ESSENTIAL INTERNET MARKETING TOOLS retention, and loyalty and is necessary for all companies.

A
perfect strategy will help you to stand out in the competition,
ONLINE BRANDING AND VIDEO MARKETING
otherwise, you might find yourself working backwards to get
Online branding is defined as a technique in brand your business to the customers.
management that uses the internet as a medium to position its
Uses for Internet Branding
brand in the marketplace. Traditionally, branding is associated
with creating value through the provision of a compelling offer Before building an internet marketing strategy, first focus on the
and customer experience that keep satisfied customers coming reasoning for the building this strategy. The primary uses for an
back. Branding in the digital age is important with the internet branding strategy include:
advancements of the internet. Most businesses are exploring
 Brand Story
various online channels, which include search engine, social
 Identifying the customer base
media, online press releases and online marketplace, to
 Brand awareness
establish strong relationships with consumers and to build their
 Building a dialogue with customers
brand.
 Value proposition
Internet branding also involves social media interaction and  Driving sales
integration. Display and content networks used with repetition
are one method of integrating a brand with social media. A Digital marketing has advanced to a whole new scale.

brand image creates an impact on the customers perception on Video marketing is now a compulsory part of any successful

the product or the company. The main aim of the companies is online marketing campaign. A few years ago, video marketing

to attract more customers by influencing their mind with perfect was a reserve of the chosen few. Only large corporations could

branding strategies and also tocreate awareness about their manage successful video marketing due to the cost involved in

products. They make use of internet to know about the the production of such videos. However, things have changed a

purchase or search patterns of people and then target such a lot in the past few years. Today, all online entities including

group to expand their business. Building a brand strategy for startups, e-commerce businesses, and even personal blogs are

your company is a powerful technique inmarketing, customer utilizing the benefits of video content.

1. Offer Product Information Through Video Marketing
Most marketers pay too much attention to selling the product
than educating the consumers. While your selling efforts may
bear fruits, you will have nothing to show in the long run. A good
marketing strategy includes plans to educate the product users.
There is no better way of passing information than through
videos. Explainer videos are easy to create and publish. There
are many apps that can be used to create videos instantly. All
you need is to get some quality stock images and use them to
create informative videos.
An explainer video or a tutorial will help you capture the
attention of your customers. Those who have already purchased
your product will be more interested in knowing how to use the
product while those who are yet to purchase will be attracted to
it. Informative videos help in marketing indirectly. They will help
you establish a long-lasting customer relationship. Happy
customers will further market your brand through word of mouth.
2. Interact With Your Customers Using Video
For your brand to grow, you must find a way of getting customer
feedback. One of the effective ways of getting customer
feedback is through video content. According to Google, 34
percent of internet users are more likely to comment on video
content than on text content. Videos are interactive and can be
used to ask direct questions to viewers. If you need your
customers to open up and talk about things they like and dislike
use videos. Make your videos interactive by asking more
questions within the adverts.
A good way of getting customer response is through live video
sessions on social media. You can use YouTube or Facebook
live features to interact with your customers on a real-time
basis. According to Facebook, 80 percent of Facebook users
are likely to watch a live video while only 40 percent of users are
likely to read a post for 1 minute. To enhance your brand's
popularity, use videos to interact with your clients on your
website and social media platforms.
3. Outshine Your Competitors With Professional Videos
One of the effective brand building strategies is outshining your
competitors. The marketplace does not have space for two
kings in the same kingdom. If you want your brand to shine, you
need to find a way of making your competitors worthless. While
you may not have enough money to advertise on mainstream
media, internet marketing gives you plenty of space to interact
with your customers directly. Use the social platforms to pass
the message that hits your competitors directly. Create
1
promotions that capitalize on your competitor's weaknesses.
With such content, you will start gaining more ground and
outshine competing brands.
4. Use Video Content to Boost your Traffic
Interestingly, videos are more SEO friendly than text and
images. In the top 100 search results, 80 percent are videos
and only 20 percent make up for text and images. More
surprising, YouTube is the most used search engine after
Google. This explains the fact that videos stand out in
communicating to the masses. By embedding YouTube videos
into your content, you increase the probability of your site being
found by search engines. The criteria used by Google and
other search engines to rank sites has changed over the years.
Unlike a few years ago, spamming your website with keywords
will not help you drive traffic to your website. Google now
rewards sites that are relevant to users' needs. The relevance of
a website is determined by session time.
5. Increase Conversions With Video Marketing
The number one indicator of growing brand awareness is
increasing sales. Conversions reflect more than traffic. You may
be having very high traffic but no sales. Video content is one of
the highest converting content. One of the benefits of video
content is high conversion rates as compared to text, email
marketing, and TV advertisements. People who watch videos
are more likely to purchase. Video marketing is, therefore,
efficient since it has a high ROI.
6. Reach Out To A Wider Audience And Improve Brand
Reach With Videos
Video content will help you reach out to more people than text
and images. According to DigitalVyda, 92 percent of people who
watch videos online are likely to share. Video sharing is the best
way to spread your brand popularity. A video stands a chance of
going viral through sharing. This can easily skyrocket your traffic
and your brand popularity in a few days.
The other factor that increases video viewership is the use of
mobile devices. Over 65 percent of internet users access the
net through mobile devices. Statistical data released by Rhythm
Insights show that video ads of about 30 seconds in length
receive 90 percent viewership. Many brands use such short
video adverts to grow their popularity and brand influence
online. It is easy to get people interested by using short videos
in your PPC campaigns than using text and images. The good
news is that you can easily create such videos by using stock
images and music. You can also expand your audience by
encouraging video viewers to share on YouTube or through
emails.
2

7. Use Videos To Create Memorable Ads
An influential brand is one that consumers think about when
they see or hear about a certain product. Psychologically, the
human mind remembers what is seen. When you use videos,
people remember the content they see in videos than what they
read. It is important to create videos that are graphically related
to your brand. If you are just creating a demo or explainer video,
make sure you use colors and words that represent your brand.
Each brand has a logo and themes that represent it. Use colors
that represent your logo when creating such videos.
Types Of Videos You Can Create To Increase Your Brand
Awareness
While video marketing is the right direction to go for your brand,
not all videos are effective in brand enhancement. There are
many types of videos you can create, but you need to find the
ones that appeal to your business plan. Some videos you can
use include:
1. Brand Videos
Brand awareness videos are created for the purpose of brand
marketing. They are usually used in advertisements to show the
brand vision and mission. According to Unbounce, including a
brand or explainer video on the landing page can increase the
conversion rates by up to 90 percent. Using text to explain more
about your brand is good but it will not achieve the results that a
video can. Brand videos use a direct approach to video
marketing. They may generate the necessary influence when
used in the right manner. However, building a brand requires
more than just advertising your mission and vision. All the other
aspects of video marketing are very important in enhancing your
brand influence online.
2. Explainer/ Demo Videos
These kinds of videos are essential in elaborating the uses of
products to customers. Creating a demo or explainer video
helps you build customer confidence. If you want to make your
brand more popular, explainer videos can deliver extraordinary
results. Customers want to relate to a brand that can offer extra
help in case of need. The fact that you care to elaborate more
about your products is an indication that your brand is good.
Video marketing benefits both the marketer and the customer.
3. Event Videos
The best way to stay in touch with customers is through regular
updates. Keep your customers aware of every change you are
making. When you share such moments with consumers, they
feel as if they are a part of the brand. You can be sharing major
3
events such as the opening of branches or annual general
meetings. This keeps your customers engaged and interested in
your brand. The best part is that the viewers will share your
video with other people hence giving it more viewership.
4. Live Videos
As already mentioned, people are more likely to watch a live
video than a still video. If you are creating an explainer video,
you can release it in real-time to get more viewers. According to
a report released by Social Media Today in 2017, people spend
3 times more time watching live social media video than a
prerecorded one. This shows that you can triple your audience
reach by delivering your videos in real time. However, it is also
important to inform your viewers on scheduled video release
time.
5. Animated Videos
Animated videos play a key role in modern marketing. They are
both visually appealing and entertaining. Animations are now
popular due to their comic effects and their ability to convey the
message easily.
CONSUMER MEDIA HABIT IN THE INTERNET AGE
Today, far more information is available about personal
preferences, purchases, and more. In the digital era,
continuously connected consumers are leaving a trail of
information through every digital transaction—be it watching an
online video searching for and buying something online, or
skipping an ad prior to viewing a web video. Even taking privacy
concerns into account companies can effectively follow this
contextual information trail to more accurately target consumers
with marketing and suggestions.
Behavior-based personas
The media consumption landscape has changed significantly
over the past few years. While the emergence of internet-based
services has boosted streaming traffic, interactive mobile apps
and declining mobile data prices have contributed to the
exponential growth in mobile video consumption. Our new
survey highlights four key consumer behaviors that are
disrupting the media industry:
1. Mobile-first Viewers
This segment of consumers is entrenched in the mobile
revolution that is sweeping the M&E industry. Streaming video,
mobile data plans, and home internet are this group’s top three
services. They spend close to 30 percent of their movie-
watching and 25 percent of TV shows watching time on a
smartphone, highest among all segments. Around 70 percent
use voice-based digital assistants on a monthly basis. They
4
eschew appointment-based video viewing and look to consume As the name suggests, this segment includes people who
content anywhere, anytime, on the device of their choice. subscribe to the most paid subscription services. Highly
Hence, they watch around 26 hours of streamed video weekly. Subscribed on average subscribe to around eight paid services,
Around 79 percent have a video streaming service compared to an overall average of five.15 These consumers’
subscription—much higher than the overall average. Their approach toward service subscriptions is complementary rather
preference for both mobile video and streaming makes them a than substitutional: They readily adopt new services while
crucial target segment for streaming and mobile companies. keeping traditional ones. About 80 percent have both pay-TV
and video streaming subscriptions—twice the average among
2. Power Streamers
all five segments.
Power Streamers love watching TV content, but not in the same
Highly Subscribed viewers also show positive intent when it
way as other personas: They are harnessing video streaming to
comes to paying for premium services: They’re more willing
move away from linear viewing. Power Streamers watch about
than the other segments to pay for premium video on demand,
22 hours of streamed content per week, behind only Mobile-first
in-app game purchases, and online news. Based on their
Viewers. They account for 25 percent of the streaming video
economic power and propensity to subscribe to entertainment
market by value and hence are a growth segment for streaming
services, Highly Subscribed are very attractive to M&E
companies.
companies. They account for, by value, 32 percent of the
Power Streamers want control over how and when they watch streaming video market and 30 percent of the pay-TV market.
video content, and when it comes to where they watch, they
4. Hybrid Adopters
have a clear preference: the flat-panel TV. About 70 percent of
their movie viewing happens on TV screens—a key Hybrid Adopters are the nimblest segment, being the most
differentiator between them and Mobile-first Viewers, who view easily able to shift between devices and services across
only about 40 percent of their video on a TV. traditional and nontraditional platforms to optimize content
discovery and value. They are the most prolific linear-broadcast
3. Highly Subscribed
TV watchers, consuming close to 30 hours per week. Most

5
depend on pay TV, though many use a combination of over-the-
air antenna, skinny bundles, and streaming services as an
alternative. On average, they watch about 12 hours of streamed
video per week. However, close to half of them use a friend’s or
family member’s login information to stream content.
Hybrid Adopters choose both TVs and smartphones as their
preferred devices to engage with advertisements, and this group
shows the least discomfort with existing ad durations. Unlike
other segments, they are open to sharing personal data in order
to receive targeted offers. Hence, targeted mobile or OTT
advertising (through a connected TV) could be an effective way
to engage and influence them.
5. Linear TV Consumers
Linear TV Consumers are the traditionalists. These consumers
place high value on traditional media services such as linear TV,
landline phones, newspapers, and magazines. This group is
comparatively much older than the other four. Pay TV is their
most valued service after home internet, and they depend
heavily on flat-panel TV for their media consumption and
interactions. These viewers watch about 28 hours of live
broadcast TV weekly and spend close to 85 percent of their
movie-viewing time using a flat-panel TV. Because Linear TV
Consumers account for 30 percent of the pay-TV market by
value, they’re an important segment for that industry’s providers
to target. On the flip side, they consume just three hours of
streamed video per week, and only 7 percent subscribe to a
streaming video service.
One of these viewers’ key differentiators is their news-
consumption behavior: They prefer watching live news, and
about 60 percent rely on TV news programs and networks as
their primary source for news—more than twice the percentage
of mobile-first viewers who expressed the same preference.
THE EFFECTIVENESS OF ONLINE ADVERTISING AND
PROMOTION
Internet advertising - has many advantages in terms of cost-
effectiveness. Additionally, Internet advertising is much more
targeted; its effectiveness can be tailored through the use of
keywords designed to target a specific audience and draw it to
your ads. There are three most common forms of online
advertising include pop-up ads, pop-under ads and banner ads.
According to authors Juan E. Gilbert and Yuehua Lin of Auburn
University, these forms are often seen as intrusive to online
audiences
• Pop-Ups and Pop-Unders - These models are currently
the most popular form of Internet advertising. Pop-ups involve
an advertisement that "pops up," or opens in a new browser.
6
Pop-unders are not dissimilar to pop-ups; however, pop-unders
are hidden behind a Web page that has loaded.
• Banner Ads - Banner advertising has been called the
least effective of the online advertising models, as banner ads
are considered easy to ignore. However, according to Scott
McDonald of CondeNaste Research, banner ads were effective
when located on sites with related content. In 2009, McDonald's
research suggested that related content banner ads were 61
percent more likely to be clicked if the content was related to a
website's content.
• Background Sound - One of the newer models of online
advertising is the background sound model. This model employs
fixed audio ads that appeal to consumers' auditory sense by
streaming audio while the consumer views a Web page. The
background sound model is considered cost-effective because it
doesn't require the amount of space that banner or pop-up ads
require.
How to measure effectiveness of Online Advertising and
Promotion
1. Increased Traffic
Website traffic is the number of people who visit your website.
2. Conversions
Conversions can include many different calls to action, such as
sales, clicks and registrations.
3. Engagement
Dwell is a term used to describe the proportion of impressions
that users engaged with and the duration of engagement.
Mouse touch, click and interaction are all metrics measured to
compute dwell.
4. Reach
Exposure is a key measurement of effective web advertising.
Measuring the number of people who see your ads is critical to
ensuring a successful ad campaign.
Brand equity refers to a value premium that a company
generates from a product with a recognizable name when
compared to a generic equivalent. Companies can create brand
equity for their products by making them memorable, easily
recognizable, and superior in quality and reliability. Mass
marketing campaigns also help to create brand equity.
When a company has positive brand equity, customers willingly
pay a high price for its products, even though they could get the
same thing from a competitor for less. Customers, in effect, pay
a price premium to do business with a firm they know and
admire. Because the company with brand equity does not incur
7
a higher expense than its competitors to produce the product major product recall or causes a widely publicized
and bring it to market, the difference in price goes to margin. environmental disaster.
The firm's brand equity enables it to make a bigger profit on
Importance of Brand Image
each sale.
 Every Company strives to build a strong image as it helps
Understanding Brand Equity
in fulfilling their business motives. A strong brand image
Brand equity has three basic components: consumer has the following advantages –
perception, negative or positive effects, and the resulting  More profits as new customers are attracted towards the
value. Foremost, consumer perception, which includes both brand.
knowledge and experience with a brand and its products, builds  Easy to introduce new products under the same brand.
brand equity. The perception that a consumer segment holds  Boosts the confidence of existing customers. Helps in
about a brand directly results in either positive or negative retaining them.
effects. If the brand equity is positive, the organization, its  Better Business-Customer relationship.
products, and its financials can benefit. If the brand equity is  If an organization is unable to depict a satisfactory brand
negative, the opposite is true. image, then the consequences can be felt quickly. The

Finally, these effects can turn into either tangible or intangible brand might fail in the short term itself if the brand image

value. If the effect is positive, tangible value is realized as created is negative.

increases in revenue or profits and intangible value is realized
as marketing as awareness or goodwill. If the effects are
negative, the tangible or intangible value is also negative. For
example, if consumers are willing to pay more for a generic
Examples of Brand Image
Coca-Cola is a brand known for happiness, joy, and good
experience. It is the ‘original cola’ and has a ‘unique taste’.

product than for a branded one, the brand is said to have Apple built its brand on the passion and innovation of its
negative brand equity. This might happen if a company has a founder, and it gained recognition for meeting the wants and
needs of modern consumers.
8
McDonald's: the brand image is quick and inexpensive food, the
food, stores, service; commercials and other such elements
consistently reflect the image of the brand. Additionally, it
creates an image in the minds of customers as affordable food
with which customers are quite comfortable. They know what
will be getting once they come to McDonald's.
Video Marketing for small businesses
Video marketing aren’t solely for large companies or
businesses, it can also be maximize by small/medium
businesses. Sharing marketing videos online or throught social
networking sites is also a good way to promote your business!
4 BENEFITS OF VIDEO MARKETING FOR SMALL LOCAL
BUSINESSES
When you use video marketing for your small business,
especially for small local businesses, you are doing yourself a
huge favor – and the numbers prove it.
There really is no arguing when it comes to statistics, and as a
small business with plenty of large businesses up against you,
you’ll have to utilize video marketing to the best of your ability in
order to keep up with the competition.
8 TYPES OF VIDEO MARKETING & VIDEO MARKETING
IDEAS FOR SMALL & MEDIUM SIZED BUSINESSES
The world of video marketing is endless – there are so many
approaches you can take, and so many different goals you can
achieve.
You can teach your audience about your product or service, you
can teach them how to use your product, or how your service is
necessary to them, you can use videos for testimonials to give
your prospective customer a real-life perspective, and you can
teach your audience all about you, and why your small, local
business is important.
1. Educational
Educational videos teach about something. Usually, when used
in video marketing, these will either educate the audience about
the company itself, or about something related to the company.
If you’re providing a unique product or service that is not well
understood, an educational video is your first step to securing
an audience and captivating potential customers.
2. Product
Product videos highlight a product, often in creative ways. This
allows viewers who have already seen something similar to still
take interest – and will allow you to capture a spot in their mind.
9
Product videos, specifically those that are out-of-the-box, are a
great way for small local businesses to differentiate themselves
from the competition if they are providing a product or service
that isn’t novel or unique. For example, a coffee shop with a
great product video will have much better luck bringing in
customers than its competitors (which it is sure to have).
3. Testimonials
Testimonials are extremely important to any business – people
are much more likely to trust a company if a peer, or someone
having similar needs, recommends the business.
While written testimonials have been around for a while, video
testimonials are the new trend. These more relatable stories
that put a voice and face to the name, and create a story, have
great convincing power
4. Instructional
Instructional videos will teach your audience how to use your
product.
These are more relevant to products rather than services, but
can be applied to the latter as well (for example, a video on how
to book an appointment!).
5. Team Bios
For effective SMB local marketing, it’s all about putting a face to
a name. Bio videos show your audience that your company is
staffed by real people who care about your brand and
customers.
Bio videos are a mix of professional, displaying your team’s
titles and expertise; and personal, highlighting their fun, quirky
characteristics to demonstrate your human side.
You can also use videos to introduce your sales team or
account managers, making it easier for them to build
relationships with prospective customers.
DISPLAY ADVERTISING AND OTHER CUSTOMER
ACQUISITION TECHNIQUES
The main customer acquisition techniques include online
advertising, search engine marketing, email promotions,
offline advertising and promotions, events and public
relations, social media marketing, affiliate programs, portal
deals, and viral marketing. Some of these will be explained
below.
Online advertising has been growing rapidly lately, even more-
so on a global basis then on a U.S. basis. This includes display
advertising (copy, graphics, elements/logos, either animated or
still-printed), search advertising (paid formats like pay-per-click),
10
and social media advertising (ads on social media sites, such as
Facebook).
Social media marketing has been growing quickly as well, as
more and more consumers have accounts on multiple social
media networks. Facebook and LinkedIn hold the main
temptation for marketers, as ads on these sites can target you
depending on your demo- and socio-graphics. Records of what
you click, view, and “like” are kept and used as a way to choose
the correct ads for your viewing.
Event driven marketing involves acquiring new customers and
solidifying relationships with current customers. These
marketing strategies target those consumers who are hard to
attract through mass media, and include such advertising as
sending someone a birthday email (perhaps with a coupon) to
make them feel “special” and attract them to the idea of making
a purchase. Sometimes a store will have an event or a festival
where you can test out their products, listen to some music, and
maybe even snack on a free spread table. For event driven
marketing, it’s all about getting the “buzz” going.
Affiliate programs are low-cost and can be easily automated.
This system is largely dependent on referrals, and usually
rewards are given when someone brings a new customer over.
An example of this is going to the dentist; perhaps if you bring a
friend to get a cleaning or to join your dental association, you
get your next check-up for free.
Portal relationships involve placing your ad on the page of
another company/product. For instance, looking at Amazon; if
you are viewing a page with handbags on it, perhaps an ad will
appear on the side for similarly styled shoes or scarves. You
may even find yourself investigating a vacation spot, only to
have an advertisement for hotels near that area pop up along
with it.
Viral marketing is a promotion that spreads through internet
users, multiplying the effectiveness of the original distribution.
Videos are the most likely to take effect in this way, and a big
part of something becoming viral is making sure it is not too
obviously a sales message.
Internet Customers Acquisition Tools
1. Mozbar – is a tool that works with both Google Chrome and
Mozilla Firefox .You’ll be able to access this toolbar to use a
wide range of SEO metrics .You can even tracks stats for
customized searches and get exact ranking numbers for
keywords and phrases .MozBar is a vital to the success of any
company because you can analyze practically any page on the
web whether it be your own or a competitor.
11
Google Analytics –when it comes to self –reflection, you need
only the latest figure .Just because Google Analytics seems like
the best option, doesn’t mean it isn’t. There is no need to re-
invent the wheel when it comes to analytics. Google Analysis is
one of the most effective tools on the web and you would be
silly to avoid it.
Lead Crunch –Computers are getting smarter and big data is
becoming more of a factor in the hunt for new and relevant
customers. Lead Crunch is a tool that goes outside the box
when it comes to acquiring customers. It uses artificial
intelligence in order to point out hot leads. How futuristic!
Get Response –Email marketing remains the most effective
form of marketing currently in existence. But it’s not just a matter
of sending few emails and hopping for the best. You have to try
things out in order to get the best possible results. Get
Response is a tool that can help you with this.
Unbounce –Conversion optimization is not about bringing in
traffic but about making the most of the traffic you have already
have. The Unbounce platform does exactly what you want, as
opposed to just clicking on your content and then clicking away
when they get to your site.
Online Advertising and Online Display advertising
Online Advertising
Online advertising is a marketing strategy that involves the use
of the Internet as a medium to obtain website traffic and target
and deliver marketing messages to the right customers. Online
advertising is geared toward defining markets through unique
and useful applications.
Online advertisements are purchased through one of the
following common vehicles:
• Cost per Thousand (CPM): Advertisers pay when their
messages are exposed to specific audiences.
• Cost per Click (CPC): Advertisers pay every time a user
clicks on their ads.
• Cost per Action (CPA): Advertisers only pay when a
specific action (generally a purchase) is performed.
Examples of online advertising include banner ads, search
engine results pages, social networking ads, email spam, online
classified ads, pop-ups, contextual ads and spyware.
12
Online Display Advertising
Display advertising (banner advertising) is a form of
advertising that conveys a commercial message visually using
text, logos, animations, videos, photographs, or other graphics.
Display advertisers frequently target users with particular traits
to increase the ads’ effect.
What is used to measure the success of Display Marketing?
If your organization intends to activate Display Advertising, it is
important to understand some key metrics that you will
encounter throughout your engagement process such as
Reach, Click through rates, Bounce rates, Conversion rates and
of course return on Investment in order to have a better picture
of the performance of your Online Display Marketing activities.
1.Reach
Reach for online advertisements are defined by the number of
people who can potentially view your advertisement online.
Typically this will be represented by the number of visitors that
visit the advertisement network you are planning to use.
2.Click through Rate (CTR)
Typically, when we talk about online marketing, a click through
rate refers to the likelihood of a user clicking on your online
initiative. This is generally used as a benchmark by advertising
agencies to gauge how well an advertisement or a campaign is
received by the audience.
3.Bounce Rate (BCR)
Bounce rate is the percentage of visits that go only to one page
before exiting the site.
When a user bounces on a page that was advertised by a
display advertisement, it indicates that the user was intrigued
enough to click on the advertisement, but when they visited your
site, they found that what they saw on the advertised page is not
relevant to them.
There are a number of factors that contribute to your bounce
rate. For example, visitors might leave your site from the
entrance page if there are site design or usability issues.
Alternatively, visitors might also leave the site after viewing a
single page if they were not able to find what they were
expecting.
4.Conversion Rate (CVR)
The conversion rate basically tells you what percentage of the
people clicking through an AD ended up completing an action or
a goal that the advertiser desired. This could be anything from a
13
purchase made online, a registration for a newsletter or even a
request for more information.
5.Return on Investment (ROI)
When brands embark on display marketing, there is always a
cost involved together with a goal to be achieved. Return on
investment in layman’s tries to quantify how much value is
obtained for every ringgit spent.
Online advertising serving and targeting
Ad Serving
Ad serving describes the process of delivering ads to viewers
through an ad server, which is a platform that helps you perform
tasks related to your online advertising program. It makes these
tasks easier and more efficient. An ad serving technology
platform consists of multiple components: some are technical-
oriented, some are business-oriented
An ad serving engine is the core element of an ad server. It
uses complex rules and algorithms to select the most suitable
ad to display to each viewer. The ad selection process must
follow many rules, which are defined and applied by the
publisher, the advertiser and by the ad server itself. These rules
include the targeting criteria, viewing frequency, location of ad
placement, ad priority, earning potential and other settings. The
ad engine must consider all of these factors in real-time and
return a result within milliseconds. Any delay will cause
additional delays in the page loading, which frustrates the
viewers and results in fewer page views, fewer impressions and
a low ROI.
Functionality
The common functions of ad serving are as follows;
• to upload advertisements and rich media,
• to traffic ads according to differing business rules,
• to target ads to different users, or content,
• to tune and to optimize based on results and
• to report impressions, clicks, post-click and post-
impression activities and interaction metrics.
All of these functions are an integral part of running an online
advertising campaign in making sure that the advertising
content is being displayed where and for whom it is intended. It
also helps with analysis to see just how effective the campaign
is and whether or not the content is generating the desired
results.
14
Ad serving also offers more advanced functions for more consumed by the user. All of this data is monitored and
sophisticated advertising campaigns. Advanced functions analyzed to predict the behavioral pattern and to serve the most
include frequency capping, sequencing ads (also referred to as appropriate ads to that user.
surround sessions), search engine optimization and targeting
Alternative methods are contextual targeting, audience and
(See Ad targeting and optimization, below). Frequency capping
psychographic targeting.
is limiting how many times a user will see the content.
Advertisers are also able to limit ads by setting a cap on money- Methods include:
spending.
• Contextual targeting
Ad targeting
• Placement targeting
Ad targeting is an advertisement technique where
• Interest-based targeting
advertisements are placed in specific areas of the screen to
increase visibility and "click ability" or to give tailor-made ads • Language targeting
based on the user’s past behaviors and preferences. Targeted
Ad targeting was pegged to have secured 2.7 times as much
ads are meant to reach certain customers based on
revenue as non-targeted ads, as shown by a study conducted in
demographics, psychographics, behavior and other second-
2009 by the Network Advertising Initiative.
order activities that are learned usually through data exhaust
produced by users themselves. Ad targeting is also known as Benefits of ad targeting are that the ads are more useful and
targeted advertising. meaningful for users and are considered as less of a nuisance.
Furthermore, it allows businesses to eliminate wasted
Ad targeting is meant to deliver ads automatically by using
advertising and serve ads to only those likely to patronize their
specialized software and algorithms that place ads depending
products or services.
on the user’s data. The most common method for targeting is
behavioral targeting because it works by monitoring the user’s DEFINITION OF TERMS
online activities anonymously and tracking the content being

15
1. Accumulate - the acquisition or gradual gathering of
something
2. Acquisition – The act of acquiring something
3. Affiliate – To closely connect to something or yourself
with or to something such as a program or organization
as a member or partner
4. Aggregate - collective amount, sum, or mass arrived-at
by adding or putting together all components, elements,
or parts of an assemblage or group, without implying that
the resulting total is whole (contains everything that
should be in it).
5. Awareness - measure of how well known a brand, firm,
or product is. Companies usually set a target for the
degree of awareness they intend to achieve, and then
plan a promotional campaign to reach that target.
6. Brand - unique design, sign, symbol, words, or a
combination of these, employed in creating an image that
identifies a product and differentiates it from its
competitors.
7. Brand management - the process of maintaining,
improving, and upholding a brand so that the name is
associated with positive results. Brand management
involves a number of important aspects such as cost,
customer satisfaction, in-store presentation,
competition.
8. Buzz - A low sound caused by many people talking at the
same time
9. Coherent - logical and consistent.
10. Computer - an electronic device for storing and
processing dat
11. Conversion - process of changing or causing something
to change from one form to another
12. Explainer video - is a short animated video that focuses
on explaining a business idea in a simple, engaging and
compelling way, by using a clear and concise language;
appealing and attractive visuals that quickly grab the
viewer's attention.
13. Generic Product – a good that is sold using the name
for the type of good that it is, rather than a brand name
14. Gen Z/ Generation Z - also known by a number of other
names, is the demographic cohort after the Millennials.
Demographers and researchers typically use the mid-
1990s to mid-2000s as starting birth years.
15. Geographic – belonging to or characteristic of a
particular region
16. Goodwill - assumed value of the attractive force that
generates sales revenue in a business, and adds value
to its assets. Goodwill is an intangible but saleable asset,
and almost indestructible except by indiscretion.
16
17. Image - the general idea that the public has of a product,
brand, or company
18. Intangible - that cannot be assessed, felt, measured, or
moved because it has no physical substance.
19. Marketing campaign - promote products through
different types of media, such as television, radio, print,
and online platforms. Campaigns are not solely reliant on
advertising and can include demonstrations, video
conferencing, and other interactive techniques.
Businesses operating in highly competitive markets may
initiate frequent marketing campaigns and devote
significant resources to generating brand awareness and
sales.
20. Optimization - the action of making the best or most
effective use of a situation or resource
21. Platform - a raised level surface on which people or
things can stand
22. Portal - a website or web page providing access or links
to other sites.
23. Premium – excess over apparent worth; a high value or
a value in excess of that normally or usually expected
24. Price Premium - marketing practice of selling an elite
product at a cost level above that of its competition in
order to make it appeal to more exclusive and wealthy
consumers. A business producing a high end good or
service might add a price premium to its advertised cost
in order to attract more affluent customers that can afford
to pay more for what they think will be a higher quality
item.
25. Segment - subdivision of a sector, consisting of distinct
but closely linked or related elements, members, or parts.
See also segmentation.
26. SMB(Marketing) - SMB is an abbreviation for small and
medium-sized business, sometimes seen as small and
midsized business. A business with 100 or fewer
employees is generally considered small, while one with
100-999 employees is considered to be medium-sized.
27. Strategy – the skill of making or carrying out plans to
achieve a goal
28. Synonymously - equivalent in meaning; expressing or
implying the same idea.
29. Tangible - having physical existence and/or form, or
discernible through one or more senses.
30. Technique - A systematic procedure, formula, or routine
by which a task is accomplished.
31. Unbounce - primarily about testing out landing pages
17