E Marketing Week07


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Promotion: the internet in the promotional mix

Week 7 of 13 of the 2007 Internet Marketing Course. Content is based in part on Dann, S and Dann S 2004 Strategic Internet Marketing 2.0, Milton: Wiley. Diagrams taken from the Dann and Dann text are copyright to their respective copyright holders.

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E Marketing Week07

  1. 1. MKTG7037 / MKTG2032 E-marketing Week 6
  2. 2. Course Structure Chapter 15 International marketing 21 May 12 Chapter 14 Relationship marketing 28 May 13 Chapter 13 Services marketing online 14 May 11 Chapter 12 Distribution 7 May 10 Chapter 11 Pricing strategies 30 April 9 Chapter 10 Promotion 2: the internet as a promotional medium 23 April 8 Chapter 9 Promotion: the internet in the promotional mix 2 April 7 Chapter 8 The role of product in internet marketing 26 March 6 Chapter 7 The internet in marketing strategy 19 March* 5 Chapter 6 Applications for business and non-business 12 March 4 Chapter 5 Creating cybercommunities 5 March 3 Chapter 4 Consumer behaviour 26 February 2 Chapter 3 Unique features of internet-based marketing 19 February 1 Topic(s)/Task(s) Week beginning Week No
  3. 3. Assessment Due Dates <ul><li>Task Weighting Due </li></ul><ul><li>Essay Registration 01 March 16 </li></ul><ul><li>Solo Assignment 20 March 26 </li></ul><ul><li>Group-Optional Essay 29 May 21 </li></ul><ul><li>Final Examination 30 June </li></ul><ul><li>Online Forum 20 During semester </li></ul>
  4. 4. Dealing with a few internet matters
  5. 5. http://www.euroblog2007.org/euroblog2007-results.pdf http://www.euroblog2007.org/
  6. 6. http://www.euroblog2007.org/
  7. 7. Don’t look shocked <ul><li>Seth Godin </li></ul><ul><ul><li>And I’m agreeing with him. It happens. Sometimes </li></ul></ul><ul><li>Thinking about Stripe Generator </li></ul><ul><ul><li>Most people can't imagine why you'd want Stripe Generator. After all, it's just a free tool that... makes stripes. </li></ul></ul><ul><li>Blogs are a tactic, not a strategy </li></ul><ul><ul><li>Steve Rubel points out that blogs and trackbacks aren't the only thing happening these days ( TrackBacks Are Dying .) Digg/reddit and lenses and instant messages and tags are all part of the same universe. Each serves a different purpose, but all of them are related and keep moving ideas around. </li></ul></ul><ul><li>You should write an ebook </li></ul><ul><ul><li>I'm serious. Smart people with good ideas worth sharing can get a lot out of this exercise. </li></ul></ul><ul><ul><ul><li>http://sethgodin.typepad.com/seths_blog/2007/03/you_should_writ.html </li></ul></ul></ul>
  8. 8. More fun than assignment marking
  9. 9. You’re probably going to hate this part IN CLASS INTERACTIVITY!
  10. 10. Promoting on-line / off-line <ul><li>In your opinions…do any of the following… </li></ul><ul><ul><ul><li>RFID tags </li></ul></ul></ul><ul><ul><ul><li>m-commerce </li></ul></ul></ul><ul><ul><ul><li>MMORPG environments </li></ul></ul></ul><ul><ul><ul><li>social media marketing </li></ul></ul></ul><ul><ul><ul><li>online viral marketing </li></ul></ul></ul><ul><li>Help or hinder promotion? </li></ul>
  11. 11. Don’tcha hate it when I take survey results seriously?
  12. 12. Buzz building <ul><li>BW: How would you advise a marketer to act if they want to start a buzz? </li></ul><ul><li>DW: First, they should focus less on who people influence and more on how people are influenced </li></ul><ul><li>Second, they should also think more about networks, and network structure, rather than treating everyone as behaving independently. </li></ul><ul><li>Third, they should move away from the idea that buzz can be engineered to achieve some prespecified outcome, and get better at measuring and reacting to buzz that arises naturally </li></ul><ul><ul><li>http://socialmarketing.blogs.com/r_craiig_lefebvres_social/2007/03/fallacies_of_bu.html </li></ul></ul>
  13. 13. Attracting users to the Web <ul><li>The five-step model: </li></ul><ul><ul><li>Awareness </li></ul></ul><ul><ul><li>Attraction </li></ul></ul><ul><ul><li>Visit/contact </li></ul></ul><ul><ul><li>Purchase </li></ul></ul><ul><ul><li>Repurchase </li></ul></ul>
  14. 14. The foundations of promotion <ul><li>Six tenets of promotion: </li></ul><ul><ul><li>Promotion should be about empowerment. </li></ul></ul><ul><ul><li>Promotion can signpost social change. </li></ul></ul><ul><ul><li>Promotion can support and encourage. </li></ul></ul><ul><ul><li>Promotion can send news. </li></ul></ul><ul><ul><li>Promotion can be used to share experiences. </li></ul></ul><ul><ul><li>Promotion can be used to answer a dream. </li></ul></ul>
  15. 15. Integrated Marketing Communications (IMC) <ul><li>IMC represents a marketing promotions approach that attempts to utilise the value of a comprehensive plan of image and message strategies to present a consistent message across a range of communication methods: </li></ul><ul><ul><li>Message consistency </li></ul></ul><ul><ul><li>Message clarity </li></ul></ul>
  16. 16. Communicating the URL <ul><li>The web site can play a promotional role in one of four different points in the sales process: </li></ul><ul><ul><li>Pre-purchase </li></ul></ul><ul><ul><li>Point of purchase </li></ul></ul><ul><ul><li>Purchase </li></ul></ul><ul><ul><li>Post-purchase </li></ul></ul>
  17. 17. Elements of promotional mix <ul><li>Advertising </li></ul><ul><li>Direct marketing activities </li></ul><ul><li>Personal selling </li></ul><ul><li>Point of sale/point of purchase </li></ul><ul><li>Publicity </li></ul><ul><li>Sales promotion </li></ul><ul><li>Public relations </li></ul>
  18. 18. Three dimensions of promotion Source: Kiani, G. 1998, ‘Marketing opportunities in the digital world’, Internet Research: Electronic Networking Applications and Policy , vol. 8, no. 2, pp 185–94.
  19. 19. Promotion of URL offline <ul><li>Outdoor advertising: the great outdoors </li></ul><ul><li>Home delivery: bring home the dot.com </li></ul><ul><li>One-to-one to Web: up close and personal </li></ul><ul><li>Product dot.com </li></ul><ul><li>Here’s my calling card </li></ul>
  20. 20. Sins of Internet advertising <ul><li>The culture of the Internet is still predominantly opposed to advertising that: </li></ul><ul><ul><li>does not create value </li></ul></ul><ul><ul><li>is not relevant </li></ul></ul><ul><ul><li>creates a nuisance. </li></ul></ul><ul><li>These three advertising sins have a disturbingly high tendency to appear in pop-up advertising. </li></ul>
  21. 21. Discussion Questions for the Board <ul><li>Yeah, like we’re going to really want to play with the board over the midsemester break? </li></ul><ul><li>Things to do </li></ul><ul><ul><li>Take the break off. </li></ul></ul><ul><ul><li>Work on your assignment or something. </li></ul></ul><ul><ul><li>Download Second Life and play with it </li></ul></ul>