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Chapter 5

This document discusses various forms of online marketing communications and advertising that e-commerce firms use. It describes different types of online advertisements like display ads, rich media ads, search engine advertising, sponsorships, affiliate marketing, and email marketing. It also discusses how to effectively measure the results of online marketing and how companies can integrate both online and offline marketing communications. Lastly, it covers factors that influence the effectiveness and credibility of a company's website as a marketing tool.

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97 views13 pages

Chapter 5

This document discusses various forms of online marketing communications and advertising that e-commerce firms use. It describes different types of online advertisements like display ads, rich media ads, search engine advertising, sponsorships, affiliate marketing, and email marketing. It also discusses how to effectively measure the results of online marketing and how companies can integrate both online and offline marketing communications. Lastly, it covers factors that influence the effectiveness and credibility of a company's website as a marketing tool.

Uploaded by

ohoudhasan08
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPT, PDF, TXT or read online on Scribd
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Chapter 5

E-commerce Marketing Communications


Marketing Communications
 Online marketing communications: Methods
used by online firms to communicate with
consumer and create strong brand
expectations
 Promotional sales communications: Suggest
consumer “buy now” and make offers to
encourage immediate purchase
 Branding communications: Focus on extolling
differentiable benefits of consuming product
or service
Forms of Online Advertisements
 Display and rich media ads
 Search engine advertising: Paid search engine
inclusion and placement
 Sponsorships
 Referrals (affiliate relationship marketing)
 E-mail marketing
 Online catalogs
 Online chat
 Blog advertising
Display and Rich Media Ads

 Display ads
 Banners

 Pop-ups and pop-unders

 Rich media ads: Employ Flash, DHTML, Java,


streaming audio and/or video
 Interstitials

 Superstitials
Online Advertising Placement Methods
 Banner swapping: Arrangements among firms
allow each firm to have its banners displayed
on other affiliate sites for no cost
 Banner exchanges: Arrange for banner
swapping among firms
 Advertising networks: Act as brokers between
advertisers and publishers, placing ads and
tracking all activity related to the ad
Search Engine Advertising: Paid Search
Engine Inclusion and Placement
 One of fastest growing and most effective forms
of online marketing communications
 Types:
 Paid inclusion

 Paid placement

 Keyword advertising

 Network keyword advertising


Sponsorships and Affiliate Marketing
 Sponsorship: Paid effort to tie an advertiser’s name to
particular information, event, venue in way that
reinforces brand in a positive, yet not overtly
commercial manner
 Advertorial a common form
 Affiliate relationship: Permits 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
 Sometimes called tenancy deals
 Amazon/Toys “R” Us an example
 Customer hijacking an issue
Other Forms of Online Marketing
Communications
 Online catalog: Provide equivalent of paper-
based catalog
 Online chat: Provides equivalent of help from
sales representative
 Blog advertising: Online ads related to
content of blogs
Mixing Offline and Online Marketing
Communications
 Traditional offline consumer-oriented
industries have learned to use Web to extend
brand images and sales campaigns
 Online companies have learned how to use
traditional marketing communications to drive
sales to Web site
 Most successful marketing campaigns
incorporate both online and offline tactics
How Well Does Online Advertising Work?

 Click-through rates may be low, but these are


just one measure of effectiveness
 Research indicates that most powerful
marketing campaigns include both online and
offline advertising
Software for Measuring Online
Marketing Results
 WebTrends: Software program that
automatically calculates activities at site, such
as abandonment rate, conversion rate, etc.
 WebSideStory: Web service that assists
marketing managers
The Web Site as a Marketing
Communications Tool
 Web site can be viewed as an extended online
advertisement
 Domain name: First communication an e-commerce
site has with a prospective customer
 Search engine optimization:
 Register with as many search engines as possible
 Ensure that keywords used in Web site description
match keywords likely to be used as search terms
by user
 Link site to as many other sites as possible
 Get professional help
Web Site Functionality
 Factors affecting effectiveness of a software
interface:
 Utility
 Ease of use
 Factors in credibility of Web sites:
 Design look
 Information design/structure
 Information focus
 Responsiveness

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