COMM 3353: Communication Web Technologies I Chapter 6a: Web Marketing and Public Relations Chapter 6a: Web Marketing and Public Relations

Web Marketing and Public Relations  Marketing on the Web  The Four P’s and C’s of Marketing  Security and Privacy Issues  Market Research  Marketing on the Web  The Four P’s and C’s of Marketing  Security and Privacy Issues  Market Research

Marketing on the Web  Shopping on the Web is a relatively new and exciting way to purchase goods and services.  The need to present customers with a more convenient purchasing method while increasing name recognition and sales has led marketers to sell their products on line.  Shopping on the Web is a relatively new and exciting way to purchase goods and services.  The need to present customers with a more convenient purchasing method while increasing name recognition and sales has led marketers to sell their products on line.

Marketing on the Web, Continued…  The web makes it easy to...  Target Consumers.  Site-specific advertising.  Demonstrate products.  Shareware, free subscriptions, etc...  Engage in sales transactions.  eCommerce, validation and submission.  Gather information.  Tell us about yourself...  Where does all that information go?  The web makes it easy to...  Target Consumers.  Site-specific advertising.  Demonstrate products.  Shareware, free subscriptions, etc...  Engage in sales transactions.  eCommerce, validation and submission.  Gather information.  Tell us about yourself...  Where does all that information go?

 To Go Online or Not To Go Online?  The Web is a cost-effective global market place.  Eliminates time and geographical boundaries.  The Web can provide new opportunities to businesses with limited resources.  Especially advantageous to small companies.  Anyone can create a web site...  Marketers recognize the great opportunity the Web provides and are developing creative and innovative ways to attract market share.  To Go Online or Not To Go Online?  The Web is a cost-effective global market place.  Eliminates time and geographical boundaries.  The Web can provide new opportunities to businesses with limited resources.  Especially advantageous to small companies.  Anyone can create a web site...  Marketers recognize the great opportunity the Web provides and are developing creative and innovative ways to attract market share. Marketing on the Web, Continued…

 To Go Online or Not To Go Online, Continued...  Achieving Web Development Goals and Strategies:  What’s the site’s purpose?  Can the goals be reached?  How will the objectives be measured?  Who is the online audience?  How can the target audience be reached?  Which products will be displayed online?  To Go Online or Not To Go Online, Continued...  Achieving Web Development Goals and Strategies:  What’s the site’s purpose?  Can the goals be reached?  How will the objectives be measured?  Who is the online audience?  How can the target audience be reached?  Which products will be displayed online? Marketing on the Web, Continued…

 Achieving Web Development Goals and Strategies, Continued...  How will online purchases and distribution be handled?  What’s the site’s design and maintenance budget?  How many pages should be included in the site?  How much interactivity should be incorporated in the site?  Achieving Web Development Goals and Strategies, Continued...  How will online purchases and distribution be handled?  What’s the site’s design and maintenance budget?  How many pages should be included in the site?  How much interactivity should be incorporated in the site? Marketing on the Web, Continued…

 Types of Commercial Web Sites  Billboards  Storefronts  Trading Posts  Libraries and Directories  Funhouses  Types of Commercial Web Sites  Billboards  Storefronts  Trading Posts  Libraries and Directories  Funhouses Marketing on the Web, Continued…

 Billboards  Text-heavy sites that contain little (if any) interactivity.  Provides basic, plain-text information.  Storefronts  Multi-layered.  Product-oriented.  Generally posted for increased revenue.  Billboards  Text-heavy sites that contain little (if any) interactivity.  Provides basic, plain-text information.  Storefronts  Multi-layered.  Product-oriented.  Generally posted for increased revenue. Marketing on the Web, Continued…

 Trading Posts  The Web’s version of a “Marketplace.”  Purchases generally take place through a “middleman” who earns a commission.  (e.g. Auto-By-Tel)  Libraries and Directories  (e.g. New York Times)  Document archiving  Provides direct links information  Trading Posts  The Web’s version of a “Marketplace.”  Purchases generally take place through a “middleman” who earns a commission.  (e.g. Auto-By-Tel)  Libraries and Directories  (e.g. New York Times)  Document archiving  Provides direct links information Marketing on the Web, Continued…

 Funhouse  Games  Contests  Interactive Amusement  (e.g. Joe Cartoon)  Considered Value-Added Web Content, but differs because this is its primary mission.  There is a distinction  Funhouse  Games  Contests  Interactive Amusement  (e.g. Joe Cartoon)  Considered Value-Added Web Content, but differs because this is its primary mission.  There is a distinction Marketing on the Web, Continued…

 Costs of Establishing and Maintaining a Web Site  Start-up costs vary widely  Mission  Hardware  Software  Salaries  Costs of Establishing and Maintaining a Web Site  Start-up costs vary widely  Mission  Hardware  Software  Salaries Marketing on the Web, Continued…

 Costs of Establishing and Maintaining a Web Site, Continued...  Establishing a presence on the Web is a long-term investment.  May take a great deal of time to realize any profit, if any at all.  Sites are generally created now because “everyone else is.”  In actuality, a Web Presence increases brand name recognition, thereby reaching a greater audience.  Costs of Establishing and Maintaining a Web Site, Continued...  Establishing a presence on the Web is a long-term investment.  May take a great deal of time to realize any profit, if any at all.  Sites are generally created now because “everyone else is.”  In actuality, a Web Presence increases brand name recognition, thereby reaching a greater audience. Marketing on the Web, Continued…

 Is Anyone Making Money?  In 1997, there were 50 new millionaires born everyday in Silicon Valley because of the Web.  Online proprietors need to be flexible and willing to act quickly with the changing technology.  With planning, originality, and creativity, online commerce is significantly profitable.  Is Anyone Making Money?  In 1997, there were 50 new millionaires born everyday in Silicon Valley because of the Web.  Online proprietors need to be flexible and willing to act quickly with the changing technology.  With planning, originality, and creativity, online commerce is significantly profitable. Marketing on the Web, Continued…

 Is Anyone Making Money, Continued...  Two Methods of Web Profit:  DIRECT and INDIRECT  Direct Method:  The Web is the primary source for income of the organization.  (e.g. eToys)  Indirect Method:  The Web is indirectly responsible for increased income of the organization.  (e.g. Federal Express, package tracking)  Is Anyone Making Money, Continued...  Two Methods of Web Profit:  DIRECT and INDIRECT  Direct Method:  The Web is the primary source for income of the organization.  (e.g. eToys)  Indirect Method:  The Web is indirectly responsible for increased income of the organization.  (e.g. Federal Express, package tracking) Marketing on the Web, Continued…

The Four P’s and C’s of Marketing  The Traditional Market Plan  Target Market  Group of stakeholders with similar needs and wants.  Target Marketing  Sales effort put forth to attract business from a Target Market.  The Traditional Market Plan  Target Market  Group of stakeholders with similar needs and wants.  Target Marketing  Sales effort put forth to attract business from a Target Market.

 Elements of the Traditional Marketing Mix (The Four P’s):  Product  Place  Price  Promotion  Elements of the Traditional Marketing Mix (The Four P’s):  Product  Place  Price  Promotion The Four P’s and C’s of Marketing, Continued…

 With the advent of the Web as a new market place, and the fact that traditional Mass Media is changing, classical thought must give way to new ideas.  New ways of delivering information gives marketers much more opportunity to reach customers.  Many marketing experts agree that the Four P’s do not work in today’s marketing environment.  With the advent of the Web as a new market place, and the fact that traditional Mass Media is changing, classical thought must give way to new ideas.  New ways of delivering information gives marketers much more opportunity to reach customers.  Many marketing experts agree that the Four P’s do not work in today’s marketing environment. The Four P’s and C’s of Marketing

 New elements of the Marketing Mix (The Four C’s):  Product replaced by Consumer Satisfaction  Pricing replaced by Cost  Place replaced by Convenience  Promotion replaced by Communication  The Four C’s model is more consumer oriented where as the Four P’s model is more production oriented.  Four P’s model allows for new technologies.  New elements of the Marketing Mix (The Four C’s):  Product replaced by Consumer Satisfaction  Pricing replaced by Cost  Place replaced by Convenience  Promotion replaced by Communication  The Four C’s model is more consumer oriented where as the Four P’s model is more production oriented.  Four P’s model allows for new technologies. The Four P’s and C’s of Marketing, Continued…

 Integrating Product and Consumer Functions on the Web.  Relationship Marketing.  A friendly relationship, established or perceived by the consumer, keeps the consumer coming back for more.  Value-Added Content.  Games, puzzles, or giveaways will keep visitors interested in the site, causing frequent return visits.  Integrating Product and Consumer Functions on the Web.  Relationship Marketing.  A friendly relationship, established or perceived by the consumer, keeps the consumer coming back for more.  Value-Added Content.  Games, puzzles, or giveaways will keep visitors interested in the site, causing frequent return visits. The Four P’s and C’s of Marketing, Continued…

 Pricing and Cost Components of Web Marketing.  Online Revenue Models  1) Direct Sales.  Company sells its existing product line from it’s web site.  2) Advertising.  Company sells advertising space on it’s web site.  3) Subscriptions.  Company charges the user for access to it’s web site.  4) Fees for Service.  Company charges users for special services.  Pricing and Cost Components of Web Marketing.  Online Revenue Models  1) Direct Sales.  Company sells its existing product line from it’s web site.  2) Advertising.  Company sells advertising space on it’s web site.  3) Subscriptions.  Company charges the user for access to it’s web site.  4) Fees for Service.  Company charges users for special services. The Four P’s and C’s of Marketing, Continued…

 The Web as a Place--Convenience  Quicker, safer, and can offer great deals…  Virtual stores are becoming viable distribution centers.  $13 Billion in revenue in 1997 alone.  What works and sells online...  Books, computer junk, music, and clothing.  The Web as a Place--Convenience  Quicker, safer, and can offer great deals…  Virtual stores are becoming viable distribution centers.  $13 Billion in revenue in 1997 alone.  What works and sells online...  Books, computer junk, music, and clothing. The Four P’s and C’s of Marketing, Continued…

 Tenagra’s Web Sales Criteria  Products that sell on the web should meet at least one of the following:  1) It appeals to the technologically savvy.  2) It is a computer-related item.  3) It appeals to a broad segment of eMarket.  4) It appeals to a wide geographic audience.  5) It’s a specialty item that can be difficult to locate.  6) It’s purchased based on information, not hyperbole.  7) It’s cheaper to buy on the internet.  8)The product sells for less than $20.  Tenagra’s Web Sales Criteria  Products that sell on the web should meet at least one of the following:  1) It appeals to the technologically savvy.  2) It is a computer-related item.  3) It appeals to a broad segment of eMarket.  4) It appeals to a wide geographic audience.  5) It’s a specialty item that can be difficult to locate.  6) It’s purchased based on information, not hyperbole.  7) It’s cheaper to buy on the internet.  8)The product sells for less than $20. The Four P’s and C’s of Marketing, Continued…

 Cyber-Promotion and Communication  Promotion:  Cyber Marketers reach target audiences by providing around the clock ordering and information, as well as instantaneous feedback.  Push Marketing:  Push technology that allows marketing information to reach certain market segments based on consumer/user interests.  Cyber-Promotion and Communication  Promotion:  Cyber Marketers reach target audiences by providing around the clock ordering and information, as well as instantaneous feedback.  Push Marketing:  Push technology that allows marketing information to reach certain market segments based on consumer/user interests. The Four P’s and C’s of Marketing, Continued…

The Internet and the World Wide Web End Chapter 6, Part I.