Interactive marketing communications

Characteristics of interactive marketing communications

From push to pull From monologue to dialogue From one-to-many to one-to-some and one-to-one From one-to-many to many-to-many From lean-back to lean-forward Changes in nature of marketing communications Increase in communications intermediaries Integration

Online promotion techniques traffic building campaign

Search engine marketing

Search engine marketing, or SEM, is a form of Internet marketing that seeks to promote websites by increasing their visibility in search engine result pages (SERPs) through the use of paid placement, contextual advertising, and paid inclusions can also be defined as 'the practice of buying paid search listings The process of choosing targeted keyword phrases related to a site, and ensuring that the site places well when those keyword phrases are part of a Web search

Search engine marketing

Search engines are web sites that are designed to allow you to search across the web. Search engines are a type of infomediary.
Among its features, it takes into account a user's previous search behavior in an attempt to personalize the search.

Search engine marketing techniques

Search engine optimization Pay per click Trusted feed

Search engine optimization

Involves achieving the highest position or ranking practical in the natural or organic listings on the search engine result pages after a specific combination of keywords has been typed

Search engine optimization

Search engines compiles an index of words on web sites by sending out spiders or robots to crawl around sites that are registered with that search engine Many search engines use programs called robots to locate web pages for indexing. These programs are not limited to a pre-defined list of web pages, instead they follow links on pages they find, which makes them a form of intelligent agent. The process of following links is called spidering, wandering, or gathering. Once they have a page or document, the parsing and indexing o f the page begins

Search engine registration

Companies need to check their registration with the search engine Refer to Google.com (business solutions)

Improving search engine ranking

Frequency of occurrence in body copy Number of inbound links

Pay per click

Pay per click (PPC) is an Internet advertising model used on websites, in which advertisers pay their host only when their ad is clicked

A series of text ads usually labeled as sponsored links are displayed

Cost per click (CPC) is the amount of money an advertiser pays search engines and other Internet publishers for a single click on its advertisement that brings one visitor to its website.

Trusted Feed
Trusted Feed works by allowing a 'trusted' third party, usually a search engine marketing company, to 'feed' a web site's entire online inventory, in database form, directly into the search engine's own database or index, bypassing the usual submission process. Inclusion in the index is guaranteed, but not position and the site pays a fixed cost-per-click agreed in advance, rather than bidding for particular search terms or positions.

Trusted Feed
Trusted Feed is also great for search engine users. Firstly, people can find fresh content, such as a newly published book or today's best travel offers. Secondly, people can be taken straight from the search engine listing to the product or service they're looking for, rather than just being dropped at the home page and expected to find their own way from there. Amazon and eBay have both embraced Trusted Feed, for just those reasons.

Online PR

Online PR Tools
Communicating with media Link building Blogs, podcasting Brand presence on third party sites Buzz, online viral marketing

Communicating with media

Dissemination of press releases through email or on site

Link Building
Key activity for search engine optimization Brand visibility on third party site The process of increasing the number of links pointing to a website. This can be done a variety of ways including sending requests to other websites to link to the site, or hiring a firm to handle this for you.

blogs
blog or web log is a type of website, usually maintained by an individual with regular entries of commentary, descriptions of events, or other material such as graphics or video. Easy method of regularly publishing web pages , can be referred as online news or events

Brand presence

Online Partnerships

Online Partnerships tools

Link building Affiliate marketing online sponsorships

Affiliate Marketing
Affiliate marketing is an online advertising channel in which advertisers (online merchants that sell products or services) pay publishers (independent parties that promote the products or services of an advertiser on their Web site) only for results, such as a visitor making a purchase or filling out a form, rather than paying simply to reach a particular audience. This "pay-for-performance" model is in essence the modern version of the "finders'-fee" model, where individuals who introduce new clients to a business are compensated. The difference in the case of affiliate marketing is that advertisers only pay their publishers when the new client introduction results in a sale or a lead, making it a low-risk, high-reward environment for both parties.

Affiliate Marketing
The affiliate marketing industry has four core players: the merchant (also known as 'retailer' or 'brand'), the network, the publisher (also known as 'the affiliate') and the customer.

Online sponsorship
Linking of a brand with related content or context for the purpose of creating brand awareness and strengthening brand appeal in a form that is clearly distinguishable from a banner , button or ant other ad

Interactive advertising
Interactive advertising uses online interactive media to communicate with consumers and to promote products, brands, services, and public service announcements, corporate or political groups.

Differences in advertising
Old media Space Time Expensive commodity Expensive commodity for marketers New media Cheap, unlimited Expensive commodity for users

Image creation

Image most important

Information is secondary

Information most important

Image is secondary Pull, interactive Information (incentives)

Communication Call to action

Push, one-way Incentives

Fundas of online advertising

Advertising on the web will take place when an advertiser pays to place advertising content on another web site

Drives traffic to an organization's destination site

Refer to ibibo.com

Objectives of online advertising

Delivering content Enabling transaction

Shaping attitudes
Solicit response

Revenue models
CPM (Cost Per Mille), also called "Cost Per Thousand (CPT), is where advertisers pay for exposure of their message to a specific audience. "Per mille" means per thousand impressions, or loads of an advertisement. CPV (Cost Per Visitor) is where advertisers pay for the delivery of a Targeted Visitor to the advertisers website. CPV (Cost Per View) is when an advertiser pays for each unique user view of an advertisement or website (usually used with pop-ups, pop-unders and interstitial ads). CPL (Cost Per Lead) advertising is identical to CPA advertising and is based on the user completing a form, registering for a newsletter or some other action that the merchant feels will lead to a sale. CPO (Cost Per Order) advertising is based on each time an order is transacted. Cost per conversion Describes the cost of acquiring a customer, typically calculated by dividing the total cost of an ad campaign by the number of conversions. The definition of "Conversion" varies depending on the situation: it is sometimes considered to be a lead, a sale, or a purchase.

Types of ad
Floating ad: An ad which moves across the user's screen or floats above the content Expanding ad: An ad which changes size and which may alter the contents of the webpage. Polite ad: A method by which a large ad will be downloaded in smaller pieces to minimize the disruption of the content being viewed Wallpaper ad: An ad which changes the background of the page being viewed. Trick banner: A banner ad that looks like a dialog box with buttons. It simulates an error message or an alert. Pop-up: A new window which opens in front of the current one, displaying an advertisement, or entire webpage. Pop-under: Similar to a Pop-Up except that the window is loaded or sent behind the current window so that the user does not see it until they close one or more active windows. Video ad: similar to a banner ad, except that instead of a static or animated image, actual moving video clips are displayed. Map ad: text or graphics linked from, and appearing in or over, a location on an electronic map such as on Google Maps.

E Mail Marketing

E Mail Marketing
E-mail marketing is a form of direct marketing which uses electronic mail as a means of communicating commercial or fundraising messages to an audience. In its broadest sense, every e-mail sent to a potential or current customer could be considered e-mail marketing

Can be : Outbound inbound

OPT-IN OPT-OUT MAIL

MAIL

DOUBLE OPT-IN MAIL

Types of e-mail
Opt-out mail marketing assumes a general permission to send marketing messages to everyone who has not explicitly stated that they do not want to receive such information. Once the information is given then opt in mail is sent when the user has subscribed for a newsletter or other mail marketing message by explicitly requesting it. Double opt-in is when a visitor subscribes to a message by the organization. The organization then sends a confirmation mail back to the visitor. The customer will only be added as a subscriber if they verify their email address and desire to receive the newsletter.

Mail for customer acquisition

Cold email campaign Co branded email Third party e news letter

Mail for customer conversion and retention

Follow mails Regular e news letter Event triggered mails

Permission based email marketing

Viral Marketing

Promotion technique Search engine registration

Main strengths Large online reach used by high proportion of web users. Visitors are self-selecting. Relatively low cost, but increasing. Relatively low cost and good targeting. Payment is by results (e.g. 10% of sale goes to referring site).

Main weaknesses Works best for specialist products rather than generic products e.g. insurance. Cost search engine optimization is continuous as techniques change. Setting up a large number of links can be time-consuming. Further payment to affiliate manager required for large-scale campaigns.

Link-building campaigns Affiliate campaigns

Banner

Main intention to achieve visit i.e. direct response model. Useful role in branding also.
Most effective if low-cost, long-term co-branding arrangement with synergistic site.

Response rates have declined historically to banner blindness.

May increase mind-share, but does not directly lead to sales.

Sponsorship

E-mail marketing

Push medium cant be ignored in users in-box. Can be used for direct response link to web site.
With effective creative possible to reach a large number at relatively low cost. Relatively low-cost vehicle for PR. Many alternatives for innovation. Larger reach than most online techniques. Greater creativity possible leading to greater impact.

Requires opt-in list for effectiveness. Better for customer retention than acquisition? Message diluted amongst other e-mails.
Risks damaging brand since unsolicited messages may be received. Offline PR may give higher impact and reach. Targeting arguably less easy than online. Typically high cost of acquisition.

Viral marketing PR Traditional offline advertising (TV, Print, etc)