1. Copyright © 2012 McGraw-Hill Companies, Inc., All right reversed McGraw-Hill/Irwin 15 The Internet and Interactive Media

2. Rapid Adoption of the Internet Speed/convenience of information access Control over what & how much is received E-commerce Extensive product and service offers 15-2

3. Marketers’ Adoption of the Internet New media technologies High-speed connections Better targeting Interest and purchase tracking Direct feedback More potential buyers Users online longer ROI tracking 15-3

4. The Web Site 15-4

5. Web Design & Customer Interface Issues Context Site’s layout and design, look and feel Context Site’s layout and design, look and feel Commerce Site’s capabilities to enable commercial transactions/ scheduling Commerce Site’s capabilities to enable commercial transactions/ scheduling Connection Degree site is linked to other sites Connection Degree site is linked to other sites Customization Site’s ability to self-tailor to users or allow users to personalize the site Customization Site’s ability to self-tailor to users or allow users to personalize the site Community The ways sites enable user-to-user communication Community The ways sites enable user-to-user communication Content Text, pictures, sound and video that web pages contain Content Text, pictures, sound and video that web pages contain Communication The ways site-to-user or two-way communication is enabled Communication The ways site-to-user or two-way communication is enabled 15-5

6. Internet Communications Objectives Objectives Create Awareness Create a Strong Brand Generate Interest Disseminate Information Create an Image Stimulate Trial Create Buzz Gain Consideration 15-6

7. Huggies Goes Beyond Providing Information 15-7

8. Using Web Sites to Build Image and Brand 15-8

9. Meeting Other Communications Objectives Create Buzz Gain Consideration Stimulate Trial 15-9

10. Under Armour Launches Protype Shoes via Internet 15-10

11. E-Commerce May be primary or secondary objective Direct selling of goods and services through the Internet 15-11

12. Ebay is a Popular E-Commerce Site 15-12

13. Web 1.0 and 2.0 15-13

14. Advertising on the Internet (Part 1) Banners Sponsorships Pop-ups/ Pop-unders Push Technologies Links Interstitials Forms of Internet Advertising 15-14

15. Typical Banner Ads 15-15

16. Advertising on the Internet (Part 2) Paid Search Behavioral targeting Rich media Contextual Ads Additional Forms Forms of Internet Advertising Podcasting RSS feeds Blogs Online commercials Video on demand Webisodes 15-16

17. Internet Advertising Models 15-17

18. Internet Search Advertising Search Engine Marketing The entire set of techniques and strategies used to direct visitors from search engines to marketing web sites Paid Placement Text-only ads targeted to keyword search results on search engines Offered through programs such as Google AdWords, Yahoo Search, or Microsoft Bing Sometimes referred to as paid placement, pay-per-click, cost-per-click advertising 15-18

19. Internet Search Advertising Behavioral Targeting Targeting online ads to consumers based on their Web searching behavior Contextually Targeted Ads Text ads targeted to the content of web pages using programs such as Google AdSense and Yahoo Search Content Placement of ads determined by content of the web page where they are shown Organic Search Optimization Using a range of techniques to improve how well a site or page is listed in search engines for specific topics 15-19

20. Paid Search Online search-based advertising Advertiser pays only when a Web surfer clicks on their link from a search engine page Search ads appear in a specified, sponsors-only area near the search results for that phrase Advertisers bid on search keywords Prices for popular search terms Background check - $1.18 per click Car loan - $1.34 per click Refinance - $4.46 per click Mesothelioma - $50 per click 15-20

21. Rich Media Online Commercials Video on Demand Webisodes Other Forms A broad range of interactive digital media that exhibit dynamic motion, taking advantage of enhanced sensory features such as video, audio, and animation 15-21

22. PodCasting, RSS, Blogs, and More 15-22

23. Web 2.0 – The Social Media Landscape 15-23

24. Social Media Internet Social Media Online technologies and practices that people use to share content, opinions, insights, experiences, perspectives and media themselves Created, initiated, circulated and used by consumers intent on educating one another about products, brands, services, people and other topics of interest 15-24

25. Examples of Social Media Social networkingMySpace, Facebook, Twitter Creativity work sharing Video (youtube) Photos (Flickr) Music (Jamendo) User-sponsored blogsCnet.com Company-sponsored sites Blogs Cause/help sites (Dove Campaign for Real Beauty) Business networkingLinkedIn CollaborativeWikipedia Commerce communities Ebay, Amazon 15-25

26. Popular Social Media Sites 15-26

27. Uses of Social Media in IMC Mix Enable companies to interact with their customers Way to engage customers (contests, online voting, online games, submit ideas (Frito Lay) Enables consumers to see others using product (Swiffer contest) Provides information to customers Enable customers to interact with one another as well as companies Word-of-mouth Support causes important to consumers 15-27

28. Sales Promotions are Done on Web Sites 15-28

29. Personal Selling on the Internet Cross-selling Valuable source of leads Greater potential reach Cheaper than personal selling May Replace Personal Selling May Enhance Personal Selling Efforts Prospects request sales calls Improves 1-on-1 relationships Primary source of information Stimulates trial 15-29

30. Public Relations on the Internet 15-30

31. Direct Mail (Email) Electronic version of regular mail Tries to reach those w/specific needs Highly targeted Relies on email lists 15-31

32. Infomercials and Home-Shopping Infomercials Program content similar to television, cable or satellite Web allows greater audience interaction Online retailers include QVC, HSN, ShopNBC 15-32

33. Measures of Internet Effectiveness Post-click conversions Clicks Cost per conversion Frequency to Conversion Radios Average frequency Unique visitors Ad exposure time View-through rate Ad interaction rate Visits Offline sales lift Webpage eye tracking Cross-media models 15-33

34. Traditional Measures of Effectiveness Recall and retention Sales ROI Tracking Surveys 15-34

35. Internet Marketing Pros and Cons Target Marketing Message Tailoring Interactive Capabilities Information Access Sales Potential Creativity Exposure/Speed Advantages Complement to IMC 15-35

36. Internet Marketing Pros and Cons Potential for Deception Measurement Problems Privacy Irritation Clutter Disadvantages 15-36

37. Additional Interactive Media Interactive TV— allows viewers to interact with the program and advertising Mobile— communications through satellite broadcast systems or cellular phones 15-37

38. Test Your Knowledge Interactive TV, interactive CD-ROMs, kiosks, and interactive phones: A) Are viewed by businesses as breeches of consumer rights to privacy B) Can be contributors to an IMC program C) Cannot be linked with traditional advertising media D) Replace the Internet in most IMC programs E) Are not viewed as viable elements within a well-designed IMC program 15-38