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Interactive & Alternate Media
Lecture 19
Global growth of
Internet users
since 1995
www.internetworldstats.com
Online Marketing Communication
• E-business sites
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Ebay
Amazon
Bestbuy
Myshop (local)
• Company websites
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Corporate information
Product catalogue
Customer service
Promotions
Brand experiences,
games, contests etc.
• Hardee’s Website
• Burger King’s
Subservient Chicken
Online Marketing Communications
• Search Engines
– Search engines
• Yahoo, Google, etc.
Search Engine
Marketing (SEM)
– Search Engine
Marketing (SEM)
– Search Engine
Optimization (SEO)
– Example
• Blogs
– Paid advertising
(Google ad sense)
– Corporate blogs
– Interesting articles/
images/ ads
– Example
Online Marketing Communication
• The Conventional
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Banner
Skyscraper
Popups
Superstitials
Mini-sites & sub-sites
Examples
• Email Advertising
– Unsolicited
• Spam
– Permission marketing
• Opt-in / Opt-out
– Example
Online Marketing Communication
• Viral Marketing
– Any strategy that
encourages individuals to
pass on a marketing
message to others,
creating the potential for
exponential growth in the
message's exposure and
influence
– Consumer as salesman
– Examples
• Hotmail
• Subservient chicken
• Youtube / FB sharing links
Measuring Internet Audience
• Pay-Per-View / CPM
– Impressions
• Pay-Per-Click / CPC
– Click-through / Click-through rate
• Pay-Per-Action / CPA
Advantages
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Highly interactive
Inexpensive medium
Quick response time
Wide reach
Very targeted
Disadvantages
• Clutter
• Perceived as irritating
• Limited scope (target)
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Subservient Chicken
Fly
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