Transcript Chapter Four

Chapter
Twelve
The Promotion Mix
Chapter Twelve
Learning Objectives
• To identify how marketing promotion is
affected by the Internet
• To learn what online promotion issues
concern Internet marketers and why
• To understand why some online advertising
strategies are successful while others are not
• To analyze how sales promotions and
permission marketing can be used effectively
online
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12–2
Promotion Fundamentals
Communicating Promotions Online
Sender > Message
Receiver
Channel
Feedback
Noise Can Occur Anywhere
• Computer crashes
• Deletions
• Slow downloads
• Multitasking
• DSL goes down
• Viewer leaves computer
Promotion Fundamentals (cont’d)
Internet Promotions
Goals
Types
• Build awareness
• Advertising
• Brand and rebrand
• Position and reposition
• Sales promotions
(incentives)
• Increase traffic
• Personal selling
• Sell products
• Direct marketing
• Remind
• Publicity/public relations
• Entertain
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12–4
Promotion Fundamentals (cont’d)
• Potential for being one-to-one in real
time
• Pull and push characteristics
• Promotion mix used to create
cyberbrands
• Offline promotions drive traffic online
• Online and offline used to remind
• Other points of contact also promote
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12–5
Promotion Fundamentals (cont’d)
• Promotion delivery channels
• Online pushed to viewer
• Offline using traditional promotion
channels
• Oneline linking online and offline
– Internet advertisements in elevators, taxi cabs,
other forms
• Create buzz (positive word-of-mouth)
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12–6
Promotion Issues
• Consumers exert control
–
–
–
–
Ignore or close promotion windows
Opt-out of receiving promotions
Purge cookie file
Ad-cutting software
• Aggressive tactics can be counterproductive
– Spawning pop-ups, pop-unders, pop-behinds
– Streaming audio
– Trapping
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12–7
Promotion Issues (cont’d)
• Oneline promotion integrates,
coordinates online and offline
• Focused promotions help cut through
growing online promotion clutter
• Web clutter makes driving traffic to sites
more difficult
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12–8
Promotion Issues (cont’d)
• Search engine advertising
– Highly contextual
– Early stages means opportunities
• Search Engine Optimization
• Title tag; Meta tags; keyword integration; update
site; network site; all pages
• Online promotions criticized
–
–
–
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Highly visible, intrusive
Blocks access to a web site
Slows download times
Children, other vulnerable targets
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12–9
Advertising Applications
• Banner ads still most commonly used
• Search engine advertising gaining ground
• Other forms: sponsorships, rich media,
minimovies (cybermovies), yellow pages,
classifieds, webcast ads
• Metrics: CTR, CPM, CPC, CPA
• Disputes over metrics continue
– Standardization beginning to have an effect
– Discredited: hits, eyeballs, and other poorly
measured metrics
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12–10
Sales Promotions and Permission
Email Marketing
• Sales promotions, particularly coupons,
popularity growing
• Permission email marketing
– Can be short-term
– Longer term strategy is more desirable
– Some states and EU moving against unsolicited
email (spam)
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12–11