Scribd
Upload
13 views13 pages

Chapter 15 - Digital Media

Uploaded by

Anik Rubayet
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd
13 views13 pages

Chapter 15 - Digital Media

Uploaded by

Anik Rubayet
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd
You are on page 1/ 13

Chapter 15

The Internet: Digital & Social


Media
Web objective
• Create awareness
• For small companies with limited budget
• General interest
• World of Red Bull campaign
• Disseminate information
• Provide in-depth information about a company
• Create an image
• Websites designed to reflect the image of the company
Web objective

• Create a strong brand


• Red Bull gives you wings
• Stimulate trial
• Electronic coupons to stimulate trial
• Create buzz
• Due to the viral nature of social networks. E.g Dove real beauty sketches
• Gain consideration
• Blogs & discussions are useful in providing information useful in
evaluating products and brands
• E-Commerce
The Internet and IMC

• Web 1.0

• Banners
• Sponsorships
• Pop-Ups/ Pop-
unders
• Interstitial
obstacles
• Ads that come
in between
content.
The Internet and IMC

• Web 1.0

• Paid searches
• Behavioral targeting
• Contextual ads
• Ads matching the content of
a publisher’s site
• Rich media
• Online commercial
• Video on demand
• Webisodes
Web 2.0
The Big Four of social media

• Facebook
• Twitter
• Instagram
• YouTube
Additional social media

• Instagram
• Pinterest
• LinkedIn
• Podcasting
• RSS
• Blogs
Other web 2.0 forms

• Augmented reality
• Second life
• QR code
• NFC
Advantages of internet, digital & social media

• Target marketing
• Target a huge market with minimum waste
• Message tailoring
• Messages can be structured to fit the appeal of the target
audience
• Interactive capabilities
• Customer involvement, engagement and satisfaction
• Informative access
• One of the most important aspects of the internet
Advantages of internet, digital & social media

• Sales potential
• Creativity
• Creatively designed sites can ensure repeated visits and positive
positioning of the company’s image
• Exposure
• Better for small companies with limited budget
• Speed
• Quickest mean of acquiring and providing information
• Complement to IMC
• Can be mixed with other IMC tools
Disadvantages of internet, digital & social media

• Measurement problems
• Clutter
• Potential for deception
• Privacy
• Irritation
End

You might also like