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[E] Promotion

[E] Promotion. 參考資料： Judy Strauss, Adel I. El-Ansary, and Raymond Frost, E-Marketing, Prentice Hall, 2006. Chap 13: E-Marketing Communication. Environment, Strategy, and Performance (ESP Model). Legal. -. Ethical. Technology. Internet. E. Competition. Other factors. Markets. SWOT.

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[E] Promotion

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  1. [E]Promotion • 參考資料： • Judy Strauss, Adel I. El-Ansary, and Raymond Frost, E-Marketing, Prentice Hall, 2006. • Chap 13: E-Marketing Communication.

  2. Environment, Strategy, and Performance (ESP Model) Legal - Ethical Technology Internet E Competition Other factors Markets SWOT E- Business S Strategy/ E-Marketing Strategy Implementation Marketing Mix Model P Performance Metrics

  3. Link E-Business with E-Marketing Strategy • E-marketing strategic planning occurs in two highly interrelated tiers: Targeting Differentiation Tier 1 tasks Segmentation Positioning E-Marketing Strategy Offer Tier 2 tasks Value Communication Distribution

  4. Overview • The EDietShop Story • Internet Advertising • E-mail, Wireless, Web Site Advertising • Marketing Public Relations (MPR) • Web Site, Community Building, Online Events • Sales Promotions • Coupons, Sampling, Contests/ Sweepstakes (競賽/ 抽獎)

  5. 1. The EDietShop Story • http://www.edietshop.com/

  6. The EDietShop Story • EDietShop (http://www.edietshop.com/) • A retail web of manufacturing sugar-free products and a variety of gourmet (美食者) diet (日常飲食) foods. • For a target market of 15 million diabetics (糖尿病患者). • Offers customers at warehouse pricing.

  7. The EDietShop Story • Use online advertising plan: to draw the audience to their web. • Banner ad exchanges with other sites. • Keyword advertising on search engines by terms “sugar free” and “low fat” • Purchase advertising time on the cable TV Food Channel (combine traditional media).

  8. Promotion Mix (推廣組合) • Advertising • 付費的媒體傳播方式 (例如電視、報紙、雜誌、戶外廣告) • Marketing Public Relations (MPR) (公共關係) • 非付費的非人員溝通方式 (例如新聞報導、記者招待會、出版刊物) • Sales Promotions (銷售促進) • 短期提供額外的誘因，以吸引消費者提前購買或多購買的活動 (例如折價券、贈品、樣品、搭配促銷) • Personal selling, face-to-face • 付費的人員溝通方式 (利用業務員) • Inappropriate for use online. → 討論Direct Marketing

  9. 2. Internet Advertising • Advertising • nonpersonal communication of information through various media, • paid for by an identified sponsor. • All paid space on a Web site or in an e-mail is considered advertising. • This is confusing, especially when a house banner appears on a firm’s own Web site. • The key is exchange: If a firm pays money for space in which to put content it creates, the content is considered advertising.

  10. 2.1 E-mail Advertising • The least expensive type of online advertising, • a few sentences of text embedded in another firm’s content. • Advertisers purchase space in the e-mail sponsored by others (e.g., Hotmail).

  11. 2.2 Wireless Advertising • Content sponsored advertising for mobile devices • E.g. PDAs, cell phones and laptop computers (手提式電腦) • Companies such as AvantGo offer free news and other content to mobile users, sponsored by a third party advertiser.

  12. Messages • Short message services (SMS), Multimedia message services (MMS) • sent by one user to another with a cell phone or PDA. • Communicate quickly + inexpensively. • Is easy = users do not have to open e-mail to send or receive. They simply type the message on the phone keyboard. • A successful messages • Short, personalized, interactive, and relevant • E.g. Notification of an upcoming flight delay

  13. Location-based Marketing • Promotional offers that are pushed to mobile devices • Cstomized based on the user’s physical location. • The technology • A global positioning system (GPS).

  14. 2.3 Web Site Advertising (1) Banners, buttons: occupy designated space for rent on Web pages • Buttons are square (正方形) or round (圓形) • Banners are rectangular (長方形).

  15. Banners, Buttons • Click-through to the advertiser’s Web site, • Some banners sense the position of the mouse on the Web page and animating faster as the user approaches, • Built-in games, • Drop-down menus, check boxes, and search boxes to engage and empower the user. BuyComp Interactive Banner Source:www.buycomp.com

  16. Web Site Advertising (2) Sponsorships (贊助) • integrate editorial (編輯者的) content and advertising • Sponsorships are important on the Web: • Banners are easily overlooked (忽略) by users, • More firms build synergistic partnerships to provide useful content.

  17. 生寶臍帶血銀行 • 贊助台北愛樂電台 (生寶媽媽日記) • http://www.e-classical.com.tw/ad/healthbank/

  18. Web Site Advertising (3) Search Marketing • Keyword (contextual) advertising • refers to word buys at search engine sites. • Slotting Fees (安排位置之費用) • “A fee charged to advertisers by media companies to get premium (特別) positioning on their site, category exclusivity (獨佔) or some other special treatment”. • Many search engines charge slotting fees for the top positions of search results.

  19. Yahoo!奇摩：搜尋排序優先 • http://tw.search.yahoo.com/smatch/smatch.html

  20. Web Site Advertising (4) Interstitials (插播式廣告) • 如同電視在正規節目之前的廣告，點選超鏈結後，跳出一個約十秒鐘的廣告，然後點選的網頁才出現 • 未能成長之主因：give the impression of lengthening user waiting time. (5) Daughter windows = pop-ups • Ads appearing in a separate window that overlays the current browser window. • People are irritated (激怒) by daughter windows because users must close them.

  21. Web Site Advertising (6) Superstitials (超插播式廣告)、Shoshkele (or floater 浮動廣告) • are video like ads that appear when a user moves her mouse across a page. • use Flash and Java to make them entertaining and fast. • http://www.ogilvy.com.cn/work/wwf/sand/yahoo.html • 優於Interstitials： • loads behind the scenes and doesn't appear until it is fully loaded on the user’s computer • 廣告大小不受限制、不會隨著網頁一起出現、廣告出現在瀏覽過程間隔

  22. Web Site Advertising • 一些製作Rich Media之網路廣告公司及其作品範例網址 • United Virtualities • http://www.unitedvirtualities.com/ • Eyeblaster • http://www.eyeblaster.com/products/rich_media_formats/ • Unicast • http://www.unicast.com/gallery/?industry=0&format=0

  23. 3. Marketing Public Relations • MPR • Activities that influence public opinion and create goodwill for an organization. • Includes brand-related activities and non-paid, third-party media coverage to positively influence target markets. • E.g. During the week of the MTV Music Awards, MTV.com site traffic increased by 48% as people logged on to learn more about the stars nominated (提名) for awards.

  24. 3.1 Web Site • Web sites are MPR tools • 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: • The Web is a low-cost alternative to paper brochures (小冊子) or press releases sent in overnight mail. • Web page content is always current = Product information is updated in databases.

  25. 博克來網路書店 • http://www.books.com.tw/isi/needyou2001.htm#1

  26. 3.2 Community Building • Sites build community through online chat rooms, discussion groups, and online events. • Ex: Amazon allows users to: • Write their own book reviews, • Read and rate the reviews of others.

  27. 3.3 Online Events • Online events are designed to generate user interest and draw traffic to a site. • Example: 1999 Victoria Secret (維多利亞的秘密) held a Web-based fashion show (線上時裝秀). • Announced it in advertisements in the New York Times, Super Bowl football game, and other traditional media. • 1.2 million visitors, an 82% increase in Web traffic and the firm’s Web servers could not handle all the traffic. • Example: 夢想家的網路生存遊戲，找來自願者關在房裡與世隔絕，只能利用網路與外界溝通。

  28. 4. Sales promotions • Short-term incentives of gifts or money that facilitate the movement of products from producer to end user. • Include coupons (折價券), product sampling (樣品), contests (競賽), sweepstakes (抽獎), and premiums (額外獎金，free or low-cost gifts). • Coupons, sampling, and contests/sweepstakes are widely used on the Internet. • Results: build brands, build customer databases, and support increased online or offline sales.

  29. 4.1 Coupons 折價券 • Online coupons delivered and send e-mail notification as new coupons become available • Ex: 肯德基,達美樂… • Provides local coupons (search the database by zip code). • Ex: H.O.T! coupons (http://www.hotcoupons.com/)

  30. 4.2 Sampling 樣品 • 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, • Online music stores allow customers to sample 30-second clips of music before ordering the CD.

  31. 4.3 Contests (競賽) and Sweepstakes (抽獎) • Contests require skill / sweepstakes involve pure chance. • Goal: draw traffic + keep users returning. • Create excitement about brands • Persuade users to move from page to page on a site = increase site stickiness (黏). • Users return to the site to check out the latest chance to win. • E.g. every visitor who registered on the site was eligible (具有資格) for the free round-trip ticket (來回機票).

  32. 麥當勞：遊戲+折價券 • http://www.mcdonalds.com.tw/campaign/

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