Mastering Integrated Marketing Communication Strategies

1. Agenda • Schedule • April 25 - eMarketing Communication • May 2 - No class • May 9 - CRM + eMarketing Plan due • May 16 - CRM (cont.) + Revision • May 23 - Final Exam + Presentation • Today we will be discussing eMarketing Communications

2. E-Marketing 4/EJudy Strauss, Adel I. El-Ansary, and Raymond Frost Chapter 13: E-Marketing Communication 13-1

3. Chapter 13 Objectives • After reading Chapter 13 you will be able to: • Define integrated marketing communication (IMC) and explain the importance of hierarchy of effects models. • Describe the characteristics of the major media and the Internet’s media characteristics. • Discuss how marketers use the Internet for advertising, marketing public relations, sales promotions, and direct marketing. • Differentiate among broadcast, narrowcast, and pointcast electronic media. • Outline the methods for buying media and vehicles and for evaluating an IMC campaign’s effectiveness. 13-2

4. BMW Films • 85% of BMW buyers use the Internet for research before purchasing a car. • BMW marketers wanted to drive potential customers to the web site and give them reasons to linger there. • BMW hired famous actors and directors to create short action films on BMWfilms.com. • They used an IMC campaign that included print ads to drive traffic to the site and placed BMW cars in the films. • http://www.bmwusa.com/uniquelybmw/BMW_Art/Films 13-3

6. BMW Films, cont. • Since 2001 the site has drawn 20 million viewers at a cost of $1.20 per person. • BMW expected 40% of viewers to register and become sales leads. • The films reportedly lead to a 74% sales increase at BMW. • Can you think of other products besides BMW’s that would benefit from a similar, creative approach to integrated marketing communications? 13-4

7. Integrated Marketing Communication (IMC) • IMC is a cross-functional process for planning, executing, and monitoring brand communications. • The goal is to profitably acquire, retain, and grow customers. • IMC strategy requires a thorough understanding of target stakeholders, the brand, its competition, and other factors. 13-5

8. Marketing Communication Tools • MarCom (Marketing Communications) consists of both planned and unplanned messages between firms and customers and among customers. • Planned messages = to inform or persuade their target stakeholders. • Unplanned messages = word of mouth among consumers and publicity in media. • Impossible for companies to directly manage unplanned messages = consumers have more control over communication on the Internet. • Firms concentrate on creating positive product experiences so that unplanned messages will be positive. • E-marketers can enhance MarCom by using innovative technologies. • Internet MarCom may include advertising, sales promotion, marketing public relations, and direct marketing. 13-6

9. Marketing Communication Media • The Internet is just one of many media used to carry MarCom messages. • Based on their ability to reach increasingly narrower audiences, electronic media can be viewed as: • Broadcast (TV and radio) • everybody • Narrowcast (Cable TV) • segments • PointCast (Internet and cell phone) • Individual • All media have strengths and weaknesses, as shown in Exhibit 13.2 13-7

10. Strengths & Weaknesses of Media 13-8

11. IMC Goals and Strategies • The AIDA (awareness, interest, desire, action) and “think, feel, do” (hierarchy of effects) models help guide selection of online and offline MarCom tools. • Consumers first become aware of a product before they develop feelings and purchase it. • Application depends on whether the product purchasing decision is high- or low- involvement. • The models can help marketers select appropriate communication objectives and strategies, such as: • Build brand equity. • Elicit a direct response. 13-9

12. Traditional Media Hierarchy of Effects for High- and Low-Involvement Product Decisions

13. Branding Versus Direct-Response • Marketing communication can be used to build brand equity or to elicit a direct response in the form of a transaction or some other behavior. • Brand advertising online: • Put the brand name and product benefits in front of users, • Works at the awareness and attitude levels of the hierarchy of effects model. • Direct-response advertising: • Motivate action, • Primarily works at the behavioral level. • Marketers tend to focus on only one type of strategy in each IMC campaign. • Marketers hope that all communication will contribute to sales in the long run, but consumers must first be made aware of a product before they will buy it.

14. Internet Advertising • Advertising is nonpersonal, usually persuasive, communication about products or ideas by an identified sponsor. • All paid space on a Web site or in an email is considered advertising. • Online advertising reached $7.3 billion, 3% of advertising dollars spent, in 2003. 13-10

15. Ad Spending By Medium in 2003 13-11

16. 8/7/2007 Total communications spending expanded at a CAGR of 5.9% in the 2001-2006 period to a record $885.2 billion, driven by strong gains in alternative advertising, marketing, and institutional spending While consumer media usage dipped 0.5% in 2006, institutional time spent with media increased 3.2%, according to the first-ever analysis of business media usage patterns Overall communications spending is projected to grow 6.4% in 2007, exceed $1 trillion in 2008, and post a CAGR of 6.7% from 2006 to 2011   Internet advertising is expected to become the largest ad segment in 2011, surpassing newspapers http://www.vss.com/news/index.asp?d_News_ID=166

17. http://www.marketingcharts.com/television/share-of-ad-spending-by-medium-december-2007-3764/http://www.marketingcharts.com/television/share-of-ad-spending-by-medium-december-2007-3764/

18. Internet Advertising Formats • There are three major Internet advertising vehicles: • E-mail • Wireless content sponsorship • Web sites • Most advertising expenditures in 2003 were for: • Keyword search • Classified ads • Sponsorships 13-12

19. E-mail Advertising • E-mail advertising: • The least expensive type of online advertising, • Just a few sentences of text embedded in another firm’s content. • Advertisers purchase space in the e-mail sponsored by others (e.g., Hotmail). • E-mail ad are purchased to accompany e-mail discussion among community members using the former Listbot service. • Firms sponsor e-mail newsletters such as those sent by eDietShop. • Many users still prefer text based e-mail due to its faster download time.

20. Embedded Text Advertisement in E-mail Message

21. Wireless Advertising • Forward-thinking marketers are closely watching developments in the mobile device market. PDAs, cell phones and laptop computers have a good penetration. • 4 promising marketing communication techniques for mobile devices : • Free mobile content delivery (marketing public relations), • Content sponsored advertising, • 2 direct marketing techniques: • Location marketing, • Short message services (SMS). • Content sponsored advertising for mobile devices = the wireless version of banners and other ads that sponsor Web content. • Mobile ads employ the pull model of advertising: users pull content from mobile Web sites and ads come along for the ride.

22. Companies such as AvantGo offer free news and other content to mobile users, sponsored by a third party advertiser. Content Sponsored Advertising on Visor PDA Source: AvantGo, Inc: AvantGo Mobile Internet (www.avantgo.com)

23. Wireless Advertising • Mobile ads are a new area with great promise and many unanswered questions. • Current debate: whether mobile users would rather pay for content or receive advertising sponsored content. • Users are receptive to mobile ads, 86% said there should be a clear benefit to them. • 64% of respondents said they would not embrace mobile advertising unless they could decide whether or not to receive messages. • Several major issues may affect the future of mobile advertising: • Wireless bandwidth is currently small, advertising content interferes with quick download of the requested information. • The smaller screen size of cell phones and PDAs greatly limits ad size. • It requires different techniques to track advertising effectiveness. • Most mobile users must pay their service provider by the minute while accessing the Internet—and many do not want to pay for the time it takes to receive ads.

24. Interactive Display Ads • Display ad formats include the following types: • Rectangles • Pop-ups • Banners • Skyscrapers • The industry is attempting to standardize on ad sizes. • Animated and highly interactive display ads may become more important in the future. 13-15

25. Three Most Common Banner Sizes: Full Banner, Button 2, and Microbar

26. Web Site Advertising Formats • With increased bandwidth and high-speed Net delivery to most homes, these interactive banners may become more important in the future. • How effective is banner advertising? • E-marketers should measure results against the banner’s objective to determine effectiveness. • Research shows that Web banners help build brands and generate a small click-through (on average less than 0.5%).

27. BuyComp Interactive Banner Source:www.buycomp.com

28. Interstitials, Superstitials and Screen Interrupts • Interstitials are Java-based ads that appear while content is loading. • They represent only 2% of all Web advertising. • Superstitials are video like ads that appear when a user moves her mouse across a page. • They utilize Flash and Java to make them entertaining and fast. • Shoshkeles (screen interrupts) are 5-8 second Flash animations that run through a Web page. 13-17

29. Interstitials, Superstitials, and Other Rich Media Ads • Interstitials: • Java-based ads that appear while the publisher’s content is loading. • Represent only 3% of all Web advertising expenditures. • Held great promise when they first introduced, but their number has not increased for the last few years. • Why? hard to execute properly + give the impression of lengthening user waiting time. • http://www.tripsmarter.com/onlinemedia/newkit/interstitial.htm • Superstitials: • Videolike ads timed to appear when a user moves her mouse from one part of a Web site to another. • Look like mini videos, using Flash technology and Java to make them entertaining and fast. • The advantage: don’t slow page download time. • http://www.adpepper.com/ap-wcms/englisch/adtypes-en/media/supersti/start.htm

30. Interstitials, Superstitials, and Other Rich Media Ads • The Shoshkele: • 5-8 second Flash animation that runs through a Web page to capture user attention. • The Energizer Bunny was among the first, creating a lot of excitement as it hopped through and interrupted the page text. • These ads are enjoyable to some and invasive to others because they can’t be stopped. • http://www.unitedvirtualities.com/ • Web technology allows for many interesting multimedia advertising formats, • BUT, Marketing communication success is about reaching the right audience with the right message at the right time.

31. Sponsorships • Sponsorships integrate editorial content and advertising. • Most traditional media clearly separate content from advertising, • Exception = women’s magazines: • Fashion advertisers get mentions of their clothing in articles. • It gives advertisers additional exposure and creates the impression that the publication endorses their products. • This blending of content by two firms is becoming increasingly adopted by Web sites = 26% of all Web advertising expenditures. • Sponsorships are important on the Web: • Banners are easily overlooked by users, • More firms build synergistic partnerships to provide useful content.

32. Sponsorships • Sponsorships are well suited for the Web because: • The commercial side of the Web consists of a series of firms clamoring after similar targets. • Sponsorships are an increasing source of advertising revenues for Web sites is the interactive possibilities. • Candystand Web site, sponsored by Life Savers candy: • Each link at the site leads to a game sponsored by one of the Life Savers candies. • Consumers know that this content is brought to them by Life Savers in conjunction with Candystand. • Some people worry about the ethics of sponsorships when consumers cannot easily identify the content author(s).

33. Life Savers Sponsorship at Candystand Source: www.candystand.com. Used with permission of Nabisco, Inc.

34. Search Marketing • Search marketing is unique to the online environment. • There are two main tactics: • Keyword (contextual) advertising refers to word buys at search engine sites. • Search Engine Optimization involves altering a web site so that it does well in crawler-based listings of search engines. • Many search engines charge slotting fees for the top positions of search results. 13-13

35. Slotting Fees • “A fee charged to advertisers by media companies to get premium positioning on their site, category exclusivity or some other special treatment”. • Special positioning comprises 8% of all advertising formats online. • Search engines charge for the top few positions in search query return page, • In the attention economy a better ad or hyperlink position has a better chance of being seen. • They parallel traditional print advertising practices. • It is analogous to the slotting fee charged by retailers for an advantageous shelf position.

37. Methods Used to Improve Search Engine Rankings 13-14

38. Virtual Product Placement • Product placement is the Paid insertion of branded products in movies. TV shows, sport venues • http://money.howstuffworks.com/product-placement.htm • With today's digital media, product placement can be done after the fact. • http://www.ssontech.com/virtprod.htm

39. Marketing Public Relations (MPR) • Public relations consists of activities that influence public opinion and create goodwill for the organization. • Marketing public relations includes brand-related activities, such as online events, and nonpaid, third-party media coverage. • A Web site can serve as an electronic brochure. • Blogs are online diaries that marketers can use to draw consumers to their sites. 13-18

40. Web Site • Web sites are MPR tools = electronic brochure with current product & information. • “ Marketers allocate more resources to online site development than to promoting their Web sites to increase their profitability. Improving the customers’ experience online is now a priority.” • Although it costs the firm money to create such a Web site, it is not considered advertising (paid for space on another firm’s site). • Brochureware = sites that exist only to inform customers about products or services. • Firms usually include press releases about brands on their Web sites and send them electronically via e-mail or the Web to media firms for publishing. • Advantages of using the Web for publishing product information: • The Web is a low-cost alternative to paper brochures or press releases sent in overnight mail. • Web page content is always current = Product information is updated in databases. • The Web can reach new prospects who are searching for particular products.

41. Community Building • Sites can build community through chat rooms, discussion groups, and online events. • Users can post e-mail messages on bulletin boards or newsgroup. • A LISTSERV is an e-mail discussion group with regular subscribers. • LISTSERVs push content to subscriber e-mailboxes. • Bulletin boards require users to visit a page and pull content. 13-19

42. Sales Promotion Offers • Sales promotions are short-term incentives that facilitate the movement of products to the end user. • Coupons • Rebates • Samples • Contests, sweepstakes, and games • Premiums • Internet promotions will comprise 70% of the worldwide promotional market in 2004, up from 15% in 1999. 13-20

43. Coupons • Coupons are big business online. • Coolsavings.com and Valuepage.com are the top two Web sites offering online coupons delivered via e-mail. • E-coupon firms also send e-mail notification as new coupons become available on the Web = to build brand loyalty. • 55% of online users prefer to receive e-mail coupons (30% prefer newspapers and 18% prefer snail mail). • H.O.T! coupons: • In the top ten among the many firms offering electronic coupons. • Provides local coupons (search the database by zip code). • Postal mailings result in 1-2% coupon redemption, but H.O.T! coupons put coupons on the Web site + in a traditional mail package. • When retailers drive customers to the Web site through point-of-purchase or traditional advertising, coupon redemption increases substantially.

44. H.O.T! Coupons Distributes Coupons in Most Local Areas Source:www.hotcoupons.com

45. Sampling • Some sites allow users to sample digital product prior to purchase. • Software companies provide free download of fully functional demo versions of their products: • Software expires in 30-60 days, • Users can choose to purchase the software or remove it from their system. • Online music stores allow customers to sample 30-second clips of music before ordering the CD. • Market research firms often offer survey results as a sampling to entice businesses to purchase reports.

46. Contests and Sweepstakes • Contests require skill (trivia)/ sweepstakes involve pure chance. • Goal: draw traffic + keep users returning. • Create excitement about brands & entice customers to visit a retailer. • Persuade users to move from page to page on a site = increase site stickiness. • Users return to the site to check out the latest chance to win. • Orbitz.com entered the market after competitors were well established. • The site drew 1.9 million customers in its first month because of a huge sweepstakes featured in radio advertising. • Every visitor who registered on the site was eligible for the free round-trip ticket given away every hour, 24/7, for six weeks. • http://caps.fool.com/

47. Direct Marketing • Direct marketing includes techniques such as: • Telemarketing • Outgoing e-mail • Postal mail, including catalog marketing • Targeted online ads • Short message services (SMS) • Multimedia message services (MMS) • Instant messaging (IM) 13-21

48. E-Mail • 22% of a typical Internet user’s in-box is marketing-related e-mail. • E-mail has advantages over postal direct mail. • Average cost less than $0.01. • Immediacy and convenience. • E-mails can be automatically individualized. • E-mail also has disadvantages. • Consumer distaste for unsolicited e-mail or spam. • E-mail lists are hard to obtain and maintain. 13-22

49. Metrics for Electronic and Postal Mail 13-23

50. Other Online Direct Marketing Techniques • Permission Marketing • When consumers opt-in, they are giving permission to receive commercial e-mail about topics of interest to them. • Viral Marketing is the online equivalent of word of mouth marketing. • Hotmail is a viral marketing success story. • Movies such as Blair Witch Project were promoted using viral marketing techniques. 13-24