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marketing opportunities and challenges faced when using internet marketing
marketing opportunities and challenges faced when using internet marketing
internet marketing in a marketing context
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Broad Markets
Goals (monthly)
Exposures Conversion Rate Conversions ATV
900K .1% 4 $750
Top 3 Sites
Website Impressions Traffic Visitor Profile Demographic Segmenting
Facebook.com 100,000 About 124M Methodical Spontaneous
-18-52 years old
-Male & Female
Twitter.com 100,000 About 27M -College student or graduate
-Income $28-$100k+
-Any ethnicity
-Interested in starting a business or developing business marketing
Linkedin.com 100,000 About 60M
Ad Formats
The ad format for broad marketing will be static images. All three websites will use the same image for branding consistency and so that each campaign can be easily calculated. The image will have a brand heading, message describing the promotion (10% off), and the same call to action. These variables will be changed monthly to calculate the effectiveness. The imagery will be simple and the text will target startup and small to medium sized businesses.
Messaging Strategy
The messages’ main objective is to spread brand awareness and to present WebCom Marketing’s website and design solutions, along with a promotion, and a call to action. The solutions will include: marketing management, online advertising, and marketing agency solutions. The messaging will target methodical visitors by emphasizing WebCom Marketing’s as an alternative solution to having in-house marketing costs, and WebCom Marketing’s expertise. Separate messages will target spontaneous visitors by providing last minute solutions for businesses.
Main Goals of Ad Exposures
The main goal of the ad exposure is to consistently create similar brand awareness across each broad marke...
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...isitors are more likely to search for more universal terms than non-brand specific terms.
Once the visitor has landed on the landing page, they are now considered a conversion. Other results that will be measured are the landing page’s ability to retain the visitor, the call to action’s ability to capture the visitor, and other notes about the visitor’s behavior.
Special Offers and Incentives
SEO discounts will be similar to the other campaigns’ 10%, initially, and it will be recorded by the means of number of clicks, and filling out the specific form, or providing the promo number over the phone. The offers on the landing pages and mediums used will include a expiration term to support acting quickly.
Visitors Conversions Revenue Cost Discounting Percent Cost/Revenue Ratio
675 7 $5,063 $3,500 10% 79.14%
Summary of Projected Revenue and Costs (monthly)
Once the target market has been identified it is important to develop a marketing strategy. In today's fast paced, information overloaded society; conveying a message about a product seems to be more difficult than ever. The consumer is bombarded with advertising everywhere they look. Today advertising not only exists on television, radio, magazines, and newspapers, it can be found on billboards, park benches, in our mailboxes, on buses, taxis, at sporting events, and on clothing.
Berkman, Herald W. and Gilson, Christopher. Advertising: Concepts and Strategies, 2nd ed.. (New York: Random House, 1987). 244.
For most companies, advertising can be a costly affair. On the one hand, customers are getting more information about new products, goods and services. While, on the other hand, it has to be effective, noticeable and remembered long enough to make potential customers into actual ones.
This magnification in information technology and systems has coerced the way marketing is carried out in the world today. There are different ways to conduct advertising that was not there before. The online platforms have eased e-commerce and payments being made through the competitors. Therefore, a competitor may capitalize on the online platforms and succeed, but by so doing forget the people who use traditional methods of communication, such as television sets and newspapers. As a result, it necessitates for a more integrated approach to advertising. There is the need to account for every single user in the target market.
Mohammed & Alkubise (2012) found out that online advertising with global reach, variety media platforms and interactive services has increase the effectiveness of advertisement in attract people
Digital marketing is a growing field that “promotes products or brands via one or more forms of electronic media.” Examples of “advertising mediums that might be used as part of the digital marketing strategy of a business could include promotional efforts made via the Internet, social media, mobile phones and electronic billboards, as well as via digital and television and radio channels” (businessdictionary.com) This method of advertisement makes a digital marketing analyst necessary to help navigate a company through the proper marketing channels.
..., M. A., Kerr, G.E., & Powell, I. (2012). Advertising and promotion. An integrated marketing communication perspective. North Ryde, N.S.W.,Australia: McGraw-Hill Aust. Pty. Ltd.
The online platforms such as websites and portals deployed by BMW often provide a registration form for customers or visitors to register. BMW then uses this information captured by the forms to facilitate direct sales, promotional campaigns, provision of information such as newsletters, etc. This ultimately facilitates brand awareness, customer retention, aside from enabling BMW to learn more about customers’ online behavior and potentially improve its customer relationship management practices. It is an effective strategy as it allows for a fast, secure, and personalized interaction between BMW and its audience. It is important, however to realize that even though it is effective, email marketing has got its limitations in the sense that e-mails may fail to be delivered to recipients, thereby decreasing the scope of its impact.
According to the Handbook of Media Management and Economics, marketing is “the art and science of satisfying consumer needs.” Marketing campaigns are strategic plans that will allow a company to push their consumer into buying their product. A good campaign will identify the consumer, their consumer’s needs and desires, and what the consumer needs to experience to convince them the product will fulfill that need or desire. T...
Advertising is the form of communication used to persuade or influence viewers, listener’s i.e. audience. Advertising leads consumer to an action. Company spend a huge amount on advertising to attract consumers. Three things by which consumer gets attracted are words, message and medium. Many advertisers increase consumption of their goods through branding which usually involves the product name or product image and link with certain qualities straight in the minds of the consumers. As we all know the main purpose of the advertising is to motivate the customers about the product or service is the best and building up the image.
Romaniuk, Jenny. “The Efficacy of Brand-Execution Tactics in TV Advertising, Brand Placements, and internet Advertising.” Ehrenberg-Bass Institute for Marketing Science (2009). Web. 23 March 2012.
Tellis, Gerard J., and Tim Ambler. The Sage Handbook of Advertising. Los Angeles: Sage Publications, 2007. Print.
These promotion strategies of marketing mix are developed around the customer’s needs, wants, habits, characteristics, attitudes, location, etc.All the Promotion strategies are the most effective and important communication vehicle for marketers. The strategies of promotional activity help the marketers to enhance the paths for reaching towards their goals. It’s a free GUIDE or method or creating and increasing sales for producers or marketers. After selecting the target market it is the next major step for marketers to reach that target market and encourage people to buy more and more through all tools of promotional strategies. The widely used division of promotional strategies helps in three ways:
In 2010, five major industries spent a whopping $4.2 billion in ad expenses. Since then, the cost of advertising has skyrocketed (Teixeira 2014). With such a massive amount of money, comes an elaborate strategy to make these ads effective. While slogans give an iconic message, methods such
The holiday season is a critical time for retailers. On average, approximately 30 percent of all sales have traditionally occurred between the Friday after Thanksgiving and Christmas, with jewelers and certain other retailers reporting that the holiday season accounted for 40 percent or more of their total annual sales. In recent years, an increasing number of shoppers have been turning to e-commerce sites instead of brick-and-mortar stores for their holiday shopping. For 2016, e-commerce sales are expected to increase by almost 14 percent although total retail sales are expected to increase by only 3 percent. If the predictions prove true, 2016 could be the first holiday season in which e-commerce 's share of holiday sales exceeds 10 percent.