Internet Marketing, 2 Ed

rustnatureInternet and Web Development

Nov 18, 2013 (3 years and 8 months ago)

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Copyright © 2003 by Marketspace LLC

Mohammed, Fisher, Jaworski, Paddison

Internet Marketing, 2
nd

Ed

Chapter 9 Lecture Slides

Communication

Exhibits and Tables

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Communication


Today’s Objectives


Objectives will be to:


Explore how the Internet affects marketing communications


Examine the marketing levers


offline and online


Discuss the six steps of the communication process


Explore integrated implementation of levers across the four

relationship stages

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How the Internet Affects Marketing Communications


The Marketing Levers


Offline and Online


The Six Steps of the Communication Process


Integrated Implementation of Levers Across the Four Relationship Stages


EBay Case Study


Conclusion

Chapter 9:

Communication

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Costumer
-
Centric Marketing Communications

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Chapter 9:

Communication


How the Internet Affects Marketing Communications


The Marketing Levers


Offline and Online


The Six Steps of the Communication Process


Integrated Implementation of Levers Across the Four Relationship Stages


EBay Case Study


Conclusion

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Exhibit 9

1: The Effects of the 2Is on Communication


Allows more targeted
communications


Individualized
marketing
communications are
more relevant to the
consumer


Individual controls
information flow



Facilitates relationship
building through two
-
way communication


Allows tracking of
consumer response to
marketing
communications


Allows consumers to
specify preferences


Individualization

Interactivity

Communication

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Banner Ad

(to promote
awareness)

Personalized
Website


Individualized
offerings


Permission e
-
mails

Website

Awareness

Commitment

Exploration

2Is

2Is

User clicks on banner

to find out more

User can set up the webpage

according to personal preferences,

register for e
-
mails, give feedback,

or make a purchase

One Seamless Experience

Exhibit 9

2: The 2Is Streamline Advancement Through the Stages

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Chapter 9:

Communication


How the Internet Affects Marketing Communications


The Marketing Levers


Offline and Online


The Six Steps of the Communication Process


Integrated Implementation of Levers Across the Four Relationship Stages


EBay Case Study


Conclusion

Last Updated: 07/09/03

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Mass

Personal

Online

Offline

Outdoor

advertising
(Billboards)

Yellow
pages

Radio

Televisio
n

Brochure
s

Newspapers

Sponsorship
s

Magazine
s

Newsletter
s

Point
-
of
-
purchase
displays

Customer
service

Direct
mail

Telemarketing

Sales force
/ face
-
to
-
face

Banner ads

Rich
media

Search
engines

Interstitial
s

Classifieds
and
listings

Interactive
television

Websites

E
-
mail

marketing

Personal
websites

Exhibit 9

3: Online and Offline Levers

Public
relations

Dynamic
ads

Wireless
devices

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Exhibit 9

4: Profiles of Online Media Types

Medium

Advantages

Disadvantages

Websites /
personalized
websites

Communicate rich, detailed information that
users can navigate at will; can track users
and customize site accordingly.

Narrow reach

Banner ads

Link directly to buying opportunity; easy to
measure effectiveness; wide reach; potential
for effective targeting

Low attention and click
-
through rates; short
life; limited “pass
-
along” audience; very high
clutter; fleeting exposure

Interstitials

Catch users’ attention; link to buying
opportunity

Can annoy users; limited “pass
-
along”
audience

Rich media

Attention
-
getting; link to buying opportunity

Can annoy users without broadband access

Dynamic ad

placement

Serves up customized ads to users in real
time

Difficult to execute well; can annoy use
rs,
other advertisers

Search engines

Good credibility; high believability;
guarantee of position available; significant
audience at major sites

High competition; information overload;
limited “pass
-
along”

Classifieds and
listings

Relatively inexpensive
; potential for wide
exposure;qualified audience

Clutter

Opt
-
in e
-
mail

High demographic selectivity; high credibility;
significant flexibility; proven high click
-
through rates; absolutely inexpensive; some
pass
-
along

Requires substantial user base before
effective; high clutter

Mass e
-
mail

High reach; inexpensive; flexible

Low attention and significant resentment
(spam image)

Customer
service

Interested parties asking for help, thus high
targeting value; generates loyal customers

Very expensive to provid
e comprehensive
telephone, e
-
mail, and online support


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Supporting Slide 9

A: Banners Come in Various Shapes and Sizes




















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Aggregate number of user clicks on a banner ad.

Ad Clicks


Number of times a banner ad is downloaded to a user’s browser and presumably looked
at.

Ad Views
(Impressions)


Percentage of ad views that are clicked upon; also called “Ad Click Rate.”

Click
-
Through


Formula used to calculate what an advertiser will pay to an Internet publisher based on
number of click
-
throughs that a banner generates.

CPC

(Cost
-
per
-
click)


Cost per thousand impressions of a banner ad. A publisher that charges $10,000 per
banner and guarantees 500,000 impressions has a CPM of $20 ($10,000 divided by 500).

CPM


Measurement recorded in server log files that represents each file downloaded to a
browser. Since page design can include multiple files, hits are not a good guide for
measuring traffic at a website.

Hit


Number of individuals who visit a website in a specified period of time. Requires the use of
registration or cookies to verify and identify unique users.

Unique Users


A series of requests made by an individual at one site. If no information is requested for a
certain period of time, a “time
-
out” occurs and the next request made counts as a new visit.
A 30 minute time
-
out is now standard.

Visits

Exhibit 9

5: Internet Ad Terms

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Exhibit 9

6: Interstitial Example

Pop
-
up
interstitial

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Exhibit 9

7: Search Engine with Targeted Ad

Banner
ad

Keyword
search

Banner ad
linked to
keyword
search

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Exhibit 9

8: Sponsorship Example

Sponsorship


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Supporting Slide 9

B: Targeted E
-
Mail

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Chapter 9:

Communication


How the Internet Affects Marketing Communications


The Marketing Levers


Offline and Online


The Six Steps of the Communication Process


Integrated Implementation of Levers Across the Four Relationship Stages


EBay Case Study


Conclusion

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Step 1

Step 3

Step 2

Step 4

Step 5

Supporting Slide 9

C: Six Steps of the Communication Process

Step 6

Identify Target Audience

Determine

Communication Objective

Develop Media Plan

Create the Message

Execute the Campaign

Evaluate the Effectiveness

of the Campaign

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Communication

Criteria

Media

Criteria


Choose


Media Mix


Tie Back To

Overall

Plan


Allocate

Spending


Behavioral
objectives


Available
spending


Customer
segments


Ability to further
behavioral
objectives


CPM


Ability to reach
target segments



Direct mail,
Internet,
broadcast,
print, point
-
of
-
sale, etc.


Come back 360
and tie media
plan back to
communications
plan (e.g., will this
media plan drive
the trial or
awareness
required to
deliver your
bottom line)


Allocation of
spending
across media
mix elements
and time
periods
based on
relative
priority

Exhibit 9

9: A Process for Defining Media Choice and Mix

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Exhibit 9

10: Media Scheduling Patterns

Year

Constant

Periodic

Advertising
period

Continuous, same
intensity

Continuous, varying
intensity

Intermittent, same
intensity

Intermittent, varying
intensity

Ads may run through
-
out the year or at
selected times:

Within an ad period,
different media
schedules may be
used:

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Exhibit 9

11: Genuity Ads

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Exhibit 9

12: Genuity Website

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Supporting Slide 9

D: Point
-
Counterpoint:

Which Online Performance Measure Is Best?

The Traditional CPM Model Is
Best

Performance
-
Based Pricing Is
Better than the CPM Model



Consistent with the way traditional
media advertising is structured



Rightly makes firms pay for putting
messages in front of consumers



Even without click
-
throughs,
ex
posure to ads has positive
effects such as brand awareness



CPM model does not fit in the
online environment where
consumers have so much control
over information flow



An action model based on click
-
throughs or transactions is better

it makes advertisers

accountable



The capability to track and
measure user behavior online is
one of the Internet’s greatest
strengths for marketing; the way
advertising is measured should
reflect that



Point
-
Counterpoint

Last Updated: 07/09/03

Copyright


2003 批 Ma牫ets灡pe 䱌L

Chapter 9:

Communication


How the Internet Affects Marketing Communications


The Marketing Levers


Offline and Online


The Six Steps of the Communication Process


Integrated Implementation of Levers Across the Four Relationship
Stages


EBay Case Study


Conclusion

Last Updated: 07/09/03

Copyright


2003 批 Ma牫ets灡pe 䱌L

Exhibit 9

13: Exploring the Levers Across the Relationship Stages


Television, iTV


Magazines and
newspapers


Radio


Yellow pages


Billboards / outdoor





Awareness


Television, iTV


Magazines and
newspapers


Radio


Exploratory /

Expansion

Commitment


Terminate marketing

Dissolution


Banner ads


Search engines


Listings


Classifieds


E
-
mail


Direct mail


Telemarketing


Permission e
-
mail


Website


Personalized pages



Customer service


Customer service


Sales force


Sales force


Sales force



Rich media ads and dynamic
ad placement


Website



E
-
mail



Permission direct mail


Direct mail


Telemarketing


Public relations

Last Updated: 07/09/03

Copyright


2003 批 Ma牫ets灡pe 䱌L

Chapter 9:

Communication


How the Internet Affects Marketing Communications


The Marketing Levers


Offline and Online


The Six Steps of the Communication Process


Integrated Implementation of Levers Across the Four Relationship Stages


EBay Case Study


Conclusion

Last Updated: 07/09/03

Copyright


2003 批 Ma牫ets灡pe 䱌L

Exhibit 9

14: EBay Sponsored Link

A Google search for
“digital camera” and
“Olympus” brings up
this eBay
-
sponsored
link

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Exhibit 9

15: EBay’s Message Board as Expansion Lever

EBay uses its message
boards to effectively
expand the use of its
platform

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Exhibit 9

16: EBay/Disney Cobranded Site

Clicking on “Disney
Auctions” from Disney.com
takes visitors to this
cobranded site, which
combines eBay’s look
-
and
-
feel with Disney’s
well
-
known brand.

Last Updated: 07/09/03

Copyright


2003 批 Ma牫ets灡pe 䱌L

Chapter 9:

Communication


How the Internet Affects Marketing Communications


The Marketing Levers


Offline and Online


The Six Steps of the Communication Process


Integrated Implementation of Levers Across the Four Relationship Stages


EBay Case Study


Conclusion

Last Updated: 07/09/03

Copyright


2003 批 Ma牫ets灡pe 䱌L

Communication


Conclusion


Effective marketing communications must be
integrated

and work together
with
synergy
, and they must be
consumer
-
centric



The communication marketing levers include various communication types
that can be organized into the following categories: mass offline, personal
offline, mass online, personal online


The communication process involves six steps: 1) Identify the target
audience, 2) determine the communication objective, 3) develop the media
plan, 4) create the message, 5) execute the campaign and 6) evaluate the
effectiveness of the campaign


Specific levers can be applied that are appropriate for each relationship
stage