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4-1 Web Marketing Mix and Advertising Activity Brandon Walcutt Module: Competing in the Network Economy 4-2 General Marketing Review • What are some of the traditional tools used in marketing to determine the marketing mix or advertise products/services? • How do considerations like personalization, loyalty and localization affect internet marketing? Module: Competing in the Network Economy 4-3 General Marketing Review • What are some of the traditional tools used in marketing to determine the marketing mix or advertise products/services? • Primary example of a marketing mix tool is the 4Ps – – – – Product Place Price Promotion Module: Competing in the Network Economy 4-4 4S Model • Web Marketing Alternative….? – It has been suggested by many industry professionals and academics that the 4Ps is not the most appropriate tool for the online medium. – What is an alternative to determine the marketing mix? – 4S model: • • • • Scope: Strategy and Objectives Site: Web Experience Synergy: Integration System: Technology , Technical Requirements and Web Site Administration Module: Competing in the Network Economy 4-5 4S Model Module: Competing in the Network Economy 4-6 4S Model Module: Competing in the Network Economy 4-7 Traditional vs. Web Advertisements What are the traditional methods of advertising? Web Advertising: • Banners – (static, animated and interactive) • Interstitial – (pop ups and similar pages that interrupt the user) • Rich Media – (Advanced technology, incorporating video, audio, animation and photographs) • Sponsorships, events and corporate sites • Opt-ins – (forms, newsletters push technologies) • Viral marketing and email campaigns • Spam, malware and cookies Module: Competing in the Network Economy 4-8 Web Considerations In Web Marketing, how do other considerations affect marketing activities? • Personalization – Methods? Profile / Cookies / etc. • Loyalty – What motivates them to come back? • Localization – With global marketing possibilities, can/should we localize? Module: Competing in the Network Economy Web Marketing Mix and Advertising Exercise 4-9 Overview: There are screen prints from the websites of 3 different companies on the following pages. Teams will choose one of the companies and answer the questions below that are related to selecting the best marketing mix and advertising for web related companies. Be able to justify your answers! Module: Competing in the Network Economy