Learning Objectives IMC Strategies Review IMC options for ... · •Review IMC options for Internet...
Transcript of Learning Objectives IMC Strategies Review IMC options for ... · •Review IMC options for Internet...
IMC StrategiesKurt Komaromi
Learning Objectives
• Review IMC options for Internet marketing
• Identify emerging IMC tools
• Discuss effective online IMC tactics
The Role of IMC IMC Goals
• Build brand awareness
• Stimulate desire
• Close sales
Factors Affecting Promotional Mix
Nature of the product
Stage in PLC
Target market factors
Type of buying decision
Promotion funds
Push or pull strategy
Internet IMC Mix
• Advertising
• Marketing PR
• Sales promotion
• Direct marketing
• Personal selling
U.S. Internet Advertising Expenditures 1996-2007
©2009 Pearson Education, Inc. Publishing as Prentice Hall
13-9Internet Advertising
• Keyword search - fastest growing, most important strategy
• Classified ads - second most popular
• Display ads - banners, pop-ups, buttons, skyscrapers, interstitials
Proportion of Advertising Dollars by Format
©2009 Pearson Education, Inc. Publishing as Prentice Hall
13-11
Rich Media Ads• Rich media ads are interactive, at least
offering click-through.
• Rich media ads often use Flash animation to attract attention.
• Many formats can be rich media:
!Banner ads
!Interstitial ads
!Floating ads
!Pop-up and Pop-under ads
13-12
Transition and Floater Ads
• Transition ads appear while other content is loading.
• Interstitials are Java-based ads that appear while content is loading.
• Superstitials are video-like ads that appear when a user moves their mouse.
• Shoshkeles are 5-8 second Flash animations that run through a Web page.
13-13E-Mail Advertising
• E-mail advertising is the least expensive type of online advertising.
• Advertisers can purchase space in another firm’s e-mail content.
• E-mail newsletters are a popular type of e-mail advertising.
13-14
• Sponsorships integrate editorial content and advertising
• Partnerships that provide useful content.
• Sponsor disclosure is an important issue for e-marketers.
Sponsorships13-15
Mobile Advertising• Marketing communication techniques for mobile
devices include:
!Free mobile content delivery (marketing public relations).
!Content-sponsored advertising.
!Location marketing.
!Short message services (SMS).
! Applications - utility, entertainment
13-16
• Public relations includes activities that influence public opinion and create goodwill.
• MPR includes brand-related activities, such as online events, and nonpaid, third-party media coverage.
! Web site can serve as an electronic brochure.
!Online events draw traffic to a site.
!Users can download video podcasts on many types of receiving devices.
!Viral marketing helps companies create buzz online.
Marketing Public Relations 13-17
• Sales promotions - short-term incentives that motivate customers to buy.!Coupons
!Rebates
!Samples!Contests, sweepstakes, and games
!Premiums (free or low cost gifts)
• Online promotions deliver 3-5 times higher response rates than direct mail.
Sales Promotion Offers13-18
• Direct marketing includes techniques such as:
!Telemarketing
!Outgoing e-mail
!Postal mail, including catalog marketing
!Targeted online ads that solicit a direct response
!Text messages or Short message services (SMS)
!Multimedia message services (MMS)
!Instant messaging (IM)
Direct Marketing13-19
Permission Marketing
• Consumers opt-in, giving permission to receive commercial messages of interest to them
• Opt-in techniques are part of a bigger marketing strategy called permission marketing, “turning strangers into customers.”
• Lists with opt-in members get much higher response
Seth Godin
Personal Selling
• Most effective strategy for closing
• Flexible positioning of benefits
• Ability to overcome customer objections
E-Selling• CRM systems - track customers
and manage communication
• E-mail promos, newsletters,
• Personal blogs and websites
• Collaborative spaces online
• Web conferencing
• 24/7 accessibility