Marketing Chapter 12 Homework Organizations Have The Most Reach And The

Chapter 12:

E-Marketing Communication: Owned Media

Learning Objectives

E-Marketing Communication

Internet marketing is a powerful way to start and strengthen relationships with

customers. Marketing communication (MarCom) tools that use technology to

provide convenience are important keys to capturing attention and winning long-

term customer relationships.

Integrated Marketing Communication (IMC)

IMC is a cross-functional process for planning, executing, and monitoring

brand communications designed to profitable acquire, retain, and grow

customers. IMC strategy starts with a thorough understanding of the target

stakeholders, the brand, its competition, and many other internal and

external factors

IMC Goals and Strategies

Marketers create marketing communication objectives based on overall

marketing goals and the desired effects within selected target markets.

Owned Media

Includes e-marketing media channels that are fully or partially controlled by the

organizations who create the lion’s share of the multimedia content. This means

that company owned media take place on someone else’s site, so there are more

rules and requirements.

Content Marketing

Content marketing is a strategy involving creating and publishing content on Web

sites and in social media. This is an interesting trend, in which companies are

organizing themselves as media publishers online. All owned media can be

considered content marketing. As with all IMC, companies need to understand

their goals and markets and decide whether their content needs to be entertaining,

educational or provide some utility. The most used owned media include:

Web Site

Marketing public relations (MPR) includes brand-related activities and

non-paid, third party media coverage to positively influence target

markets. MPR is the marketing department’s portion of PR directed to the

Web Site Landing Pages

Landing pages are closely related to Microsites because they are often

stand-alone Web pages. A landing page is a unique page that appears after

a user clicks on a link associated with a Web site. A/B testing is when

there are two versions of a Web page with similar content and images for

testing which performs better.

Mobile Sites

The rapid growth of mobile internet access has marketers scrambling to

create mobile versions of their Web sites.

Web Site Chat

Some companies provide real-time sales assistance online. Many

Blogs

Blogs (from the term Web logs) are Web sites where entries are listed in

reverse chronological order and readers can comment on any entry. There

were more than 181 million blogs at the end of 2011. There are many

Companies create spaces for consumers, prospects, and business

Podcasts

A podcast is a digital media file available for download online to

computers, music players, tablets or smartphones. Podcasts began with

purely audio files for the iPod and other MP3 players, but now users can

download video podcasts (“vidcasts” or “videocasts”) for use on many

types of receiving appliances.

E-Mail

E-mail remains the most important communication technique for building

Rules for Successful E-Mail Marketing

Use opt-in to build trust, check ISP filters to ensure e-mail reputation, use

professional email addresses, and make it easy to unsubscribe, use micro–

segmentation, give receipts and use metrics to track success.

Spam

No online users like to receive unsolicited email. Sending spam is now

Text Messaging

Up to 160 characters of text sent by one user to another over the internet,

usually with a cell phone or smartphone. Marketers can build relationships

Sales Promotion Offers

Sales promotions are short-term incentives of gifts or money that facilitate the

movement of products from producer to end-user. Sales promotions may include

coupons, rebates, product sampling, and contests/sweepstakes are widely used on

the Internet.

Coupons

Experts predict that by the end of 2012, 92.5 million people will use

online coupons.

Sampling

Software companies may offer a free download of a demo version of their

software that usually expires in 30 to 60 days. After the demo expires, the

Online Games

Games can be played on consoles, PCs, and portable devices. Advergames

combine online advertising and gaming, featuring a company’s product.

Online Gifting

GroupCard’s application allows retailers to sell group gift cards on their

own Web sites and social networking pages. The customer who creates the

Branded Mobile Apps

Many companies create branded mobile applications and widgets that

QR Codes and Mobile Tags

QR codes are barcodes that appear as many black modules in a small

square white background. They are an extension of offline paid media that

engages internet users. The use of mobile tagging is growing, as well.

Location-Based Marketing

Location-based marketing is promotions that are pushed to mobile devices

Coordinating Internet and Traditional Media IMC Plans

Today, marketers face a mix of owned, paid, and earned media that can carry the

promotional tools of advertising, sales promotion, direct marketing, public

relations, and personal selling. The guiding force for selecting appropriate

Search Engine Optimization

The process of maximizing the number of visitors to a Web or social

media site by ensuring that either: (1) the site name and links appear high

Owned Media Performance Metrics

With so many owned media choices that take a lot of participation effort, how can

a marketer know which are worth the investment? For company owned Web sites

and blogs, marketers use Web analytics, such as number of unique visitors, time

on each page, or conversion to sales. Social media metrics are different from

standard Web site metrics because users interact with branded media in many

different ways.

Sales Promotion Metrics

Marketers need to know how their sales promotions contribute to the

Chapter Summary

Integrated marketing communication (IMC) is a cross-functional process

for planning, executing, and monitoring brand communications with the goal of

profitably acquiring, retaining, and growing customers. When making decisions

about marketing communication tools, companies consider the results they would

like to achieve in moving consumers through the steps of awareness, interest,

desire, and action (AIDA model) or the steps of “think, feel, do” in the hierarchy

of effects model. Companies develop social media strategies and plan specific

tactics to increase consumer awareness, influence attitude, and encourage

behavior.

The five traditional marketing communication tools are advertising, public

relations, sales promotion, direct marketing, and personal selling. In planning

IMC campaigns, companies can now move beyond traditional tools and “1 to 1”

(one marketer, one recipient) and “1 to many” (one marketer, multiple recipients)

Among the most commonly used owned media are: company Web sites

(to provide information, entertain, build communities, and serve as a

communication channel with customers); blogs (to disseminate views, attract site

visitors, engage in conversations, and support expert standing); support forums

and communities (for customers and prospects to discuss topics of interest,

provide product ideas, or seek assistance); podcasts (to support brand-building);

e-mail (for building relationships and encouraging direct response); text

Search engine optimization (SEO) is the process of maximizing the

number of visitors to a Web site or social media site by landing the site name and

link high on search engine results (natural or organic search) or attracting clicks

Opening Vignette: Will it Blend?

Will it blend is the perfect example of how viral marketing can greatly enhance

I. E-Marketing Communication

Internet marketing is a powerful way to start and strengthen relationships with

customers, but e-marketers must be increasingly clever to design and deliver

brand messages that capture and hold audience attention.

A. Users are in control

2. Can impatiently click away when website don’t quickly deliver

B. Marketing communication

2. Provide keys to capturing attention

C. Integrated Marketing Communication

Integrated marketing communication (IMC) is a cross-functional process for

planning, executing, and monitoring brand communications designed to

profitably acquire, retain, and grow customers.

1. To create communication objectives based on overall

2. AIDA model

a. Awareness

3. Hierarchy of effects

a. Think

E. Traditional Marketing Communication Tools

1. Advertising

3. Sales promotion

5. Personal selling

F. Owned, Paid, and Earned Media

2. Paid: Properties owned by others who are paid by the

organization

3. Earned: individual conversations become the channel

II. Owned Media

A. primary goals:

2. Entice them to pass this content along to others

3. Exercise CRM (customer relationship management)

B. Marketers use all traditional IMC tools for owned media, except for

advertising

III. Content Marketing

A. Creating and publishing content on Web sites, social media

B. Companies become media publishers online

2. Accepting Google’s Ad Sense or other types of ads

E. Web Site

1. Serves as an electronic brochure

2. Advantages:

a. A low-cost alternative to paper brochures or press

releases

particular products

4. Microsites: Web sites designed for a narrow purpose

F. Web Site Landing Pages

2. Often stand-alone Web pages

4. A/B testing involves two versions of a Web page

G. Mobile Sites

H. Web Site Chat

1. Can provide real-time sales assistance online.

3. Rep can also push Web pages directly to the customer

I. Blogs

2. CEOs blog to put a personal face on their companies

4. Consider:

a. Which platform to use

b. Who will do the writing

J. Support Forums/Communities

1. Spaces for consumers, prospects, and business customers

2. Enables:

a. Discussion of topics of interest

3. For success, marketers should:

a. Observe

b. Recruit

c. Evaluate platforms

K. Podcasts

L. E-Mail

2. Offers the chance for real dialogue with individual customers

M. Permission Marketing: Opt-In, Opt-Out

1. Opt-in: users have voluntarily given permission to receive

N. Rules for Successful E-Mail Marketing

1. Use opt-in to build trust

3. Use professional email addresses

5. Use micro-segmentation

7. Use metrics to track success

O. Spam

2. Spammers harvest e-mail addresses from:

P. Privacy

1. Databases drive e-mail marketing

3. Send prospects e-mail, customized web pages, display ads, and

more

Q. Text Messaging

2. Usually with a cell phone or smartphone

it

4. To succeed, the messages should be:

a. short

b. personalized

R. Online Events

1. Online fashion shows

3. Workshops

IV. Sales Promotion Offers

Sales promotions are short-term incentives of gifts or money that facilitate the

movement of products from producer to end-user. Sales promotions may include

coupons, rebates, product sampling, and contests/sweepstakes are widely used on

the Internet.

A. Coupons — Experts predict that by the end of 2012, 92.5 million

people will use online coupons.

B. Sampling

2. Short sample music clip

C. Contests, Sweepstakes

2. Contests require skill

3. Sweepstakes involve a drawing of pure chance

D. Virtual Worlds

1. Users take the form of avatars

3. Avatars can be used as promotional vehicles

E. Online Games

2. Advergames combine online advertising and gaming

F. Online Gifting

2. The customer can circulate it to many others

G. Branded Mobile Apps

1. These support social interactions and user contributions

H. QR Codes and Mobile Tags

2. They are an extension of offline paid media

I. Location-Based Marketing

1. Involves promotions pushed to mobile devices based on user

location

J. Social Networks

2. Based on the idea of six degrees of separation

V. Coordinating Internet and Traditional Media IMC Plans

Today, marketers face a mix of owned, paid, and earned media that can carry the

promotional tools of advertising, sales promotion, direct marketing, public

becoming much more important and is more true to the well-accepted company

goal of customer-driven marketing.

A. Search Engine Optimization

1. The process of maximizing the number of visitors to a Web or

social media site by ensuring that either:

2. Natural Search — a search marketing strategy involving

3. SEO principles for success

a. Spread fresh content all over the Web

b. Relevance and popularity

c. Optimize content

VI. Owned Media Performance Metrics

With so many owned media choices that take a lot of participation effort, how can

a marketer know which are worth the investment? For company-owned Web sites

A. Sales Promotion Metrics

1. Marketers need to know how their sales promotions contribute

to overall communication goals

B. Direct Marketing Metrics

2. Use direct tactics to build databases, measure customer