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The Internet and Interactive Media

The Internet and Interactive Media. Purvi Shah. What is WWW? Who owns WWW?. Do U Knw ?. World Wide Web. WWW is not synonymous with Internet . Internet is a global system of interconnected computer networks. Web is an application running on the Internet.

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The Internet and Interactive Media

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  1. The Internet and Interactive Media Purvi Shah

  2. What is WWW? Who owns WWW? Do U Knw?

  3. World Wide Web • WWW is not synonymous with Internet. • Internet is a global system of interconnected computer networks. • Web is an application running on the Internet. • In March 1989, Sir Tim Berners-Lee wrote a proposal about a database and software project he had built in 1980. • A NeXt computer - used by Berners-Lee as the world's first web server and also to write the first web browser, World WideWeb, in 1990. • The World Wide Web Consortium (W3C) was founded by Tim Berners-Lee in Oct 1994 at MIT.

  4. 2000-2002 Bust – 25% drop 2005 – Internet advertising at$10 billion Growth in Internet Advertising 1994 – Ads on HotWired 2006 – Internet advertising exceeds $16.2 billion 2011 (Projected) - $42 billion

  5. Y knw bout Web Mktg? Did U Knw? – “Shift Happens” !

  6. Internet Communications Objectives • Creating Awareness (new small cos) • Generating Interest (www.snapple.com) • Disseminating Information (www.weather.com) • Creating An Image (www.disney.com) • Creating A Strong Brand (www.pizzahut.com) • Stimulating Trial (www.startsampling.com) • Creating Buzz (snapple’s twitter page) • Gaining Consideration (www.cnet.com)

  7. Suxesful Websites ? Define: Suxesful Y r they suxesful? Discuss…

  8. 6 Cs of an Effective Website • Context • Customization • Content • Connections • Communication • Commerce • www.benjerry.com

  9. Advertising Sales Promotions Personal Selling Public Relations Direct Marketing IMC with Internet The Internet should be integrated with:

  10. Internet Advertising • Banners • Sponsorships • Pop-Ups/Unders • Interstitials • PUSH Technologies • Links • Paid Search • Behavioral • Rich Media • Contextual • Others (Podcasting, RSS, Blogs)

  11. Banner ads

  12. Standard banner ad sizes Source: IAB 2009

  13. Pop-up ads

  14. Contextual ads KBB - Pontiac Ad Interstitial ads XBOX

  15. Internet – Sales Promotion www.BathAndBodyworks.com www.Aeropostale.com

  16. Internet – Personal Selling www.Avon.com

  17. Internet – Public Relations www.Chrysler.com(experience)

  18. Internet – Direct Marketing • Email (www.mailchimp.com) • Infomercials - Famous Infomercial • Parody • E-Commerce (Amazon, ebay, Xerox)

  19. FUN TIME …

  20. Internet Effectiveness – Measure it ! • Internet Specific • Clicks • Post-click conversions • Cost per conversion IAB Glossary

  21. Internet Effectiveness – Measure it ! • Cross Media Optimization Studies • Traditional Measures • Recall • Retention • Sales • Usage/Attitude Surveys

  22. Internet Effectiveness – Sources? • Arbitron • MRI & SMRB • Ad Analyzer • Audit Bureau of Circulations • Interactive Advertising Bureau • eMarketer • Nielson Net Ratings • Jupiter Research ABC - Free Reports

  23. Weigh it out! Wot r the Pros & Cons of the Net? THINK…

  24. Internet - PROs • Targeting capabilities • Message tailoring • Interactive capabilities • Information access • Sales potential • Creativity • Exposure • Speed • Complementing other IMC elements

  25. Internet - CONs • Measurement problems • Annoyance • Clutter • Potential for deception • Privacy • Irritation

  26. Interactive Television Other Interactive media Mobile Interactivity

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