week9&10.pptx - COIS 485 E-Marketing Strategies E-Marketing...

E-Marketing Communication:
Owned Media
COIS 485:
E-Marketing Strategies

Chapter Objectives
•
After reading Chapter, you will be able to:
–
Define integrated marketing communication.
–
Explain how marketers use the AIDA model and
the hierarchy of effects model.
–
List the five traditional marketing
communication tools and distinguish between
traditional media and social media.
–
Identify the differences in control and reach
among owned, paid, and earned media.
12-2

Chapter Objectives, cont.
–
Discuss why companies use content marketing.
–
Describe the most commonly used owned
media and their benefits for marketing.
–
Explain how and why marketers use search
engine optimization.
–
Highlight some of the metrics marketers can
use to evaluate owned media performance.
12-3

Will it Blend?
•
Blendtec, a supplier of commercial blenders to Starbucks
and others, produced a video in which the CEO blended
unusual products such as a garden rake and a golf club.
–
The video, uploaded to YouTube, received 3.9M views
in an 8-month period and 8.2M views since 2010.
–
The Will It Blend? Campaign clearly shows the product
benefits in a humorous and engaging way and the value
of connecting with consumers online.
•
Will It Blend? is a favorite of nearly 10,000 registered
YouTube visitors. Is it also one of yours?
12-4

5

Integrated Marketing
Communication (IMC)
•
IMC is a cross-functional process for planning,
executing, and monitoring brand
communications.
•
The goal is to profitably acquire, retain, and
grow customers.
•
IMC strategy requires a thorough understanding
of target markets, the brand, its competition,
and other internal and external factors.
12-6

•
The AIDA and “think, feel, do” (hierarchy of
effects) models help guide selection of online
and offline MarCom tools to meet their goals.
–
The models suggest that consumers first
become aware of a product before they
develop feelings and purchase it.