Textbook Notes (363,452)
Canada (158,372)
MCS 3620 (28)
Bharat Sud (21)
Chapter 7

Chapter 7

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University of Guelph
Marketing and Consumer Studies
MCS 3620
Bharat Sud

Chapter 7: Planning for Online and Interactive Communciations Internet Penetration and Adoption  Traditional media use by Canadians has declined from 50 hours a week to 45 hours  Such a drop is the result of more time being spend online  An adverage of 17 hours per week online  Internet noew ranks third in temrs of weekly time spent by all adults with all media  18-to-24 year old age group, the Internet is the number one medium in terms of weekly hours spent with a medium  25 to 34 years old, the Internet is fast approaching the time levels of television and radio 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 challenge facing marketers is two-fold: ◦ 1. They must devise a plant that effectively integrats online advertising into the marketing communciations mix ◦ 2. They must determine how much to invest (share to budget) in online advertising  Online advertising provides immediate feekback to advertisers regarding how efectively their message reached the target; it automatically gears ads to personal viewer's tastes, and it generally reaches receptive consumers  Since online advertising is measurable, it should be attractive to marketing organizations  The expansion of broadband capabilities and the growing penetration of cell phones and other small electronic devices will provide for video downloading The Links among Online Communications, Traditional Communications, and E-commerce Traditional forms of advertising drive customers online. Online communciations provide detailed information. The information could lead to an online purchase (e-commerce) or an offline purchase. Online communications strategies must complement offline communications strategies. The Internet and Targeting Behavioural Targeting: Ameans of delivering online ads based on a consumer's previous surfing patterns  Ideal for reaching consumers when they are researching a purchase Cookie: An electronic identification tag sent from a web server to a user's browser to track the user's browsing patters  Asmall text file uploaded to a consumer's web browser and sometimes stored on that person's hard drive  Can be used to remember a user's preferences  By tracking preferences, an organization can directly tailor messages to reach specific consumers 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 Mass Customization: The development, manufacture, and marketing of unique products to unique customers Online and Interactive Communications Planning Interactive Communications: The placement of an advertising message on a website, or an ad delivered by email or through mobile communciations devices The Online and Interactive Communications Planning Process Online and Interactive Communciations Objectives Creating Brand Awareness  Portal: Awebsite that serves as a gateway to a variety of services such as seraching, news, directories, email, online shopping, and links to other sites  To create brand awareness and awareness of a brand's promise, a variety of advetising alternativs are available  Among the options are banner ads, rich media and sponsorships  If the objective is to create brand awareness, the data mentioned about strongly suggest the inclusion of online advertising in an integrated marketing communications plan Building and Enhancing Brand Image  The objective is to have the public perceive the brand in a positive manner  Online communications must present a message and image consitent with and comparable to any traditional form of communication  Consumers actively seek out product information on company websites, so it is important that th site project an image in keeping with overall company image  The brand page must comply with the brand's image and persona  It makes good sense to have an integrated message in terms of look, appearance, and style across all media Offering Incentives  To encourage consumers to make their initial online purchase, price discounts are commonplace  For example: Canadian Tires offers unique and special deals online as a means of getting people comfortable with online buying  Companies that are active with customer relationships management programs are capable of delivering incentives to customers in their database by using email advertising  Contests and sweepstakes are popular online promotions Generating Leads  Consumers willingly disclose information when entering contests  Consumers and business people will also leave the same vital information when they are searching for information online  Business sites often request information such as company size, number of employees, type of business, locaiton, postal code, email address  Once this type of information, once analyzed and mined (data mining), can be used to identify potential targets (one-to-one marketing) and to customize messages and products that are suited to that target Providing Customer Service  offering good customer service is crucial  Satisfied customers hold positive attitudes about a company and are likely to return to buy more goods  Successful online businesses don't forget that online activities must be backed up by a human component  They must pay close attention to inbound sales, order tracking, out-of-stock issues, delivereis and returns, and all the service issues associated with these tasks Conducting Transaction  online purchases, people with money, good creidt ratings and a high degree of comfort with online buying Online and Interactive Communication Strategies  Advertisers now embrace online communications from a more strategic perspective  They recognize the value of online communications and other forms of interactive communciations and make appropriate recommendations when devising an intergrated marketing communications strategy  From a media strategy perspective, the Internet and other forms of interactive communications offer high reach and frequency, Ad Views (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 Frequency (online): The number of times an ad is delivered to the same browswer in a single session or time period Ad Clicks (Clickthroughs): The number of times an ad is delivered to the same browswer in a single session or time period Ad Click Rate (Clicjtrhough rate): The percentage of ad views that resulted in an ad click; determines the success of an ad in attracting visitors to clock on it Visitor (Unique Visitor): Any individual who accesses a website or has been served unique content and/or ads. This is the equivalent of a site's reach. Visitors are identified by user registration or cookies Visit: Asequence of page requests made by a visitor to a website; also called a session or a browsing period Stickiness: Awebsite's ability to keep people at the site for an extended period or to have them return to the site frequently Search Advertising: An advertiser's listing i splaced within or alo
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