Slide 8-1 Slide 8-2

thumpinsplishInternet και Εφαρμογές Web

18 Νοε 2013 (πριν από 3 χρόνια και 9 μήνες)

99 εμφανίσεις

Copyright © 2002 Pearson Education, Inc.

Slide 8
-
1

Copyright © 2002 Pearson Education, Inc.

Slide 8
-
2

Created by, David Zolzer, Northwestern State University

Louisiana

E
-
commerce Marketing
Communications

Copyright © 2002 Pearson Education, Inc.

Slide 8
-
3

Learning Objectives


Identify the major forms of online
marketing communications


Understand the costs and benefits of
online marketing communications


Discuss the way is which a Web site can
be used as a marketing communications
tool

Copyright © 2002 Pearson Education, Inc.

Slide 8
-
4

Online Marketing
Communications


Methods used by online firms to
communicate to the consumer and create
strong brand expectations


Promotional sales communications
suggest the consumer “buy now” and
make offers to encourage immediate
purchase


Branding communications focus on
extolling the differentiable benefits of
consuming the product or service

Copyright © 2002 Pearson Education, Inc.

Slide 8
-
5

Online Advertising


A paid message on a Web site, online
service, or other interactive medium


Different forms include:


banner and rich media ads


paid search engine inclusion and
placement


sponsorships


affiliate relationships

Copyright © 2002 Pearson Education, Inc.

Slide 8
-
6

Online Advertising From

2000
-
2006

Page 414, Figure 8.1

Copyright © 2002 Pearson Education, Inc.

Slide 8
-
7

Online Advertising by Category

Page 415, Figure 8.2

Copyright © 2002 Pearson Education, Inc.

Slide 8
-
8

Banner and Rich Media Ads


Banner ad displays a promotional message in a
rectangular box at the top or bottom of a
computer screen


Button is a permanent banner ad


Pop
-
under ad opens underneath a user’s active
browser window and does not appear until the
user closes the active window


Rich media ads employee Flash, DHTML, and
Java, and streaming audio and/or video

Copyright © 2002 Pearson Education, Inc.

Slide 8
-
9

Types of Banner Ads

Page 417,

Figure 8.3

Copyright © 2002 Pearson Education, Inc.

Slide 8
-
10

Banner and Rich Media Ads


Interstitial ad is a way of placing a full
page message between the current and
destination pages of a user


Superstitial is a rich media ad that is
preloaded into a browser’s cache and
does not play until fully loaded and the
user clicks to another page

Copyright © 2002 Pearson Education, Inc.

Slide 8
-
11

Banner and Rich Media Ads


Banner swapping is an arrangement
among firms that allows each firm to have
it banners displayed on other affiliate sites
for no cost


Banner exchanges arrange for banner
swapping among firms

Copyright © 2002 Pearson Education, Inc.

Slide 8
-
12

Most Popular Online Marketing
Methods

Page 419, Table 8.1

Copyright © 2002 Pearson Education, Inc.

Slide 8
-
13

A Paid Listing on
Overture.com


A search on “software training” at
Overture.com (formerly GoTo.com) brings
up a list of companies that have paid for
their inclusion and placement on the
search results list. The amount each
company has agreed to pay per
clickthrough is shown.

Copyright © 2002 Pearson Education, Inc.

Slide 8
-
14

Search Engine Policies on Paid
Placement and Inclusion

Page 421,

Table 8.2

Copyright © 2002 Pearson Education, Inc.

Slide 8
-
15

Sponsorship


A paid effort to tie an advertiser’s name to
information, an event, or a venue in a way
that reinforces its brand in a positive, yet
not overtly commercial manner

Copyright © 2002 Pearson Education, Inc.

Slide 8
-
16

Affiliate Relationships


Permit a firm to put it logo or banner ad on
another firm’s Web site from which users
of that site can click through to the
affiliate’s site

Copyright © 2002 Pearson Education, Inc.

Slide 8
-
17

Direct E
-
mail Marketing


E
-
mail marketing messages sent directly
to interested users


Spam is unsolicited commercial e
-
mail

Copyright © 2002 Pearson Education, Inc.

Slide 8
-
18

Other Online Marketing
Communications


Online Catalogs provide the equivalent of
a paper
-
based catalog


Public relations involves communicating
with target audiences, or publics, using
methods other than advertising

Copyright © 2002 Pearson Education, Inc.

Slide 8
-
19

Beval’s Online Catalog

Page 425, Figure 8.5

Copyright © 2002 Pearson Education, Inc.

Slide 8
-
20

Marketing Metrics Lexicon

Page 429, Table 8.3

Copyright © 2002 Pearson Education, Inc.

Slide 8
-
21

Online Marketing Metrics:
Lexicon


Impressions is the number of times an ad
is served


Clickthrough rate (CTR) is the percentage
of people exposed to an online
advertisement who actually click on the
banner


Hits is the number of HTTP requests
received by a firm’s server

Copyright © 2002 Pearson Education, Inc.

Slide 8
-
22

Online Marketing Metrics:
Lexicon


Page views is the number of pages
requested by visitors


Stickiness (duration) is the average length
of time visitors remain at a site


Unique visitors is the number of distinct,
unique visitors to a site


Loyalty is the percentage of purchasers
who return in a year

Copyright © 2002 Pearson Education, Inc.

Slide 8
-
23

Online Marketing Metrics:
Lexicon


Reach is the percentage of the total
number of consumers in a market who will
visit a site


Recency is the average number of days
elapsed between visits


Acquisition rate measures the percentage
of visitors who register or visit product
pages

Copyright © 2002 Pearson Education, Inc.

Slide 8
-
24

Online Marketing Metrics:
Lexicon


Conversion rate is the percentage of visitors who
purchase something


Attrition rate is percentage of customers who
purchase once, but do not return within a year


Abandonment rate is the percentage of shoppers
who begin a shopping cart form, but then fail to
complete the form


Retention rate is the percentage of existing
customers who continue to buy on a regular
basis

Copyright © 2002 Pearson Education, Inc.

Slide 8
-
25

An Online Consumer
Purchasing Model

Page 431,

Figure 8.6

Copyright © 2002 Pearson Education, Inc.

Slide 8
-
26

Online Marketing
Communications

Page 432, Table 8.4

Copyright © 2002 Pearson Education, Inc.

Slide 8
-
27

The Costs of Online Advertising


Cost per thousand is what an advertiser
pays for impressions in 1,000 unit lots


Cost per click is where the advertiser pays
prenegotiated fee for each click an ad
receives


Cost per action is where the advertiser
pays only for those users who perform a
specific action

Copyright © 2002 Pearson Education, Inc.

Slide 8
-
28

Different Pricing Models for
Online Advertisements

Page 433, Table 8.5

Copyright © 2002 Pearson Education, Inc.

Slide 8
-
29

Traditional and Online Advertising Costs
Compared

Page 435, Table 8.6

Copyright © 2002 Pearson Education, Inc.

Slide 8
-
30

Web Site Activity Analysis

Page 436,

Figure 8.7

Copyright © 2002 Pearson Education, Inc.

Slide 8
-
31

The Web Site as a Marketing
Communications Tool


Domain names are the first communications an e
-
commerce site has with a prospective customer


Search Engine Optimization


register with as many search engines as
possible


ensure keywords used in the site description
match keywords likely to be used as search
terms by a user


link the site to as many other sites as possible

Copyright © 2002 Pearson Education, Inc.

Slide 8
-
32

Search Engine Ranking Criteria

Page 440, Table 8.7

Copyright © 2002 Pearson Education, Inc.

Slide 8
-
33

Site Design Features That
Impact Online Purchases

Page 441, Table 8.8

Copyright © 2002 Pearson Education, Inc.

Slide 8
-
34

Web Site Functionality


Compelling experience


Fast download times


Easy Product List navigation


Few clicks to purchase


Customer choice agents


Responsiveness