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SIUE MKTG 466 - Chapter 14 Objectives

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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 ObjectivesAfter 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 LaunchHalo 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 MediaThe 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 TypesBroadcast 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 MediaIMC 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 EnginesSearch 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 SearchNatural 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 SearchPaid 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 SearchVertical 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 CommunitiesTypes 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 PrinciplesLarry 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 Hall14-11BlogsBlogs, 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 NetworksSocial 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 BuysMarketers 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) *1,000Audience size is expressed in


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