Lecture 8 E-Communication and Advertising Dr. Lucy Ting [email protected].
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Transcript of Lecture 8 E-Communication and Advertising Dr. Lucy Ting [email protected].
Agenda
• What are E-Marketing Tools?
– Characteristics – Objectives
• E-Marketing Tools– Internet
• Online Advertising • Search Engine Optimisation• Viral Marketing
– Interactive TV– Mobile
Agenda• Advertising
– Definition– Functions
• Advertising Management– Advertising Management Process– Advertising Message Strategies
• Rational Appeals• Emotion Appeals• Endorsers
E-Marketing Tools
a.k.a. Digital Mediae-Media Interactive Marketing Communications
Characteristics
• From Push to Pull
– Rather than pushing the message from advisors to customers, prospects and customers is proactive in selection of the message through actively seeking out via e-media.
Chaffey et al. (2006), ‘Internet Marketing: Strategy, Implementation and Practice’, Chapter 8, Harlow Essex: Pearson Education
Characteristics
• From monologue to dialogue
– e-Media enables a interactive dialogue between company and customer
Chaffey et al. (2006), ‘Internet Marketing: Strategy, Implementation and Practice’, Chapter 8, Harlow Essex: Pearson Education
Characteristics• From one-to-many to
one-to-some and one-to-one
– e-Media can tailor and target through mass customisation and personalisation to a small segment of customers or one customer
Chaffey et al. (2006), ‘Internet Marketing: Strategy, Implementation and Practice’, Chapter 8, Harlow Essex: Pearson Education
Characteristics• From one-to-many to
many-to-many
– Customer can interact with other customers via e-media.
Chaffey et al. (2006), ‘Internet Marketing: Strategy, Implementation and Practice’, Chapter 8, Harlow Essex: Pearson Education
Characteristics• From lean-back to
lean-forward
– e-Media can have the undivided attention from the target audience
Chaffey et al. (2006), ‘Internet Marketing: Strategy, Implementation and Practice’, Chapter 8, Harlow Essex: Pearson Education
Characteristics• Changes in nature of
marketing communications
– Brand essence and key concepts become less important and it is detailed information and independent opinions that the user is looking for.
Chaffey et al. (2006), ‘Internet Marketing: Strategy, Implementation and Practice’, Chapter 8, Harlow Essex: Pearson Education
Characteristics
• Increase in communications intermediaries
– There is a vastly increased range of media owners or publisher, such as search engines and industry specific sites.
Chaffey et al. (2006), ‘Internet Marketing: Strategy, Implementation and Practice’, Chapter 8, Harlow Essex: Pearson Education
Characteristics
• Integration
– Traditional media and e-media can be combined and integrated to achieve synergy in communication effectiveness.
Chaffey et al. (2006), ‘Internet Marketing: Strategy, Implementation and Practice’, Chapter 8, Harlow Essex: Pearson Education
Objectives
• Generating brand awareness
• Shaping brand image and brand attitudes
• Generating trial• Creating loyalty
Pelsmacker et al. (2007) & Reicheld and Schefter (2000), “E-Loyalty, Your Secret Weapon on the Web,” Harvard Business Review, 78(4), pp. 105-113
Internet
• Search Engine Optimisation
– Internet is a pull medium and thus high visibility in some web agencies specialists in registering websites becomes crucial
Pelsmacker et al. (2007)
Internet
• Pay-Per-Click (PPC) Search Marketing
– Advertising on large search engines that is triggered by specific key phrase and search terms (contextual)
KeywordsClicks/ Day
Ave. CPC
Cost / Day
Ave Position
CPA @ 10% conversion
Overall 5714 €5.9 €33,317 1.3 €58.4
Insurance 3800 €5.4 €20,396 1.3 €53.7
Car insurance
1700 €6.6 €11,119 1.2 €65.5
Cheap car insurance
210 €8.4 €1,757 1.1 €83.7
Women car insurance
4.1 €10.5 €43 1.0 €105.4
Internet
• Interactive Advertising
– Online advertising takes place when an advertiser pays to place advertising content on another web site.
On-line Advertising Formats
Based on: Elkin, T. (2003), ‘Size matters; so does prize’, Advertising Age, January, 13; Dynamic Logic (2001), ‘Branding 101: an overview of branding and brand measurement for online marketers’, www.dynamiclogic.com
Internet
• Viral Marketing
– Also called “word-of-mouse” advertising; it is a set of techniques that is to advocate consumers among the target group to promote their favourite band to friends and relatives
