The document discusses the key components and uses of the Internet for marketing purposes. It describes how the Internet can be used for electronic business, marketing, and commerce. It also outlines various Internet advertising methods, communications objectives, and direct marketing approaches. Metrics for measuring effectiveness on the Internet are also presented.
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Attribution Non-Commercial (BY-NC)
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The document discusses the key components and uses of the Internet for marketing purposes. It describes how the Internet can be used for electronic business, marketing, and commerce. It also outlines various Internet advertising methods, communications objectives, and direct marketing approaches. Metrics for measuring effectiveness on the Internet are also presented.
The document discusses the key components and uses of the Internet for marketing purposes. It describes how the Internet can be used for electronic business, marketing, and commerce. It also outlines various Internet advertising methods, communications objectives, and direct marketing approaches. Metrics for measuring effectiveness on the Internet are also presented.
Copyright:
Attribution Non-Commercial (BY-NC)
Available Formats
Download as PPT, PDF, TXT or read online from Scribd
The document discusses the key components and uses of the Internet for marketing purposes. It describes how the Internet can be used for electronic business, marketing, and commerce. It also outlines various Internet advertising methods, communications objectives, and direct marketing approaches. Metrics for measuring effectiveness on the Internet are also presented.
Copyright:
Attribution Non-Commercial (BY-NC)
Available Formats
Download as PPT, PDF, TXT or read online from Scribd
Download as ppt, pdf, or txt
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7
The Internet and Interactive Media
Internet - Overview
A worldwide means of exchanging information
and communicating through a system of interconnected computers from military, government, educational and commercial sources.
Components include: Electronic mail – method of sending messages electronically World Wide Web – universal database of information available to internet users Uses of the Internet for Marketing
Electronic business – use of the Internet to
conduct business activities Electronic marketing – the use of the Internet to conduct marketing activities Electronic commerce – use of the Internet for buying and selling products and services Electronic media – using the Internet as an advertising medium and a way to disseminate information to consumers Elements of the Internet
Electronic mail (e-mail)
– Allows users to send electronic mail Usenet – Discussion groups, newsgroups, bulletin boards Telnet – Databases, library catalogs, and electronic journals File transfer protocol (ftp) – Software protocol for transferring files Hypertext transfer protocol (http) – Software protocol for transferring hypertext language files Client server – Computer system for transferring files between computers Gopher – Document retrieval system used to search for Information Wide Area Information Server (WAIS) – Use of keywords in databases to retrieve full text information World Wide Web (WWW) – Sound, graphic images, video, and hypertext on single pages The Internet Picture
Senders Internet Receivers
Advertisers Advertisers Users Users
Sponsors Sponsors Internet Internet Shoppers Shoppers
e-Commerce e-Commerce Customers Customers Merchants Merchants Internet Terms
Ad clicks Interstitial Ad click rate Link Ad views (impressions) Opt-in-e-mail Banner Page views Button Rich media CPC Sponsorships CPM Unique users Domain name Valid hits Hit Visits Internet Communications Objectives
To create awareness To generate interest To disseminate information To create an image To create a strong brand To stimulate trial Skyy Blue creates an image for the brand through its web site Internet Advertising
Sponsorship – Ownership of an entire site or page Banner Ads – A portion of another owner’s page Pop-Ups – Small windows that appear automatically Interstitial – Ads appearing while waiting for a page to load Push Technologies or Webcasting – Automatic or unsolicited message delivery Links – Hypertext links to other sites, pages or locations iVillage has numerous sponsorship partners Banner ads come in a variety of formats Personal Selling on the Internet
May replace personal selling
– Reduces high cost of personal calls – Vastly increases potential reach
May enhance personal selling efforts
– Provides quick, easy, information to prospects – May be a source of leads – May help to enhance customer data bases – May stimulate trial of the goods or service – May improve one-on-one communications – May serve as a sales conference medium Sales Promotion on the Internet
Offering consumers special incentives via
the internet to encourage trial, repeat purchase, or customer loyalty
Distribution of samples, coupons
Ability to enter contests, sweepstakes Premium offers Loyalty programs Pepsi uses the Internet for promotions Public Relations on the Internet
Internet as a medium for conducting PR
Media relations websites
Dissemination of customized information Provision of information on the company and its products Philanthropic activities Chicken of the Sea International uses the Internet for public relations Internet Direct Marketing
Direct Mail – Highly targeted – Relies on e-mail lists – Attempts to reach those with specific needs – Often used by catalogers Marketing Databases on the Net – Companies build or acquire a database – The database is sold to subscribers – Delivery may be on- or off-line Internet Direct Marketing
Infomercials – Program content similar to television, cable or satellite – Web provides for greater audience interaction E-Commerce – Rapid growth rates likely to continue – CDs, books, travel are main categories – Clothing, cars, financial services are all gaining ground ebaY is a popular site for e-commerce Measures of Effectiveness
Online Measuring Data on demographics, psychographics, location of access, media used, buying habits, and more. Recall and Retention Daily user interviews to measure recall and retention of web content viewed Nonresponse Measures of destination after failure to click-through Surveys On- and off-line surveys to determine usage factors Panels Usage and attitude data obtained from a specific group Sales Sales volume keyed to specific times and sites Tracking Accumulation of site performance data Sources of Measurement Data
Arbitron MRI and SMRB Audit Bureau of Circulation Internet Advertising Bureau (IAB) iVALS PC-Meter eMarketer eAdvertiser Double-Click 24/7 Jupiter, Forrester and MediaMetrics Business 2.0, Industry Standard, Fast Company Internet Advertising Report and Individual.com Internet Advantages
