MISS SAKINAH SHUKRI @MSUMALAYSIA

To consider the differences between new and traditional media.

To understand how a website can be used in a company’s marketing activity.

To understand the concept of E-commerce.

To understand the concept of SEO and PPC.

To consider different forms of online advertising.

To understand how social media can be used in a company’s marketing activity.

To consider different online promotional mix activities.

The internet is providing a wide variety of activities for marketing

Activities are impacting on business strategy, marketing channel structures, consumer relationships and marketing communications mix

The Internet impacts upon marketing in 2 main ways:1) Distribution2) Communication

Traditional Media

One – to – many

Greater monologueActive provisionMass marketingGeneral needBrandingSegmentation

New Media

One – to – one and Many to manyGreater dialoguePassive provisionIndividualised marketingPersonalisedInformationCommunities

“Websites are cornerstone of Internet activity” – Fill, 2009

Websites can be product-oriented or corporate-oriented

Karayanni and Baltas, 2003

Website Characteristics

Interactivity

NavigationMultimedia

design

Content

2 minute activity

Discuss with the people next to you good websites you have visited. Consider the aspects of website design in previous slide

Rayport and Jaworski, 2004

Type of Community Explanation

Context Layout and design of website

Content Text, sound, pictures and video material

Community Site enabled user-to-user comms

Customization Site facilities to tailor itself to user needs

Communication The ways in which 2 way communication is enabled

Commerce Ability to enable commercial transactions

Connection The number of other linked sites

Simple layout

Content is clear and concise

Customized to each customers needs

Communication between buyer and

seller

E-commerce

Easy navigation

Buying and selling of products or services over electronic systems - the Internet

E-commerce requires the following technologies:

- Electronic funds transfer

- Supply chain management

- Online transaction processing

- Electronic data interchange (EDI)

- Inventory management systems

- Data collection systems

SEO - Search engine optimization is the process of improving the visibility of a website or a page in search engines via the organic search

PPC - Pay per click is an Internet advertising model used to direct traffic to websites - advertisers pay the publisher when the ad is clicked

Google

crawlers

Online advertising needs to be planned and managed in same way at traditional media.

Different forms of online advertising include:- Banner ads- Pop-ups- Micro-sites- Email- Rich media banner ads

Banner Ad

Facebook, Twitter, Blogs, Youtube, Forums/Chat rooms Web-based and mobile technologies Turns communication into interactive dialogue Allows the creation and exchange of user-generated content Social media has substantially changed the way organizations,

communities, and individuals communicate

Properties of Social Media:

1. Reach

2. Accessibility

3. Usability

4. Immediacy

5. Permanence

Develop relationships with customers – engagement To be seen as experts in their industry Talk with other experts online Campaigns – for product launches etc Increase social reach – maybe target a different audience Attract new customers Support offline campaigns Communicate with customer directly Innovation – keeping with the times Public relations activity

Competitions Customer service advise Sign up to newsletter Speaking with customers directly to develop relationships Integrated fully with Twitter and Blog

What companies have you seen using Facebook well? How are they using it?

Answering customer queries Dealing with customer complaints and issues – reputation management Building relationships with customers Occasional promotion publicised

# are used during the show airing time Viewers are encouraged to Tweet about the show Response from cast members

What companies have you seen using Twitter well? How are they using it?

Stories from holiday makers Videos and games for customers to interact Upcoming events are promoted Any company news is posted on the Blog People can use the blog to find out more about the resort before they go Helps Disney to attract and retain customers by sharing experiences with them.

Using social networks to create a “buzz” about a product/service/company

Increases brand awareness eWOM Viral marketing may take the form of video clips, interactive flash

games, ebooks, images, text messages etc

Online sales promotions- Most online sales promotions are targeted at consumers and are used in combination with advertising.

- Viral marketing and viral advertising use customers' own social circles and social networking sites to boost sales.

Online direct marketing- Most obvious form is email

- Direct marketing messages emphasize a focus on the customer, data, and accountability

Online public relations- Online media has allowed PR to move from one-way-model of communication to a two-way-model of communication.

- The internet can play an important role in term of crisis management

Online personal selling- Remains the one part of the promotional mix that the Internet cannot address.

- Internet may be seen as an impersonal medium and as such does not allow for direct personal communication or personal selling.

Quick Response Code

Scan code on smart phone using the app and it takes you to web page

Used for commercial tracking, entertainment, product/loyalty marketing

Companies need to consider using new media to be innovative and remain competitive

Concepts such as SEO and PPC can be used to increase visibility of a company online

There are many different forms of online advertising for companies to consider

Social media can be used to create awareness and build relationships with customers

Promotional mix activities are now taking place online as well as offline