Internet Strategies

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Internet Strategies

• MKTG 340
• Maureen OConnor

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Interactive Strategies consist of

• 1. Commerce on the web
• The activities involved with offering and selling
  products via the web
• 2. Information Sharing
• The activities designed to build relationships
  and involvement between the brand and the consumer

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Web commerce

• Key elements
• Catalog/merchandise display
• Shopping cart
• Payment system, i.e. paypal
• Customer service information
• Advertising and promotions
• Key incentives
• No or low shipping costs
• Convenience
• Special merchandise
• entertainment

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Information sharing

• Key tactics
• Blogs
• Comments by consumers about a product or service
• Must be monitored by marketer to keep tabs on
  consumer sentiment to head off potential issues
• Marketer-generated blogs can sometimes work well
  as a way to gather important consumer information
• Nielsen Blogpulse

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Information sharing (cont)

• Social media (Facebook, Twitter)
• Creates a platform for linking a brand to a wider
  social community
• Message is distributed at no cost through a
  friend network, which has the added benefit of
  credibility
• Early research shows that Facebook friends value
  brands pages that offer promotions or incentives
• Offers immediate feedback

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Information sharing, (cont)

• Email
• Is most effective when it relies on complex
  analytics ti understand what the consumer is
  doing on your website, and where the consumer is
  in the AIDA process
• Can capture abandoned online shoppers with
  targeted approaches that lead to higher
  conversion rates
• Provides alerts and reasons to visit a website
• Is an important element in customer relationship
  management

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Information sharing (cont)

• Viral marketing
• Creating a message about the product that the
  consumer finds entertaining or informative enough
  to pass along generally through YouTube

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Online advertising strategies

• Search engine optimization
• Increasing the probability that your company will
  emerge at the top of a search.
• Estimates say that 80 of web traffic begins with
  a search
• Research shows that a company that comes up in
  the top 10 f a search will get 9 times the
  traffic
• Google ad words is a paid search advertising
  provider. Can also use to buy display ads that
  come up following a search
• On the following screen, the first three items in
  search and the display ads on the right column
  are purchased search engine advertising

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Online advertising

• Brand spiralling
• Using a variety of strategies to drive consumers
  to the media-rich website
• Website is a source of commerce, information and
  entertainment
• Creates a rich environment for brand experience
  (customization opportunities, interactive)

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Alternative Advertising

• The imaginative edge of todays advertising
  environment
• Generates impact, creates buzz
• Relies less on traditional media
• Works well for smaller companies with creative
  ideas but no budget

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Alternative advertising

• Buzz marketing
• Generating word of mouth through an organized
  strategy of engaging consumers to spread a
  message (Taco Bell World Series hit a homerun
  here campaign)

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Alternative advertising

• Guerilla Marketing
• The strategy of working with few resources in
  communicating narrowly with creative, interactive
  and often surprising, unexpected tactics.
• Amplifies small budgets, can go viral
• Volkswagen Fun Theory
• Funtheory.com
• Effies award winner Chicago Field Museum

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Alternative advertising

• Alternative venues
• Product placements
• Branded entertainment
• Video games
• Movie advertising
• Transit (subways, escalators, inflight, parking
  lots)
• Clothing
• In-store (shopping carts, instore video, floor
  projections)
• Brand communities (Harley Davidson)