Chap 13 : digital media The creation of sns and ent sites builds on the interactive power of the internet

ernet w astounding effects This is a trend referred to as web 2.0 which calls attention to the shift in ctrl mdia from publishers to consumer User generated content is having a huge impact on both traditional media industries n on ads E internet is ultimate convergence medium coz it bridges print n broadcast media n blurs e distinction btween them Internet creating an increasingly wired n connected world

Internet basics Internet is linked system of international computer networks www is the info interface that allow people to access e internet thru an easy to use graphical format most people use internet n www interchangeably e new apps an tech are creating a dynamic environment that challenges old ways of doing business e internet is an important marketing communication medium coz it combines the characteristics of many other media it is useful 4 communicating brand info, but that capability is a two edge sword any major problem with a brand can be communicated around the world instantly

y it become so important to consumers and marketers? 1. 2. 3. 4. Information-easy searching, wealth info Choice-more choice and can do comparative shopping Accessibility- majority of the population has access to computers Speed-instantaneously

Marketers benefits in some basic business area 1. Capital-opening a business online is far less costly 2. Cost reduction-selling online n keeping track of customer r/s behavior with real time data is less costly 3. Location-reaches beyond local market, go global Intranets for internal comm n extranets to connect employees with key external stakeholder

Internet terms and tools 1. url and domain names-websites address -identifies a specific location in cyberspace on the web where a doc or website lives 2. portals-a site that provides doors, links to other websites 3. link-an address to another website that can be accessed from the website currently being viewed 4. search engines-used to find info n access other sites

-can type a keyword to search sth 5. netcasting-radio n tv broadcast online 6. broadband-used to indicate a high speed connection to e internet -slow difficult to download larger file -higher speed access, easier to access complex files 7. bandwith-a term used to describe the carrying capacity of an idvs computer connection e internet audience young tech savvy innovators-any age or interest group teens spend more time online internet is ultimate niche medium in that people turn to it to find out about any topic that interest them

internet marketing created new ways to do business most companies have website that provides info, but many also sell product online it provides ways to track customer behavior and preferences thru database and predictive modeling internet brands-selling online and in stores

internet as a marcomm media online marcom serve five primary purposes 1. provides a brand reminder message to people who are visiting a website 2. like an ad in traditional media and delivers an informational or persuasive message 3. provide a way to entice people to visit the advertisers website by clicking on a banner or button that links to the website-driving traffic to the website 4. search-enable customers to find brands, customer reviews, and other product info 5. interactivity-customer possible to move away from being a target and initiate contact with a company or with other customer and have a conversation about a brand 6. provide general info about a company and its brands or an online version of the companys catalog both an opportunity and challenge coz even though u can create an animated brand presence-visitors remain completely in charge and competitors are just a click away

function internet marcom sell products and manage their business operations advertise include the info, ent, social and word of mouth, dialogues, roles 1. info role -provide info for consumer decision making -traditional media vehicles have websites that adapt e info from their mainline format -reader generated content

2. ent role -go online for ent, playing games, playing stock market and keeping up with fashion, music and videos -some are personally challenge -either for escape or relaxation and that also makes them a useful medium in which to advertise coz e message can b assoc with positive exp 3. social role -virtual communities where customer and prospects hang out and discuss brand prob, solutions, and new uses among themselves -social networking sites allow users to share personal info with friends -personal content, user engagement, social r/s and group dynamics differentiate social media from conventional mass media -social engagement helps idv develop sense of self -sns so attractive coz they engage e power of friendship based influence -ntwork members likely to respond to mssage on the sites -offer opportunities for marcomm messages -user generated ads-the content of commercial nature that is created or posted in the pages of users in social media that promotes a product, service or cause 4. Word of mouth role -characteristics that support two basics obj that drive advertisers use of the internet: 1. create dialogu with customers 2. stimulate a conversation among and between customer and potential customer -relate the power of word of mouth-developed a growing respect for media that generate buzz or word of mouth -the most influential media is word of mouth Types of online marketing Websites Aka home page, a companys website is the online face it presents to the public Blurs the distinction between marketing communication forms, such as ads, direct marketing and public relations Website can be information source with researchable library of stories and data about product, product categories and related topics To create a brand or organizational identity and reinforce brand position Effectiveness depends on several factors 1. Stickiness-one that encourages visitors to stick around instead of bouncing to another site -has to b interesting n offer meaningful interactivity 2. Ease of navigation

E mail communication It is so inexpensive It takes a list of email address, a computer and an internet connection

Viral marketing uses email, fb and twitter to circulate a message among family and friends

Internet growing so fast Combines e best aspect of traditional media Receive major benefit of tv ads such as motion, benefit of direct response is interactivity n the major benefit of print is its depth of info Internet ad provide all of these benefits n often at much lower cost than traditional media Most forms of online ads weathered e recent recession better than most other forms of traditional ads

Banner and display ads Banner ads-small ads on other web pages that lure visitors to switch pages -can click on them to move to the advertised website -easy to create and are usually placed on a website featuring complementary products or related topics -overal click thru rate has dropped -help build brand awareness even if they dont deliver a high level of response Common formats 1. Skyscrapers-extra long, skinngy ads running down the right or left side of a website -response rates for skyscrapers began to be used aggressively by more companies in early 2000s, can be 10 times higher than for traditional ads 2. Pop ups and pop behinds-burst open on the computer screen either in front of or behind the opening page of the website -present info n games -seen as intrusive and annoying 3. Micro sites/mini sites-small websites that are the offspring of a parent website -may cover particular product, campaigns, events, or promotions -tend to be more tightly focused that their parent sites and be transitory coz the reason for the site might have a time frame and expire -allows advertisers to market their product on other branded websites w/o sending people away from their sites theyre visiting 4. Superstitials thought as internet commercial and are designed to work like tv ads -20 sec animation appears in a window 5. Widgets -tiny computer prog that allow people to create and insert professional looking content into their personal websites and also onto their tv screens -include new notes, calculators, weather feeds, stock stickers, clocks, book, n etc Classification: 1. Self expression tools 2. Revenue generators on blogs 3. Site enhancement device 4. Marketing comm message

Online video ads Most common type are in a pre roll format which forces viewers to watch a video ad before viewing video clips Interactive video ads that drop down over the screen and allow viewers to click for more info Lack of standardization means agencies have higher production costs as they try to adapt to different delivery systems Ad selector, a feature that offers a group of ads and invites viewers to choose one

Search ads Driven by keywords that consumer use to search info Provides the marketer with an opportunity to position a brand message adjoining the list of sites that is compiled in response to a keyword by search engines Search engines auction off positions that let advertisers ads be seen next to specific search results Adjoining ads are not perceived to be as an intrusive as other forms of ads Search optimization-e practice of maximizing e link between topics and brand related website -Companies try to affect their search engine rankings in order to drive more traffic to their websites -they want their ads to appear as close to the top of the list as possible in order to have maximum visibility -1st step, registered with popular search engines so that it shows up early on the list provided by the search engine

Classified ads Small part of online ads pieces, whether thru local media websites or craiglist, Used by local ads and org Craiglist is a community exchange for people who either want to sell sth or are looking for sth -its business model is to operate as a public service -doesnt accept ads but does charge for real estate listings and open job postings

Internet ads sales Yahoo more traffic but google most successful at attracting ads Selling online ads space is complicated Middleman companies act as brokers for online ad space that they aggragate across different sites and package as single buys, in effect setting up an ad work -these ad networkers offer less well designed sites and positions and may sell space for less than a dollar per thousand viewers -criticized for flooding e internet w cheap and sometimes tacky ads

Social media tools The use of blogs, linked social networks and online communities to build relationship with customers

Social media as tools to promote brands, engage customers and create brand relationships and most of these efforts are free or cheap compared to other forms or marcomm Open up a new environment of conversation based marcomm, creating opportunities for entirely different forms of nearly instantaneous customer connections -word of mouth advertising on steroids

Blogs micro and chatrooms Blog-Diary like webpage created by idv to talk about things that interest them Blogs are produced by some 100 m digital essayists worldwide For creative expression and opinion pieces for generally anonymous audiences For making money, publish news n politics Contained links to related sites the bloggers consider relevant May have higher levels of credibility than ads or corporate websites-self serving Corporation also use blogs in addition to their traditional website to engage stkaeholders of all kinds Prob with blogs is that they take lots of time and many bloggers run out of steam Prob-criticized stealth advertisers Micro blog-mini posts invite users to share their daily doings and immediate thoughts with people who have subscribed, called followers eg. Twitter Chatrooms-groups of people with a special interest can contact one another and exchange their opinions and experience

Sns Link friends, fans or others who share interest in some topic Companies have their own facebook n myspace pages with their own brand profiles just like any other members

Video and image sharing Can post video and photographs Videochat services that make possible for friends, family members and colleagues at far distances to talk in real time Viral video-videos uploaded to the sites and share with others

Social games and virtual communities Live imaginary lives online by playing social games Can created their own avatars Second life even has a commercial side with its own currency that u use to buy islands of space and create your own place

Social media strategies To take advantage of the strengths of these new media forms See values in conversations customer r/sbuilding comm, rather than targeting and promoting to a mass of anonymous customer

Search ads combined with social media campaigns generate higher results than more general search ads on portals and less well connected websites

Offline ads for websites internet marketers is driving traffic to their sites print is useful in offline ads coz it offers e opportunity to present the url in a format that makes it possible for the reader to the notes address

e media dev n apps podcasts-audio shows from the web that can be downloaded to an mp3 player, are changing the way we listen to radio n music tv and computers are hooking up so u can access e internet from your tv in your living rooms or watch your vid downloads from your cellphone on your big screen tv-trend referred to as tradigital cloud computing-idea of storing all your files on9 and using a device simply to access them

tagging, hashtags and tags clouds posts are categoris by tags tagging, a way to track keywords by inserting a hash symbol # before in a word -in effect, u have tagged that word and it becomes a category -your note n others with the same hashtags will show up as post on hashtags.com tag clouds are visual representations of the use of keywords in searchers and tags in social networking -tag cloud creates a college of words associated with a certain phrase or name

Using e internet across e boarders internet faces access, legal ,linguisticsm currency and tech barriers 1. not everyone has the access or ability to use the internet 2. ads and sales promotion laws differ from country to country-difference in privacy law 3. language is another factor-have trouble ensuring consistency across all sites 4. exchange rate-companies must decide whether to offer prices in their own currency or in the local currency 5. marketer also keep in mind the tech differences among the ww internet audiences

issue in internet ads measuring internet ads and privacy concenrs

measurement consider hits, viewers, unique visitors and page views-track consumer thru websites, they offer no insights as to motivation, no do they tell us whether a visitor paid any attention to the surrounding ads -hits-number of times a particular site is visited -viewers-number of viewers to a site

-unique visitors-number of different viewers during a particular time period -page views-number of times viewers view a page click fraud-clicks made either to make money for the sponsoring site or to damage competitor

internet targeting and privacy cookies-tracking mechanisms-electronic bugs that can be placed on your computer by a web server to track your movements online -invasion privacy/gather info w/o tedious survey or reg process

Adv and limitations 1. 2. 3. 4. 5. inexpensive reaches people who are not watching tv/ reading n/p easy to track n reach a higly target audience advertisers can customize and personalize their message over internet based on database marketing, advertisers can input key demographic and behavioral variables -making the consumer feel like the ad is just for him/her can provide excellent sales leads or actual sales can lvl the playing field for small and medium sized companies that compete against larger org drawback, inability of strategic and creative experts to consistently produce effective ads and to measure their effectiveness can cause prob for users with low bandwidth or a lack of computer expertise clutter is just as much a prob with the internet as it is in other media -clutter may even worse-multiple ads may appear on the same screen, moving or pop up

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