Transcript Lecture 21 x

Lecture 21
E-Marketing
E-Marketing Communication Tools
Instructor: Hanniya Abid
Assistant Professor
COMSATS Institute of Information Technology
Objectives
 After this lecture, you will be able to know:
 marketing public relations,
 sales promotions,
 direct marketing, and
 personal selling.
Renault’s PR initiative
 In 2010 Renault launched a new range of zero-emission
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vehicles.
Their marketing objective was to get people talk about the
range
They created links with opinion leaders and reached
influencers.
Arranged a special meeting with 13 bloggers from Europe
As a result 22 articles were created across blogs.
900,000 exposures to the messages were generated
Renault used Influencer Outreach to support product
launch
Marketing Public Relations (MPR)
 Public relations includes activities that influence public
opinion and create goodwill.
 “Public Relations is about reputation – the result of what you
do, what you say and what others say about you. Public
Relations is the discipline which looks after reputation, with the
aim of earning understanding and support and influencing
opinion and behaviour. It is the planned and sustained effort to
establish and maintain goodwill and mutual understanding
between an organization and its publics” – UK’s Chartered
Institute of Public Relations, 2012
Online PR
 Online PR leverages the network effect of the Internet.
 Mentions of your brand or site on other sites are
powerful in shaping opinions and driving visitors to your
site.
 The more quality links there are from other sites to your
site, the higher your site will be ranked in the natural or
organic listing of search engines.
Online Influencer Outreach
 An important activity to identify companies or
individuals with a strong online following and then use
these partners to influence an audience.
Online reputation management
 Minimizing unfavourable mentions – e.g. Monitoring and
influencing conversations in blogs and social networks
through Online reputation management is also a key
activity
Four key differences between online
PR and Traditional PR
 The audience is connected to organisations.
 The members of the audience are connected to each other.
 The audience has access to other information.
 Audiences pull information
Online PR Activities
 Communicating with media
 Link building
 Blogs
 Managing how your content is presented on third-party
websites
 Creating a buzz
Online PR
1. Online PR is maximizing favourable mentions of
your company, brands, products or web sites on thirdparty web sites that are likely to be visited by your target
audience.
2. An important part of this is online reputation
management, which is controlling the reputation of
an organization through monitoring and controlling messages
placed about that organization.
Online PR
3 There are four main differences between online PR
and traditional PR: the audience is connected to the
organizations; the members of the audience are connected to
each other; the audience has access to other information;
audiences pool information.
4 Activities that can be considered as online PR
include: communicating with media (journalists)
online; link-building; blogs and RSS feeds; managing how
your brand is presented on third-party sites; creating a buzz –
viral marketing.
Creating Business Blogs And Feeds
Web logs or ‘ blogs ’ are best known as an easy
method of publishing personal web pages which
are online journals or diaries. But the power of business
blogs, which are created by people within an
organization, is often underestimated.
Creating Business Blogs And Feeds
The main blogging tools for marketing blogs in rough
order of popularity are:
1 Movable Type ( www.movabletype.org ) from Six
Apart is a download for management on your
servers. Paid service.
2 Typepad ( www.typepad.com ), also from Six
Apart who offer as an online service similar to
most of those below which is easier for smaller
businesses. Paid service.
Creating Business Blogs And Feeds
3 Blogger ( www.blogger.com ), purchased by
Google some time ago – the best free option?
4 Wordpress ( www.wordpress.com ) – open
source alternative for download. Highly
configurable. Used by many personal bloggers.
5 Other open source CMS are more often used for
corporate sites, e.g. Plone, Drupal and Mambo or
corporate content management systems such as
Microsoft Office SharePoint server.
Creating Business Blogs And Feeds
● Showcases a company ’s expertise on a topic –
commonly used by analysts, example for Forrester
Marketing blog ( http://blogs.forrester.com/marketing ).
Blogs can also showcase the quality of a suppliers data,
the approach taken by Hitwise ( http://hitwise.com ).
Creating Business Blogs And Feeds
● Gives the company views on issues, so useful for
reaching journalists who today scour the web for
stories, for example CIPR blog, PR Voice
(http://prvoice.typepad.com/pr_voice/ ).
● Can help attract visitors from searchers on the
different categories that are blogged on, for
example B2B Marketing Agency-B2B
International ( www.b2binternational.com/b2b-blog )
has a great blog
Creating Business Blogs And Feeds
 Business blogs can be created by individuals, but they are
often best with features from different columnists on
different types of topics.
 This way, different columnists can specialize on different
features or viewpoints just as for a magazine. If you think
this way, they are a means of making an e-newsletter
more interactive and more topical.
 Blogging software is incredibly good value, with many
free tools. It is relatively cheap if setup on a separate
domain.
Creating Business Blogs And Feeds
The blogging format enables the content on a website to
be delivered in different ways.
We’ll use the e-consultancy blog as an example, since this has a lot of
rich content which can be delivered in different ways:
● By topic (in categories or topics to browse) – example – online PR
category
● By tag (more detailed topics – each article will be tagged with
several tags to help them appear in searches) – example ‘ blogs and
blogging ’ tag
Creating Business Blogs And Feeds
● By author (features from different columnists who can
be internal or external) -e.g. guest column from
Andrew Girdwood on SEO
● By time (all posts broken down by the different methods
above are in reverse date order).
This shows the importance of having a search feature on
the blog for readers to find specifics – this is usually a
standard feature.
Creating Business Blogs And Feeds
 These features are great from a usability viewpoint since
they help visitors locate what is most relevant to them.
 They are also great for SEO, since they provide pages
focused on a particular topic, e.g. online PR, which are
regularly updated with fresh content.
Creating Business Blogs And Feeds
 We think there are surprisingly fewer good examples of blogs used
in consumer space. The key difference here is there are great
opportunities for getting non-company people to blog.
 Here are some examples:
● Amazon.com now has blogs for its ‘ artists ’.
● The Telegraph has recently enabled users to create their own blogs, so
helping increase engagement and generate content on additional
topics .
Creating Business Blogs And Feeds
 Thomson Holidays have a blog (
http://thomsonholidays.blogs.com/my_weblog ) which
gives a more visual way of showcasing new offers and
packages than flat plain press releases.
 Celebrity fashion store ASOS has a blog (
http://blog.asos.com ) discussing new ranges and fashions.
 Ford created a soap opera blog –Where are the Joneses .
Creating Business Blogs And Feeds
There are also risks to blogs which may have put many
companies off blogging, but these can be countered:
1 Damage to reputation. Non-company staff or even
company staff can write negative posts or comments
or defame others – moderators are needed or a signup
process which limits contributors. Alternatively,
comments can even be switched off although you lose
the benefits of interactivity.
Creating Business Blogs And Feeds
2 SEO spam.The Thomson blog has some SEO spam comments
with links in the post name to other sites. The impact of these
can be limited by using captchas to prevent signup and using the
rel ‘nofollow ’ tag on hyperlinks, or preventing hyperlinks.
Creating Business Blogs And Feeds
3 Poor levels of traffic. If you prominently label your
blog on your site then you should get a proportion of
traffic to visit and maybe they will bookmark the blog.
Blogs often get bookmarked more than the main
company site since visitors want a reminder to return.
Blogs should attract natural search activity, but as with
any SEO activity they require thekeywords of posts to
reflect searcher behaviour and they need work to attract
links-in.
Sales Promotion Offers
 Sales promotions are short-term incentives that
facilitate the movement of products to the end
user.
 Coupons
 Rebates
 Samples
 Contests, sweepstakes, and games
 Sales promotions do not help build customer
relationships in the long term.
Direct Marketing
 Direct marketing is direct communication designed to
generate a response.
 Online techniques include:
 Outgoing e-mail.
 Targeted online ads that solicit a direct response.
 Text messages or Short Message Services (SMS).
 Multimedia and instant messages.
E-Mail
 E-mail, used by 89% of Internet users, is the
Internet’s killer application.
 75% of marketers invest in e-mail campaigns.
 E-mail has advantages over postal direct mail
marketing.
 No postage or printing costs.
 Immediacy and convenience.
 E-mails can be automatically individualized.
 E-mail also has disadvantages.
 Unsolicited e-mail (spam).
 Effective lists are hard to obtain and maintain.
Metrics for Electronic and Postal Mail
Permission Marketing: Opt-in, Opt-out
 When consumers opt-in, they are giving permission
to receive commercial e-mail.
 Marketers should obtain lists that are guaranteed to
be 100% opt-in.
 Opt-in techniques are part of a bigger marketing
strategy called permission marketing or “turning
strangers into customers.”
Viral Marketing
 Viral marketing is the online equivalent of “word of
mouth” marketing.
 Hotmail is a viral marketing success story.
 Movies such as BlairWitch Project and American Psycho
were promoted using viral marketing techniques.
 Burger King’s Subservient Chicken campaign drew
14 million visitors in the first year.
Text Messaging
 Short Message Services (SMS) are up to 160
characters of text sent over the Internet with a cell
phone or smartphone.
 Marketers can build relationships by sending
permission-based information where consumers
want to receive it.
 SMS use continues to grow in all industrialized
nations.
Location-based Marketing
 Location-based marketing includes promotional
offers pushed to mobile devices and based on the
user’s physical location.
 Google is on the leading edge with its local search.
Direct Marketing Metrics
 Response rate and ROI are the most appropriate
metrics for direct marketing campaigns.
 E-mail receives a widely varied and generally low
click through rate, but the highest ROI of any direct
media.
 In a study of SMS campaigns, 94% of messages were
read by recipients and 23% showed or forwarded
messages to a friend.
Spam
 Spam is unsolicited e-mail.
 The CAN-SPAM Act appears to have little ability to
stop spam.
 Spammers routinely harvest e-mail addresses from
newsgroup postings and then spam the members.
Personal Selling
 Personal selling involves real time conversation
between a salesperson and customer, face-to-face, by
telephone, or by computer.
 Some companies provide real time sales assistance
online.
 Land’s End has a live chat feature.
 The Internet can also generate leads for salespeople.
IMC Metrics
 Display ads are generally ineffective. Only 0.2% of
all users click on them.
 Online ads that were bigger or contained rich media
delivered greater impact.
 There is increasing evidence that online and offline
advertising work well together.
Summary
 Online PR
 Direct Marketing
 Direct Marketing & IMC Metrics
A last thing for you to do
 Find out some ways for Online reputation management