Chapter 7 - E-commerce marketing communications. In this chapter, we will address the following questions: What advantages do video ads have over traditional banner ads? Where do sites such as YouTube fit in to a marketing strategy featuring video ads? What are some of the challenges and risks of placing video ads on the Web? Do you think Internet users will ever develop “blindness” towards video ads as well? | E-commerce Kenneth C. Laudon Carol Guercio Traver business. technology. society. seventh edition Copyright © 2011 Pearson Education, Inc. E-commerce: Business. Technology. Society Chapter 7: E-commerce Marketing Communications Copyright © 2010 Pearson Education, Inc. Slide 7- Chapter 7 E-commerce Marketing Communications Copyright © 2011 Pearson Education, Inc. Video Ads: Shoot, Click, Buy Class Discussion What advantages do video ads have over traditional banner ads? Where do sites such as YouTube fit in to a marketing strategy featuring video ads? What are some of the challenges and risks of placing video ads on the Web? Do you think Internet users will ever develop “blindness” towards video ads as well? Slide 7- Marketing Communications Two main purposes: Sales – promotional sales communications Branding – branding communications Online marketing communications Takes many forms Online ads, e-mail, public relations, Web sites Slide 7- Online Advertising $25 billion, 15% of all advertising Advantages: Internet is where audience is moving Ad targeting Greater opportunities for interactivity Disadvantages: Cost versus benefit How to adequately measure results Supply of good venues to display ads Slide 7- Online Advertising from 2002-2014 Figure , Page 432 Slide 7- SOURCES: Based on data from eMarketer, Inc., 2010a Forms of Online Advertisements Display ads Rich media Video ads Search engine advertising Social network, blog, and game advertising Sponsorships Referrals (affiliate relationship marketing) E-mail marketing Online catalogs Slide 7- Display Ads Banner ads Rectangular box linking to advertiser’s Web site IAB guidelines . Full banner is 468 x 60 pixels, 13K Pop-up ads Appear without user calling for them Provoke negative consumer sentiment Twice as effective as normal banner ads Pop-under ads: Open beneath browser window Slide 7- Rich Media Ads Use Flash, DHTML, Java, JavaScript About 7% of all online advertising . | E-commerce Kenneth C. Laudon Carol Guercio Traver business. technology. society. seventh edition Copyright © 2011 Pearson Education, Inc. E-commerce: Business. Technology. Society Chapter 7: E-commerce Marketing Communications Copyright © 2010 Pearson Education, Inc. Slide 7- Chapter 7 E-commerce Marketing Communications Copyright © 2011 Pearson Education, Inc. Video Ads: Shoot, Click, Buy Class Discussion What advantages do video ads have over traditional banner ads? Where do sites such as YouTube fit in to a marketing strategy featuring video ads? What are some of the challenges and risks of placing video ads on the Web? Do you think Internet users will ever develop “blindness” towards video ads as well? Slide 7- Marketing Communications Two main purposes: Sales – promotional sales communications Branding – branding communications Online marketing communications Takes many forms Online ads, e-mail, public relations, Web sites Slide 7- Online Advertising $25 billion, 15%
