Chap 11,evaluation of internet & interactive media

.

.

.

.

.

.

.

.

.

.

.

.

.

.

.

.

.

.

.

.

.

.

.

.

Integrated Marketing Communication(IMC) Prepared by

PROF. RAJESH KUMAR(MBA IMT- Ghaziabad, SIX-SIGMA BLACK BELT CERTIFIED)

(Prof. of Marketing, Digital Marketing, Strategic Management, Advertisement & Branding)

IMT-CDL(DIMS)IP UNIVERSITY

(Ex. HOD-MARKETING,BSD)Sr. Manager (Digital Marketing-SEO, SMO, Advt, E-Mail Mrkt, Mobile Mrkt)

www.jrinfotech.comE:forrajeshkumar@gmail.com

P:9810275444www.marketingandbrandingguru.com

.

.

Growth in Internet Advertising

2006 – Internet advertising exceeds $16.9 billion2006 – Internet advertising exceeds $16.9 billion

2000-2002 – 25 percent drop2000-2002 – 25 percent drop

2005 – Internet advertising at$10 billion2005 – Internet advertising at$10 billion

1994 – Advertisements on HotWired1994 – Advertisements on HotWired

Internet Fact

Internet: Fact• Came in 2nd sept 1969• Connected between UCLA & Stanford university• Developed by US dep't of Defense• Approx 1billion user world wide• Approx 600 billion web page exist• World wide web(www) came in 1993• In 2010 internet advt crossed $20 billion• Growth rate of internet is highest in Latin America

.

.

Interactive/Internet Marketing

Interactive Media: It allow for a back and forth flow of information.

Here user can participate & modify the form & content of the information they received.

Internet is the most advance & sophisticated tools of this interactive marketing. CD, Kiosks, Digital Phone are the some other form

Online search engine like Google, Yahoo are the giant online ad company

Internet Growth

Comparative Fact

Comparative Fact

• Radio::1922::1960::38:: 50m• TV::1951::1963::13::50m• Cable:1976::1986::10::50m• Internet:1994::1999::5::50m

.

.

Using Web Sites to Build Image

Reason for increasing Internet

Growth reason for consumer market(B2C)• Innovative• Heavy investment for company• Change Life style• Rich money • Time saving

Consumer website(B2C)

Reason for increasing Internet

Business to Business(B2B)• Most company deal with website• In 2004 business deal communication was $8.3m• In 2009 it is $25 million• Electronic, shipping, & Travel account for 70% of

the deal• Company like Cisco, Dell, Google, Naukri.com,

Yatra.com, irctc.com, are the prominent company

B2B website

.

.

.

.

American Airlines Encourages Customers to Do It All Online

.

.

Hot Web Sites

Facebook

MySpace

YouTube

TMZ.com

Disney.com

Veoh

Funny or Die

Discovery.com

Types of Website in Internet

Types of Website:

• Static• Dynamic• E-Commerce• Portal/Search Engine

E-commerce website

.

.

Advertising on the Internet (Part 1)

BannersBanners

SponsorshipsSponsorships

Pop-ups/Pop-undersPop-ups/Pop-unders

Push TechnologiesPush Technologies

LinksLinks

InterstitialsInterstitials

Forms of Internet AdvertisingForms of Internet Advertising

Advertisement on website

Banner:The most common form of advtPlace in top, bottom, & side of the websiteInitially it was in high demand but now it is

decreasingResponse/click is less than 1%

Banner add

Advertisement on website

Pop up/Pop under:Popup: • Small window open at the time of using

website• Usually larger than bannerPop under:• It appears underneath of website• Visible only when the user sign out the website

Advertisement on website

Push technology:• Company push their advt in PC• Identify the IP address of PC & send ad

Link:Some company use their url in good websiteMoney charges per click

Advertising via blogs

Advantage of Internet

Advantage:• Create Awareness• Generate Interest• Informative• Create a strong Brand• Sales Promotion

Branding in Internet

Disadvantage

Disadvantage:

• Measurement Problem• Poor reach• Irritation