Interactive Mediacommunication systems that permit twoway communication

1
Chapter 10

• Interactive Mediacommunication systems that
  permit two-way communication
• Believed to be the most persuasive type of
  communication available to marketers, allows
  contact with the company and provides responses
  to inquiries
• Not limited to the Internet also includes
  telephone and e-mail

2
E-Business and Marketing Communication

• E-business
• All the hardware, software, and computer know-how
  that provides a platform for businesses that use
  the Internet to sell products

• Providing information
• Collecting information
• The Internet and privacy

3
The Internet and Marketing Communication

• Internet
• A linked system of international computer
  networks
• Intranet
• Internal communication systems that connect
  employees
• Extranets
• Communication systems that connect a company and
  its employees to key external stakeholders

• Web sites
• Advertising resources
• Search engines
• Search marketing
• B2B ad networks
• Chat rooms
• Blogs

4
Internet Advertising

• Primary Purposes
• Provide a brand reminder message
• Deliver informational or persuasive messages
• Drive traffic to the site

• Types of Internet Ads
• Banner ads
• Skyscrapers
• Pop-ups/Pop-behinds
• Minisites
• Superstitials
• Rich media
• Streaming video

5
The Internet

• The Internet Audience
• The Internet is the leading tool for information
  searching by all ages
• Teens spend more time online than any other age
  group

• Measuring Audiences
• Hits
• The number of times a particular site is visited
• Click-through
• The number of people who click on a banner ad

6
Internet Advertising

• Advantages
• Relatively inexpensive
• Can also deliver business
• Advertisers can customize and personalize
  messages
• Can provide sales leads or actual sales
• Rich media

• Disadvantages
• Inability of experts to consistently produce
  effective ads and to measure ad effectiveness
• Extreme clutter
• Negative attitudes
• Often ignored
• Complex ads load slowly

7
E-Mail Advertising

• Permission marketing
• Spam
• Unsolicited messages sent to e-mail in-boxes
• Highly objectionable
• Worth spammers while

• Opt-in
• Opt-out
• Viral Marketing
• Uses e-mail to circulate a message among family
  and friends
• Some are automatic, others intentional

8
Alternative and New Media

• New Internet Practices
• Brand experiences on the Web
• Companies making their Web sites more engaging
  and entertaining
• Webisodes
• Minimovies on the Web
• Blends advertising and entertainment to attract
  audiences

• Video Games
• Opportunities to create online games as well as
  place products within video games
• Planners and buyers are asking for standardized
  independent data that prove effectiveness

9
Alternative and New Media

• Wireless Communication
• Instant messaging
• Used heavily by teens
• Highly invasive
• Opt-in and viral techniques are best
• Many undiscovered possibilities exist

• Nonelectronic New Media
• Ads appearing in unexpected new places
• Guerrilla Marketing
• Unconventional marketing communication activities
• Intended to get a buzz on a limited budget