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The Internet: Digital & Social Media

The document discusses the objectives and advantages of websites and digital/social media marketing. Some key objectives of websites include creating awareness, disseminating information about a company, and creating a strong brand. Advantages include targeted marketing, interactive engagement of customers, and providing informative access. Social media platforms like Facebook, Twitter, YouTube and others allow for creating buzz and gaining consideration. Measurement of effectiveness and issues like clutter and privacy are some disadvantages.

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162 views13 pages

The Internet: Digital & Social Media

The document discusses the objectives and advantages of websites and digital/social media marketing. Some key objectives of websites include creating awareness, disseminating information about a company, and creating a strong brand. Advantages include targeted marketing, interactive engagement of customers, and providing informative access. Social media platforms like Facebook, Twitter, YouTube and others allow for creating buzz and gaining consideration. Measurement of effectiveness and issues like clutter and privacy are some disadvantages.

Uploaded by

Sazzad66
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd
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The Internet: Digital &

Social Media
CHAPTER 15
Web Objective

 Create awareness
 For small companies with limited budget
 General interest
 That will bring visitors back
 Disseminate information
 Provide in-depth information about a company
 Create an image
 Websites designed to reflect the image of the company
Web Objective

 Create a strong brand


 Positioning the brand with a strong, dedicated
message
 Stimulate trial
 Electronic coupons to stimulate trial
 Create buzz
 Due to the viral nature of social networks. E.g Dove
real beauty sketches
 Gain consideration
 Blogs & discussions are useful in providing
information useful in evaluating products and brands
 E-Commerce
 Sell directly to customers
The Internet and IMC

 Web 1.0
 Banners
 Sponsorships
 Pop-Ups/Pop-Unders
 Interstitial
The Internet and IMC

 Web 1.0
 Paid searches
 Behavioral targeting
 Contextual ads
 Ads matching the content of a publisher’s site
 Rich media
 A broad range of interactive digital media
that exhibit dynamic motion, taking advantage of
enhanced sensory features such as video, audio,
and animation
 Online commercial
 Video on demand
 Webisodes
The Internet and IMC
The Internet and IMC
 Web 2.0
The Internet and IMC
 Web 2.0
 The big four of social media
 Facebook
 Twitter
 Google+
 YouTube
The Internet and IMC
 Web 2.0
 Additional social media
 Instagram
 Pinterest
 LinkedIn
 Podcasting
 Blogs
The Internet and IMC
 Other web 2.0 forms
 Augmented reality
 Second life
 QR code
 NFC
Advantages of internet, digital & social media

 Target marketing
 Target a huge market with minimum waste
 Message tailoring
 Messages can be structured to fit the appeal of the
target audience
 Interactive capabilities
 Customer involvement, engagement and satisfaction
 Informative access
 One of the most important aspects of the internet
Advantages of internet, digital & social media

 Sales potential
 Creativity
 Creatively designed sites can ensure repeated visits
and positive positioning of the company’s image
 Exposure
 Better for small companies with limited budget
 Speed
 Quickest mean of acquiring and providing information
 Complement to IMC
 Can be mixed with other IMC tools
Disadvantages of internet, digital & social
media
 Measurement problems
 Clutter
 Potential for deception
 Privacy
 Irritation

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