14-1 copyright 2012 mcgraw-hill australia pty ltd powerpoint slides t/a advertising and promotion...

14-1Copyright 2012 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell

Chapter 14

Interactive marketing


Learning objectives

1. To examine the development and evaluate the reasons for growth of the internet and interactive media.

2. To define the role and relationships of the internet and interactive media and apply them in an IMC program.

3. To compare the advantages and disadvantages of direct communication on the internet and interactive media.

4. To evaluate the effectiveness of communication through direct communication via the internet.


History and

growth

Interactive and social media marketing

Measuring effectiveness

Advantages and

limitations

Behavioural targeting

Part of IMC

internet

Objectives

Sales promotion

Personal selling

Advertising PRDirect

marketing


Be more kissable


A brief history of the internet

1969 ARPANETLaunched in USA

1986Commercial internet services permitted

1996

Google launched and soon becomes number one search engine in the West

2008 More than 65% of Australian households are connected to the internet

1991

First search engine, Archie,

launched


Growth of internet access (Australia)

Source: Australian Bureau of Statistics, Household Use of Information Technology, Australia, 2008–09 (Catalogue 8146.0)

Household Home Computer or internet Access


Use of digital media

0

10

20

30

40

50

60

Online Social Networking

Ho

urs

(p

er

mo

nth

)

Time spent with digital mediaAustralia

57

7


Social networking participation rates (New Zealand)

0

1

2

3

4

5

6

7

8

All PPL 15+ All PPL 15+ 15-24 25-34 35-44 45-54 55+

Total Population (15+)

Males

FemalesHo

urs

sp

ent

(p

er m

on

th)

Time spent on social networking sites

Source: ComScore, State of The internet with a Focus on New Zealand, July, 2011


The web as an IMC channel


Modified hierarchy of effects model for the internet

AttractAttract

EngageEngage

RetainRetain

LearnLearn

RelateRelate


Internet communications objectives

Create awarenessCreate awareness

Create an imageCreate an image

Generate interestGenerate interest

Disseminate information

Disseminate information

Stimulate trialStimulate trial

Create a strong brand

Create a strong brand

ObjectivesObjectives


Absolut drinks


Business-to-business websites


Huggies go well beyond providing information


Sportsgirl offers multiple interaction opportunities


Ebay offers personalisation and online community


Integrating the internet into an IMC program

AdvertisingAdvertising

Sales promotionsSales promotions

Personal sellingPersonal selling

Public relationsPublic relations

Direct marketingDirect marketing

The internet site should be integrated

with…

The internet site should be integrated

with…


The marketer–customer interface


Advertising on the internet

BannersBanners

SponsorshipsSponsorships

Pop-ups/undersPop-ups/unders

Push technologies(webcasting)

Push technologies(webcasting)

LinksLinks

InterstitialsInterstitials

Internet advertising has a variety

of forms:

Internet advertising has a variety

of forms:

Paid searchPaid search

Contextual adsContextual ads

Rich mediaRich media


Standard internet advertising sizes

Leaderboard (728X 90 pixels)

Banner (468 X 90 pixels)Skyscraper

(120 X 600pixels)

Rectangle(180 X 150 pixels)

Button(125 X 125

pixels)

Not to scale


Types of rich media

WebisodesWebisodesA broad range of interactive digital media

that exhibit dynamic motion, utilising

advanced technologies such as videos

streaming applets.

A broad range of interactive digital media

that exhibit dynamic motion, utilising

advanced technologies such as videos

streaming applets.

Podcasting Podcasting

RSSRSS

Online commercials Online commercials

BlogsBlogs


Marketing bloggers


Sales promotion on the internet


Personal selling on the internet

Vastly increases potential reach

Vastly increases potential reach

Reduces high cost of personal calls

Reduces high cost of personal calls

Provides quick, easy information to

prospects

Provides quick, easy information to

prospects

May be a source of leads

May be a source of leads

May improve one-on-one communications

May improve one-on-one communications

May replace personal selling

May replace personal selling

May enhance personal selling efforts

May enhance personal selling efforts

May serve as a sales conference medium

May serve as a sales conference medium

May help to enhance customer databases

May help to enhance customer databases

May stimulate trial of the goods or service

May stimulate trial of the goods or service


Caterpillar provides information


Public relations on the internet

Press kitsPress kitsPopular PR applicationsPopular PR applications

PhotographsPhotographs

Cross references to other sites or media

Cross references to other sites or media

News stories and press releases

News stories and press releases

Support other activities (e.g. cause-related marketing)

Support other activities (e.g. cause-related marketing)


Public relations on the internet (cont.)


History and

growth

Interactive and social media marketing

Measuring effectiveness

Advantages and

limitations

Behavioural targeting

Part of IMC

internet

Objectives

Sales promotion

Personal selling

Advertising PRDirect

marketing


Measures of effectiveness

Internet-specific measuresInternet-specific measures

SurveysSurveys

Cross-media optimisation studies (XMOS)

Cross-media optimisation studies (XMOS)

SalesSales

Recall/retentionRecall/retention TrackingTracking

Traditional measuresTraditional measures


Measuring the internet


Cross-media optimisation


Measuring interactive media

Traditional measures

Traditional measures

Recall and retentionRecall and retention

SurveysSurveys

SalesSales

TrackingTracking


Sources of audience measurement data

Syndicated research (e.g. Roy Morgan)Syndicated research (e.g. Roy Morgan)

internet Advertising Bureau (IAB)internet Advertising Bureau (IAB)

Bureaux of statisticsBureaux of statistics

Internet service providersInternet service providers

Nielsen Net RatingsNielsen Net Ratings

Data sources

Data sources


The internet and creative impact


Internet advantages and disadvantages

Target marketingTarget marketing

Message tailoringMessage tailoring

Interactive capabilitiesInteractive capabilities

Information accessInformation access

Sales potentialSales potential

CreativityCreativity

Exposure/speedExposure/speed

AdvantagesAdvantages DisadvantagesDisadvantages

Complement to IMCComplement to IMC

Poor reachPoor reach

IrritationIrritation

AnnoyanceAnnoyance

Potential for deceptionPotential for deception

Measurement problemsMeasurement problems

ClutterClutter

PrivacyPrivacy


Additional interactive media

Interactive TV

(ITV)

Interactive TV

(ITV) Wireless Wireless

KiosksKiosks Interactive CDs/DVDsInteractive CDs/DVDs

Location-based technologies

Location-based technologies

Interactive mobile phones

Interactive mobile phones

Emerging interactive

media

Emerging interactive

media


Summary and conclusions As advertisers search for more engaging ways to

interact with customers, new marketing applications for online and interactive technologies continue to emerge.

Interactive marketing communications are changing the interface between organisations and consumers.

Online communications must be integrated into the IMC program.

Advantages of the internet include its versatility, interactivity and its use in building customer relationships.

Interactive media present challenges for audience measurement.

14-1 copyright 2012 mcgraw-hill australia pty ltd powerpoint slides t/a advertising and promotion...

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