1 the web as a marketing medium
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This document discusses internet and digital marketing. It covers the range of online media that can be used including text, voice, and multimedia. It also discusses characteristics of online marketing like demand for fresh content, low costs, segmentation by demographics, and new technologies. The document provides an overview of how digital marketing compares to traditional marketing and tips for promoting a website, developing an online business, viral marketing, and general internet marketing best practices.
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1 the web as a marketing medium
- 1. 1 THE WEB AS A MARKETING MEDIUM
- 2. 2
- 3. 3 Range of Media • Text – web pages • Voice – podcasts/mp3 files • Multimedia - videos
- 7. 7 Unique characteristics of web channel • Demand for fresh content – content is king • How to keep current and relevant • Low costs • viral propagation • Access to media • Technology • Segmentation, different by age & culture • Consolidation of web channels • New technologies • Risks of rejection – intrusion/privacy
- 8. 8 Internet Marketing v. Traditional Marketing Traditional • Tried and tested methods • 4 P’s: product, price, place, promotion Internet • Requires new strategies and tactics • Internet, next site is a click away.
- 9. 9 Digital –v – Traditional Marketing • Product • apps, online games, airline tickets • Price • Price comparison sites, online auctions • Place • Online ordering, virtual outlets • Promotion • Impact of social media • People • Online self service • Process • Quality processes, security online • Physical evidence • Low risk, low price purchases
- 10. 10 Irish Facts • 85% of on line customers in Ireland are expected to buy on line in the next year. • 90% of all Irish companies use the Internet • 7% of companies have web sites but no email
- 11. 11 Uses of web sites • Brochure site • Customer support/maintain relationships • Conduct market research • Give product information • Generate interest in new products • Cross/Up Sell products on line
- 12. 12 The Internet to achieve business goals • Perception of the consumer is the key • Find out what works for your business • Focus on closing the sale
- 13. 13 Promoting your web site • Submit the site for awards • Traditional advertising • Make use of ‘Hold’ facility on phones • Join an Affiliate program • Request links from sites that match your target market • Use Auto Signatures on all emails
- 14. 14 Content is King • Keep in mind what is being marketed. It is not the web site, it is the content within it. • Use language that customers use, avoid technical language • 75% of online consumers return to favourite sites for strong content • Women buy or influence 80% of all consumer purchases • See more @ http://bit.ly/LvvpRG
- 15. 15 Developing an on line business • Build content - content from a consumers point of view • Start with content of sales letter – more personal and emotional • Drive traffic • Listen to the customer • Use web as first line for sales • People don’t buy on first visit – give them a reason to come back
- 16. 16 Marketing – General Tips • Tell old customers about improvements • Learn about competitors • Unique selling points • Differentiate • Add value • Endorsements
- 17. 17 Viral Marketing • Viral marketing involves creating a marketing message that spreads itself • 1 person exposed to the message passes it on, the message is spread exponentially • There must be an incentive to send the message
- 18. 18 Viral Marketing Programs • Tell a Friend - email to a friend • Postcards • Newsletter - refer a friend • Recommend this site (Recommend-It) • Participate in mailing lists • Submit the site for awards • Make the site easy to bookmark
- 19. 19 Advantages of Viral Marketing • It is an electronic form of word of mouth and therefore very credible and effective • It allows you to pass your message to groups of people without requiring their email addresses • It creates a snowball effect: more and more people are exposed to the email without additional cost
- 20. 20 Products v. Services • Transfer of ownership • No transfer • Can be resold • Cannot resell • Can be demonstrated • Cannot be demonstrated • The seller produces • Buyer takes part in production
- 21. 21 General rules for marketing • Reassure the consumer - technically • Create a customer charter • Clearly display terms & conditions • Explain returns/refund policy • Publish complaints procedure • Be very careful with special markets - e.g. children
Editor's Notes
- Broad usage of the internet and social media has created a shift in customer buying power and behaviour. Businesses no longer control the conversations with their customers. Instead, customers and prospects engage with organizations on their own terms. Conversations over social media are replacing surveys and focus groups as the primary means of capturing customer intent. Buyers don't trust corporate advertising messages and are more inclined to trust recommendations from friends, peers and other customers. A brand is no longer what you say it is, it's what they say it is. Social media has emerged as a powerful and necessary marketing channel for gaining and retaining customers.As the number of people who participate in social media sites continues to explode, it becomes increasingly important for marketing organizations to leverage this channel. By definition Digital Marketing is marketing that uses interactive connections between seekers and providers enabled by digital/social media. Digital Marketing best practices generally include the process steps of Listen, Engage, Attract, Monetize, and Measure, but this view is incomplete. Digital Marketing also requires other elements to generate the desired results, specifically Planning, Management and Optimization.