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 Interactive media refers to communication systems that permits two-way communication, such as , telephone etc.  Media planners are trying to understand how the rapidly changing media landscape will affect advertising and marketing communication.  There is a trend toward social networking and entertainment sites now-a-days.  The convergence and blurring of media forms is challenging media planners. Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall13-2

 Internet: a linked system of international computer networks.  World Wide Web (WWW): the information interface that allows people to access the Internet through an easy-to- use graphical format.  The Internet is still evolving and is driven by innovation.  It is useful for communicating brand information, but any problem can travel around the world instantly. Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall13-3

 Why has the Internet become so important to consumers and marketers in such a short time?  Here are a few reasons: ◦ Information ◦ Choice ◦ Accessibility ◦ Speed Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall13-4

 Intranet: Internal communication system that connects employees.  Extranet: Communication system that connects a company and its employees with its external stakeholders.  Web sites: A company’s online face that is presented to the public.  Advertising resources Search engines: Google, Yahoo! Chat rooms: Sites that are located online, sometimes as part of an organization’s web site and sometimes completely independent of any company. Blogs: A personal diary-like web page created by an individual Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall13-5

1. It provides a brand reminder message to people visiting a website. 2. As with an ad in traditional media, it delivers an informational or persuasive message. 3. It drives traffic to the website by enticing people to click on a banner or button. 4. It provides search capabilities to consumers. 5. It enables interactivity with a company or other consumers. Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall13-6

 E-business or e-commerce ◦ Businesses use it to sell products, manage their operations.  The information role ◦ Includes online publishing, encyclopedias  The entertainment role ◦ Includes games, fashion, music, videos, YouTube, SecondLife (avatars) Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall13-7 You can still play Pac-Man!

 The social role ◦ Social networking allows users to express themselves, interact with friends, and publish their own content. ◦ Examples include Facebook and MySpace.  The word-of-mouth role ◦ Creates a dialogue with customers. ◦ Stimulates conversation between customers and potential customers Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall13-8

Websites  Also called a home page, a website is the online face a company presents to the public.  Websites blur the distinction between advertising, direct marketing and public relations. Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall13-9

Websites  Stickiness: the degree to which a website encourages visitors to “stick around.”  Navigation: The ease with which users can locate and move through your website. Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall13-10

communication  is a very inexpensive form of advertising.  Viral marketing uses , Facebook, and Twitter to circulate a message among family and friends.  Remember “The Diet Coke/Mentos Experiment?” The viral advertising boosted Mentos mint sales by 15 percent! Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall13-11

 Banner Ads ◦ “Click-through” rates are often less than 1 percent. ◦ Entertainment helps. ◦ Check out  Pop-ups and pop-behinds ◦ Often seen as intrusive and annoying, these are less common. Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall1-12

 Targets mainly teenagers who spend more time online than any other age group.  Measuring Internet Audience ◦ Hits ◦ Number of viewers ◦ Unique visitors at different times ◦ Page view ◦ Click-through banner ads Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall 13

Search advertising  Search engine advertising is driven by keywords that consumers use to search for information.  Search marketing enables marketers to position brand messages adjoining the list of sites compiled in responses to a keyword search by search engines.  Because consumers initiate the search, the adjoining ads are not perceived to be as intrusive as other forms of advertising. Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall13-14

Search optimization  This practice maximizes the link between topics and brand-related Web sites.  Companies try to affect their search engine rankings to drive more traffic to their websites.  They want their ads to appear as close to the top of the list as possible. Classified ads  Local advertisers also use local media websites to sell products and services. Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall13-15

 Spam: Junk or bulk  Opt-In: Bulk er have to take your permission before sending .  Opt-Out: ers send the first but keeping an option for you to say NO/YES for further s. Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall16

 Advertainment: TV shows that use the product/brand as a prop or central feature of the program.  New Internet Practice: ◦ Brand Experience on the Web : Nike, Burger King, CocaCola Ahh Campaign with 61 websites ◦ Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall17

 Webisodes: Mini films created by professional movie directors to divert consumers from mainstream medias.  Video Game: Global $16 billion industry  Wireless Communication: Mobile cell phone  Instant Messaging (IM): ‘Wot R they up 2?  Nonelectronic New Media: Toilet door, Kitchen gallery  Guerilla Marketing: Unconventional marketing communication to create buzz and personal attachment on limited budget. Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall 18

 Social media marketing refers to the use of: ◦ Blogs ◦ Linked social networks ◦ Online communities ……to build relationships with customers.  Social media is used to: ◦ Promote brands ◦ Engage customers ◦ Create brand relationships Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall13-19

Blogs, micro-blogs and chat rooms However, bogs take a lot of time. Many bloggers run out of steam or move to social media.  They are sometimes criticized as “stealth advertising.”  Twitter has pioneered the mini-blog with 140- character posts, called “tweets.”  Groups of people with common interests can meet and share their experiences through chat rooms. Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall13-20

Social networks  These link friends, fans, or others who share interest in some topic.  MySpace pioneered the concept, but has lost market share to Facebook in recent years.  Social media users tend to be younger and female.  Companies and brands now have Facebook and MySpace pages with their own brand profiles.  Social media marketing can increase a brand’s Web presence and help manage its Internet image. Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall13-21

Video and image sharing  Using this type of social media, users can post videos and photographs.  YouTube is the Goliath of this genre. It now plays more than 100 million clips per day.  Skype is a video chat service that works like a video phone.  Popular TV programs and commercials are often uploaded to YouTube pages as viral videos. Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall13-22

Social games and virtual communities  Designed for people who want to live imaginary lives online by playing social games.  It started with Second Life in The action turned to Farmville in Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall13-23

Social media strategies  Marketers are working to find the best ways to use social media and take advantage of its strengths.  Search ads combined with social media campaigns generate the highest-level results.  Marketers who use social media recognize the value in conversations and customer relationship- building communication. Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall13-24

 Internet marketers work to drive traffic to their sites by using offline advertising.  Offline advertising appears in conventional media.  Print is useful because it presents the URL in a format that the reader can note. Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall13-25

 Measurement ◦ Feedback is rapid, but with no standards for measurement. ◦ Hits, viewers, unique viewers, and page views don’t offer insight about motivation or attention.  Internet targeting and privacy ◦ Cookies track your movements online and report back to site owners who store or sell your information. ◦ Companies that keep track of their customers’ online behavior can personalize their advertising messages. Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall13-26

Advantages  It is relatively inexpensive.  It reaches people who aren’t watching TV or reading newspapers.  It is easy to track and effective at reaching highly targeted audiences.  Advertisers can customize and personalize messages.  For B2B, Internet advertising can provide sales leads or sales.  Small companies can easily and economically “look big” and compete with larger companies. Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall13-27

Limitations  Strategic and creative experts aren’t able to consistently produce effective ads and to measure their effectiveness.  Clutter may even be worse than in other media. Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall13-28