PART TWO
Business Concepts
and Social Issues
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Business Concepts and Social
Issues
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Chapter 4:
E-commerce Marketing
Communication
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Learning Objectives
- Identify
the major forms of online marketing
communications.
- Understand the costs and benefits of online marketing
communications.
- Discuss the ways in which a Web site can be used as a
marketing communications tool.
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WHAT ARE MARKETING
COMMUNICATIONS?
Marketing communications have a dual purpose:
BRANDING and SALES.
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WHAT ARE MARKETING
COMMUNICATIONS?
One purpose of marketing communications is to
develop and strengthen a firm’s brands by
informing consumers about the differentiating
features of the firm’s products and services.
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WHAT ARE MARKETING
COMMUNICATIONS?
Another purpose of marketing communications
are used to promote sales directly by
encouraging the consumer to buy products.
(The sooner, the better).
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WHAT ARE MARKETING
COMMUNICATIONS?
There are a number of different forms of
marketing communications:
- Banner and rich media/video ads
- Interstitial ads
- Superstition ads
- Paid search engine inclusion and placement
- Sponsorships
- Affiliate relationships
- Direct e-mail marketing
- Online catalogs
- Offline marketing
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Banner and rich media/Video ads
Are promotional messages that users can respond
to by clicking on the banner and following the link to
a product description or offering.
Variations include different size banners, buttons,
skyscrapers, pop-ups, and pop-under.
Rich media ads use Flash, DHTML, Java, and
streaming audio and/or video and typically seek to
involve users more deeply than static banner ads.
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Interstitial ads
Are a way of placing full-page messages between
the current and destination pages of a user. They
are usually inserted within a single site, and are
displayed as the user moves from one page to the
next; they can also made to appear as users move a
among sites.
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Superstition ads
Are rich media ads developed by Unicast that preload into a browser’s cache and do not play until
fully loaded and the user clicks another page.
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Paid search engine inclusion and
placement
Is a relatively recent phenomenon. Firms now pay
search engines for inclusion in the search engine
index (formerly free and based on “objective”
criteria), receiving a guarantee that their firm will
appear in the results of relevant searches.
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Sponsorships
Are paid efforts to tie and advertiser’s name to
particular information, an event, or a venue in a way
that reinforces its brand in a positive yet not overtly
commercial manner. Advertorials are a common
form of online sponsorship.
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Affiliate relationships
Permit a firm to put its logo or banner ad on another
firm’s Web site from which users of that site can
click through to the affiliate’s site.
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Direct e-mail marketing
Sends e-mail directly to interested users, and has
proven to be one of the most effective forms of
marketing communications. The key to effective
direct e-mail marketing is “Interested users”Internet users who, at one time or another, have
expressed an interest in receiving messages from
the advertiser (people who have “opted in”).
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Online catalogs
Are the online equivalent of paper-based catalogs.
Their basic function is to display an e-commerce
merchant’s wares.
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Offline marketing
Offline marketing combined with online marketing
communications is typically the effective. Although
many e-commerce ventures want to rely heavily on
online communications, marketing communications
campaigns most successful at driving traffic to a
Web site have incorporated both online and offline
tactics.
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ONLINE MARKETING
COMMUNICATIONS
Methods used by online firms to
communicate to the consumer and
create strong brand expectations and
drive sales.
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PROMOTIONAL SALES
COMMUNICATIONS
Suggest the consumer “buy now” and
make offers to encourage immediate
purchase.
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BRANDING
COMMUNICATIONS
Focus on extolling the differentiable
benefits of consuming the product or
service.
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