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E Marketing Week08


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Promotion 2: the internet as a promotional medium

Week 8 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 Week08

  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. Twitter Update <ul><li> </li></ul><ul><li> </li></ul><ul><li>Twitter In The News </li></ul><ul><ul><li>Financial Times ran a front page article about Twitter followed by </li></ul></ul><ul><ul><li>coverage from The New York Post, TIME Magazine, Newsweek, The New York Times, MIT Technology Review, USA Today, and others. </li></ul></ul><ul><li>Twitter won the SxSW Web Award </li></ul><ul><ul><li> </li></ul></ul>
  5. 5. On unrelated OH WOW SHINY <ul><li> </li></ul><ul><li>Stikkit makes organizing your daily details as simple as jotting down a note or firing off email. Stikkit's &quot;little yellow notes that think&quot; talk to the productivity applications you already use, as well as to friends, coworkers and family, giving you a universal remote for your life. </li></ul>
  6. 6. The internet as a promotional medium
  7. 7. The Code Part of the Engine <ul><li> </li></ul><ul><li>Design Principles </li></ul><ul><ul><li> </li></ul></ul><ul><li>Hire someone else to do it. </li></ul>
  8. 8. The Internet <ul><li>Features of Internet for promotion: </li></ul><ul><ul><li>Multimedia capacity </li></ul></ul><ul><ul><li>24-7 coverage </li></ul></ul><ul><ul><li>Audience selectivity and selective audiences </li></ul></ul><ul><ul><li>Global exposure </li></ul></ul><ul><ul><li>Interactivity </li></ul></ul><ul><ul><li>Production quality </li></ul></ul>
  9. 9. Post Modern Consumption <ul><li>I, Pod </li></ul><ul><li>Post-modern consumption </li></ul><ul><ul><li>creation and negotiation of image, social role and social meaning through the use, purchase, consumption, and now creation, of goods and services in the online environment </li></ul></ul><ul><ul><ul><li>(Patterson 1998) </li></ul></ul></ul>
  10. 10. Experiential marketing <ul><li>Interactivity </li></ul><ul><ul><li>degree of give and take between the consumer and the producer of the marketing message, and the extent to which the message adapts to the consumer. </li></ul></ul><ul><li>Connectivity </li></ul><ul><ul><li>is the sense of one-to-one communication and the feeling that the marketer is meeting the consumer’s needs on an individual basis. </li></ul></ul><ul><li>Creativity </li></ul><ul><ul><li>is the recognition that the market has a wide range of choice for content, ideas and experiences. </li></ul></ul>
  11. 11. Design Consideration <ul><li>dominant value sought from web sites is the utility of the exchange. </li></ul><ul><ul><li>Raman and Leckenby (1998) </li></ul></ul><ul><li>Why Simplicity Is Essential to Web Design </li></ul><ul><ul><li>we don't pay for visiting a site with our money; we pay for it with our time </li></ul></ul><ul><ul><li>Web sites are about the present, not the future. </li></ul></ul><ul><ul><li>Browsing a site is essentially private behavior </li></ul></ul><ul><ul><ul><li> </li></ul></ul></ul>
  12. 12. System feasibility <ul><li>Economic feasibility </li></ul><ul><ul><li>rewards and the costs of establishing a web site and its perceived benefits </li></ul></ul><ul><li>Technical feasibility </li></ul><ul><ul><li>capacity of the technology available to the organisation and to the target market. </li></ul></ul><ul><li>Operational feasibility </li></ul><ul><ul><li>Will the customer, staff, suppliers, management or other targeted groups actually use the site? </li></ul></ul><ul><li>Organisational feasibility </li></ul><ul><ul><li>integration of the web site into the company’s existing operations. </li></ul></ul>
  13. 13. Usefulness <ul><li>Functionality </li></ul><ul><ul><li>the extent to which a site has the information, systems and functions to do what it promises to do </li></ul></ul><ul><li>Usability </li></ul><ul><ul><li>the extent to which a site can be operated easily by the target group. </li></ul></ul><ul><ul><ul><li>Subjectively pleasing </li></ul></ul></ul><ul><ul><ul><li>Ease of browsing </li></ul></ul></ul><ul><ul><ul><li>Ease of reading </li></ul></ul></ul>
  14. 14. Social acceptability <ul><li>Legal acceptability: </li></ul><ul><ul><li>the legality of the product, service or ideas being sold, promoted or displayed by the web site. </li></ul></ul><ul><li>Political acceptability </li></ul><ul><ul><li>the degree to which the product, service, good or idea is acceptable to the government or political parties of the target market’s home country. </li></ul></ul><ul><li>Economic acceptability: </li></ul><ul><ul><li>directly related to economic feasibility in that it considers economies of scale </li></ul></ul><ul><ul><li>whether the product will reach enough users who have sufficient disposable income to purchase the product. </li></ul></ul><ul><li>Cultural acceptability </li></ul><ul><ul><li>the degree to which the web site integrates with the cultural beliefs of the target adopters. </li></ul></ul>
  15. 15. Styles of web site design: Metatheory 102 <ul><li>Strategic framework for site design </li></ul>Source: Lu, M. & Yeung, W. 1998, ‘A framework for effective commercial Web application development’, Internet Research:Electronic Networking Applications and Policy , vol. 8, no. 2, pp. 166–73.
  16. 16. Making the Net accessible <ul><li>Resolving access problems for web sites: </li></ul>
  17. 17. Making the Net accessible (contd)
  18. 18. Making the Net accessible (contd) Source: Lilly, E. 200,‘ Creating accessible web sites: An introduction’, The Electronic Library , vol. 19, no. 6, pp. 397–404.
  19. 19. Designing web sites <ul><li>Darwinian Programming </li></ul><ul><ul><li>Rampant adhocery </li></ul></ul><ul><ul><li>voodoo programming </li></ul></ul><ul><ul><li>personal experience </li></ul></ul><ul><li>Human factors research </li></ul><ul><ul><li>Systematic and scientific development </li></ul></ul><ul><ul><li>Eye tracking </li></ul></ul><ul><li>Written rules and printed protocol </li></ul><ul><ul><li>adaptation of the rules and protocols of printed media into web site design strategies. </li></ul></ul><ul><li>‘ I, web site’ – the web diary system </li></ul>
  20. 20. Construction styles <ul><li>Entertainment parks </li></ul><ul><ul><li>designed primarily to entertain customers and users with high levels of interactivity, contests and prizes. </li></ul></ul><ul><ul><ul><li> </li></ul></ul></ul><ul><li>Archives </li></ul><ul><ul><li>providing historical information about the company, or a service allowing access to historical exhibitions. </li></ul></ul><ul><ul><ul><li> </li></ul></ul></ul><ul><li>Exclusive sponsorships </li></ul><ul><ul><li>sites are dedicated to the promotion of an exclusive sponsorship event </li></ul></ul><ul><ul><ul><li>Possibly needs rethinking / recategorisation </li></ul></ul></ul>
  21. 21. Construction styles <ul><li>Town halls </li></ul><ul><ul><li>public forum for debate, discussion and online public speaking </li></ul></ul><ul><li>Clubs </li></ul><ul><ul><li>sites are dedicated to supporting and hosting cybercommunities </li></ul></ul><ul><ul><ul><li>room based environments </li></ul></ul></ul><ul><ul><ul><li>node level structures that facilitate chat and communication </li></ul></ul></ul><ul><li>Gift shops </li></ul><ul><ul><li>focus on providing giveaways, free offers and downloadable software </li></ul></ul>
  22. 22. Construction styles <ul><li>Freeway intersections </li></ul><ul><ul><li>Portals, indexes and search engines </li></ul></ul><ul><li>Customer service centres </li></ul><ul><ul><li>sites are established for the purpose of providing aftersales support for customers, and updates or product use information. </li></ul></ul><ul><li>Journals and blogs </li></ul><ul><ul><li>webjournal and a blog can be used for either technique, and the distinction between them is for the sake of an arbitrary categorisation </li></ul></ul>
  23. 23. Construction styles: Do they fit? Journals and blogs Customer service centres Freeway intersections Gift shops Clubs Town halls Exclusive sponsorships Archives Entertainment parks Blogs Web 2.0
  24. 24. Design of home pages <ul><li>Advocacy pages </li></ul><ul><ul><li>Promote the position on an issue </li></ul></ul><ul><li>Brand image pages </li></ul><ul><ul><li>Promotional pages </li></ul></ul><ul><li>Comparative pages </li></ul><ul><ul><li>head-to-head comparisons between products or brands </li></ul></ul><ul><li>Corporate pages </li></ul><ul><ul><li>Corporate propaganda </li></ul></ul><ul><li>Direct response pages </li></ul><ul><ul><li>interactive pages seeking immediate user feedback </li></ul></ul>
  25. 25. Design of home pages <ul><li>Index pages </li></ul><ul><ul><li>Front ends of the site </li></ul></ul><ul><li>Political pages </li></ul><ul><ul><li>pursuit of support for votes, causes, candidates and campaigns </li></ul></ul><ul><li>Public service pages </li></ul><ul><ul><li>Support for worthy causes / distribution of socially beneficial information </li></ul></ul><ul><li>Retail sales pages </li></ul><ul><ul><li>home shopping channel of the Internet </li></ul></ul><ul><li>Blog pages </li></ul><ul><ul><li>Encompasses the whole of the blog, rather than the individual posts </li></ul></ul>
  26. 26. Does it fit? Blog pages Retail sales pages Public service pages Political pages Index pages Direct response pages Corporate pages Comparative pages Brand image pages Advocacy pages Blogs Web 2.0
  27. 27. Planning the web site Source : McNaughton, R. B. 200, ‘A typology of web site objectives in high technology business markets’, Marketing Intelligence & Planning , vol. 19, no. 2, p. 86.
  28. 28. Six Ms of web site design <ul><li>Six-step plan for establishing and maintaining marketing sites: </li></ul><ul><ul><li>Mission </li></ul></ul><ul><ul><li>Margin </li></ul></ul><ul><ul><li>Mechanics </li></ul></ul><ul><ul><li>Marketing mix </li></ul></ul><ul><ul><li>Maintenance </li></ul></ul><ul><ul><li>Metrics </li></ul></ul>
  29. 29. Discussion Questions for the Board <ul><li>Outline the elements of Lu and Yeung’s (1998) framework. How well does this framework cover the strategic issues of web site design in the Web2.0 era? </li></ul><ul><li>Where do internet services such as Twitter, Stikkit and Ning fit into the Construction styles typology? Do they fit at all? </li></ul>