E-marketing communication

E-Marketing Communication 05 May 2008 / Lecture slides for Digital Marketing course Contact: ysoylu@su.sabanciuniv.edu Yeşim Soylu Melike Akdülger Okan Erol Ilgın Ece Şahin Kemal Yerlikaya Seda Çetin

Lecture Objectives ,[object Object],[object Object],[object Object],[object Object],[object Object]

Consumer b ehavior is c hanging

Technology h as c hanged t oo ..

We i nfluence e ach o ther differently

From advertising age to conversation age http://darmano.typepad.com/logic_emotion/conversation_marketing/index.html

Integrated Marketing Communications ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Integrated marketing communications The coordiation of communications channels to deliver a clear,consistent message

How do internet marketing communications differ from traditional marketing communications? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Online communication mix ,[object Object],[object Object],[object Object],[object Object],[object Object]

Characteristics of interactive marketing communications ,[object Object],[object Object],[object Object],[object Object],[object Object]

Marketing Communication Tools ,[object Object],[object Object],[object Object]

Marketing Communication Media ,[object Object],[object Object],[object Object],[object Object],[object Object]

Strengths & Weaknesses of Media Criterion TV Radio Magazine Newspaper Direct Mail Internet Involvement passive passive active active active interactive Media Richness multi- media audio text and graphic text and graphic text and graphic multi-media Geographic Coverage global local global local varies global CPM low lowest high medium high medium Reach high medium low medium varies medium Targeting good good excellent good excellent excellent Track Effectiveness fair fair fair fair excellent excellent Message Flexibility poor good poor good excellent excellent

IMC Goals and Strategies ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Direct Marketing ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Direct Marketing ,[object Object],[object Object]

Techniques ,[object Object],[object Object],[object Object],[object Object],[object Object]

E-mail (Advantages) ,[object Object],[object Object],[object Object]

E-mail (Disadvantages) ,[object Object],[object Object],[object Object],[object Object],[object Object]

Email: Spam! ,[object Object],[object Object]

Newsletter Advantages ,[object Object],[object Object],[object Object],[object Object],[object Object]

Permission Marketing ,[object Object],[object Object],[object Object]

Opt-in ,[object Object],[object Object],[object Object]

Viral Marketing - WoM ,[object Object],[object Object],[object Object]

Messaging ,[object Object],[object Object],[object Object]

Location Based Marketings ,[object Object],[object Object],[object Object]

Internet Advertising ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Banners: ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Banners: ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Banners: How To ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Banners: Top 10 Tips ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Pop-Ups ,[object Object],[object Object],[object Object],[object Object],[object Object]

Interstitials, Superstitials & Screen Interrupts ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Example: Superstitials ,[object Object]

Marketing Public Relations ,[object Object],[object Object],[object Object],[object Object]

Marketing Public Relations ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Marketing Public Relations ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Marketing Public Relations ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],“ A brand community is a specialized, non-geographically bound community, based on a structured set of social relations among admirers of a brand.” Muniz and O’Guinn (2001, p.412)

Marketing Public Relations Spread Firefox Nike Plus Harley Davidson Dell Ideastorms

Marketing Public Relations Information Exchange Social Interaction Group Focus Loose High Social Structure The first types of virtual internet based communities that were of value to marketers. Source: Kozinets (2000) Types of users found in virtual internet based communities and their characteristics. Source: Kozinets (2000) ,[object Object],Dungeons Rooms Lists Boards Rings High self-centrality of consumption Strong social ties to community Low self centrality of consumption Weak social ties to community Devotee Tourist Insider Mingler

Sales Promotion Offer ,[object Object],[object Object],[object Object],[object Object]

Coupons & Sampling ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Advergames ,[object Object],[object Object],[object Object],[object Object],[object Object]

Traffic and Metrics ,[object Object],[object Object],[object Object],[object Object]

Traffic and Metrics ,[object Object],[object Object],[object Object],[object Object],[object Object]

Tracking Progress ,[object Object],[object Object],[object Object]

Tracking Progress ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Results ,[object Object],[object Object],More Results Click Through Rate – click to impressions; 0.4 - 10% Customer Acquisation Cost - $82 for online vs $31 offline Conversion Rate – customers to visitors; 1.8%(banners) -5%(emails) Cost per Click – pay per click ADS

IMC Metrics ,[object Object],[object Object],[object Object],[object Object],[object Object]

Mini-Case ,[object Object],[object Object],[object Object],[object Object],[object Object]

To summarize... ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Thanks for listening! ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

E-marketing communication

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E-marketing communication