E-Commerce Marketing

Communications
Duel Purposes of Marketing Communications:

1. Promotional Sale Communications

Suggest the consumers “buy now” and make
offers to encourage immediate purchase.

2. Branding Communications
Focus on emphasizing the differentiable
benefits of consuming the product or service
Major Ways of Marketing Communications:

1. Online Advertising

2. E-Mail Marketing

3. Web Site (Itself as a Marketing

Communication Tool)
1. Online Advertising
A paid message on the website, online service, or other
interactive medium

Some Forms of Online Advertisements:

Display ads
Banner Ads - Rectangular box linking to advertiser’s Web site

Pop-Up Ads - Appear without user calling for them

Rich media
Using Flash, Java, JavaScript etc.

Video ads
 Forms of Online Advertisements (continued)

 Search Engine Advertising

Paid inclusion or ranking

 Inclusion in search results
 Sponsored link areas

 Mobile and Local Advertising

Messaging
 Especially effective for local advertising

 Referrals
Permits firm to put logo or banner ad on another firm’s Web site from
which users of that site can click through to affiliate’s site.
 Online Catalogs

Equivalent of paper-based catalogs

Graphics-intense; increases broadband use

In general, online and offline catalogs complement each

other

Social network advertising

Facebook, Twitter, Blogs, etc.
2. E-Mail Marketing
Low cost, primary cost is purchasing addresses

3. Web Site Itself as a Marketing

Communication Tool

 Web site as an extended online advertisement

 Domain name: Has an important role

 Search engine optimization

Mixing Online and Offline Marketing
Communications

 Most successful marketing campaigns

incorporate both online and offline tactics

 Offline marketing
Drive traffic to Web sites
Increases awareness and build brand equity

 Consumer behavior increasingly multi-channel

60% consumers research online before buying offline