Online Marketing Promotion

Online Marketing Promotion
Chapter 5 Online Marketing Promotion Yang Lifan

Online Marketing Promotion
8.1 Concept, Classification and Functionality of Online Promotion 8.2 Implementation Procedure of Online Promotion 8.3 Online Advertising Promotion 8.4 Website Promotion 8.5 New ways of online Promotion

8.1 Concept, Classification and Functionality of Online Promotion
8.1.1 Concept and Features of Online Promotion 8.1.2 Classification of Online Promotion 8.1.3 Difference between Online Promotion and Traditional Promotion 8.1.4 Functions of Online Promotion

8.1.1 Concept and Features of Online Promotion
Online promotion refers to activities disseminating goods and service information to virtual market on top of modern network technology in the attempt to intrigue the desire and purchase behavior of customers. The distinctive features of online promotion include: （1）Transfer of information about the existence, performance, functionality and characteristics of goods and services is realized on top of network technology. （2） It is carried out in the virtual market of internet. （3）Owing to the emergence of Internet virtual market，a globally uniform market is open to all enterprises, no matter big or small.

8.1.2 Classification of Online Promotion
Among all types of online promotion, the most popular ones are online advertising, website promotion, licensed spam, database marketing and other new ones.

8.1.3 Difference between Online Promotion and Traditional Promotion
（1）The change in spatio-temporal view. （2）Change in the way information is communicated. （3）The change of consumer group and consumer behavior.

8.1.4 Functions of Online Promotion
Online promotion functions in five perspectives listed below：（1）Inform people （2）Persuade （3）Give feedback （4）Create demand （5）Stabilize sales

8.2 Implementation Procedure of Online Promotion
8.2.1 Identify Target 8.2.2 Design Promotion Content 8.2.3 Decide Online Promotion Mix 8.2.4 Formulate Budget Plan for Online Promotion 8.2.5 Evaluate Online Promotion Effect 8.2.6 Enhance Integrated Management during the Course of Online Promotion

8.2 Implementation Procedure of Online Promotion
To summarize on the practice of online promotion domestic and abroad, the implementation procedure consists of 6 parts, namely, identification of targets, figuring out contents, decision making on promotion mix, formulating budget plan, evaluating effect and integrated management of the promotion process.

8.2.1 Identify Target Target of online promotion refers to group of consumers who will probably purchase in the virtual market. As internet gets more and more popular, the target group keeps expanding all the time and it consists of 3 parts: (1)Product users, hereby referring to those who actually use or consume the product. (2) Purchase decision-maker, hereby referring to those who actually make the decision to buy. (3) Influential agent of purchase behavior.

8.2.2 Design Promotion Content
The ultimate objective of online promotion is to bring about purchasing behavior, which is realized by planning promotion campaign in detail. Purchasing behavior is a complicated procedure with many phases, hence the content of promotion should be decided according to the stage of purchasing decision-making and the stage of the product’s economic life cycle. In declination stage, the emphasis of promotion should be on communication with customers and prolonging product life span through various promotional activities.

8.2.3 Decide Online Promotion Mix
Online advertising primarily recommends products to the market to gain customers’ recognition. Online website promotion primarily attracts the customer to buy so as to sustain stable market share. Figure 8-1 Online Advertising Promotion of “Push Strategy” and “Pull Strategy”

8.2.4 Formulate Budget Plan for Online Promotion
In the whole process of online promotion implementation, the most difficult part is budgeting. Experiences of pricing and conditions setting have to be gained during the course of practice in the attempt to make the most use of capital and energy. Firstly, promotion method and promotion mix should be fixed. Secondly, online promotion target should be identified Lastly, the community and hierarchy of audience, whether domestic or abroad, should be clarified.

8.2.5 Evaluate Online Promotion Effect
The effect of online promotion is evaluated to determine if the set goals are achieved and the evaluation is reliant on data collected from two channels. One channel is online statistics software. The other channel is market share change investigation on sales volume increase, profit change, promotion cost reduction, which is used to determine if the right promotion decisions are made.

8.2.6 Enhance Integrated Management during the Course of Online Promotion
Online promotion is an important branch in the new realm of E-marketing. Scientific management plays a very important role in its successful implementation. It is absolutely necessary to adjust promotion activities deviating from the right direction on basis of promotion effect evaluation. Meanwhile, unremitting coordination of information communication is also necessary to keep the promotion continuous and consistent.

8.3 Online Advertising Promotion
Summary of Online Advertising Price Level of Online Ads Basic Mentality of Online Ads Design Online Advertising Strategy Online Ad Release

8.3.1 Summary of Online Advertising
1. Definition online advertising is the form of advertisement that has nicer and interactive interface as it is carried by digital codes, designed with advanced electronic multimedia and spread via internet communication.

2. Classification of Online Advertising （1）Static or animation banner ads Banner Ads on Sohu Page

（2）Floating ads Floating Ads on Sina Homepage

（3） Pop-Up ads, also picture-in-picture ads Pop-Up Ads on Ifeng.Com Page

（4） Full-screen ads Full Screen Advertisement of Yili Company on Sina Page

（5） Button ads Button Ad

(6) Rich media ads Rich Media

(7) Video ads Video Ad on Youku Website

3. Features of online advertising (1) Online advertising needs little investment and proves to be effective. (2) Online advertising covers wide span, in terms of time and space. (3) Online ads can be flexibly manifested and the interactive interface is easily accessible. (4) It is easy to search ads online and the feedback is out straight. (5) Targets of online ads are explicit and it is easy to make modification.

4. Shortcomings of online ads (1) It is difficult to evaluate the effect of online ads. (2) There is space limit to online ads. (3) Limitation to creative idea.

5. Rise of online ads The improvement of Chinese online advertising market

8.3.2 Price Level of Online Ads
1. Factors influencing the price of online ads (1) Popularity of advertiser. (2) The size and position of online ads. (3) Pageview and pageview rate. (4) Click-through and click-through rate. (5) Keyword-triggered banner advertising.

2. Pricing mode of online ads 1) The usual pricing mode of online ads. (1) CPT (Cost Per Time). (2) CPC (Cost Per Click-Through). (3) CPM (Cost Per Thousand Impressions). (4) CPA (Cost Per Action). 2) The pricing mode of O2O ads.

3. Charges of navigation websites on ads The advertisement price of WangYi company’s classic channel in 2014

8.3.3 Basic Mentality of Online Ads Design
(1) Arouse attention The advertisement of YanJin wine in Sohu website

(2) Clear thesis Promotion Ad of Carrefour on Sina.com

(3) Novelty The milk advertisement of YiLi in Tencent’s website

8.3.4 Online Advertising Strategy
1．Online ad positioning strategy 2．Online advertising timing strategy 3. Directional strategy of online advertising

1) Interest-oriented strategy Qingzui Lozenge Online Ad Embodies Interest-Oriented Strategy

2) Emotion-oriented strategy The advertisement which embodies Emotion-Oriented Strategy

3) Life-oriented strategy Eshop Online Ad Embodies Life-oriented Strategy

4) Authority-oriented strategy The advertisement of LuHua peanut oil which embodies Authority-oriented Strategy

5) Celebrity-oriented strategy Kangshifu Green Tea Beverage Frontend Ad Online and Rear-End Ad in Minisite

6) Contrapositive orientation strategy A T-shirt Ad Embodies Contrapositive Orientation Strategy

8.3.5 Online Ad Release 1. Online ads site release If we release the ads on own website, we should pay attention on follow points: (1) In virtual market, sellers’ market mechanism has changed a lot. (2) Company must now build its own network site and release the ads (3) The network site should build a small virtual society.

8.3.5 Online Ad Release 2. Online ads’ media release site
The type of ads release

8.4 Website Promotion 8.4.1 Requirement of Website Construction
8.4.2 Website Competitor Analysis 8.4.3 Ideas of Online Promotion

8.4.1 Requirement of Website Construction
It is necessary to build a website of the company to promote online, which is also adaption to the trend of new economy. Website quality directly influences the network marketing effect. (1)Information quality . (2)Convenience of navigation. (3) Web design. (4) E-commerce functionality, referring to the functions of online ordering and online payment, distribution tracking and online after-sales service. (5) Special application.

8.4.1 Requirement of Website Construction
According to this set of standards, 100 most outstanding websites stood out and among them, the websites of Apple Computer Inc. and American Express Bank are specially recommended. (Figures 8-21) Figure 8-21Homepage of Apple Computer Inc. and American Express Bank

8.4.2 Website Competitor Analysis
Meeting competitors online is just unavoidable. It is important to analyze how competitors construct their websites, how they carry out promotion, and to learn from them, which is an efficient way of keeping competitive advantage. 1. Search for Competitors on Web 2. Study Competitors’ Homepages (1) Overall impression. (2) The design. (3) Link status. (4) Strength of publicizing activity.

8.4.3 Ideas of Online Promotion
1. Create High Traffic (1) Register on search engine. (2) Prepare key words list. (3) Make full use of friendly link. (4) Promotion based on web search. 2.Involve Customers in A Variety of Activities 3. Role of The Word “Free (of Charge)”

8.4.3 Ideas of Online Promotion
4.Application of Discounts In the website of Dangdang online bookstore( discount can be found as the result of online search (Figure 8-22). Figure 8-22 Search Result in Dangdang Online Bookstore

8.5 New ways of online Promotion
8.5.1 Big Data Promotion 8.5.2 Viral Promotion 8.5.3 Internet auction 8.5.4 Partnership Marketing 8.5.5 Online Public Relationship Management 8.5.6 MicroBlog Marketing 8.5.7 RSS Marketing

8.5.1 Big Data Promotion In terms of the customer insight, the e-commerce business can analyze the customer behavior patterns and improve customer conversion rate through collect mass flow of customer-related information In terms of the market insight, big data can help e-commerce companies analyze transaction data, looking for business opportunities for innovation In terms of marketing changes, e-commerce companies can take advantage of the massive data resources to improve marketing, implementing precised marketing and one to one information push. Genarally, the big data promotion has four steps: Data collection Pretreatment Statistical analysis

8.5.2 Viral Promotion Viral promotion is not at all the marketing technique carried out by virus. It is an approach of swift transmission of marketing messages. Some features of viral promotion include: (1) Stimulate enthusiasm in audience to spread information. (2) Attract clients with free offer. (3) Word-of-mouth spread of message. (4) Only information that is valuable and easy to be passed on is to be delivered together with the viral promotion message. (5) Social networks are used to spread the message.

8.5.3 Internet auction Internet auction is an efficient, free and interactive way of new website promotion. Enterprise users can set up their own "product keyword" to increase the visitors according to their products, determining the keyword ad position by controlling the price per click and the pay-per-click. The online aution has the followiing characteristics: (1) Deep-level promotion (2) Charge by the times of the press (3) Joint show

8.5.3 Internet auction Based on more than 80 percent of Chinese search engine market share and 600,000 affiliate sites, Baidu's bid ranking provides the online marketing services for the enterprises. Baidu creates the platform for supply and demand which links to hundreds of millions of Internet users to create a platform ,ensuring people find the right products and services, and companies can get a lot of potential consumers with a small investment, effectively enhancing the influence of the brand . Baidu promotion charges by the clicks, the fees of which is determined by the ranks, prices and the quality. There are two conditions in the actual accuntment. (1)Key word ranks the last of all of the promotion result, or the key word is the only result of the promotion, in the condition of which the price of the click is the cheapest price of the key word. (2)In other conditions, the price per click equals (the price of the next rank * the quality of the next rank )/ the quality of the key word RMB.

the basic principles of the online aution of Baidu

8.5.4 Partnership Marketing
Partnership marketing is new commercial mode based entirely on Internet technology. It overcomes the defect of licensed marketing. In online communication, consumers are treated equally just like partners. Partnership marketing embodies two features of Internet technology: Fast speed&Freedom Three elements of partnership marketing model are: empowering customer, arousing consumers’ interest in participation, and providing convenience.

8.5.5 Online Public Relationship Management
Public relationship of a company is not simply advertising or plain relationship; instead it is an important approach a company merges with external environment. The objective of public relation management is to build up image and reputation and to boost revenue. When public relationship is managed online, it then becomes online public relationship. (1) Interactive. (2) Online meeting helps in building public relation with online community. (3) Release news via Internet. (4) Create one-way list. (5) Construct news page and make website of the company as a useful source of information to the journalists. (6) Public voice against the company should be closely monitored by using search engine.

8.5.6 MicroBlog Marketing Microblog is the form of blog developed from weblog and has become the focus of competition. In 2013, Sina Microblog had become the largest microblog service provider in China, with a registration population of 500 million with 150 thousand Internet enterprise users and 100 million daily messages. Blog marketing is the marketing activity spreading product information among blog writers and viewers by exploiting their knowledge, interest and life experience. It has the following features: (1)Low cost (2)Fast expansion (3)Three-dimensional channels (4) Foundamental impact (5) Strong interaction (6) High accuracy

8.5.7 RSS Marketing RSS is the abbreviation of “Rich Site Summary” or “Really Simple Syndication”. It is widely adopted on Internet in content embellishment and delivery agreement as based on XML standards. RSS application in online promotion is not yet mature. The integration of marketing tactics and marketing environment is a big issue of concern. Case study of successful applications of RSS in online promotion showed that there are some effective ways though: (1) Design online advertisement in line with RSS reader standards. Provide valuable information and make clear statement in subject and abstract. (3) Tracking the proportion of effective content in ads, making statistics about quitting rate. (4) Decide proportion of ad and useful information, for too much ad content will be annoying while ad appearing at the right time will help consumers in decision-making.

THE END THANK YOU

Online Marketing Promotion

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