Online Marketing

- Marketing mix in the online environment--

From previous course
• Logistics activities have been among the pioneers in the
adoption of IT & C technologies, particularly in B2B;
The Internet is a native distribution channel for digital
products;
The disappearance of a category of intermediaries
(disintermediation) and the appearance of other
categories (reinter mediation);
The Information Society is characterized by a
significantly increased pressure at the distribution chain
level
-Online retailer;
-Infomeditor
Mixul de marketing online: Promovarea
• "Communication": the concern of the enterprise to alleviate the nature,
sometimes divergent, sometimes contradictory, of the messages emanating
from the enterprise and to merge them into a coherent, conjugate system
with a precise target.
Communication system:
Emitter (communication source);
Media (media) that translates the ideas of the message into symbols, signs
or images;
Message: the set of symbols (s) transmitted by the transmitter;
Receptor (audience, recipient): Receiver;
Decoding: Significance attributed to the message by the receiver;
Answer: all audience reactions after receiving the message;
Feedback: receiver response to the transmitter;
Noise (disturbing elements): Anything can generate a distortion of the
message;
Mixul de marketing online: Promovarea

• Promotional activities:
1. Advertising;
a. Presser;
b. Radio;
c. Television and cinemas;
d. External publicity;
e. Printing (catalogs, leaflets, prospectuses, brochures, etc.);
2. Sales promotion;
a. Reducing prices;
b. Group Sales;
c. Promotional contests;
d. Advertising at the place of sale (auditory and visual);
e. Merchandising;
f. Promotional gifts.
Mixul de marketing online: Promovarea

• Promotional activities:
3. Public relations;
a. Receiving Techniques;
b. Techniques used in media relations;
c. Evoking special events;
4. Use of brands;
5. Promotional events;
a.Participation in exhibitions with an exhibition character;
b.Sponsoring;
6.Forte for sale.
7.Direct marketing
Mixul de marketing online: Promovarea

• Interactivity of promotional activities in the online environment:

-> Facilitating both-way communication (to and from the receivers);
-> Receptor responses can be identified much more easily;
-> Multi-to-many communication relationships;
-> Real-time communication.

Individualization of promotional activities in the online environment:

-> Receptors have the ability to control the information flow (noise
cancellation);
-> Allows segmented communications (targeted);
-> Personalized communications;
Mixul de marketing online: Promovarea

• The main online promotion tools:

Organizational website;
- Informs, reminds and differentiates the company and its
products..
• Online social networks;
- Aggregates information about social groups.
Banners;
- Visible, easy to measure and personalized.
Search engines;
- High credibility, display security, a significant audience;
E-mail;
- High Demographic Availability, Flexible, High Response Rate, Cheap;
Sponsorship;
- Although studies show that sponsorship has a lower effect on receptors,
they have the advantage of not being intrusive;
- Usually displayed as a banner or link (graphic or text) at the end of the
page / text;
Mixul de marketing online: Publicitatea

Banner advertising is the most widely used form of online advertising.

Over 20 years after the first online banner (1994), banner-e
advertising is not yet fully regulated and standardized;
Payment Types:
CPM (cost per thousand impressions) - an impression is the
equivalent of a person who viewed the banner on a webpage;
CPC (cost per click) - the payee pays for exposure only if the receiver
has used the banner-associated hyperlinks to visit the site in question;
CPA (Affiliate Cost) - Associated with affiliate marketing, requires
payment to the media (affiliate) only if the receiver has made a specific
action on the sender's site (has bottled, created a profile, etc.).
Mixul de marketing online: Publicitatea

• Where do we find advertising (banners or texts) online?

- Portals (51% of the market, in financial terms);
- Informative sites (eg Wikipedia, Ase.ro, Apropo.ro);
- News sites (CNN.com, GSP.ro, Mediafax.ro);
- Social networks (e.g. FaceBook, LinkedIn, Hi5, etc.)
- Search Engines (eg AskJeeves, MSN).
- Commercial infor- mation (eg Kelkoo, Autovit.ro, Price
Guide.co.uk);
- Chat and forum services (eg Meebo);
- Blogs;
- Podcasts (e.g., virginatlantic.loudish.com)
- RSS aggregators (Rich Site Summary)
- Mobile devices;
- E-mail;
- Newsletter-e.
Mixul de marketing online: Publicitatea

Site name Site Owner Audience No. Monthly CPM

type impressions ($)

Yahoo! Home Portal Yahoo! Toti 100 millions 50 -

page utilizatorii 150
web

New Musical Nisa IPC barbati, 18 8 millions 80

Express (music) Magazines – 30 years

Virgin Radio Nisa Ginger 20 – 44, 1,3 millions 50

(radio OnLine 65% men (run-
online) of-site)
Vogue Nisa Conde-Nast 18 – 34, 700 000 80
(mode) women

CNN News AOL 18 – 35, 2,5 millions 70

TimeWarner men
Mixul de marketing online: Publicitatea

• Types of banners:
-Static (simple and universal);
-Dynamic (animated);
-Interactive (rich media): hiring users in various
activities in the banner space;
-Video Banners (usually 10-30 seconds).
Animated banners attract attention, but complex
animations, as well as fast animations, have adverse
effects on the degree of reminders and the perception
of the message.
Banners are used to:
-Building (reminding) brand image;
-Ask for direct answers (eg click here!);
Mixul de marketing online: Publicitatea

• Standard banner sizes:

- 468 x 60 - Standard size
- 234 x 60 - the "half" of the standard;
- 120 x 60 or 125 x 125 - "buttons"
- 120 x 600 or 160 x 600 - "skyscaper", vertical;
- 728 x 90 - leaderboard (large and aggressive);
• Special Banner Types:
Islands - positioned inside the text, not sides, like most
banners;
Expandable banners - whose size varies (mouse over,
roll over and click over);
Overlay Ad - banners that take up the entire surface of
the screen for a few seconds, then "retract" in a
standard format.
Mixul de marketing online: Publicitatea
Mixul de marketing online: Publicitatea
Mixul de marketing online: Publicitatea

• Special Banner Types:

Sticky ads - maintains its relative position on the
screen when users perform horizontal or vertical
scrolls;
"Floating ads" banners - the message appears above
the page, seemingly not directly fixed in its format -
can handle up to 100% of the screen;
"Shoshkels" banners - can be extremely disturbing to
users, scrolling on the screen without being able to
shut down.
 Mixul de marketing online: Publicitatea
• Special Banner Types:

• Interstitial: A banner that appears in a distinct window,

automatically opened during the loading of a site /
pages;
Pop-Up: Appears above the content of a page, making
it invisible / hard to read;
70% of Internet users find it annoying, but 84% have
used them at least once to access a site - it's only
3.5% of the "impressions" on the Internet;
Pop-Under: A banner that loads in a separate window,
which loads without affecting the current window, being
visible only when the browser is closed;
Mixul de marketing online: Publicitatea
Mixul de marketing online: Publicitatea

• Viral marketing: The marketing activity by which a company recruits

consumers (receivers) to retransmit messages to the organization.
Steve Jurvetson: interpersonal marketing "doped" over the Internet.
Buzz marketing: a successful viral campaign.

The premise of viral marketing:

-The recruited sender does not receive a reward for retransmitting
the message;
-Receptors need to gain significant added value from the message
in question;
-The original transmitter should benefit from the propagation of the
message.
Mixul de marketing online: Publicitatea

• Contextual advertising: banners and

promotional text messages displayed in
accordance with the information content of the
sites or the search terms used on search
engines.

Google AdWords is the main tool on the market at this time.

Mixul de marketing online: Publicitatea
Mixul de marketing online: Publicitatea
Mixul de marketing online: Publicitatea

• Website Search Engine Optimization (SEO):

Although most search engines change their periodic display
algorithms, there are a number of tools that make it possible to
get a higher position in the result list for the terms you want:

• 1. Frequency of occurrence of terms in the page.

2. The number of sites that refer to the page in question.
3. Inclusion in specialized portals (DMOZ.org).
4. The search term is in the title of the page (tag <TITLE>).
5. Alternative text for graphics and images.
6. Description of sites by tags <META>.
Mixul de marketing online: Promovare

• E-mail
Although websites are the best-known online
marketing tools, e-mail is the most widely used tool.
Spam: Emails sent without receiver acceptance. In
Romania, they are illegal, just like in the EU!
Direct Marketing by Email:Definirea obiectivelor campaniei;
1. Identifying the campaign's target segments;
2. Developing the content of emails;
3. Develop the expected answers;
4. Campaign testing
5. Sending messages;
6. Measuring the results.
Marketing direct prin e-mail
Mixul de marketing online: Promovare

• E-mail
• Newsgroup: One of the oldest methods of generalized
Internet communication;
Used by target segments of well-differentiated users, with
specific concerns and passions;
They are gradually being replaced by social networking
sites.
At the moment of maximum expansion (1999) - 50,000
groups (usenet);
Promovarea vanzarilor online

• Marketing by affiliation
• Affiliate partners put banners and other forms of
links to merchant sites on their own sites (and in
emails sent), receiving in return a share of the
value of sales generated by the consumers they
referred to .
In the UK in 2016, 25% of online sales were
made following the recommendations of affiliated
partners.
Marketing prin afiliere
Promovarea vanzarilor online

• Other Techniques to Promote Online Sales:

- Free samples, especially for digital products (eg trial
version, shareware, ebooks);
- E-coupons used for discounts. They can be digital (a
specific number) or printable (if they are used offline).
- Cross-promotion, especially for digital products.
- Sales grouped through online stores.
- Promotional discounts for online shopping.
Online Sampling
e-Cupoane
Relatii Publice Online

• Welcome Techniques :
• Electronic Brochures: Used by potential customers to
identify the products they are looking for, their advantages
and disadvantages.
-Can be emailed or available on the site.
-Unlike traditional brochures, can be interactive, including
video / audio and non-linear browsing.
• Events Communication
• Events in the online environment are more difficult, usually
being promoted here (eg FanFest.ro).
Webinars: Readings, workshops, or online seminars, free
of charge (eg Cisco).
Relatii Publice Online

• Techniques specific to media relations

As a rule, press releases are posted on the site or sent by e-mail or
newsletter.
The use of specialized integrators (eg PRNewsWire.com,
Comunicatedepresa.ro).
Frequently Asked Questions are useful to both users and journalists.
Corporate blog: Events in a company's life can be presented as a
blog, allowing employees and journalists to get in touch directly with
spokespersons (eg: www.bbc.co.uk/feedfactory).
Using RSS tags and podcasts.
Active tracking of company or page listings (positive and negative)
through alert services (e.g., GoogleAlert.com).
Infomediari in Relatiile Publice
Blog corporativ
Etichete RSS
Manifestari promotionale

• Online sponsorship

The advantage of associating the sponsor's

brand with an online site or service that the
recipients are familiar with and that adds value
to their trust.
Online co-branding is considered a
sponsorship option.
Sponsorizari online