Internet Marketing e-Commerce Ward Hanson Kirthi Kalyanam

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Internet Marketing & e-Commerce Ward Hanson Kirthi Kalyanam Requests for permission to copy any part of the material should be addressed to: PERMISSIONS DEPARTMENT THOMSON BUSINESS and ECONOMICS 5109 Natorp Boulevard Mason, OH 45040 Phone: (800) 423 -0563 © Copyright 2006, Thomson South-Western, a division of the Thomson Corporation

Part Two: Chapter Six Online Branding “There must be – and is – life beyond the 30 -second spot(現場、廣告插播). We must accept the fact that there is no mass media anymore, and leverage more targeted approaches. ” Jim Stengel, Chief Marketing Officer, Procter & Gamble © Copyright 2006, Thomson South-Western, a division of the Thomson Corporation

Shifting Landscape of Branding • Threats to traditional advertising include shrinking audiences, rising costs and competing technologies © Copyright 2006, Thomson South-Western, a division of the Thomson Corporation

Shifting Landscape of Branding • Threats to traditional advertising include shrinking audiences, rising costs and competing technologies • Tivo ad blocking and the Do Not Call registry restrict marketers reach © Copyright 2006, Thomson South-Western, a division of the Thomson Corporation

Shifting Landscape of Branding • Threats to traditional advertising include shrinking audiences, rising costs and competing technologies • Tivo ad blocking and the Do Not Call registry restrict marketers reach • Fears of the chaos scenario: a drop in mass media effectiveness with no equally effective marketing alternative © Copyright 2006, Thomson South-Western, a division of the Thomson Corporation

☆☆ Building Brands Online • Web spending, especially for keyword search, is expanding • Content and development central to online branding efforts • Improved multi-media technology increases web ad effectiveness © Copyright 2006, Thomson South-Western, a division of the Thomson Corporation

Advertising market in 2014 • http: //www. iab. net/research/industry_d ata_and_landscape/adrevenuereport (see page 12, 13, 20) Note: as of 3/7/2016, 2015 full data is not yet available © Copyright 2006, Thomson South-Western, a division of the Thomson Corporation

Evaluating Online Effectiveness • Four stages of establishing customerbased brand equity – Establishing the right identity © Copyright 2006, Thomson South-Western, a division of the Thomson Corporation

Evaluating Online Effectiveness • Four stages of establishing customerbased brand equity – Establishing the right identity – Creating appropriate brand meaning © Copyright 2006, Thomson South-Western, a division of the Thomson Corporation

Evaluating Online Effectiveness • Four stages of establishing customerbased brand equity – Establishing the right identity – Creating appropriate brand meaning – Eliciting the right brand responses © Copyright 2006, Thomson South-Western, a division of the Thomson Corporation

* Evaluating Online Effectiveness • Four stages of establishing customerbased brand equity 1. 2. 3. 4. Establishing the right identity Creating appropriate brand meaning Eliciting the right brand responses Forging appropriate customer brand relationships © Copyright 2006, Thomson South-Western, a division of the Thomson Corporation

Branding by Domain Name • Reinforce branding • Build traffic • Anticipate consumer behavior and mistakes • Memorability matters • Simplicity counts © Copyright 2006, Thomson South-Western, a division of the Thomson Corporation

The Challenge of Multiple Brands • Multi-brand companies must determine whether each brand stands alone or is linked by the common firm © Copyright 2006, Thomson South-Western, a division of the Thomson Corporation

The Challenge of Multiple Brands • Multi-brand companies must determine whether each brand stands alone or is linked by the common firm • A branded house treats all products as an integrated brand © Copyright 2006, Thomson South-Western, a division of the Thomson Corporation

The Challenge of Multiple Brands • Multi-brand companies must determine whether each brand stands alone or is linked by the common firm • A branded house treats all products as an integrated brand • A house of brands emphasizes product -specific marketing with few ties to other company brands © Copyright 2006, Thomson South-Western, a division of the Thomson Corporation

The Challenge of Multiple Brands BRANDED HOUSE Branding Advantages Efficient use of resources HOUSE OF BRANDS Lower cost of product introductions, brand extensions Focus on key users Avoids confusion Dominance in product category Reduces or minimizes channel conflict Online Advantages Traffic steered to single page Authority status of site through shared in-bound links Easier user tracking Focused content Simplified imagery Better measurement of brand-specific campaigns Online Challenges Complicates content choice Potential navigation problems Difficult to measure advertising effectiveness per individual brand Hinders cross-selling opportunities “Content fatigue” reduces likelihood of frequent customer visits URL Choices Homepage as umbrella Virgin. com/books Virgin. com/travel Separate URLs per brand www. tide. com www. pantene. com © Copyright 2006, Thomson South-Western, a division of the Thomson Corporation

Enhancing Brand Meaning • Online images and content reinforce brand personality and imagery • Digital content transforms a brand into an authority © Copyright 2006, Thomson South-Western, a division of the Thomson Corporation

Enhancing Brand Meaning • Online images and content reinforce brand personality and imagery • Digital content transforms a brand into an authority – The Stain Detective at Tide. com – Daily pollen counts at Allegra. com © Copyright 2006, Thomson South-Western, a division of the Thomson Corporation

☆ Enhancing Brand Meaning • Online images and content reinforce brand personality and imagery • Digital content transforms a brand into an authority – The Stain Detective at Tide. com – Daily pollen counts at Allegra. com © Copyright 2006, Thomson South-Western, a division of the Thomson Corporation

☆ Enhancing Brand Responses • Pairing traditional media campaigns with Web advertising helps drive customer response to a brand – Billboards, television have wide reach but limited information – Internet lacks wide reach but provides deep content, elaboration, reinforcement – A “handoff” strategy recognizes strengths and weaknesses of each media type • Online responses offer a swift, and lasting, response to brand crises © Copyright 2006, Thomson South-Western, a division of the Thomson Corporation

Forging Brand Relationships • Online content can deepen consumer attachment to a specific brand • Legacy drives brand connections and can be highlighted through online and multi-media content © Copyright 2006, Thomson South-Western, a division of the Thomson Corporation

Forging Brand Relationships • Online content can deepen consumer attachment to a specific brand • Legacy drives brand connections and can be highlighted through online and multi-media content • Brand communities place special emphasis on a brand or product and are powerful purchasers © Copyright 2006, Thomson South-Western, a division of the Thomson Corporation