E-Marketing
Judy Strauss, Adel I. El-Ansary, and Raymond Frost, E-Marketing, Prentice Hall, 2006.
Chap 13: E-Marketing Communication.
P
Legal
Segmentation
Targeting
Value
Positioning
Differentiation
Communication
Distribution
Offer
Marketing Public Relations (MPR)
Sales Promotions
Personal selling
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A retail web of manufacturing sugar-free products and a variety of gourmet () diet () foods.
For a target market of 15 million diabetics ().
Offers customers at warehouse pricing.
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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).
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Personal selling, face-to-face ()
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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).
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E.g. PDAs, cell phones and laptop computers ()
Companies such as AvantGo offer free news and other content to mobile users, sponsored by a third party advertiser.
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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
E.g. Notification of an upcoming flight delay
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Location-based Marketing
The technology
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2.3 Web Site Advertising
(1) Banners, buttons: occupy designated space for rent on Web pages
Buttons are square () or round ()
Banners are rectangular ().
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
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Banners are easily overlooked () by users,
More firms build synergistic partnerships to provide useful content.
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Slotting Fees ()
“A fee charged to advertisers by media companies to get premium () positioning on their site, category exclusivity () or some other special treatment”.
Many search engines charge slotting fees for the top positions of search results.
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Yahoo!
(5) Daughter windows = pop-ups
Ads appearing in a separate window that overlays the current browser window.
People are irritated () by daughter windows because users must close them.
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(6) Superstitials ()Shoshkele (or floater )
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.
loads behind the scenes and doesn't appear until it is fully loaded on the user’s computer


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 () for awards.
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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 () or press releases sent in overnight mail.
Web page content is always current = Product information is updated in databases.
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3.2 Online Events
Online events are designed to generate user interest and draw traffic to a site.
Example: 1999 Victoria Secret () held a Web-based fashion show ().
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:
4. Sales promotions
Short-term incentives of gifts or money that facilitate the movement of products from producer to end user.
Include coupons (), product sampling (), contests (), sweepstakes (), and premiums (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.
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4.1 Coupons
Online coupons delivered and send e-mail notification as new coupons become available
Ex: ,…
Ex: H.O.T! coupons ( http://www.hotcoupons.com/ )
4.2 Sampling
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.
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Goal: draw traffic + keep users returning.
Create excitement about brands
Persuade users to move from page to page on a site = increase site stickiness ().
Users return to the site to check out the latest chance to win.
E.g. every visitor who registered on the site was eligible () for the free round-trip ticket ().
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