Presentation on theme: "Com 314 Interactive Communication Communication includes all of the procedures by which one mind may affect another."— Presentation transcript:
Com 314 Interactive Communication
Communication includes all of the procedures by which one mind may affect another.
Communication is the mechanism through which human relations exists and develop.
Communication is simply the sharing of an orientation toward a set of informational signs.
What is Communication? -the imparting, conveying, or exchange of ideas, knowledge, etc. -the transfer of thoughts and messages by sign and sounds -the imparting, conveying, or exchange of ideas, knowledge, etc. -the transfer of thoughts and messages by sign and sounds
Communication Process Source Encoding Message DecodingReceiver Noise Feedback
Content Medium Firm C C C C Traditional Model Mass Communication Traditional Model Mass Communication
Mass Media Effects: Medium is Conduit Audience is homogeneous w/ respect to information No interaction among consumers and firm
Messages conveyed through a computer-mediated environment (CME) involving one or more of the following types of interactivity:
Interactive Communication interaction between senders and receivers interaction between humans and machines interaction between message and its users interaction between senders and receivers interaction between humans and machines interaction between message and its users
Interactive Communication Interactive media permit audience members to be active participants in the communication process, whereby, the message changes in response to participant actions
Content Medium C C C C F F F F Interactive Model
Mediated Model Primary relationship is with Computer Mediated Environment with which you interact. Content is mediated by participants and then experienced. Primary relationship is with Computer Mediated Environment with which you interact. Content is mediated by participants and then experienced.
Mediated Model Companies can provide content to medium and interact with each other Companies and individuals can interact Individuals can interact with the medium and with each other Individuals can easily provide content to the medium Companies can provide content to medium and interact with each other Companies and individuals can interact Individuals can interact with the medium and with each other Individuals can easily provide content to the medium
World Wide Web Virtual, many-to-many hypermedia environment incorporating interactivity between people and computers. Individuals capability in the virtual environment introduces a competency issue. Individual is actively engage in the process of network navigation. Virtual, many-to-many hypermedia environment incorporating interactivity between people and computers. Individuals capability in the virtual environment introduces a competency issue. Individual is actively engage in the process of network navigation.
Concept of FLOW Seamless sequence of responses facilitated by machine activity Intrinsically enjoyable Loss of self-consciousness Self-reinforcing
For Flow to be experienced: Consumer must perceive skills/challenges to be in balance Consumer must be paying attention Consumer must perceive skills/challenges to be in balance Consumer must be paying attention
Outcomes of Flow Increased learning Increased exploratory behavior Positive subjective experiences Objective of a good web site is to facilitate the flow experience.
Web Metrics Terminology & Measurement
Visit A visit is a Web user with a unique address entering a Web site at some page for the first time that day (or for the first time in a lesser time period).
Unique visitor A unique visitor is someone with a unique address who is entering a Web site for the first time that day (or some other specified period). Thus, a visitor that returns within the same day is not counted twice.
Unique visitor A unique visitors count tells you how many different people there are in your audience during the time period, but not how much they used the site during the period.
View A view is either an ad view or a page view. Usually an ad view is what's meant. There can be multiple ad views per page views.
Click rate The click rate is the percentage of ad views that resulted in clickthroughs.
Clickthrough A clickthrough is what is counted by the sponsoring site as a result of an ad click.
Pay-per-view Prevalent type of ad buying arrangement at larger Web sites.
Pay-per-click The advertiser pays a certain amount for each clickthrough to the advertiser's Web site. The amount paid per clickthrough is arranged at the time of the insertion order and varies considerably.
Impression An impression is "The count of a delivered basic advertising unit from an ad distribution point." Impressions are how most Web advertising is sold and the cost is quoted in terms of the cost per thousand impressions (CPM).
What are cookies? A "cookie" is a small piece of information sent by a web server to store on a web browser so it can later be read back from that browser. This is useful for having the browser remember some specific information.
What are cookies used for? Used to store information about the user EX. Browser stores your passwords and user IDs EX. Preferences of start pages, Microsoft/Netscape
What are cookies used for? Online Ordering Systems. An online ordering system could be developed using cookies that would remember what a person wants to buy. If a person spends 30 minutes ordering CDs at your site and suddenly has to get off the net they could quit the browser, return and still have those items in their shopping basket.
What are cookies used for? Site Personalization. This is one of the most beneficial uses. EX. A person comes to the MSNBC site but doesn't want to see any sports news. They allow you to select this as an option. From then on (until the cookie expires) you wouldn't see sports news.
What are cookies used for? Website Tracking. Cookie can be used to track where you travel over a particular site. Using cookies just makes the tracking data a little more consistent. Site tracking can show you "Dead End Paths. It can also give you more accurate counts of how many people have been to pages on your site. You could differentiate 50 unique people seeing your site from one person hitting the reload button 50 times.
Number of Years to Reach 30% Penetration of US Population
Data traffic is expanding Web pages in million Web pages in billion Web pages in billion
How many online? million* May 2002
How Many Online?
Access to the Internet has leveled off at approximately 70 percent of all Americans * *Arbitron and Edison Media Research
Age of Internet Users %+1.2% %-1.0% %-1.0% %+.9%
Baby Boomers/Seniors Fastest growing Internet population that now comprises 20% of online users
Baby Boomers/Seniors Surf more frequently Stay there longer Check out more Internet pages than college- age users NOT technology laggards!
US college students on the Net 86 percent of US college students use the Internet Students say the Internet is essential to both their academic and social lives 80 percent of college students in the US say the Net has had a positive impact on their college academic experience, while 60 percent think it has improved their relationships with classmates
US college students on the Net 73 percent of students use the Internet more than the library for research 72 percent of students check their everyday, while 56 percent believe that has enhanced their relationship with professors 46 percent also say that enables them to express ideas to a professor that they wound not have expressed in class
US college students on the Net 72 percent correspond mostly with friends, 10 percent mostly with family, and seven percent mostly with professors College Internet users are twice as likely as other Internet users to have ever downloaded music files, with 60 percent of online students having done so, compared to 28 percent of the overall population Also twice as likely as other Internet users to use instant messaging (IM) applications on any given day, with 28 percent of college students using IM, compared to just 12 percent of general Internet users
Americans look for love online Almost 10% of American Internet users use online personals Web daters can be an attractive group for marketers because while they dont earn as much as other online consumers, but they are twice as likely to have paid for online content, and are more willing to do so again in the future 60 percent of those who look for love online are male, and 28 percent of them are married
Americans believe Net is the coolest medium 34 percent of Americans chose the Internet as the most cool and exciting medium, compared to 35 percent who felt that Television was the best medium 12-to-34 year-old age category, 46 percent of respondents chose the Internet as the best medium, compared to 29 percent who felt that television was the most cool and exciting medium
Americans believe Net is the coolest medium Weekly Streamies – those who have watched or listened to streaming media online in the past week – bought more than one and a half times the number of compact discs in the past year than the average American Streamies went to movie theaters on average 3.19 times in the past three months, compared to 1.85 times for non- Streamies Nearly two-thirds of Streamies have watched movie trailers or previews online
Americans believe Net is the coolest medium Streamies were found to be more educated and affluent than average consumers and are bigger online spenders than ordinary consumers Streamies spent almost $900 online in the past year, compared to $600 for online users as a whole
More Americans accessing the Net at work 46 million American office workers logged onto the Web during August Female office workers were the primary drivers of traffic growth over the past year, with the women at-work Internet population growing 23 percent to 20.4 million
More Americans accessing the Net at work Men averaged nearly 31 hours online in August page views. 27 hours for female office workers page views.
US Kids choose Internet over other media 33 percent of children aged 8 to 17 choose the Net over television, radio, or the telephone Thirty eight percent of boys chose the Internet as their first choice, compared to 28 percent of girls Overall, boys preferred Internet and television, while girls preferred the telephone and radio
Teens prefer Internet to telephone Internet is now the primary communication tool for US teenagers Eighty-one percent of teenagers between the ages of 12 and 17 friends and relatives 70 percent use instant messaging (IM) applications to keep in touch Ninety-one percent of older teens (aged 18 to 19) use and 83 percent use IM.
93 percent of those who currently go online are active users, a figure that is expected to reach 98 percent by 2007 Of the 115 million messages that will be sent by the end of 2002, 35 percent will be unsolicited or spam mail
US online consumer sales still rising Online consumer sales in the US reached $1.5 billion for the week ending August 25. This is a rise of 31 percent versus the same week last year
Internet Generated Revenue
Factors Driving Repeat Visitors to Websites (in percent)
U.S. Top 50 Web and Digital Media Properties (millions of unique visitors) All Digital Media116,420 AOL Time Warner 92,950 MSN-Microsoft Sites 83,792 Yahoo! 80,165 Terra Lycos 40,320 About/Primedia 36,574 Google 34,236 Amazon 29,474 eBay 29,456
Targeting Consumers Online Consumer Online Behavior E-business strategies for Marketers Six segments
Targeting Consumers Online Simplifiers Need End-to-End Convenience Only 7 hours per month but 40% have been online over 5 years Account for half of online transactions Use internet to make life easier, log on w/specific purpose -- buying books, managing finance
Targeting Consumers Online Simplifiers Want to do it quickly and easily Amazon.com favorite site Site must provide ease of access and use, product info, reliable customer service, easy returns. Dislikes -- pop-up windows, unsolicited s, too many chat rooms
Targeting Consumers Online Surfers 8% of active users population 32% of online time Access four times as many pages as average user Use Internet to explore, shop, find information, be entertained Move quickly among domains, continually seeking new experiences
Targeting Consumers Online Surfers Offer cutting-edge design/features, constant updates, strong online brand, assortment of products/services Keep them coming back to find out whats new?
Targeting Consumers Online Connectors Relative novices on Internet Seeking reasons to use it, whats available and what has value Account for 36% of active users, 40% have been online less than 2 years. Use Internet to connect with people, chat rooms, send greeting cards
Targeting Consumers Online Connectors Companies w/strong offline presence have advantage reaching this beginner segment To win over Connectors site must be accessible for first time visitors, make purpose and value clear. Links to other sites/community help make Internet seem less daunting
Targeting Consumers Online Bargainers Devoted to one aspect of Internet THE QUEST FOR DEALS! Only 8% of active online users, spend less time online than avg user Represent 52% of all eBay users. Site must appeal both rational & emotional levels
Targeting Consumers Online Routiners Go primarily online for content Only half have made purchase online Visit fewer domains Spend almost twice as much time per page as average users 80% of time spent in their top ten sites, news and financial sites
Targeting Consumers Online Sportsters Smallest group -- 4% of active online users Like Routiners but focus on sports/entertainment sites Spend very few hours online (7.1/month)
Spending on digital marketing in the US will grow to $21 billion by 2006
Online Ad Revenue (in Billions of US $)
Web display advertising will account for 5.4 percent of the total US ad spend by 2006 Spending on Web advertising would be roughly equivalent to the spending on magazine advertising 60 percent of current spending on online advertising goes to AOL Time Warner, Yahoo, and Amazon
Business decision makers are more influenced by online advertising than by any other type of advertising medium Around 60 percent of decision makers said that the Internet was the best way for advertisers to reach them Nearly half of decision makers also said that the Web influenced them to make a purchase or obtain a service for their businesses
Pop up Ads Less than 10 percent of all online advertisers use pop-up ads Advertisers purchased and launched more than 11.3 billion pop-up and pop-under ad impressions for the first seven months of 2002, equivalent to just two percent of the online advertising market X10 was the leading pop-up advertiser during the first seven months of 2002 with more than one billion pop-ups launched in 2002 Orbitz was the second leading pop-up advertisers with 687 million impressions
Internet users turn away from ad-heavy sites Over a third of Internet users in the US will leave a website if they think it is too cluttered with advertisements
Auto Industry is the biggest user of rich media Around 37.4 percent of all auto online ad impressions in the second quarter in 2002 incorporated rich media The auto industry used rich media advertising 10 times more than the industry average of 3.9 percent The Ford Motor Company topped the list of car manufacturers using rich media, with 22 percent of their advertising utilizing rich media technologies
US wireless advertising Wireless advertising in the US will reach parity with that in Europe and Asia by 2006 European advertisers will spend approximately $53 million on mobile campaigns in 2002
Online advertising is effective for branding Standard ad banners are still effective at increasing brand awareness and purchase intent Portal keyword placements were the most effective form of advertising online