Promotion in the internet marketing mix

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