INTERNET MARKETING COMMUNICATION
INTERNET MARKETING COMMUNICATION CTEC 4309
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This 8 page Class Notes was uploaded by Mr. Libby Mitchell on Thursday October 29, 2015. The Class Notes belongs to CTEC 4309 at University of Texas at Arlington taught by Chyng-Yang Jang in Fall. Since its upload, it has received 49 views. For similar materials see /class/231268/ctec-4309-university-of-texas-at-arlington in Communication Studies at University of Texas at Arlington.
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Date Created: 10/29/15
Internet Marketing and ECommerce Midterm Review EBusiness Technology The 4 P s Product Promotion Place amp Price Moore s Law GordonMoore Cofounder of Intel Corp The idea that memory capacity doubles every 18 months so you could pack the same technology into half of the space o Impacts are input substitution and new capabilities Example Shopping online eliminates trips to the store and saves on gas What is Digital Storedrepresentedtransmitted in two discrete and wellde ned states 1 amp 0 bit o Pros include management and compression along with the ability to create a digital environment and convergence of technology A Digital Environment Technology allows users to create virtual spaces to display information tell stories educate and amuse o 4 Key Features include procedural programmed participatory spatial and encyclopedic Example Sims Online Facebook Online Forum etc Digital Convergence Merging of industries technology and content this increases exibility in marketing message delivery Example Smart phone or cable companies offering phone services 777e three factors contributing to Digital Marketing are J Moore is Law 2 digital environments and 3 dgita convergence 1 Theory WW Networks and the Internet Internet Access can be either wired Ethernet or wireless ONiFi 777e internet is maturing and expanding in both anam39w cm m communication and content Communication Outlets include o Dominance of Email 0 Social Media Sites 0 Other Applications blogs podcast rss feeds etc Next Generation Internet Semantic Web where the page is all information and machine readable Authenticated Users tailored contented services The Internet Social Networks Links 0 Link Density Clustering few links to other clusters 0 Good for Word of Mouth and Credibility 0 Strong Tie Vs Weak connects you with unidentified people 0 Establishes connections with different people 0 Linkage Six Degree of Separation links to distant parts Hubs amp Authorities Hubs are nodes with a large number of outbound links and authorities are nodes with concentrated inbound links 0 Threats are lack of participation or a deliberate attack Iirtua values activities enhance information to create values and steps include gatneing seecting amp organizing synthesizing and o istribut7ng Metcalfe s Law The idea that each member adds connections to a network o The value of the network then increases at a faster pace than the growth of the network size o Creates framework for permission based marketing as in optinout Individuals Online 60 of the population online is in advanced economics Factors include age education income disability and location Principles of Content Accessibility are as follows J must be perceivabe 2 interface elements must be operable 3 controls and content must be understandable and 4 content must be robust enough to work with current and future technologies The Behavioral Internet 1 Media Equation Media Real Life Politeness and attery Matching Personality Bias ex Gender Media Fidelity Audio vs Video the cartoon mouth and eyes perform higher for the best anthropomorphic figure Example Virtual Agent 2 Flow Flow Experience 9 Satisfaction A seamless sequence of responses Intrinsically Enjoyable Selfreinforcing Loss of selfconsciousness Goaldirected activities vs experiential activities Example Classroom Learning 3 Social Cues Media Richness depending on the message marketing implications may be new customer acquisition andor customer support 4 Quality Cuesmatters Such as brand reputation BBB credentials etc Individualization Concerns may be privacy Authentication recognize people items and information Association remembers relevant information and learns from current activity Interaction reacts on individual basis Web Business Model Business model components include value proposition revenue model market opportunity competitive environment competitive advantage market strategy organizational development and management team Revenue Benefits Provider pays sponsorship alliances banner advertising prospect fees and sales commissions Customer pays product sales payperuse subscriptions and bundle sales Measurement of Online Ads Ad impression reaction to the ad Visit of page requests during one visit of the site Clickthrough click counts Unique Visitors new IPCookies Reach of target customers panel survey Ad Payment can be done by Cost per Thousand the of times an ad was seen CPM Cost per Click did the user click through the ad CPC Cost per Acquisition did the user make a purchase CPA Cost per Lead did the user sign up for any deals CPL Customer Life Time Value This is the future value of profits from a new customer Formula initial value Revenue Cost W Promotion Goals Informing Persuading and Branding AIDA M To raise awareness and increase online traffic create W a positive feeling towards product to have design contents to appeal to target audience and create desire and finally make a purchase Web Benefits includes improve processes which improves images customer loyalty and changes in customers attitudes Efficiency and effectiveness creates cost reduction better customer knowledge and supply chain coordination Brand enhancement category building and quality improvement Online Branding 4 Relatim hips 39 WI 1 about an and m 4 Resonance K E y a H 39 ff 3 3 Response If Judgments Feelings 1 Txiil hal about you t I Ferfonna Imager3 ny 2 Lilleaning f 39LVhat are you x x Sahence 5 l Idenlil I N Wth are you Brand Salience is when you mention a product category and a specific brand comes to mind these brands have a high salience Create this with online ads paid placement and domain names Domain Names vs IP Address Domain Name texted based intemet address IP Address number based internet address Marketing Implication Several domain names to the same IP address help drive traffic to the main site Esta ng Memora 1 Avoid hard to decode domain names omegautaedutlj766 Obtain a category domain pccom Register related itemscommon typos Goooglecom Branded House vs House of Brand 0 i 00 Branded House Coogic i i Congle books Cooglc groups Gengle videos Gougie maps Gouglc llanslate Branded House aii subr bands use the same master brand and oniy di eienuate i rheirdesmptmns Eg Coogie O I C t A U House of Brands PampG ii 63 I39olgers Paii p ers House Of Brands DHSiSI ufvanuus brands each subrbrand operates a snare and pro ts Eg ProttErA Gambia Meet Consumer Expectations Be easy to guess utaedu O 4ii iotAil Hybrid me i vbrid some mmpames resume Vi puts Reinforce Right Brand Response Integrate marketing communication to raise awareness Effective contents maintain fresh updated and relative information Dealing with brand crisis how will a company website help 0 Personalize content creating durability 0 Content breadth and depth Forge Brand Relationship To measure brand rea onshlobrand loyalty review the repurchase rate and referral rate Showing the Legacy Building Community a community based on a structured set of social relationships amongst admirers of the brand Disadvantage Member Dominant lack of control Pros ease of communication awareness reach personalized content and establishes relationships Cons lack of control and lean forward Targeting Approaches Demographic Contextual ads on related sites Behavioral based on browsing patterns Geographic Purchase Based Daypart times and days Af nity capitalizes on hobbies and interests Advantages of Online Ads include consumer tracking personalized contents and facilitating action Disadvantages of Online Ads include lack of attention click fraud privacy concern and intrusive content
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