Chapter 17
Internet Media Options
The power of the internet view it as a multiA primary decision for
managers is to strategically use the features of the Internet to
achieve communication and behavioural objectives. Various
brands treat it as a media channel for advertising; a sales
promotion through games and online experiences; public
relations and finally a direct response communication
mechanism.
Methods of Reaching Target Audience
Target audience can be reached through behaviour, context,
geography, site loyalty, and time of day.
Behavioural Targeting Another Internet advertising concept that
has only recently gained acceptanceis behavioural targeting.
Behavioural targeting is based on advertisers targeting
consumers according to their website-surfing behaviours. By
compiling clickstream data and Internet protocol (IP) information,
segments of potential buyers can be identified and ads directed
specifically to them.
Contextual Targeting Advertisers who target their ads based on
the content of the Internet page areusing contextual targeting.
Contextual ads are determined by the content on the web page.
Geographic Targeting Increasingly, advertisers are adjusting their
Internet communication messages depending upon where the
user is located. This information can be determined with the
user's voluntary declaration of residence (e.g., country, city, etc.)
and to some degree with technological features.
Site-Loyalty Targeting Websites fit into a variety of categories,
much like television specialty channels, and recent research
indicates that consumers have an affinity for or are very loyal to
particular sites for their information or entertainment needs.
Time of the day targeting (variation in use of marketing has it is on T.V it also happens in website.)
Adverting
The type of online advertising used by companies is:
Banners A common form of advertising on the Internet is with
banner ads. Banner ads take their name and format from ads
found in other media. Banner ads initially look like a print ad
found in newspapers or magazines and are referred to as display
ads, the same name used in the original media. Study also
reveals a strong dislike for flashing banner ads indicating that
viewers almost immediately dismiss them.
Pop-Ups/Pop-Unders While Internet users are browsing, a
window—or maybe even a creature of some sort— might appear
on their screen with a message. These advertisements are
known as pop-ups, and appear when users access certain sites.
Pop-ups are usually larger than banner ads but smaller than a
fullscreen. Pop-unders are ads that appear underneath the Web
page and become visible only when the user leaves the site.
Welcomed when users are in a more entertainment- minded
mood, the ads are relevant, or the ads provide value in some
manner.
Interstitials are ads that emerge on the screen while a site's
content downloads. Although some advertisers believe that
interstitials are irritating and more of a nuisance than a benefit. A
new form of interstitial is in-person ads, where a person begins
speaking to the user, so the effect is similar to experiencing a
presentation from a sales person.
Sponsorship Another common form of advertising is
sponsorship. Two types. Regular sponsorship occurs when a
company pays to sponsor a section of a site. A more involved
agreement isthe content sponsorship, in which the sponsor not
only provides dollars in return for name association but also participates in providing the content itself.
Push technologies, or webcasting technologies, allow
companies to “push” a message to consumers rather than
waiting for them to find it. Push technologies dispatch Internet
pages and news updates and may have sound and video geared
to specific audiences and even individuals.personalization—
that is, they can personalize their sites to request the kinds of
specific information they are most interested in viewing.
Links serve many of the same purposes as are served by the
types discussed above. A visitor to one site may click on a link
that provides additional information and/or related materials at
another site.
Paid Search A substantial form of advertising on the Internet is
that of paid search, or search engine advertising in which
advertisers pay only when a consumer clicks on their ad or link
from a search engine page.
Podcasting is a medium that uses the Internet to distribute
audio and video files for downloading to various portable
handheld devices for learning or entertainment purposes.
Really Simple Syndication (RSS) is a specification that uses
XML to organize and format Web-based content in a standard
way. The difference between Web content and an RSS feed is
that the latter can send out notifications whenever new material
is available.
Blog (or weblog) is a Web-based publication consisting primarily
of periodic articles, normally presented in reverse chronological
order. As noted, blogs may reflect the writings of an individual, a
community, a political organization, or a corporation, and they
offer advertisers a new way to reach their target audiences.
Personal bloggers are key influence for consu
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