Communications Media - Tools for disseminating information such as online video, newspaper, email. Marketers select best combo of tools to reach their target and achieve goals. TV, radio, magazine, newspaper, direct mail, internet all have different reach, media richness, involvement levels, CPM and flexibility. See Exhibit 14-3
Physical Media - Paid = newspapers, magazines, billboards. Free =
Mail, flyers, posters, street buzz, PR. Line between digital media
and traditional media keeps getting more blurry. Ex. TV show onto Hulu.
Pointcast Media - Electronic media with capability of transmitting to just one person. Such as email and cell phone networks.
Digital Media - Electronic tools used to store, transmit and receive digitized information. Paid = Web page, blog ads, paid search (keyword buys), paid search site listings, TV program ads, ads in email, sponsored mobile content, video game placement. Free = Web site, blog, email to list, natural search, social network profile, online community, virtual world.
Digital Media Pros - Selective targeting, flexibility of message, global reach no issue and interactivity.
Digital Media Cons - Inability to reach mass audiences, can't reach 30% of pop that's not online, speed connectivity, tough audience metrics.
Reputation Aggregators - Web sites that rank web sites, products, retailers or other content. Reputation is pure perception, gather these perceptions in an organized manner. Are a social media since rely on user input for ranking. Ex. Google (popularity), Youtube (search), Tripadvisor (hotel ratings).
Vertical Search - Reputation aggregators with very specialized topics (search in a site). Ex. LinkedIn people search. Growing in popularity as it helps users find what they want quickly.
Search Engine Marketing (SEM) - Act of marketing a website via search engines by improving rank and/or buying paid listings.
Natural Search / Organic Search - Optimizing a website so it will appear as close as possible to the first search engine results page.
Search Engine Optimization (SEO) - Act of altering s site so it does well in natural search. Each search engine has different criteria. Google is concerned with quality links to a site (from a .edu is seen as more quality than .com).
Keywords - Words users type into search query to find what they seek. Meta tags hold keywords. Use web logs to see what words their visitors type into search engines before entering their site, use web tools such as Google AdSense to find unique words and by polling customers.
Paid Search - Advertiser pays reputation aggregator a fee for directory submission (pay to be included in a searchable directory), inclusion in a search engine index (Paid Inclusion) or to display their ad when a user types a particular keyword (Keyword advertising).
Online Communities:
Wiki - Software that allows users to collaboratively create, edit, link and organize the content of a website.
News Aggregators - Use web software to bring news from many sources to one place for easy reading. Ex. Google reader, Daily Beast, RSS feeds, Digg.com.
LISTSERV - An email discussion group with regular subscribers. This constitutes a special interest community.
Product Review Sites - Social media e-commerce sites where consumers create the product and online retailer ratings.
C2C - Consumer to consumer buying. Ex. Ebay (auction) or craigslist
Social Bookmarking Sites - share favorite websites and and comment on them. Ex. stumbleupon.com
Online Gaming - Single player and multi-player games are a fast growing community.
Blogs - Online diaries frequently updated and presented in chronological order on web pages. Is a social media due to the level of commenting. Personal blogs and corporate blogs. Great tool to engage consumers. Can help attract or push user to main HUB site.
Social Networks - Social structures made of nodes that are tied by one or more specific types of interdependency such as values, visions, idea, financial exchange, friends, kinship, dislike, conflict, trade, web links.
Other: iVillage for women, Rate my professor, Rate MD, etc.
7 Steps Build Online Community - Observe, recruit, evaluate platforms, engage, measure, promote, improve.
Which Media To Buy? The job of media planners.
Effective Internet Buys - Goal # of people then focus on buying space at reputation aggregators.
Efficient Internet Buys - When audience of media buy matches the target. Measured via CPM (cost per thousand) = ad's cost divided by audience size then multiplying by 1,000. Size is measured by web impressions (number of times an ad was served to unique site visitors).
This is definitely a helpful summary, although I somewhat disagree with the Digital Media Cons Section. Digital Media still has the capability to reach a mass audience, probably a larger target segmentation than most Tradiational Media, however there is still a lack of penetration in the Digital Divide without creating a supplemental traditional media campaign to round out their IMC (yes, I used Prof. Christy's hated Cliche word).
ReplyDeleteKeep in mind, Ashley, that internet penetration is still significantly less than traditional media, even in developed countries. It stands currently at 70%/75% penetration in the U.S., meaning that one losses access to 25% of a market if only online media is used.
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