Transcript Chapter15
15 The Internet and Interactive Media Utterz, MocoSpace, Twango, Mosh McGraw-Hill/Irwin Copyright © 2009 by The McGraw-Hill Companies, Inc. All rights reserved. Growth in Internet Advertising 1994 – Advertisements on HotWired 2000-2002 – 25 percent drop 2005 – Internet advertising at $10 billion 2006 – Internet advertising exceeds $16.9 billion Why the rapid adoption of the Internet? The Web Site Huggies Goes Beyond Providing Information Hot Web Sites Facebook Disney.com MySpace Veoh YouTube Funny or Die TMZ.com Discovery.com Internet Communications Objectives Create Awareness Gain Consideration Create Buzz Stimulate Trial Generate Interest Objectives Create a Strong Brand Disseminate Information Create an Image Snapple Creates Interest Using Web Sites to Build Image Branding is Complicated Requires different strategies Long-term investment Branding The costs are high Requires a broad audience E-Commerce Direct selling of goods and services through the Internet May be primary or secondary objective E-Commerce Trends E-Commerce Rapid growth rates likely to continue Fast growth in “downloadable” purchases Both consumer and business-to-business Ebay is a Popular E-Commerce Site The Internet and IMC Advertising Sales Promotions The Internet site should be integrated with: Personal Selling Public Relations Direct Marketing Advertising on the Internet (Part 1) Forms of Internet Advertising Banners Interstitials Sponsorships Push Technologies Pop-ups/ Pop-unders Links Typical Banner Ads Advertising on the Internet (Part 2) Forms of Internet Advertising •Paid Search •Behavioral targeting •Rich media Online commercials Video on demand Webisodes Contextual Ads Additional Forms Podcasting RSS feeds Blogs Rich Media A broad range of interactive digital media that exhibit dynamic motion, taking advantage of enhanced sensory features such as video, audio, and animation. Online Commercials Video on Demand Webisodes Other Forms Additional Internet Advertising Forms Podcasting, RS syndication, Blogs Sales Promotions on Web Sites Personal Selling on the Internet May Replace Personal Selling Reduces cost of personal calls May Enhance Personal Selling Efforts Primary source of information Stimulates trial Improves 1-on-1 relationships Cross-selling Prospects request sales calls Increases potential reach Valuable source of leads Public Relations on the Internet Philanthropists on the Web Direct Mail (Email) Direct Mail (Email) Often used by catalogers Highly targeted Tries to reach those w/specific needs Relies on email lists Internet Infomercials Infomercials Program content similar to television, cable or satellite Web provides for greater audience interaction E-Commerce and Home Shopping Measures of Effectiveness Internet-Specific Measures Cross-Media Optimization Studies (XMOS) Traditional Measures Recall/retention Surveys Sales Tracking Sources of Measurement Data Arbitron Data Source MRI and SMRB Audit Bureau of Circulation Internet Advertising Bureau (IAB) eMarketer Nielsen Net Ratings Jupiter MediaMetrics, Inc. Internet Marketing Pros and Cons Advantages Target Marketing Sales Potential Message Tailoring Creativity Interactive Capabilities Exposure/Speed Information Access Complement to IMC Internet Marketing Pros and Cons Disadvantages Measurement problems Privacy Annoyance Poor reach Clutter Irritation Potential for deception Test Your Knowledge Interactive TV, interactive CD-ROMs, kiosks, and interactive phones: A) Are viewed by businesses as breeches of consumer rights to privacy B) Can be used as contributors to an IMC program C) Cannot be linked with traditional advertising media D) Replace the Internet in most IMC programs E) Are not viewed as viable elements within a well-designed IMC program Additional Interactive Media Interactive TV— Allows viewers to interact with the program and advertising Wireless— Communications through satellite broadcast systems or cellular phones