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Intro to Adv 2019 - Session 9

DIgital Promotions

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Intro to Adv 2019 - Session 9

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  1. Introduction to Advertising Topic 9 Digital promotions

  2. Functions of Internet Marketing Communication (1/3) The functions of internet marketing communication to advertisers: • The Information Role. Internet provides information for consumer decision making. The internet has developed into a giant online library for consumers of all demographic categories. The giant online library is now become a new advertising medium. • The Entertainment Role. Internet engages their consumers with entertainment that fun, either as escape or relaxation, such as games. This medium is useful in which to advertise because the message can be associated with positive experience.

  3. Functions of Internet Marketing Communication (2/3) • The Social Role. The internet has created large numbers of virtual communities where customers and prospects hang out and discuss brand problems, solutions, and new uses among themselves. It also can creates opportunities for real-time research into consumer insights and feelings. The communities were developed by the companies as the sponsor as well as their fans.

  4. Functions of Internet Marketing Communication (3/3) • The Word-of-Mouth Role. Advertisers are turning to the internet because it opens up the possibility of two-way communication, as in conversations. This characteristic supports 2 basic objectives that drive advertisers’ use of the internet: It creates a dialogue with customers; and stimulates a conversation among and between company and potential customers. Advertising planners have developed a growing respect for media that generate buzz or word of mouth (B2C2C concept).

  5. Social Media Marketing (1/2) Social Media Marketing refers to the use of blogs, linked social networks, and online communities to build relationships with customers. Marketers use these social media tools to promote brands, engage customers, and create brand relationship. Marketers who want to use social media see value in conversations and customer relationship-building communication, rather than targeting and promoting to a mass of anonymous consumers.

  6. Social Media Marketing (2/2) Social media allows users to express themselves, interact with friends, and publish their own content on the internet. The reason these social networking sites are so attractive to marketers is that they engage the power of friendship-based influence. These social media relationships offer opportunities for marketing communication message, particularly as people serve as viral marketing agents to take advantage of the social relationships these people have with their network of friends.

  7. Types of Social Media Tools • Blogs • Micro-blogs • Social Networks • Video Sharing • Image Sharing • Social Games and Virtual Communities

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