Promotion in the Internet Marketing

Mix

Sarah KayyemReham El-DidiLujein Ramiz

What is Promotion?Promotion is one of the 4Ps of the

marketing mix variable of which includes planned, persuasive, targeted, and goal-driven marketing communication

Promotion Delivery ChannelsPDC are basically pipelines for

delivering marketing promotions to target audiences.

PDC is present if different medias:◦Face-to-face personal selling◦Electronic mass media (TV … etc.)◦Print media (magazines …etc.)◦Outdoor media (billboards)◦Direct media (advertising, mail)

Online/ Offline promotion activitiesSome of the PDC are used online in electronic formOther channels link offline and online settings; like

that of the Taxi MediaTaxi media is a web server that displays ads from

taxi top electronic billboards; in which the displays are extremely eye-catching.

They represent:◦ Integration of wireless internet◦ GPS◦ video

Note to that: the advertising message displayed on the taxi changes as the taxi moves from one place to another; relating to itself to the market it ought to be in (whether it was near a medical center)

Companies use the internet to create Buzz

Companies usually display their products, services, and promotional activities online to create a buzz; which, in turn, encourages the word-of-mouth communications.

Yahoo buzz http://buzz.yahoo.comGoogle Zeitgeist

www.google.com/press/zeitgeist.htmlNote to that, BUZZ can also be

dangerous if it is negative or misinterpreted.

Know the culture you’re releasing your promotions in …

Identifying what is hot in a culture would actually help others decide what:◦Movies to watch◦Series to purchase◦TV channels/programs to watch.

Promotion Targets…

What are the two characteristics that define a target market?

Promotion Targets…

Want/Need for the productThey are to buy the product

The Double Edge sword of Promotion

Hostile Audience

Promotional Waste

So what should marketers do?…

Define the market offer:-◦Broadly◦Narrowly (niche)

Another Way…Target the Mass Undifferentiated

market

Commercial Enterprises

B2B MarketingIntranetsExtranet

Promotion Directs Behavior

Hierarchy of Effects Model

Hierarchy of effects ModelAware

Knowledge

Preference

Conviction

Behavioral Intention

Purchase

Repurchase

Emotional ProductsLow involvement

Emotions