Promotion (行銷推廣)

參考資料：

Judy Strauss, Adel I. El-Ansary, and Raymond
Frost, E-Marketing, Prentice Hall, 2006.

Chap 13: E-Marketing Communication.
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Environment, Strategy, and
Performance (ESP Model)
E
Legal - Ethical
Technology
Competition
Other factors
Internet
Markets
SWOT
S
P
E-Business
Strategy/
Model
E-Marketing
Strategy
Implementation
Marketing Mix
Performance Metrics
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Link E-Business with
E-Marketing Strategy

E-marketing strategic planning occurs in two
highly interrelated tiers:
Tier 1
tasks
Tier 2
tasks
Targeting
Differentiation
Segmentation
Positioning
E-Marketing Strategy
Offer
Value
Communication
Distribution
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Overview


The EDietShop Story
Internet Advertising


Marketing Public Relations (MPR)


Web Site, Community Building, Online Events
Sales Promotions


E-mail, Wireless, Web Site Advertising
Coupons, Sampling, Contests/ Sweepstakes (競賽/ 抽獎)
Personal selling
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1. The EDietShop Story

http://www.edietshop.com/
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The EDietShop Story

EDietShop (http://www.edietshop.com/)



A retail web of manufacturing sugar-free
products and a variety of gourmet (美食者) diet
(日常飲食) foods.
For a target market of 15 million diabetics (糖
尿病患者).
Offers customers at warehouse pricing.
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The EDietShop Story

Use online advertising plan: to draw the
audience to their web.



Banner ad exchanges with other sites.
Keyword advertising on search engines by terms
“sugar free” and “low fat”
Purchase advertising time on the cable TV Food
Channel (combine traditional media).
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Promotion Mix (推廣組合)

Advertising (廣告)


Marketing Public Relations (MPR) (公共關係)


非付費的非人員溝通方式 (例如新聞報導、記者招待
會、出版刊物)
Sales Promotions (促銷)


付費的媒體傳播方式 (例如電視、報紙、雜誌、戶外
廣告)
短期提供額外的誘因，以吸引消費者提前購買或多
購買的活動 (例如折價券、贈品、樣品、搭配促銷)
Personal selling, face-to-face (人員推銷)


付費的人員溝通方式 (利用業務員)
Inappropriate for use online. →智慧型代理人
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2. Internet Advertising

Advertising


廣告主利用付費的大眾媒體，將特定訊
息傳送給特定的目標顧客，以進行產品
與服務的推廣
Internet Advertising



E-mail Advertising
Wireless Advertising
Web Site Advertising
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2.1 E-mail Advertising

The least expensive type of online advertising,


a few sentences of text embedded in another firm’s content.
Advertisers purchase space in the e-mail sponsored by
others (e.g., Hotmail).
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2.2 Wireless Advertising

Content sponsored advertising
for mobile devices


E.g. PDAs, cell phones and
laptop computers (手提式電腦)
Companies such as AvantGo offer
free news and other content to
mobile users, sponsored by a
third party advertiser.
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Messages

Short message services (SMS), Multimedia
message services (MMS)




sent by one user to another with a cell phone or PDA.
Communicate quickly + inexpensively.
Is easy = users do not have to open e-mail to send or
receive. They simply type the message on the phone
keyboard.
A successful messages


Short, personalized, interactive, and relevant
E.g. Notification of an upcoming flight delay
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Location-based Marketing



Promotional offers that are pushed to
mobile devices
Cstomized based on the user’s physical
location.
The technology

A global positioning system (GPS).
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2.3 Web Site Advertising
(1) Banners, buttons: occupy designated space
for rent on Web pages


Buttons are square (正方形) or round (圓形)
Banners are rectangular (長方形).
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Banners, Buttons




Click-through to the advertiser’s
Web site,
Some banners sense the position
of the mouse on the Web page
and animating faster as the user
approaches,
Built-in games,
Drop-down menus, check boxes,
and search boxes to engage and
empower the user.
BuyComp Interactive Banner Source: www.buycomp.com
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Web Site Advertising
(2) Sponsorships (贊助)


integrate editorial (編輯者的) content and
advertising
Sponsorships are important on the Web:


Banners are easily overlooked (忽略) by users,
More firms build synergistic partnerships to provide
useful content.
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生寶臍帶血銀行

贊助台北愛樂電台 (生寶媽媽日記)

http://www.e-classical.com.tw/ad/healthbank/
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Web Site Advertising
(3) Search Marketing

Keyword (contextual) advertising


refers to word buys at search engine sites.
Slotting Fees (安排位置之費用)


“A fee charged to advertisers by media companies to
get premium (特別) positioning on their site,
category exclusivity (獨佔) or some other special
treatment”.
Many search engines charge slotting fees for the top
positions of search results.
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Yahoo!奇摩：搜尋排序優先

http://tw.search.yahoo.com/smatch/smatch.html
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Web Site Advertising
(4) Interstitials (插播式廣告)


如同電視在正規節目之前的廣告，點選超鏈結後，跳
出一個約十秒鐘的廣告，然後點選的網頁才出現
未能成長之主因：give the impression of lengthening
user waiting time.
(5) Daughter windows = pop-ups


Ads appearing in a separate window that overlays the
current browser window.
People are irritated (激怒) by daughter windows because
users must close them.
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Web Site Advertising
(6) Superstitials (超插播式廣告)、Shoshkele
(or floater 浮動廣告)


are video like ads that appear when a user moves her
mouse across a page.
use Flash and Java to make them entertaining and
fast.


http://www.ogilvy.com.cn/work/wwf/sand/yahoo.html
優於Interstitials：


loads behind the scenes and doesn't appear until it is fully
loaded on the user’s computer
廣告大小不受限制、不會隨著網頁一起出現、廣告出現
在瀏覽過程間隔
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Web Site Advertising

一些製作Rich Media之網路廣告公司及其作品
範例網址

United Virtualities


Eyeblaster


http://www.unitedvirtualities.com/
http://www.eyeblaster.com/products/rich_media_formats/
Unicast

http://www.unicast.com/gallery/?industry=0&format=0
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3. Marketing Public Relations

MPR

指企業公關或行銷部門提供新聞稿、公關稿
及產品訊息給媒體，主要目的在建立企業良
好形象



台達電推動「一人一筷，抗暖救地球」
玉山銀行推出王建民認同卡，贊助台灣青棒發展
等活動
During the week of the MTV Music Awards,
MTV.com site traffic increased by 48% as people
logged on to learn more about the stars nominated
(提名) for awards.
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3.1 Web Site

Web sites are MPR tools


Firms usually include press releases about brands on
their Web sites and send them electronically via e-mail
or the Web to media firms for publishing.
Advantages:


The Web is a low-cost alternative to paper brochures
(小冊子) or press releases sent in overnight mail.
Web page content is always current = Product
information is updated in databases.
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博克來網路書店

http://www.books.com.tw/isi/needyou2001.htm#1
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3.2 Online Events


Online events are designed to generate user interest
and draw traffic to a site.
Example: 1999 Victoria Secret (維多利亞的秘密)
held a Web-based fashion show (線上時裝秀).



Announced it in advertisements in the New York Times,
Super Bowl football game, and other traditional media.
1.2 million visitors, an 82% increase in Web traffic and
the firm’s Web servers could not handle all the traffic.
Example: 夢想家的網路生存遊戲，找來自願者
關在房裡與世隔絕，只能利用網路與外界溝通。
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4. Sales promotions


Short-term incentives of gifts or money that
facilitate the movement of products from producer
to end user.
Include coupons (折價券), product sampling (樣
品), contests (競賽), sweepstakes (抽獎), and
premiums (額外獎金，free or low-cost gifts).


Coupons, sampling, and contests/sweepstakes are
widely used on the Internet.
Results: build brands, build customer databases,
and support increased online or offline sales.
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4.1 Coupons 折價券

Online coupons
delivered and send
e-mail notification as
new coupons become
available


Ex: 肯德基,達美樂…
Provides local coupons
(search the database by
zip code).

Ex: H.O.T! coupons
(http://www.hotcoupons.
com/)
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4.2 Sampling 樣品

Some sites allow users to sample digital
product prior to purchase.

Software companies provide free download of
fully functional demo versions of their products:


Software expires in 30-60 days,
Online music stores allow customers to sample
30-second clips of music before ordering the
CD.
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4.3 Contests (競賽) and
Sweepstakes (抽獎)


Contests require skill / sweepstakes involve pure
chance.
Goal: draw traffic + keep users returning.




Create excitement about brands
Persuade users to move from page to page on a site =
increase site stickiness (黏).
Users return to the site to check out the latest chance to
win.
E.g. every visitor who registered on the site was eligible
(具有資格) for the free round-trip ticket (來回機票).
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麥當勞：遊戲+折價券

http://www.mcdonalds.com.tw/campaign/
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5. Personal selling




指利用人員來進行產品或服務的銷售
實體銷售中業務員促銷即為一種人員銷售
在網路世界中，能以智慧型代理人來與顧客互動
mySimon(www.mysimon.com)與
PriceScan(www.pricescan.com)即是一種購物代理人
mySimon 畫面
PriceScan 畫面
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