This document discusses various aspects of online marketing and new media. It covers topics such as the differences between traditional and new media, how companies can use websites, e-commerce, SEO, PPC, online advertising, social media, and online promotional mix activities. The key points are that new media provides new opportunities for marketing activities online, impacts marketing in areas like distribution and communication, and companies need to consider using online tools to engage customers and remain competitive.
2.
To consider the differences between new and traditional media.
To understand how a website can be used in a company’s marketing
activity.
To understand the concept of E-commerce.
To understand the concept of SEO and PPC.
To consider different forms of online advertising.
To understand how social media can be used in a company’s marketing
activity.
To consider different online promotional mix activities.
3.
The internet is providing a wide variety of activities for
marketing
Activities are impacting on business strategy, marketing
channel structures, consumer relationships and
marketing communications mix
The Internet impacts upon marketing in 2 main ways:
1) Distribution
2) Communication
4. Traditional Media
One – to – many
Greater monologue
Active provision
Mass marketing
General need
Branding
Segmentation
New Media
One – to – one and
Many to many
Greater dialogue
Passive provision
Individualised marketing
Personalised
Information
Communities
5.
“Websites are cornerstone of Internet activity” – Fill,
2009
Websites can be product-oriented or corporate-oriented
7.
2 minute activity
Discuss with the people next to you good websites
you have visited. Consider the aspects of website
design in previous slide
8. Type of Community
Explanation
Context
Layout and design of website
Content
Text, sound, pictures and video
material
Community
Site enabled user-to-user comms
Customization
Site facilities to tailor itself to user
needs
Communication
The ways in which 2 way
communication is enabled
Commerce
Ability to enable commercial
transactions
Connection
The number of other linked sites
Rayport and Jaworski, 2004
10.
Buying and selling of products or services over electronic systems the Internet
E-commerce requires the following technologies:
- Electronic funds transfer
- Supply chain management
- Online transaction processing
- Electronic data interchange (EDI)
- Inventory management systems
- Data collection systems
11.
SEO - Search engine optimization is the process of improving the
visibility of a website or a page in search engines via the organic
search
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G
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PPC - Pay per click is an Internet advertising model used to direct
traffic to websites - advertisers pay the publisher when the ad is
clicked
12.
Online advertising needs to be planned and managed in
same way at traditional media.
Different forms of online advertising include:
- Banner ads
- Pop-ups
- Micro-sites
- Email
- Rich media banner ads
Banner Ad
13.
Facebook, Twitter, Blogs, Youtube, Forums/Chat rooms
Web-based and mobile technologies
Turns communication into interactive dialogue
Allows the creation and exchange of user-generated content
Social media has substantially changed the way organizations,
communities, and individuals communicate
1.
2.
3.
4.
5.
Properties of Social Media:
Reach
Accessibility
Usability
Immediacy
Permanence
14.
Develop relationships with customers – engagement
To be seen as experts in their industry
Talk with other experts online
Campaigns – for product launches etc
Increase social reach – maybe target a different audience
Attract new customers
Support offline campaigns
Communicate with customer directly
Innovation – keeping with the times
Public relations activity
20.
Stories from holiday makers
Videos and games for customers to interact
Upcoming events are promoted
Any company news is posted on the Blog
People can use the blog to find out more about the resort before they go
Helps Disney to attract and retain customers by sharing experiences with them.
21.
Using social networks to create a “buzz” about a
product/service/company
Increases brand awareness
eWOM
Viral marketing may take the form of video clips, interactive flash
games, ebooks, images, text messages etc
22.
Online sales promotions
- Most online sales promotions are targeted at consumers and are
used in combination with advertising.
- Viral marketing and viral advertising use customers' own social
circles and social networking sites to boost sales.
Online direct marketing
- Most obvious form is email
- Direct marketing messages emphasize a focus on the customer,
data, and accountability
23.
Online public relations
- Online media has allowed PR to move from one-way-model of
communication to a two-way-model of communication.
- The internet can play an important role in term of crisis
management
Online personal selling
- Remains the one part of the promotional mix that the Internet
cannot address.
- Internet may be seen as an impersonal medium and as such does
not allow for direct personal communication or personal selling.
24.
25.
Quick Response Code
Scan code on smart phone using the app and it takes
you to web page
Used for commercial tracking, entertainment,
product/loyalty marketing
26.
Companies need to consider using new media to be
innovative and remain competitive
Concepts such as SEO and PPC can be used to increase
visibility of a company online
There are many different forms of online advertising for
companies to consider
Social media can be used to create awareness and build
relationships with customers
Promotional mix activities are now taking place online as well
as offline
Editor's Notes
Including email, global information access, retrieval systems, discussion groups, multiplayer games.
These are all impacting on business strategy , marketing channel structures, relationships with customers and also the marketing communications mix.
Distribution – internet provides a new more direct route to customers which either replace or supplement current distribution arrangements.
Communications – The internet is a communication media. Provides a means of reaching large audiences and enabling the provision of vast information.
Together these provide for good ebusiness and ecommerce and provide benefits to both the buyer and the seller.
We can now communicate with large numbers of people using internet as a media.
We can directly interact with them and engage in dialogue
Encourages passive provision – people might not respond
New media has allowed companies to personalise their marketing messages and target people directly – making the message more individual
It is more about sharing information - you can create branding messages through this.
New media allows us to create communities.
Content – information must relate to the company and interest the consumer. Customers need to get what the want from the content on your website.
Interactivity – Customers want to be able to interact with each other and with the company. They also want an individual experience and on ecommerce sites they want their information to be stored etc.
Multimedia design – the design of the website provides opportunities for stimulation as well as flexibility and visitor involvement
Navigation – concerns the structure of the site and the ease of use. Is it user friendly?
So many companies now sell on line. Those who don’t will end up being taken over by competitors.
To remain competitive in retail, ecommerce is crucial.
A good e-commerce website requires the following
- Electronic funds transfer – so it is easy for the customer to pay for goods
- Supply chain management – so the goods get to the customer on time
- Online transaction processing – so the transaction is completed correctly
- Electronic data interchange - transfer electronic documents or business data
- Inventory management systems – to ensure stock levels are ok
- Data collection systems – to get the customer data to ensure they receive the right order
Like traditional media advertising, online advertising needs to be planned, managed and reviewed.
There are many different forms of online advertising including banner ads, pop ups, microsite, email, rich media banner ads.
We’ve probably all noticed ads like these when on the internet.
There is a greater reach on the internet due to the increase in internet users
Some companies use PPC to direct people to their websites.
Online advertising is targeted to the appropriate audiences
There are lots of social media sites available to us nowadays.
Social media uses not only web based but also mobile technologies
Social media encourages dialogue with companies and brands – customer engagement and building relationships
Allows the creation of user generated content. - when you update your Facebook status or Tweet you are creating content. This could be dangerous for companies.
Companies have had to react to social media and realise that they need to be on thees platforms talking to their customers and limiting any risks or bad publicity they might recieve through social media.
Reach – social media reach is very high in comparison to traditional media
Accessible to everyone via computer, laptop, tablet, mobile phone
Easy to use – user friendly
Immediate messages and dialogue
What you say on social media sites will be permanent
Digital media is being used increasingly to deliver sales promotion activity
Companies will target their audiences directly using online platforms
Viral marketing can be used in sales promotions – eWOM can be very effective.
Example Groupon etc
Email marketing is now used instead of direct mail or door drops.
We are even receiving invitations to events via Facebook etc
They emphasize a focus on the customer data and accountability – they target specific segments based on data that is available online or data they have themselves
Online platforms are now used by companies for PR purposes.
They can engage with customers and develop relationships with them. – PR is now a 2 way communication.
The internet allows a company to manage crisis – messages are immediate and they can stop the problem quicker!
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