slide 10

Komunikasi Visual PemasaranMeet 10Online Marketing

Online MarketingMarketing and the Internet

Internet is a vast public web of computer networks that connects users of all types around the world to each other and to a large information repository

Online MarketingOnline Marketing Domains

Business to consumer (B2C)Business to business (B2B)Consumer to consumer (C2C)Consumer to business (C2B)


Business to consumer (B2C) involves selling goods and services online to final consumersBusiness to business (B2B) involves selling goods and services, providing information online to businesses, and building customer relationships


Consumer to consumer (C2C) occurs on the Web between interested parties over a wide range of products and subjectsBlogsOffer a fresh, original, and inexpensive way to reach fragmented audiencesDifficult to control


Consumer to business (C2B) involves consumers communicating with companies to send suggestions and questions via company Web sites

Online MarketingTypes of Online Marketers

Click-only marketersClick-and-mortar marketers


I. Click-only marketers operate only online without any brick and mortar presenceE-tailersSearch engines and portalsShopping or price comparison sites Internet service providers (ISP)Transaction sites Content sites


1. E-tailers are dot coms that sell products and services directly to final buyers via the InternetAmazonExpedia2.Search engines and portals are ports of entry to the Internet Yahoo!Google


3. Internet service providers (ISP) provide Internet connections for a feeAOLEarthlink4.Shopping or price comparison sites provide product and price comparison informationYahoo! shopping


5. Transaction sites take commissions for transactions on their siteseBay6. Content sites provide financial, news, research, and other informationNew York Times.comESPN.com

Types of Online Marketers

II. Click-and-mortar companies are brick-and-mortar companies with an online presence

Advantages of click and mortar companies include:Known and trusted brand namesStrong financial resourcesLarge customer basesIndustry knowledgeReputationStrong supplier relationshipsMore options for customers

Online MarketingSetting Up an Online Presence

Creating a Web site requires designing an attractive site and developing ways to get consumers to visit the site, remain on the site, and return to the site


Types of sitesCorporate Web siteMarketing Web site

Online MarketingSetting up an Online Presence

1. Corporate Web site is designed to build customer goodwill and to supplement other channels, rather than to sell the companys products directly to:Provide informationCreate excitementBuild relationships


2. Marketing Web site is designed to engage consumers in interaction that will move them closer to a direct purchase or other marketing outcome

Online MarketingDesigning Effective Web Sites

To attract visitors, companies must:Promote in offline promotion and online linksCreate value and excitementConstantly update the siteMake the site useful


The seven Cs of effective Web site designContextContentCommunityCustomizationCommunicationConnectionCommerce

Designing Effective Web Sites

1. Context is the sites layout2. Content is the sites pictures, sound, and video3. Community is the sites means to enable user-to-user communication4. Customization is the sites ability to tailor itself to different users or to allow users to personalize the site


5. Communication is the way the site enables user-to-user, user-to-site, or two-way communication6. Connection is the degree that the site is lined to other sites7. Commerce is the sites capabilities to enable commercial transactions


The eighth CTo keep customers coming back, the site needs to constantly change

Online MarketingPlacing Ads and Promotions Online

Forms of online advertisingDisplay adsSearch-related adsOnline classifieds


1. Display ads Banners are banner-shaped ads found on a Web siteInterstitials are ads that appear between screen changesPop-ups are ads that suddenly appear in a new window in front of the window being viewedRich media ads incorporate animation, video, sound, and interactivity


2. Search-related ads are ads in which text-based ads and links appear alongside search engine results on sites such as Google and Yahoo! and are effective in linking consumers to other forms of online promotion


3. Other forms of online promotion include:Content sponsorshipsAlliancesAffiliate programsViral advertising


Content sponsorships provide companies with name exposure through the sponsorship of special content such as news or financial informationAlliances and affiliate programs are relationships where online companies promote each otherViral marketing is the Internet version of word-of-mouth marketing and involves the creation of a Web site, an e-mail message, or another marketing event that customers pass along to friends

Online MarketingThe Future of Online Advertising

Online advertising provides a useful purpose as a supplement to other marketing efforts and is playing an increasingly important role in the marketing mix

Online MarketingCreating or Participating in Web Communities

Web communities allow members to congregate online and exchange views on issues of common interestiVillage.comMyFamily.com

Online MarketingUsing E-mail

Marketers are developing enriched messages that include animation, interactivity, and personal messages with streaming audio and video to compete with the cluttered e-mail environment

*

slide 10

Documents

online presencecreating

online presenceadvantages

online presence2

online presence1

comtypes of online marketersii

mortar companies

attractive site

consumer b2cbusiness