Internet Marketing

1. What makes marketing on the Internet different from other forms of direct marketing media? The Internet is an interactive marketing medium for direct marketers offering information access and two-way communication with customers in real time via the computer. Interactivity is what makes marketing on the Internet different from other forms of direct marketing media. 2. What are some advantages of interactive media? i) Wide reach-The internet reaches a worldwide audience of millions of consumers and enables small companies and entrepreneurs to be transformed into global entities instantaneously. i) Convenience-The Internet is almost like a global trade show that is open 24 hours a day, 7 days a week, and any time of the day or night. iii) Low cost- Direct marketers pay for the Internet based on local phone access, not on how widely they distribute their message. iv) Flexibility- he Internet offers great flexibility and permits changes in offers and direct response communications ins tantly, instead of waiting until the next printed catalog is published to change prices or other features. 3. Explain the evolution of e-business. Stage 1:Brochureware- In this stage, organizations began to use the Internet as a bulletin board for brochures, employee telephone directories, and over time for more critical documents such as catalogs and price lists. Stage 2:Customer Interactivity-This next phase is when companies created an interactive dialogue with their customers, encouraging them to inquire, request, register, and online. Stage 3:Transaction Enabler- In this stage, companies began using the Internet to expand transaction. selling products, procuring supplies , enabling internal processes) Stage 4:One-to-one Relationships- This is when the Internet began to be used to create customized silors of interactivity. Because web technology allows companies to deal with customers on a one-to-one basis, product pricing became fluid, dictated by individual customers, often in an auction process. Stage 5:Real-Time organizations-Zero latency organizations are able to plan, execute, a nd aggregate buyers and sellers in a virtual arena. These companies understand customer needs and deliver value in real-time. Stage 6: Communities of Interests( COINS)- The Internet helps companies create communities of common interests that closely link various partners in a value chain. Example, eBay where consumers who possess common needs or interests can competitively bid on a given product. 4. What are the requirements of interactive media? i) Consumers must be able to control when they view the products and which types of products they are viewing. i) Consumers must be able to control the pace at which they review products. iii) Consumers must able to place an order or request additional information directly via the medium rather than having to order through another method. 5. How has technology changed marketing research? Technology has made marketing information readily available, easy to access, current and relevant marketing activity. Much of the information available online, such as government reports, is free of charge, w hich enables marketers of any size to access and obtain this valuable market data. The main cost involved in conducting online market research is the human resource costs, because it requires manpower to surf the Web and identify and download relevant information. 6. What are four of the many strategies to maximize â€Å"click-through† rates? i) Ask for the click-through action- The easiest way to increase click-through is to simply ask for it. ii) Animate a banner advertisement- Animation increase the likelihood that the advertisement will draw the user’s attention and also generates more clicks than static banners, all else being equal. ii) Involve the audience- Engage the viewers to allow them to personalize advertising to their needs. Involving the viewer allows the advertiser to get to know them better, one of the primary goals of direct marketing. iv) Change creative messages frequently- The nature of the Internet means that responses occur quickly, on the first few impressions. 7. Discuss some of the strategies companies use to increase Web site traffic. i) Ask and you shall receive. Ask visitors to bookmark the web site. i) Offer a chat room or provide a bulletin board to open communication among consumers and give them a reason to come back. iii) Create an e-business card that accompanies each e-mail message. Be sure to include the URL in hyperlink format. 8. Identify and explain the three different types of search engine marketing. i) paid placement- Sometimes referred to as † pay-per-click† (PPC) or â€Å"cost-per-click† (CPC) paid placement advertising uses text ads targeted to keyword search results on search engines through programs such as Google AdWords and Yahoo. i) paid inclusion- paid inclusion entails the practice of paying a fee to search engine and similar types of sites such as directories or shopping comparison sites, so that a given web site or web pages may be included in the service's directory, although not necessaril y in exchange for a particular position in search engine listings. iii) Organic search engine optimization- This form of optimization includes the use of a variety of techniques to improve how well a site or page gets listed in search engines for particular search topics. 9. Name some of the characteristics that make a blog an effective tool for marketers. Provide an example of a blog that you think is especially creative. Characteristics that make a blog an effective tool for marketers i) Keep It Simple-Don't get caught up in the length of your posts. They don't have to be long. They can be random thoughts or tidbits of news regarding your industry. The key is to make them interesting. ii) Fast-loading pages: A page should load in 20 seconds or less via dial-up; at more than that, you'll lose more than half of your potential visitors. ii) Quality photography: A simple way to increase visual appeal is to use high quality photography. High quality product images are especially important for online retailers. An example, Twitter is the fastest growing network with more than a 40% increase in active users over the last 9 months , Facebook continues to grow with more than a 37% increase in active users from 2012 to 2013 and Google is not far behind in growth with 35% growth in 9 months. 10. What are some positive and negative characteristics of mobile marketing? Positive characteristics of mobile marketing : ) Personalization: Marketers can personalize text messages based on the consumers’ local time, location, and preferences e. g. , directions to the nearest vegetarian restaurant open at the time of request. ii) Location: Mobile phones amplify two key arguments for electronic commerce, location independence and ubiquity. Consumers increasingly expect tailored and location-based services, thereby underlining the importance of personalized mobile marketing. Negative characteristics of mobile marketing: i) Mobile is hot. Mobile’s high penetration and usage means there’s a lot of clutter and competition. Internet Marketing The effectiveness of social media advertising by means of using Facebook by Practical 2 presented to the Cape Peninsula University of Technology in Partial fulfilment of the requirements for the subject of Advertising and Sale Promotions of the National Diploma: Marketing in the Faculty of Business at the Cape Peninsula University of Technology Lecturer: Campus: Cape Town Due date: Declaration I, Tom Brown (210000007), declare that the contents of this assignment represent my own unaided work, and that the assignment has not previously been submitted for academic examination towards any qualification.Furthermore, it represents my own opinions and not necessarily those of the Cape Peninsula University of Technology. SignedDate Table of Contents Declarationii 1. Social media advertising effectiveness†¦ (full title)1 1. 1Internet usage in SA 1 1. 2Social media 1 1. 3Instant messaging (social networks for Facebook) 1 1. 4Facebook 1 1. 5Advertising/marketing communications on Faceboo k 1 1. 6Current research on Facebook 1 1. 7Generation Z 1 1. 8Hierarchy response models 1 Reference list2 Appendices Appendix A: Safe Assign report 3Appendix B: Integrating multimedia semantic content analysis of MXit 4 Appendix C: The talk uploaded: MXit and the technicity of the body 5 Appendix D: Fat stigmatization on MXit: A content analysis 6 Appendix E: Flaming on MXit 7 Appendix F: MXit, Critical Pedagogy, and Media Activism 8 Appendix G: MXit as a source of information 9 Appendix H: MXit: an opportunity for consumer narrative analysis 10 Appendix: I: Advertising Effectiveness and marketing Potential on MXit 11 Appendix J: Predicting the Determinants of Users’ Intentions for using MXit 12 Appendix K: Social Interaction with MXit 13 1.The effectiveness of social media advertising by means of using Facebook 1. 1Internet usage in SA A resent study has shown 6. 8% (6,800,000 people) of South Africans have access to the internet and 4,822,820 are Facebook users. ( www. inte rnetworldstats. com ). 39% of urban South Africans are using their mobile phones to access the internet. That is 20 million South Africans aged 16 and older. (Anonymous, 2011). 1. 2Social media Social media (also known as social networking) is the share of information and resources as a result in the communication by people, made possible by different online technology tools.This can be done by means of text, online video, blogs, images, podcasts, and other multimedia communication. (Doyle, n/d ) 1. 3Instant messaging (social networks for Facebook) Instant messaging is a feature of facebook that allows you to send or share information with your Facebook friends. The feature can be used at any time to communicate with other people on facebook. There is a bar on the right bottom corner of the screen where one can choose with whom one wants to connect and communicate with. (Reiss, 2010) 1. 4Facebook Facebook is the most popular Social network website on a global scale (www. cmag. com) and second most popular social media website in South Africa (The Mobility 2011 research project). Facebook is a free site that makes most of it’s revenue by means of advertising. The site was first used as a means for Harvard students to get acquainted , but in 2006 the sit became available to everyone who wanted to join. The site has over 500 million users. (http://www. pcmag. com) 1. 5Advertising/marketing communications on Facebook Facebook has a number of advantages and disadvantages to use for your business.Some of the focus Facebook can provide is on branding, customer engagement, reputation management, new customer acquisition, client retention, to drive web traffic to your website, the viral effect, a feedback mechanism, brand repositioning. (Jody, n/d) Because Facebook makes marketing fast and easy, it means that the company should keep up with marketing trends. â€Å"It can also act like a media to leverage your brand and get more authority so users can trust you. † ( Anderson, n/d) 1. 6Current research on Facebook Companies or everyday users can collect data from facebook pages that they have created, through means of Facebook polls.The polls are a graphical illustration of the people who visit your page. It illustrates active page visits and users, showing their age, gender, geographic location, giving one the ability to strategically improve ones marketing mix and to identify the target audience. (facebook. com, n/d) 1. 7Generation Y In a resent study showed that the majority of the generation Y, in South Africa, prefer Facebook over other social media mediums. As a result Google lost a 50% of their market share to facebook, due to user choosing Facebook as a search engine over Google.Mxit is still more popular than Facebook, but lack the loyalty Facebook users. The study shows people spend five times more hours on Facebook than on Mxit. Further studies have shown that generation Y, when given a choice, will choose the Internet over magazines, cell phones over using the Internet and tertiary education over using their cell phones. (Saunders, n/d) 8. Hierarchy response models REFERENCE LIST Doyle, A. n. d. cial Media-Socia Media Definition. http://jobsearch. about. com/od/networking/g/socialmedia. htm [1April 2011]. Fakhar, K. 2009.Benefits of Marketing Through MXit. http://webupon. com/marketing/benefits-of-marketing-through-MXit/#ixzz1I4mh0DZG [30 March 2011]. Haridakis, P. & Hanson, G. 2009. Journal of Broadcasting & Electronic Media. Social Interaction and Co-Viewing with MXit: 317-318, March 30. Laco, A. 2010. History of MXit. http://www. articlealley. com/article_1482289_81. html? ktrack=kcplink [30 March 2011]. Smith, D. 2010. Five million now online as web access grows in South Africa. http://www. guardian. co. uk/world/2010/jan/14/internet-five-million-south-africa [1April 2011]. Verna, P. 010. Pros and Cons for MXit’s Business in 2010. http://www. emarketer. com/blog/index. php/pros-cons-MXit-b usiness-2010/ [31 March 2011]. Ward, S. n. d. Social Media Definition. http://sbinfocanada. about. com/od/socialmedia/g/socialmedia. htm [30 March 2011]. Zawarski, Z. 2010. Happy 5th Birthday MXit. http://www. zadling. com/2010/05/happy-5th-birthday-MXit/ [31 March]. Appendix A: SafeAssign Report Appendix B: Integrating multimedia semantic content analysis of MXit Only attached the first page! Appendix C: The talk uploaded: MXit and the technicity of the body, etc, etc†¦