Market Communication

8/8/2019 Market Communication

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Market Communication and BrandingSeminar

Yberr & Abby Werald Jay-R


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Last Updated: 01/16/02Copyright 2002 by Marketspace LLC


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b r a n d i n g

?Market

Communication And


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BrandingThis about the consumer s perception of offerings.

- How it performs

- How it makes one feel- How it looks- What message it send


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M arket Communication

- Refers to all point of contact that a firmhas with its customer.


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Chapter 5: Market CommunicationsI ntroduction to the Buying Process

F our Categories of Market Communications


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Early WebMarket

Communication

TelevisionadsGeneral-interestmagazines

NichemagazinesCollateral

Point-of-salepromotionsDirectmarketing

ProductexperienceBuyersclubs

TelevisionadsGeneral-interestmagazines

T raditionalMarket

Communication

Consideration Preference Purchase LoyaltyAwarenessBuying Process

ButtonsBannersSponsorships

Banners MicrositesBrochurewareWebsite

Daily specialsSweepstakesFirst-timeorder incentives

E-mail alertsNewsletters

Firms need to consider a structured approach to leading customers through the buying process,from early brand awareness to purchase and beyond.

Ex hibit 5 1: Ev olution of Customer Buying Process


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D irect

Broad

Offline Online

T raditional Mass

Marketing

Personalized

Market communications can be categorized in a simple two-by-two framework,based upon the audience focus and the communication media.

Table 5 1: Framework for Market Communications

General Approaches

I ndividualized


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Examples, by category, of the approaches that online companies use to communicate to the

market:

Table 5 2: The Four Categories of Communications

Direct

T raditional Mass Marketing

Television adsRadio adsPrint adsBillboardsSuperior customer service

Personalized Permission marketing

Personalized recommendationsPersonalized advertisementsPersonalized webpages

Personalized upsellPersonalized e-commerce

General Approaches Banner ads

E-mailViral marketingPortal sponsorship / exclusive agreementsAssociate programsOnline and offline partnershipsProviding information to entice customer purchasesLeveraging customer base

Sales forceRetail salesCustomer-service representatives


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S upporting S lide 5 A: General Online Approaches

General Online Approaches

Banner adsE-mailViral marketing .Portal sponsorship / exclusive agreements .Affiliate programsOnline and offline partnershipsProvide information to entice customer purchases

Leverage customer base

T hese modes of communication occur online, but lack any degree of personalization.


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G eneral Online Approaches

Banner adsBoxlike ads that are displayed on web pages . The effectiveness

of a banner ad can be measured in several ways:

Impressions : the total number of times an ad is seen by viewersLeads : the number of times a viewer takes an action (i .e ., an

information request)S ales : the number of times a viewers click on the ad leads to a

saleC lick-throughs : the number of times viewers click on a banner ad .


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E-mail

N ewsletters or other communications . Attractive to e-commerce players due to itslow production costs and simplicity .


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P ermission M arketingis a term coined by Seth Godin

Marketers obtain permission beforeadvancing to the next step in the

purchasing process.


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Viral marketing

Company-developed products , services or information that are passedfrom user to user .


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Portal sponsorship / exclusive agreements

In exchange for partnership , portalsaggressively feature their partner companysproducts .


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Affiliate programs

A particular site directs users to an e-commerce site and in turn receives acommission for sales generated by theuser .


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Affiliatescout.com


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Online and offline partnerships

W eb companies often partner withcomplementary sites to quickly provide avalue-enhanced service to visitors .


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Provide information to entice customer purchases

W ebsites may try to differentiate themselvesby offering vast amounts of information to their customers .


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Leverage customer base

O nce a company establishes a large , loyalcustomer base , the goal is to leverage theserelationships by expanding the selection of products and services .


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PERSONALIZED ONLINE

COMMUNICATION

T he manner in which transactionoccur on the web provides e-commerce companies with detailedinformation on their customers.


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5 FORMS 0F PE RSONALIZED ONLINE

COMMU NICATION1. Personalized Recommendations

2. Personalized Permission e-mail

3. Personalized Advertisements

4. Personalized WebPages

5. Personalized e-commerce stores


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PE RS ONALIZED PE RM ISS ION E-M AIL

Th is information allows t h em to send

more customized and targeted e-mails tospecifics segments of t h e firmscustomers base .


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o FEDEX . COM


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PE RSONALIZED

RECOMME ND ATIONy Many e-commerce sites have personalized services

that make specific merchandise recommendation

for each user based on the past purchases, site page viewed , and survey information that the user hasprovided.


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PE RSONALIZED ADVE RTISEME NTy I ncreasingly, website are using personalized

technology software to determine dynamically ,in

real time, which Web Advertisements shouldbe shown to viewers.


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o ZD NET.COM


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o MY WEATHER.COM


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PE RS ONALIZED WEBPAGESy Many portal and e-commerce sites allows users to

create their own personalized webpage's,encouraging users to return more often andincreasing the users familiarity with the sites.


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o MY EX CITE .COM


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PE RSONALIZED E- COMME RCE STORE

y O nline merchants often use internet


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In many cases, offline media is necessary to bring new customers onto the Internet or to makeInternet users aware of the brand.

T raditional Mass Marketing

T elevision ads A growing number of online companies believe that , although

expensive , TV advertising will quickly transmit a marketing message to alarge-scale audience .

Radio ads

Print ads

Billboards

Superior customer service

O ther forms of traditionalmass media that , liketelevision ads , supplementthe online activities of e-commerce firms .

S upporting S lide 5 C: Traditional Mass Marketing


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Direct Communications

Sales forceTraditional sales reps are finding increased efficiency and customer satisfactionwhen they are incorporated into the companys W eb environment .

Retail salesThe presence of offline retail products can help build an online brand image .

Customer-service representativesU sers still desire human interaction , and customer service reps can provide thepersonable touch that users want .

Direct marketingF irms can customize traditional mailings with new information gained online .

T elemarketingU sing mass phone calls , a firm tries to entice customers to purchase the goods or services .

T he modes of communication prevalent before the Web existed can still be importantcomponents of market communication today.

S upporting S lide 5 D: Direct Communications


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Four Categories of Market Communications

Branding

Market Communication

Documents