Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.
15<br />The Internet and Interactive Media<br />
The Internet and Interactive Media<br />A Brief History of the Internet<br />1<br />  The Internet and Integrated Marketin...
A Brief History of the Internet<br /><ul><li>1st advertisements</li></ul>  on the Web <br /><ul><li>Development of the</li...
The connection of</li></ul>   2 computer at <br />   Stanford University <br />1994<br />1993<br />1969<br />
A Brief History of the Internet<br />“ Increase the synergies and impact among<br />the firm’s individual brand-building p...
Why the rapid adoption of the Internet?<br />
Web Participants<br />Consumer Market<br />Users<br />Business to Business<br />Users<br />
Web Objective<br />1. Information purpose<br />Web <br />Objective<br />2. Additional communication<br />3. Sales objectiv...
Information purpose<br />
Additional communication<br />
Sales objectives<br />
Sales objectives<br />
Developing and Maintaining a Website<br />The role of the website<br />The place where information is made available to us...
Top 50 Web Sites in Thailand<br />
Communication Objective<br />Create a Strong Brand<br />Stimulate Trial<br />Create Awareness<br />Create Buzz<br />Genera...
1. Create Awareness<br />
1. Create Awareness<br />
2. Generate Interest<br />
3. Disseminate Information<br />
4. Create an Image<br />
5. Create a Strong Brand<br />Why companies can’t achieving their goals <br />to create branding through the Internet?<br ...
Branding and Direct Response May be Counter objectives
The costs Are Too High</li></li></ul><li>6. Stimulate Trial<br />
6. Stimulate Trial<br />
7. Create Buzz<br />
8. Gain Consideration<br />
E-Commerce<br />Direct selling of goods and services through the Internet<br />
E-Commerce<br />Direct selling of goods and services through the Internet<br />
E-Commerce<br />Direct selling of goods and services through the Internet<br />
E-Commerce<br />Direct selling of goods and services through the Internet<br />
Integrated MarketingCommunication<br />The Internet site <br />should be <br />integrated with:<br />
Advertising<br />1. Banners: Use to create awareness or recognition or for direct marketing objective<br />Skyscrapers<br ...
Advertising<br />2. Sponsorships:<br />2.1 Regular <br /><ul><li>Company pays to sponsor a section of the site</li></li></...
Advertising<br />3. Pop-Ups / Pop-Unders:<br />Pop-Unders<br />Ads that appear underneath the web page and become visible ...
Advertising<br />4. Interstitials: Ads that appear on your screen while you are waiting for a site’s content to download<b...
Advertising<br />5. Push Technologies / Web casting: Push technologies dispatch web pages and news update and may have sou...
Advertising<br />6. Links: Click on a link that provides additional information and / or related material at another site<...
Advertising<br />7. Paid Search: Advertising on search engine such as Google, MSN and Yahoo<br />
Advertising<br />8. Behavioral Targeting<br /><ul><li>Clickstream
Internet Protocol (IP)</li></ul>9. Contextual Ads<br /><ul><li> Web Page Content </li></li></ul><li>Advertising<br />10. R...
Same Spot on TV</li></li></ul><li>Advertising<br />10. Rich Media:<br />10.2 Video on Demand<br />
Advertising<br />10. Rich Media:<br />10.3 Webisodes<br /><ul><li>  Short featured film to Advertise </li></ul>the product...
Advertising<br />11. Additional Internet Ad Forms :<br />RSS<br />Blogs<br />Podcasting<br />A medium that uses the Intern...
Sales Promotion<br />Companies have found the Internet to be a very effective medium <br />    for disseminating sales pro...
Personal Selling<br /><ul><li> A Detriment of  personal selling  on Internet</li></ul>The High cost and  Poor-reach disadv...
Public Relations<br /><ul><li>The internet is a useful medium for conducting public </li></ul>relations activities<br /><u...
Public Relations<br />McDonald's in Thailand use thepublic relationthrough theinternetmedia such as MSN ,Twitter, Facebook...
Direct market<br />Direct mail<br /><ul><li> Highly targeted
Relies on e-mail lists
 Attempts to reach those </li></ul>with specific needs<br /><ul><li> Often used by catalogers</li></li></ul><li>Direct mar...
Direct market<br />E-Commerce<br /><ul><li> Rapid growth rates likely </li></ul>to continue<br /><ul><li> CDs, books, trav...
Measuring Effectiveness of the Internet<br />Measures of Internet Effectiveness<br />Clicks <br />(Click-through , in-unit...
View-through rate
Share of voice
Web page eye tracking
Offline sales lift
Cross-media econometric models
Page impression</li></li></ul><li>Measures of Effectiveness<br />Traditional Measures<br /><ul><li> Recall / retention
Upcoming SlideShare
Loading in …5
×

Ch15 The Internet and Interactive Media

Related Books

Free with a 30 day trial from Scribd

See all

Related Audiobooks

Free with a 30 day trial from Scribd

See all
  • Be the first to comment

Ch15 The Internet and Interactive Media

  1. 1. 15<br />The Internet and Interactive Media<br />
  2. 2. The Internet and Interactive Media<br />A Brief History of the Internet<br />1<br /> The Internet and Integrated Marketing<br />2<br /> Measuring Effectiveness of the Internet<br />3<br /> Advantages and Disadvantages <br />4<br /> Addition Interactive Media<br />5<br />Contents<br />
  3. 3. A Brief History of the Internet<br /><ul><li>1st advertisements</li></ul> on the Web <br /><ul><li>Development of the</li></ul> World Wide Web<br /> (WWW)<br /><ul><li>Internet started
  4. 4. The connection of</li></ul> 2 computer at <br /> Stanford University <br />1994<br />1993<br />1969<br />
  5. 5. A Brief History of the Internet<br />“ Increase the synergies and impact among<br />the firm’s individual brand-building programs<br />so that the whole is greater than<br />the sum of its parts”<br />“Integrator” of the IMC program<br />the “glue” that holds the IMC program together.<br />David A. Aaker, a University of California Berkelay professorand the author of numerous articles and books on branding<br />
  6. 6. Why the rapid adoption of the Internet?<br />
  7. 7. Web Participants<br />Consumer Market<br />Users<br />Business to Business<br />Users<br />
  8. 8. Web Objective<br />1. Information purpose<br />Web <br />Objective<br />2. Additional communication<br />3. Sales objectives<br />
  9. 9. Information purpose<br />
  10. 10. Additional communication<br />
  11. 11. Sales objectives<br />
  12. 12. Sales objectives<br />
  13. 13. Developing and Maintaining a Website<br />The role of the website<br />The place where information is made available to users<br />of the internet by the provider.<br />To attract visitors to the site and have them<br />return to it requires<br />combination of creativity<br />effective marketing<br />continual updating of the site<br />other media must be integrated with the website<br />
  14. 14. Top 50 Web Sites in Thailand<br />
  15. 15. Communication Objective<br />Create a Strong Brand<br />Stimulate Trial<br />Create Awareness<br />Create Buzz<br />Generate Interest<br />Gain Consideration<br />Disseminate Information<br />Create an Image<br />
  16. 16. 1. Create Awareness<br />
  17. 17. 1. Create Awareness<br />
  18. 18. 2. Generate Interest<br />
  19. 19. 3. Disseminate Information<br />
  20. 20. 4. Create an Image<br />
  21. 21. 5. Create a Strong Brand<br />Why companies can’t achieving their goals <br />to create branding through the Internet?<br /><ul><li>Branding is a Complicated Process
  22. 22. Branding and Direct Response May be Counter objectives
  23. 23. The costs Are Too High</li></li></ul><li>6. Stimulate Trial<br />
  24. 24. 6. Stimulate Trial<br />
  25. 25. 7. Create Buzz<br />
  26. 26. 8. Gain Consideration<br />
  27. 27. E-Commerce<br />Direct selling of goods and services through the Internet<br />
  28. 28. E-Commerce<br />Direct selling of goods and services through the Internet<br />
  29. 29. E-Commerce<br />Direct selling of goods and services through the Internet<br />
  30. 30. E-Commerce<br />Direct selling of goods and services through the Internet<br />
  31. 31. Integrated MarketingCommunication<br />The Internet site <br />should be <br />integrated with:<br />
  32. 32. Advertising<br />1. Banners: Use to create awareness or recognition or for direct marketing objective<br />Skyscrapers<br />Vertical<br />Side Panels<br />
  33. 33. Advertising<br />2. Sponsorships:<br />2.1 Regular <br /><ul><li>Company pays to sponsor a section of the site</li></li></ul><li>Advertising<br />2. Sponsorships:<br />2.2 Content<br /><ul><li>Sponsor and participates in providing the content</li></li></ul><li>Advertising<br />3. Pop-Ups / Pop-Unders:<br />Pop-Ups<br />A small window often appear when you access a certain site and usually larger than a banner ads but smaller than a full screen.<br />
  34. 34. Advertising<br />3. Pop-Ups / Pop-Unders:<br />Pop-Unders<br />Ads that appear underneath the web page and become visible only when the user leaves the site<br />
  35. 35. Advertising<br />4. Interstitials: Ads that appear on your screen while you are waiting for a site’s content to download<br />
  36. 36. Advertising<br />5. Push Technologies / Web casting: Push technologies dispatch web pages and news update and may have sound and video.<br />
  37. 37. Advertising<br />6. Links: Click on a link that provides additional information and / or related material at another site<br />
  38. 38. Advertising<br />7. Paid Search: Advertising on search engine such as Google, MSN and Yahoo<br />
  39. 39. Advertising<br />8. Behavioral Targeting<br /><ul><li>Clickstream
  40. 40. Internet Protocol (IP)</li></ul>9. Contextual Ads<br /><ul><li> Web Page Content </li></li></ul><li>Advertising<br />10. Rich Media:<br />10.1 Online Commercials<br /><ul><li>Create New
  41. 41. Same Spot on TV</li></li></ul><li>Advertising<br />10. Rich Media:<br />10.2 Video on Demand<br />
  42. 42. Advertising<br />10. Rich Media:<br />10.3 Webisodes<br /><ul><li> Short featured film to Advertise </li></ul>the product<br />
  43. 43. Advertising<br />11. Additional Internet Ad Forms :<br />RSS<br />Blogs<br />Podcasting<br />A medium that uses the Internet to distribute radio like files for download<br />A Specific that uses XML to organize and format Web-Based content in a standard way<br />A Web-Based publication consisting primarily of periodic article, normally presented in reverse chronological order<br />
  44. 44. Sales Promotion<br />Companies have found the Internet to be a very effective medium <br /> for disseminating sales promotion<br />Yahoo<br />MTV<br />
  45. 45. Personal Selling<br /><ul><li> A Detriment of personal selling on Internet</li></ul>The High cost and Poor-reach disadvantages of personal selling<br /><ul><li> A Benefit of personal selling on Internet</li></ul>- Web sites have been used quite effectively to enhance and support the selling effort<br />- Web sites can be used to stimulate trial<br />- Web sites have used to improve the company one-on-one relationships with customers<br />
  46. 46. Public Relations<br /><ul><li>The internet is a useful medium for conducting public </li></ul>relations activities<br /><ul><li> The content to public relations activities, including </li></ul>the provision of information about the company annual reports <br /><ul><li> Up to date news stories, photo image, cross references </li></ul>to media ,calendar of upcoming events and allows <br />for customer feedback<br /><ul><li> Not only the profit company to use internet for PR-purpose </li></ul>but also include the Non-profit Organizations, Political Parties<br />
  47. 47. Public Relations<br />McDonald's in Thailand use thepublic relationthrough theinternetmedia such as MSN ,Twitter, Facebook and Blog to update the new product and hot promotionon it,<br />
  48. 48. Direct market<br />Direct mail<br /><ul><li> Highly targeted
  49. 49. Relies on e-mail lists
  50. 50. Attempts to reach those </li></ul>with specific needs<br /><ul><li> Often used by catalogers</li></li></ul><li>Direct market<br />Infomercials<br />Infomercials on television has produced infomercials for the Internet, <br />Ex.Travelzoo An online travel company promotes destinations and <br />carriers to the infomercials.<br />
  51. 51. Direct market<br />E-Commerce<br /><ul><li> Rapid growth rates likely </li></ul>to continue<br /><ul><li> CDs, books, travel are </li></ul>main categories<br /><ul><li> Clothing, cars, financial </li></ul>services are all gaining <br />ground<br />Home Shopping <br />Channels<br /><ul><li> Has taken the home</li></ul>Shopping TV channel <br />to the Internet <br />such as <br />Amazon, ebay<br />
  52. 52. Measuring Effectiveness of the Internet<br />Measures of Internet Effectiveness<br />Clicks <br />(Click-through , in-unit click , mouse-over)<br />Post-click conversions<br />Unique reach of delivered ads <br />(browsers , visitor ,Users)<br />Average frequency (Visit)<br />Frequency to conversion ratios<br />Advertising exposure time<br />Ad interaction rate<br /><ul><li>Ad impresison
  53. 53. View-through rate
  54. 54. Share of voice
  55. 55. Web page eye tracking
  56. 56. Offline sales lift
  57. 57. Cross-media econometric models
  58. 58. Page impression</li></li></ul><li>Measures of Effectiveness<br />Traditional Measures<br /><ul><li> Recall / retention
  59. 59. Surveys
  60. 60. Sales
  61. 61. Tracking</li></ul>Internet-SpecificMeasures<br />Cross-Media Optimization Studies (XMOS)<br />
  62. 62. Sources of Measurement Data<br />Arbitron<br />eMarketer<br />MRI and SMRB<br />Nielsen Net Ratings<br />Ad analyzer<br />Jupiter Reserach, Inc<br />Audit Bureau of Circulations<br />Business 2.0 and East Company<br />Internet Advertising Bureau (IAB).<br />Internet Advertising Report and Office.com<br />
  63. 63. Advantages<br />Disadvantages<br />Advantages and Disadvantages <br />Measurement problem<br />Annoyance <br />Clutter <br />Potential for deception<br />Privacy<br />Poor reach <br />Irritation<br />Target marketing <br />Message tailoring <br />Interactive capabilities<br />4. Information access <br />Sales potential<br />Creativity<br />Creativity<br />Speed<br />Complement to IMC<br />VS<br />
  64. 64. Additional Interactive Media<br />Interactive TV : iTV Allows the viewer of a television <br /> program to interact with the program and the advertising<br />
  65. 65. Additional Interactive Media<br />Wireless: Sending advertisements, coupons, and <br /> direct-response offers through cell phones and PDAs<br />
  66. 66. Member<br />
  67. 67. Thank You !<br />

×