Internet marketing ch 3 Promotion

goal of promotion
Reach customers and influence them to buy a good/service.
old school model of consumer buyer process
Traditionally the consumer buying process was thought of as a giant funnel, where customers are moved through a series of obstacles, each with inherent attrition. Success was when a customer moved all the way from awareness to the point of purchase, loyalty
New school of consumer buyer process
– Information age: New technology allows ease of consumer research
– Caveat emptor (buyer beware) becomes caveat vendor (seller beware)
Online firms have different goals from brick and mortar firms, but both need internet marketing. Two major types of online goals:
– Branding
– Direct response
Internet marketing promotion platforms:
• Social Media
– Page like / recommendation
– Branding
• Search Engine
– Display ads (Branding / Direct response)
– Search ads (Direct response)
– Remarketing / retargeting
• Email
– Generally for CRM – Need consent
– How in the promotion context? In exchange for something valuable
How to write / design great promotional materials
– Copy platform essential
• In line with marketing plan, other mediums! • Directed to target market
– Copy / Design
• A look at IM consumer behavior
– Up front: NO silver bullet. Constantly changes.
– PEW: Internet user habits – Older users tend to read slower and more completely
– PEW: Younger users bounce faster – break at 29.
Key features of good copy for internet ads
• Goal behavior #1: get a click (not a sale)(Dating before marriage) How?
• Descriptive headline
• Benefit language – not product product product
• Adequately support text
– Facts
– Testimonial
Key features of good design for internet ads!
• Motion / GIFs
• Hi res photos (for the retina users)
• NOT stock photography
• Minimalistic (Not too busy)
• Easy to read
• Attention grabbing pictures / colors
retargeting
is a form of online targeted advertising by which online advertising is targeted to consumers based on their previous Internet actions, in situations where these actions did not result in a sale or conversion.
Caveat emptor
Latin for “Let the buyer beware”
is the contract law principle that controls the sale of real property after the date of closing, but may also apply to sales of other goods.
Caveat venditor
Tacit warning to the sellers that, unless they expressly disclaim any responsibility, they will be held liable if the sold items are found defective in any way or vary from the specifications. Latin for, let the seller beware. Mirror image of caveat emptor.
Branding
to assign a “name, term, sign, symbol or design, or a combination of them intended to identify the goods and services of one seller or group of sellers and to differentiate them from those of other sellers.
Direct response
Promotional method in which a prospective customer is urged to respond immediately and directly to the advertiser, through the use of a ‘device’ provided in the advertisement. These devices (called direct response mechanisms) include a (1) coupon to cut and mail, (2) business reply card, (3) toll-free telephone number, or, on the internet, (4) hotspot to click. Most retail sale advertisements are direct response ads in one way or the other.
Display ad
Usually any print advertisement other than a classified advertisement.
Search ad
Method of using ads that will show up when an internet user types in specific key words or phrases in search of a product or service
CRM
A computerized system for identifying, targeting, acquiring, and retaining the best mix of customers.

A management philosophy according to which a company’s goals can be best achieved through identification and satisfaction of the customers’ stated and unstated needs and wants.

copy platform
refers to an outline of topics to be addressed in an ad, brochure, radio spot or any other advertising medium (directed by a client’s goals and objectives).
target market
A particular market segment at which a marketing campaign is focused.