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Interactive Marketing
Interactive Marketing
Interactive Marketing
Interactive Marketing
Interactive Marketing
Interactive Marketing
Interactive Marketing
Interactive Marketing
Interactive Marketing
Interactive Marketing
Interactive Marketing
Interactive Marketing
Interactive Marketing
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Interactive Marketing

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Transcript

  • 1. Interactive Marketing MKT628 – Prof Viar
  • 2. Content in Context
    • 3 C’s as Internet resources
      • To implement marketing objectives
      • Content
        • What gets to the consumer
        • I.e., information
      • Channel
        • How it gets there
        • I.e., infrastructure
      • Communication
        • Type of vehicle by which it gets there
        • I.e., context
  • 3. An Overview of Content
    • Internet as information
      • Rapidly increasing in amount
      • Widely available
    • Where does the information come from?
      • People
      • Technology
    • What types of content are there? raging cow
    • How does content affect marketing action?
  • 4. Sources of Content: People
      • Company
        • Descriptive product information (specs)
        • Promotional information (ads)
        • Product usage information (FAQs)
        • Weblogs (internal and external) http://www.u2log.com/
      • Customers
        • Testimonials and reviews
        • Web boards ebay
        • Chat rooms
        • Other
          • http://tattoos.com/gallery/frkgal01.htm
      • Other
        • Press
        • Links (e.g., partners, databases) (link popularity)
        • Purchased content/syndicated content
  • 5. Types of Content
    • Enabled by technology
    • Reminiscent of telepresence
      • Multimedia
        • Downloadable a/v (file  your computer)
          • http:// www.dart.org/video.asp?zeon =video
        • Streaming a/v (real-time receive and play)
          • bluenote radio
        • 3-D animation (“virtual reality” VRML)
          • exemplum
  • 6. More Types of Content
    • Types that enable interactivity
      • Online help
        • Increase satisfaction with site, company,product
        • http:// elab.vanderbilt.edu/about/verbot/index.htm
        • Via FAQ’s, email, real-time online support
      • Contests
        • http://www.funbets.com/cgi-bin/start.cgi/betexchange/welcome.html?affiliateid =800000&AID=57083&PID=71121
      • Games
        • http://www.barbie.com
    • Selection of interactivity should be based on company objectives
      • Providing information
      • Getting information
  • 7. Purposes of Content
    • Mix applications of content
      • Product
        • Content as product (e.g., online stats)
        • Content to create product http://www.dell.com/
        • Content to describe/communicate product
        • http://www.cisco.com/univercd/cc/td/doc/product/fhubs/bmmicg/bmmquik.htm
      • Price
        • Comparisons with competition
          • http:// cnet.search.com/search?timeout =3&tag=ex.cn.1.srch.cnet&q=digital+camera
          • http:// www.mysimon.com /
        •  transparency
  • 8. More Content Effects
    • Place: content creates a context
      • Virtual places http:// www.cybertown.com /
      • Virtual people (avatars) swatch
    • Promotion
      • Content as image http://www.crest.com/
        • For product
        • For company
      • Content as improvement
      • Content as incentive
  • 9. What Makes Content Good?
    • Depends on purpose
      • Strategic objective
      • Product focus
    • Depends on audience
      • Geographic “tastes”
      • Subjective v. objective content use
        • What people say they want
        • How they actually use it
  • 10. What 990 People Say They Want (Source: Arthur Andersen 2001)
  • 11. Issues with Content
    • What happens when people interact with technology to create content?
      • Consumer issues for content
        • User characteristics affect info search and use
        • http://www.amazon.com/exec/obidos/subst/recs/instant-recs-home.html/ref =pd_ir_gw_r/107-5455927-4069324
      • Marketer issues for content
        • Format control, comparison effects
        • http://www.dreamink.com/design5.shtml
      • Policy issues for content
        • Source of content: copyright concerns
        • Nature of content: indecent, illegal eGray.com
      • Technology issues for content
        • Bandwidth in general
        • Bandwidth in specific (last-mile problem)
  • 12. Tools for Interactive Marketing
    • Website design
    • Online product demos
    • Email marketing
    • CD-ROM development
    • Online advertising
    • Analytics & Optimization
    • Wireless Marketing
  • 13.
    • Questions?

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