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Lecture 8-internet
- 1. The Role ofthe Internet and Social Media in the IMC Program Dr. George Belch San Diego State University
- 2. Internet Communications Objectives Create Awareness Generate Stimulate Trial Interest Objectives Create a Strong Disseminate Brand Information Create an Image ©
- 3. Under Armour Usesthe Internet to Launch The New Prototype Campaign © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
- 4. Huggies Provides ValuableInformation on Its Site
- 5. Levi’s Uses ItsWeb Site for Image Building
- 6. The Website Contact Web Design Issues Commerce Connection Construction Communication Content Community Customization
- 7. Issues in WebDesign and Customer Interface Context Content Site’s layout and design, Text, pictures, sound and video Look and Feel that webpages contain Commerce Community Site’s capabilities to enable The ways sites enable commercial transactions/ user-to-user communication scheduling Connection Customization Degree site is linked to Site’s ability to self-tailor to other sites different users or to allow users to personalize the site Communication The ways sites enable site-to-user communication or two-way communication
- 8. A Well DesignedWeb Site Good Overall Context Commerce Communication Connections Content Customization
- 9. Internet Sales Objectives-E-commerce The direct selling May be primary of goods and or secondary services through objective the Internet
- 10. E-Commerce on theWeb E-Commerce Fast growth in Rapid growth rates “downloadable” likely to continue purchases Both consumer and business-to-business
- 11. Amazon has becomethe leading online retailer
- 12. Integrating the Internetinto an IMC Program Advertising Sales Promotions The Internet site should be Personal Selling integrated with: Public Relations Direct Marketing
- 13. Integrating the Internet– Advertising Web Ads – Cost Per Paid Search Impression Behavioral Paid Search/ Targeting Behavioral Targeting Internet Contextual Ads Advertising Has a Variety of Forms: Rich Media Additional Forms
- 14. Banner Ad andMSN.com Verizon Banner Ad Paid Search Ads
- 15. Internet Search Advertising •Search Engine Marketing – the entire set of techniques and strategies used to direct more visitors from search engines to marketing web sites • Paid Placement – Text only ads targeted to keyword search results on search engines through programs such as Google AdWords, Yahoo Search, or Microsoft Sites (MSN/Windows Live). Sometimes referred to as Paid Placement, Pay-per-click, Cost-per- click advertising
- 16. Search Engine Marketing •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 Placement of ads determined by content of the web page where they are shown • Organic Search Optimization – practice of using a range of techniques to improve how well a site or page gets listed in search engines for specific topics
- 17. Rich Media “A broadrange of interactive digital media that exhibit dynamic motion, taking advantage of enhanced sensory features such as video, audio, and animation.” Online Commercials Video on Demand Webisodes Other Forms
- 18. BMW was oneof the first to use webisodes
- 19. Sales Promotions AreCommon on Websites
- 20. Nike Uses theInternet for Public Relations ©
- 21. Direct Marketing andthe Internet: Direct Mail (Email) Often used by catalogers Highly targeted Direct Mail (Email) Attempts to reach Relies on those with specific email lists needs ©
- 22. Social Media • Onlinetechnologies 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 issues
- 23. The Social MediaLandscape
- 24. Examples of SocialMedia • Social networking web sites (MySpace, Facebook, Twitter) • Creativity works sharing sites – Video (youtube), photos (Flickr), music (Jamendo) • User-sponsored blogs (Cnet.com) • Company sponsored blogs • Company sponsored cause/help sites • Business networking sites (Linkedin) • Collaborative websites (Wikipedia) • Commerce communities (ebay, Amazon)
- 25. Popular Social MediaSites on the Internet
- 26. Uses of SocialMedia in IMC Mix • Enables companies to talk to their customers • Way to engage customers (contests, online voting, online games, submit ideas • Enabling consumers to see others using a product • Provide information to customers • Enables customers to talk to one another as well as companies – Word-of-mouth • Support causes that are important to consumers • Excellent way to target specific types of consumers
Editor's Notes
- #2 Chapter Sixteen Sales Promotion © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
- #3 Relation to text This slide relates to material on pp. 473-475 of the text. Summary Overview This slide shows some of the possible communications objectives sought when using the Internet. These include: Creating awareness Generating interest Disseminating information Creating an image Creating a strong brand Stimulating trial Use of this slide This slide can be used to explain the use of the Internet for achieving communication objectives. The next three slides provide examples of various companies who have effectively used their websites to achieve these objectives.
- #4 Relation to text This slide relates to material on pp. 473-475 of the text. Summary Overview This slide shows how Snapple attempts to use the Web to generate interest in their site as well as in their product. Snapple, in its attempt to attract visitors and hold their interest, has created a fun site with many places to visit while learning about Snapple product. An information center, games, product information, sales items, and even an opportunity to personalize the site are all available. Use of this slide This slide can be used to explain the use of the Internet for achieving interest as a communications objective. The slide shows how Snapple uses its web site to help get consumers more interested in its products as well as to provide entertainment.
- #5 Relation to text This slide relates to material on pp. 470-471 and Exhibit 15-2 of the text. Summary Overview This slide shows how Huggies goes well beyond providing information. The site has additional objectives, such as developing a long-term relationship with parents, establishing a brand image for the products, and supporting sales. The HUGGIES Baby Network provides expectant mothers with encouragement and ideas as to how to maintain a happy and healthy pregnancy. The site also provides information to be used once the baby has been born. Tips on how to create a nursery, games to play with the baby, and more information from experts are just part of this site. The site is designed to develop one-on-one relationships by offering very useful information, as well as product samples and more to anyone who sends in his or her name, address, and e-mail address. Use of this slide This slide can be used to demonstrate the effective use of the Internet in the IMC process. Huggies uses it web site to provide mothers with valuable information and build relationships and loyalty with their customers.
- #6 Relation to text This slide relates to material on pp. 474-475 of the text. Summary Overview This slide shows the consumer website www.akademiks.com. This website is an excellent example of a website used for image building. Use of this slide This slide can be used to discuss that one of the difficulties traditional marketers have experienced is that of creating a brand image on the Internet. While some of these companies have been successful, others have not fared as well and have come to realize that branding and image-creating strategies must be specifically adapted to this medium.
- #7 Relation to text This slide relates to material on pp. 470-471 and Exhibit 15-1 of the text. Summary Overview This slide summarizes factors that lead to an effective website: Contact Commerce Construction Communication Content Community Customization Use of slide This slide can be used to discuss the what is required to develop and maintain a successful website. To attract visitors to the site and have them return to it requires a combination of creativity, effective marketing, and continual updating of the site.
- #10 Relation to text This slide relates to material on pp. 475 of the text. Summary Overview This slide demonstrates another use of the Internet, which is to use the medium for the direct sale of goods and services. E-Commerce has become an important part of the worldwide web, both on the consumer and business to business side. The slide notes that e-commerce refers to the direct selling of products and services on the web which may be a primary or secondary objective for a web site. Use of this slide This slide can be used to introduce the concept of e-commerce. Most students will be familiar with the concept, but may need to be reminded that it is part of the IMC program, and that it is possible that it may be either a primary or secondary objective.
- #11 Relation to text This slide relates to material on p. 475 of the text. Summary Overview This slide shows some of the characteristics of e-commerce on the Internet. E-commerce continues to grow at a very fast pace. This growth comes from “downloadable” purchases—for example books, reports, maps, tickets, and other item. The strong growth of E-commerce is expected to continue, in both the business-to-business and consumer markets. Use of this slide When used with the previous slide, this slide provides additional insight into the e-commerce aspects of the Internet. Many companies are maintaining their “brick and mortar” stores and operations but are now selling through the Internet as well.
- #12 Relation to text This slide relates to material on p. 475 and Exhibit 15-7 of the text. Summary Overview Perhaps one of the most well known and successful e-commerce sites on the Internet is that of ebay. Essentially an online auction, ebay allows users to both sell and purchase products and services. While many online e-commerce sites are extensions of the company’s brick and mortar store, ebay is an example of an e-commerce site only. Use of this slide This slide can be used to provide an example of an e-commerce site that students are probably already familiar with. Nevertheless, it serves as a reminder to the use of the web for selling and buying, and as an indication of the potential for success in this medium.
- #13 Relation to text This slide relates to material on pp. 476-483 of the text. Summary Overview As part of the IMC program, the Internet will be used most effectively if integrated with other media. This slide demonstrates the other IMC tools with which the Internet should be coordinated including: Advertising Sales promotion Personal selling Public relations Direct marketing Use of this slide This slide can be used to discuss how the various IMC tools should be combined with the Internet to create a more effective IMC program. Research studies have shown that by integrating the Internet with other IMC components, overall communication is more effective. In addition, the ability to have visitors come to ones website may require effective use of other IMC program elements. The next nine slides will discuss and provide examples of the integration with these components.
- #14 Relation to text This slide relates to material on pp. 476-478 of the text. Summary Overview The slide shows the various forms of advertising that can be done on the Internet. These include: Paid Search— the fastest growing form of advertising on the Internet Behavioral Targeting— based on advertisers’ targeting consumers according to their web-surfing behaviors Contextual Ads— ads based on the content of the website Rich Media— all content that is created in flash Additional Forms— as the Internet evolves, more and more ways to deliver advertising messages appear Use of this slide This slide can be used to discuss the various forms of advertising that are available to the Internet advertiser.
- #15 Relation to text This slide relates to material on p. 476 and Exhibit 15-8 of the text, which discusses forms of advertising on the web. Summary Overview This slide shows examples of banner ads which encourage the viewer to click through for more information about the product. Banner ads are the most common form of advertising found on the Internet. Use of this slide This slide can be used to show one form of banner advertising. Unfortunately, banner ads have not been proven to be very effective with low scores on recall, and click-through rates reported. You may wish to engage students in a discussion of why they believe that banner ads are not very effective.
- #18 Relation to text This slide relates to material on p. 478 of the text. Summary Overview The increased penetration of broadband into households has increased the attention given to rich media. This slide defines rich media and lists several types. Use of this slide This slide can be used to discuss the various types of rich media.
- #19 Relation to text This slide relates to material on p. 482 of the text. Summary Overview This slide shows a webpage from Ben & Jerry’s, which uses its website to promote products and images as well as showcasing the causes it supports and champions such as global warming, peace, and social and environmental issues. Many philanthropic and nonprofit organizations have found the Internet to be a useful way to generate funds. Use of this slide This slide can be used to provide a good example of public relations on the Internet.
- #20 Relation to text This slide relates to material on pp. 479-481 of the text. Summary Overview This slide shows an example of how Yahoo incorporates sales promotion offers into its web site. The slide provides an example of the information discussed in the text regarding the use of sales promotions on the Internet. Use of this slide This slide can be used to provide an example of the use of sales promotion on an Internet site. Companies sometimes offer contests, sweepstakes, downloadable coupons and more to encourage visits to their sites, as well as to establish brand loyalty. The Yahoo site provides a good example of integration of sales promotion and the Internet.
- #21 Relation to text This slide relates to material on p. 482 of the text. Summary Overview This slide provides an example of how Chrysler uses its website for public relations efforts. Many companies now use their websites to provide information about the company, product and service information, news and events, and an archive of press releases. Use of this slide This slide can be used to provide a good example of a company using their website for public relations purposes. Students should be encouraged to visit various corporate web sites to see how they are used for public relations purposes.
- #22 Relation to text This slide relates to material on pp. 482-483 of the text. Summary Overview This slide shows the characteristics of conducting direct marketing on the Internet through the use of e-mail, including the fact that it is often used by catalogers, is highly targeted, relies heavily on lists and attempts to reach those with specific needs. Direct mail usage on the Internet continues to increase, and has recently fallen under attack as a result of significant increases in the use of SPAM or online junk mail. Like its traditional direct mail counterpart, critics of SPAM have attempted to enact legislation to prohibit or limit its use. Use of this slide This slide can be used to provide a brief overview of the characteristics of using email for direct marketing purposes. You might initiate a discussion of similarities and dissimilarities between traditional direct mail and the electronic version.
- #24 Relation to text This slide relates to material on p. 482 of the text. Summary Overview This slide shows a webpage from Ben & Jerry’s, which uses its website to promote products and images as well as showcasing the causes it supports and champions such as global warming, peace, and social and environmental issues. Many philanthropic and nonprofit organizations have found the Internet to be a useful way to generate funds. Use of this slide This slide can be used to provide a good example of public relations on the Internet.
- #26 Relation to text This slide relates to material on p. 482 of the text. Summary Overview This slide shows a webpage from Ben & Jerry’s, which uses its website to promote products and images as well as showcasing the causes it supports and champions such as global warming, peace, and social and environmental issues. Many philanthropic and nonprofit organizations have found the Internet to be a useful way to generate funds. Use of this slide This slide can be used to provide a good example of public relations on the Internet.