EMarketing and Advertising

1
E-Marketing and Advertising

• Chapter 11

2
Marketing Strategies

• Strengthen brand name
• Increase net traffic
• Build customer loyalty
• Encourage repeat purchases
• Relationship to offline?

3
Nature of the Web

• Individual users
• How they find things
• Search Engines
• Surfing
• Knowledge of company
• Outside advertising in other media
• Shopping malls
• Portal sites

4
Users Doing Their Own Thing

• Will leave at the click of a button
• Need to lure them in
• Pull, dont push
• Pull - creating attractions that draw people in
• Push - in your face, whether you want it or not
• TV is usually push

5
Basic Tools

• Banner ads
• Button links
• Standard links
• Interstitials (pop ups)
• E-mail advertising

6
Superstitials

• New, improved interstitials that download
  politely in the browser's short-term memory so
  that they do not interrupt users.
• Might match the quality of television for
  brand-building advertising on the Internet

7
Rich-media Expanding Banners

• Use technology like Flash, Enliven, Shockwave,
  Java to combine video, audio, animation and
  photographs
• Viewer clicks without leaving original web page
• Allow user to shop, interact
• Take time to download and, at worst, can crash
  the site

8
Other Promotional Tools

• Points programs
• Coupons
• Free samples/trials
• Online focus groups
• Other

9
Affiliate Deals

• Split an advertiser's revenue with the site in
  exchange for free advertising
• Forrester estimates that, by 2004, half of all
  online advertising revenue will be based on
  performance
• Sponsorships or co-branded deals
• How do they work?

10
Traditional Media

• Complementary
• Both ways
• PR

11
Establish a Strategy

• One that works for the company
• Target customers/clients
• Cost/benefit

12
Some Realities

• Customer acquisition costs still high
• Remember convergence wireless
• Contextual marketing
• Use internet to deliver tailored messages and
  information to customers
• e.g. Johnson Johnson Tylenol ads

13
More on Domain Names

• Registration
• New top level domains
• Register

14
Search Engines

• Very important
• Register
• Rapidly evolving

15
Indexing and Promotion Styles

• Keyword Indexing
• picks up words presented as or considered key
• Context Indexing
• searches for repetitive words or themes
• Users see the Web site title and a few words

16
Getting Visitors to Stay

• Web Site Design
• Clean and attractive
• Simple
• Local - 3 click rule
• Responsive - answer questions (e.g. FAQs)
• Excellent - dont cut corners
• Visible - advertise

17
Other Design Concerns

• Consider access types carefully - broadband
• Site evaluation/improvement

18
Personalization

• One-to-one strategy
• Problems

19
Getting Visitors to Buy

• Shopping cart
• Incentives
• Wish lists
• Checkout process

20
To Consider

• Nearly 50 percent of the most sophisticated
  shoppers find items they want online and purchase
  them in stores. That's double the number who
  bundled channels this way in 1999.
• Business 2.0
• Examples
• CircuitCity.com
• Wal-Mart

21
Privacy Ethics

• DoubleClick case
• Schools?