Online marketing communications

Er.Sartaj Singh Bajwa

Concept - OMCOMC are methods used by online firms to

communicate to the consumer and create strong brand expectations

OMC have a dual purpose :-- OMC is used to strengthen the firm`s brand by informing the consumer about the features-- Secondly it promotes sales by directly encouraging the product to buy the product sooner or later

• Promotional sales communications suggest the consumer “buy now” and make offers to encourage immediate purchaseEr.Sartaj Singh Bajwa

Methods Of OMCOnline Advertising

Direct Email Marketing

Online Catalogs

Public Relations


Online AdvertisingA paid message on a website or other

interactive medium such as instant messagingBiggest advantage is the ability to target ads to

narrow segment and to track performance of ads

Provides opportunity for interactivity (two way communication )between advertiser and potential customer

Primary disadvantage is to measure cost versus benefits as well as how to adequate measure its results


Pricing Models For Online Advertisements

Barter (exchange of space for something of equal value)

Cost Per Thousand-CPM (advertiser`s pays for impression of 1000 unit lots)

Cost Per Click-CPC (advertiser pays prenegotiated fee for each click and receives)

Cost Per Action-CPA (advertisers pays for those users who perform a specific action , such as registering , purchasing)

Hybrid (two or more of the above models used together)

Sponsorship (advertiser pays fixed fees )Er.Sartaj Singh Bajwa

Forms Of Online AdvertisingBanner & Rich Media Ads

Paid search engine inclusion and placement

Sponsorship

Affiliate relationship


Banner AdsIt displays a promotional message in a

rectangular box at the top or bottom of a computer screen

If clicked on it brings a potential customer directly to the advertiser`s website

Animated ads which displays different images in quick succession creating an animated effect


Types Of Banner AdsButton is a permanent form of banner adSkyscrapers' are tall , narrow banner ,

almost 3 times the height of banner adsPop-under ads opens underneath a user`s

active browser window and does not disappear until the user closes the active window (ad remains visible until the user takes action to close it)

Pop-underads sometimes results in negative branding


Rich Media Ads


Interstitial AdsInterstitial Ad is a way of placing a full page between

the current page and the destination page of a userGenerally inserted within the single website and is

displayed when the user moves from one page to the next

To avoid boring users ads include animated graphics and music to entertain for not more than 10 seconds

Good interstitial may have skip through or stop option for users who don't have interest

Dead time is used and does not slows the arrival of the page they have requested


Superstitial AdsSuperstitial is a rich media ad that is pre

loaded into a browser`s cache and does not play until fully loaded and the user`s click to another page

It waits until the user clicks to another page before popping up in a separate window

Superstitial ads enable the pursuit of advertising goals including branding , direct response , entertainment


Modes Of Banner AdsBanner swapping is an arrangement among

firms that allows each firm to have its banners displayed on other affiliate sites with no cost

Banner exchanges arrange for banner swapping among firms

By displaying the banner of other firms , the firm can earn credits towards the display of its banner on other websites


Paid Search Engines Inclusion & PlacementIn this the advertising firms pay the search

engine for inclusion in the search engine indexPaid inclusion implies that there firm will

appear prominently in the results of relevant searches

Firm who wish to be near or at the top of a particular search results in bid between firms on how much they are willing to pay

These include sponsorships & affiliate relationships


SponsorshipsIt is a paid effort to tie an advertiser`s name to

particular information , an event , a venue in a way that reinforces its brand in a positive way.

Sponsorships are more about branding than immediate sales

Generally in this content is combined with an ad message to make the message more valuable


Affiliate RelationshipsIt permits a firm to put its logo or banner ad

on another firm`s website from which users of that site can click through to the affiliate site

Also known as tenancy relationshipsStrategic partnerships in which interests of

both the parties are advanced and there is no direct exchange of money

Two sites may sell complimentary products and the firms may strike an affiliate relationship to make it easier for their customers to find the products they are looking for


Direct E-mail MarketingE-mail marketing messages sent directly to

interested users Key to effective direct email marketing is

“interested users”It is different from spam ( sending unsolicited e-

mail to mass audience of internet users who have expressed no interest in the product )

In this information is sent to only those people who have expressed at one time or other an interest in receiving the message from the advertiser


Online CatalogsOnline catalog is to display a firm`s productsElectronic version of online catalog includes :

- color image of each available product , - description of the item ,- size - color - material composition - pricing information


Public RelationsMarketing tool used to increase awareness of

a site and potentially boost trafficPublic relations involve communicating with

target audience or public using methods other than advertising

Methods include special events like grand opening , press conference and publications


Mixing online & Offline CommunicationMarketing communications campaign most

successful at driving traffic to a web site have incorporated both online & offline

Eg Unilever took the database of the customers addresses which has been collected online and mailed a paper magazine filled with cooking and cleaning tips to that list- Although an electronic magazine would have been less costly Unilever believed a paper publication to be better suited for providing information


Date post:	14-Jan-2015
Category:	Business
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Online marketing communications

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