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What’s Happening?
 http://www.youtube.com/watch?v=2JnYcuRW_qo
 - http://msn.foxsports.com/golf/story/nike-tiger-woods-ad-draws-
critics-032613
 http://www.youtube.com/watch?v=Htbo1yW6qeU
Chapter 11
D I G I TA L M A R K E T I N G
Display/Space Media
o Very similar to traditional advertising media
o Most common are banner ads, places the ad in front
of the user
o Banner ads are usually based on the content that
appears on the website that the viewer is browsing
Types of Digital Marketing
o Banner Advertising
o Search Engine Optimization
o Mobile Media
o Video Game Advertising
Banner Advertising
o Can be presented each time a webpage is viewed –
also known as impressions
o Social media and search engines have aided in the
growth of this form of advertising
o More and more, we see a blurring of the traditional
and on-line media
o Some firms use their Facebook pages to create
additional advertising revenue
Banner ads like this for
Grub Canada still create
awareness and residual
value even if consumers
don’t click through
Search Engine Optimization (SEO)
o 80% of all web traffic begins with a search engine
o SEO – process of increasing probability of a hit
o Methods of SEO:
o Paid search insertion
o Increase identification through organic emergence of site
o Paid search ads – two alternatives:
o Pay-per-impression
o Pay per click
Mobile Media
o More and more companies are connecting with their
customers through mobile media
o Text messages are now being replaced by more
graphically designed multimedia messages
o Mobile media offers a unique opportunity for
companies to reach consumers at almost any time,
or any location
o Mobile media often effectively combines sales
promotions with their offers, such as promotional
codes and e-coupons
Mobile Media
BMW used mobile communications to connect with
customers and encourage test drives
Video Game Advertising
 $1 billion per year spent on in-game ads
 Very attractive market
 75% of online households spend at least 1 hour
per month playing online games
 27% average 30 hours or more
 Primary market is 17-34 year old males



Have become difficult to reach
Play shooting games
Fastest growing market is females


Now 40% of market
Play puzzle and cerebral games
Video Game Advertising
o Benefits
o
Online games allow Web analytics
o
Ads can be targeted to match audience
o Disadvantage
o
Ads soon become static
o New technologies
o
o
o
o
Ad rotations within game
New ads can be added to online games
Time-sensitive ads can be used
Ads can be made interactive
Company Websites
o Most firms have some sort of website
o Some firms use their websites to integrate with other
aspects of their IMC plan – i.e., Starbucks with their,
www.mystarbucksidea.com
o Key is to have clear objectives of what your website
is for and to understand how your customers and
others interact and expect from your website
o This analysis is referred to web analytics
Tips for Creating Effective Websites
Copyright 2013 Pearson Canada Inc.
Consumer Generated Reviews
o Amazon.ca and Best Buys are known for their online
customer reviews
o A very effective strategy for early adopters
o Implications:
o
o
o
o
Negative reviews
Low-star ratings
Consistent quality products
Information for:
o Marketing plans
o Product modifications
o Service strategies
Consumer-Generated Products
o Some firms such as Doritos have actively taken
customer involvement to a new level
o Doritos incorporates a sales promotion to allow
customers to pick the flavours of new products
o Engaging customers in this manner is one way of
allowing customers to take ownership of the brands
they like
Mountain Dew literally
turned over its brand to
its customer and even
let them choose their
marketing
communications agency.
Online Social Networks
o More than 75% of Internet users participate in some
form of social media
o
o
o
o
o
o
Facebook
LinkedIn
Twitter
YouTube
Flickr
Pintrest
o Social media has become so important for IMC plans
Firms Use of Online Social Networks
Consumer-Generated Advertising
o Most ads we see are created by professional firms
o However a more recent trend that builds on
customer involvement is allowing customers to
generate ads for the firm
o Benefits Include:
o
o
o
o
Spread via the Internet
Seen on YouTube
Viewed as more genuine
Contests for consumer-generated ads can be very effective
Blogs
o Blogs are Online musings that can take a variety of
forms
o Blogs have the ability to create an online buzz
o Some Blogs are company-sponsored like Lululemon
that regular updates customers with yoga and lifestyle related news
o One concern for firms is dealing with unjust negative
comments that individuals may write
Company-Sponsored Blogging
Benefits of Company-Sponsored Blogging include:
o
o
o
o
o
Reassure shoppers
Glimpse of how firm deals with customers
Release company information
Customers can voice opinion
Company controls site
Viral Marketing
o Technology has created the growth of viral marketing
o Message passed from one consumer to another
o E-mail
o Blogs
o Social media
o A form of advocacy or word-of-mouth endorsement
o Viral marketing messages
o Advertisements
o Hyperlinked promotions
o Online newsletters
o Streaming videos
o Games
FIGURE
9.9
Keys to Successful Viral Marketing
o Focus on the product or business
o Determine why individuals would want to pass the
message along
o Offer an incentive
o Make it personal
o Track the results and analyze the data
Digital Media
Strengths
Weaknesses
o Targetability
o Reach Limitations
o Format Flexibility
o Clutter
o Involvement
o Relatively Low Cost