing Content Strategies and Tactics
Mobile-first: More emails
will be opened on mobile
than desktop devices.
Using a responsive email
template is one method to
create mobile-friendly
emails designed for mobile
environments.
Campaign Monitor responsive email templates
Campaign Monitor
UNiDAYS reference poster for mobile users
UNiDAYS
Email Marketing Content Strategies and Tactics
Effective and sticky body text: An immediate
statement of what value is being offered through the
email might be a good place to start.
In order to be sticky, email content should be Overstock.com immediately states the value being provided
Overstock
engaging. For example, to help create stickiness:
• Provide content that is relevant.
• Be clear. Don’t make consumers guess what is
being stated.
• Provide credible sources to back up claims such
as testimonials.
• Show benefits (such as through use of images)
instead of just listing them.
Uber simplifying the email text to emphasize the key message
Uber
Email Marketing Content Strategies and Tactics
Design and experience: Creating an effective layout is important.
Several different layouts are popular:
• Inverted pyramid layout presents the image and content information first and the call-to-
action button below. Coursera uses a simple inverted-pyramid approach to get its
promotional message across.
• One-column or two-column layout presents the email content in columns.
• Zig-zag layout presents the content on one side, then on the other, and so forth.
Email Marketing Content Strategies and Tactics
Coursera’s email marketing campaign gets
right to the point with a simple yet Zig-zag layout
effective layout
Coursera
Email Marketing Content Strategies and Tactics
Design and Experience: Creating an effective layout is important.
F-shape (Nielson 2006)
Email Marketing Content Strategies and Tactics
Calls to Action: A call-to-action button
may be preferred over a simple link.
Calls-to-action should use direct and
clear terminology like:
• Sign up
• Buy now
• Subscribe
Email Marketing Content Strategies and Tactics
Sensitive and inclusive: Avoid content that might be considered offensive or disrespectful.
Such content might be detected as spam.
• Whitelisting: let customers add your address to the contact list
• Avoid using spam trigger words: e.g., “Cash bonus”, “double your xxx”, “crazy deals”.
• Avoid using odd formatting
• Keep your deliverability high: e.g., keep your email list updated (remove inactive and
invalid customers)
• Spelling and Grammar!
Email Marketing Analytics
Email Marketing How to Calculate Industry
Analytic Ranges
Open Rate Percentage of consumers who opened an email compared to the 10–25%
number of emails delivered.
Number of consumers who opened an email
Number of emails delivered
× 100%
Email click- Number of unique clicks from an email 2–6%
Number of emails delivered
× 100%
through rate
(CTR)
Conversion rate Percentage of consumers who clicked on email and took a desired Only a
action. few
Number of desired actions taken percent
Number of emails delivered
× 100%
Sources: Campaign Monitor, “7 Email Marketing Metrics Every Market Needs to Know”; Mailchimp, “About Email Marketing Engageme nt”;
HubSpot, “Email Analytics: The 8 Email Marketing Metrics & KPIs You Should Be Tracking.”
Email Marketing Analytics
Email Marketing How to Calculate Industry
Analytic Ranges
Revenue per The dollar amount made in sales for each email delivered.
email Dollar amount made in sales
Number of emails delivered
Engagement level Degree of consumer engagement.
Number of times a consumer takes a desired action
Number of emails sent to that consumer
Bounce rate Percentage of emails not delivered to consumers on an email list. 1–5%
Number of emails that bounced
Number of emails sent
× 100%
Sources: Campaign Monitor, “7 Email Marketing Metrics Every Market Needs to Know”; Mailchimp, “About Email Marketing Engagement”; HubSpot,
“Email Analytics: The 8 Email Marketing Metrics & KPIs You Should Be Tracking.”
Email Marketing Analytics
Email Marketing How to Calculate Industry
Analytic Ranges
Unsubscribe rate Percentage of consumers who unsubscribe from an email campaign.
Number of consumers who unsubscribe
Number of emails delivered
× 100%
Spam complaint Percentage of consumers who mark email as spam.
rate Number of consumers who mark email as spam
Number of emails delivered
× 100%
List growth rate Percentage by which an email list has grown over time.
Number of new subscribers in a time period
Number of existing subscribers
Sources: Campaign Monitor, “7 Email Marketing Metrics Every Market Needs to Know”; Mailchimp, “About Email Marketing Engageme nt”; HubSpot,
“Email Analytics: The 8 Email Marketing Metrics & KPIs You Should Be Tracking.”
Email Marketing Reports
Mailchimp offers a number of analytics
reporting tools for email marketing. For
example, its overview report outlines:
• Number of recipients
• Audience
Mailchimp offers a report of an email campaign within 24 hours.
• Order-revenue details Source: https://mailchimp.com/help/about-email-campaign-reports/
• Open rates
• Bounce rates
• Clicks
• Performance of the campaign in the
first 24 hours.
Mailchimp’s click performance report shows clicks for each URL
Source: https://mailchimp.com/help/about-email-campaign-reports/
Next Class
• L7: Mobile and Omni-Channel
