online marketing communication options
- website
- search ads
- display ads
key design elements of an effective website
- context
- content
- community
- customisation
- communication
- connection
- commerce
community
how the website enable user-to-user communication.
communication
how the website enables site-to-user, user-to-site, or two-way communication.
connection
the degree to which the website is linked to others.
commerce
the website’s ability to enable commercial transactions.
microsites
individual webpages or clusters of pages that function as supplements to a primary site.
paid search/pay-per-click ads
when marketers bid in a continuous auction on search terms that serve as a proxy for the consumer’s product or consumption interests.
search engine optimisation (SEO)
describes activities designed to improve the likelihood that a link for a brand is as high as possible in the rank order of all nonpaid links when consumers search for relevant terms.
display ads/banner ads
small, rectangular boxes containing text and perhaps a picture that companies pay to place on relevant websites. the larger the audience, the higher the cost.
interstitials
advertisements, often with video or animation, that pop up between page changes within a website or across websites.
main platforms for social media
- online communities and forums
- blogs
- social networks (for both B-to-B and B-to-C)
online communities and forums
a key for success in online communities is to create individual and group activities that help form bonds among community members.
viral marketing
a form of online word of mouth, or “word of mouse” that encourages consumers to pass along company-developed products and services or audio, video, or written information online. brands discussed offline are often those with salience and visibility and come easily to mind.
improve the likelihood of starting positive buzz
- identify influential individuals and companies and devote extra effort to them
- supply key people with product samples
- work through influential communities
- develop word-of-mouth referral channels to build business
- provide compelling information customers want to pass along
distinctive characteristics of a mobile device
- uniquely tied to one user
- virtually always “on” and carried everywhere
- immediate consumption possible
- highly interactive given it allows for geo-tracking, video and picture taking.
mobile apps
can perform useful functions - adding convenience, social value, incentives, and entertainment and making consumers’ lives a little or a lot better. smartphones help to boost loyalty programs and track whereabouts to send location-specific promotions when near shops or outlets.
