IMC StrategiesKurt Komaromi

Learning Objectives

• Review IMC options for Internet marketing

• Identify emerging IMC tools

• Discuss effective online IMC tactics

The Role of IMC IMC Goals

• Build brand awareness

• Stimulate desire

• Close sales

Factors Affecting Promotional Mix

Nature of the product

Stage in PLC

Target market factors

Type of buying decision

Promotion funds

Push or pull strategy

Internet IMC Mix

• Advertising

• Marketing PR

• Sales promotion

• Direct marketing

• Personal selling

U.S. Internet Advertising Expenditures 1996-2007

©2009 Pearson Education, Inc. Publishing as Prentice Hall

13-9Internet Advertising

• Keyword search - fastest growing, most important strategy

• Classified ads - second most popular

• Display ads - banners, pop-ups, buttons, skyscrapers, interstitials

Proportion of Advertising Dollars by Format

©2009 Pearson Education, Inc. Publishing as Prentice Hall

13-11

Rich Media Ads• Rich media ads are interactive, at least

offering click-through.

• Rich media ads often use Flash animation to attract attention.

• Many formats can be rich media:

!Banner ads

!Interstitial ads

!Floating ads

!Pop-up and Pop-under ads

13-12

Transition and Floater Ads

• Transition ads appear while other content is loading.

• Interstitials are Java-based ads that appear while content is loading.

• Superstitials are video-like ads that appear when a user moves their mouse.

• Shoshkeles are 5-8 second Flash animations that run through a Web page.

13-13E-Mail Advertising

• E-mail advertising is the least expensive type of online advertising.

• Advertisers can purchase space in another firm’s e-mail content.

• E-mail newsletters are a popular type of e-mail advertising.

13-14

• Sponsorships integrate editorial content and advertising

• Partnerships that provide useful content.

• Sponsor disclosure is an important issue for e-marketers.

Sponsorships13-15

Mobile Advertising• Marketing communication techniques for mobile

devices include:

!Free mobile content delivery (marketing public relations).

!Content-sponsored advertising.

!Location marketing.

!Short message services (SMS).

! Applications - utility, entertainment

13-16

• Public relations includes activities that influence public opinion and create goodwill.

• MPR includes brand-related activities, such as online events, and nonpaid, third-party media coverage.

! Web site can serve as an electronic brochure.

!Online events draw traffic to a site.

!Users can download video podcasts on many types of receiving devices.

!Viral marketing helps companies create buzz online.

Marketing Public Relations 13-17

• Sales promotions - short-term incentives that motivate customers to buy.!Coupons

!Rebates

!Samples!Contests, sweepstakes, and games

!Premiums (free or low cost gifts)

• Online promotions deliver 3-5 times higher response rates than direct mail.

Sales Promotion Offers13-18

• Direct marketing includes techniques such as:

!Telemarketing

!Outgoing e-mail

!Postal mail, including catalog marketing

!Targeted online ads that solicit a direct response

!Text messages or Short message services (SMS)

!Multimedia message services (MMS)

!Instant messaging (IM)

Direct Marketing13-19

Permission Marketing

• Consumers opt-in, giving permission to receive commercial messages of interest to them

• Opt-in techniques are part of a bigger marketing strategy called permission marketing, “turning strangers into customers.”

• Lists with opt-in members get much higher response

Seth Godin

Personal Selling

• Most effective strategy for closing

• Flexible positioning of benefits

• Ability to overcome customer objections

E-Selling• CRM systems - track customers

and manage communication

• E-mail promos, newsletters,

• Personal blogs and websites

• Collaborative spaces online

• Web conferencing

• 24/7 accessibility