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CHAPTER 12: Promotional Mix Article Summaries Presented by: Jason Beinstein Heather Hart Eric Mollo.

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Presentation on theme: "CHAPTER 12: Promotional Mix Article Summaries Presented by: Jason Beinstein Heather Hart Eric Mollo."— Presentation transcript:

1 CHAPTER 12: Promotional Mix Article Summaries Presented by: Jason Beinstein Heather Hart Eric Mollo

2 The Eight Essential Types of Internet Promotion The Eight Essential Types of Internet Promotion by Dr. Ralph F. Wilson The Eight Essential Types of Internet Promotion 1. Search Engines  Make sure you are indexed! Only % of all websites are indexed, and it is an easy way to gain traffic. 2. Linking Strategies  The more links to your website, the more traffic there will be. Give internet searchers something to find! 3. Viral Strategies  Design a strategy that encourages others to carry your marketing message. Become like a virus and spread your message through other’s networking relationships. 4. Public Relations  Free is Free! If you gain media attention and receive free publicity, traffic will boost immensely! 5. Traditional Media/Paid Advertising  Before internet promotion traditional medias were the only source of publicity. Now that the internet is readily available it has become one of many important medias, not the only. Do not discard the rest! 6. Publishing  Be proactive, not reactive! Find ways to invite the consumer to your webpage. Sitting back and waiting is not the answer! 7. Networking  News Groups and discussion groups are just the start. The more connections you can make the more effective you can be!

3 Step Right Up - Advergaming Why? Websurfers: spend 6 hours a week playing online games 80 million current Video game medium strengths: interactivity immersion scalability intense user involvement addictive Results… Purchased: across the entire network targeted at segments Features: Guaranteed delivery and measurement Integration of brands into gamer’s universe Current Standing: best promotion strategy customer base increase 4X

4 Internet Minimovies BMW pioneered the use of these ”mini” movies at a Cost of $15 million. BMW pioneered the use of these ”mini” movies at a Cost of $15 million. In a four month time period there were 6 million downloads of the movies and the visitors stayed an average of 16 minutes In a four month time period there were 6 million downloads of the movies and the visitors stayed an average of 16 minutes Overall BMW films have had over 100 million views Overall BMW films have had over 100 million views Other companies to use this promotional method include American Express, DKNY, and Volvo and Mercedes Other companies to use this promotional method include American Express, DKNY, and Volvo and Mercedes Try to create content people want to watch that is opt in, rather than opt out Attempt to reach consumers where they are spending more and more time; the internet. Viral Marketing has proved to be successful in this type of advertising


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