Interactive & Alternate Media

Lecture 19

Global growth of

Internet users

since 1995www.internetworldstats.com

Online Marketing Communication

• E-business sites– Ebay– Amazon– Bestbuy– Myshop (local)

• Company websites– Corporate information– Product catalogue– Customer service– Promotions– Brand experiences,

games, contests etc.• Hardee’s Website• Burger King’s Subservi

ent Chicken

Online Marketing Communications

• Search Engines– Search engines

• Yahoo, Google, etc. Search Engine Marketing (SEM)

– Search Engine Marketing (SEM)

– Search Engine Optimization (SEO)

– Example

• Blogs– Paid advertising

(Google ad sense)– Corporate blogs– Interesting articles/

images/ ads– Example

Online Marketing Communication

• The Conventional– Banner– Skyscraper– Popups– Superstitials – Mini-sites & sub-sites– Examples

• Email Advertising– Unsolicited

• Spam

– Permission marketing• Opt-in / Opt-out

– Example

Online Marketing Communication

• Viral Marketing– Any strategy that

encourages individuals to pass on a marketing message to others, creating the potential for exponential growth in the message's exposure and influence

– Consumer as salesman– Examples

• Hotmail• Subservient chicken• Youtube / FB sharing links

Measuring Internet Audience

• Pay-Per-View / CPM– Impressions

• Pay-Per-Click / CPC– Click-through / Click-through rate

• Pay-Per-Action / CPA

Advantages Disadvantages

• Highly interactive• Inexpensive medium• Quick response time• Wide reach• Very targeted

• Clutter• Perceived as irritating• Limited scope (target)

BACK

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Subservient Chicken

BACK

Fly

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