Promotion in the Internet Marketing
Mix
Sarah KayyemReham El-DidiLujein Ramiz
What is Promotion?Promotion is one of the 4Ps of the
marketing mix variable of which includes planned, persuasive, targeted, and goal-driven marketing communication
Promotion Delivery ChannelsPDC are basically pipelines for
delivering marketing promotions to target audiences.
PDC is present if different medias:◦Face-to-face personal selling◦Electronic mass media (TV … etc.)◦Print media (magazines …etc.)◦Outdoor media (billboards)◦Direct media (advertising, mail)
Online/ Offline promotion activitiesSome of the PDC are used online in electronic formOther channels link offline and online settings; like
that of the Taxi MediaTaxi media is a web server that displays ads from
taxi top electronic billboards; in which the displays are extremely eye-catching.
They represent:◦ Integration of wireless internet◦ GPS◦ video
Note to that: the advertising message displayed on the taxi changes as the taxi moves from one place to another; relating to itself to the market it ought to be in (whether it was near a medical center)
Companies use the internet to create Buzz
Companies usually display their products, services, and promotional activities online to create a buzz; which, in turn, encourages the word-of-mouth communications.
Yahoo buzz http://buzz.yahoo.comGoogle Zeitgeist
www.google.com/press/zeitgeist.htmlNote to that, BUZZ can also be
dangerous if it is negative or misinterpreted.
Know the culture you’re releasing your promotions in …
Identifying what is hot in a culture would actually help others decide what:◦Movies to watch◦Series to purchase◦TV channels/programs to watch.
Promotion Targets…
What are the two characteristics that define a target market?
Promotion Targets…
Want/Need for the productThey are to buy the product
The Double Edge sword of Promotion
The Double Edge sword of Promotion
So what should marketers do?…
Define the market offer:-◦Broadly◦Narrowly (niche)
Another Way…Target the Mass Undifferentiated
market
Commercial Enterprises
B2B MarketingIntranetsExtranet
Promotion Directs Behavior
Hierarchy of Effects Model
Hierarchy of effects Model
Emotional ProductsLow involvement
Emotions
Thank You