Textbook Notes (368,967)
Canada (162,317)
MCS 3620 (29)
Bharat Sud (21)
Chapter 7

Chapter 7 Marketing Communications

5 Pages
106 Views
Unlock Document

Department
Marketing and Consumer Studies
Course
MCS 3620
Professor
Bharat Sud
Semester
Winter

Description
Chapter 7 Marketing Communications Planning for Online & Interactive Communications  Online communications offer a high degree of personalization  Medium is unique b/c it allows an organization to listen to customers, learn from them & deliver content & services tailored to their responses & actions  Being used w/ more traditional media Internet Penetration and Adoption  Canada has 1 of the highest levels of internet penetration and broadband access  Seems that Canadians have adopted Internet while maintaining a strong appetite for other traditional media  Traditional media use by Canadians has declined from 50 hours/week to 45 hours  Embraces all age categories  Result of more time spent online  Time spent w/ a media isrd factor media planners will consider  Internet now ranks 3 in terms of weekly time spent w/ all media  Among 18-24 year olds, internet is #1 in terms of weekly time spent w/ a media  Internet is an ideal medium for reaching younger Canadians as well as middle-to-upper income households  Internet is taking on mass media status b/c of time spent will it Online and Interactive Marketing Communications Unique Visitor: An individual who has either accessed a site or been served unique content and/or advertising messages  The internet is absolutely essential for reaching audience under age of 35 years old  Advertisers are investing considerable sums in online advertising  Challenge for marketers is devising a plan that effectively integrates online ads into the marketing communications mix but also determining how much of its budget to devote to online ads  Online advertising provides immediate feedback to advertisers regarding how effectively their message reached the target  Unlike any of the traditional mass media  Automatically gears ads to the personal viewer’s tastes  Since online advertising is measurable it should be attractive to marketing organizations whom have a corporate mandate to be more accountable  The expansion of broadband capabilities and the growing penetration of cell phones & other electronic devices will provide for video downloading, a very attractive option for advertisers who have relied on TV ads in the past The Internet & Targeting  Consumers voluntarily visit specific website and offer to give up info about themselves  Audiences can be targeted based on demographic or geographic variables, time of day and by behaviour  All websites accumulate data on who visits, when and how long they stay  Unlike TV, prime time online is during the day – when people are at work  Attractive because these people usually have higher-than-average incomes. Education and tendencies to shop & buy online Behavioural Targeting: A means of delivering online ads based on consumer’s previous surfing patterns  Internet is unique medium for this  Surfing is tracked by a cookie, a small text file uploaded to a consumer’s web browser and sometimes stored in person’s hard drive  Cookie can remember peoples preferences  Reach is smaller w/ behavioural targeting but is measurable  Ideal for reaching consumers when they are researching a purchase Impression: An ad request that was successfully sent to a visitor. This is the standard way of determining exposure for an ad on the web  An organization can also complete a sale online Mass Customization: The development, manufacture, and marketing of unique products to unique customers  Target an audience of 1 Online & Interactive Communications Planning Interactive Communications: The placement of an advertising message on a website or an ad delivered by email or through mobile communication devices  Usually in form of a banner, rich media ad, sponsorship on website, or ad via email  Can be through cell phones, PDA, Mp3 & video games  Decisions about medium are largely based on the communications objectives & budget available 1 step: establish objectives 2 step: Evaluate the various media options strategically (online campaign? Mobile media campaign?) rd 3 step: Execution (decide how much to spend, how to schedule media activity for year etc.) Creating Brand Awareness Portal: A website that serves as a gateway to a variety of services such as searching, news, online shopping, email, and links to other sites  Most obvious way to achieve awareness is to advertise on web portal  E.g. Google, Yahoo!, Facebook, Canoe etc.  To create brand awareness & awareness of a brand’s promise, a variety of advertising alternatives are available such as banner ads, rich media & sponsorships Building & Enhancing Brand Image  Brand building is the responsibility of marketing communications activities  Goal is to have public see brand positively  Consumers actively seek out product info on company websites so its important that the site project an image in keeping with the overall company image  Common for consumers to be routed to sub-pages on a website (brand page) as they search for info Offering Incentives  To encourage customers to make their initial purchase, price discounts are common  Companies active w/ CRM programs are capable of delivering incentives to customers in their database using email advertising  Contests & sweepstakes are popular online promos  For the chance of winning a prize, a consumer will divulge a lot of information Generating Leads  In B2C or B2B marketing situations, the internet is useful for generating leads  Business people & consumers will also leave vital info when they are searching for info online  Online visitors are known to give out more details about themselves or their business so that they can retrieve info they are looking for  Business sites often request info such as company size, # of employees, type of business, location etc.  This type of info once analyzed & mined can identify potential targets and be used to customize messages Providing Customer Service  In any form of marketing, offering good customer service is crucial  Satisfied customers = good attitude about company and likeness to buy more goods  Online site must be organized & provide good service to customer including speed of service, and openness /accessibility of info  Successful online businesses don't forget their online activities must be backed up by a human component etc. replying to emails speedily  Must pay attention to inbound sales, order tracking, out-of-stock issues etc. Conducting Transactions  The B2B market is booming w/ online transactions and the B2C market is growing steadily yearly  Having a website w/ E-business capabilities is important today Online & Interactive Communications Strategies  Today’s media planners are technologically savvy  The internet & other forms of interactive communications offer a high reach & frequency though advertisers have to b
More Less

Related notes for MCS 3620

Log In


OR

Join OneClass

Access over 10 million pages of study
documents for 1.3 million courses.

Sign up

Join to view


OR

By registering, I agree to the Terms and Privacy Policies
Already have an account?
Just a few more details

So we can recommend you notes for your school.

Reset Password

Please enter below the email address you registered with and we will send you a link to reset your password.

Add your courses

Get notes from the top students in your class.


Submit