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Online Marketing communications

Online Marketing communications. Learning Objectives. Identify the major forms of online marketing communications Discuss the ways in which a Web site can be used as a marketing communications tool. Introduction. Online marketing communications

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Online Marketing communications

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  1. Online Marketing communications

  2. Learning Objectives • Identify the major forms of online marketing communications • Discuss the ways in which a Web site can be used as a marketing communications tool

  3. Introduction • Online marketing communications • Methods used by online firms to communicate to the consumer and create strong brand expectations

  4. Online Marketing Communications • Dual purpose of online marketing communications • Branding • To strengthen a brand by informing consumers about the differentiating features of the products and services • Sales • Encouraging the consumers to buy products and services

  5. Online Marketing CommunicationsOnline advertising • Advertising is the most common and familiar marketing communications tool

  6. Online Marketing CommunicationsOnline advertising • Heaviest online advertisers • Hardware companies • media companies • Financial services • Automotive • Travel • Telecommunications • Health • Consumer packaged goods • Reason why they are popular • Products that consumers do much research before purchasing • Rely on brand name

  7. Online Marketing CommunicationsOnline advertising • Forms of online advertisement • Banner and rich media ads • Paid search engine inclusion and placement • Sponsorships • Affiliate relationships

  8. Online Marketing CommunicationsOnline advertising • Banner ad • Displays a promotional message in a rectangular box at the top or bottom of a computer screen • Advantage • If clicked, it can take the user to the advertiser’s web site • It also is much more dynamic than a printed ad as it can present multiple images or otherwise change its appearance

  9. Online Marketing CommunicationsOnline advertising • Banner ad • Specifications for four sizes of banners • Full, half, vertical and micro bar • Button • A permanent banner ads • Square pop-up (opens a separate window) • Pop-under ads • Opens underneath a user’s active browser window and does not appear until user closes the active window

  10. Online Marketing CommunicationsOnline advertising • Paid search engine inclusion and placement • Search engines sites originally performed unbiased searches of the Web’s huge collection of Web pages, and derive revenue from advertisements • Search engines have become digital yellow pages where firms pay for inclusion and placement in the search engine index • To be at or near the top of particular search results, businesses have to bid for position based on how much they are willing to pay

  11. Online Marketing CommunicationsOnline advertising • 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

  12. Online Marketing CommunicationsOnline advertising • Affiliate relationship • Permit a firm to put its logo or banner ad on another firm’s Web site from which users of that site can click through to the affiliate’s site • Relationship are often called tenancy deals because they allow a firm to become a “tenant” on another site without charge • Direct e-mail marketing • E-mail marketing messages sent directly to interested users • Spam • Unsolicited commerce e-mail • Public relations • Involves communicating with target audiences, or public, using methods other than advertising

  13. Understanding the Cost and Benefits of Online Marketing Communications • Online marketing metrics • Impressions • Number of times an ad is served • Clickthrough rate • Number of times an ad is clicked • Hits • Number of http requests Page views • Number of pages viewed • Stickiness • Average length of stay at a site

  14. The Web Site as a Marketing Communications Tool • One of the strongest online marketing communications tools is a functional Web site that customers can find • Considerations • Domain names • Play an important role in reinforcing an existing brand and developing a new one • When choosing domain names • Short and memorable • not easily confused with others and difficult to misspell • During E-Commerce I era, companies were willing to pay millions for a “good” domain name

  15. The Web Site as a Marketing Communications Tool • Considerations • Web site functionality • Once a customer has arrived at our site, what is important at that point is what does our website have to convince him or her to purchase

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