comm 3353: communication web technologies i chapter 6a: web marketing and public relations chapter...

COMM 3353:Communication Web Technologies I

COMM 3353:Communication Web Technologies I

Chapter 6a:Web Marketing and Public Relations

Chapter 6a:Web Marketing and Public Relations

www.class.uh.edu/comm/classes/comm3353/ppt/_Pres6a.html

Web Marketing and Public RelationsWeb Marketing and Public Relations

Marketing on the Web The Four P’s and C’s of Marketing Security and Privacy Issues Market Research

Marketing on the Web The Four P’s and C’s of Marketing Security and Privacy Issues Market Research

Marketing on the WebMarketing on the Web

Shopping on the Web is a relatively new and exciting way to purchase goods and services.

The need to present customers with a more convenient purchasing method while increasing name recognition and sales has led marketers to sell their products on line.

Shopping on the Web is a relatively new and exciting way to purchase goods and services.

The need to present customers with a more convenient purchasing method while increasing name recognition and sales has led marketers to sell their products on line.

Marketing on the Web, Continued…Marketing on the Web, Continued…

The web makes it easy to. . . Target Consumers.

Site-specific advertising.

Demonstrate products. Shareware, free subscriptions, etc. . .

Engage in sales transactions. eCommerce, validation and submission.

Gather information. Tell us about yourself. . .

Where does all that information go?

The web makes it easy to. . . Target Consumers.

Site-specific advertising.

Demonstrate products. Shareware, free subscriptions, etc. . .

Engage in sales transactions. eCommerce, validation and submission.

Gather information. Tell us about yourself. . .

Where does all that information go?

To Go Online or Not To Go Online? The Web is a cost-effective global market place.

Eliminates time and geographical boundaries.

The Web can provide new opportunities to businesses with limited resources. Especially advantageous to small companies. Anyone can create a web site. . .

Marketers recognize the great opportunity the Web provides and are developing creative and innovative ways to attract market share.

To Go Online or Not To Go Online? The Web is a cost-effective global market place.

Eliminates time and geographical boundaries.

The Web can provide new opportunities to businesses with limited resources. Especially advantageous to small companies. Anyone can create a web site. . .

Marketers recognize the great opportunity the Web provides and are developing creative and innovative ways to attract market share.


To Go Online or Not To Go Online, Continued. . . Achieving Web Development Goals and

Strategies: What’s the site’s purpose? Can the goals be reached? How will the objectives be measured? Who is the online audience? How can the target audience be reached? Which products will be displayed online?

To Go Online or Not To Go Online, Continued. . . Achieving Web Development Goals and

Strategies: What’s the site’s purpose? Can the goals be reached? How will the objectives be measured? Who is the online audience? How can the target audience be reached? Which products will be displayed online?


Achieving Web Development Goals and Strategies, Continued. . . How will online purchases and distribution be

handled? What’s the site’s design and maintenance

budget? How many pages should be included in the

site? How much interactivity should be incorporated

in the site?

Achieving Web Development Goals and Strategies, Continued. . . How will online purchases and distribution be

handled? What’s the site’s design and maintenance

budget? How many pages should be included in the

site? How much interactivity should be incorporated

in the site?


Types of Commercial Web Sites Billboards Storefronts Trading Posts Libraries and Directories Funhouses

Types of Commercial Web Sites Billboards Storefronts Trading Posts Libraries and Directories Funhouses


Billboards Text-heavy sites that contain little (if any)

interactivity. Provides basic, plain-text information.

Storefronts Multi-layered. Product-oriented. Generally posted for increased revenue.

Billboards Text-heavy sites that contain little (if any)

interactivity. Provides basic, plain-text information.

Storefronts Multi-layered. Product-oriented. Generally posted for increased revenue.


Trading Posts The Web’s version of a “Marketplace.” Purchases generally take place through a

“middleman” who earns a commission. (e.g. Auto-By-Tel)

Libraries and Directories (e.g. New York Times)

Document archiving Provides direct links information

Trading Posts The Web’s version of a “Marketplace.” Purchases generally take place through a

“middleman” who earns a commission. (e.g. Auto-By-Tel)

Libraries and Directories (e.g. New York Times)

Document archiving Provides direct links information


Funhouse Games Contests Interactive Amusement

(e.g. Joe Cartoon) Considered Value-Added Web Content, but

differs because this is its primary mission. There is a distinction

Funhouse Games Contests Interactive Amusement

(e.g. Joe Cartoon) Considered Value-Added Web Content, but

differs because this is its primary mission. There is a distinction


Costs of Establishing and Maintaining a Web Site Start-up costs vary widely

Mission Hardware Software Salaries

Costs of Establishing and Maintaining a Web Site Start-up costs vary widely

Mission Hardware Software Salaries


Costs of Establishing and Maintaining a Web Site, Continued. . . Establishing a presence on the Web is a long-term

investment. May take a great deal of time to realize any profit, if any

at all. Sites are generally created now because “everyone else

is.” In actuality, a Web Presence increases brand name

recognition, thereby reaching a greater audience.

Costs of Establishing and Maintaining a Web Site, Continued. . . Establishing a presence on the Web is a long-term

investment. May take a great deal of time to realize any profit, if any

at all. Sites are generally created now because “everyone else

is.” In actuality, a Web Presence increases brand name

recognition, thereby reaching a greater audience.


Is Anyone Making Money? In 1997, there were 50 new millionaires

born everyday in Silicon Valley because of the Web.

Online proprietors need to be flexible and willing to act quickly with the changing technology.

With planning, originality, and creativity, online commerce is significantly profitable.

Is Anyone Making Money? In 1997, there were 50 new millionaires

born everyday in Silicon Valley because of the Web.

Online proprietors need to be flexible and willing to act quickly with the changing technology.

With planning, originality, and creativity, online commerce is significantly profitable.


Is Anyone Making Money, Continued. . . Two Methods of Web Profit:

DIRECT and INDIRECT

Direct Method: The Web is the primary source for income of the organization.

(e.g. eToys)

Indirect Method: The Web is indirectly responsible for increased income of the

organization. (e.g. Federal Express, package tracking)

Is Anyone Making Money, Continued. . . Two Methods of Web Profit:

DIRECT and INDIRECT

Direct Method: The Web is the primary source for income of the organization.

(e.g. eToys)

Indirect Method: The Web is indirectly responsible for increased income of the

organization. (e.g. Federal Express, package tracking)


The Four P’s and C’s of MarketingThe Four P’s and C’s of Marketing

The Traditional Market Plan Target Market

Group of stakeholders with similar needs and wants.

Target Marketing Sales effort put forth to attract business from a

Target Market.

The Traditional Market Plan Target Market

Group of stakeholders with similar needs and wants.

Target Marketing Sales effort put forth to attract business from a

Target Market.

Elements of the Traditional Marketing Mix (The Four P’s): Product Place Price Promotion

Elements of the Traditional Marketing Mix (The Four P’s): Product Place Price Promotion

The Four P’s and C’s of Marketing, Continued…


With the advent of the Web as a new market place, and the fact that traditional Mass Media is changing, classical thought must give way to new ideas.

New ways of delivering information gives marketers much more opportunity to reach customers.

Many marketing experts agree that the Four P’s do not work in today’s marketing environment.

With the advent of the Web as a new market place, and the fact that traditional Mass Media is changing, classical thought must give way to new ideas.

New ways of delivering information gives marketers much more opportunity to reach customers.

Many marketing experts agree that the Four P’s do not work in today’s marketing environment.

The Four P’s and C’s of MarketingThe Four P’s and C’s of Marketing

New elements of the Marketing Mix (The Four C’s): Product replaced by Consumer Satisfaction Pricing replaced by Cost Place replaced by Convenience Promotion replaced by Communication The Four C’s model is more consumer oriented where

as the Four P’s model is more production oriented. Four P’s model allows for new technologies.

New elements of the Marketing Mix (The Four C’s): Product replaced by Consumer Satisfaction Pricing replaced by Cost Place replaced by Convenience Promotion replaced by Communication The Four C’s model is more consumer oriented where

as the Four P’s model is more production oriented. Four P’s model allows for new technologies.



Integrating Product and Consumer Functions on the Web. Relationship Marketing.

A friendly relationship, established or perceived by the consumer, keeps the consumer coming back for more.

Value-Added Content. Games, puzzles, or giveaways will keep

visitors interested in the site, causing frequent return visits.

Integrating Product and Consumer Functions on the Web. Relationship Marketing.

A friendly relationship, established or perceived by the consumer, keeps the consumer coming back for more.

Value-Added Content. Games, puzzles, or giveaways will keep

visitors interested in the site, causing frequent return visits.



Pricing and Cost Components of Web Marketing. Online Revenue Models

1) Direct Sales. Company sells its existing product line from it’s web site.

2) Advertising. Company sells advertising space on it’s web site.

3) Subscriptions. Company charges the user for access to it’s web site.

4) Fees for Service. Company charges users for special services.

Pricing and Cost Components of Web Marketing. Online Revenue Models

1) Direct Sales. Company sells its existing product line from it’s web site.

2) Advertising. Company sells advertising space on it’s web site.

3) Subscriptions. Company charges the user for access to it’s web site.

4) Fees for Service. Company charges users for special services.



The Web as a Place--Convenience Quicker, safer, and can offer great deals… Virtual stores are becoming viable

distribution centers. $13 Billion in revenue in 1997 alone.

What works and sells online. . . Books, computer junk, music, and clothing.

The Web as a Place--Convenience Quicker, safer, and can offer great deals… Virtual stores are becoming viable

distribution centers. $13 Billion in revenue in 1997 alone.

What works and sells online. . . Books, computer junk, music, and clothing.



Tenagra’s Web Sales Criteria Products that sell on the web should meet at least one

of the following: 1) It appeals to the technologically savvy. 2) It is a computer-related item. 3) It appeals to a broad segment of eMarket. 4) It appeals to a wide geographic audience. 5) It’s a specialty item that can be difficult to locate. 6) It’s purchased based on information, not hyperbole. 7) It’s cheaper to buy on the internet. 8)The product sells for less than $20.

Tenagra’s Web Sales Criteria Products that sell on the web should meet at least one

of the following: 1) It appeals to the technologically savvy. 2) It is a computer-related item. 3) It appeals to a broad segment of eMarket. 4) It appeals to a wide geographic audience. 5) It’s a specialty item that can be difficult to locate. 6) It’s purchased based on information, not hyperbole. 7) It’s cheaper to buy on the internet. 8)The product sells for less than $20.



Cyber-Promotion and Communication Promotion:

Cyber Marketers reach target audiences by providing around the clock ordering and information, as well as instantaneous feedback.

Push Marketing: Push technology that allows marketing

information to reach certain market segments based on consumer/user interests.

Cyber-Promotion and Communication Promotion:

Cyber Marketers reach target audiences by providing around the clock ordering and information, as well as instantaneous feedback.

Push Marketing: Push technology that allows marketing

information to reach certain market segments based on consumer/user interests.



The Internet and theWorld Wide Web

The Internet and theWorld Wide Web

• End Chapter 6, Part I.

• End Chapter 6, Part I.

comm 3353: communication web technologies i chapter 6a: web marketing and public relations chapter...

Documents

web marketing

web site

web shopping

web development goals

communication web technologies

online audience

online purchases

public relations marketing