Transcript The Internet and Interactive Media Utterz, MocoSpace, Twango, Mosh McGraw-Hill/Irwin Copyright © 2009 by The McGraw-Hill Companies, Inc.

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The Internet and
Interactive Media
Utterz, MocoSpace,
Twango, Mosh
McGraw-Hill/Irwin
Copyright © 2009 by The McGraw-Hill Companies, Inc. All rights reserved.
Growth in Internet Advertising
1994 – Advertisements on HotWired
2000-2002 – 25 percent drop
2005 – Internet advertising at
$10 billion
2006 – Internet advertising exceeds
$16.9 billion
Why the rapid adoption of the Internet?
The Web Site
Huggies Goes Beyond Providing Information
Hot Web Sites
Facebook
Disney.com
MySpace
Veoh
YouTube
Funny or Die
TMZ.com
Discovery.com
Internet Communications Objectives
Create
Awareness
Gain
Consideration
Create Buzz
Stimulate Trial
Generate
Interest
Objectives
Create a Strong
Brand
Disseminate
Information
Create an
Image
Snapple Creates Interest
Using Web Sites to Build Image
Branding is Complicated
Requires
different
strategies
Long-term
investment
Branding
The costs
are high
Requires a
broad audience
E-Commerce
Direct
selling of
goods and
services
through
the
Internet
May be
primary
or
secondary
objective
E-Commerce Trends
E-Commerce
Rapid growth rates
likely to continue
Fast growth in
“downloadable”
purchases
Both consumer and
business-to-business
Ebay is a Popular E-Commerce Site
The Internet and IMC
Advertising
Sales Promotions
The Internet site
should be
integrated with:
Personal Selling
Public Relations
Direct Marketing
Advertising on the Internet (Part 1)
Forms of Internet Advertising
Banners
Interstitials
Sponsorships
Push
Technologies
Pop-ups/
Pop-unders
Links
Typical Banner Ads
Advertising on the Internet (Part 2)
Forms of Internet Advertising
•Paid Search
•Behavioral targeting
•Rich media
Online commercials
Video on demand
Webisodes
Contextual Ads
Additional Forms
Podcasting
RSS feeds
Blogs
Rich Media
A broad range of interactive digital media
that exhibit dynamic motion, taking advantage
of enhanced sensory features such as video,
audio, and animation.
Online Commercials
Video on Demand
Webisodes
Other Forms
Additional Internet Advertising Forms
Podcasting, RS syndication, Blogs
Sales Promotions on Web Sites
Personal Selling on the Internet
May Replace
Personal
Selling
Reduces cost of personal calls
May Enhance
Personal
Selling Efforts
Primary source of information
Stimulates trial
Improves 1-on-1 relationships
Cross-selling
Prospects request sales calls
Increases potential reach
Valuable source of leads
Public Relations on the Internet
Philanthropists on the Web
Direct Mail (Email)
Direct Mail
(Email)
Often used by
catalogers
Highly targeted
Tries to reach those
w/specific needs
Relies on
email lists
Internet Infomercials
Infomercials
Program content similar
to television, cable or
satellite
Web provides for greater
audience interaction
E-Commerce and Home Shopping
Measures of Effectiveness
Internet-Specific Measures
Cross-Media Optimization
Studies (XMOS)
Traditional Measures
Recall/retention
Surveys
Sales
Tracking
Sources of Measurement Data
Arbitron
Data
Source
MRI and SMRB
Audit Bureau of Circulation
Internet Advertising Bureau (IAB)
eMarketer
Nielsen Net Ratings
Jupiter MediaMetrics, Inc.
Internet Marketing Pros and Cons
Advantages
Target Marketing
Sales Potential
Message Tailoring
Creativity
Interactive Capabilities
Exposure/Speed
Information Access
Complement to IMC
Internet Marketing Pros and Cons
Disadvantages
Measurement problems
Privacy
Annoyance
Poor reach
Clutter
Irritation
Potential for deception
Test Your Knowledge
Interactive TV, interactive CD-ROMs, kiosks, and
interactive phones:
A) Are viewed by businesses as breeches of
consumer rights to privacy
B) Can be used as contributors to an IMC
program
C) Cannot be linked with traditional
advertising media
D) Replace the Internet in most IMC programs
E) Are not viewed as viable elements within
a well-designed IMC program
Additional Interactive Media
Interactive TV—
Allows viewers to
interact with the
program and
advertising
Wireless—
Communications
through satellite
broadcast systems
or cellular phones