11a_MarketingComm - University of Central Florida

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IMS 6485: Marketing Communication

1

Dr. Lawrence West, MIS Dept., University of Central Florida

LWEST@BUS.UCF.EDU

Topics


Marketing Communication


Online Advertising


Banner Ads


− Rich Media Ads


Search Engine


− E
-
Mail Marketing


Online Catalogs


− Social Marketing


Bringing Chapters 6 & 7 Together


Metrics and Costs


The Web Site as Marketing Communication

IMS 6485: Marketing Communication

2

Dr. Lawrence West, MIS Dept., University of Central Florida

LWEST@BUS.UCF.EDU

Marketing in the Value Chain?

TRANS
-
PORTATION
COMPANY
BROKER
INFORMATION FLOWS
(
SELLERS TO BUYERS
)

FLOW OF GOODS

ADVERTISING
.

INVOICE
.

ORDER INFORMATION
.
INFORMATION FLOWS
(
BUYERS TO SELLERS
)

REQUEST INFORMATION
.

PLACE ORDER
.

MAKE PAYMENTS
.
Animal
Vegetable
Mineral
INVENTORY
INVENTORY
INVENTORY
FACTORY
WHOLE
-
SALER
INTERMEDIATE
GOODS
WHOLE
-
SALER
RETAILER
Where do these topics fall?

IMS 6485: Marketing Communication

3

Dr. Lawrence West, MIS Dept., University of Central Florida

LWEST@BUS.UCF.EDU

Marketing Communication


"Marketing Communications have a dual purpose:
Branding and Sales"


Branding: Building and reinforcing a firms brands


Inform consumers about differentiating features of
products and services


Sales: Encouraging the consumer to buy products and
services


Any marketing communication must


Be aware of which purpose it is accomplishing


Not damage other goals

IMS 6485: Marketing Communication

4

Dr. Lawrence West, MIS Dept., University of Central Florida

LWEST@BUS.UCF.EDU

Forms of Marketing Communication


Traditional


Electronic media

TV, Radio, Movie product
placement


Print

Newspaper, magazine


Online Advertising


Increasing its share of total advertising spending
(Figure 7.1)


10% of total advertising in 2009


Expected to grow to 15% by 2012


Growth of 200% in last five years


IMS 6485: Marketing Communication

5

Dr. Lawrence West, MIS Dept., University of Central Florida

LWEST@BUS.UCF.EDU

Online Advertising Advantages


Audience moving to the Internet


And concentrations formerly found in traditional media
are dispersing as more channels and options appear


Internet allows finer control over ad targeting


Online advertising remains massively cheaper per
impression

than traditional advertising

IMS 6485: Marketing Communication

6

Dr. Lawrence West, MIS Dept., University of Central Florida

LWEST@BUS.UCF.EDU

Online Advertising Formats


Banner ads and pop
-
ups


Rich media video ads


Search engine


E
-
Mail marketing (and spam)


Online catalogs


Social marketing

IMS 6485: Marketing Communication

7

Dr. Lawrence West, MIS Dept., University of Central Florida

LWEST@BUS.UCF.EDU

Banner Ads


Earliest forms of online advertising


What is the role/consequence of the IAB's
standardization of sizes for banner ads?


What is the difficulty that advertisers are now finding
with banner ads?


What were the findings regarding pop
-
up ads?


What decision does this pose for your online
advertising approaches?

IMS 6485: Marketing Communication

8

Dr. Lawrence West, MIS Dept., University of Central Florida

LWEST@BUS.UCF.EDU

Rich Media & Video Ads


Why are rich media ads growing in popularity?


Rich media ad spending will grow about 212% from
2008 to 2012


80% of Internet users now watch videos online and
"online video has become the audience aggregator of
the 21
st

century"


"Exactly how to take advantage of this opportunity is
still a puzzle" (p 428)


"the major video sites like YouTube and MySpace have
had a difficult time selling their ad space and
monetizing their huge audiences" (p 428)
Why?

IMS 6485: Marketing Communication

9

Dr. Lawrence West, MIS Dept., University of Central Florida

LWEST@BUS.UCF.EDU

Rich Media & Video Ads (cont.)


What decisions face your firm if you wish to use rich
media advertising?

IMS 6485: Marketing Communication

10

Dr. Lawrence West, MIS Dept., University of Central Florida

LWEST@BUS.UCF.EDU

Search Engine Advertising


The 900 lb gorilla in online advertising


"More than any other form of online advertising,
search engine marketing has altered the entire
marketing communications industry." (p. 429)


Note, the quote did not say the
online

marketing
communications industry


Why is this true?


On an average day 71 million Americans will use a
search engine for 10 billion searches a month


Click
-
through rate for search marketing is generally
10
-
12%

IMS 6485: Marketing Communication

11

Dr. Lawrence West, MIS Dept., University of Central Florida

LWEST@BUS.UCF.EDU

Search Engine Advertising (cont.)

"
How much would you pay to place your company's
listing in front of the consumer just at the precise
moment the customer is looking for products provided by
your company?"

IMS 6485: Marketing Communication

12

Dr. Lawrence West, MIS Dept., University of Central Florida

LWEST@BUS.UCF.EDU

Search Engine Advertising (cont.)


Three types of search engine marketing


Organic search


Paid inclusion


Keyword advertising


How does each type work?


What are the relative costs to the advertiser of each
type and what are advertisers paying for with the more
expensive approaches?


Should you consider search engine advertising for your
project scenario companies?


Which type would you use? Initially? Long term?

IMS 6485: Marketing Communication

13

Dr. Lawrence West, MIS Dept., University of Central Florida

LWEST@BUS.UCF.EDU

Network Keyword Advertising


What is it and how does it work?


Why are the search engines involved in this type of
advertising?


What are the benefits and risks to:


Search engine companies?


Advertising companies?


Hosting web site owners?

IMS 6485: Marketing Communication

14

Dr. Lawrence West, MIS Dept., University of Central Florida

LWEST@BUS.UCF.EDU

Sponsorship


What does "sponsorship" mean in a web advertising
context?


What is necessary if you want to consider sponsorship
as a communication means?

IMS 6485: Marketing Communication

15

Dr. Lawrence West, MIS Dept., University of Central Florida

LWEST@BUS.UCF.EDU

E
-
Mail Marketing and Spam


What are the economics of E
-
Mail marketing?


How do these factors influence the behavior of
"legitimate" advertisers?


How do they influence the behavior of spammers?


"
In general, e
-
mail works well for maintaining the
customer relationship, but poorly in acquiring new
customers
" (p. 438)


What are the economics of spamming and what has
been the impact of spam on legitimate e
-
mail
advertising? (And what is "legitimate" e
-
mail
advertising?)

IMS 6485: Marketing Communication

16

Dr. Lawrence West, MIS Dept., University of Central Florida

LWEST@BUS.UCF.EDU

Online Catalogs


What are the economics of online catalogs


For online only merchants?


For click
-
and
-
mortar merchants?


For traditional mail
-
order merchants?


Why are grid displays so popular (vs. full
-
page
spreads)?


A technology question: Where is the content for online
catalogs typically stored? How then are the contents
exposed to search engines? (I don't know.)

IMS 6485: Marketing Communication

17

Dr. Lawrence West, MIS Dept., University of Central Florida

LWEST@BUS.UCF.EDU

Social Marketing


Getting an advertisement or other message into a social
network


Letting the network manage distribution


Blog advertising


Attractive audiences


Difficult to classify


Social Network Advertising


$2 billion in revenue in 2009


"It is easy to overstate the growth in social marketing,
and it is risky to ignore it" (p. 444). Why?

IMS 6485: Marketing Communication

18

Dr. Lawrence West, MIS Dept., University of Central Florida

LWEST@BUS.UCF.EDU

Social Marketing (cont.)


Game advertising


Second life spaces


Advergames (what are they?)


Video in
-
game advertising


$510 million in revenue in 2009


Growing at a 15% compound rate


What are the opportunities and limitations?


What technological innovations in gaming make this
advertising desirable?

IMS 6485: Marketing Communication

19

Dr. Lawrence West, MIS Dept., University of Central Florida

LWEST@BUS.UCF.EDU

Bringing it Together


Chapter 6 discussed the web as a form of ultimate
market segmentation with segments down to the
individual level


Chapter 7 in various places mentions limitations on the
ability to
quickly

generate personalized ads for an
individual


But Google, Yahoo, and Microsoft have all invested
heavily in ad network companies


Could these technical limitations be overcome?


What will happen when/if they are?


Old investments

obsolete?

IMS 6485: Marketing Communication

20

Dr. Lawrence West, MIS Dept., University of Central Florida

LWEST@BUS.UCF.EDU

Metrics & Costs


See the exhaustive list of terminology and metrics in
Table 7.5


Acquisition rate


Conversion rate


Checkout conversion rate


Abandonment rate


Retention/Attrition rate


Compare online vs. offline behavior

IMS 6485: Marketing Communication

21

Dr. Lawrence West, MIS Dept., University of Central Florida

LWEST@BUS.UCF.EDU

Metrics & Costs (cont.)


How should you judge the success of online advertising
efforts?


What is the complete path from an advertisement to
your measure of effectiveness?


See cost of customer acquisition (Table 7.8)


Internet search: $8.50


Yellow pages: $20.00


Online display ad: $50.00


E
-
Mail: $60.00


Television $17.00

IMS 6485: Marketing Communication

22

Dr. Lawrence West, MIS Dept., University of Central Florida

LWEST@BUS.UCF.EDU

Metrics & Costs (cont.)


Evaluate the costs in Table 7.9


How do we reconcile the relatively low cost of online
banner ads with the relatively high cost of customer
acquisition for online display ads?


What would you like to know
before

undertaking an
advertising campaign (in any media)?


What would you like to know
after

the campaign?


What advantages does the Web have over traditional
media with respect to answering these questions?

IMS 6485: Marketing Communication

23

Dr. Lawrence West, MIS Dept., University of Central Florida

LWEST@BUS.UCF.EDU

The Web Site in Marketing Communications


"In some ways, a Web site can be viewed as an extended
online advertisement."

(p. 462)


What issues should/must be considered when designing
your web site?


What collaborations must be present within the
organization to ensure that the site is effectively
designed?