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BUS 361 – Chapter 11

BUS 361 – Chapter 11. E-Marketing & Advertising. Objectives. Strategy & the fit of E-marketing & online advertising Describe E-Marketing strategy & components Online Research tools & their application to understanding user behaviour

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BUS 361 – Chapter 11

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  1. BUS 361 – Chapter 11 E-Marketing & Advertising

  2. Objectives • Strategy & the fit of E-marketing & online advertising • Describe E-Marketing strategy & components • Online Research tools & their application to understanding user behaviour • Implementation process for an E-Marketing Strategy and identify marketing tactics • List & describe major online advertising tools

  3. Introduction E-marketing strategy concepts: • Online research • Internet advertising strategies • Online consumer behaviour Strategy Creation Implementation & Evaluation CRM and BI are necessary tools

  4. Branding • Positioning • Brand: name, term, symbol, sign or … • differentiates • Brand Awareness … recognition • Evoked & consideration sets • More important for online … why?

  5. Strategy Creation • PESTEL • Porter 5 Forces • SWOT • Segmentation • Target markets • Media choices

  6. Online Research • Secondary vs. Primary data • Surveys • Experiments • Easier online • Reaction to page layouts etc • Focus groups • Observation • Click stream analysis

  7. Behaviour Analysis • Search methods, internet usage, shopping patterns, social networks….. • Re-marketing • Is it invasion of privacy or? • Opt out or opt in?

  8. Advertising Planning • Content • Choice of media • Not just online … why? • Content of the message • Outsourcing of creation

  9. Implementation • Execution & Evaluation • Evaluation: • E.g. visitor:purchase ratio • Click-through rates for banners • Easy to change campaign

  10. Website Design Evolution • Brochureware phase • Interactive phase • Form-based evolved into Shopping carts • Personalization phase • Tracking via cookies etc • E.g. Google news, MyShaw, Hydro • Targeted content, Site stickiness • How long do we keep the content

  11. More Issues • Design to appeal to visitors • Use of multimedia, fonts, colour schemes etc • Image of professionalism • Encourage use of features • Designing to gain trust • Visitor into customer • Ease of Navigation • Contact info (phone & email), location & pics • Testimonials • Logos of partners • Awards

  12. Making it Visible • Good domain name • Check the other primary domains • Cyber-squatting • Register similar names too (Nissan example) • BCferies • Metatags • Keywords for search engines

  13. Visible (2) • Registration with search engines • Allows you to show up early on search pages • http://advertise.bingads.microsoft.com/en-ca/sign-up?s_cid=en-ca_smb_a_ya_advertise • Search Engine Optimization • Whole courses on this apparently • Metatags only start • Paid sponsorships on search (sponsored links)

  14. Online Advertising • Classified Ads • Kijiji, Craigslist, Yellow Pages • Display Ads • Banner ads • Low click-through • Customizable (regions, content of host page) • GIFS Animated graphic interchange format • Barter agreements • Buttons • Interstitials & Superstitials • I = Popups/daughter windows (fullpage) • S = in page popup

  15. More • Multimedia • Streamed into online games, youtube etc • Interactive • Click to play • Ad Engines • Automatically update your ad, searches online for new info. • Adware • Popups s/w installed on your computer

  16. Search Engine Marketing • Google is the King (or Queen) • You buy words in search engines • When people search for the word … • Gmail users • Google scans your emails • Targets ads towards you

  17. In-text Advertising • Very irritating (to me at least) • News stories or articles • Words hyperlinked to advertising

  18. Spam … I mean e-mail • We all hate it So … • Permission or opt in • Targets those interested • But lower reach • Preaching to the converted • Only seems free … database maintenance • Learning process

  19. Promotions • Island Daily deals • West Coast Daily Deals • Groupon • https://www.bzzagent.com/campaign/PublicCampaignsOverview.do • Pizzapops & Claritin • Brandpower (new products - rate & review) • Facebook contests (Dempsters, Cadbury) • Kraft ($10 trial pack)

  20. Alliances et al • Affiliates • Partnerships • Public Relations • Trustmarks, Servicemarks & Seals • E.g. BBBonline • Digitalized Word of Mouth • Blogs

  21. Finally • Pricing • Evaluation

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