Ch15 The Internet and Interactive Media

The Internet and Interactive MediaThe Internet and Interactive Media

15

A Brief History of the Internet

The Internet and Integrated Marketing

Measuring Effectiveness of the Internet

Advantages and Disadvantages

Addition Interactive Media

1

2

3

4

5

Contents

The Internet and Interactive Media


1994

- Internet started

- The connection of 2 computer at Stanford University

19931969

- Development of the World Wide Web (WWW)

- 1st advertisements

on the Web


David A. Aaker, a University of California Berkelay professorand the author of numerous articles and books on branding

“ Increase the synergies and impact among

the firm’s individual brand-building programs

so that the whole is greater than

the sum of its parts”

“Integrator” of the IMC program

the “glue” that holds the IMC program together.

Why the rapid adoption of the Internet?

Web Participants

Consumer Market

Business to Business

Users

Users

Web Objective

1. Information purpose1. Information purpose

Web Objective

Web Objective

2. Additional communication2. Additional communication

3. Sales objectives3. Sales objectives

Information purpose

Additional communication

Sales objectives

Sales objectives

Developing and Maintaining a Website

The role of the websiteThe place where information is made available to usersof the internet by the provider.

To attract visitors to the site and have themreturn to it requires

combination of creativity effective marketing continual updating of the site other media must be integrated with the website

Top 50 Web Sites in Thailand

Communication Objective

Create Awareness

Generate Interest

Disseminate Information

Create an Image

Create a Strong Brand

Stimulate Trial

Create Buzz

Gain Consideration

1. Create Awareness

1. Create Awareness

2. Generate Interest

3. Disseminate Information

4. Create an Image

5. Create a Strong Brand

• Branding is a Complicated Process

• The costs Are Too High

Why companies can’t achieving their goals to create branding through the Internet?

• Branding and Direct Response May be Counter objectives

6. Stimulate Trial

6. Stimulate Trial

7. Create Buzz

8. Gain Consideration

E-CommerceDirect selling of goods and services through the Internet




Integrated Marketing Communication

1. Advertising

2. Sales Promotion

3. Personal Selling

4. Public Relation

5. Direct Marketing

The Internet site should be

integrated with:

Advertising

Side Panels

Vertical

Skyscrapers

1. Banners: Use to create awareness or recognition or for direct marketing objective

Advertising

2.1 Regular • Company pays

to sponsor a section of the site

2. Sponsorships:

Advertising

2.2 Content• Sponsor and

participates in providing the content

2. Sponsorships:

Advertising

Pop-Ups

A small window often appear when you access a certain site and usually larger than a banner ads but smaller than a full screen.

3. Pop-Ups / Pop-Unders:

Advertising

Pop-Unders

Ads that appear underneath the web page and become visible only when the user leaves the site

3. Pop-Ups / Pop-Unders:

Advertising4. Interstitials: Ads that appear on your screen while you are waiting for a site’s content to download

Advertising5. Push Technologies / Web casting: Push technologies dispatch web pages and news update and may have sound and video.

Advertising6. Links: Click on a link that provides additional information and / or related material at another site

Advertising7. Paid Search: Advertising on search engine such as Google, MSN and Yahoo

Advertising

8. Behavioral Targeting

9. Contextual Ads

• Clickstream

• Internet Protocol (IP)

• Web Page Content

Advertising10. Rich Media:

10.1 Online Commercials• Create New• Same Spot on TV


10.2 Video on Demand


10.3 Webisodes

• Short featured film to Advertise

the product

Advertising11. Additional Internet Ad Forms :

RSS BlogsPodcasting

A medium that uses the Internet to distribute radio like files for download

A Specific that uses XML to organize and format Web-Based content in a standard way

A Web-Based publication consisting primarily of periodic article, normally presented in reverse chronological order

Sales Promotion

MTV Yahoo

Companies have found the Internet to be a very effective medium

for disseminating sales promotion

Personal Selling

A Detriment of personal selling on Internet

The High cost and Poor-reach disadvantages of personal selling

A Benefit of personal selling on Internet

- Web sites have been used quite effectively to enhance and support the selling effort

- Web sites can be used to stimulate trial

- Web sites have used to improve the company one-on-one relationships with customers

Public Relations

• The internet is a useful medium for conducting public relations activities

• The content to public relations activities, including the provision of information about the company annual reports

• Up to date news stories, photo image, cross references to media ,calendar of upcoming events and allows for customer feedback

• Not only the profit company to use internet for PR-purpose but also include the Non-profit Organizations, Political Parties

Public Relations McDonald's in Thailand use the public relation through the

internet media such as MSN ,Twitter, Facebook and Blog to update the new product and hot promotion on it,

Direct market

Direct mail

• Highly targeted

• Relies on e-mail lists

• Attempts to reach those with specific needs

• Often used by catalogers

Direct market

InfomercialsInfomercials on television has produced infomercials for the Internet, Ex.Travelzoo An online travel company promotes destinations and carriers to the infomercials.

Direct market

E-Commerce

• Rapid growth rates likely to continue

• CDs, books, travel are main categories

• Clothing, cars, financial services are all gaining ground

Home Shopping Channels

• Has taken the homeShopping TV channel to the Internet such as Amazon, ebay

Measuring Effectiveness of the Internet

Measures of Internet Effectiveness

Clicks

(Click-through , in-unit click , mouse-over) Post-click conversions Unique reach of delivered ads

(browsers , visitor ,Users) Average frequency (Visit) Frequency to conversion ratios Advertising exposure time Ad interaction rate

Ad impresison View-through rate Share of voice Web page eye tracking Offline sales lift Cross-media econometric models Page impression

Measures of EffectivenessTraditional Measures Recall / retention Surveys Sales Tracking

Cross-Media Optimization Studies (XMOS)

Internet-Specific Measures

Sources of Measurement Data

Arbitron

MRI and SMRB

Ad analyzer

Audit Bureau of Circulations

Internet Advertising Bureau (IAB).

eMarketer

Nielsen Net Ratings

Jupiter Reserach, Inc

Business 2.0 and East Company

Internet Advertising Report and Office.com

Advantages and Disadvantages

Advantages Disadvantages

1. Target marketing2. Message tailoring

3. Interactive capabilities4. Information access

5. Sales potential6. Creativity7. Creativity8. Speed9. Complement to IMC

VS

1. Measurement problem2. Annoyance 3. Clutter 4. Potential for deception5. Privacy6. Poor reach 7. Irritation

Additional Interactive Media

Interactive TV : iTV Allows the viewer of a television program to interact with the program and the advertising

Additional Interactive Media

Wireless: Sending advertisements, coupons, and direct-response offers through cell phones and PDAs

MemberNo. Student ID Title Name Surname

1 5310224061 Mr. Piyapong Buaban

2 5310224069 Miss. ChorKaew Rahong

3 5310224073 Mr. Ungkrandecha Boonmasuab

4 5310224085 Miss Sirimas Theerapharp

5 5310224087 Miss Phatthranit Rueangputtisak

6 5310224091 Mr. Jatupol klangprapun

7 5310224095 Mr. Prasopchoke Puangsa-ard

8 5310224102 Miss Wiwan Popet

9 5310224109 Mr. Akrapol Pornprayuth

10 5310224114 Miss Pariyarat Chantraprasit

11 5310224116 Miss Weeraya Klinhom

Education

Ch15 The Internet and Interactive Media