Blog Archives

Paid Media

In this weeks class we covered paid media (ads). Due to changes in consumer behaviour, marketeers are forced to use different techniques to sell their products or services. One of these techniques is paid media, they allocate spending in not only radio, television and print media but also in digital media in order to acquire impressions, views and clicks. There are three approaches that can be taken for this:

Fist we have Rich Media Ads: These ads consists of motion graphics, audio, video and the objective is that the user interacts with the ad. These ads cannot be intrusive or disturb the user, they must be the ones to decide whether or not they want to interact with your ad. On the bad side, these sort of ads are difficult to design and are not suitable for everybody.

Another form of advertising are Display Ads: Display ads are often referred to as banners. These graphical forms of advertising come in standardized sizes and can include text, pictures and rich media (interactive multimedia as mentioned above). They can be placed on websites, applications, newsletters, e-mails etc. Rich media is combination of text, audio, still images, animation, video, and it is made to allow users to interact and participate with the ad. Display advertising allows you to target your audience by selecting various options such as demographic, gender, age etc. You can track the performance of your campaign daily to measure metrics such as impressions, clicks and conversions to calculate your return on investment (ROI).

Text Ads (Google Adwords): These are the simplest version of a clickable message and they are composed of three parts: a headline, display URL, and a description. This is Google’s main product and it is a pay per click service. These ads are considered to be very effective, fast and easy as Google is the most popular search engine in the world with over a billion searches every day. More people using Google, means more of your target audience will see your ads. You can set up a daily budget and change it based on the results your campaign obtains. Here is a Guide for Google Adwords: The Google Guide to Search Advertising.


Consumer Behaviour Measurement

This week’s class was about measuring customer behaviour. This is very important for marketeers, as it lets them know what the consumer’s wants and needs are and how they behave.

Understanding consumer behaviour is essential to the development of marketing strategies. Companies need to be able to analyse  where, when, why and how consumers buy.

So how does measurement work? current technology helps to analyse activity across a variety of digital platforms and systems to quantify consumer behaviour online, analysis of online audiences, advertising, video, media, word of mouth, etc. Often measurement fails due to lack of resources, budget and not knowing what exactly what needs to be measured.

A marketer needs to first identify his target consumers and understand their lifestyles, psychologies, income, spending capabilities, mentalities so they can be offered the right product/service. Marketeers must also take into account their age group, geographical location, lifestyle and social status.

Consumer Research Methods: Market research is often needed to guarantee that we produce what customers really want and not what we think they want. There are two types of research that can be carried out:

  • Primary Research: Primary Research refers to a research methodology where marketers interact with consumers directly and collect as much information as they can. This information is generally gathered through surveys (online surveys are frequently used in Ireland), questionnaires, feedback on-site or forms, social media (also used greatly by marketers in Ireland), mobile analytics, interviews etc.
  • Secondary Research: Secondary Research often refers to relying on information which has been collected by others at some point of time (Data bases and Website logs).

Tools to Measure Reach and Audiences: 

  • Google Analytics: Lets users measure sales and conversions and gives insights into how visitors use  a site, how they arrived, and how to keep them coming back.
  • Web-logs: Works as a web analytics software, server log file from a web server, and based on the values contained within it produces indicators about who, when, and how a web server is visited.
  • Provides free web-metrics it shows successful sites on the web by keyword, category, or country. It also offers analytics for competitive analysis, benchmarking, market research, or business development.
  • Using Internet Audience Measurement such as
  • Depending on how your company or brand is engaging in social media, there may be other metrics that should be factored into audience engagement. The additional metrics will likely come from the various social media channels that are outside of the ones listed above. These could include Facebook, Twitter, Blogs, Diggs, StumbleUpon likes, LinkedIn group activity or followers, social bookmarks, etc.