Lesson 8
E-PROMOTION
What is a Small Business Entrepreneur?
Entrepreneur n. a business man
or woman of positive disposition who
attempts to make profit from opportunities
by risk, initiative and guidance from
2-small-business-resource.com
SESSION OBJECTIVES
ROLE OF PROMOTION INTERNET AND PROMOTION ASSESSING WEB-SITE EFFECTIVENESS EMERGING INTERNET TRENDS
PROMOTION
PROVISION OF INFORMATION TO ASSIST CUSTOMER
WHOLE RANGE OF TECHNIQUES:
– PERSONAL SELLING– ADVERTISING– PUBLIC RELATIONS– SALES PROMOTIONS– COLLATERAL ACTIVITIES– DIRECT MARKETING– SPONSORSHIP
SALES PROMOTION IS ABOUT OFFERING TEMPORARY VALUE
NUMBER OF SITES WHERE ONE CAN ACQUIRE COUPONS
PERSONAL SELLING IS EXPENSIVE HEWLETT PACKARD USING I.T. TO
ENHANCE SALES OPERATION
DATABASE LINKING INFORMATION TO IMPROVE CUSTOMER KNOWLEDGE AND INFORMATION FLOW
REDUCED MARKETING COSTS, INCREASED SALES AND RE-DIRECTED SOME CUSTOMERS TO TELE-SALES OPERATION
STAUFFER FEELS INTERNET CHANGES ROLE OF SALES FORCE
TWO CATEGORIES ~ COMMODITIES WHERE PRICE DETERMINES AND USE INTERNET NOT SALES FORCE TO HANDLE
CATEGORY 2 REQUIRE COMPLEX INFORMATION USING INTERNET TO SUPPLY LEAVING SALES FORCE FREE TO ADVISE
BERTHON SUGGESTS INTERNET A CROSS BETWEEN PERSONAL SELLING, TRADE SHOW AND BROADCAST
LEONG FEELS MAIN FEATURE IS AS ON-LINE CATALOGUE
BETTER PHILOSOPHY OF DECIDING HOW INTERNET CAN ASSIST PURCHASE DECISION PROCESS
FIGURE 8:1 INTERNET PROCESS MODEL AND ASSESSMENT TOOLS
CHANGING FACE OF NET
BERTHON SUGGESTED:– RELATIVELY EASY TO CREATE– LOW COST– NO BARRIERS TO ENTRY
REALITY MAY HAVE APPLIED IN EARLY YEARS LARGE FIRMS NOW SPENDING FUNDS TO
DOMINATE CHANNEL FIRST EMERGENCE WAS INCLUSION OF
“BANNER ADVERTISEMENTS” ON MAJOR WEB-SITES
BANNERS CAN RAISE BRAND AWARENESS EFFECTIVENESS IMPACTED BY WILLINGNESS
OF USERS IF SEE BANNER IS IMMEDIATELY RELEVANT
FORRESTER ESTIMATES BANNER SPEND WILL RISE TO $33 BILLION IN 2004 ($10 BILLION IN 2000)
MAJOR BRANDS CREATING WEB-SITES (E.G. LEVER DOVE SOAP SITE)
P&G ALSO PROVIDING INFORMATION SITES (E.G. HEALTH GUIDANCE ON PAMPERS SITE)
MAJOR BRANDS HAVE ADVANTAGE OF RECOGNITION AND QUALITY RE-ASSURANCE
MAJOR BRANDS CAN AFFORD HEAVY OFF-LINE AND ON-LINE SPEND
BUT IF USERS PRICE ORIENTATED SITES NEED TO OFFER OTHER BENEFITS (E.G. SPECIALIST INFORMATION)
ALTERNATIVELY SITE OFFERING COMPARATIVE PRICE INFORMATION
INTERNET MEASUREMENT
ALL MEDIA REQUIRE ABILITY TO ASSESS IMPACT AND AWARENESS (SITE CENTRIC)
WEB SERVERS CAN TRACK PAGE REQUEST BUT RARELY IDENTIFY SITE VISITORS
WEB-SITES ALSO HAVE PROBLEMS MEASURING “BACK CLICKING”
USER MAY TERMINATE BEFORE DOWNLOADING OF PAGE OCCURS
SOME WEB-SITES NOW CREATING USER PANELS (METERS ON COMPUTER = USER CENTRIC)
CAN MEASURE REACH (= COVERAGE) AND FREQUENTLY BASE IS VISITED
MOST ADVERTISERS PAY FOR NUMBER OF VISITORS TO WEB-SITE (= PAGE IMPRESSIONS)
SOME ADVERTISERS WANT “CLICK THROUGH” TO THEIR SITE FROM BANNER, NOT PAGE IMPRESSIONS
INTERNET TRENDS
APPARENT BANNERS NEED FREQUENT UP-DATES
MOVE TO LINK BANNERS WITH OFF-LINE PROMOTIONAL CAMPAIGNS
AS TECHNOLOGY IMPROVES, ABILITY TO INCLUDE GRAPHICS AND INTERACTIVE CAPABILITIES
ADDING MORE DETAILED EDITORIAL TO SITES
USE OF A.I. SOFTWARE TO ANALYSE VISITOR PROFILES AND MATCH MESSAGE TO CUSTOMER GROUP
NATURE OF TRENDS CREATING PROBLEMS FOR ADVERTISING AGENCIES HAVING QUALIFIED “NET PLANNERS”
FIGURE 8:2 PROMOTIONAL PLANNING PROCESS
INTERNET CREATES NEW OPTIONS FOR PROMOTIONAL PLANNER
USE TO COVER CUSTOMER TARGETS NOT REACHED BY OFF-LINE PROMOTIONS
COMPLIMENT OFF-LINE DIRECT MAIL CAMPAIGNS
PROVIDE COVERAGE IN NEW OVERSEAS MARKETS
Reasons to join 2-small-Small-business.com
To get FREE marketing content To become an entrepreneur To get these benefits To get discounts on our services To get FREE software
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