The Internet and Interactive Media

Internet - Overview



Components include:

• Electronic mail – method of sending messages electronically
• World Wide Web – universal database of information available to internet users

Uses of the Internet for Marketing Uses of the Internet for Marketing

• Electronic business – use of the Internet to conduct business activities
• Electronic marketing – the use of the Internet to conduct marketing activities
• Electronic commerce – use of the Internet for buying and selling products and services
• Electronic media – using the Internet as an advertising medium and a way to disseminate information to consumers

Elements of the Internet

• Electronic mail (e-mail ) – Allows users to send electronic mail
• Usenet – Discussion groups, newsgroups, bulletin boards
• Telnet – Databases, library catalogs, and electronic journals
• File transfer protocol (ftp) – Software protocol for transferring files
• Hypertext transfer protocol (http) – Software protocol for transferring hypertext language files
• Client server – Computer system for transferring files between computers
• Gopher – Document retrieval system used to search for Information
• Wide Area Information Server (WAIS) – Use of keywords in databases to retrieve full text information
• World Wide Web (WWW) – Sound, graphic images, video, and hypertext on single pages

The Internet Picture

Internet Terms

Internet Communications Objectives

Skyy Blue creates an image for the brand through its web site

Internet Advertising

• Sponsorship – Ownership of an entire site or page
• Banner Ads – A portion of another owner's page
• Pop-Ups – Small windows that appear automatically
• Interstitial – Ads appearing while waiting for a page to load
• Push Technologies or Webcasting – Automatic or unsolicited message delivery
• Links – Hypertext links to other sites, pages or locations

i Village has numerous sponsorship partners

Banner ads come in a variety of formats

Personal Selling on the Internet

• May replace personal selling
  • Reduces high cost of personal calls
  • Vastly increases potential reach
• May enhance personal selling efforts
  • Provides quick, easy, information to prospects
  • May be a source of leads
  • May help to enhance customer data bases
  • May stimulate trial of the goods or service
  • May improve one-on-one communications
  • May serve as a sales conference medium

Sales Promotion on the Internet

• Distribution of samples, coupons
• Ability to enter contests, sweepstakes
• Premium offers
• Loyalty programs

Pepsi uses the Internet for promotions

Public Relations on the Internet

• Media relations websites
• Dissemination of customized information
• Provision of information on the company and its products
• Philanthropic activities

Chicken of the Sea International uses the Internet for public relations

Internet Direct Marketing

• Direct Mail
  • Highly targeted
  • Relies on e-mail lists
  • Attempts to reach those with specific needs
  • Often used by catalogers
• Marketing Databases on the Net
  • Companies build or acquire a database
  • The database is sold to subscribers
  • Delivery may be on- or off-line
• Infomercials
  • Program content similar to television, cable or satellite
  • Web provides for greater audience interaction
• E-Commerce
  • Rapid growth rates likely to continue
  • CDs, books, travel are main categories
  • Clothing, cars, financial services are all gaining ground

ebaY is a popular site for e-commerce

Measures of Effectiveness

• Online Measuring
  • Data on demographics, psychographics, location of access, media used, buying habits, and more.
• Recall and Retention
  • Daily user interviews to measure recall and retention of web content viewed
• Nonresponse
  • Measures of destination after failure to click-through
• Surveys
  • On- and off-line surveys to determine usage factors
• Panels
  • Usage and attitude data obtained from a specific group
• Sales
  • Sales volume keyed to specific times and sites
• Tracking
  • Accumulation of site performance data

Sources of Measurement Data

• Arbitron
• MRI and SMRB
• Audit Bureau of Circulation
• Internet Advertising Bureau (IAB)
• iVALS § PC-Meter
• eMarketer
• eAdvertiser
• Double-Click
• 24/7
• Jupiter, Forrester and MediaMetrics
• Business 2.0, Industry Standard, Fast Company
• Internet Advertising Report and Individual.com

Internet Advantages

Internet Disadvantages