that provided an overview of each ODG vehicle, in this post we compare the different ODG vehicles on parameters like:
a) Costing Method
b) Cost of Compaign
c) Primary Effectiveness Factors
d) Tertiary Effectiveness Factors
Here we go :)
| Effectiveness Factors | |||||
|---|---|---|---|---|---|
| SI# | Online Marcom Vehicle | Costing Method | Campaign Cost ($) | Primary | Secondary |
| 1 | Banner | Per Clickthrough | High | $ Spend | Choice of Site where banner placed, Messaging on the banner, Landing Page Matches Offer on Banner |
| 2 | High Impact Placement | Per Clickthrough | Very Very High | $ Spend | Choice of Site where HIP placed, Messaging on the HIP, Landing Page Matches Offer on HIP |
| 3 | Close to 0 for sending email; Creative & Modelling Cost | Low for execution | Number of email drops | Choice of right audience; Sending right offer to right audience | |
| 4 | Affiliates | Per Purchase, Usually 5-10% of the purchased amount is retained by affiliate | Medium - payment hits margins hard on purchases | Offer attractiveness | Choice of site where offer placed, Landing page showing same offer as what was placed |
| 5 | Product Listings | Per Purchase, Usually 5-10% of the amount is retained by the lister | Medium - payment hits margins hard on purchases | Offer attractiveness | Choice of site where offer placed, Currentness of Offer |
| 6 | Paid Search | Per Click | Medium | Keyword Choice & Placement | Effective Bidding Strategy with Google/Yahoo (Don't bid on keywords that you can migrate to natural search); Effective Landing Pages |
| 7 | Traditional Mass Media e.g: Newspaper Ads, Print, TV | Per Advertisement (e.g: for an ad on the front page, in minutes for TV advertisement) | High | Tracking Difficult | Intuition of the traditional marketing/brand manager :) ;) |
| 8 | Social Media & communities (SMAC) | Free for ads on your site, Pay for ads on other site | Medium | Create effective SMAC pages | e.g: Good Facebook Site for your company that others want to visit |
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