1. 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

2. SEARCH ADS
DISPLAY ADS S
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

3. 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