網路行銷楊子青 E-1 [E] Promotion 參考資料： Judy Strauss, Adel I. El-Ansary, and Raymond Frost, E-Marketing, Prentice Hall, 2006. Chap 13: E-Marketing Communication

網路行銷楊子青 E-1

[E] Promotion

參考資料： Judy Strauss, Adel I. El-Ansary, and Raymond

Frost, E-Marketing, Prentice Hall, 2006. Chap 13: E-Marketing Communication.


Environment, Strategy, and Performance (ESP Model)

P

Legal - Ethical Technology Competition Other factors

E-Business Strategy/

Model

Performance Metrics

SWOT

E-MarketingStrategy

Implementation Marketing Mix

Markets

Internet E

S


Link E-Business with E-Marketing Strategy

E-marketing strategic planning occurs in two highly interrelated tiers:

Segmentation

Targeting

Value

Positioning

Differentiation

CommunicationDistribution

OfferE-Marketing Strategy

Tier 1 tasks

Tier 2 tasks


Overview The EDietShop Story Internet Advertising

E-mail, Wireless, Web Site Advertising Marketing Public Relations (MPR)

Web Site, Community Building, Online Events Sales Promotions

Coupons, Sampling, Contests/ Sweepstakes ( 競賽 / 抽獎 )


1. The EDietShop Story http://www.edietshop.com/


The EDietShop Story

EDietShop (http://www.edietshop.com/) A retail web of manufacturing sugar-free

products and a variety of gourmet ( 美食者 ) diet ( 日常飲食 ) foods.

For a target market of 15 million diabetics ( 糖尿病患者 ).

Offers customers at warehouse pricing.


The EDietShop Story

Use online advertising plan: to draw the audience to their web. Banner ad exchanges with other sites. Keyword advertising on search engines by terms

“sugar free” and “low fat” Purchase advertising time on the cable TV Food

Channel (combine traditional media).


Promotion Mix ( 推廣組合 ) Advertising

付費的媒體傳播方式 ( 例如電視、報紙、雜誌、戶外廣告 )

Marketing Public Relations (MPR) ( 公共關係 ) 非付費的非人員溝通方式 ( 例如新聞報導、記者招待會、出版刊物 )

Sales Promotions ( 銷售促進 ) 短期提供額外的誘因，以吸引消費者提前購買或多購買的活動 ( 例如折價券、贈品、樣品、搭配促銷 )

Personal selling, face-to-face 付費的人員溝通方式 ( 利用業務員 ) Inappropriate for use online. → 討論 Direct Marketing


2. Internet Advertising Advertising

nonpersonal communication of information through various media,

paid for by an identified sponsor. All paid space on a Web site or in an e-mail is

considered advertising. This is confusing, especially when a house banner appears

on a firm’s own Web site. The key is exchange: If a firm pays money for space in

which to put content it creates, the content is considered advertising.


2.1 E-mail Advertising The least expensive type of online advertising,

a few sentences of text embedded in another firm’s content. Advertisers purchase space in the e-mail sponsored by

others (e.g., Hotmail).


2.2 Wireless Advertising

Content sponsored advertising for mobile devices E.g. PDAs, cell phones and

laptop computers ( 手提式電腦 ) Companies such as AvantGo

offer free news and other content to mobile users, sponsored by a third party advertiser.


Messages Short message services (SMS), Multimedia

message services (MMS) sent by one user to another with a cell phone or PDA. Communicate quickly + inexpensively. Is easy = users do not have to open e-mail to send or

receive. They simply type the message on the phone keyboard.

A successful messages Short, personalized, interactive, and relevant E.g. Notification of an upcoming flight delay


Location-based Marketing Promotional offers that are pushed to

mobile devices Cstomized based on the user’s physical

location. The technology

A global positioning system (GPS).


2.3 Web Site Advertising

(1) Banners, buttons: occupy designated space for rent on Web pages Buttons are square ( 正方形 ) or round ( 圓形 ) Banners are rectangular ( 長方形 ).


Banners, Buttons

Click-through to the advertiser’s Web site,

Some banners sense the position of the mouse on the Web page and animating faster as the user approaches,

Built-in games, Drop-down menus, check boxes,

and search boxes to engage and empower the user.

BuyComp Interactive Banner Source: www.buycomp.com


Web Site Advertising

(2) Sponsorships ( 贊助 ) integrate editorial ( 編輯者的 ) content and

advertising Sponsorships are important on the Web:

Banners are easily overlooked ( 忽略 ) by users, More firms build synergistic partnerships to provide

useful content.


生寶臍帶血銀行贊助台北愛樂電台 ( 生寶媽媽日記 )

http://www.e-classical.com.tw/ad/healthbank/



(3) Search Marketing Keyword (contextual) advertising

refers to word buys at search engine sites. Slotting Fees ( 安排位置之費用 )

“A fee charged to advertisers by media companies to get premium ( 特別 ) positioning on their site, category exclusivity ( 獨佔 ) or some other special treatment”.

Many search engines charge slotting fees for the top positions of search results.


Yahoo! 奇摩：搜尋排序優先 http://tw.search.yahoo.com/smatch/smatch.html


Web Site Advertising(4) Interstitials ( 插播式廣告 )

如同電視在正規節目之前的廣告，點選超鏈結後，跳出一個約十秒鐘的廣告，然後點選的網頁才出現

未能成長之主因： give the impression of lengthening user waiting time.

(5) Daughter windows = pop-ups Ads appearing in a separate window that overlays the

current browser window. People are irritated ( 激怒 ) by daughter windows

because users must close them.



(6) Superstitials ( 超插播式廣告 ) 、 Shoshkele (or floater 浮動廣告 ) are video like ads that appear when a user moves her

mouse across a page. use Flash and Java to make them entertaining and

fast. http://www.ogilvy.com.cn/work/wwf/sand/yahoo.html 優於 Interstitials ：

loads behind the scenes and doesn't appear until it is fully loaded on the user’s computer

廣告大小不受限制、不會隨著網頁一起出現、廣告出現在瀏覽過程間隔


Web Site Advertising 一些製作 Rich Media 之網路廣告公司及其作品範例網址 United Virtualities

http://www.unitedvirtualities.com/ Eyeblaster

http://www.eyeblaster.com/products/rich_media_formats/ Unicast

http://www.unicast.com/gallery/?industry=0&format=0


3. Marketing Public Relations MPR

Activities that influence public opinion and create goodwill for an organization.

Includes brand-related activities and non-paid, third-party media coverage to positively influence target markets.

E.g. During the week of the MTV Music Awards, MTV.com site traffic increased by 48% as people logged on to learn more about the stars nominated ( 提名 ) for awards.


3.1 Web Site Web sites are MPR tools

Firms usually include press releases about brands on their Web sites and send them electronically via e-mail or the Web to media firms for publishing.

Advantages: The Web is a low-cost alternative to paper brochures

( 小冊子 ) or press releases sent in overnight mail. Web page content is always current = Product

information is updated in databases.


博克來網路書店 http://www.books.com.tw/isi/needyou2001.htm#1


3.2 Community Building Sites build community through online chat

rooms, discussion groups, and online events.

Ex: Amazon allows users to: Write their own book reviews, Read and rate the reviews of others.


3.3 Online Events Online events are designed to generate user interest

and draw traffic to a site. Example: 1999 Victoria Secret ( 維多利亞的秘密 )

held a Web-based fashion show ( 線上時裝秀 ). Announced it in advertisements in the New York Times,

Super Bowl football game, and other traditional media. 1.2 million visitors, an 82% increase in Web traffic and

the firm’s Web servers could not handle all the traffic. Example: 夢想家的網路生存遊戲，找來自願者關在房裡與世隔絕，只能利用網路與外界溝通。


4. Sales promotions Short-term incentives of gifts or money that

facilitate the movement of products from producer to end user.

Include coupons ( 折價券 ), product sampling ( 樣品 ), contests ( 競賽 ), sweepstakes ( 抽獎 ), and premiums ( 額外獎金， free or low-cost gifts). Coupons, sampling, and contests/sweepstakes are

widely used on the Internet. Results: build brands, build customer databases,

and support increased online or offline sales.


4.1 Coupons 折價券 Online coupons

delivered and send e-mail notification as new coupons become available Ex: 肯德基 , 達美樂…

Provides local coupons (search the database by zip code). Ex: H.O.T! coupons (

http://www.hotcoupons.com/)


4.2 Sampling 樣品 Some sites allow users to sample digital

product prior to purchase. Software companies provide free download of

fully functional demo versions of their products:

Software expires in 30-60 days, Online music stores allow customers to sample

30-second clips of music before ordering the CD.


4.3 Contests ( 競賽 ) and Sweepstakes ( 抽獎 )

Contests require skill / sweepstakes involve pure chance.

Goal: draw traffic + keep users returning. Create excitement about brands Persuade users to move from page to page on a site =

increase site stickiness ( 黏 ). Users return to the site to check out the latest chance to

win. E.g. every visitor who registered on the site was

eligible ( 具有資格 ) for the free round-trip ticket ( 來回機票 ).


麥當勞：遊戲 + 折價券 http://www.mcdonalds.com.tw/campaign/

Documents

網路行銷 楊子青 E-1 [E] Promotion 參考資料： Judy Strauss, Adel I. El-Ansary, and Raymond Frost, E-Marketing, Prentice Hall, 2006. Chap 13: E-Marketing Communication

網路行銷楊子青 E-1 [E] Promotion 參考資料： Judy Strauss, Adel I. El-Ansary, and Raymond Frost, E-Marketing, Prentice Hall, 2006. Chap 13: E-Marketing Communication