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COMM 3353: Information, Internet, and the World Wide Web

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Title: COMM 3353: Information, Internet, and the World Wide Web


1
COMM 3353Communication Web Technologies I
Chapter 6a Web Marketing and Public Relations
www.class.uh.edu/comm/classes/comm3353/ppt/_Pres6a
.html
2
Web Marketing and Public Relations
  • Marketing on the Web
  • The Four Ps and Cs of Marketing
  • Security and Privacy Issues
  • Market Research

3
Marketing on the Web
  • Shopping on the Web is a relatively new and
    exciting way to purchase goods and services.
  • The need to present customers with a more
    convenient purchasing method while increasing
    name recognition and sales has led marketers to
    sell their products on line.

4
Marketing on the Web, Continued
  • The web makes it easy to. . .
  • Target Consumers.
  • Site-specific advertising.
  • Demonstrate products.
  • Shareware, free subscriptions, etc. . .
  • Engage in sales transactions.
  • eCommerce, validation and submission.
  • Gather information.
  • Tell us about yourself. . .
  • Where does all that information go?

5
Marketing on the Web, Continued
  • To Go Online or Not To Go Online?
  • The Web is a cost-effective global market place.
  • Eliminates time and geographical boundaries.
  • The Web can provide new opportunities to
    businesses with limited resources.
  • Especially advantageous to small companies.
  • Anyone can create a web site. . .
  • Marketers recognize the great opportunity the Web
    provides and are developing creative and
    innovative ways to attract market share.

6
Marketing on the Web, Continued
  • To Go Online or Not To Go Online, Continued. . .
  • Achieving Web Development Goals and Strategies
  • Whats the sites purpose?
  • Can the goals be reached?
  • How will the objectives be measured?
  • Who is the online audience?
  • How can the target audience be reached?
  • Which products will be displayed online?

7
Marketing on the Web, Continued
  • Achieving Web Development Goals and Strategies,
    Continued. . .
  • How will online purchases and distribution be
    handled?
  • Whats the sites design and maintenance budget?
  • How many pages should be included in the site?
  • How much interactivity should be incorporated in
    the site?

8
Marketing on the Web, Continued
  • Types of Commercial Web Sites
  • Billboards
  • Storefronts
  • Trading Posts
  • Libraries and Directories
  • Funhouses

9
Marketing on the Web, Continued
  • Billboards
  • Text-heavy sites that contain little (if any)
    interactivity.
  • Provides basic, plain-text information.
  • Storefronts
  • Multi-layered.
  • Product-oriented.
  • Generally posted for increased revenue.

10
Marketing on the Web, Continued
  • Trading Posts
  • The Webs version of a Marketplace.
  • Purchases generally take place through a
    middleman who earns a commission.
  • (e.g. Auto-By-Tel)
  • Libraries and Directories
  • (e.g. New York Times)
  • Document archiving
  • Provides direct links information

11
Marketing on the Web, Continued
  • Funhouse
  • Games
  • Contests
  • Interactive Amusement
  • (e.g. Joe Cartoon)
  • Considered Value-Added Web Content, but differs
    because this is its primary mission.
  • There is a distinction

12
Marketing on the Web, Continued
  • Costs of Establishing and Maintaining a Web Site
  • Start-up costs vary widely
  • Mission
  • Hardware
  • Software
  • Salaries

13
Marketing on the Web, Continued
  • Costs of Establishing and Maintaining a Web Site,
    Continued. . .
  • Establishing a presence on the Web is a long-term
    investment.
  • May take a great deal of time to realize any
    profit, if any at all.
  • Sites are generally created now because everyone
    else is.
  • In actuality, a Web Presence increases brand name
    recognition, thereby reaching a greater audience.

14
Marketing on the Web, Continued
  • Is Anyone Making Money?
  • In 1997, there were 50 new millionaires born
    everyday in Silicon Valley because of the Web.
  • Online proprietors need to be flexible and
    willing to act quickly with the changing
    technology.
  • With planning, originality, and creativity,
    online commerce is significantly profitable.

15
Marketing on the Web, Continued
  • Is Anyone Making Money, Continued. . .
  • Two Methods of Web Profit
  • DIRECT and INDIRECT
  • Direct Method
  • The Web is the primary source for income of the
    organization.
  • (e.g. eToys)
  • Indirect Method
  • The Web is indirectly responsible for increased
    income of the organization.
  • (e.g. Federal Express, package tracking)

16
The Four Ps and Cs of Marketing
  • The Traditional Market Plan
  • Target Market
  • Group of stakeholders with similar needs and
    wants.
  • Target Marketing
  • Sales effort put forth to attract business from a
    Target Market.

17
The Four Ps and Cs of Marketing, Continued
  • Elements of the Traditional Marketing Mix (The
    Four Ps)
  • Product
  • Place
  • Price
  • Promotion

18
The Four Ps and Cs of Marketing
  • With the advent of the Web as a new market place,
    and the fact that traditional Mass Media is
    changing, classical thought must give way to new
    ideas.
  • New ways of delivering information gives
    marketers much more opportunity to reach
    customers.
  • Many marketing experts agree that the Four Ps do
    not work in todays marketing environment.

19
The Four Ps and Cs of Marketing, Continued
  • New elements of the Marketing Mix
    (The Four Cs)
  • Product replaced by Consumer Satisfaction
  • Pricing replaced by Cost
  • Place replaced by Convenience
  • Promotion replaced by Communication
  • The Four Cs model is more consumer oriented
    where as the Four Ps model is more production
    oriented.
  • Four Ps model allows for new technologies.

20
The Four Ps and Cs of Marketing, Continued
  • Integrating Product and Consumer Functions on the
    Web.
  • Relationship Marketing.
  • A friendly relationship, established or perceived
    by the consumer, keeps the consumer coming back
    for more.
  • Value-Added Content.
  • Games, puzzles, or giveaways will keep visitors
    interested in the site, causing frequent return
    visits.

21
The Four Ps and Cs of Marketing, Continued
  • Pricing and Cost Components of Web Marketing.
  • Online Revenue Models
  • 1) Direct Sales.
  • Company sells its existing product line from its
    web site.
  • 2) Advertising.
  • Company sells advertising space on its web site.
  • 3) Subscriptions.
  • Company charges the user for access to its web
    site.
  • 4) Fees for Service.
  • Company charges users for special services.

22
The Four Ps and Cs of Marketing, Continued
  • The Web as a Place--Convenience
  • Quicker, safer, and can offer great deals
  • Virtual stores are becoming viable distribution
    centers.
  • 13 Billion in revenue in 1997 alone.
  • What works and sells online. . .
  • Books, computer junk, music, and clothing.

23
The Four Ps and Cs of Marketing, Continued
  • Tenagras Web Sales Criteria
  • Products that sell on the web should meet at
    least one of the following
  • 1) It appeals to the technologically savvy.
  • 2) It is a computer-related item.
  • 3) It appeals to a broad segment of eMarket.
  • 4) It appeals to a wide geographic audience.
  • 5) Its a specialty item that can be difficult to
    locate.
  • 6) Its purchased based on information, not
    hyperbole.
  • 7) Its cheaper to buy on the internet.
  • 8)The product sells for less than 20.

24
The Four Ps and Cs of Marketing, Continued
  • Cyber-Promotion and Communication
  • Promotion
  • Cyber Marketers reach target audiences by
    providing around the clock ordering and
    information, as well as instantaneous feedback.
  • Push Marketing
  • Push technology that allows marketing information
    to reach certain market segments based on
    consumer/user interests.

25
The Internet and theWorld Wide Web
  • End Chapter 6, Part I.
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