Transcript COMM 3353: Information, Internet, and the World Wide Web

COMM 3353:
Communication
Web
Technologies I
Chapter 6b:
Web Marketing
and Public
Relations,
continued…
www.class.uh.edu/comm/classes/comm3353/ppt/_Pres6b.html
Web Marketing and Public
Relations, Continued…
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Security and Privacy Issues
Market Research
Measuring Success
Cybermarkets
Tapping Into the College Market
Public Relations
The Future of Online Marketing and Public
Relations
Security and Privacy
Issues
 The web was initially conceived as a
reliable information posting venue.
 Security was not an original issue
 It came much later, with the proliferation of
business and marketing, government, and
other proprietary web sites.
 Security and Privacy concerns are often
thought of as one and the same.
 Both deal with separate issues.
Security and Privacy
Issues, Continued…
 Security
 Physiology of Net Transactions:
 Customer
 Vendor / Service Provider
 Credit Card (guarantor) Company
 Elements of Web Transactions:
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1) Authentication of Customer:
2) Authentication of the Vendor / Service Provider
3) Message Integrity
4) Message Privacy
Security and Privacy
Issues, Continued…
 Marketers with security concerns have
turned to computing technology to aid in
security and privacy enforcement.
 Firewall
 A “smoke screen” that protects internal data from
hackers by separating the data from public
information.
 (e.g. Jetson vs. Admin . . .both VAX)
 Encryption
 Applying mathematical formulas (algorithms) to
scramble data
Security and Privacy
Issues, Continued…
 Privacy
 Online privacy is a major concern for all
users.
 We don’t want our private information in the
public eye.
 Many companies are initiating online
privacy policies.
Security and Privacy
Issues, Continued…
 Cookies
 One of the most notorious invaders of privacy.
 The “nice” name is meant to deceive users.
 There’s nothing nice about cookies, except for the fact that
it can speed up time wasted online by automatically
interpreting searches and auto-filling forms.
 Some people like cookies. . .
 Most hate them. . .
 You can disable cookies in the advanced preference
section of most browser versions.
Security and Privacy
Issues, Continued…
 Cookies, continued. . .
 Cookies create personal data files and user
profiles that companies can use to customize their
web pages to individual liking.
 They know who you are and what you want before your
browser finishes downloading their site.
 The primary objection is that consumers aren’t
forewarned that their movements are being
monitored.
Security and Privacy
Issues, Continued…
 Protecting Web Site Owners
 Web Site Proprietors are burdened with the added
responsibility of protecting users from breaches in
privacy and security.
 They must also protect themselves.
 Nine Basic Threats to Web Sites:
 1) Data Destruction
 Loss / interception of data through malicious or accidental
means.
 2) Interference
 Intentional rerouting of data, or spamming as an attempt to
crash the server.
Security and Privacy
Issues, Continued…
 Nine Basic Threats to Web Sites, continued. . .
 3) Modification or Replacement
 Unauthorized alteration or removal of data.
 4) Misrepresentation and False Use
 Entering false passwords and other bogus information.
 5) Repudiation
 Denial of making an order or other transaction.
 6) Inadvertent Misuse
 Accidental misuse by authorized users.
Security and Privacy
Issues, Continued…
 Nine Basic Threats to Web Sites, continued…
 7) Unauthorized Altering or Downloading
 Copying or downloading information without permission.
 8) Unauthorized Transaction
 Any transaction conducted by unapproved users.
 9) Unauthorized Disclosure
 Viewing of confidential information by unauthorized users.
Market Research
 The Web contains a wealth of information.
 A marketer’s dream come true. . .
 Marketers can infiltrate competitor’s web sites (in the spirit
of competitive analysis), checking out featured products and
innovative advancements.
 They can also gather demographic data from customers
and conduct focus-groups online.
 Web resources enlighten marketers to what’s
happening in the business world.
 Sharp business people view the web as a rich resource and
know how to use it to their advantage.
Measuring Success
 A component to the overall planning
process includes defining the goals and
objectives of the site.
 The methods of measuring success need to
be in place before the site goes online.
 Some sample methods:
 Counting the number of times a page within a site
is hit.
 Logging user paths throughout the site, without
violating user integrity.
Measuring Success, Continued…
 Some sample methods, continued. . .:
 Analyzing sales data derived directly from web
sales.
 Customer feedback and electronic marketing
compliment one another.
 Use email and online surveys to help understand the
market share.
CyberMarkets
 Millions of dollars are transacted annually on
the Web.
 Most major corporations and larger companies
support web sites that include pages of product
information and ordering capabilities.
 More than not, cybershoppers buy directly from
the manufacturer, cutting out the reseller and
saving a considerable amount of money.
Tapping into the College
Market
 Marketers see the web as an ideal way
of reaching the college market.
 Student’s are active consumers and an
ideal audience for online products and
services.
 Most students own computers, and have
free web access through school.
 +/- 80% to 90% use email
Tapping into the College
Market, Continued…
 Many marketers set up collegiate sites
that appeal to primarily to students.
 Post news and educational information,
scholarship links, credit cards, etc. . .
 Financed mainly through intense
advertising.
 Most of the time, these sites provide useful
information, but occasionally they’re
useless to the average user.
Public Relations
 What is Public Relations?
 Function that identifies, establishes, and maintains a
mutually beneficial relationship between an organization
and the public on whom its success and failure depend.
 PRSA (Public Relations Society of America)
 Counseling, research, media relations, publicity, employee /
member relations, community relations, public affairs,
government affairs, issues management, financial relations,
industry relations, development / fund raising, minority
relations and multi-cultural affairs, special events and public
participation, and marketing communication.
Public Relations, Continued…
 Advertising vs. Public Relations:
 Advertising:
 Purchasing space in print publications, airtime, or electronic
media whereby companies or agencies contract with the
media to run advertisements based on a predetermined
date and time.
 Public Relations:
 Information submitted to editorial departments for approval
and printed or broadcast depending on space and time
availability. The media is not bound by contract for public
relations material.
Public Relations, Continued…
 Public Relations and the Internet
 It’s clear that the internet is changing public relations
as organizations migrate from hard-sell tactics to
providing enticing and educational PR information.
 Using Internet Resources for Public Relations
Purposes
 Internet resources are being applied to public
relations in may ways:
 Email, Usenet News, and the Web
Public Relations, Continued…
 Email as a PR Tool:
 Email facilitates media relations by pushing press
releases and other publicity materials to reporters
quickly and efficiently.
 Unobtrusive, convenient. . .
 Email protocols suggest that press releases
follow certain guidelines:
 Individual addressing
 Lively headlines in the subject line
Public Relations, Continued…
 Listserves and Usenet Groups as a PR
Tool:
 Posting topic-specific information on
Listserves and Usenet Groups guarantees
a large audience.
 Electronic forums compliment PR
research.
 Different types of Listserves or Usenet
groups offer different audience issues. . .
 Educational, Entertainment, Scientific, etc.
Public Relations, Continued…
 The Web as a PR Tool:
 Setting up a homepage is an invaluable
public relations tool.
 A well designed Web site attracts people to
the inner workings of the organization or
individual.
 Aside from a promo tool, the web is also
known as a research tool.
 Not only in the name of academic pursuit, but
the web also commands the attention of
Public Relations professionals.
The Future of Online Marketing
and Public Relations
 Marketers and Public Relations
professionals have identified the web as a
major tool and medium for information
sharing.
 As the web’s technology advances, we can
only begin to imagine the new methods the
advertising and public relations information
will be disseminated to the masses.
The Internet and the
World Wide Web
• End Chapter 6,
Part II.