Chapter 10 Interactive Media—communication systems that permit two-way communication Believed to be the most persuasive type of communication available to marketers, allows contact with the company and provides responses to inquiries Not limited to the Internet – also includes telephone and e-mail

E-Business and Marketing Communication All the hardware, software, and computer know-how that provides a platform for businesses that use the Internet to sell products Providing information Collecting information The Internet and privacy

The Internet and Marketing Communication A linked system of international computer networks Intranet Internal communication systems that connect employees Extranets Communication systems that connect a company and its employees to key external stakeholders Web sites Advertising resources Search engines Search marketing B2B ad networks Chat rooms Blogs

Internet Advertising Primary Purposes Provide a brand reminder message Deliver informational or persuasive messages Drive traffic to the site Types of Internet Ads Banner ads Skyscrapers Pop-ups/Pop-behinds Minisites Superstitials Rich media Streaming video

The Internet Measuring Audiences Hits Click-through The Internet Audience The Internet is the leading tool for information searching by all ages Teens spend more time online than any other age group Measuring Audiences Hits The number of times a particular site is visited Click-through The number of people who click on a banner ad

Internet Advertising Advantages Relatively inexpensive Can also deliver business Advertisers can customize and personalize messages Can provide sales leads or actual sales Rich media Disadvantages Inability of experts to consistently produce effective ads and to measure ad effectiveness Extreme clutter Negative attitudes Often ignored Complex ads load slowly

E-Mail Advertising Permission marketing Spam Opt-in Opt-out Unsolicited messages sent to e-mail in-boxes Highly objectionable Worth spammer’s while Opt-in Opt-out Viral Marketing Uses e-mail to circulate a message among family and friends Some are automatic, others intentional

Alternative and New Media New Internet Practices Brand experiences on the Web Companies making their Web sites more engaging and entertaining Webisodes Minimovies on the Web Blends advertising and entertainment to attract audiences Video Games Opportunities to create online games as well as place products within video games Planners and buyers are asking for standardized independent data that prove effectiveness

Alternative and New Media Wireless Communication Instant messaging Used heavily by teens Highly invasive Opt-in and viral techniques are best Many undiscovered possibilities exist Nonelectronic New Media Ads appearing in unexpected new places Guerrilla Marketing Unconventional marketing communication activities Intended to get a buzz on a limited budget