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Strategic Media Decisions

Strategic Media Decisions. New Media Technology Chapter 10. New Media. Internet Intranet Wireless Other business apps Computer Based Training Kiosks Web-based seminars Ad screens Home and personal entertainment. Internet. Internet goals Channel Churners Matchmakers

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Strategic Media Decisions

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  1. Strategic Media Decisions New MediaTechnology Chapter 10

  2. New Media • Internet • Intranet • Wireless • Other business apps • Computer Based Training • Kiosks • Web-based seminars • Ad screens • Home and personal entertainment

  3. Internet • Internet goals • Channel Churners • Matchmakers • Digital Destination • e-Bazaars • Sites can have multiple goals

  4. Channel Churners • GOAL: Build and maintain traffic • Survive via advertising revenue • Know their visitors well • register visitors • conduct surveys • analyze visitors

  5. Matchmakers • GOAL: Lead generation • Formal leads: obtained via registration, surveys; contests, etc. • Example: MortgageLocators.com; IThinkInc.com • Informal leads: more like a traditional ad; AIDA

  6. Digital Destinations • GOAL: Brand awareness and enhancement • Sites correspond to Brand name • Offer information, entertainment and editorial • Examples: Nike.com; Tide.com; American Girl.com

  7. e-Bazaars • GOAL: Sales • Click & Mortar / electronic stores • Stand-alone entities or electronic outlets of traditional Brick & Mortar stores • Examples: adidas.com; APTElectronics.com

  8. Intranet • A company’s internal network of information and communication • Often the established home page of business users • Seen every day, often multiple times a day • Advertising / Profit Center possibility?

  9. Wireless • The most common wireless application in the world is telecommunications • Wireless communications also delivered on PDA’s and handheld computers • Using different forms of HTML • XHTML MP • WAP CSS • Digital/wireless business applications • Computer based training • Kiosks • Web-based seminars • Digital ad screens

  10. Computer based training • Tutorials and demonstrations • now in virtual reality • Online classes • text, quizzes and examinations • Product trial • sometimes virtually

  11. Kiosks • Free standing computer terminals equipped with touch screen technology • Provide and obtain information from users • Examples: KIS Kiosks

  12. Web-based seminars and conferences • Digital demonstrations and education as a sales /communications tool • Allow customers to participate in real-time demonstrations and presentations from comforts of the customers own office or cube • Example: WebEx

  13. Digital ad screens • Touch screen entertainment and advertising • Available in taxis and elevators • Examples: Captivads; Kota Media

  14. Home and personal entertainment • Digital music and video • DVDs and CDs include ads, bonus features and Internet links

  15. New Media Content • Most important aspect of content is INFORMATION • Think PR, not advertising • Provide all of the information you can, space is not an issue

  16. New Media Content • What should you offer?

  17. Summary • Considerations and characteristics of New Media applications • Internet and Intranet • Wireless • Specific business applications • Home and Personal entertainment

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