Interactive & Alternate Media Lecture 19. Global growth of Internet users since 1995 www.internetworldstats.com.

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Presentation transcript:

Interactive & Alternate Media Lecture 19

Global growth of Internet users since

Online Marketing Communication E-business sites –Ebay –Amazon –Bestbuy –Myshop (local)Myshop Company websites –Corporate information –Product catalogue –Customer service –Promotions –Brand experiences, games, contests etc. Hardee’s Website Burger King’s Subservient ChickenBurger King’s Subservient Chicken

Online Marketing Communications Search Engines –Search engines Yahoo, Google, etc. Search Engine Marketing (SEM) –Search Engine Marketing (SEM) –Search Engine Optimization (SEO) –ExampleExample Blogs –Paid advertising (Google ad sense) –Corporate blogs –Interesting articles/ images/ ads –ExampleExample

Online Marketing Communication The Conventional –Banner –Skyscraper –Popups –Superstitials –Mini-sites & sub-sites –Examples Advertising –Unsolicited Spam –Permission marketing Opt-in / Opt-out –ExampleExample

Online Marketing Communication Viral Marketing –Any strategy that encourages individuals to pass on a marketing message to others, creating the potential for exponential growth in the message's exposure and influence –Consumer as salesman –ExamplesExamples Hotmail Subservient chicken Youtube / FB sharing links

Measuring Internet Audience Pay-Per-View / CPM –Impressions Pay-Per-Click / CPC –Click-through / Click-through rate Pay-Per-Action / CPA

Advantages Disadvantages Highly interactive Inexpensive medium Quick response time Wide reach Very targeted Clutter Perceived as irritating Limited scope (target)

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Subservient Chicken BACK Fly

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