Marketing bán hàng - Chapter 15: The internet: Digital and social media

Chapter 15 The Internet: Digital and Social MediaWeb ObjectivesCreate awarenessGenerate interestDisseminate informationCreate an imageCreate a strong brandStimulate trialCreate buzzGain consideration2Figure 15.1 - Differences in the Way Organizations Have Interacted with Customers on the Web3Advertising on the Internet - Web 1.0Banner adsCreate awareness or recognition Used to seek entry into contests and sweepstakes Fulfill direct-marketing objectives Sponsorships: Form of advertisingRegular sponsorship - Company pays to sponsor a section of a siteContent sponsorship: Sponsor not only provides money in return for name association but also participates in providing the content itself4Advertising on the Internet - Web 1.0Pop-upsAds that appear when certain sites are accessedPop-undersAds that appear underneath the webpage and become visible only when user leaves the siteInterstitialsAds that appear on screen while waiting for a site’s content to download5Paid SearchesHigher a site appears on a search page the more visitors it will receiveAppear due to their relevance to the search termsOrganic search resultsPlacing ads on web pages that display results from search engine queriesPay-per-clickImproving the volume of traffic to a site by a search engine through unpaid results Search engine optimization (SEO)6Behavioral and Contextual TargetingBased on advertisers’ target consumers by tracking their website surfing behaviorsRetargeting Ads follow a web user and are displayed on every participating subsequent websites the user visitsAds are determined by the content on the webpageNative advertisingAdvertiser gains attention by providing valuable content in the context of the user’s experienceControversialMay be deceptive7Behavioral TargetingContextual TargetingRich MediaInteractive digital media that exhibit dynamic motionAdvertisements that appear on the netPre-rolls: Commercials that appear before the content that the user is seekingOnline commercialsVideo clips of various entertainment that can be availed on demand from the InternetVideo-on-demandShort featured films created by the advertiserWebisodes8Figure 15.2 - Web 2.0 Is a Multifaceted Version of the Internet9Figure 15.3 - Types of New Media10Additional Social MediaInstagram Online photo-sharing and social networking siteAllows users to post and edit pictures and share them on a variety of social networksPinterestPinboard-style photo-sharing websiteAllows users to create and manage theme-based image collectionsLinkedInUsed by marketers to connect to customers with specific interests that may be related to their brand11Podcasting, RSS, and BlogsPodcastingUses the Internet to distribute audio/video filesReally Simple Syndication (RSS) Specification that uses XML to organize and format web-based content in a standard wayBlogWeb-based publication consisting primarily of periodic articlesPresented in reverse chronological order12Other 2.0 Media FormsAugmented reality appsQR codes: Barcodes used in print adsNear field communication (NFC) Delivers content through an embedded chip that allows wireless communications just by touching the materialcopy of a real world environment whose elements are augmented (supplemented) by computer sensory input QR codes add after ads that when scanned provide additional content or take scanner to website; take out print (appear in other places as well)may replace QR codes”13Sales Promotion on the InternetWebsitesSocial mediaOther forms of digital media14Public Relations and Direct Marketing on the InternetWebsitesProvide information about a company, its philanthropic activities, and annual reports Internet based direct-marketing toolsE-mails and infomercialsE-commerceUsed in direct marketing15MobileHas significant impact on companies’ IMC programsRapid growth and adoption by consumers is making marketers realise their potential in a marketing context 16Figure 15.7 - Example Internet MetricsSource: IAB.net17Advantages and Disadvantages of the Internet, Digital and Social MediaAdvantagesTarget marketingMessage tailoringInteractive capabilitiesInformation accessSales potentialCreativityExposureSpeedComplement to IMCDisadvantagesMeasurement problemsClutterPotential for deceptionLack of privacyIrritation18