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MISS SAKINAH SHUKRI @MSUMALAYSIA
To consider the differences between new and traditional media.
To understand how a website can be used in a company’s marketing activity.
To understand the concept of E-commerce.
To understand the concept of SEO and PPC.
To consider different forms of online advertising.
To understand how social media can be used in a company’s marketing activity.
To consider different online promotional mix activities.
The internet is providing a wide variety of activities for marketing
Activities are impacting on business strategy, marketing channel structures, consumer relationships and marketing communications mix
The Internet impacts upon marketing in 2 main ways:1) Distribution2) Communication
Traditional Media
One – to – many
Greater monologueActive provisionMass marketingGeneral needBrandingSegmentation
New Media
One – to – one and Many to manyGreater dialoguePassive provisionIndividualised marketingPersonalisedInformationCommunities
“Websites are cornerstone of Internet activity” – Fill, 2009
Websites can be product-oriented or corporate-oriented
Karayanni and Baltas, 2003
Website Characteristics
Interactivity
NavigationMultimedia
design
Content
2 minute activity
Discuss with the people next to you good websites you have visited. Consider the aspects of website design in previous slide
Rayport and Jaworski, 2004
Type of Community Explanation
Context Layout and design of website
Content Text, sound, pictures and video material
Community Site enabled user-to-user comms
Customization Site facilities to tailor itself to user needs
Communication The ways in which 2 way communication is enabled
Commerce Ability to enable commercial transactions
Connection The number of other linked sites
Simple layout
Content is clear and concise
Customized to each customers needs
Communication between buyer and
seller
E-commerce
Easy navigation
Buying and selling of products or services over electronic systems - the Internet
E-commerce requires the following technologies:
- Electronic funds transfer
- Supply chain management
- Online transaction processing
- Electronic data interchange (EDI)
- Inventory management systems
- Data collection systems
SEO - Search engine optimization is the process of improving the visibility of a website or a page in search engines via the organic search
PPC - Pay per click is an Internet advertising model used to direct traffic to websites - advertisers pay the publisher when the ad is clicked
crawlers
Online advertising needs to be planned and managed in same way at traditional media.
Different forms of online advertising include:- Banner ads- Pop-ups- Micro-sites- Email- Rich media banner ads
Banner Ad
Facebook, Twitter, Blogs, Youtube, Forums/Chat rooms Web-based and mobile technologies Turns communication into interactive dialogue Allows the creation and exchange of user-generated content Social media has substantially changed the way organizations,
communities, and individuals communicate
Properties of Social Media:
1. Reach
2. Accessibility
3. Usability
4. Immediacy
5. Permanence
Develop relationships with customers – engagement To be seen as experts in their industry Talk with other experts online Campaigns – for product launches etc Increase social reach – maybe target a different audience Attract new customers Support offline campaigns Communicate with customer directly Innovation – keeping with the times Public relations activity
Competitions Customer service advise Sign up to newsletter Speaking with customers directly to develop relationships Integrated fully with Twitter and Blog
What companies have you seen using Facebook well? How are they using it?
Answering customer queries Dealing with customer complaints and issues – reputation management Building relationships with customers Occasional promotion publicised
# are used during the show airing time Viewers are encouraged to Tweet about the show Response from cast members
What companies have you seen using Twitter well? How are they using it?
Stories from holiday makers Videos and games for customers to interact Upcoming events are promoted Any company news is posted on the Blog People can use the blog to find out more about the resort before they go Helps Disney to attract and retain customers by sharing experiences with them.
Using social networks to create a “buzz” about a product/service/company
Increases brand awareness eWOM Viral marketing may take the form of video clips, interactive flash
games, ebooks, images, text messages etc
Online sales promotions- Most online sales promotions are targeted at consumers and are used in combination with advertising.
- Viral marketing and viral advertising use customers' own social circles and social networking sites to boost sales.
Online direct marketing- Most obvious form is email
- Direct marketing messages emphasize a focus on the customer, data, and accountability
Online public relations- Online media has allowed PR to move from one-way-model of communication to a two-way-model of communication.
- The internet can play an important role in term of crisis management
Online personal selling- Remains the one part of the promotional mix that the Internet cannot address.
- Internet may be seen as an impersonal medium and as such does not allow for direct personal communication or personal selling.
Quick Response Code
Scan code on smart phone using the app and it takes you to web page
Used for commercial tracking, entertainment, product/loyalty marketing
Companies need to consider using new media to be innovative and remain competitive
Concepts such as SEO and PPC can be used to increase visibility of a company online
There are many different forms of online advertising for companies to consider
Social media can be used to create awareness and build relationships with customers
Promotional mix activities are now taking place online as well as offline