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[E] Promotion 參考資料: Judy Strauss, Adel I. El-Ansary, and Raymond Frost, E-Marketing, Prentice Hall, 2006. Chap 13: E-Marketing Communication. 網路行銷 楊子青 E-1 Environment, Strategy, and Performance (ESP Model) E Legal - Ethical Technology Competition Other factors Internet Markets SWOT S P E-Business Strategy/ Model E-Marketing Strategy Implementation Marketing Mix Performance Metrics 網路行銷 楊子青 E-2 Link E-Business with E-Marketing Strategy E-marketing strategic planning occurs in two highly interrelated tiers: Tier 1 tasks Tier 2 tasks Targeting Differentiation Segmentation Positioning E-Marketing Strategy Offer Value Communication Distribution 網路行銷 楊子青 E-3 Overview The EDietShop Story Internet Advertising Marketing Public Relations (MPR) E-mail, Wireless, Web Site Advertising Web Site, Community Building, Online Events Sales Promotions Coupons, Sampling, Contests/ Sweepstakes (競賽/ 抽獎) 網路行銷 楊子青 E-4 1. The EDietShop Story http://www.edietshop.com/ 網路行銷 楊子青 E-5 The EDietShop Story EDietShop (http://www.edietshop.com/) A retail web of manufacturing sugar-free products and a variety of gourmet (美食者) diet (日常飲食) foods. For a target market of 15 million diabetics (糖 尿病患者). Offers customers at warehouse pricing. 網路行銷 楊子青 E-6 The EDietShop Story Use online advertising plan: to draw the audience to their web. Banner ad exchanges with other sites. Keyword advertising on search engines by terms “sugar free” and “low fat” Purchase advertising time on the cable TV Food Channel (combine traditional media). 網路行銷 楊子青 E-7 Promotion Mix (推廣組合) Advertising Marketing Public Relations (MPR) (公共關係) 非付費的非人員溝通方式 (例如新聞報導、記者招待 會、出版刊物) Sales Promotions (銷售促進) 付費的媒體傳播方式 (例如電視、報紙、雜誌、戶外 廣告) 短期提供額外的誘因,以吸引消費者提前購買或多 購買的活動 (例如折價券、贈品、樣品、搭配促銷) Personal selling, face-to-face 付費的人員溝通方式 (利用業務員) Inappropriate for use online. → 討論Direct Marketing 網路行銷 楊子青 E-8 2. Internet Advertising Advertising nonpersonal communication of information through various media, paid for by an identified sponsor. All paid space on a Web site or in an e-mail is considered advertising. This is confusing, especially when a house banner appears on a firm’s own Web site. The key is exchange: If a firm pays money for space in which to put content it creates, the content is considered advertising. 網路行銷 楊子青 E-9 2.1 E-mail Advertising The least expensive type of online advertising, a few sentences of text embedded in another firm’s content. Advertisers purchase space in the e-mail sponsored by others (e.g., Hotmail). 網路行銷 楊子青 E-10 2.2 Wireless Advertising Content sponsored advertising for mobile devices E.g. PDAs, cell phones and laptop computers (手提式電腦) Companies such as AvantGo offer free news and other content to mobile users, sponsored by a third party advertiser. 網路行銷 楊子青 E-11 Messages Short message services (SMS), Multimedia message services (MMS) sent by one user to another with a cell phone or PDA. Communicate quickly + inexpensively. Is easy = users do not have to open e-mail to send or receive. They simply type the message on the phone keyboard. A successful messages Short, personalized, interactive, and relevant E.g. Notification of an upcoming flight delay 網路行銷 楊子青 E-12 Location-based Marketing Promotional offers that are pushed to mobile devices Cstomized based on the user’s physical location. The technology A global positioning system (GPS). 網路行銷 楊子青 E-13 2.3 Web Site Advertising (1) Banners, buttons: occupy designated space for rent on Web pages Buttons are square (正方形) or round (圓形) Banners are rectangular (長方形). 網路行銷 楊子青 E-14 Banners, Buttons Click-through to the advertiser’s Web site, Some banners sense the position of the mouse on the Web page and animating faster as the user approaches, Built-in games, Drop-down menus, check boxes, and search boxes to engage and empower the user. BuyComp Interactive Banner Source: www.buycomp.com 網路行銷 楊子青 E-15 Web Site Advertising (2) Sponsorships (贊助) integrate editorial (編輯者的) content and advertising Sponsorships are important on the Web: Banners are easily overlooked (忽略) by users, More firms build synergistic partnerships to provide useful content. 網路行銷 楊子青 E-16 生寶臍帶血銀行 贊助台北愛樂電台 (生寶媽媽日記) http://www.e-classical.com.tw/ad/healthbank/ 網路行銷 楊子青 E-17 Web Site Advertising (3) Search Marketing Keyword (contextual) advertising refers to word buys at search engine sites. Slotting Fees (安排位置之費用) “A fee charged to advertisers by media companies to get premium (特別) positioning on their site, category exclusivity (獨佔) or some other special treatment”. Many search engines charge slotting fees for the top positions of search results. 網路行銷 楊子青 E-18 Yahoo!奇摩:搜尋排序優先 http://tw.search.yahoo.com/smatch/smatch.html 網路行銷 楊子青 E-19 Web Site Advertising (4) Interstitials (插播式廣告) 如同電視在正規節目之前的廣告,點選超鏈結後,跳 出一個約十秒鐘的廣告,然後點選的網頁才出現 未能成長之主因:give the impression of lengthening user waiting time. (5) Daughter windows = pop-ups Ads appearing in a separate window that overlays the current browser window. People are irritated (激怒) by daughter windows because users must close them. 網路行銷 楊子青 E-20 Web Site Advertising (6) Superstitials (超插播式廣告)、Shoshkele (or floater 浮動廣告) are video like ads that appear when a user moves her mouse across a page. use Flash and Java to make them entertaining and fast. http://www.ogilvy.com.cn/work/wwf/sand/yahoo.html 優於Interstitials: loads behind the scenes and doesn't appear until it is fully loaded on the user’s computer 廣告大小不受限制、不會隨著網頁一起出現、廣告出現 在瀏覽過程間隔 網路行銷 楊子青 E-21 Web Site Advertising 一些製作Rich Media之網路廣告公司及其作品 範例網址 United Virtualities Eyeblaster http://www.unitedvirtualities.com/ http://www.eyeblaster.com/products/rich_media_formats/ Unicast http://www.unicast.com/gallery/?industry=0&format=0 網路行銷 楊子青 E-22 3. Marketing Public Relations MPR Activities that influence public opinion and create goodwill for an organization. Includes brand-related activities and non-paid, thirdparty media coverage to positively influence target markets. E.g. During the week of the MTV Music Awards, MTV.com site traffic increased by 48% as people logged on to learn more about the stars nominated (提名) for awards. 網路行銷 楊子青 E-23 3.1 Web Site Web sites are MPR tools Firms usually include press releases about brands on their Web sites and send them electronically via e-mail or the Web to media firms for publishing. Advantages: The Web is a low-cost alternative to paper brochures (小冊子) or press releases sent in overnight mail. Web page content is always current = Product information is updated in databases. 網路行銷 楊子青 E-24 博克來網路書店 http://www.books.com.tw/isi/needyou2001.htm#1 網路行銷 楊子青 E-25 3.2 Community Building Sites build community through online chat rooms, discussion groups, and online events. Ex: Amazon allows users to: Write their own book reviews, Read and rate the reviews of others. 網路行銷 楊子青 E-26 3.3 Online Events Online events are designed to generate user interest and draw traffic to a site. Example: 1999 Victoria Secret (維多利亞的秘密) held a Web-based fashion show (線上時裝秀). Announced it in advertisements in the New York Times, Super Bowl football game, and other traditional media. 1.2 million visitors, an 82% increase in Web traffic and the firm’s Web servers could not handle all the traffic. Example: 夢想家的網路生存遊戲,找來自願者 關在房裡與世隔絕,只能利用網路與外界溝通。 網路行銷 楊子青 E-27 4. Sales promotions Short-term incentives of gifts or money that facilitate the movement of products from producer to end user. Include coupons (折價券), product sampling (樣 品), contests (競賽), sweepstakes (抽獎), and premiums (額外獎金,free or low-cost gifts). Coupons, sampling, and contests/sweepstakes are widely used on the Internet. Results: build brands, build customer databases, and support increased online or offline sales. 網路行銷 楊子青 E-28 4.1 Coupons 折價券 Online coupons delivered and send e-mail notification as new coupons become available Ex: 肯德基,達美樂… Provides local coupons (search the database by zip code). Ex: H.O.T! coupons (http://www.hotcoupons. com/) 網路行銷 楊子青 E-29 4.2 Sampling 樣品 Some sites allow users to sample digital product prior to purchase. Software companies provide free download of fully functional demo versions of their products: Software expires in 30-60 days, Online music stores allow customers to sample 30-second clips of music before ordering the CD. 網路行銷 楊子青 E-30 4.3 Contests (競賽) and Sweepstakes (抽獎) Contests require skill / sweepstakes involve pure chance. Goal: draw traffic + keep users returning. Create excitement about brands Persuade users to move from page to page on a site = increase site stickiness (黏). Users return to the site to check out the latest chance to win. E.g. every visitor who registered on the site was eligible (具有資格) for the free round-trip ticket (來回機票). 網路行銷 楊子青 E-31 麥當勞:遊戲+折價券 http://www.mcdonalds.com.tw/campaign/ 網路行銷 楊子青 E-32