...and Advertising 9.0 Introduction: 1 9.1 Characteristics of marketing communications via Internet 1 9.2 Advertising Models for the Web 1 Types of Adverts 2 9.3 Measuring Effectiveness of an E-commerce Web site 2 9.4 Exercise: 3 9.0 Introduction: E-Marketing is the online management process responsible for identifying, anticipating, and satisfying customer requirements profitably. 9.1 Characteristics of marketing communications via Internet a) Interactivity-Opportunities for customer to ‘pull’ message (traditionally ‘push’ has dominated) b) Intelligence- Low cost market research about markets c) Individualization- messages can be tailored to individuals (point casting -v- broadcasting) - also known as personalization d) Integration- How Internet allows organizations to contact customer, & how this fits with existing means of communication and how customer can contact organization e) Industry restructuring-few middlemen f) Independence of location- how marketing developed for one nation (culture), work in another Marketing involves brands. For a brand to be successful people have to be aware of it, it must be of good quality, and should have some loyal customers. 9.2 Advertising Models for the Web The basic questions are: 1. How can content best be delivered to customers? 2. Will advertising techniques used in print and electronic broadcast media work on the web? 3. Will standard methods used to track the success of advertising in...
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...------------------------------------------------- Online advertising From Wikipedia, the free encyclopedia Part of a series on | Internet marketing | * Search engine optimization * Social media marketing * Email marketing * Referral marketing * Content marketing * Native advertising | Search engine marketing | * Pay per click * Cost per impression * Search analytics * Web analytics | Display advertising | * Contextual advertising * Behavioral targeting | Affiliate marketing | * Cost per action * Revenue sharing | Mobile advertising | * v * t * e | Part of a series on | E-commerce | Online goods and services | * E-books * Software * Streaming media | Retail services | * Banking * DVD-by-mail * Flower delivery * Food ordering * Pharmacy * Travel | Marketplace services | * Advertising * Auctions * Comparison shopping * Social commerce * Trading communities * Wallet | Mobile commerce | * Payment * Ticketing | Customer service | * Call centre * Help desk * Live support software | E-procurement | Purchase-to-pay | * v * t * e | Marketing | Key concepts | * Product marketing * Pricing * Distribution * Service * Retail * Brand management * Brand licensing * Account-based marketing * Ethics * Effectiveness * Research * Segmentation * Strategy * Activation * Management * Dominance * Marketing operations...
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...release in the real world. Also, the platform allows users to design the jeans for their avatar, which they could then share with other avatars. I believe Zwinktopia is a good platform that would better convey the message that Foley wants sends to the target customers. In addition, Zwinktopia’s marketing plan is the most economical one among all social medias. Zwinktopia has cheaper one-time charge fee, and the cost of using Zwinktopia is $100,000 annually while $150,000 for Facebook quarterly, and $300,000 for YouTube plus CPM of $40. In sum, adopting Zwinktopia would directly reach out UnMe’s target teenage and deliver UnME’s concept. Also, using Zwinktopia has lowest financial risk compare to Facebook and YouTube. 2) The benefits of advertising with Zwinktopia are three-fold. First, launching the virtual UnME jeans retail store on Zwinktopia would inform the users about new products in real world and stimulate in real-world purchasing. Second Zwinktopia could design jeans by themselves through Zwinktopia...
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...Advertising is a paid, mediated form of communication from an identifiable source, designed to persuade the receiver to take some action now or in the future. Nowadays advertising has become a part of our everyday life. It seems like anywhere you look there is an advertisement. You can find it on metrocards, milk containers, drink bottles, highway billboards, train stations, sides of buses and taxis. It is also common to encounter advertising in such traditional media as television, magazines, newspapers and radio. Lately the internet is becoming more and more important medium for advertisers. The history of advertising has long roots. The early advertising had a form of word of mouth and simple flyers/posters. With recent developments in technology the advertising procedure moved up to using the radio to help capture a bigger audience. Television provided for even bigger audience so advertisers are still using TV as a medium for their products. Lately companies started to realize the tremendous amount of traffic that is generated by the Internet. With the tremendous amount of users that increase hourly there is now no doubt that the Internet is the biggest gold rush of our lifetime. Internet operates on a set of technical protocols that enable people from around the world to access and exchanged information using tools such as e-mail, chat rooms, blogs and so on. Internet began as a project of the U.S. military, which wanted a communication system that was strong and non-centralized...
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...Dubai Digital Advertising Kenana Al-Shash ID: 122200172 Internet advertising has proven to be a targeted approach to reaching your customer base, and is easily the most cost effective and measurable method of obtaining new customers. Nowadays, more and more innovative types of online advertising are coming into existence as the Web matures. I'm going to list some of these ways and explain each one of them, and explain how online advertising is more effective than other types of advertising. First of all we have Google AdWords (Pay-per-click Advertising): Pay per click advertising is an excellent alternative for companies who have the financial resources and can make an investment in order to bring targeted traffic to their websites. Like SEO traffic, "AdWords" is considered targeted because people are actually typing in keyword phrases that are relevant to your products and services before clicking on your advertisement. This can bring a flood of traffic to your online business very quickly, and this is an excellent choice as long as you’re able to turn a profit. Then, the Banner Ads: A banner ad is a graphical bar or button containing text or graphics designed to attract a viewer's attention and induce an action (usually, invite the viewer to click through the banner and visit the advertiser's site).Banners come in all shapes and sizes, although some clear standards have emerged. Banner ads can be static or animated. Some sites show more than one banner ad per page, and...
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...Marries Purchase Metrics to Banner Ads >Abstract As little as two years ago, many advertising pundits were bemoaning the inevitable demise of the banner ad on the Internet. But maybe they were too quick to judge. This case reveals how Yahoo!, in combination with ACNielsen’s Homescan®, has developed a methodology (Consumer Direct) to evaluate the true effectiveness of banner ads, from ad exposure to shopping cart. It also reveals the role Dynamic Logic played in conducting postexposure ad evaluation. www.yahoo.com; www.acnielsen.com; www.dynamiclogic.com >The Scenario If you are a product manager for a consumer-packaged-goods (CPG) company—for example, you manufacture toilet paper, or soup, or boxed dinners, or bar soap—a large portion of your advertising budget is going into television. “CPG companies have large marketing budgets and, understandably, have been extra careful in their move toward Internet advertising,” shares Ken Mallon, Yahoo’s director, insights products.1 “The thinking is that no one goes online to search out information on paper towels. But that doesn’t mean that Internet ads can’t significantly lift in-store sales.” With Internet consumption on the rise,2 and all other media facing declining consumption as a result,3 new metrics that showcase Internet ads’ targeting efficiency and sales responsiveness were needed. Product managers were facing increasing pressure for strong ROI metrics for media buys, yet they were relying on advertising recall4 or click stream...
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...3 INTRODUCTION Online advertising is one of the most powerful inventions of modern technology. Like all other advertisements, the information is given in order to affect buyers. However it is less expensive and much faster with colour, sound and, motion compared to other medium such as newspapers, magazines, television and radio (Zef & Aronson, 1999). This media is an important and effective medium of internet advertising for anyone wanting to promote their products and services to an audience and has a lot of advantages compared with traditional advertising. The purposes of spending money on internet advertising are: it gives wider coverage, targeted audience, affordable price, easy to track, convenient and better return on investment (ROI) to advertiser. In this project, there are four parts. The meaning and different types of online advertising vehicles are first presented. A discussion about the subject of internet advertising and a study of the effectiveness of online advertising during the intermission period of online series is explained in the second part. A survey of consumer’s usage in ABC.COM, which tested the reaction to and impact of the presence of online episodes and potential customers interaction with advertisements is discussed in the third part and finally the conclusion on the necessity of online advertising in media and the discussion of how far ABC.COM is successful as a brand ambassador in the media environment is given. The purpose of choosing...
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...How to advertise on the InternetFor Growing Business http://www.crecenegocios.com/como-hacer-publicidad-en-internet/ Internet advertising, also known as online advertising or online advertising, is a type of advertising that has as medium or communication channel Internet. Internet advertising allows us to introduce our brand, product or service and persuade your purchase, consumption or use, millions of people located around the world, 24 hours a day, 365 days a year. But in addition to its broad scope, several other the advantages of advertising on the Internet , among which are: its high effectiveness : mainly because it allows us to specify the type of audience to which to direct our ads. its low cost : use a medium or design a banner usually does not involve higher costs. ease of use : Use a...
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...Branded content is a form of advertising medium that blurs conventional distinctions between what constitutes advertising and what constitutes editorial content. Branded content is essentially a fusion of the two into one product intended to be distributed as editorial content, albeit with a highly branded quality and often labeled as "sponsored." Branded content is the merger between advertising and entertainment. the content is more sophisticated than product placement because the content is embedded into the programming. As recently as one month ago, you could get away with sucky content with a sprinkling of keywords, ala the notorious content farms we all know and mostly scroll down to ignore in our search results. Today, that can be considered a “no-brain approach.” So what is a marketer to do? A great solution is to jump on the branded content gravy train. Branded content harks back to the days where radio shows were sponsored by detergent manufacturers and the like, hence the term “soap opera.” Listeners received free entertainment produced with an advertiser’s funds; in exchange, they had to listen to the occasional sponsored message by the soap manufacturer. Not a bad deal, and pretty much everyone walked away a winner. Today, branded content is a bit of a renaissance on the web, and for good reasons. According to marketingcharts.com,(下面那張圖) sites with branded content totally kick butt, outperforming in 41 out of 43 advertising metrics. Those figures should make a...
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...Choosing the Right Advertising Medium for Your Small Business For a small business, every dollar is precious. Small businesses do not advertise for the sake of advertising. Instead, they want to get the most return for their investment. Learn the advantages and disadvantages of each advertising medium that you can use to provide your business the winning edge. by Lyve Alexis Pleshette PowerHomebiz.com Staff Writer 259 If you are ready to get the word out about your business, one of the steps that you need to do is to select the right media where you will advertise and promote your business. For a small business, every dollar is precious. Small businesses do not advertise for the sake of advertising. Instead, they want to get the most return for their investment. Your advertising campaign should translate to greater sales, more profits and healthier bottom line. While there are a number of venues where you can promote your business, you need to ask three important questions: Where are my target buyers? What is the best medium to reach them? Can I afford to launch an effective campaign using this medium? An important step to developing your sales and marketing plan is to select the right media to send out your message. There are no hard-and-fast rules as to which media is better. The right media for one business may be wrong for another. Below are the relative advantages and disadvantages of the advertising media most frequently...
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...DIGITAL MARKETING PLAN – OLA AUTOS DIGITAL MARKETING PLAN – OLA AUTOS Done by: Ayush Srivastava - 32 Manjula Puranik - 77 Tanika Naik - 160 Done by: Ayush Srivastava - 32 Manjula Puranik - 77 Tanika Naik - 160 INTRODUCTION The internet and ascents in digitization and social networking have transformed how companies reach out and connect to their clients and partners. Digital marketing has proved to be a commanding enabler and radical of business models. We see its consumption going beyond the normal boundaries of geography and time. Flourishing evidence points that a persistent digital presence, based on a sound understanding of the eccentricities of the digital landscape, transforms into major business value. For our Digital marketing plan we have selected Ola Auto services as it is a new service with little digital marketing if any done as of now. Our digital marketing plan for the same is as given below. Target Audience Keeping the product in mind, the plan aims to target the masses, hence we will be having multiple targets, with varying priorities which are as follows: * Young College Going Students – Priority 1 * Profile: 18-25 yrs, budget constraints, irregularity in buying patterns, maximum consumption on weekends * Requirements: Availability in the evenings, especially on weekends, last minute bookings, short distance travel * Expectations: Cheap fares, Quick and hassle free service, gps for unknown locations, music...
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...Brokerage Brokers are market-makers: they bring buyers and sellers together and facilitate transactions. Advertising The web advertising model is an extension of the traditional media broadcast model. The broadcaster, in this case, a web site, provides content (usually, but not necessarily, for free) and services (like email, IM, blogs) mixed with advertising messages in the form of banner ads. Infomediary Independently collected data about producers and their products are useful to consumers when considering a purchase. Some firms function as infomediaries (information intermediaries) assisting buyers and/or sellers understand a given market. Merchant Wholesalers and retailers of goods and services. Sales may be made based on list prices or through auction. Manufacturer (Direct) The manufacturer or “direct model”, it is predicated on the power of the web to allow a manufacturer (i.e., a company that creates a product or service) to reach buyers directly and thereby compress the distribution channel. Affiliate In contrast to the generalized portal, which seeks to drive a high volume of traffic to one site, the affiliate model, provides purchase opportunities wherever people may be surfing. It does this by offering financial incentives (in the form of a percentage of revenue) to affiliated partner sites. Community The viability of the community model is based on user loyalty. Users have a high investment in both time and emotion. Revenue can be based on the sale of...
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...How to Acquire Customers on the Web by Donna L. Hoffman and Thomas P. Novak Reprint r00305 M AY – JUNE 2000 Reprint Number RANJAY GULATI AND JASON GARINO The E-Business Frontier: Syndication: The Emerging Model for Business in the Internet Era E-Hubs: The New B2B Marketplaces Get the Right Mix of Bricks and Clicks NICHOLAS G. CARR On the Edge: An Interview with Akamai’s George Conrades R00303 MICHAEL BEER AND NITIN NOHRIA Cracking the Code of Change R00301 MODERATED BY DENNIS CAREY Lessons from Master Acquirers: A CEO Roundtable on Making Mergers Succeed R00312 ANDREW HARGADON AND ROBERT I. SUTTON Building an Innovation Factory R00304 WARREN BENNIS AND JAMES O’TOOLE Don’t Hire the Wrong CEO R00302 KEVIN WERBACH STEVEN KAPLAN AND MOHANBIR SAWHNEY R00311 R00306 R00313 FORETHOUGHT PAUL NUNES, DIANE WILSON, AND AJIT KAMBIL A CONVERSATION WITH ALAIN-MICHEL DIAMANT-BERGER RICHARD METTERS, MICHAEL KETZENBERG, AND GEORGE GILLEN YOUNGME MOON AND FRANCES X. FREI DAVID BOVET AND JOSEPH MARTHA REGINA FAZIO MARUCA The All-in-One Market E-Procurement at Schlumberger F 00301 F 00302 Welcome Back, Mom and Pop F00303 Exploding the Self-Service Myth Biogen Unchained Mapping the World of Customer Satisfaction F00304 F00305 F00306 WARREN D. MILLER HBR CASE STUDY The Ghost in the Family Business MONIQUE MADDY R00308 FIRST PERSON Dream Deferred: The Story of a High-Tech...
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...Above the line advertising refers to the usage of the more prominent media formats to advertise the product. The irony with above the line advertising is that it came into being because of below the line advertising. Most of the conventional advertising was above the line. Companies would advertise in newspapers, magazines, billboards and television. This was a time when the aspirations, companies and products were limited. As debt became cheaper and technology took rapid strides in the form of the Internet many wannabe entrepreneurs took the plunge. They realized that if they had a good idea, it would not be long before it could be brought to market. They did not have the budgets for above the line advertising. They had to resort to guerilla marketing techniques to get the message across to the target audience. They had to try out various tactics to get word-of-mouth promotion going. Viral marketing came into being. When all this was happening, marketers decided to draw a line between different advertising mediums. One part was called “above the line” while the other was called “below the line.” In organizational business and marketing communications, Below the Line (BTL) is an advertising technique. It uses less conventional methods than the usual specific channels of advertising to promote products, services, etc. than Above the Line (ATL) strategies. These may include activities such as direct mail, public relations and sales promotions for which a fee is agreed upon...
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...Final Year Project on internet marketing ….is it there yet Project Guide: Prof. Kuldip Kawatra Project by Mr. Heemanish Midde Roll No.: 220 2007 - 2009 Xavier Institute of Management & Research, Mumbai Mumbai University DECLARATION I hereby declare that this report titled “Internet Marketing" is a record of independent work carried out by me as a part of Final Year Project for the MMS course of Mumbai University for the period starting from January 2009 to May 2009. The above project was performed under the guidance of Prof. Kuldip Kawatra. I declare that the information given in the above project is true to my knowledge. Dr. K. N. Vaidyanathan Director, Xavier Institute of Management & Research Mumbai University Heemanish Midde MMS Xavier Institute of Management & Research Mumbai University 2 ACKNOWLEDGEMENT The work on this project has been an inspiring, often exciting, sometimes challenging, but always an interesting experience. At the very outset, I wish to thank Mr. Kuldip Kawatra for giving me the opportunity to participate in this interesting research project, that helped me gain insights into the Internet World. He has supported me with his guidance, insights, encouragement and many a fruitful discussion on Internet Marketing. I am grateful to him to have spared his time and showing the patience to our answer our queries. The kindness shown by him, in spite of him being so busy with his work, is highly appreciated. I would also like...
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