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Rapid Adoption of the Internet
These are the primary reasons for the rapid adoption of the Internet.
Textbook
Page 494
Speed/convenience of information access
Control over what & how much is received
E-commerce
Extensive product and service offers
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Marketers’ Adoption of the Internet
These are the various reasons behind marketers’ rapid adoption of the Internet.
Textbook
Page 494 - 495
More potential
buyers
Users online longer
High-speed
connections
Interest and
purchase tracking
New media
technologies
ROI trackingDirect feedbackBetter targeting
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Web Design and Customer Interface Issues
This is supplemental information that pertains to website building.
Textbook
Page 496 - 497
Context
Site’s layout and design,
look and feel
Commerce
Site’s capabilities to enable
commercial transactions/
scheduling
Connection
Degree site is linked to
other sites
Customization
Site’s ability to self-tailor to
users or allow users to
personalize the site
Community
The ways sites enable
user-to-user communication
Content
Text, pictures, sound and
video that web pages contain
Communication
The ways site-to-user or two-
way communication is
enabled
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Internet Communications Objectives
These are the communication objectives sought when using the Internet.
Textbook
Pages 497 - 499
Create Awareness
Create a Strong Brand
Generate Interest
Disseminate
Information
Create an ImageStimulate Trial
Create Buzz
Gain Consideration
Objectives
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Using Web Sites to Build Image and Brand
This visual shows the consumer website www.oukai.com, which is an excellent example of a
website used for image building.
Textbook
Page 498 / Exhibit 15 - 5
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Meeting Other Communications Objectives
These are some of the other communications objectives that can be met through an Internet
presence.
Textbook
Pages 498 - 499
Create Buzz
Gain Consideration
Stimulate Trial
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E-Commerce
This visual demonstrates another use of the Internet, which is the direct sale of goods and
services.
Textbook
Page 499
May be primary or secondary objective
Direct selling of goods and services through the Internet
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Advertising on the Internet (Part 1)
These are the various forms of advertising that can be done on the Internet.
Textbook
Pages 500 - 501
Banners
Sponsorships
Pop-ups / Pop-unders
Push Technologies
Links
Interstitials
Forms of Internet Advertising
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Typical Banner Ads
These are two examples of banner ads, which encourage the viewer to click through for
more information about the product.
Textbook
Pages 500 / Exhibit 15 - 7
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Advertising on the Internet (Part 2)
These are the various forms of advertising that can be done in the Internet.
Textbook
Pages 501 - 504
Forms of Internet Advertising
Podcasting
RSS feeds
Blogs
Online commercials
Video on demand
Webisodes
• Paid Search
• Behavioral targeting
• Rich media
Contextual Ads
Additional Forms
17. These are examples of advertising models available to marketers.
17
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Internet Advertising Models
Textbook
Pages 502 - 503 / IMC Technology Perspective 15 - 1
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Internet Search Advertising
This is the definition of “Search Engine Marketing” and “Paid Placement”:
Search Engine Marketing
• The entire set of techniques and strategies used to direct visitors from search
engines to marketing web sites
Paid Placement
• Text-only ads targeted to keyword search results on search engines
• Offered through programs such as Google AdWords, Yahoo Search, or Microsoft Bing
• Sometimes referred to as paid placement, pay-per-click, cost-per-click
advertising
Textbook
Page 501 - 502
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Internet Search Advertising
This is the definition of “Behavioral Targeting,” “Contextually Targeted Ads,” and “Organic
Search Optimization”:
Behavioral Targeting
• Targeting online ads to consumers based on their Web searching behavior
Contextually Targeted Ads
• Text ads targeted to the content of web pages using programs such as Google
AdSense and Yahoo Search Content
• Placement of ads determined by content of the web page where they are shown
Organic Search Optimization
• Using a range of techniques to improve how well a site or page is listed in search
engines for specific topics
Textbook
Pages 502 - 503
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Paid Search
This is the definition of “Online Search-Based Advertising” and the highlights of the cost of
bidding on key search terms.
Online search-based advertising
• Advertiser pays only when a Web surfer clicks on their link from a search engine page
• Search ads appear in a specified, sponsors-only area near the search results for that
phrase
Advertisers bid on search keywords
• Prices for popular search terms
• Background check - $1.18 per click
• Car loan - $1.34 per click
• Refinance - $4.46 per click
• Mesothelioma - $50 per click
Textbook
Pages 502 - 503
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Rich Media
This chart elaborates on the topic of rich media.
Textbook
Pages 503 - 504
Online Commercials
Video on Demand
Webisodes
Other Forms
A broad range of interactive digital media that exhibit dynamic motion,
taking advantage of enhanced sensory features such as
video, audio, and animation
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Web 2.0 – The Social Media Landscape
This visual illustrates the interactive nature of Web 2.0:
Textbook
Pages 504 – 505 / Figures 15 – 3 and 15 - 4
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Social Media
This is the definition of “Social Media” and its uses:
Internet Social Media
• Online technologies and practices that people use to share content, opinions,
insights, experiences, perspectives and media themselves
• Created, initiated, circulated and used by consumers intent on educating one
another about products, brands, services, people and other topics of interest
Textbook
Pages 504 - 506
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Uses of Social Media in IMC Mix
These are the reasons to add social media to the IMC mix:
Enable companies to interact with their customers
• Way to engage customers (contests, online voting, online games, submit ideas (Frito
Lay)
• Enables consumers to see others using product (Swiffer contest)
• Provides information to customers
Enable customers to interact with one another as well as companies
• Word-of-mouth
Support causes important to consumers
Textbook
Pages 504 - 505
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Personal Selling on the Internet
These are the two perspectives on whether the Internet will replace or enhance personal
selling.
Textbook
Page 507 - 509
Cross-selling
Valuable source of leads
Greater potential reach
Cheaper than personal selling
May Replace Personal
Selling
May Enhance Personal
Selling Efforts
Prospects request sales calls
Improves 1-on-1 relationships
Primary source of information
Stimulates trial
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Direct Mail (Email)
These are some of the characteristics of email used for direct marketing purposes.
Textbook
Page 510
Electronic version of regular mail
Tries to reach those w/specific needs
Highly targeted
Relies on email lists
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Infomercials and Home-Shopping
These are some of the characteristics of infomercials and identifies major online retailers.
Although not purely home-shopping sites, Amazon and eBay sell a lot of products online too.
Textbook
Page 510
Infomercials
Program content similar to television,
cable or satellite
Web allows greater audience
interaction
Online retailers include QVC, HSN,
ShopNBC
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Measures of Internet Effectiveness
These are some of the measures of effectiveness for Internet marketing efforts.
Textbook
Page 511 / Figure 15 - 7
Post-click conversionsClicks Cost per conversion
Frequency to
Conversion Radios
Average frequencyUnique visitors Ad exposure time
View-through rateAd interaction rate Visits
Offline sales liftWebpage eye tracking Cross-media models
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Traditional Measures of Effectiveness
These are some of the traditional measures used to determine the effectiveness of the
Internet.
Textbook
Page 511
Recall and
retention
Sales
ROITracking
Surveys
35. 35
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Internet Marketing Pros and Cons
The are the advantages of the Internet.
Textbook
Pages 512 - 513
Target Marketing
Message Tailoring
Interactive Capabilities
Information Access
Sales Potential
Creativity
Exposure/Speed
Advantages
Complement to IMC
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Internet Marketing Pros and Cons
The are the disadvantages of the Internet.
Textbook
Page 513
Measurement Problems
Potential for Deception
Clutter
Privacy
Irritation
Disadvantages
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Additional Interactive Media
These are additional forms of interactive media that are available to marketers.
Textbook
Pages 513 - 515
Interactive TV
Allows viewers to interact with
the program and advertising
Mobile
Communications through
satellite broadcast systems
or cellular phones
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Test Your Knowledge
Interactive TV, interactive CD-ROMs, kiosks, and interactive phones:
A. Are viewed by businesses as breeches of consumer rights to privacy
B. Can be contributors to an IMC program
C. Cannot be linked with traditional advertising media
D. Replace the Internet in most IMC programs
E. Are not viewed as viable elements within a well-designed IMC program