MARKETING COMMUNICATIONS CHAPTER 7 PLANNING FOR ONLINE AND INTERACTIVE COMMUNICATIONS • INTERNET PENETRATION • The internet allows for micro-targeting, calls to action, advertising, orders, customer feedback, and customer communities to happen all within the same medium The digital universe has seen a shift of power from the companies to the consumer More is spent on online advertising in Canada than any other medium • ONLINE AND INTERACTIVE MARKETING COMMUNICATIONS • Consumer packaged goods, automotive, retail, and financial companies dominate the digital space as far as advertising goes The internet is a participative medium , which can be a good or bad thing Viewability: A minimum of 50% of an ad in view for at least one second Advertisers question the kinds of impressions they see consumers giving, questioning the value Click Fraud: When a bot imitating a legitimate user of a web browser clocks on an ad for the purpose of generating an advertising charge for the click 2 major considerations when producing an online advertisement: 1. Aligning the online ad with the rest of the advertisements while recognizing a fundamental difference in behaviour consumers display when online 2. How much to invest with consideration given to click fraud and poor impressions An eCommerce plan comes from the marketing plan An online communications plan comes from the advertising plan (a branch off the marketing plan) • ONLINE AND INTERACTIVE COMMUNICATIONS PLANNING • Interactive Communications: The placement of an advertising message on a website, or an ad delivered by email or through mobile communications devices 1. Identify the target market 2. Establish objectives 3. Evaluate media options strategically 4. Execute
5. ONLINE TARGETINNG Companies should use the internet as a means of filling databases Who visits and how long they visit for is key in devising target audience reach/frequency scenarios 6. Daypart Targeting: The placement of online ads based on the time of day 7. Behavioural Targeting: A means of delivering online ads based on a consumer’s previous surfing patterns 8. 9. Cookie: An electronic identification tag sent from a web server to a user’s browser to track the user’s browsing patterns Cookies can be used to target ads depending on where users spend their time
10. Impression (Ad View): An ad request that was successfully sent to a visitor. This is the standard way of determining exposure for an ad on the web 11. Location-Based Targeting: Integrating a person’s location information into a marketing communications strategy Location-based targeting has been made popular by GPS and W-Fi connections on phones Behaviour targeting is great when customers are obviously researching a product 12. Mass Customization: The development, manufacture, and marketing of unique products to unique customers Mass customization is a form of micro-targeting 13. • ONLINE AND INTERACTIVE COMMUNICATIONS OBJECTIVES • Online advertising can achieve the same objectives as any other media (brand building, etc.)
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