The Internet and Interactive MediaThe Internet and Interactive Media

Components include: ¾ Electronic mail – method of sending messages electronically ¾ World Wide Web – universal database of information available to internet users... Uses of the Internet

The Internet and Interactive Media

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McGraw-Hill/Irwin © 2004 The McGraw-Hill Companies, Inc., All Rights Reserved.

Internet - Overview

A worldwide means of exchanging

information and communicating through a system of interconnected computers from military, government, educational and

commercial sources.

Components include:

¾ Electronic mail – method of sending messages

electronically

¾ World Wide Web – universal database of

information available to internet users

Uses of the Internet for Marketing

¾ Electronic business – use of the Internet to Electronic business

conduct business activities

¾ Electronic marketing – the use of the Internet Electronic marketing

to conduct marketing activities

¾ Electronic commerce – use of the Internet for Electronic commerce

buying and selling products and services

¾ Electronic media – using the Internet as an Electronic media

advertising medium and a way to disseminate information to consumers

Elements of the Internet

ƒ Electronic mail (e-mail )

– Allows users to send electronic mail

ƒ Usenet

– Discussion groups, newsgroups, bulletin boards

ƒ Telnet

– Databases, library catalogs, and electronic journals

ƒ File transfer protocol (ftp)

– Software protocol for transferring files

ƒ Hypertext transfer protocol (http)

– Software protocol for transferring hypertext language files

ƒ Client server

– Computer system for transferring files between computers

ƒ Gopher

– Document retrieval system used to search for Information

ƒ Wide Area Information Server (WAIS)

– Use of keywords in databases to retrieve full text information

ƒ World Wide Web (WWW)

– Sound, graphic images, video, and hypertext on single pages

The Internet Picture

Internet Communications Objectives

¾To create awareness

¾To generate interest

¾To disseminate information

¾To create an image

¾To create a strong brand

¾To stimulate trial

Skyy Blue creates an image for the brand through its web site

– Ads appearing while waiting for a page to load

¾ Push Technologies or Webcasting

– Automatic or unsolicited message delivery

¾ Links

– Hypertext links to other sites, pages or locations

iVillage has numerous sponsorship partners

Banner ads come in a variety of formats

Personal Selling on the Internet

¾ May replace personal selling

– Reduces high cost of personal calls

– Vastly increases potential reach

¾ May enhance personal selling efforts

– Provides quick, easy, information to prospects– May be a source of leads

– May help to enhance customer data bases

– May stimulate trial of the goods or service

– May improve one-on-one communications

– May serve as a sales conference medium

Sales Promotion on the Internet

Offering consumers special incentives via the internet to encourage trial, repeat

purchase, or customer loyalty

ƒ Distribution of samples, coupons

ƒ Ability to enter contests, sweepstakes

ƒ Premium offers

ƒ Loyalty programs

Pepsi uses the Internet for promotions

Public Relations on the Internet

Internet as a medium for conducting PR

ƒ Media relations websites

ƒ Dissemination of customized information

ƒ Provision of information on the company and its products

ƒ Philanthropic activities

Chicken of the Sea International uses the Internet for public relations

Internet Direct Marketing

– Highly targeted

– Relies on e-mail lists

– Attempts to reach those with specific needs – Often used by catalogers

– Companies build or acquire a database

– The database is sold to subscribers

– Delivery may be on- or off-line

Internet Direct Marketing

ebaY is a popular site for e-commerce

Measures of Effectiveness

ƒ Online Measuring

ƒ Data on demographics, psychographics, location of access, media used, buying habits, and more.

ƒ Recall and Retention

ƒ Daily user interviews to measure recall and retention of web content viewed

Sources of Measurement Data

ƒ Arbitron

ƒ MRI and SMRB

ƒ Audit Bureau of Circulation

ƒ Internet Advertising Bureau (IAB)

ƒ Jupiter, Forrester and MediaMetrics

ƒ Business 2.0, Industry Standard, Fast Company

ƒ Internet Advertising Report and Individual.com