Lecture Advertising and promotion (2/e) – Chapter 14: Interactive marketing

Chapter 14 - Interactive marketing. The goals of this chapter are: To examine the development and evaluate the reasons for growth of the internet and interactive media, to define the role and relationships of the internet and interactive media and apply them in an IMC program, to compare the advantages and disadvantages of direct communication on the internet and interactive media,...

Chapter 14

Interactive marketing

Learning objectives

1 To examine the development and evaluate the reasons for growth of the internet and interactive media.

2 To define the role and relationships of the

internet and interactive media and apply them in

an IMC program.

3 To compare the advantages and disadvantages

of direct communication on the internet and

interactive media.

4 To evaluate the effectiveness of communication through direct communication via the internet.

Advantages

and limitations

Behavioural targeting

Part of IMC

internet

Objectives

Sales promotion

Personal selling

marketing

Be more kissable

A brief history of the internet

households are connected to the internet

1991

First search engine, Archie, launched

Growth of internet access

(Australia)

Source: Australian Bureau of Statistics, Household Use of Information Technology, Australia, 2008–09 (Catalogue 8146.0)

Household Home Computer or internet Access

Use of digital media

Social networking participation rates (New Zealand)

Time spent on social networking sites

Source: ComScore, State of The internet with a Focus on New Zealand, July, 2011

The web as an IMC channel

Modified hierarchy of effects

model for the internet

Disseminate information

Absolut drinks

Business-to-business websites

Huggies go well beyond

providing information

Sportsgirl offers multiple

interaction opportunities

Ebay offers personalisation and online community

Integrating the internet into an IMC program

Advertising Sales promotions

Personal selling Personal selling Public relations Direct marketing

The internet site

The marketer–customer interface

Advertising on the internet

Banners Sponsorships Pop-ups/unders

Push technologies (webcasting)

Push technologies (webcasting) Links

Standard internet advertising sizes

Rectangle (180 X 150 pixels)

Button

(125 X 125

 pixels)

Not to scale

Types of rich media

Webisodes

A broad range of

interactive digital media

that exhibit dynamic

interactive digital media

that exhibit dynamic

Blogs

Marketing bloggers

Sales promotion on the internet

Personal selling on the internet

Vastly increases potential reach

Vastly increases potential reach

Reduces high cost of

Caterpillar provides information

Public relations on the internet

Support other activities

(e.g cause-related marketing)

Support other activities

(e.g cause-related marketing)

Public relations on the internet

(cont.)

Public relations on the internet

(cont.)

Advantages

and limitations

Behavioural targeting

Part of IMC

internet

Objectives

Sales promotion

Personal selling

marketing

Measuring the internet

Cross-media optimisation

Measuring interactive media

Nielsen Net Ratings

Data

sources

Data

sources

The internet and creative impact

Internet advantages and

Complement to IMC

Poor reach Irritation

Additional interactive media

Emerging interactive media

Summary and conclusions

 As advertisers search for more engaging ways to

interact with customers, new marketing applications for online and interactive technologies continue to

 Advantages of the internet include its versatility,

interactivity and its use in building customer

relationships.

 Interactive media present challenges for audience

measurement.