Chap 11: E-marketing Communication

The primary goal of this chapter is to understand the Internet as a tool for efficiently and effectively exchanging marketing communication messages between marketers and their audiences. You will learn how each marketing communication tool can carry messages over the Internet and how marketers buy and use promotional space on the Net as a communication medium.

Intergrated Marketing Communication (IMC)

is a cross-functional process of planning, executing, and monitoring brand communications designed to profitably acquire, retain, and grow customers.

Profitable _________ are the key to a firm’s existence.

Customer relationships

True or False?

E-marketers prefer using postal mail over e-mail for personalized communication.

False
Explanation: E-marketers typically choose e-mail for its ability to customize offers and request interactive responses, making it more effective than postal mail for targeted communication

Which of the following media types is considered 'pointcast'?

• A) Television

• B) Radio

• C) E-mail

• D) Newspapers
  

C) E-mail

Explanation: Pointcast refers to media that can be directed at individuals, such as e-mail, as opposed to broadcast media that targets mass audiences like television and radio

Differences between broadcast, narrowcast, and pointcast media.

• Broadcast media refers to channels that reach mass audiences (e.g., television and radio).

• Narrowcast media targets smaller audience segments (e.g., cable television).

• Pointcast media is directed at individuals with customized messages (e.g., e-mail).

What factors should marketers consider when selecting media for their campaigns?

Marketers should consider the target audience's characteristics, the nature of the message, the desired level of interaction, and the credibility associated with different media types when selecting their marketing channels

What is a significant advantage of traditional marketing?

• A) Immediate feedback from consumers

• B) Ability to micro-segment audiences

• C) Established credibility and trust among consumers

• D) Lower costs compared to digital marketing
  

C) Established credibility and trust among consumers

Explanation: Traditional marketing methods are often viewed as more credible due to their long-standing history and tangible presence, which can foster trust among the audience

Strengths and weaknesses of Major Media

Strengths and weaknesses of the Internet (media buyer’s perspective)

Strength: The Internet allows precise targeting, real-time tracking of ad performance, flexibility in message delivery, global reach, and interactivity.

Weakness: It struggles to reach mass audiences, can have slow video delivery due to low broadband, and often lacks complete audience descriptions.

Difference between Print media and Television & radio

Print media allow for active viewing: Readers can stop and look at an ad that interests them, spending quite a bit of time reading the details

Traditional Media Hierarchy of Effects

Traditional Media Hierarchy of Effects helps marketers understand where customers stand in relation to the purchase cycle —> firm can select the approproate communication objectives and strategies

Which of the following statements best describes the goal of brand advertising online?

A) To motivate consumers to immediately purchase a product.
B) To create a favorable image associated with the product and build brand equity.
C) To gather direct responses from consumers, like website registrations.
D) To directly prompt consumers to take immediate action, such as making a transaction.

B) To create a favorable image associated with the product and build brand equity.

Explanation:
The primary goal of brand advertising is to build a strong, favorable image for the brand, which influences consumers at the moment of their buying decisions.

Unlike direct-response marketing, which seeks immediate consumer action, brand advertising focuses on creating awareness and a positive attitude toward the brand. This approach helps establish long-term brand equity rather than generating an immediate transaction.

Internet Advertising

is nonpersonal communication of information through various media, usually persuasive in nature about products (goods and services) or ideas and usually paid for by an indentified sponsor

__, ___, _____are the three major vehicles for Internet advertising.

E-mail, wireless content sponsorship, and Web sites are the three major vehicles for Internet advertising.

E-mail and wireless advertising are most often text-based, tagging along on a consumer's incoming content from a third party, e-mail advertising can include graphics.

Web advertising usually includes multimedia content. Still, Web site advertising can be as small as a line of text with an embedded hyperlink to the advertiser's site,

Note: HTML and multimedia e-mail messages sent from a firm directly to Internet users are direct marketing, not advertising.

Question:

What is the primary goal of Search Engine Marketing (SEM)?

A) To create a memorable brand image for consumers.

B) To improve a website’s ranking in search engine listings and attract targeted traffic.

C) To build long-term customer relationships through personalized email marketing.

D) To drive offline sales by promoting in-store discounts.

B) To improve a website’s ranking in search engine listings and attract targeted traffic.

Explanation: Search Engine Marketing (SEM) focuses on increasing visibility in search engine results to attract specific audiences interested in particular keywords. This includes purchasing keywords or improving website ranking organically. SEM is unique to the online environment and helps drive targeted traffic to websites, as users are often more receptive to ads related to their search queries.

How many steps do marketers build a Search Marketing Program ?

9 Steps, including:

1. Research

2. Expand

3. Reduce

4. Categorize

5. Capping

6. Ad copy development

7. Landing pages

8. Implementation

9. Measurement and optimization

Search Engine Optimization (SEO)

Search Engine Optimization (SEO) is the process of enhancing a website's content and structure to improve its ranking in organic (non-paid) search engine results

—> a key component of search marketing and is unique to the online environment.

Which of the following techniques is commonly used in SEO to help search engines find a website?

A) Buying keyword ads for search engine placement.

B) Including keywords in metatags and page content.

C) Purchasing top positions through slotting fees.

D) Using animated banners on the website.

B) Including keywords in metatags and page content.

Explanation: SEO involves using keywords in metatags and website content to ensure search engine crawlers can easily identify the site's relevance to search queries, which helps improve its organic search ranking

Differences Between Online PR and Traditional PR

	Traditional PR	Online PR
Connection with Audience	Press releases are sent through media outlets, which then share the information with the public	Organizations can connect directly with their audience through social media, websites, and other online platforms
Members of the audience are connected to each other	The audience receives information primarily from media sources.	The audience receives information primarily from media sources.
Access to Other Information	Audiences rely mostly on the media's coverage of a brand.	The internet allows users to quickly compare different sources and verify information, making it easier to evaluate claims
Pull vs. Push Information	Media outlets push information to the audience, limiting their choice of sources.	Audiences actively seek out information (Pull) from various sources, making it harder for a brand's message to stand out.

Which of the following options includes examples of sales promotion tools?

A) Flash sales, product packaging, and exclusive content access

B) Contest, voucher, free shipping, and cashback incentives

C) Market research surveys, brand partnerships, and event sponsorships

D) Direct advertising, email marketing, and social media engagement

B) Contest, voucher, free shipping, and cashback incentives

Explanation: Sales promotion tools are short-term incentives aimed at boosting product sales.

Examples include contests, vouchers, free shipping, and cashback incentives, all of which encourage customers to make a purchase.

Direct Marketing

involves engaging directly with carefully targeted individual consumers and customer communities to both obtain an immediate response and build lasting customers.

According to Seth Godin, what is the primary goal of permission marketing?

A) To send unsolicited emails to as many people as possible.
B) To turn strangers into customers by gaining their consent.
C) To collect email addresses for future marketing.
D) To maximize advertising space on websites

B) To turn strangers into customers by gaining their consent.

Explanation: Permission marketing focuses on gaining user consent to communicate, transforming potential customers into actual customers by providing relevant information based on their interests.

What are the most appropriate metric for evaluating the success of a direct marketing campaign?

A) Click-through rate; sales volume

B) Response rate; record growth

C) Customer retention rate; social media engagement

D) Cost per acquisition; brand awareness

B) Response rate; record growth

Explanation: The response rate is the key metric for assessing the effectiveness of direct marketing campaigns, while firms also track record growth to measure success in expanding their customer databases.

What does "opt-in email" refer to?

A) Email sent without the recipient's consent

B) Permission to receive commercial email

C) A type of spam email

D) Emails sent to random addresses

B) Permission to receive commercial email

Explanation: Opt-in email signifies that recipients have given their consent to receive marketing messages, differentiating it from unsolicited spam emails.

Characteristic of email marketing

• Targeted Messaging: Sends relevant messages to specific audience segments.

• Personalization: Customizes emails with recipient details for better engagement.

• Cost-Effective: Inexpensive compared to other marketing channels.

• Direct Communication: Enables quick, direct interaction with customers.

• Automation: Allows for scheduled and triggered email sending.

• Measurable Results: Tracks metrics like open rates and click-through rates.

• Direct-Response Mechanism: Encourages immediate actions from recipients.

• Testing Options: Facilitates A/B testing for optimizing campaigns.

• Integration: Works well with other marketing channels and strategies.

• Mobile-Friendly: Designed for optimal viewing on mobile devices.

• Regulatory Compliance: Adheres to laws like CAN-SPAM and GDPR.

• Relationship Building: Fosters loyalty through valuable content and offers

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Social Media

• is the term commonly given to Internet and mobile-based channels and tools

• Independent and commercial online social networks where people congregate to socialize and share messages, opinions, pictures, videos, and other content.

Social Media KPI Pyramid

Affiliate Marketing

is a commission-based arrangement where referring sites are paid a fee for sales, leads or visitors

• Aggregators: creating a product feed for some of comparison sites

• Review sites: Link to merchants based on Cost Per Click deals

• Reward sites:Split the commission between the reward site and theirs visitors

• Voucher code sites: great deals to entice first time shoppers to generate business