Promotion is a marketing mix variable used to send persuasive messages to target audiences through planned communication. Companies use the internet for promotion to create buzz and encourage word-of-mouth. Promotion goals include advertising and viral marketing. The promotion mix includes advertising, personal selling, direct marketing, sales promotion, and publicity/PR. Issues with internet promotion include clutter, visibility blocking content, and potential for spyware.

1. Promotion in the Internet Marketing Mix (Ch.12) Maya Samaan Nadia El-Samsam RozaitYounis Ahmed Zainal

2. What is Promotion? Promotion is the marketing mix variable of planned, persuasive, targeted, and goal-driven marketing communication. Marketers use promotion to send a message and provide feedback. Noise can block or distort a message

3. Why Do Companies Use the Internet? Marketing communication can also be an incentive. Companies use the internet to create a buzz, encouraging a word of mouth communications whereby consumers communicate among themselves about products, for example yahoo measures the buzz on its buzz index, and Google on Zeitgeist.

4. Promotion Goals Advertainment Viral marketing Offline communication can actually drive the consumers online.

5. The Promotion Mix It is a conceptual framework for understanding the strategic use of promotion tools: Advertising, personal selling, direct marketing, sales promotion, and publicity/PR. Includes the Integrated Marketing Communication (IMC): Synergetic promotion; a planned, coordinated, integrated campaign that uses more than one promotion tool and has one voice, one look, and one feel.

6. Advertising Internet advertising: is paid, nonpersonal persuasive messages by identified sponsors. Search engine advertising: paid inclusion advertising on search engines that is designed to drive traffic to website, has no direct offline equivalent and is currently the hottest form of online advertising and promotion.

7. Direct Marketing Promotion on the internet typically is interactive, creates a direct contact with audience members, and can result in an immediate response. For that, many marketers regard all internet promotion as direct marketing. Traditional offline direct marketing forms include catalog sales, direct-mail letters, bill stuffers, direct-response TVCs, and telemarketing

8. Promotion Delivery Channels Before the internet, the delivery started with traditional promotion channels Newer channels include promotion delivered on computer disks, faxes, automobiles, grocery store floors, etc.

9. Cont. Promotion targets: target markets are the consumer or the audiences that need or want the product and have the authority to buy it. Promotion directs behavior: promotion, and particularly advertising, helps move some target audience members through steps that help in purchase and repurchase.

10. Cont. Promotion planning: promotion planners must consider the target audience such as they characteristics, their preferences and how and where to reach them.

11. Promotion issues Promotion issues: consumers have the power to ignore marketing promotion by turning off the radio or TV and they can control the telemarketing calls by using caller identification technology.

12. Cont. Clutter : It occurs when there is too many online ads, email messages, sales promotion, websites and pages. Criticisms: internet marketing promotions are very visible and they block users’ view of the page and they could also contain spyware.

13. Online Advertising and Paid Search Predictions that online advertising in the Arab world will grow from $54m to $266m by 2015. Though online will still constitute just 4% of the overall advertising spend in the region. Reason: broadband penetration of 12% in the region. Strong proportion of youth demographic in the region is the main factors that will drive the growth of online platforms. Source: http://www.ameinfo.com/225255.html

14. Online Advertising Formats Banner Ads: Online Interactive billboard-style marketing communications messages on or linked to web pages and designed to raise awareness, build a brand, rebrand and remind consumers about a product, brand and/or website. - Interactive Marketing Unit (IMU)

15. Online Advertising Formats (Cont.) Sponsorships: Web page ads, usually the size of a small button banner ad, placed adjacent to content related to the sponsor’s product. Interstitials: Rich media ads that closely resemble slimmed down TV commercials or prints ads in a magazine

16. Online Advertising Formats (Cont.) Minimovies: Very short, cinema-like ads filmed specifically for internet showing. Webisodes: Streaming video to push multi-episode animated cartoons, ads, music videos or other content to the user. Classifieds: Online newspapers run classified sections online just like those in print newspapers.

17. Online Advertising Formats (Cont.) Webcast Ads: Audio, video or audio/video broadcasts on the world wide web. Blogads: Paid advertisements typically banner or sidebars on blog/weblogs. Middle Eastern blogging: Egyptian blogs on Islamic and political issues. Blogging in the UAE uncommon. Instant messaging Spim

18. Paid Search Three types of paid search formats: Paid placement Paid inclusion Sponsored Links