Online marketing communications


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Online marketing communications

  1. 1. Er.Sartaj Singh Bajwa
  2. 2. Concept - OMC <ul><li>OMC are methods used by online firms to communicate to the consumer and create strong brand expectations </li></ul><ul><li>OMC have a dual purpose : </li></ul><ul><li>-- OMC is used to strengthen the firm`s brand by informing the consumer about the features </li></ul><ul><li>-- Secondly it promotes sales by directly encouraging the product to buy the product sooner or later </li></ul><ul><li>Promotional sales communications suggest the consumer “buy now” and make offers to encourage immediate purchase </li></ul>Er.Sartaj Singh Bajwa
  3. 3. Methods Of OMC <ul><li>Online Advertising </li></ul><ul><li>Direct Email Marketing </li></ul><ul><li>Online Catalogs </li></ul><ul><li>Public Relations </li></ul>Er.Sartaj Singh Bajwa
  4. 4. Online Advertising <ul><li>A paid message on a website or other interactive medium such as instant messaging </li></ul><ul><li>Biggest advantage is the ability to target ads to narrow segment and to track performance of ads </li></ul><ul><li>Provides opportunity for interactivity (two way communication )between advertiser and potential customer </li></ul><ul><li>Primary disadvantage is to measure cost versus benefits as well as how to adequate measure its results </li></ul>Er.Sartaj Singh Bajwa
  5. 5. Pricing Models For Online Advertisements <ul><li>Barter (exchange of space for something of equal value) </li></ul><ul><li>Cost Per Thousand- CPM (advertiser`s pays for impression of 1000 unit lots) </li></ul><ul><li>Cost Per Click- CPC (advertiser pays prenegotiated fee for each click and receives) </li></ul><ul><li>Cost Per Action- CPA (advertisers pays for those users who perform a specific action , such as registering , purchasing) </li></ul><ul><li>Hybrid (two or more of the above models used together) </li></ul><ul><li>Sponsorship (advertiser pays fixed fees ) </li></ul>Er.Sartaj Singh Bajwa
  6. 6. Forms Of Online Advertising <ul><li>Banner & Rich Media Ads </li></ul><ul><li>Paid search engine inclusion and placement </li></ul><ul><li>Sponsorship </li></ul><ul><li>Affiliate relationship </li></ul>Er.Sartaj Singh Bajwa
  7. 7. Banner Ads <ul><li>It displays a promotional message in a rectangular box at the top or bottom of a computer screen </li></ul><ul><li>If clicked on it brings a potential customer directly to the advertiser`s website </li></ul><ul><li>Animated ads which displays different images in quick succession creating an animated effect </li></ul>Er.Sartaj Singh Bajwa
  8. 8. Types Of Banner Ads <ul><li>Button is a permanent form of banner ad </li></ul><ul><li>Skyscrapers' are tall , narrow banner , almost 3 times the height of banner ads </li></ul><ul><li>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) </li></ul><ul><li>Pop-underads sometimes results in negative branding </li></ul>Er.Sartaj Singh Bajwa
  9. 9. Rich Media Ads Er.Sartaj Singh Bajwa
  10. 10. Interstitial Ads <ul><li>Interstitial Ad is a way of placing a full page between the current page and the destination page of a user </li></ul><ul><li>Generally inserted within the single website and is displayed when the user moves from one page to the next </li></ul><ul><li>To avoid boring users ads include animated graphics and music to entertain for not more than 10 seconds </li></ul><ul><li>Good interstitial may have skip through or stop option for users who don't have interest </li></ul><ul><li>Dead time is used and does not slows the arrival of the page they have requested </li></ul>Er.Sartaj Singh Bajwa
  11. 11. Superstitial Ads <ul><li>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 </li></ul><ul><li>It waits until the user clicks to another page before popping up in a separate window </li></ul><ul><li>Superstitial ads enable the pursuit of advertising goals including branding , direct response , entertainment </li></ul>Er.Sartaj Singh Bajwa
  12. 12. Modes Of Banner Ads <ul><li>Banner swapping is an arrangement among firms that allows each firm to have its banners displayed on other affiliate sites with no cost </li></ul><ul><li>Banner exchanges arrange for banner swapping among firms </li></ul><ul><li>By displaying the banner of other firms , the firm can earn credits towards the display of its banner on other websites </li></ul>Er.Sartaj Singh Bajwa
  13. 13. Paid Search Engines Inclusion & Placement <ul><li>In this the advertising firms pay the search engine for inclusion in the search engine index </li></ul><ul><li>Paid inclusion implies that there firm will appear prominently in the results of relevant searches </li></ul><ul><li>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 </li></ul><ul><li>These include sponsorships & affiliate relationships </li></ul>Er.Sartaj Singh Bajwa
  14. 14. Sponsorships <ul><li>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. </li></ul><ul><li>Sponsorships are more about branding than immediate sales </li></ul><ul><li>Generally in this content is combined with an ad message to make the message more valuable </li></ul>Er.Sartaj Singh Bajwa
  15. 15. Affiliate Relationships <ul><li>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 </li></ul><ul><li>Also known as tenancy relationships </li></ul><ul><li>Strategic partnerships in which interests of both the parties are advanced and there is no direct exchange of money </li></ul><ul><li>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 </li></ul>Er.Sartaj Singh Bajwa
  16. 16. Direct E-mail Marketing <ul><li>E-mail marketing messages sent directly to interested users </li></ul><ul><li>Key to effective direct email marketing is “interested users” </li></ul><ul><li>It is different from spam ( sending unsolicited e-mail to mass audience of internet users who have expressed no interest in the product ) </li></ul><ul><li>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 </li></ul>Er.Sartaj Singh Bajwa
  17. 17. Online Catalogs <ul><li>Online catalog is to display a firm`s products </li></ul><ul><li>Electronic version of online catalog includes : </li></ul><ul><li>- color image of each available product , </li></ul><ul><li>- description of the item , </li></ul><ul><li>- size </li></ul><ul><li>- color </li></ul><ul><li>- material composition </li></ul><ul><li>- pricing information </li></ul>Er.Sartaj Singh Bajwa
  18. 18. Public Relations <ul><li>Marketing tool used to increase awareness of a site and potentially boost traffic </li></ul><ul><li>Public relations involve communicating with target audience or public using methods other than advertising </li></ul><ul><li>Methods include special events like grand opening , press conference and publications </li></ul>Er.Sartaj Singh Bajwa
  19. 19. Mixing online & Offline Communication <ul><li>Marketing communications campaign most successful at driving traffic to a web site have incorporated both online & offline </li></ul><ul><li>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 </li></ul><ul><li>- Although an electronic magazine would have been less costly Unilever believed a paper publication to be better suited for providing information </li></ul>Er.Sartaj Singh Bajwa