Online marketing communications

Er.Sartaj Singh Bajwa

Concept - OMC
OMC are methods used by online firms to communicate to the consumer and create strong brand expectations
OMC have a dual purpose :
-- OMC is used to strengthen the firm`s brand by informing the consumer about the features
-- Secondly it promotes sales by directly encouraging the product to buy the product sooner or later
Promotional sales communications suggest the consumer “buy now” and make offers to encourage immediate purchase

Methods Of OMC
Online Advertising
Direct Email Marketing
Online Catalogs
Public Relations

Online Advertising
A paid message on a website or other interactive medium such as instant messaging
Biggest advantage is the ability to target ads to narrow segment and to track performance of ads
Provides opportunity for interactivity (two way communication )between advertiser and potential customer
Primary disadvantage is to measure cost versus benefits as well as how to adequate measure its results

Pricing Models For Online Advertisements
Barter (exchange of space for something of equal value)
Cost Per Thousand- CPM (advertiser`s pays for impression of 1000 unit lots)
Cost Per Click- CPC (advertiser pays prenegotiated fee for each click and receives)
Cost Per Action- CPA (advertisers pays for those users who perform a specific action , such as registering , purchasing)
Hybrid (two or more of the above models used together)
Sponsorship (advertiser pays fixed fees )

Forms Of Online Advertising
Banner & Rich Media Ads
Paid search engine inclusion and placement
Sponsorship
Affiliate relationship

Banner Ads
It displays a promotional message in a rectangular box at the top or bottom of a computer screen
If clicked on it brings a potential customer directly to the advertiser`s website
Animated ads which displays different images in quick succession creating an animated effect

Types Of Banner Ads
Button is a permanent form of banner ad
Skyscrapers' are tall , narrow banner , almost 3 times the height of banner ads
Pop-under ads opens underneath a user`s active browser window and does not disappear until the user closes the active window (ad remains visible until the user takes action to close it)
Pop-underads sometimes results in negative branding

Rich Media Ads Er.Sartaj Singh Bajwa

Interstitial Ads
Interstitial Ad is a way of placing a full page between the current page and the destination page of a user
Generally inserted within the single website and is displayed when the user moves from one page to the next
To avoid boring users ads include animated graphics and music to entertain for not more than 10 seconds
Good interstitial may have skip through or stop option for users who don't have interest
Dead time is used and does not slows the arrival of the page they have requested

Superstitial Ads
Superstitial is a rich media ad that is pre loaded into a browser`s cache and does not play until fully loaded and the user`s click to another page
It waits until the user clicks to another page before popping up in a separate window
Superstitial ads enable the pursuit of advertising goals including branding , direct response , entertainment

Modes Of Banner Ads
Banner swapping is an arrangement among firms that allows each firm to have its banners displayed on other affiliate sites with no cost
Banner exchanges arrange for banner swapping among firms
By displaying the banner of other firms , the firm can earn credits towards the display of its banner on other websites

Paid Search Engines Inclusion & Placement
In this the advertising firms pay the search engine for inclusion in the search engine index
Paid inclusion implies that there firm will appear prominently in the results of relevant searches
Firm who wish to be near or at the top of a particular search results in bid between firms on how much they are willing to pay
These include sponsorships & affiliate relationships

Sponsorships
It is a paid effort to tie an advertiser`s name to particular information , an event , a venue in a way that reinforces its brand in a positive way.
Sponsorships are more about branding than immediate sales
Generally in this content is combined with an ad message to make the message more valuable

Affiliate Relationships
It permits a firm to put its logo or banner ad on another firm`s website from which users of that site can click through to the affiliate site
Also known as tenancy relationships
Strategic partnerships in which interests of both the parties are advanced and there is no direct exchange of money
Two sites may sell complimentary products and the firms may strike an affiliate relationship to make it easier for their customers to find the products they are looking for

Direct E-mail Marketing
E-mail marketing messages sent directly to interested users
Key to effective direct email marketing is “interested users”
It is different from spam ( sending unsolicited e-mail to mass audience of internet users who have expressed no interest in the product )
In this information is sent to only those people who have expressed at one time or other an interest in receiving the message from the advertiser

Online Catalogs
Online catalog is to display a firm`s products
Electronic version of online catalog includes :
- color image of each available product ,
- description of the item ,
- size
- color
- material composition
- pricing information

Public Relations
Marketing tool used to increase awareness of a site and potentially boost traffic
Public relations involve communicating with target audience or public using methods other than advertising
Methods include special events like grand opening , press conference and publications

Mixing online & Offline Communication
Marketing communications campaign most successful at driving traffic to a web site have incorporated both online & offline
Eg Unilever took the database of the customers addresses which has been collected online and mailed a paper magazine filled with cooking and cleaning tips to that list
- Although an electronic magazine would have been less costly Unilever believed a paper publication to be better suited for providing information

Online marketing communications

by Sartaj

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Online marketing communications Presentation Transcript