LESSON 1 FINALS: ONLINE ADVERTISING 4.

Floating Advertisement

What is online advertising?  This advert appears in a layer over the

content but is not in a separate
 It is simply advertising on the Internet.
window.
 It encompasses advertisement on search engine results pages (PPC
 These are sometimes referred to as
advertising), can be placed in emails or other ways in which
Shoshkeles.
advertisers use the Internet.
 Floating adverts are created with
Display Advertising DHTML or Flash, and float in a layer above a site’s content for a few
seconds.
 A form of advertising that conveys a commercial message visually
using text, logos, animations, videos, photographs, or other 5. Wallpaper Advertisement
graphics.
 This advert changes the background of the
Types of Display Advertising web page being viewed.
 Also called homepage takeovers.
1. Interstitial Banners

 Banners that are shown between pages

on a web site.
 As you click from one page to another,
you are shown this advertisement before
the next page is shown.
 Most of the time, you can close the advertisement.
2. Pop-up Ads
 They open in a new, smaller window, and will see a pop-up straight
away.
 These were very prominent in the early days of online advertising,
but audience annoyance means that there are now “pop-up
blockers” built into most good web browsers.
3. Map Advertisement
 This is advertising placed within the online
mapping solutions available, such as
Google Maps.
6. Banner Advertisement
 Placing a designed ad on another
website.
 The ad is a banner shape, a long
rectangle, either horizontal or vertical.
 Banner ads are usually at the top or
bottom of a website or vertically along the side of a website, next to
the main content.
Payment Models for Display Advertising
1. CPI or CPM
 CPI stands for Cost Per Impression. This means the advertiser pays
each time the advert appears on the publisher’s page.
 The most common way of referring to this model is CPM or Cost Per
Thousand Impression.
 This is how a campaign is normally priced when brand awareness or
exposure is the primary goal.
2. CPC  Also referred to as performance marketing.

 CPC stands for Cost Per Click. Affiliate

 This means that the advertiser only pays when their advert is clicked
 The third-party publishers with commission fee that incentivizes
on by an interested party.
them to find ways to promote the company.
 CPC advertising is normally associated with paid search marketing,
 Redirect visitors who click on one of these links or ads to the e-
also called Pay Per Click (PPC) advertising.
commerce site.
 Ads can be priced this way when the aim is to drive traffic.
HOW AFFILIATE MARKETING WORKS?
3. CPA
1. Join affiliate
 CPA refers to Cost Per Acquisition.
2. Find products
 This model means the advertiser only pays when an advert delivers
3. Promote products
an acquisition (user filling in a form, downloading a file or buying a
4. Track sales
product.)
5. Earn commission
 CPA is the best way for an advertiser to pay because they only pay
when the advertising has met its goal. Type of Actions and Commission
 For this reason, it is also the worst type for the publisher as they are
only rewarded if the advertising is successful. 1. CPA (Cost Per Action)
 The amount paid when a certain action is performed by a user.
4. Flat Rate  The action could be anything from downloading a white paper or
software to signing up to a newsletter.
 Fixed cost per month regardless of the amount of traffic or
2. CPL (Cost Per Lead)
impressions.
 Fixed commission for a lead (i.e., a potential sale)
 This would appeal to an advertiser who may be testing an online
 Merchants who offer CPL commissions are usually those who need
campaign that targets niche markets.
to convert a lead into a sale offline. This means they will generally
5. Cost per Engagement need to complete the transaction.
3. Revenue Share (also CPS or Cost Per Sale)
 “Engagement” is generally defined as a user-initiated rollover, or
 An agreed percentage of the purchase amount is awarded.
mouseover, action that results in a sustained advert expansion.
 Revenue sharing is the ideal commission structure as both the
 Once expanded, an advert may contain a video, game, or other rich
merchant and the affiliate are rewarded for performance – the
content.
more sales, the more revenue generated for the merchant and the
LESSON 2 FINALS: AFFILIATE MARKETING more commission for the affiliate.
4. CPC (Cost Per Click)
Affiliate Marketing  The affiliate marketing mix, and the merchant pays a fixed amount
 It is an advertising model in which a company compensates third- for each click through to their web site.
party publishers to generate traffic or leads to the company’s  An affiliate would be awarded commission for every click through to
products and services. the merchant web site.
The Lifeline of Affiliate Marketing (Tracking)

 Affiliates send traffic to merchants through links or URLs, and the
tracking software allows each affiliate to have a unique identifier in
the URL. These links set a cookie on the customer’s computer,
which allows the software to track the sale.
 For example, here is the URL of a product on a retailer’s website:
http://www.firebox.com/product/1201
 Here is the URL for the same product, but with affiliate tracking:
http://scripts.affiliatefuture.com/AFClick.asp?
affiliateID=238&merchantID=214&programmeID=3897&mediaID=0&trackin
g=cube_world&url=http://www.firebox.com/index.html?
dir=firebox&action=product&pid=1201&usg=AFQjCNGdHpzAasCefzDnyUBP
xnagxqzvTA
How can the software track the actions?
 When the customer completes the required action on the
merchant’s web site, the cookie will allow the tracking software to
collect the information needed to award the commission.
 For example, if a customer were to use an affiliate link to purchase a
gift from a merchant (using the same URL as before as an example),
the following information would be collected:
 Referring URL and affiliate
 Total sale amount for commission
 Date and time of sale
 Unique order number of sale

What is a cookie?

 Text files with small pieces of data that are used to identify your
computer as you use a computer network.
 Cookies are created when you use your browser to visit a website
that uses cookies to keep track of your movements within the site.
 Help you resume where you left off, remember your registered
login, theme selection, preferences, and other customization
functions. Product Feed

Do cookies expire?  A way of providing information about the products on a merchant’s

web site in a way that breaks up the information easily and is
 YES, they expired, and the domain owner gets to determine for how standardized. A product feed will probably contain the following
long a cookie should last, and this is called the cookie period. information for each product.
 Cookies are not just used for affiliate marketing. They are also used  Product name
to store information so that a web site “remembers” who you are  Product URL
next time you visit it.  Product picture
 There are merchants who offer what is called an affiliate lock-in.  Product price
Here, the first affiliate to refer the customer earns commission on  Description
the lifetime of the customer: every purchase that the customer  Shipping price
makes will earn the affiliate commission.
 Stock status: in stock / out of stock

LESSON 3 FINALS: SOCIAL MEDIA MARKETING
What country has been called the social media capital of the world?
 Philippines
 Filipinos spend an average of 4 hours and 15 minutes each day on
social media, topping the global usage rankings for the 6th straight
year.
 The Philippines is also again the highest in internet usage, clocking
in close to 11 hours per day at 10 hours and 56 minutes.
81,530,000 - Number of social media users in the Philippines as of 2021
Top Sites for Social Media Marketing
1. Facebook
 Still the king. It’s the most used social media network in the world.
2. Instagram
 Instagram has 1 billion monthly active users, with a greater share of
them using the IG Stories feature in 2021. Their demographics swing
a little bit towards younger women, ages 18 to 24.
3. Twitter
 Promoting your products or influencing the narrative on an issue
hence making your policy stance known, is important to your
communications strategy -- this is the platform for you.
4. TikTok
 This app blew up during the pandemic and has 1 billion active users.
Creators have used the platform to break down complex social and
political issues and take part in viral challenges. Here, teens and
influencers rule.
5. LinkedIn
 If you’re looking to make connections with other similar
organizations or industry, this is the place to send a DM.
Other Social Media Channels:
 YouTube
 Snapchat
 Pinterest
Social Media Marketing Strategy
1. Go Live!
 Businesses use live video for information dissemination,
collaborations, webinars, and conversations about products.
2. Offer A Message
 A business should position their social media channels to support a
social, political, or environmental cause. Brand monitoring
and reputation management play an increasingly important role in
any business.
3. Make Valuable Content
 Marketing teams focused on valuable, scalable content that can be
recorded and created at home as a social media marketing
strategy.
4. Create Bite-Sized Content
 Exploring bite-sized content as a social media marketing strategy is
a great way to seek new virality in your content. You have only a
few seconds to grab your audience’s attention.
 From dance videos to fast-paced Q&A’s and infographic design for
social channels, bite-sized social media content is here to stay.
Use Social Media as Shopping Channel
 Many businesses have transitioned all their services online.
 Facebook and Instagram already have shopping capabilities directly
to their apps.
LESSON 4 FINALS: MOBILE MARKETING
Mobile Marketing
 The Mobile Marketing Association (MMA) defines mobile marketing
as “a set of practices that enables organizations to communicate
and engage with their audience in an interactive and relevant
manner through any mobile device or network” (Mobile Marketing
Association, 2013).
Mobile devices:
  Mobile devices span beyond just mobile phones. While it focus on
mobile phones in this chapter, since those are the most prevalent,
it’s important to acknowledge that mobile devices include tablets,
laptops, smart watches, e-readers, and handheld gaming consoles.
7 Unique Features of Mobile
1. The mobile phone is personal.
2. The mobile phone is always carried.
3. The mobile phone is always on.
4. The mobile phone has a built-in payment system.
5. The mobile phone is available at the point of creative inspiration.
6. The mobile phone can provide accurate audience measurements.
7. The mobile phone captures the social context of media
consumption
Mobile Marketing Channels
1. Display Marketing
 It involves digital banners, which have resemblance to the
traditional banners/poster for branding and awareness campaigns.
Banners of various sizes are displayed on the popular mobile apps,
web portals with high number of visitors or the domain relevant
websites.
2. Video Marketing
 The popularity of mobile-based video platforms is increasing day by
day. YouTube has more than 2 billion active users. YouTube
Premium and Music together have more than 50 million subscribers
in the world. More than ¼ of the world's population use YouTube
every month. Around half of the internet users around the world
has access to YouTube.
3. Games-Based Marketing
 There are about 2.2 billion mobile gamers in the world. This makes
up about 28% of the world population.
 In-game advertising considers embedding of products and corporate
brands within computer or video games. There are two types of in-
game advertising:
 Static ads are fixed in the game and cannot be lately
removed.
 Dynamic ads are replaceable, and they can be used to
express up-to-date information.
4. Social Media
 With the growing user base and high level of engagement, social
media has emerged as a prominent tool of marketing.
 According to a September 2021 survey conducted in the Philippines,
an overwhelming majority of 99 percent of the country's adult
population had social media accounts on Facebook. YouTube
followed as the second most universal social network platform in
the country with 57 percent of surveyed Filipino internet users
having an account with the said platform
5. Content (Vlog/Blog)
 This type of marketing uses viral marketing methods in which an
interest group is built based on a vlog/blog.
6. Search Marketing
 Mobile phone is always on and is very handy to the customers. They
can always pull out the mobile phone and search for the
information which might excite them. Users can enter query on the
search tab.
7. In-App Advertisements
 With the growing types and number of apps, marketers have a new
channel for mobile marketing campaigns.
 Apps for social media, ecommerce, news and games, etc., have
opportunity for the banners, sponsored content and interactive
forms/survey and animations.
8. Short Message Services (SMS) Marketing
 SMS services became dominant with the growth of mobile
communication in the initial years.
 Marketers as well as customers consider SMS as easy, cost-effective
and very much result oriented.
 These messages are not dependent on the internet and hence
suitable for the customers of feature phones as well.
9. E-mail Marketing
 Smartphones are the primary device for checking personal e-mails
and all the e-mail service providers have their mobile apps.
 Modern day marketers need to rethink their e-mail marketing
strategy to account for where, when, and how the target audience
is engaging with the e-mail marketing campaigns sent by them.