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TitleChapter 13: Digital Media
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-can type a keyword to search sth

5. netcasting-radio n tv broadcast online

6. broadband-used to indicate a high speed connection to e internet

-slow difficult to download larger file

-higher speed access, easier to access complex files

7. bandwith-a term used to describe the carrying capacity of an idv’s computer connection

e internet audience

 young tech savvy innovators-any age or interest group

 teens spend more time online

 internet is ultimate niche medium in that people turn to it to find out about any topic that

interest them

internet marketing

 created new ways to do business

 most companies have website that provides info, but many also sell product online

 it provides ways to track customer behavior and preferences thru database and predictive

modeling

 internet brands-selling online and in stores

internet as a marcomm media

 online marcom serve five primary purposes

1. provides a brand reminder message to people who are visiting a website

2. like an ad in traditional media and delivers an informational or persuasive message

3. provide a way to entice people to visit the advertiser’s website by clicking on a banner or

button that links to the website-driving traffic to the website

4. search-enable customers to find brands, customer reviews, and other product info

5. interactivity-customer possible to move away from being a target and initiate contact

with a company or with other customer and have a conversation about a brand

6. provide general info about a company and its brands or an online version of the

company’s catalog

 both an opportunity and challenge coz even though u can create an animated brand

presence-visitors remain completely in charge and competitors are just a click away

function internet marcom

 sell products and manage their business operations

 advertise include the info, ent, social and word of mouth, dialogues, roles



1. info role

-provide info for consumer decision making

-traditional media vehicles have websites that adapt e info from their mainline format

-reader generated content

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2. ent role

-go online for ent, playing games, playing stock market and keeping up with fashion,

music and videos

-some are personally challenge

-either for escape or relaxation and that also makes them a useful medium in which to

advertise coz e message can b assoc with positive exp

3. social role

-virtual communities where customer and prospects hang out and discuss brand prob,

solutions, and new uses among themselves

-social networking sites allow users to share personal info with friends

-personal content, user engagement, social r/s and group dynamics differentiate social

media from conventional mass media

-social engagement helps idv develop sense of self

-sns so attractive coz they engage e power of friendship based influence

-ntwork members likely to respond to mssage on the sites

-offer opportunities for marcomm messages

-user generated ads-the content of commercial nature that is created or posted in the

pages of users in social media that promotes a product, service or cause

4. Word of mouth role

-characteristics that support two basics obj that drive advertiser’s use of the internet:

1. create dialogu with customers

2. stimulate a conversation among and between customer and potential customer

-relate the power of word of mouth-developed a growing respect for media that

generate buzz or word of mouth

-the most influential media is word of mouth

Types of online marketing

Websites

 Aka home page, a company’s website is the online face it presents to the public

 Blurs the distinction between marketing communication forms, such as ads, direct marketing

and public relations

 Website can be information source with researchable library of stories and data about

product, product categories and related topics

 To create a brand or organizational identity and reinforce brand position

Effectiveness depends on several factors

1. Stickiness-one that encourages visitors to ‘stick around’ instead of bouncing to another

site

-has to b interesting n offer meaningful interactivity

2. Ease of navigation

E mail communication

 It is so inexpensive

 It takes a list of email address, a computer and an internet connection

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 Viral marketing uses email, fb and twitter to circulate a message among family and friends

Internet growing so fast

 Combines e best aspect of traditional media

 Receive major benefit of tv ads such as motion, benefit of direct response is interactivity n

the major benefit of print is its depth of info

 Internet ad provide all of these benefits n often at much lower cost than traditional media

 Most forms of online ads weathered e recent recession better than most other forms of

traditional ads

Banner and display ads

 Banner ads-small ads on other web pages that lure visitors to switch pages

-can click on them to move to the advertised website

-easy to create and are usually placed on a website featuring complementary products or

related topics

-overal click thru rate has dropped

-help build brand awareness even if they don’t deliver a high level of response

Common formats

1. Skyscrapers-extra long, skinngy ads running down the right or left side of a website

-response rates for skyscrapers began to be used aggressively by more companies in

early 2000s, can be 10 times higher than for traditional ads

2. Pop ups and pop behinds-burst open on the computer screen either in front of or behind

the opening page of the website

-present info n games

-seen as intrusive and annoying

3. Micro sites/mini sites-small websites that are the offspring of a parent website

-may cover particular product, campaigns, events, or promotions

-tend to be more tightly focused that their parent sites and be transitory coz the reason

for the site might have a time frame and expire

-allows advertisers to market their product on other branded websites w/o sending

people away from their sites they’re visiting

4. Superstitials

–thought as internet commercial and are designed to work like tv ads

-20 sec animation appears in a window

5. Widgets

-tiny computer prog that allow people to create and insert professional looking content

into their personal websites and also onto their tv screens

-include new notes, calculators, weather feeds, stock stickers, clocks, book, n etc

Classification:

1. Self expression tools

2. Revenue generators on blogs

3. Site enhancement device

4. Marketing comm message

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Online video ads

 Most common type are in a pre roll format which forces viewers to watch a video ad before

viewing video clips

 Interactive video ads that drop down over the screen and allow viewers to click for more info

 Lack of standardization means agencies have higher production costs as they try to adapt to

different delivery systems

 Ad selector, a feature that offers a group of ads and invites viewers to choose one

Search ads

 Driven by keywords that consumer use to search info

 Provides the marketer with an opportunity to position a brand message adjoining the list of

sites that is compiled in response to a keyword by search engines

 Search engines auction off positions that let advertisers’ ads be seen next to specific search

results

 Adjoining ads are not perceived to be as an intrusive as other forms of ads

 Search optimization-e practice of maximizing e link between topics and brand related

website

-Companies try to affect their search engine rankings in order to drive more traffic to their

websites

-they want their ads to appear as close to the top of the list as possible in order to have

maximum visibility

-1
st

step, registered with popular search engines so that it shows up early on the list provided

by the search engine

Classified ads

 Small part of online ads pieces, whether thru local media websites or craiglist, Used by local

ads and org

 Craiglist is a community exchange for people who either want to sell sth or are looking for sth

-its business model is to operate as a public service

-doesn’t accept ads but does charge for real estate listings and open job postings

Internet ads sales

 Yahoo more traffic but google most successful at attracting ads

 Selling online ads space is complicated

 Middleman companies act as brokers for online ad space that they aggragate across different

sites and package as single buys, in effect setting up an ad work

-these ad networkers offer less well designed sites and positions and may sell space for less

than a dollar per thousand viewers

-criticized for flooding e internet w cheap and sometimes tacky ads

Social media tools

 The use of blogs, linked social networks and online communities to build relationship with

customers

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 Social media as tools to promote brands, engage customers and create brand relationships

and most of these efforts are free or cheap compared to other forms or marcomm

 Open up a new environment of conversation based marcomm, creating opportunities for

entirely different forms of nearly instantaneous customer connections

-word of mouth advertising on steroids

Blogs micro and chatrooms

 Blog-Diary like webpage created by idv to talk about things that interest them

 Blogs are produced by some 100 m digital essayists worldwide

 For creative expression and opinion pieces for generally anonymous audiences

 For making money, publish news n politics

 Contained links to related sites the bloggers consider relevant

 May have higher levels of credibility than ads or corporate websites-self serving

 Corporation also use blogs in addition to their traditional website to engage stkaeholders of

all kinds

 Prob with blogs is that they take lots of time and many bloggers run out of steam

 Prob-criticized stealth advertisers

 Micro blog-mini posts invite users to share their daily doings and immediate thoughts with

people who have subscribed, called followers eg. Twitter

 Chatrooms-groups of people with a special interest can contact one another and exchange

their opinions and experience

Sns

 Link friends, fans or others who share interest in some topic

 Companies have their own facebook n myspace pages with their own brand profiles just like

any other members

Video and image sharing

 Can post video and photographs

 Videochat services that make possible for friends, family members and colleagues at far

distances to talk in real time

 Viral video-videos uploaded to the sites and share with others

Social games and virtual communities

 Live imaginary lives online by playing social games

 Can created their own avatars

 Second life even has a commercial side with its own currency that u use to buy islands of

space and create your own place

Social media strategies

 To take advantage of the strengths of these new media forms

 See values in conversations customer r/sbuilding comm, rather than targeting and

promoting to a mass of anonymous customer

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