Choose two of the following e-commerce sites. Discuss each of the characteristics of successful e-commerce sites listed in Figure 8.3. Compare and contrast the two sites for each of the characteristics and use screenshots to illustrate your evaluations.
a.Travelocity (www.travelocity.com)
b.Wells Fargo Bank (www.wellsfargo.com)
c.The Knot (http://www.theknot.com/)
d.Bluefly (www.bluefly.com)
e. Diesel (www.diesel.com)
f. Quiznos (www.quiznos.com)
Integrated Advertising, Promotion,
and Marketing Communications
Eighth Edition
Chapter 8
Digital Marketing
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Chapter Objectives (1 of 2)
1. What is digital marketing?
2. How has the transition to Web 4.0 affected the field
of marketing communications?
3. How can e-commerce programs and incentives build
a stronger customer base and overcome customer
concerns at the same time?
4. How do mobile marketing systems enhance digital
marketing programs?
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Chapter Objectives (2 of 2)
5. What digital strategies do marketing professionals
employ?
6. What types of web advertising can companies use to
reach consumers?
7. What is a search engine optimization strategy?
8. How can companies successfully conduct digital
marketing programs in international markets?
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Figure 8.1 Overview of Marketing
Communications
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Choice Marketing
• Began operations in 2000
• Karen Plott (Founder, CEO)
• Traditional marketing services
• Digital and social media marketing
• Mobile marketing exploding
• Current trends
– Second and third screens
– Customer to customer
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Chapter Overview
• Web 1.0 à Web 4.0
• E-commerce
• Mobile marketing
• Digital strategies
• Web advertising
• Search engine optimization
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Figure 8.2 Primary Characteristics
Web 1.0 to Web 4.0
• Web 1.0
– Static content provided by creator
– Dominated by institutions and businesses
– Commercially and technically based
• Web 2.0
– Content is socially-based and audience generated
• Web 3.0
– Content driven by online metrics
– Integration of content and communications
– Instant real-time communications
• Web 4.0
– Customer engagement
– Cloud operating systems
– Web participation a necessity
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E-Commerce
• Click-only operations to bricks-and-clicks
• B2C and B2B online commerce
• Online sales 7.5 percent of retail activity
Design is Critical
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Online Retail Sales by Digital Channel
Bonus
Slide
Source: Based on “Social Yields Just 2% of Online Holiday Retail Sales,” Advertising Age,
http://adage.com/print/245625, December 11, 2013.
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Figure 8.3 Characteristics of
Successful E-Commerce Sites
• Search-optimized design
• Customer-centric design
• Mobile-optimized design
• Consistent customer experience
• Channel integration
• Brand engagement
• Shopping cart abandonment strategies
• E-commerce incentives
• Offline marketing
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Successful E-Commerce
Search-Optimized Design
• 80% Americans – online research
• Location on Search engine results page (SERP)
–
–
–
–
Design important
Web search crawlers
Page title
Title tags
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Successful E-Commerce
Customer-Centric Design
• Easily locate merchandise
• Indexed using customer terms
• Drill-down search function
• Unique product descriptions
• Avoid thin and duplicate copy
• Pictures over words
• Optimal is 4-6 products per page
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Successful E-Commerce
Mobile-Optimized Design
• Adaptive design
• Higher interactions and conversions
• Advantages
– Average conversions 3.4% compared to 1.6%
– 50% of online purchases made on mobile devices
– Without adaptive design, ranked lower in search
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Successful E-Commerce
• Consistent customer experience
– Zero tolerance for poor Web performance
– Dissatisfaction – lost sales
– Load time
• Channel integration
– Online and offline catalogs integrated
– Access from any digital platform
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Successful E-Commerce
Brand Engagement
• Opportunities for engagement
• Blogs, reviews, social media
• Reviews and feedback
• Personalization and customization
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Successful E-Commerce
Shopping Cart Abandonment
• Show any additional costs
• Make checkout simple
• Make it easy to enter discount codes
• Provide safe checkout procedures
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Figure 8.4 Common Forms of
Cyberbait
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Figure 8.5 Value-Added Incentives
• Customized shopping
• Unique product information
• Mobile apps
• Social media engagement
• Exclusive shopping
• Tutorials, usage tips and repair instructions
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Successful E-Commerce
Offline Marketing Integration
Visit South Walton
Beach Website
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Mobile Marketing (1 of 2)
• Smartphones (60%)
• Ways people use smartphones
–
–
–
–
Communication
Social networks
Search for product information
Method of shopping
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Figure 8.6 Ways Mobile Differs from
Other Media
• Personal
• Geo-location
• Two-way communication
• Camera/video technology
• Voice recognition
• Phone sensors
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Mobile Marketing (2 of 2)
• Mobile Apps
– Engage consumers with brand
– Streamline business use
• Action codes
– QR codes, watermarks, and 2D barcodes
– Goal is engagement
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Figure 8.7 Marketing Uses for Action
Codes in Magazines
Source: Adapted from Roger Matus, “Mobile Action Codes in Magazine Advertising,” Whitepaper from
Nellymoser, Inc http://www.blue-soho.com/, p. 4.
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Figure 8.8 Digital Marketing
Strategies
• Interactive marketing
• Content and native marketing
• Location-based advertising
• Remarketing
• Behavioral targeting
• Blogs and newsletters
• E-mail marketing
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Interactive Marketing
• Two-way communication and involvement
• Internet ideal medium
• Can track activity
• Personalize messages
• Emphasizes two primary activities
– Targeting individuals
– Engaging consumers
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Figure 8.9 Content Marketing vs
Native Advertising
Blank
Content Marketing
Branded Content
Content Marketing
Sponsored Content
Native Advertising
Location
Brand’s website or
microsite
Third-party site
Third-party site
Goals
Provide information
Increase brand awareness
Improve search results
Provide information
Increase brand awareness
Increase social engagement
Generate sales
Increase brand awareness
Increase social
engagement
Tone
Educational
Solve a problem
Educational
Authentic, expert tone
Solve problem through
brand purchase
Audience
Brand’s customers and
prospects
Sponsor’s audience
Third-party’s audience
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Figure 8.10 Location-Based
Advertising
• Targeting by DMAs (Designated marketing areas), 30%
• Geo-fencing, 27%
• Audience-data targeting, 24%
• Geo-aware advertising, 14%
• City or zip code, 5%
Source: Mark Walsch, “Location-Based Mobile Ads Deliver Best Engagement,
Performance,” Online Media Daily, http://www.mediapost.com/publications/article/192780/,
February 6, 2013.
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Mobile App
Location-based
Advertising
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Remarketing
• Engages past visitor to website
• Shown interest in brand/product
• Higher conversions
• Ad to computer or mobile device
• Abandon shopping cart
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Behavioral Targeting
• Uses Web data
• Pages visited on the
Internet
• Keyword searches or
content read
• Past visitors to a site
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Blogs and Newsletters
• Blogs are online musings
• Power of online buzz
• Company-sponsored blogs
– Objective of blog
– Reaction strategy for negative
comments
• Small businesses
• Newsletters
• Offer solutions and information
• Update regularly
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E-Mail Marketing
• Important component of digital
strategy
– Integrate with other channels
– Resemble information on
website
• Using Web analytics to direct
e-mail campaign
– Individuals who visit website
– Individuals who abandon
shopping cart
– Targeted e-mails have higher
conversion rates
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Figure 8.11 Email Marketing Tactics
• Behavior targeting
–
–
–
–
Browsing history
Demographics
Abandoned shopping carts
Past purchases
• Dynamic web cropping
• Event targeting
• Weather targeting
• Geo-targeting
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Figure 8.12 Developing Successful Email Campaigns
• Be upfront, honest with subscribers
• Build list for quality, not quantity
• Give subscribers what they want
• Be familiar to your audience
• Keep e-mails neat and clean
• Be eye-catching
• Integrate social media
• Test, test, and test
Source; Interview with Holly Betts, Marketing Zen, February 12, 2014.
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Web Advertising
• Highly effective
• Younger, affluent, Internet savvy
• Online budgets have increased
• Multi-screen approach
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Figure 8.13 U.S. Online Ad Spending
by Format
Source: Based on “Online Ad Spending Consolidates Among Search, Banners, Video,” eMarkter Digital
Intelligence, February 3, 2012, www.smarketer.com/articles/print.aspx?R=1008815.
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Banner Advertising
• First online advertising
• Accounts for 22.6% of online advertising
• Can embed videos and widgets
• Targeted display ads
– Auction exchanges
– Matches audience
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Widgets
Banner Advertising
• Mini-applications embedded in banners
• Access external dynamic content
• Provide personalized access to information
• Micro-site landing pages
• Geo-targeted ads
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Video Ad for Swimways
A video ad produced for the Internet by Newcomer,
Morris, and Young showing two surfers playing soccer
from surfboards
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Impact of Online Advertising
• Banner click-through rate 0.27%
• Improve response through targeting
• Third-party tags
• Ads not seen
– Below the fold
– Blocking software
– Fraud
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Offline Advertising
• Integration of offline
with online
• Brand spiraling
• Personalized URLs
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Search Engine Optimization
• Largest category of online
expenditures
– Text ads on search results
– Nearly 50% of online advertising
• 80% of Web traffic begins with a
search
• Three methods of SEO
– Paid search insertion
– Natural or organic emergence
– Paid search ads
• Local businesses
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Results
Search Engine Optimization
• Organic results
– First page – results 9x
– Second or third page – results 6x
• Paid search
– Unaided awareness higher
• Search click-through rate
– 5% (typical 0.2%)
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International Implications
• Shipping issues
• Communication issues
• Technology issues
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Blog Exercises
• Advil
• Digital Strategies
• SEO
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Copyright
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