Promotion in the internet marketing mix


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Promotion in the internet marketing mix

  1. 1. Promotion in the Internet Marketing Mix (Ch.12)<br />Maya Samaan<br />Nadia El-Samsam<br />RozaitYounis<br />Ahmed Zainal<br />
  2. 2. What is Promotion?<br />Promotion is the marketing mix variable of planned, persuasive, targeted, and goal-driven marketing communication.<br />Marketers use promotion to send a message and provide feedback.<br />Noise can block or distort a message<br />
  3. 3. Why Do Companies Use the Internet?<br />Marketing communication can also be an incentive.<br />Companies use the internet to create a buzz, encouraging a word of mouth communications whereby consumers communicate among themselves about products, for example yahoo measures the buzz on its buzz index, and Google on Zeitgeist.<br />
  4. 4. Promotion Goals<br />Advertainment<br />Viral marketing<br />Offline communication can actually drive the consumers online.<br />
  5. 5. The Promotion Mix<br />It is a conceptual framework for understanding the strategic use of promotion tools:<br />Advertising, personal selling, direct marketing, sales promotion, and publicity/PR.<br />Includes the Integrated Marketing Communication (IMC): Synergetic promotion; a planned, coordinated, integrated campaign that uses more than one promotion tool and has one voice, one look, and one feel.<br />
  6. 6. Advertising<br />Internet advertising: is paid, nonpersonal persuasive messages by identified sponsors.<br />Search engine advertising: paid inclusion advertising on search engines that is designed to drive traffic to website, has no direct offline equivalent and is currently the hottest form of online advertising and promotion.<br />
  7. 7. Direct Marketing<br />Promotion on the internet typically is interactive, creates a direct contact with audience members, and can result in an immediate response.<br />For that, many marketers regard all internet promotion as direct marketing. <br />Traditional offline direct marketing forms include catalog sales, direct-mail letters, bill stuffers, direct-response TVCs, and telemarketing<br />
  8. 8. Promotion Delivery Channels<br />Before the internet, the delivery started with traditional promotion channels<br />Newer channels include promotion delivered on computer disks, faxes, automobiles, grocery store floors, etc.<br />
  9. 9. Cont.<br />Promotion targets: target markets are the consumer or the audiences that need or want the product and have the authority to buy it.<br />Promotion directs behavior: promotion, and particularly advertising, helps move some target audience members through steps that help in purchase and repurchase.<br />
  10. 10. Cont.<br />Promotion planning: promotion planners must consider the target audience such as they characteristics, their preferences and how and where to reach them.<br />
  11. 11. Promotion issues<br />Promotion issues: consumers have the power to ignore marketing promotion by turning off the radio or TV and they can control the telemarketing calls by using caller identification technology.<br />
  12. 12. Cont. <br />Clutter : It occurs when there is too many online ads, email messages, sales promotion, websites and pages.<br />Criticisms: internet marketing promotions are very visible and they block users’ view of the page and they could also contain spyware.<br />
  13. 13. Online Advertising and Paid Search <br />Predictions that online advertising in the Arab world will grow from $54m to $266m by 2015.<br /> Though online will still constitute just 4% of the overall advertising spend in the region.<br />Reason: broadband penetration of 12% in the region. <br />Strong proportion of youth demographic in the region is the main factors that will drive the growth of online platforms.<br />Source:<br />
  14. 14. Online Advertising Formats <br />Banner Ads: Online Interactive billboard-style marketing communications messages on or linked to web pages and designed to raise awareness, build a brand, rebrand and remind consumers about a product, brand and/or website. <br />- Interactive Marketing Unit (IMU)<br />
  15. 15. Online Advertising Formats (Cont.) <br />Sponsorships: Web page ads, usually the size of a small button banner ad, placed adjacent to content related to the sponsor’s product.<br />Interstitials: Rich media ads that closely resemble slimmed down TV commercials or prints ads in a magazine <br />
  16. 16. Online Advertising Formats (Cont.) <br />Minimovies: Very short, cinema-like ads filmed specifically for internet showing. <br />Webisodes: Streaming video to push multi-episode animated cartoons, ads, music videos or other content to the user.<br />Classifieds: Online newspapers run classified sections online just like those in print newspapers.<br />
  17. 17. Online Advertising Formats (Cont.) <br />Webcast Ads: Audio, video or audio/video broadcasts on the world wide web.<br />Blogads: Paid advertisements typically banner or sidebars on blog/weblogs.<br />Middle Eastern blogging: Egyptian blogs on Islamic and political issues. Blogging in the UAE uncommon.<br />Instant messaging<br />Spim<br />
  18. 18. Paid Search <br />Three types of paid search formats:<br />Paid placement<br />Paid inclusion <br />Sponsored Links <br />