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Online marketing communications

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    Online marketing communications Online marketing communications Presentation Transcript

    • 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
      Er.Sartaj Singh Bajwa
    • Methods Of OMC
      • Online Advertising
      • Direct Email Marketing
      • Online Catalogs
      • Public Relations
      Er.Sartaj Singh Bajwa
    • 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
      Er.Sartaj Singh Bajwa
    • 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 )
      Er.Sartaj Singh Bajwa
    • Forms Of Online Advertising
      • Banner & Rich Media Ads
      • Paid search engine inclusion and placement
      • Sponsorship
      • Affiliate relationship
      Er.Sartaj Singh Bajwa
    • 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
      Er.Sartaj Singh Bajwa
    • 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
      Er.Sartaj Singh Bajwa
    • 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
      Er.Sartaj Singh Bajwa
    • 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
      Er.Sartaj Singh Bajwa
    • 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
      Er.Sartaj Singh Bajwa
    • 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
      Er.Sartaj Singh Bajwa
    • 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
      Er.Sartaj Singh Bajwa
    • 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
      Er.Sartaj Singh Bajwa
    • 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
      Er.Sartaj Singh Bajwa
    • 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
      Er.Sartaj Singh Bajwa
    • 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
      Er.Sartaj Singh Bajwa
    • 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
      Er.Sartaj Singh Bajwa