Online Marketing communications. Learning Objectives Identify the major forms of online marketing communications Discuss the ways in which a Web site

Online Marketing communications

Learning Objectives

Identify the major forms of online marketing communicationsDiscuss the ways in which a Web site can be used as a marketing communications tool

Introduction

Online marketing communications Methods used by online firms to

communicate to the consumer and create strong brand expectations

Online Marketing Communications

Dual purpose of online marketing communications Branding

To strengthen a brand by informing consumers about the differentiating features of the products and services

Sales Encouraging the consumers to buy

products and services

Online Marketing CommunicationsOnline advertising

Advertising is the most common and familiar marketing communications tool


Heaviest online advertisers Hardware companies media companies Financial services Automotive Travel Telecommunications Health Consumer packaged goods

Reason why they are popular Products that consumers do much research before

purchasing Rely on brand name


Forms of online advertisement Banner and rich media ads Paid search engine inclusion and placement Sponsorships Affiliate relationships


Banner ad Displays a promotional message in a

rectangular box at the top or bottom of a computer screen

Advantage If clicked, it can take the user to the

advertiser’s web site It also is much more dynamic than a

printed ad as it can present multiple images or otherwise change its appearance


Banner ad Specifications for four sizes of banners

Full, half, vertical and micro bar Button

A permanent banner ads Square pop-up (opens a separate window) Pop-under ads

Opens underneath a user’s active browser window and does not appear until user closes the active window


Paid search engine inclusion and placement Search engines sites originally performed

unbiased searches of the Web’s huge collection of Web pages, and derive revenue from advertisements

Search engines have become digital yellow pages where firms pay for inclusion and placement in the search engine index To be at or near the top of particular search results,

businesses have to bid for position based on how much they are willing to pay


Sponsorship A paid effort to tie an advertiser’s

name to information, an event, or a venue in a way that reinforces its brand in a positive, yet not overtly commercial manner


Affiliate relationship Permit a firm to put its logo or banner ad on another firm’s

Web site from which users of that site can click through to the affiliate’s site

Relationship are often called tenancy deals because they allow a firm to become a “tenant” on another site without charge

Direct e-mail marketing E-mail marketing messages sent directly to interested users

Spam Unsolicited commerce e-mail

Public relations Involves communicating with target audiences, or public,

using methods other than advertising

Understanding the Cost and Benefits of Online Marketing Communications

Online marketing metrics Impressions

Number of times an ad is served Clickthrough rate

Number of times an ad is clicked Hits

Number of http requests Page views Number of pages viewed

Stickiness Average length of stay at a site

The Web Site as a Marketing Communications Tool

One of the strongest online marketing communications tools is a functional Web site that customers can findConsiderations Domain names

Play an important role in reinforcing an existing brand and developing a new one

When choosing domain names Short and memorable not easily confused with others and difficult to misspell

During E-Commerce I era, companies were willing to pay millions for a “good” domain name

The Web Site as a Marketing Communications Tool

Considerations Web site functionality

Once a customer has arrived at our site, what is important at that point is what does our website have to convince him or her to purchase

Documents

Online Marketing communications. Learning Objectives Identify the major forms of online marketing communications Discuss the ways in which a Web site