Title: COMM 3353: Information, Internet, and the World Wide Web
1COMM 3353Communication Web Technologies I
Chapter 6a Web Marketing and Public Relations
www.class.uh.edu/comm/classes/comm3353/ppt/_Pres6a
.html
2Web Marketing and Public Relations
- Marketing on the Web
- The Four Ps and Cs of Marketing
- Security and Privacy Issues
- Market Research
3Marketing 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.
4Marketing 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?
5Marketing 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.
6Marketing 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?
7Marketing 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?
8Marketing on the Web, Continued
- Types of Commercial Web Sites
- Billboards
- Storefronts
- Trading Posts
- Libraries and Directories
- Funhouses
9Marketing 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.
10Marketing 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
11Marketing 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
12Marketing on the Web, Continued
- Costs of Establishing and Maintaining a Web Site
- Start-up costs vary widely
- Mission
- Hardware
- Software
- Salaries
13Marketing 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.
14Marketing 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.
15Marketing 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)
16The 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.
17The Four Ps and Cs of Marketing, Continued
- Elements of the Traditional Marketing Mix (The
Four Ps) - Product
- Place
- Price
- Promotion
18The 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.
19The 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.
20The 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.
21The 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.
22The 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.
23The 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.
24The 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.
25The Internet and theWorld Wide Web