Podcast
Questions and Answers
What is a significant advantage of online marketing communications?
What is a significant advantage of online marketing communications?
Which of the following is a disadvantage of online marketing communications?
Which of the following is a disadvantage of online marketing communications?
Which issue is associated with the limitations of online marketing?
Which issue is associated with the limitations of online marketing?
What does 'ad fatigue' in online marketing refer to?
What does 'ad fatigue' in online marketing refer to?
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Which of the following statements reflects a challenge related to audience demographics in online marketing?
Which of the following statements reflects a challenge related to audience demographics in online marketing?
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What is the main characteristic of earned media?
What is the main characteristic of earned media?
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Which of the following is NOT one of the main categories of online marketing communications?
Which of the following is NOT one of the main categories of online marketing communications?
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What advantage does online marketing offer regarding audience engagement?
What advantage does online marketing offer regarding audience engagement?
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Which of the following is a feature of online marketing that aids in tracking effectiveness?
Which of the following is a feature of online marketing that aids in tracking effectiveness?
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What is a key benefit of personalization in online marketing?
What is a key benefit of personalization in online marketing?
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Study Notes
Week 12: Part 2 - Creating Value: Promotions; Managing Digital Communications
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Objectives and Questions:
- What are the pros and cons of online marketing?
- How can companies carry out effective social media campaigns?
- What are some tips for enjoying positive word of mouth?
- What are important guidelines for mobile marketing?
Online Marketing
- Media Types: Paid media (company-generated advertising/publicity), Owned media (online marketing communications), Earned media (PR/word-of-mouth). Social media is key to earned media.
- Online Marketing Communication Categories: Web sites, search ads, display ads, and e-mail.
Online Marketing Communications - Advantages
- Wide Reach: Access to a global audience; expands beyond geographical boundaries.
- Cost-Effectiveness: Compared to traditional media (TV, radio, print).
- Personalization and Targeting: Segment audiences and deliver personalized content based on preferences, behaviours, or demographics.
- Measurability: Analytics tools (Google Analytics, social media insights) track performance, measure ROI, and optimize campaigns in real-time.
- Interactivity: Enables direct engagement with customers through comments, messages, surveys, & social media interactions.
- 24/7 Availability: Online content is accessible around the clock, offering constant visibility.
- Flexibility and Speed: Campaigns can be quickly adjusted in response to market trends/customer feedback.
- Enhanced Customer Relationships: Tools like email marketing, social media, chatbots.
- Variety of Platforms: Social media, search engines, email, and affiliate marketing.
- Eco-Friendly: Reduces the need for paper-based marketing, contributing to sustainability.
Online Marketing Communications - Disadvantages
- Ad clutter and reactance: Advertisers lose some control over their online messages—can be hacked/vandalized.
- High Competition
- Dependence on Technology: Relies heavily on technology and the internet, making it vulnerable to technical issues and outages.
- Privacy Concerns: Consumers have privacy concerns.
- Ad Fatigue: Frequent exposure to ads can lead to decreased effectiveness.
- Limited Reach: May not be effective in reaching older or less tech-savvy audiences.
- Security Risks: Hacking and data theft (Cyberattacks).
- Rapidly Changing Trends: Adaptation to platforms, algorithms, and consumer behaviours is required.
- Time-Intensive Management: Continuous monitoring, content updates, and interaction with customers.
- Over-Reliance on Platforms: Businesses risk losing audience access if rules/policies change.
Online Marketing Communication Options
- (1) **Web Sites:** Visitors judge sites on ease of use and physical appeal.
-Ease of use: quick download, easily understood initial pages, easy navigation.
-Attractiveness: clean pages, readable fonts/sizes, good use of color.
- (2) **Search ads:** Important component of online marketing—paid search or pay-per-click ads (35% of searches for goods/services).
- (3) **Display ads:** small rectangular boxes containing text/images that companies pay to place on relevant websites. Higher cost with larger audience. Interstitials are ads that pop up in between pages.
- (4) **E-mail:** Effective and cost-effective way to communicate with customers.
Social Media
- Importance: Important part of digital marketing; social media allow consumers to share information and companies to have a presence.
- Benefits: Cost-effective communication and reinforcement of other activities. Day-to-day immediacy encourages innovation.
- Online Communities: Created by consumers/groups, can be sponsored by companies (posting, messaging). Valuable resource for collecting/conveying info
- Blogs: Individual or networks (Sugar & Gawker) – a valuable resource for word-of-mouth.
- Social Networks: Facebook, Twitter, YouTube, etc.
Social Media - Using It Effectively
- Understanding that not all consumers engage.
- Handling positive & negative feedback appropriately.
- Leveraging community members for brand defense, and brand management.
Forms of Word of Mouth (WOM)
- Online vs Offline: (Online) Word of mouth is not always generated online. Face-to-face, over the phone, and viral marketing are other forms.
Mobile Marketing
- Characteristics of mobile devices: Uniquely tied to one user, always "on", supports immediate consumption, and is highly interactive.
- Advantages for marketers: Reach consumers through advertisements/apps/interstitials.
Developing Effective Mobile Marketing Programs
- Mobile ad copy: Occupy only 50% of the screen, limit to offer/tagline, include logo, use one or two bright colors, highlight call-to-actions.
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