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Student ID:

MKT 403: Electronic Marketing

E-Promotion Strategy

Learning Objectives

LO1: Understand the implications of internet on

the promotion strategy.
LO2: Explain the objectives of a promotion
campaign.
LO3: Discuss how marketers use the Internet for
promoting their offerings through the promotion
mix.

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Integrated Marketing
Communication (IMC)
 IMC is a cross-functional process for planning,
executing, and monitoring brand
communications through the promotion mix.
 Cross functional because every touch point that
a customer has with a firm or its agents help to
form brand images.
 IMC strategy requires a thorough understanding
of target markets, the brand, and other internal/
external factors.

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Promotion

Communications Tool Online implementation

Advertising Interactive display ads, pay-per-click search advertising, targeted ads in social
networks

Selling Virtual sales staff, site merchandising, assisted selling (including livechat) and affiliate
marketing

Sales promotion Incentives such as coupons, rewards, online loyalty schemes

Public relations Online PR and influencer outreach, blogs, e-newsletters, newsletters, social
networks, links and viral campaigns

Sponsorship Sponsoring an online event, site or service

Direct mail Opt-in email using e-newsletters and focused ‘solus’ emails

Exhibitions Webinars, virtual exhibitions and white-paper distribution

Merchandising Promotional ad-serving on retail sites, personalised recommendations and email

alerts

Packaging Virtual tours, real packaging displayed online

Word of mouth Social, viral, affiliate marketing, email a friend, links

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A. Advertising

 Online advertising began in 1994 when

HotWired sold the first banner ads to several
advertisers.
 Revenue in the Digital Advertising market of
Saudi Arabia amounts to $1,763mn (2018).
 Global revenue ranking of Saudi Arabia for
Digital Marketing is 22 (2018)

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Digital Advertising Methods

 Search Engine  Rich Media

Marketing Advertising
SEO, PPC

 Email Advertising
 Social Media  Sponsorship
Advertising
 Mobile Advertising
 Native Advertising
 Retargeting and
 Display Advertising Remarketing
 Video Advertising

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Search Engine marketing (SEM)

 Two main
types:
1. Search
engine
optimisation
2. Paid search
(pay-per-
click)
marketing Source: Reprinted by permission of Google, Inc. Google™ search engine is a trademark of
Google, Inc.

(PPC)

Figure 9.3 Popularity of different Google Search

features for a selection of 10,000 keywords

Source: MozCast (http://mozcast.com/features)

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What is SEO?
Improving positions in the natural listings.
‫ الزحف‬.1
 Processes include: ‫ الفهرسة‬.2
1. Crawling ‫ الترتيب أو‬.3
2. Indexing ‫التهديف‬
‫ طلب االستعالم‬.4
3. Ranking or scoring ‫وخدمة النتائج‬
4. Query request and results
serving

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Paid search marketing

 Examples Google Ads and
Microsoft Bing
Advantages Disadvantages

• Advertiser is not paying for • Competitive and expensive

the ads to be displayed • Inappropriate
• PPC advertising is highly • Requires specialist
targeted knowledge
• Good accountability • Time-consuming
• Predictability • Irrelevant
• Technically simpler than SEO
• Remarketing
• Prospecting with the
customer match
• Branding

 Social Media Advertising:

 Ad targeting based on user profiles as done
by Facebook, Twitter, LinkedIn.
 Organic and Paid
 Native Advertising:
 Paid ads that match the look, feel and
function of the media format in which they
appear.
 Non-disruptive. .‫غير معطّل‬

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 Display Advertising: ‫اإلعالن على الشبكة اإلعالنية‬

 Visual advertising.
 Includes leaderboard, banner, square,
skyscraper.
 Rich Media Advertising: ‫إعالنات الوسائط املتعددة التفاعلية‬
 Provides metrics on audience behavior
including number of expansions, multiple
exits, and video completions
 Formats include banner, expanding,
interstitial, lightbox, floating

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 E-mail Advertising:
 Email Campaign Managers like MailChimp,
Campaign Monitor, or ConvertKit used to send
mailers to the subscribers.
 Opt-in or Permission Marketing

 Sponsorships:
 Done through storytelling and branded content
(Integrate editorial content and advertising).
 Collaborative advertising

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Advantages and disadvantages of email

marketing
‫القابلية للتسليم‬
Advantages Disadvantages ‫• قابلية العرض‬
‫• اضمحالل استجابة البريد اإللكتروني‬
• Deliverability ‫• تفضيالت التواصل‬
• Relatively low cost
‫• كثيفة املوارد‬
• Direct-response mechanism • Renderability
• Faster deployments • Email response decay
• Ease of personalisation • Communication preferences
• Options for testing • Resource intensive
• Integration

 Mobile Advertising:
 In 2017, 22.85 million people accessed the internet
through their mobile phone. In 2022, this figure is
projected to amount to 26.44 million mobile phone
internet users(Statista)
 Techniques for mobile devices include:
• Display ads ‫اإلعالنات الصورية‬
• Messaging
• Location-based ads (Geo-targeting)
• Paid search
• Video
 Responsive design ‫تصميم سريع االستجابة‬
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 Retargeting and Remarketing:

 Retargeting refers to display ads which target users
who have interacted with your site in certain ways.
 Remarketing refers to emailing and re-engaging
people who didn’t complete a certain action on the
website.
 Video Advertising: Videos must be 6 seconds or shorter
 Skippable, Non-Skippable, Bumper, Overlay,
Display, Sponsored Cards

، ‫ وتراكب‬، ‫ و إعالنات صغيرة‬، ‫ وغير قابل للتخطي‬، ‫قابل للتخطي‬

‫ بطاقات دعائية‬، ‫عرض‬
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‫إدارة عالقات املؤثرين والتأثيرات عبر اإلنترنت‬

Online influences and influencers

relationship management
 What is online public relations?

 Public relations are about reputations. The

main online activity are media relations or
managing outreach with different online
influences or key opinion leaders.

Advantages and disadvantages of online

public relations
Advantages Disadvantages
• Reach cost • Limited control unlike online
• Credibility ‫املصداقية‬ advertising
• SEO • May generate negative as
well as positive comments

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C. Direct Marketing

 Direct communication designed to generate a

response.
 Online techniques include:
 Outgoing e-mail. .‫البريد اإللكتروني الصادر‬
 Targeted online ads that solicit a direct
response. .‫اإلعالنات املستهدفة على اإلنترنت التي تتطلب استجابة مباشرة‬
 Text messages (SMS).

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D. Sales Promotion
 These are short-term incentives that facilitate
the movement of products to the end user.
 Coupons
 Discounts
 Samples ‫عيينات‬
 Contests ‫مسابقات‬
 Sales promotions do not help build
customer relationships in the long term.

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E. Personal Selling

 Involves real time conversation between a

salesperson and customer, face-to-face, by
telephone, or by computer.
 Some companies provide real time sales
assistance online.
 Many websites have a live chat feature.
 Internet can also generate leads for
salespeople.

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