E Marketing Week07
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E Marketing Week07



Promotion: the internet in the promotional mix...

Promotion: the internet in the promotional mix

Week 7 of 13 of the 2007 Internet Marketing Course. Content is based in part on Dann, S and Dann S 2004 Strategic Internet Marketing 2.0, Milton: Wiley. Diagrams taken from the Dann and Dann text are copyright to their respective copyright holders.



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E Marketing Week07 E Marketing Week07 Presentation Transcript

  • MKTG7037 / MKTG2032 E-marketing Week 6
  • Course Structure Chapter 15 International marketing 21 May 12 Chapter 14 Relationship marketing 28 May 13 Chapter 13 Services marketing online 14 May 11 Chapter 12 Distribution 7 May 10 Chapter 11 Pricing strategies 30 April 9 Chapter 10 Promotion 2: the internet as a promotional medium 23 April 8 Chapter 9 Promotion: the internet in the promotional mix 2 April 7 Chapter 8 The role of product in internet marketing 26 March 6 Chapter 7 The internet in marketing strategy 19 March* 5 Chapter 6 Applications for business and non-business 12 March 4 Chapter 5 Creating cybercommunities 5 March 3 Chapter 4 Consumer behaviour 26 February 2 Chapter 3 Unique features of internet-based marketing 19 February 1 Topic(s)/Task(s) Week beginning Week No
  • Assessment Due Dates
    • Task Weighting Due
    • Essay Registration 01 March 16
    • Solo Assignment 20 March 26
    • Group-Optional Essay 29 May 21
    • Final Examination 30 June
    • Online Forum 20 During semester
  • Dealing with a few internet matters
  • http://www.euroblog2007.org/euroblog2007-results.pdf http://www.euroblog2007.org/
  • http://www.euroblog2007.org/
  • Don’t look shocked
    • Seth Godin
      • And I’m agreeing with him. It happens. Sometimes
    • Thinking about Stripe Generator
      • Most people can't imagine why you'd want Stripe Generator. After all, it's just a free tool that... makes stripes.
    • Blogs are a tactic, not a strategy
      • Steve Rubel points out that blogs and trackbacks aren't the only thing happening these days ( TrackBacks Are Dying .) Digg/reddit and lenses and instant messages and tags are all part of the same universe. Each serves a different purpose, but all of them are related and keep moving ideas around.
    • You should write an ebook
      • I'm serious. Smart people with good ideas worth sharing can get a lot out of this exercise.
        • http://sethgodin.typepad.com/seths_blog/2007/03/you_should_writ.html
  • More fun than assignment marking
  • You’re probably going to hate this part IN CLASS INTERACTIVITY!
  • Promoting on-line / off-line
    • In your opinions…do any of the following…
        • RFID tags
        • m-commerce
        • MMORPG environments
        • social media marketing
        • online viral marketing
    • Help or hinder promotion?
  • Don’tcha hate it when I take survey results seriously?
  • Buzz building
    • BW: How would you advise a marketer to act if they want to start a buzz?
    • DW: First, they should focus less on who people influence and more on how people are influenced
    • Second, they should also think more about networks, and network structure, rather than treating everyone as behaving independently.
    • Third, they should move away from the idea that buzz can be engineered to achieve some prespecified outcome, and get better at measuring and reacting to buzz that arises naturally
      • http://socialmarketing.blogs.com/r_craiig_lefebvres_social/2007/03/fallacies_of_bu.html
  • Attracting users to the Web
    • The five-step model:
      • Awareness
      • Attraction
      • Visit/contact
      • Purchase
      • Repurchase
  • The foundations of promotion
    • Six tenets of promotion:
      • Promotion should be about empowerment.
      • Promotion can signpost social change.
      • Promotion can support and encourage.
      • Promotion can send news.
      • Promotion can be used to share experiences.
      • Promotion can be used to answer a dream.
  • Integrated Marketing Communications (IMC)
    • IMC represents a marketing promotions approach that attempts to utilise the value of a comprehensive plan of image and message strategies to present a consistent message across a range of communication methods:
      • Message consistency
      • Message clarity
  • Communicating the URL
    • The web site can play a promotional role in one of four different points in the sales process:
      • Pre-purchase
      • Point of purchase
      • Purchase
      • Post-purchase
  • Elements of promotional mix
    • Advertising
    • Direct marketing activities
    • Personal selling
    • Point of sale/point of purchase
    • Publicity
    • Sales promotion
    • Public relations
  • Three dimensions of promotion Source: Kiani, G. 1998, ‘Marketing opportunities in the digital world’, Internet Research: Electronic Networking Applications and Policy , vol. 8, no. 2, pp 185–94.
  • Promotion of URL offline
    • Outdoor advertising: the great outdoors
    • Home delivery: bring home the dot.com
    • One-to-one to Web: up close and personal
    • Product dot.com
    • Here’s my calling card
  • Sins of Internet advertising
    • The culture of the Internet is still predominantly opposed to advertising that:
      • does not create value
      • is not relevant
      • creates a nuisance.
    • These three advertising sins have a disturbingly high tendency to appear in pop-up advertising.
  • Discussion Questions for the Board
    • Yeah, like we’re going to really want to play with the board over the midsemester break?
    • Things to do
      • Take the break off.
      • Work on your assignment or something.
      • Download Second Life and play with it