1 / 23

BUS 361 – Chapter 11

BUS 361 – Chapter 11. E-Marketing & Advertising. Objectives. Strategy & the fit of E-marketing & online advertising Describe E-Marketing strategy & components Online Research tools & their application to understanding user behaviour

sheila
Télécharger la présentation

BUS 361 – Chapter 11

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. BUS 361 – Chapter 11 E-Marketing & Advertising

  2. Objectives • Strategy & the fit of E-marketing & online advertising • Describe E-Marketing strategy & components • Online Research tools & their application to understanding user behaviour • Implementation process for an E-Marketing Strategy and identify marketing tactics • List & describe major online advertising tools

  3. Introduction E-marketing strategy concepts: • Online research • Internet advertising strategies • Online consumer behaviour Strategy Creation Implementation & Evaluation CRM and BI are necessary tools

  4. Branding • Positioning • Brand: name, term, symbol, sign or … • differentiates • Brand Awareness … recognition • Evoked & consideration sets • More important for online … why?

  5. Strategy Creation • PESTEL • Porter 5 Forces • SWOT • Segmentation • Target markets • Media choices

  6. Online Research • Secondary vs. Primary data • Surveys • Experiments • Easier online • Reaction to page layouts etc • Focus groups • Observation • Click stream analysis

  7. Behaviour Analysis • Search methods, internet usage, shopping patterns, social networks….. • Re-marketing • Is it invasion of privacy or? • Opt out or opt in?

  8. Advertising Planning • Content • Choice of media • Not just online … why? • Content of the message • Outsourcing of creation

  9. Implementation • Execution & Evaluation • Evaluation: • E.g. visitor:purchase ratio • Click-through rates for banners • Easy to change campaign

  10. Website Design Evolution • Brochureware phase • Interactive phase • Form-based evolved into Shopping carts • Personalization phase • Tracking via cookies etc • E.g. Google news, MyShaw, Hydro • Targeted content, Site stickiness • How long do we keep the content

  11. More Issues • Design to appeal to visitors • Use of multimedia, fonts, colour schemes etc • Image of professionalism • Encourage use of features • Designing to gain trust • Visitor into customer • Ease of Navigation • Contact info (phone & email), location & pics • Testimonials • Logos of partners • Awards

  12. Making it Visible • Good domain name • Check the other primary domains • Cyber-squatting • Register similar names too (Nissan example) • BCferies • Metatags • Keywords for search engines

  13. Visible (2) • Registration with search engines • Allows you to show up early on search pages • http://advertise.bingads.microsoft.com/en-ca/sign-up?s_cid=en-ca_smb_a_ya_advertise • Search Engine Optimization • Whole courses on this apparently • Metatags only start • Paid sponsorships on search (sponsored links)

  14. Online Advertising • Classified Ads • Kijiji, Craigslist, Yellow Pages • Display Ads • Banner ads • Low click-through • Customizable (regions, content of host page) • GIFS Animated graphic interchange format • Barter agreements • Buttons • Interstitials & Superstitials • I = Popups/daughter windows (fullpage) • S = in page popup

  15. More • Multimedia • Streamed into online games, youtube etc • Interactive • Click to play • Ad Engines • Automatically update your ad, searches online for new info. • Adware • Popups s/w installed on your computer

  16. Search Engine Marketing • Google is the King (or Queen) • You buy words in search engines • When people search for the word … • Gmail users • Google scans your emails • Targets ads towards you

  17. In-text Advertising • Very irritating (to me at least) • News stories or articles • Words hyperlinked to advertising

  18. Spam … I mean e-mail • We all hate it So … • Permission or opt in • Targets those interested • But lower reach • Preaching to the converted • Only seems free … database maintenance • Learning process

  19. Promotions • Island Daily deals • West Coast Daily Deals • Groupon • https://www.bzzagent.com/campaign/PublicCampaignsOverview.do • Pizzapops & Claritin • Brandpower (new products - rate & review) • Facebook contests (Dempsters, Cadbury) • Kraft ($10 trial pack)

  20. Alliances et al • Affiliates • Partnerships • Public Relations • Trustmarks, Servicemarks & Seals • E.g. BBBonline • Digitalized Word of Mouth • Blogs

  21. Finally • Pricing • Evaluation

More Related