MKT 601: CHAPTER 19 Managing Digital Communications: Online, Social Media, and Mobile Online Marketing ADVANTAGES AND DISADVANTAGES OF ONLINE MARKETING.

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Presentation transcript:

MKT 601: CHAPTER 19 Managing Digital Communications: Online, Social Media, and Mobile Online Marketing ADVANTAGES AND DISADVANTAGES OF ONLINE MARKETING COMMUNICATIONS ONLINE MARKETING COMMUNICATIONS OPTIONS WEB SITES Seven Key Design Elements of an Effective Web Site Context: Layout and design Content: Text, pictures, sound, and video the site contains Community: How the site enables user-to-user communication Customization: Site’s ability to tailor itself to different users or to allow users to personalize the site Communication: How the site enables site-to-user, user-to-site, or two-way communication Connection: Degree that the site is linked to other sites Commerce: Site’s capabilities to enable commercial transactions

SEARCH ADS DISPLAY ADS E-MAILS Social Media SOCIAL MEDIA PLATFORMS ONLINE COMMUNITIES AND FORUMS BLOGS USING SOCIAL MEDIA WORD OF MOUTH FORMS OF WORD OF MOUTH CREATING WORD-OF-MOUTH BUZZ Loyalty Ladder described by Huba and McConnell Satisfaction Repeat purchase Word of mouth/buzz Evangelism(convince others) Ownership (feels responsible for organization) MEASURING THE EFFECTS OF WORD OF MOUTH

Mobile Marketing THE SCOPE OF MOBILE MARKETING DEVELOPING EFFECTIVE MOBILE MARKETING PROGRAMS Expert Suggested: 50% of the screen, avoid complex viewing Only offer and tagline Logo at the corner of the frame At least one bright color but not more than two MOBILE MARKETING ACROSS MARKETS