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11b

11b. The Internet and Interactive Media. Internet Communications Objectives. Create Awareness. Gain Consideration. Generate Interest. Create Buzz. Disseminate Information. Create an Image. Stimulate Trial. Create a Strong Brand. Objectives. 15- 2. E-Commerce.

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11b

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Presentation Transcript

  1. 11b The Internet andInteractive Media

  2. Internet Communications Objectives Create Awareness Gain Consideration Generate Interest Create Buzz Disseminate Information Create an Image Stimulate Trial Create a Strong Brand Objectives 15-2

  3. E-Commerce Direct selling of goods and services through the Internet May be primary or secondary objective 15-3

  4. Web 1.0 and 2.0 15-4

  5. Internet Advertising Models 15-5

  6. Internet Search Advertising Search Engine Marketing The entire set of techniques and strategies used to direct visitors from search engines to marketing web sites Paid Placement Text-only ads targeted to keyword search results on search engines Offered through programs such as Google AdWords, Yahoo Search, or Microsoft Bing Sometimes referred to as paid placement, pay-per-click, cost-per-click advertising 15-6

  7. Internet Search Advertising Behavioral Targeting Targeting online ads to consumers based on their Web searching behavior Contextually Targeted Ads Text ads targeted to the content of web pages using programs such as Google AdSense and Yahoo Search Content Placement of ads determined by content of the web page where they are shown Organic Search Optimization Using a range of techniques to improve how well a site or page is listed in search engines for specific topics 15-7

  8. Paid Search Online search-based advertising Advertiser pays only when a Web surfer clicks on theirlink from a search engine page Search ads appear in a specified, sponsors-only area near the search results for that phrase Advertisers bid on search keywords Prices for popular search terms Background check - $1.18 per click Car loan - $1.34 per click Refinance - $4.46 per click Mesothelioma - $50 per click 15-8

  9. Rich Media Online Commercials A broad range of interactive digital media that exhibit dynamic motion, taking advantage of enhanced sensory features such as video, audio, and animation Video on Demand Webisodes Other Forms 15-9

  10. Web 2.0 – The Social Media Landscape 15-10

  11. Examples of Social Media 15-11

  12. Personal Selling on the Internet May Replace Personal Selling Cheaper than personal selling Greater potential reach Primary source of information Stimulates trial May Enhance Personal Selling Efforts Valuable source of leads Improves 1-on-1 relationships Cross-selling Prospects request sales calls 15-12

  13. Direct Mail (Email) Electronic version of regular mail Highly targeted Tries to reach those w/specific needs Relies on email lists 15-13

  14. Infomercials and Home-Shopping Infomercials Program content similar to television, cable or satellite Web allows greater audience interaction Online retailers include QVC, HSN, ShopNBC 15-14

  15. Measures of Internet Effectiveness Clicks Post-click conversions Cost per conversion Unique visitors Average frequency Ad exposure time Ad interaction rate View-through rate Visits Webpageeye tracking Offlinesales lift Cross-media models Frequency toConversion Radios 15-15

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