Chapter 14 ObjectivesHalo 3 LaunchMarketing Communication MediaMedia TypesDigital MediaSearch EnginesNatural SearchPaid SearchVertical SearchOnline CommunitiesCommunity Building PrinciplesBlogsSocial NetworksEffective Internet BuysEfficient Internet Buys, cont.Metrics©2009 Pearson Education, Inc. Publishing as Prentice HallChapter 14 ObjectivesAfter reading Chapter 14, you will be able to:Describe the characteristics of the major physical (off-line) and digital (online) media.Differentiate among broadcast, print, narrowcast, and pointcast electronic media.Explain how marketers use reputation aggregators for natural, paid, and vertical search.Compare and contrast social media communities, blogs, and social networks.Outline the main methods for buying media and for evaluating an integrated marketing communication (IMC) campaign’s effectiveness.14-1Halo 3 LaunchHalo 3 went on sale worldwide September 25, 2007 and sold 3.3 million units the first week.Microsoft combined physical (off-line) and digital (online) media to announce Halo 3 and create buzz.Formed off-line partnerships with Burger King, Mountain Dew, Doritos, Pontiac, and others to co-brand products, license merchandising, etc.Added digital media including video documentaries and Web sites for buzz building.Can you think of recent product launches that have combined off-line and online marketing and media?©2009 Pearson Education, Inc. Publishing as Prentice Hall14-2Marketing Communication MediaThe line between off-line and online media space is blurring more every day.For example, newspaper ads and articles are often accessible in either location.Media can also be categorized as paid and unpaid.Each medium has capabilities, strengths, and weaknesses.©2009 Pearson Education, Inc. Publishing as Prentice Hall14-3Media TypesBroadcast media include TV and radio.Print media include newspapers and magazines.Narrowcast media such as Cable TV (CATV) transmit focused electronic content to special-interest markets.Pointcast media are electronic media that can transmit to just one person.Direct postal mail allows for selective targeting and can be personalized.©2009 Pearson Education, Inc. Publishing as Prentice Hall14-4Digital MediaIMC tools can be used to communicate with target markets via digital media.E-mail is a direct marketing digital medium.Web sites are digital media.Social media are online tools and platforms that allow internet users to: Collaborate on content.Share insights and experiences.Connect with others.©2009 Pearson Education, Inc. Publishing as Prentice Hall14-5Search EnginesSearch engines are reputation aggregators (Web sites that rank Web sites and products).Google ranks search engine results partially based on popularity.Some are calling Google a “reputation engine.”Search marketing refers to the act of marketing a Web site via search engines.Natural search.Paid inclusion.Pay per click advertising.©2009 Pearson Education, Inc. Publishing as Prentice Hall14-6Natural SearchNatural search (also called organic search) involves optimizing a Web site so that it will appear near the top of the results page when searched.Search engine optimization (SEO) is the act of altering a Web site and incoming links so that it does well in organic, crawler-based listings.Web sites optimize both their content and meta tags with keywords that visitors are likely to type into search engines.©2009 Pearson Education, Inc. Publishing as Prentice Hall14-7Paid SearchPaid search occurs when an advertisers pays a fee for directory submission, inclusion in a search engine index, or to display their ad with particular keyword searches.Paid search is commonly called pay-per-click (PPC) because advertisers pay when users click on ads.Google charges $0.15-$15 per click.Click-through rates can range from 0% to 50%.©2009 Pearson Education, Inc. Publishing as Prentice Hall14-8Vertical SearchVertical search is site-specific search on specialized topics, such as travel, online retailers, or books.Vertical search sites include:ZoomInfo and LinkedIn (people search).CareerBuilder (jobs).YouTube (videos).Pricing models on vertical search sites include directory submission fee, cost-per-click, and traditional cost-per-thousand (CPM) impressions.©2009 Pearson Education, Inc. Publishing as Prentice Hall14-9Online CommunitiesTypes of communities include wikis, news aggregators, video and photo sharing sites, online forums, product review sites, etc.A wiki is software that allows users to collaborate on the content of the site.News aggregators, such as Digg.com, bring news from many sources to one place.Video and photo sharing sites host user-generated content.©2009 Pearson Education, Inc. Publishing as Prentice Hall14-10Community Building PrinciplesLarry Weber (2007) suggests a 7-step program for building a successful online community:1. Observe.2. Recruit.3. Evaluate platforms.4. Engage.5. Measure.6. Promote.7. Improve.©2009 Pearson Education, Inc. Publishing as Prentice Hall14-11BlogsBlogs, online diaries, or journals are social media.In 2007, 12% of internet users had created a blog and 22% had posted comments.Technorati.com tracks over 112 million blogs.Marketers use blogs to disseminate their views and to draw users to their sites.©2009 Pearson Education, Inc. Publishing as Prentice Hall14-12Social NetworksSocial networks help individuals connect deeply with other for different purposes:Meeting people, sharing interests, and having fun.Finding contacts to get a job, venture capital, or to find employees.According to Lewis PR, 33% of companies will implement a social network by 2008 and 70% will include social networks in their marketing strategy.©2009 Pearson Education, Inc. Publishing as Prentice Hall14-13Effective Internet BuysMarketers use many digital strategies to reach target markets:Search engines.Social media such as online videos and blogs.Keyword advertising campaigns.It is difficult to generalize about the most effective online media strategies.©2009 Pearson Education, Inc. Publishing as Prentice Hall14-14Efficient Internet Buys, cont.Cost per thousand (CPM) calculations can determine the most efficient buy.The CPM metric is calculated as follows:(Cost of the ad/Audience) *1,000Audience size is expressed in
View Full Document