1. Copyright © 2012 McGraw-Hill Companies, Inc., All right reversed McGraw-Hill/Irwin 15 The Internet and Interactive Media

2. Rapid Growth of the Internet Speed/convenience of information access Control over what & how much is received E-commerce Consumer desire for information 15-2

3. Marketers’ Use of the Internet Need for accountability High-speed connections Better targeting Interest and purchase tracking Direct feedback Reach more potential buyers Users online longer ROI tracking 15-3

4. World Wide Web Evolved into different medium versus 10 years ago Internet is interactive Two-way flow of information Consumers control content that they are exposed to Provide their own content Provide services for sale Provide feedback 15-4

5. Web Objectives Objectives Create Awareness Generate Interest Disseminate Information Create an Image Stimulate Trial Create Buzz Gain Consideration 15-5 Small companies Bring ‘em back In depth coupons viral blogs

6. Beyond Information 15-6 Develop long term relationships Establish brand image Generate a database

7. Build Brand Image 15-7

8. E-Commerce May still maintain “bricks and mortar” stores Direct selling of goods and services through the Internet 15-8

9. Ebay is a Popular E-Commerce Site 15-9

10. Web 1.0 and 2.0 15-10 One-way flow Interactive

11. Advertising on the Internet (Web 1.0) Banners Sponsorships Pop-ups/ Pop-unders Behavioral Targeting Paid Searches Forms of Internet Advertising 15-11 While awaiting download Interstitials Contextual Ads Rich Media

12. Typical Banner Ads 15-12

13. Advertising on the Internet (Web 1.0) Banner ads Create awareness or recognition Used to seek entry into contests and sweepstakes Fulfill direct-marketing objectives Sponsorships: Form of advertising Regular sponsorship - Company pays to sponsor a section of a site Content sponsorship: Sponsor not only provides money in return for name association but also participates in providing the content itself

14. Advertising on the Internet (Web 1.0) Pop-ups Ads that appear when certain sites are accessed Pop-unders Ads that appear underneath the webpage and become visible only when user leaves the site Interstitials Ads that appear on screen while waiting for a site’s content to download

15. Paid Searches Higher a site appears on a search page the more visitors it will receive Appear due to their relevance to the search terms Organic search results Placing ads on web pages that display results from search engine queries Pay-per-click Improving the volume of traffic to a site by a search engine through unpaid results Search engine optimization (SEO)

16. Behavioral Targeting Based on advertisers’ target consumers by tracking their website surfing behaviors Retargeting: Ads follow a web user and are displayed on every participating subsequent websites the user visits

17. Contextual Advertising Ads are determined by the content on the webpage Native advertising Advertiser gains attention by providing valuable content in the context of the user’s experience Controversial May be deceptive

18. Rich Media Interactive digital media that exhibit dynamic motion Advertisements that appear on the net Pre-rolls: Commercials appear before the content user seeks Online commercials Video clips of various entertainment that can be availed on demand from the Internet Video-on-demand Short featured films created by the advertiser Webisodes

19. Web 2.0 – The Social Media Landscape 15-19 Facilitates interactive information

20. Types of New Media

21. Social Media Allow the creation and exchange of user-generated content Social networking sites: Platforms for networks or social relations Allow sharing interests, activities, backgrounds, or real-life connections

22. Motivations for Using Social Media To share ideas, activities, and eventsCommunity involvementTo gain informationEntertainmentRemuneration

23. Marketers’ Reasons for Using Social Media Driving traffic to one’s site Communicating with customers Gaining brand exposure

24. Facebook Allows advertising that targets subsets of Facebook users Based on demographic and geographic data and interests and activities Used to: Create and push content Help manage reputation

25. Twitter Enables users to send and receive text- based messages up to 140 characters Benefits Best channel for direct communication with customers Easy and cost-effective way to gain brand exposure Good ability to drive traffic directly to a site Used to: Respond to customer complaints and/or inquiries Re-tweet important information Monitor the market for opportunities or threats

26. Google+ Allows users to: Develop own profile Control profile appearance across the entire Google network Allows for the development of a community Facilitates communication with customers Offers excellent brand exposure

27. YouTube Hosts content for information and entertainment Users can upload and share their own videos and those placed by others Used as an advertising medium or search platform by marketers

28. Additional Social Media Instagram Online photo-sharing and social networking site Allows users to post and edit pictures and share them on a variety of social networks Pinterest Pinboard-style photo-sharing website Allows users to create and manage theme-based image collections LinkedIn Used by marketers to connect to customers with specific interests that may be related to their brand

29. Podcasting, RSS, and Blogs Podcasting Uses the Internet to distribute audio/video files Really Simple Syndication (RSS) Specification that uses XML to organize and format web-based content in a standard way Blog Web-based publication consisting primarily of periodic articles Presented in reverse chronological order

30. Other 2.0 Media Forms Augmented reality apps QR codes: Barcodes used in print ads Near field communication (NFC) Delivers content through an embedded chip that allows wireless communications just by touching the material Elements are augmented by computer sensory input QR codes that when scanned provide additional content to website May replace QR codes

31. Uses of Social Media in IMC Mix Enable companies to interact with their customers Way to engage customers (contests, online voting, online games, submit ideas Enables consumers to see others using product Provides information to customers Enable customers to interact with one another as well as companies Word-of-mouth Support causes important to consumers 15-31

32. Sales Promotions are Done on Web Sites 15-32 Sweepstakes example

33. Personal Selling on the Internet Cross-selling Valuable source of leads Greater potential reach Cheaper than personal selling May Replace Personal Selling May Enhance Personal Selling Efforts Prospects request sales calls Improves 1-on-1 relationships Primary source of information Stimulates trial 15-33

34. Public Relations on the Internet 15-34 Information on company’s philanthropic activities Ways to generate funds for charitable organizations

35. Direct Marketing on Internet Direct Mail Email – targeted to consumers Junk mail = spam = nuisance Infomercials Infomercial.com E-Commerce Becoming industry all it’s own 15-35

36. Mobile Has significant impact on companies’ IMC programs Rapid growth and adoption by consumers is making marketers realize their potential in a marketing context

37. Internet Metrics Post-click conversions Clicks Cost per conversion Average frequency Unique visitors Ad exposure time Visits Offline sales lift Webpage eye tracking 15-37

38. Internet Marketing Pros and Cons Target Marketing Message Tailoring Interactive Capabilities Information Access Sales Potential Creativity Exposure/Speed Advantages 15-38

39. Internet Marketing Pros and Cons Potential for Deception Privacy Irritation Clutter Disadvantages 15-39 Measurement Problems