online communication vodcast part 1

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DIfferent online techniques in communication for building your Direct marketing campaign

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COMMUNICATION 3.0

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Below the line , Above the line, Through the line advertising Integrated Communications approach The use of Internet as a medium for advertising How e-mail can effectively be used for a marketer The advantages and pitfalls of viral marketing strategies The effectiveness of video marketing The use of Internet in public relations Understand blogging and its commercial value LEARNING OBJECTIVES

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Brand recall – unaided or aided Engaging with the customer Building brand value Mass market target , one single hit Company reputation and value What’s the point of advertising Advertising is above the line

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Above the line: Traditional media – TV ads , magazines, press , radio, posters, Internet banner ads Below the line Seminars , direct mail, email, targeted SMS, exhibtions , blogs , forums and specialised catalogues, instore stands, shopping interception Through the line Combination of ATL and BTL strategies to gain closer contact with customer Increase touch points One type points to another Above the line, below the line Through the line

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TV ads , press publicity Pointing to online games and Instore activity

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Integrated communications approach

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Internet significance for communication between buyers and sellers Digital communication provides greater creativity , precision and measurement Through virtual presence Integrated campaign with offline methods 2 way interactions = enhanced customer relationships Promotional message and customer control of information Recent phenomonen – 90s saw dominance of TV and print In UK Internet advertising > print media from 2007 Internet – a communication medium

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Any promotion requires communication Internet : a medium for communication Ability to create different environments to experience new forms of reality ( Nicovich and Cornwell , 1998) A form of communication YES, BUT….. The value is in the message – content, customisation NOT transmission The communications process

The Internet and the Communications process:

The Internet and the Communications process Feedback Feedback

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Advertising – non personal communications using mainstream media PersonalSelling – face to face interactions Sales promotions – short term incentives to stimulate quick sales Public relations – creating a sustained positive image Direct marketing – uses customer databases for transactional and relational marketing ONLINE ACTIVITIES – promotions, video , search engine , e-mail marketing, Forums communication = DIRECT MARKETING strategy The promotional communications mix

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First banner advert online in 1994 But advertising industry still in a state of flux Traditional media – cost based on rate card Eg 30 second TV ad for 6 million people has set rate Full page colour ad in magazine with 2 million subscribers has a set rate Online – there is no equivalent to offline rate card Scepticism in value of online Advances in technology Industry fragmentation – no lead body recognised ONLINE ADVERTISING

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CPM ( cost per thousand ) – pay per impression Suited to brand adverstising for repeated exposure CPC ( cost per click) – advertiser pays publisher for every click on the ad Method or payments used by search engines in their listing schemes CPA ( cost per action) - The publisher receives payment if click through results in an action PPC ( pay per call) when an ad or site has a toll free number CTR – number of clicks through to purchase point Conversion rate – measurement of number of sales from CTR Advertising rates

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Direct marketing ads – to seek direct action from consumers Ex: click here to take advantage of this limited offer Branding ads that reinforce consumer opinion by frequent exposure Yahoo pages Information gathering ads Please click here for a 5 minute online survey Free gift ads Click here for your free whitepaper Types of online advertising

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Portals – 51% of market Yahoo or MSN Community web sites Search engines Shopping search engines Chat- rooms Blogs Podcasts Mobile devices Online magazines Placement of online ads

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Banners First one appeared in 1994 – Wired Magazine – AT&T Recognised banner sizes include (in pixels) 468 x 60 234 x 60 – the half banner 120 x 60 and 125 x 125 – the button size 120 x 600 – skyscrapers at side of page Floating ads – more sophisticated pop-up Rich media – video and shockwave – will develop with improved broadband Ad formats

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Users avoid certain formats – eg standard format Whilst pop-ups seen by 70% of users , they are generally ignored or closed within 3 seconds Borders around ads , deflect attention for ad content Ads that are blended into textual content work well What works best

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The most popularly used element of the Internet 99% most common activity , 77% price comparison , 65% news But comes with a curse – SPAM Reputable marketers only used permission based email marketing Filters now integrated by ISP to block the majority of spam Multiple purposes to e-mail marketing E-mail marketing

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Newsflashes – negative or positive New product announcement New product availability Promotional discount offers Press / publicity releases – to reach wider audience Personalised greetings – for birthdays , greetings Order confirmations – sales online Reminders for event purchases – eg Mother’s Day Expiration notives Shipping status Customer surveys Reminders for frequent purchasers – Zodiac! E-mail marketing purpose

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Direct marketing is the planned recording , analysis and tracking of customer response and transactions (Institute of Direct Marketing) E-mail is the Internet version of Direct marketing Successful e-mail marketing based on traditional DM methods Define objectives Determine target recipients Permission is everything Use double opt -in methods ( confirmation mails) Offer opt -out facility Personal greetings Include call to action Subject line vital Important info in first paragraph Direct marketing using E-mail

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Delegate ownership Be ready to respond – have follow up messages Develop unique landing pages Liaise with technology to make sure platforms can cope with response The message must keep being tested Optimise sending time Time of day The day Global times Response plans Measure results – email delivery , open rate, Click through rate, Conversion rate Develop response

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