Transcript Chapter 6 PowerPoint (part 1)

COMM 3353:
Communication
Web
Technologies I
Chapter 6a:
Web Marketing
and Public
Relations
www.class.uh.edu/comm/classes/comm3353/ppt/_Pres6a.html
Web Marketing and Public
Relations
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Marketing on the Web
The Four P’s and C’s of Marketing
Security and Privacy Issues
Market Research
Marketing on the Web
 Shopping on the Web is a relatively new
and exciting way to purchase goods and
services.
 The need to present customers with a
more convenient purchasing method
while increasing name recognition and
sales has led marketers to sell their
products on line.
Marketing on the Web, Continued…
 The web makes it easy to. . .
 Target Consumers.
 Site-specific advertising.
 Demonstrate products.
 Shareware, free subscriptions, etc. . .
 Engage in sales transactions.
 eCommerce, validation and submission.
 Gather information.
 Tell us about yourself. . .
 Where does all that information go?
Marketing on the Web, Continued…
 To Go Online or Not To Go Online?
 The Web is a cost-effective global market place.
 Eliminates time and geographical boundaries.
 The Web can provide new opportunities to businesses with
limited resources.
 Especially advantageous to small companies.
 Anyone can create a web site. . .
 Marketers recognize the great opportunity the Web
provides and are developing creative and innovative ways
to attract market share.
Marketing on the Web, Continued…
 To Go Online or Not To Go Online, Continued.
..
 Achieving Web Development Goals and
Strategies:
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What’s the site’s purpose?
Can the goals be reached?
How will the objectives be measured?
Who is the online audience?
How can the target audience be reached?
Which products will be displayed online?
Marketing on the Web, Continued…
 Achieving Web Development Goals and
Strategies, Continued. . .
 How will online purchases and distribution be
handled?
 What’s the site’s design and maintenance
budget?
 How many pages should be included in the
site?
 How much interactivity should be incorporated
in the site?
Marketing on the Web, Continued…
 Types of Commercial Web Sites
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Billboards
Storefronts
Trading Posts
Libraries and Directories
Funhouses
Marketing on the Web, Continued…
 Billboards
 Text-heavy sites that contain little (if any)
interactivity.
 Provides basic, plain-text information.
 Storefronts
 Multi-layered.
 Product-oriented.
 Generally posted for increased revenue.
Marketing on the Web, Continued…
 Trading Posts
 The Web’s version of a “Marketplace.”
 Purchases generally take place through a
“middleman” who earns a commission.
 (e.g. Auto-By-Tel)
 Libraries and Directories
 (e.g. New York Times)
 Document archiving
 Provides direct links information
Marketing on the Web, Continued…
 Funhouse
 Games
 Contests
 Interactive Amusement
 (e.g. Joe Cartoon)
 Considered Value-Added Web Content, but
differs because this is its primary mission.
 There is a distinction
Marketing on the Web, Continued…
 Costs of Establishing and Maintaining a
Web Site
 Start-up costs vary widely
 Mission
 Hardware
 Software
 Salaries
Marketing on the Web, Continued…
 Costs of Establishing and Maintaining a Web
Site, Continued. . .
 Establishing a presence on the Web is a long-term
investment.
 May take a great deal of time to realize any profit, if any
at all.
 Sites are generally created now because “everyone else
is.”
 In actuality, a Web Presence increases brand name
recognition, thereby reaching a greater audience.
Marketing on the Web, Continued…
 Is Anyone Making Money?
 In 1997, there were 50 new millionaires
born everyday in Silicon Valley because of
the Web.
 Online proprietors need to be flexible and
willing to act quickly with the changing
technology.
 With planning, originality, and creativity,
online commerce is significantly profitable.
Marketing on the Web, Continued…
 Is Anyone Making Money, Continued. . .
 Two Methods of Web Profit:
 DIRECT and INDIRECT
 Direct Method:
 The Web is the primary source for income of the organization.
 (e.g. eToys)
 Indirect Method:
 The Web is indirectly responsible for increased income of the
organization.
 (e.g. Federal Express, package tracking)
The Four P’s and C’s of
Marketing
 The Traditional Market Plan
 Target Market
 Group of stakeholders with similar needs and
wants.
 Target Marketing
 Sales effort put forth to attract business from a
Target Market.
The Four P’s and C’s of
Marketing, Continued…
 Elements of the Traditional Marketing Mix
(The Four P’s):
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Product
Place
Price
Promotion
The Four P’s and C’s of
Marketing
 With the advent of the Web as a new market
place, and the fact that traditional Mass Media is
changing, classical thought must give way to new
ideas.
 New ways of delivering information gives
marketers much more opportunity to reach
customers.
 Many marketing experts agree that the Four P’s
do not work in today’s marketing environment.
The Four P’s and C’s of
Marketing, Continued…
 New elements of the Marketing Mix
(The Four C’s):
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Product replaced by Consumer Satisfaction
Pricing replaced by Cost
Place replaced by Convenience
Promotion replaced by Communication
The Four C’s model is more consumer oriented where
as the Four P’s model is more production oriented.
 Four P’s model allows for new technologies.
The Four P’s and C’s of
Marketing, Continued…
 Integrating Product and Consumer
Functions on the Web.
 Relationship Marketing.
 A friendly relationship, established or perceived
by the consumer, keeps the consumer coming
back for more.
 Value-Added Content.
 Games, puzzles, or giveaways will keep
visitors interested in the site, causing frequent
return visits.
The Four P’s and C’s of
Marketing, Continued…
 Pricing and Cost Components of Web Marketing.
 Online Revenue Models
 1) Direct Sales.
 Company sells its existing product line from it’s web site.
 2) Advertising.
 Company sells advertising space on it’s web site.
 3) Subscriptions.
 Company charges the user for access to it’s web site.
 4) Fees for Service.
 Company charges users for special services.
The Four P’s and C’s of
Marketing, Continued…
 The Web as a Place--Convenience
 Quicker, safer, and can offer great deals…
 Virtual stores are becoming viable
distribution centers.
 $13 Billion in revenue in 1997 alone.
 What works and sells online. . .
 Books, computer junk, music, and clothing.
The Four P’s and C’s of
Marketing, Continued…
 Tenagra’s Web Sales Criteria
 Products that sell on the web should meet at least one
of the following:
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1) It appeals to the technologically savvy.
2) It is a computer-related item.
3) It appeals to a broad segment of eMarket.
4) It appeals to a wide geographic audience.
5) It’s a specialty item that can be difficult to locate.
6) It’s purchased based on information, not hyperbole.
7) It’s cheaper to buy on the internet.
8)The product sells for less than $20.
The Four P’s and C’s of
Marketing, Continued…
 Cyber-Promotion and Communication
 Promotion:
 Cyber Marketers reach target audiences by
providing around the clock ordering and
information, as well as instantaneous feedback.
 Push Marketing:
 Push technology that allows marketing
information to reach certain market segments
based on consumer/user interests.
The Internet and the
World Wide Web
• End Chapter 6,
Part I.