Session 7: Internet Marketing

1
Session 7 Internet Marketing

• GBA 633

2
Internet Marketing Uses

• Sending messages
• Transferring files
• Monitoring news opinions
• Searching browsing
• Posting, hosting presenting information
• Advertising

• Public relations
• Sponsorship
• Sales promotion coupons, contests
• Direct sales
• Virtual exhibitions
• Marketing research
• Intranets and extranets

3
Internet ServicesOffered by Marketing Agencies

• Building databases
• Designing e-mail campaigns
• Creating fun and innovative games
• Creating incentive programs
• Translating documents, catalogs, etc., for the
  Internet
• Adding Web site graphics

Source Ellisor, Business-to-Business Offer WWW
Opportunities, Houston Business Journal,
(September 17, 1999), Vol. 30, No. 7, p. 18B.
4
IMC Functions of the Internet

• Advertising
• Sales support
• Customer service
• Public relations
• E-commerce (Retail store)

5
Internet Advantages

• Saves money
• Stretches marketing budget
• Saves time
• Second way to buy
• Low pressure
• Rich information
• Interactive

• Real time communication
• Instant global reach
• Low barriers to entry
• Equal access
• Continuously available

6
E-Commerce Components

• Catalog
• Shopping cart
• Payment procedure

7
E-Commerce Incentives

• Security Issues.
• Secured sites
• Experience
• Purchase Behavior habits.
• Financial incentive
• Cyberbait
• Convenience-based incentive
• Value-added incentive

8
Business to Business E-Commerce

• Re-buy situations
• Brand name
• Requires incentives
• Financial
• Convenience
• Value-added
• Online exchanges and auctions
• Store or warehouse locator

9
International E-Commerce

• Worldwide sales
• Watch for
• Communication barriers
• Cultural differences
• Shipping of merchandise
• Internet capabilities
• Payment procedures
• Web sites in different languages.
• Call centers.

10
What drives People to a New Site?

• Internet content search (38)
• Word-of-mouth (30)
• Internet banner (20)
• Television ad (7)
• Print ad (5)

Source Don Jeffrey, Survey Details Consumer
Shopping Trends on the Net, Billboard, (May 29,
1999), Vol. 111, No. 22, p. 47.
11
Why Dot.Com Print Ads Fail to Grab and Holder
Attention
Research Study by Roper Starch Worldwide
(November 13, 2000 Http//www.roper.com/news/cont
ent/news221.htm.

• Lack visual power.
• Ambiguous illustrations that require too much
  time and effort to understand.
• Often is not legible.
• Contains no optimum flow.
• Tends to ignore the readers question, whats in
  it for me?

12
B-to-B Techniques to Boost Web Site Awareness

• Putting the Web address on printed materials and
  promotional items. (91)
• Advertising in trade journals. (74)
• Registering the Web site with search engines for
  key words. (72)
• Buying banners on other sites. (25)

13
The Internet and the IMC

• Branding
• Support brand image
• Cyberbranding
• Brand spiraling
• Halo brand effect
• Brand loyalty
• Easier to communicate
• One-on-one communication

14
The Internet and the IMC (cont.)

• Sales support
• Provide information.
• Qualify prospects.
• Provides history.
• Customer Service
• Reduce cost
• FAQs
• E-mail questions
• Access buyers database for product and service
  information.
• Consumer promotions

15
Direct Marketing

• Ideal medium
• Interactive marketing
• Web content
• Promotions
• E-mail
• More access
• Viral marketing

16
Clues to Poor Design

• Clueless banners
• Slow loading front page
• Numerous screens
• Too many words
• Too technical
• Hard to navigate
• Out of date
• Nosey
• Hard to change

17
Tips to Creating Winning Web Sites

• Decide strategic purpose.
• Easy access and quick loading.
• Written content should be precise.
• Content is key.
• Graphics should support content.
• Make an offer to encourage a response.

• Ask for site evaluation.
• Provide easy to use navigation links on every
  page.
• Use gimmicks to gain attention at the beginning.
• Change web site on a regular basis.
• Measure results continually.

Source Based on Ray Jutkins, 13 Ideas That
Could Lead to Successful Web Marketing,
Advertising Ages Business Marketing, (June
1999), Vol. 84, No. 6, p. 27.