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CHAPTER 12: Promotional Mix. Article Summaries Presented by: Jason Beinstein Heather Hart Eric Mollo. Search Engines Make sure you are indexed! Only 15-20% of all websites are indexed, and it is an easy way to gain traffic. Linking Strategies

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chapter 12 promotional mix

CHAPTER 12:Promotional Mix

Article Summaries Presented by:

Jason Beinstein

Heather Hart

Eric Mollo

the eight essential types of internet promotion by dr ralph f wilson
Search Engines

Make sure you are indexed! Only 15-20% of all websites are indexed, and it is an easy way to gain traffic.

Linking Strategies

The more links to your website, the more traffic there will be. Give internet searchers something to find!

Viral Strategies

Design a strategy that encourages others to carry your marketing message. Become like a virus and spread your message through other’s networking relationships.

Public Relations

Free is Free! If you gain media attention and receive free publicity, traffic will boost immensely!

Traditional Media/Paid Advertising

Before internet promotion traditional medias were the only source of publicity. Now that the internet is readily available it has become one of many important medias, not the only. Do not discard the rest!

E-mail Publishing

Be proactive, not reactive! Find ways to invite the consumer to your webpage. Sitting back and waiting is not the answer!

Networking

News Groups and E-mail discussion groups are just the start. The more connections you can make the more effective you can be!

The Eight Essential Types of Internet Promotion by Dr. Ralph F. Wilson
step right up advergaming
Why?

Websurfers:

spend 6 hours a week playing online games

80 million current

Video game medium strengths:

interactivity

immersion

scalability

intense user involvement

addictive

Results…

Purchased:

across the entire network

targeted at segments

Features:

Guaranteed delivery and measurement

Integration of brands into gamer’s universe

Current Standing:

best promotion strategy

customer base increase 4X

Step Right Up - Advergaming
internet minimovies
BMW pioneered the use of these ”mini” movies at a Cost of $15 million.

In a four month time period there were 6 million downloads of the movies and the visitors stayed an average of 16 minutes

Overall BMW films have had over 100 million views

Other companies to use this promotional method include American Express, DKNY, and Volvo and Mercedes

Try to create content people want to watch that is opt in, rather than opt out

Attempt to reach consumers where they are spending more and more time; the internet.

Viral Marketing has proved to be successful in this type of advertising

Internet Minimovies