1. E-Marketing/6E Chapter 12
Communication: Owned Media

2. Chapter 12 Objectives After reading Chapter 12, you will be able to:
Define integrated marketing communication (IMC)
Explain how marketers use the AIDA model and the hierarchy of effects model.
List the five traditional marketing communication tools and distinguish between traditional media and social media.
Identify the differences in control and reach among owned, paid, and earned media.
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3. Chapter 12 Objectives, Cont.
Discuss why companies use content marketing.
Describe the most commonly used owned media and their benefits for marketing.
Explain how and why marketers use search engine optimization.
Highlight some of the metrics marketers can use to evaluate owned media performance.
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4. Will it Blend?
Blendtec , a supplier of commercial blenders to Starbucks and others, produced a video in which the CEO blended unusual products such as a garden rake and a golf club.
The video, uploaded to YouTube, received 3.9 million views in an 8-month period and 8.2M views since
The Will It Blend? Campaign clearly shows the product benefits in a humorous and engaging way and the value of connecting with consumers online.
Will It Blend? is a favorite of nearly 10,000 registered YouTube visitors. Is it also one of yours?
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5. E-MARKETING COMMUNICATION
Internet marketing is a powerful way to start and strengthen relationships with customers.
Users are in control
Can delete unwanted incoming
Can impatiently click away when website don’t quickly deliver desired information
The key to success include
Providing relevant, interesting messages
Engaging internet users by attracting them
Marketing communication (MarCom) tools that use technology to build brands are Important keys to capturing attention and winning long-term customer relationships
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6. Integrated Marketing Communication (IMC)
IMC is a cross-functional process for planning, executing, and monitoring brand communications.
The goal is to profitably acquire, retain, and grow customers.
Why IMC is a cross-functional?
Because every touch point a customer has with a firm or its agents helps to form brand images
Profitable customer relationships are key to a firm’s existence
IMC strategy begins with a thorough understanding of target markets, the brand, its competition, and other internal and external factors.
Define integrated marketing communication (IMC) and explain the importance of the hierarchy of effects model.
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7. Integrated Marketing Communication (IMC), Cont.
Many IMC experts agree that IMC should
Be more strategic than executional
Be about more than just advertising and sales promotion messages
Include one & two way communication
Be results driven
Define integrated marketing communication (IMC) and explain the importance of the hierarchy of effects model.
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8. IMC Goals and Strategies
AIDA model “awareness, interest, desire & action”
Hierarchy of Effects Model “think, feel, do”
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9. IMC Goals and Strategies; Cont.
The AIDA model and hierarchy of effects model help guide selection of online and offline MarCom tools to meet their goals.
Both models recognize that consumers first become aware of a product before they develop feelings and purchase it.
Aware & learn / think
Positive or negative attitude / feel
Purchase the product / do
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10. Social Media Strategies & Tactics
hierarchy of effects model can help marketers understand where consumers stand in relation to the purchase cycle so the company can select appropriate communication objectives and strategies, such as:
Build brand equity.
Formulate a direct response.
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11. Traditional Marketing Communication Tools
The five key marketing communication tools are also called the promotion mix:
Advertising
Public relations
Sales promotion
Direct marketing
Personal selling
Marketers often discuss IMC in terms of senders and recipients, media type, and owned, paid and earned media.
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12. Traditional Marketing Communication Tools, Cont. ADVERTISING
Advertising is “any paid form of non-personal presentation and promotion of ideas, goods, or services by an identified sponsor” (Kotler & Armstrong, 2011).
Social Media examples:
Paid message placed in a YouTube video, Facebook or LinkedIn
Ad sponsored content delivered to mobile phones
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13. Traditional Marketing Communication Tools, Cont. Public Relations
Public relations involves “building good relations with the company’s various publics by obtaining favorable publicity, building up a good “corporate image” and handling or heading off unfavorable rumors, stories and events” (Kotler & Armstrong, 2011).
Social Media examples:
Company-created multimedia content (e.g. online videos, blogs, wikis, photos…)
Social media press releases,
Social media events
Social media apps for mobile phones
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14. Traditional Marketing Communication Tools, Cont. Sales Promotion
Sales Promotion consists of “short-term incentives to encourage the immediate purchase or sale of a product or service” (Kotler & Armstrong, 2011).
Social Media examples:
Groupon shared discounts
Free sampling of digital products (e.g. music, software…)
Games (Advergames are a combination of online advertising and sales promotion)
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15. Traditional Marketing Communication Tools, Cont. Direct Marketing
Direct Marketing is: "an interactive process of addressable communication that uses one or more advertising media to effect, at any location, a measurable sale, lead, retail purchase or charitable donation, with this activity analyzed on a database for the development of ongoing mutually beneficial relationships between marketers and customers, prospects or donors."
Social Media examples, the entire internet & social media, specifically:
and text messaging with offers from companies
Location based systems (Foursquare)
RSS feeds
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16. Traditional Marketing Communication Tools, Cont. Personal Selling
Personal Selling is “personal interactions between a customer’s and the firm’s sales force for the purpose of making sales and building customer relationships” (Kotler & Armstrong, 2011).
1:1 interaction can also be done online.
Social Media examples:
Chat bots (also called virtual agents / assistants), that allow for conversation on a Website.
Sales lead generation tools.
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17. Owned, Paid & Earned Media
Media means only traditional media
Communication media are communication channels used to disseminate news, information, entertainment, and promotional messages.
In contrast, Social media blend technology and social interactions for co-creation of content and value.
Owned media carry communication messages from the organization to internet users on owned channels.
Paid media are properties owned by others who are paid to carry promotional messages.
Earned media are when individual conversations become the channel.
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19. Owned Media
Includes e-marketing media channels that are fully or partially controlled by the organizations who create the lion’s share of the multimedia content.
This means that company owned media take place on someone else’s site, so there are more rules and requirements.
Primary goals are to
Engage consumers with positive brand content.
Entice them to pass along content to others.
Exercise CRM (customer relationship management).
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20. Content marketing
Content marketing is a strategy involving creating and publishing content offline and online on Web sites and in social media.
As a result, digital content functions as inbound marketing to attract customers and prospects, with appropriate content available when and where users seek information.
All owned media can be considered content marketing.
Companies become media publishers online
Companies can monetize owned media content by:
Selling digital content on their media properties
Accepting Google’s Ad Sense or other types of ads
Becoming an affiliate of another Web site
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21. Web Site
Marketing Public Relations (MPR) includes brand- related activities and nonpaid, third-party media coverage to positively influence target markets.
MPR is the portion of PR directed to the firm’s customer and prospects in order to build awareness and positive attitudes about its brands (Will it Blend?).
There were an estimated 555 million Web sites at the end of 2011.
Every organization, company, individual, or brand Web site is an MPR tool because it serves primarily as an electronic brochure, including current product and company information.
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22. Web Site, Cont. Advantages:
A low-cost alternative to paper brochures or press releases
Product information updated in company databases
The Web can reach new prospects searching for particular products (inbound marketing)
The Web site is a door into a company and must provide inviting, organized, and relevant content.
Microsites are Web sites designed for a narrow purpose, with only 3 to 5 pages.
Objective of company Web sites is to provide information, entertain, build communities, and serve as a communication channel with customers.
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23. Web Site Landing Pages
Landing pages are closely related to Microsites because they are often stand-alone Web pages.
A landing page is a unique page that appears after a user clicks on a link associated with a Web site.
Companies create many different landing pages that match key words, current offers, ads, and more.
A/B testing is when there are two versions of a Web page with similar content and images for testing which performs better.
Companies conduct A/B testing to optimize clickthrough rates and conversion to purchase.
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24. Mobile Sites Mobile Sites are:
The rapid growth of mobile internet access has marketers scrambling to create mobile versions of their Web sites.
Mobile Sites are:
Quicker to download
Simpler
Focused on the key content
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25. Web Site Chat
Some companies provide real-time sales assistance online.
Many companies offer a live chat feature.
Users can open it and ask questions about products in a real-time chat with a customer service representative.
The rep can also push Web pages directly to the customer so he/she can view the product and take the order during the chat session.
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26. Blogs
Blogs (from the term Web logs) are Web sites where entries are listed in reverse chronological order and readers can comment on any entry.
Objective of Blogs id to disseminate views, attract site visitors, engage in conversations, and support expert standing
There were more than 181 million blogs at the end of 2011.
There are many types of blogs:
CEOs blog to put a personal face on their companies.
Consultants and thought leaders create blogs to disseminate views, promote books, etc.
Marketers use blogs to draw users to their Web sites and need to decide:
Which platform to use?
Who will do the writing?
How often will they post?
What is the purpose of the blog?
Companies can become involved in blogs without starting their own (by using RSS feeds)

27. Support Forums/Communities
Companies create spaces for consumers, prospects, and business customers to:
Discuss topics of interest,
Provide new product ideas or
Seek company support with technical or product issues, among other goals.
For success, marketers should observe, recruit, evaluate platforms, engage, measure, promote, and improve their online communities.
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28. Podcasts
A podcast is a digital media file available for download online to computers, music players, tablets or smartphones.
Podcasts began with purely audio files for the iPod and other MP3 players
Now users can download video podcasts (“vidcasts” or “videocasts”) for use on many types of receiving appliances.
The aim of Podcasts is to support brand-building
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29.
remains the most important communication technique for building customer relationships.
75.4% of marketers invest in campaigns.
has advantages over postal direct mail.
No postage or printing charges.
Immediate and convenient avenue for direct response using hyperlinks.
Can be automatically individualized.
Quicker
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30. E-Mail, Cont. E-mail difficulties include: Spam filters and finding
Maintaining appropriate lists, which can be built in any of three ways:
Web site registration
Rented from a list broker
Harvested from some newsgroup postings or online directories s:
offers the chance for real dialogue with individual customers
Provides a way to develop broad and deep customer relationships
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31. Permission Marketing: Opt-in, Opt-out
Opt-in: users have voluntarily given permission to receive commercial
Marketers messages to opt-in lists can generate response rates of up to 90%, because these are interested users.
Opt-out is when users have to uncheck the box on a web page to prevent being put on the list.
Opt-in techniques are part of a bigger marketing strategy called permission marketing or “turning strangers into customers.”
Permission marketing: an opt-in form of marketing in which advertisers present marketing communication messages to consumers who agree to receive them.
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32. Rules for Successful E-Mail Marketing
Use opt-in to build trust
Check ISP filters to ensure reputation
Use professional addresses
Make it easy to unsubscribe
Use micro-segmentation
Small improvements can raise response rates
Give recipients a plenty of opportunities to engage with the
Use metrics to track success
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33. Spam No online users like to receive unsolicited email.
Now illegal due to the CAN-SPAM Act
Spammers routinely harvest addresses from
Newsgroup postings
Universities and colleges.
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34. Privacy Databases drive e-mail marketing
Firms must collect personal information both online and offline
Then sending prospects , customized web pages, display ads, and more
Firms must use information to provide value and not share without permission
Users don’t mind their behaviors being tracked if they are for specific purposes
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35. Text Messaging
Short Message Services (SMS) are up to 160 characters of text sent over the Internet usually with a cell phone or smartphone (Twitter).
Instant Messaging are short messages sent among users who are online at the same time
Multimedia message service (MMS) is not commonly in use yet because of handheld capability
Marketers can build relationships by sending permission-based information to customers when and where they want to receive it.
To succeed, the messages should be:
Short, personalized, interactive and relevant
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36. Online Events
Designed to generate user interest, build traffic, or generate revenue with paid admission
May include
Online fashion shows,
Seminars (Webinars),
Workshops
Online discussions
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37. Sales Promotion Offers
Sales promotions are short-term incentives of gifts or money that facilitate the movement of products from producer to end-user.
Online sales promotions can build brands, databases, and support sales.
Most do not build long term customer relationships.
Online sales promotions works especially to entice consumers to change their behavior in the short term.
3-5 higher rates with online promotions than with direct postal mail.
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38. Sales Promotion Offers, Cont.
Sales promotions activities include
Coupons
Sampling
Free download of a demo version of software (expires in 30 to 60 days)
Short sample music clip
Contests, Sweepstakes
Draws traffic and keep users returning
Contests require skill
Sweepstakes involve a pure chance drawing for the winners
Virtual Worlds (to encourage engagement)
Sites where users take the form of avatars
Socialize in an online space
Some companies use their avatars as promotional vehicles
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39. Sales Promotion Offers, Cont.
Online games (to engage users with product-related content)
Played on consoles, PCs, and portable devices
Advergames combine online advertising and gaming, featuring a company’s product
Online Gifting (for revenue)
Retailers sell group gift cards on their own Web sites and social networking pages.
The customer can circulate it to many others,
Others can add additional personalized messages and contribute money via PayPal.
Branded Mobile Apps and widgets
These support social interactions and user contributions
All but the smallest companies will soon have a mobile presence
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40. Sales Promotion Offers, Cont.
QR Codes and Mobile Tags
QR codes are barcodes that appear in a white background
They are an extension of offline paid media
Use of two-dimensional mobile tags in retail stores is growing
Aim: to provide more information
Location-Based Marketing
Involves promotions pushed to mobile devices based on user location
Requires a global positioning system (GPS) in a handheld or automotive device
Aim: to reach users who are at or near a marketing location
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41. Sales Promotion Offers, Cont.
Social Networks
Nodes of individuals or organizations that are connected based on common values, ideas, and friendships.
They are based on the idea of six degrees of separation—that each individual is connected to every other individual in the network by up to six other people.
Because today’s customer researches brands online and learns about products from other customers in social media, businesses want to join in and influence the conversations.
Some social networks are called microblogs, which hold micro content
Aim: connecting individuals for business or personal reasons
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42. Coordinating Internet & Traditional Media IMC Plans
Today, marketers face a mix of owned, paid, and earned media that can carry the promotional tools of advertising, sales promotion, direct marketing, public relations, and personal selling.
The guiding force for selecting appropriate tools and media is the communication objectives in desired target markets.
Traditional and some internet media carry corporate monologues, while social media contain dialogs with target markets: Both play a role, but the dialog is becoming much more important and is more true to the well-accepted company goal of customer-driven marketing.
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43. Search Marketing Search marketing is marketing via search engines.
Complex art and science to drive qualified visitors to a Web site and convert them to customers.
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44. Google Leads With Local Search
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45. Search Engine Optimization (SEO)
The process of maximizing the number of visitors to a Web or social media site by ensuring that either:
the site name and links appear high on a search engine results page for appropriate key words; or
ads on search engine sites get a high click-through
SEO’s two types:
Natural Search (Organic Search)
Paid Search
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46. Search Engine Optimization, Cont.
Natural Search (Organic Search)
A search marketing strategy involving optimizing a Web site so it will appear as close to the first search engine results page as possible
Natural search strategies depend on tactics such as site quality, achieving many relevant and high-quality incoming links or on selecting appropriate keywords.
When Web sites are optimized for content and meta tags that hold keywords, search engines know how to categorize the site.
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47. Search Engine Optimization, , Cont.
SEO principles for success
Spread fresh content all over the Web
Relevance and popularity
Optimize content
Use a vanity URL
Image search
Integrate social media and search strategy
SEO tactics constantly change
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48. Search Engine Optimization, Cont.
Vertical Search
A site-specific search on very specialized topics, such as travel, online retailers, or books.
As compared with general search engines, vertical sites are destinations for fewer users seeking very specific content.
Tripadvisor
LinkedIn
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49. Owned Media Performance Metrics
Marketers use Web analytics for company-owned Web sites and blogs such as number of unique visitors, time on each page, or conversion to sales.
For owned media, sales promotions, and direct marketing, there are also appropriate metrics.
Social media metrics are different from standard Web site metrics because users interact with branded media in many different ways.
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50. Owned Media Performance Metrics, Cont.
Podcasts: number of downloads and length of time listening.
Online events: number of questions asked…
Virtual World: number visiting the company property…
Online games: number playing…
Branded mobile apps: number of downloads, updates and actions.
QR Codes: number of scans and actions taken at the site destination.
Web landing pages: exit rate, click-through rate…
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51. Owned Media Performance Metrics, Cont.
Sales Promotion Metrics
Marketers need to know how their sales promotions contribute to the overall communication goals.
By measuring how customers use and link from their promotions, e-marketers can measure what is working most efficiently.
Direct Marketing Metrics
Response rate and ROI are the most appropriate metrics for any direct marketing campaign.
Many firms use direct tactics to build databases and measure success in terms of customer information growth. 
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