Study Unit 3 Flashcards
(19 cards)
What’s the digital divide?
It’s the existing gap between the wealthy and the underprivileged.
It’s the existing digital and ICT gap between 3rd World and Developed countries.
Although attempts have been made to bridge the divide (attempts such as tele-centres, digital villages, mobile training centres), there are still factors contributing to the divide (factors like expensive telephone and Internet services, Internet inaccessibility, poverty, and illiteracy).
What are some of the key terminology in Integrated Online Communication (IOC)?
Key terminology:
Internet WWW Intranet (private network - for employees) Extranet (same as intranet, but open to 3rd parties) Email Internet phone and picture phone Usenet Mailing lists Electronic news and newspapers Online marketing Corporate website Internet resources
What are the Integrated Online Processes?
They are components of the promotional mix for websites.
They are online marketing, online advertising and online public relations.
Online Marketing has led to online marketing communication techniques such as online sales promotion through coupons and sampling offers, as well as online direct marketing through e-commerce and auxiliary services.
Online Advertising creates awareness, communicates the benefits of a product or service, and promotes the trial of the product and urges action.
Online Public Relations aims to influence customer attitudes and behaviour through news, media releases, speeches, educational programmes, and corporate identity materials.
What’s the nature of Online Marketing?
Online marketing is characterised by the rapid growth in business to consumer market as well as faster growth in business to business market.
Online marketing sees organisations using corporate websites, extranets and intranets, which are transforming customer and employee relations.
Two factors that have accelerated the growth of online marketing are technological and economical factors.
Technological factors forced growth through better Internet connection, more RAM, better online security and new technology development.
Economical factors forced growth through relevance online purchasing systems, and lower prices of computers and Internet services.
The WWW creates a pull mechanism as it allows customers to seek out the organisation’s offerings. The WWW is interactive and personal and thus, enforced a two-way communication between the consumer and the marketer.
Online Marketing is now about reaching the right people, at the right time, in the right context by paying attention to personal interaction, interactivity and feedback. The three objectives are brand development, income generation, an customer service support.
What is the online marketing mix?
Online product
Online price
Online distribution
Online promotion
What are the 10 C’s of online marketing?
Customer
Corporate culture
Convenience
Competition
Communication
Consistency
Creative content
Customisation
Coordination
Control
What are the differences between online marketing and traditional marketing?
Although they have the same objectives: to increase sales and profits, they have some differences too.
Online marketing complements and achieves synergy with traditional marketing. However, traditional marketing uses traditional media.
Online marketing sells directly to the individual whereas traditional marketing markets to the masses.
Online marketing creates a pull environment while traditional marketing creates a push marketing environment.
Online marketing supports a two-way marketing, but traditional marketing supports one-way marketing.
Online marketing focuses on online brand management which has become consumer-centric, whereas brand management in traditional marketing is product and profit focused.
The market segmentation and demographic research in traditional marketing is more reliable than online marketing’s environmental scanning.
What Internet resources are available?
Corporate websites
Electronic newsletters
Online marketing forums
Discussion forums and multimedia
Bulletin boards
Newsgroups
Mailing lists
Databases
What online marketing applications are there?
E-commerce (cyber malls)
Online market research (web analytics)
Customer service and online support ( FAQS, specs)
E-mail marketing
SMS marketing
Online advertising
How can online marketing integrate with traditional marketing?
They should be fully integrated with the organisation’s marketing mix. It would be more valuable to the organisation’s marketing objectives of synergy is achieved.
It’s important to use traditional media to crest public awareness of the organisation’s website and online activities.
What are push and pull mechanisms?
Push mechanisms are manifested in the form of push media such as print, radio and TV. It is one-way communication form. However, web pages can also be pushed through web casting and screensaver advertisements.
Pull mechanisms are when consumers seek out organisations or companies websites because they’re attracted or interested in the benefits they offer. Customers are proactive and select the messages they want.
What are the advantages and disadvantages of online marketing?
The advantages of online marketing are tremendous.
It reaches a global audience.
Messages are available 24/7.
There’s an unmatchable return on investments.
People who are able to afford the product react to online marketing messages.
Marketing occurs through a customer-driven channel.
Multimedia makes the messages more appealing.
Online marketing allows organisations to link directly to customers.
Organisations profit more by cutting out intermediary costs
Online marketing is cost effective and small organisations can compete equally with large organisations.
On the other hand there are also disadvantages.
Unfortunately, online marketing can only reach people who are able to buy a computer and afford Internet and telephone costs.
Barriers such as computer illiteracy and the digital divide contribute to the disadvantage.
Many people prefer personal or face to face service.
Organisations don’t know how to take competitive advantage of online marketing.
There are still problems with correct and secure online payment systems.
The credibility of a website is a concern.
Organisations still don’t know how to fulfil customers online needs, or how to retain online customers.
What is Social Media Marketing?
It’s a technique that employed social media and social influencers to achieve business marketing and business needs.
Social Media Marketing is an addition to online marketing, but focuses on social media content and communities, where social media applications strategically uses ordinary conversation for brand-building.
Social Media Marketing can pose a threat to the organisation’s online reputation if they receive negative eWOM.
What’s eWOM?
eWOM uses the Internet as a platform to spread a communication message, positive or negative stories about the organisation’s product or service.
Organisations should use eWOM benefits to create awareness of the organisation’s products and services for brand-building purposes through social media marketing.
What are social media content platforms?
They complement traditional and online marketing strategies. Social media is user generated content created by the public and is distributed in the Internet.
What Social Media platforms are there?
Networking sites
Social news sites
Social bookmarking sites
Video sharing communities
Photo sharing sites
Professional networking sites
Web based encyclopaedia
Community answer sites
Blog networking communities
Social media aggregators
Micro-blogging
Blog publishing
Social web content discovery
Social media searches
Social event calendars
Mobile phone platforms
How can organisations create a social media strategy?
They should consider a competitive differentiation by increasing their visibility, market share growth by increasing revenue in a specific market segment or brand expansion by creating new and appealing content.
What social media communication tools and tactics are available?
Twitter and micro-blogging
Fan page
Blogs
Product blogs
Games, competitions, incentives
Sponsoring of content category
Message boards
Podcast
Vlog
Wiki
Video advertisement
Online social media press release
Mobile platforms
What is Mobile Marketing?
Mobile marketing is how marketers communicate content about their product ad service to target markets via a cellphone because a cellphone is usually switched on, is within reach of the customer and is a very individual device.
It’s a form of marketing communication using mobile communication techniques to promote goods and services.
It’s reliant on applications such as WAP, SMS, and MMS.
Consumers can subscribe to a branded channel. This gives organisations an opportunity to engage with customers on a deeper level, increase brand loyalty and augment consumer retention.
Mobile marketing enables contextual marketing since one device means one customer. In other words, organisations use the Internet o provide customers with relevant information in the right context and real time.
However there are limitations an challenges in mobile marketing. These are small screen size of the cellphone; limited bandwidth; device diversity; limited set of visual and audio capabilities, and consumer’s trust and their perception of personal intrusion poses a challenge. Another challenge is permission-based regulations.
The mobile medium is more complimentary to current marketing communication strategies and strengthens the organisation’s brand.
