The Internet and Interactive Media

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The Internet and Interactive Media
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Growth in Advertising Expenditures on the Internet
1969 - ARPANET
1969 - ARPANET
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Godaddy.com Offers Affordable Web Presence
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The Website
Web Design Issues
Contact
Commerce
Construction
Communication
Content
Community
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Internet Communications Objectives
Create Awareness
Generate Interest
Objectives
Disseminate Information
Create a Strong Brand
Create an Image
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Snapple Uses the Internet to Create Interest
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A Website Used for Image Building
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Internet Sales Objectives- E-commerce
The direct selling of goods and services through
the Internet
The direct selling of goods and services through
the Internet
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E-Commerce on the Web
E-Commerce
Rapid growth rates likely to continue
Fast growth in downloadable purchases
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ebay Is a Well Known E-Commerce Site
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Integrating the Internet into an IMC Program
Advertising
Sales Promotions
The Internet site should be integrated with
Personal Selling
Public Relations
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Integrating the Internet Advertising Part 1
Banners
Sponsorships
Internet Advertising Has a Variety of Forms
Pop-ups/Pop-unders
Interstitials
Push Technologies
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Typical Banner Ads
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Integrating the Internet Advertising Part 2
Paid Search
Behavioral Targeting
Internet Advertising Has a Variety of Forms
Contextual Ads
Rich Media
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Rich Media
A broad range of interactive digital media that
exhibit dynamic motion, taking advantage of
enhanced sensory features such as video, audio,
and animation.
Online Commercials
Video on Demand
Video on Demand
Webisodes
Webisodes
Other Forms
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Additional Internet Advertising Forms
Latest Media
Really Simple Syndication (RSS)
Podcasting
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Sales Promotions Are Common on Websites
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Personal Selling on the Internet
May Replace Personal Selling
Vastly increases potential reach
Reduces high cost of personal calls
May Enhance Personal Selling Efforts
May improve one-on-one communications
Provides quick, easy, information to prospects
May help to enhance customer data bases
May help to enhance customer data bases
May be a source of leads
May stimulate trial of the goods or service
May stimulate trial of the goods or service
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Public Relations on the Internet
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Philanthropists on the Web
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Direct Marketing and the InternetDirect Mail
(Email)
Highly targeted
Often used by catalogers
Direct Mail (Email)
Relies on email lists
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Infomercials on the World Wide Web
Infomercials
Program content similar to television, cable or
satellite
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Internet Advantages and Disadvantages
Advantages
Disadvantages
Target Marketing
Measurement problems
Target Marketing
Measurement problems
Message Tailoring
Annoyance
Message Tailoring
Annoyance
Interactive Capabilities
Clutter
Interactive Capabilities
Clutter
Information Access
Potential for deception
Information Access
Potential for deception
Sales Potential
Privacy
Sales Potential
Privacy
Creativity
Poor reach
Creativity
Poor reach
Exposure/Speed
Irritation
Exposure/Speed
Complement to IMC
Complement to IMC