Chapter 15 Presentation

Promotional StrategyMKT4230

The Internet and Interactive Media

Patricia Knowles, Ph.D.

Associate ProfessorClemson University

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2Promotional StrategyMKT4230 2

Rapid Adoption of the InternetThese are the primary reasons for the rapid adoption of the Internet.

TextbookPage 494

Speed/convenience of information access

Control over what & how much is received

E-commerce

Extensive product and service offers


Marketers’ Adoption of the InternetThese are the various reasons behind marketers’ rapid adoption of the Internet.

TextbookPage 494 - 495

More potential buyers

Users online longerHigh-speed connections

Interest and purchase tracking

New media technologies

ROI trackingDirect feedback Better targeting


The Web SiteThis is an example of a well-designed website.

TextbookPages 496 – 497 / Exhibit 15 - 1


Web Design and Customer Interface IssuesThis is supplemental information that pertains to website building.


Context

Site’s layout and design,look and feel

Commerce

Site’s capabilities to enable commercial transactions/

scheduling

Connection

Degree site is linked toother sites

Customization

Site’s ability to self-tailor to users or allow users to

personalize the site

Community

The ways sites enable user-to-user communication

Content

Text, pictures, sound and video that web pages contain

Communication

The ways site-to-user or two-way communication is

enabled


Internet Communications ObjectivesThese are the communication objectives sought when using the Internet.

TextbookPages 497 - 499

Create Awareness

Create a Strong Brand

Generate Interest

Disseminate Information

Create an ImageStimulate Trial

Create Buzz

Gain Consideration

Objectives


Huggies Goes Beyond Providing InformationThis is how Huggies goes well beyond providing information.

TextbookPages 496 - 497 / Exhibit 15 - 2


Using Web Sites to Build Image and BrandThis visual shows the consumer website www.oukai.com, which is an excellent example of a website used for image building.

TextbookPage 498 / Exhibit 15 - 5


Meeting Other Communications ObjectivesThese are some of the other communications objectives that can be met through an Internet presence.


Create Buzz

Gain Consideration

Stimulate Trial


Under Armour Launches Protype Shoes via InternetThis visual contains supplemental information, the Under Armour website.



E-CommerceThis visual demonstrates another use of the Internet, which is the direct sale of goods and services.

TextbookPage 499

May be primary or secondary objective

Direct selling of goods and services through the Internet


EBay is a Popular E-Commerce SiteThis is an example of an e-commerce site.



Web 1.0 and 2.0This a summary of the differences between Web 1.0 and Web 2.0.

TextbookPage 499 – 500 / Figure 15 - 2


Advertising on the Internet (Part 1)These are the various forms of advertising that can be done on the Internet.


Banners

Sponsorships

Pop-ups / Pop-unders

Push Technologies

Links

Interstitials

Forms of Internet Advertising


Typical Banner AdsThese are two examples of banner ads, which encourage the viewer to click through for more information about the product.

TextbookPages 500 / Exhibit 15 - 7


Advertising on the Internet (Part 2)These are the various forms of advertising that can be done in the Internet.


Forms of Internet Advertising

PodcastingRSS feeds

Blogs

Online commercialsVideo on demand

Webisodes

• Paid Search• Behavioral targeting• Rich media

Contextual AdsAdditional Forms

These are examples of advertising models available to marketers.


Internet Advertising Models

TextbookPages 502 - 503 / IMC Technology Perspective 15 - 1


Internet Search AdvertisingThis is the definition of “Search Engine Marketing” and “Paid Placement”:

Search Engine Marketing

• The entire set of techniques and strategies used to direct visitors from search engines to marketing web sites

Paid Placement

• Text-only ads targeted to keyword search results on search engines• Offered through programs such as Google AdWords, Yahoo Search, or Microsoft Bing

• Sometimes referred to as paid placement, pay-per-click, cost-per-click advertising



Internet Search AdvertisingThis is the definition of “Behavioral Targeting,” “Contextually Targeted Ads,” and “Organic Search Optimization”:

Behavioral Targeting

• Targeting online ads to consumers based on their Web searching behavior

Contextually Targeted Ads

• Text ads targeted to the content of web pages using programs such as Google AdSense and Yahoo Search Content

• Placement of ads determined by content of the web page where they are shown

Organic Search Optimization

• Using a range of techniques to improve how well a site or page is listed in search engines for specific topics



Paid SearchThis is the definition of “Online Search-Based Advertising” and the highlights of the cost of bidding on key search terms.

Online search-based advertising

• Advertiser pays only when a Web surfer clicks on their link from a search engine page• Search ads appear in a specified, sponsors-only area near the search results for that

phrase

Advertisers bid on search keywords

• Prices for popular search terms• Background check - $1.18 per click• Car loan - $1.34 per click• Refinance - $4.46 per click• Mesothelioma - $50 per click



Rich MediaThis chart elaborates on the topic of rich media.


Online Commercials

Video on Demand

Webisodes

Other Forms

A broad range of interactive digital media that exhibit dynamic motion, taking advantage of enhanced sensory features such as

video, audio, and animation


PodCasting, RSS, Blogs, and MoreThese are three additional ways to deliver advertising messages on the Internet.



Web 2.0 – The Social Media LandscapeThis visual illustrates the interactive nature of Web 2.0:

TextbookPages 504 – 505 / Figures 15 – 3 and 15 - 4


Social MediaThis is the definition of “Social Media” and its uses:

Internet Social Media

• Online technologies and practices that people use to share content, opinions, insights, experiences, perspectives and media themselves

• Created, initiated, circulated and used by consumers intent on educating one another about products, brands, services, people and other topics of interest



Examples of Social MediaThis are examples of social media sites.



Popular Social Media SitesThese are some of the logos of the largest social media sites.



Uses of Social Media in IMC MixThese are the reasons to add social media to the IMC mix:

Enable companies to interact with their customers

• Way to engage customers (contests, online voting, online games, submit ideas (Frito Lay)

• Enables consumers to see others using product (Swiffer contest)• Provides information to customers

Enable customers to interact with one another as well as companies

• Word-of-mouth

Support causes important to consumers



Sales Promotions are Done on Web SitesThis is an example of the use of sales promotion on an Internet site.



Personal Selling on the InternetThese are the two perspectives on whether the Internet will replace or enhance personal selling.


Cross-selling

Valuable source of leads

Greater potential reach

Cheaper than personal sellingMay Replace Personal Selling

May Enhance Personal Selling Efforts

Prospects request sales calls

Improves 1-on-1 relationships

Primary source of information

Stimulates trial


Public Relations on the InternetThis is an example of how Chrysler uses its website for public relations efforts.

TextbookPages 509 - 510 / Exhibit 15 - 11


Direct Mail (Email)These are some of the characteristics of email used for direct marketing purposes.

TextbookPage 510

Electronic version of regular mail

Tries to reach those w/specific needs

Highly targeted

Relies on email lists


Infomercials and Home-ShoppingThese are some of the characteristics of infomercials and identifies major online retailers. Although not purely home-shopping sites, Amazon and eBay sell a lot of products online too.

TextbookPage 510

Infomercials

Program content similar to television, cable or satellite

Web allows greater audience interaction

Online retailers include QVC, HSN, ShopNBC


Measures of Internet EffectivenessThese are some of the measures of effectiveness for Internet marketing efforts.

TextbookPage 511 / Figure 15 - 7

Post-click conversionsClicks Cost per conversion

Frequency toConversion Radios

Average frequencyUnique visitors Ad exposure time

View-through rateAd interaction rate Visits

Offline sales liftWebpage eye tracking Cross-media models


Traditional Measures of EffectivenessThese are some of the traditional measures used to determine the effectiveness of the Internet.

TextbookPage 511

Recall andretention

Sales

ROITracking

Surveys


Internet Marketing Pros and ConsThe are the advantages of the Internet.


Target Marketing

Message Tailoring

Interactive Capabilities

Information Access

Sales Potential

Creativity

Exposure/Speed

Advantages

Complement to IMC


Internet Marketing Pros and ConsThe are the disadvantages of the Internet.

TextbookPage 513

Measurement Problems

Potential for Deception

Clutter

Privacy

Irritation

Disadvantages


Additional Interactive MediaThese are additional forms of interactive media that are available to marketers.


Interactive TVAllows viewers to interact with

the program and advertising

MobileCommunications through

satellite broadcast systems or cellular phones


Test Your KnowledgeInteractive TV, interactive CD-ROMs, kiosks, and interactive phones:

A. Are viewed by businesses as breeches of consumer rights to privacy

B. Can be contributors to an IMC program

C. Cannot be linked with traditional advertising media

D. Replace the Internet in most IMC programs

E. Are not viewed as viable elements within a well-designed IMC program