advertising

advertising - Chapter 7 E-Commerce Marketing Communications...

Info iconThis preview shows pages 1–11. Sign up to view the full content.

View Full Document Right Arrow Icon
Chapter 7 E-Commerce Marketing Communications : Learning Objectives Personalization vs Customization Understand key terms in evaluating web advertising ’s effectiveness Identify the major forms of web advertising Understand Long Tail phenomenon and Viral Marketing 1
Background image of page 1

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
What is Online Marketing? Strategies and tactics applied on the internet to support an organization’s overall online marketing objectives Goals may include: Driving targeted traffic to a Web site and converting visitors to customers at the highest rate Customer retention Establishing brand-awareness 2
Background image of page 2
To Reach 50 million people, it took* Radio – 38 years TV – 13 years Internet – 4 years iPod – 3 years 3 *UN CyberSchoolBus document See: http://www.milliondollarhomepage.com/
Background image of page 3

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
4
Background image of page 4
The New Marketing Tool Kit 5 Channels Tactics - TV/Cable - Coupons - Radio - Customer Promos - Magazines - Tradeshow Promos - Newspapers - Sales Force - Outdoor Metrics - Direct Mail - Reach - Tradeshows - Frequency - Cold Calling - Business leads/ - Networking - Prospects Channels Technology/Tactics - Website - Personalization - Online Ads - Search - Email - Site Merchandising - Blogs - CRM System - Interactive TV - Web Analytics - Podcasting - Brand Reputation/ - RSS Feeds - Monitoring - Mobile Ads - Content Syndication - Viral WOMM - Social Media Metrics - Conversion Rates - Cost Per Acquisition Traditional Marketing Tool Kit Internet Marketing Tool Kit
Background image of page 5

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
Internet Marketing Benefits Traditional marketing is impersonal, one-way mass communication paid for by the sponsor Internet enables marketers and advertisers to interact directly with customers and consumers can interact with advertisers/vendors Accurate Campaign Reporting and ROI Tracking = Accountability Allows for Frequent Testing and Quick Updates of New Online Promotions Better Targeting & Segmenting Than Traditional Media Tracks online user behaviors Gathers geographic user information Relatively Inexpensive Way to Generate New Business and Build Brand Awareness Average customer acquisition cost - Search Advertising: $7-$10; Printed Yellow Pages: $15-$25; Direct Mail: $60-$80 6
Background image of page 6
7
Background image of page 7

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
Comparisons of various form of advertising 8
Background image of page 8
Class Discussion Question What types of product suitable for internet marketing ? 9
Background image of page 9

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
10 Personalization vs Customization Customization Personalization You explicitly specify what you want. It gives explicit user control (you are what you say you are) E.g. choosing which information elements might be presented on a home page, choosing display colors, etc.
Background image of page 10
Image of page 11
This is the end of the preview. Sign up to access the rest of the document.

This note was uploaded on 01/28/2011 for the course IELM 120 taught by Professor Fu,qi during the Spring '09 term at HKUST.

Page1 / 41

advertising - Chapter 7 E-Commerce Marketing Communications...

This preview shows document pages 1 - 11. Sign up to view the full document.

View Full Document Right Arrow Icon
Ask a homework question - tutors are online