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Learning Objectives 1 of 2
LO1 Describe the role of the Internet and digital and
social media in an IMC program.
LO2 Discuss the use of Web 1.0 and Web 2.0 media
platforms in the IMC process.
LO3 Explain how to evaluate the effectiveness of
communications through the Internet and digital
and social media.
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Learning Objectives 2 of 2
LO4 Compare the advantages and disadvantages of
the Internet and digital and social media.
LO5 Discuss the social and ethical issues associated
with the Internet and digital and social media.
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The Growth of the Internet 1 of 2
Why the Rapid Adoption of the Internet?
– Increased desire for information
– Speed and convenience
– Ability to control the flow of information being received
– Ability to conduct e-commerce
• E-commerce: Direct selling of goods and services on the internet
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The Growth of the Internet 2 of 2
Web Objectives
– Create awareness
– Generate interest
– Disseminate
information
– Create an image
– Create a strong
Source: SweetBling.com
brand
– Stimulate trial
– Create buzz
– Gain consideration
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Figure 15-1 Differences in the Way Organizations Have
Interacted with Customers on the Web
– Sponsorships
• Regular sponsorship: Company pays to sponsor a section of a site
• Content sponsorship: Sponsor not only provides money in return
for name association but also participates in providing the content
itself
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The Internet and Integrated Marketing Communications 2 of 21
– Pop-unders
• Ads that appear underneath the web page and
become visible only when the user leaves the site
– Interstitials
• Ads that appear on screen while waiting for a site’s
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The Internet and Integrated Marketing Communications 3 of 21
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The Internet and Integrated Marketing Communications 6 of 21
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Figure 15-2 Types of New Media 2 of 2
Types of New Media Primary Purpose Material Examples
Online Gaming Alternate fantasy, MMORPG (massively World of Warcraft,
entertainment, gaming multiplayer online role- StarCraft II
playing games),
multiplayer online
games
Blogs Opinions, information, Helpdesk, viewpoints, MrBrown.com
viewpoints opinions Xiaxue.com
Portals Aggregating news, News studies, Asiaone.com, Yahoo!
communication tools sponsored pages, ads
Social News Sites Peer-ranked news News stories, popular Digg.com
stories blog content
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The Internet and Integrated Marketing Communications 7 of 21
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Figure 15-3 Social Media Landscape
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The Internet and Integrated Marketing Communications 9 of 21
Source: SweetBling.com
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The Internet and Integrated Marketing Communications 10 of 21
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The Internet and Integrated Marketing Communications 14 of 21
– LinkedIn
• Social network for business professionals
• Over 400 million members (128 million in US)
• Marketers target a professional audience
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The Internet and Integrated Marketing Communications 17 of 21
– Blog
• Web-based publication consisting primarily of periodic articles
• Presented in reverse chronological order
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The Internet and Integrated Marketing Communications 19 of 21
– Advantages
• Websites enhance and support the selling effort
• Website visitors become part of a prospect database
• Enables companies to serve and qualify prospects more cost-
effectively
• Stimulates trial
• Improves one-on-one relationships between customers and sellers
• Increases opportunity for cross-selling and customer retention
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The Internet and Integrated Marketing Communications 21 of 21
– E-commerce
• Used in direct marketing
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Mobile 1 of 2
Has significant impact on companies’ IMC programs
Rapid growth and adoption by consumers is making
marketers realize their potential in a marketing context
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Figure 15-8 U.S. Digital Ad Spending, by Device, 2013–2019 (in billions)
– Time
• Viewers are on the move
– Sharing
• 99% of mobile device users do not share what they see
– Reach
• Demographics outside millennials hard to reach
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Internet Metrics
Audience Measures and Measures of Effectiveness
– Internet-specific measures
• Allows measures to be taken in real time
• Includes audience measures specific to the Internet and
interactive industry, such as: clicks, post-click conversions, unique
visitors, and more.
– Traditional measures
• Recall and retention
• Surveys
• Sales
• Tracking
• ROI
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Figure 15-9 Example Internet Metrics
Clicks Ad interaction rate
Post-click conversions View-through rate
Cost per conversion Visits
Webpage eye tracking
Unique visitors
Offline sales lift
Average frequency
Cross-media models
Frequency to conversion
ratios
Advertising exposure time
Source: IAB.net.
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Advantages and Disadvantages of the Internet
and Digital and Social Media 1 of 2
Advantages
– Target marketing
– Message tailoring
– Interactive capabilities
– Information access
– Sales potential
– Creativity
– Exposure
– Speed
– Complement to IMC
– Timeliness
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Advantages and Disadvantages of the Internet
and Digital and Social Media 2 of 2
Disadvantages
– Measurement problems
– Clutter
– Potential for deception
– Lack of privacy
– Irritation
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