comm 3353: communication web technologies i chapter 6b: web marketing and public relations,...

COMM 3353:Communication Web Technologies I

COMM 3353:Communication Web Technologies I

Chapter 6b:Web Marketing and Public Relations, continued…

Chapter 6b:Web Marketing and Public Relations, continued…

www.class.uh.edu/comm/classes/comm3353/ppt/_Pres6b.html

Web Marketing and Public Relations, Continued…

Web Marketing and Public Relations, Continued…

Security and Privacy Issues Market Research Measuring Success Cybermarkets Tapping Into the College Market Public Relations The Future of Online Marketing and Public

Relations

Security and Privacy Issues Market Research Measuring Success Cybermarkets Tapping Into the College Market Public Relations The Future of Online Marketing and Public

Relations

Security and Privacy IssuesSecurity and Privacy Issues The web was initially conceived as a

reliable information posting venue. Security was not an original issue

It came much later, with the proliferation of business and marketing, government, and other proprietary web sites.

Security and Privacy concerns are often thought of as one and the same. Both deal with separate issues.

The web was initially conceived as a reliable information posting venue. Security was not an original issue

It came much later, with the proliferation of business and marketing, government, and other proprietary web sites.

Security and Privacy concerns are often thought of as one and the same. Both deal with separate issues.

Security Physiology of Net Transactions:

Customer Vendor / Service Provider Credit Card (guarantor) Company

Elements of Web Transactions: 1) Authentication of Customer: 2) Authentication of the Vendor / Service Provider 3) Message Integrity 4) Message Privacy

Security Physiology of Net Transactions:

Customer Vendor / Service Provider Credit Card (guarantor) Company

Elements of Web Transactions: 1) Authentication of Customer: 2) Authentication of the Vendor / Service Provider 3) Message Integrity 4) Message Privacy

Security and Privacy Issues, Continued…


Marketers with security concerns have turned to computing technology to aid in security and privacy enforcement. Firewall

A “smoke screen” that protects internal data from hackers by separating the data from public information.

(e.g. Jetson vs. Admin . . .both VAX)

Encryption Applying mathematical formulas (algorithms) to

scramble data

Marketers with security concerns have turned to computing technology to aid in security and privacy enforcement. Firewall

A “smoke screen” that protects internal data from hackers by separating the data from public information.

(e.g. Jetson vs. Admin . . .both VAX)

Encryption Applying mathematical formulas (algorithms) to

scramble data



Privacy Online privacy is a major concern for all

users. We don’t want our private information in the

public eye.

Many companies are initiating online privacy policies.

Privacy Online privacy is a major concern for all

users. We don’t want our private information in the

public eye.

Many companies are initiating online privacy policies.



Cookies One of the most notorious invaders of privacy. The “nice” name is meant to deceive users.

There’s nothing nice about cookies, except for the fact that it can speed up time wasted online by automatically interpreting searches and auto-filling forms.

Some people like cookies. . . Most hate them. . .

You can disable cookies in the advanced preference section of most browser versions.

Cookies One of the most notorious invaders of privacy. The “nice” name is meant to deceive users.

There’s nothing nice about cookies, except for the fact that it can speed up time wasted online by automatically interpreting searches and auto-filling forms.

Some people like cookies. . . Most hate them. . .

You can disable cookies in the advanced preference section of most browser versions.



Cookies, continued. . . Cookies create personal data files and user

profiles that companies can use to customize their web pages to individual liking. They know who you are and what you want before your

browser finishes downloading their site.

The primary objection is that consumers aren’t forewarned that their movements are being monitored.

Cookies, continued. . . Cookies create personal data files and user

profiles that companies can use to customize their web pages to individual liking. They know who you are and what you want before your

browser finishes downloading their site.

The primary objection is that consumers aren’t forewarned that their movements are being monitored.



Protecting Web Site Owners Web Site Proprietors are burdened with the added

responsibility of protecting users from breaches in privacy and security.

They must also protect themselves. Nine Basic Threats to Web Sites:

1) Data Destruction Loss / interception of data through malicious or accidental

means. 2) Interference

Intentional rerouting of data, or spamming as an attempt to crash the server.

Protecting Web Site Owners Web Site Proprietors are burdened with the added

responsibility of protecting users from breaches in privacy and security.

They must also protect themselves. Nine Basic Threats to Web Sites:

1) Data Destruction Loss / interception of data through malicious or accidental

means. 2) Interference

Intentional rerouting of data, or spamming as an attempt to crash the server.



Nine Basic Threats to Web Sites, continued. . . 3) Modification or Replacement

Unauthorized alteration or removal of data.

4) Misrepresentation and False Use Entering false passwords and other bogus information.

5) Repudiation Denial of making an order or other transaction.

6) Inadvertent Misuse Accidental misuse by authorized users.

Nine Basic Threats to Web Sites, continued. . . 3) Modification or Replacement

Unauthorized alteration or removal of data.

4) Misrepresentation and False Use Entering false passwords and other bogus information.

5) Repudiation Denial of making an order or other transaction.

6) Inadvertent Misuse Accidental misuse by authorized users.



Nine Basic Threats to Web Sites, continued… 7) Unauthorized Altering or Downloading

Copying or downloading information without permission. 8) Unauthorized Transaction

Any transaction conducted by unapproved users. 9) Unauthorized Disclosure

Viewing of confidential information by unauthorized users.

Nine Basic Threats to Web Sites, continued… 7) Unauthorized Altering or Downloading

Copying or downloading information without permission. 8) Unauthorized Transaction

Any transaction conducted by unapproved users. 9) Unauthorized Disclosure

Viewing of confidential information by unauthorized users.



Market ResearchMarket Research

The Web contains a wealth of information. A marketer’s dream come true. . .

Marketers can infiltrate competitor’s web sites (in the spirit of competitive analysis), checking out featured products and innovative advancements.

They can also gather demographic data from customers and conduct focus-groups online.

Web resources enlighten marketers to what’s happening in the business world. Sharp business people view the web as a rich resource and

know how to use it to their advantage.

The Web contains a wealth of information. A marketer’s dream come true. . .

Marketers can infiltrate competitor’s web sites (in the spirit of competitive analysis), checking out featured products and innovative advancements.

They can also gather demographic data from customers and conduct focus-groups online.

Web resources enlighten marketers to what’s happening in the business world. Sharp business people view the web as a rich resource and

know how to use it to their advantage.

Measuring SuccessMeasuring Success

A component to the overall planning process includes defining the goals and objectives of the site. The methods of measuring success need to

be in place before the site goes online. Some sample methods:

Counting the number of times a page within a site is hit.

Logging user paths throughout the site, without violating user integrity.

A component to the overall planning process includes defining the goals and objectives of the site. The methods of measuring success need to

be in place before the site goes online. Some sample methods:

Counting the number of times a page within a site is hit.

Logging user paths throughout the site, without violating user integrity.

Measuring Success, Continued…Measuring Success, Continued…

Some sample methods, continued. . .: Analyzing sales data derived directly from web

sales. Customer feedback and electronic marketing

compliment one another. Use email and online surveys to help understand the

market share.

Some sample methods, continued. . .: Analyzing sales data derived directly from web

sales. Customer feedback and electronic marketing

compliment one another. Use email and online surveys to help understand the

market share.

CyberMarketsCyberMarkets

Millions of dollars are transacted annually on the Web. Most major corporations and larger companies

support web sites that include pages of product information and ordering capabilities.

More than not, cybershoppers buy directly from the manufacturer, cutting out the reseller and saving a considerable amount of money.

Millions of dollars are transacted annually on the Web. Most major corporations and larger companies

support web sites that include pages of product information and ordering capabilities.

More than not, cybershoppers buy directly from the manufacturer, cutting out the reseller and saving a considerable amount of money.

Tapping into the College MarketTapping into the College Market Marketers see the web as an ideal way

of reaching the college market. Student’s are active consumers and an

ideal audience for online products and services.

Most students own computers, and have free web access through school.

+/- 80% to 90% use email

Marketers see the web as an ideal way of reaching the college market. Student’s are active consumers and an

ideal audience for online products and services.

Most students own computers, and have free web access through school.

+/- 80% to 90% use email

Many marketers set up collegiate sites that appeal to primarily to students. Post news and educational information,

scholarship links, credit cards, etc. . . Financed mainly through intense

advertising. Most of the time, these sites provide useful

information, but occasionally they’re useless to the average user.

Many marketers set up collegiate sites that appeal to primarily to students. Post news and educational information,

scholarship links, credit cards, etc. . . Financed mainly through intense

advertising. Most of the time, these sites provide useful

information, but occasionally they’re useless to the average user.

Tapping into the College Market, Continued…

Tapping into the College Market, Continued…

Public RelationsPublic Relations

What is Public Relations? Function that identifies, establishes, and maintains a

mutually beneficial relationship between an organization and the public on whom its success and failure depend.

PRSA (Public Relations Society of America) Counseling, research, media relations, publicity, employee /

member relations, community relations, public affairs, government affairs, issues management, financial relations, industry relations, development / fund raising, minority relations and multi-cultural affairs, special events and public participation, and marketing communication.

What is Public Relations? Function that identifies, establishes, and maintains a

mutually beneficial relationship between an organization and the public on whom its success and failure depend.

PRSA (Public Relations Society of America) Counseling, research, media relations, publicity, employee /

member relations, community relations, public affairs, government affairs, issues management, financial relations, industry relations, development / fund raising, minority relations and multi-cultural affairs, special events and public participation, and marketing communication.

Public Relations, Continued…Public Relations, Continued…

Advertising vs. Public Relations: Advertising:

Purchasing space in print publications, airtime, or electronic media whereby companies or agencies contract with the media to run advertisements based on a predetermined date and time.

Public Relations: Information submitted to editorial departments for approval

and printed or broadcast depending on space and time availability. The media is not bound by contract for public relations material.

Advertising vs. Public Relations: Advertising:

Purchasing space in print publications, airtime, or electronic media whereby companies or agencies contract with the media to run advertisements based on a predetermined date and time.

Public Relations: Information submitted to editorial departments for approval

and printed or broadcast depending on space and time availability. The media is not bound by contract for public relations material.

Public Relations and the Internet It’s clear that the internet is changing public relations

as organizations migrate from hard-sell tactics to providing enticing and educational PR information.

Using Internet Resources for Public Relations Purposes Internet resources are being applied to public

relations in may ways: Email, Usenet News, and the Web

Public Relations and the Internet It’s clear that the internet is changing public relations

as organizations migrate from hard-sell tactics to providing enticing and educational PR information.

Using Internet Resources for Public Relations Purposes Internet resources are being applied to public

relations in may ways: Email, Usenet News, and the Web


Email as a PR Tool: Email facilitates media relations by pushing press

releases and other publicity materials to reporters quickly and efficiently. Unobtrusive, convenient. . .

Email protocols suggest that press releases follow certain guidelines: Individual addressing Lively headlines in the subject line

Email as a PR Tool: Email facilitates media relations by pushing press

releases and other publicity materials to reporters quickly and efficiently. Unobtrusive, convenient. . .

Email protocols suggest that press releases follow certain guidelines: Individual addressing Lively headlines in the subject line


Listserves and Usenet Groups as a PR Tool: Posting topic-specific information on

Listserves and Usenet Groups guarantees a large audience.

Electronic forums compliment PR research.

Different types of Listserves or Usenet groups offer different audience issues. . . Educational, Entertainment, Scientific, etc.

Listserves and Usenet Groups as a PR Tool: Posting topic-specific information on

Listserves and Usenet Groups guarantees a large audience.

Electronic forums compliment PR research.

Different types of Listserves or Usenet groups offer different audience issues. . . Educational, Entertainment, Scientific, etc.


The Web as a PR Tool: Setting up a homepage is an invaluable

public relations tool. A well designed Web site attracts people to

the inner workings of the organization or individual.

Aside from a promo tool, the web is also known as a research tool.

Not only in the name of academic pursuit, but the web also commands the attention of Public Relations professionals.

The Web as a PR Tool: Setting up a homepage is an invaluable

public relations tool. A well designed Web site attracts people to

the inner workings of the organization or individual.

Aside from a promo tool, the web is also known as a research tool.

Not only in the name of academic pursuit, but the web also commands the attention of Public Relations professionals.


The Future of Online Marketing and Public Relations

The Future of Online Marketing and Public Relations

Marketers and Public Relations professionals have identified the web as a major tool and medium for information sharing.

As the web’s technology advances, we can only begin to imagine the new methods the advertising and public relations information will be disseminated to the masses.

Marketers and Public Relations professionals have identified the web as a major tool and medium for information sharing.

As the web’s technology advances, we can only begin to imagine the new methods the advertising and public relations information will be disseminated to the masses.

The Internet and theWorld Wide Web

The Internet and theWorld Wide Web

• End Chapter 6, Part II.

• End Chapter 6, Part II.

comm 3353: communication web technologies i chapter 6b: web marketing and public relations,...

Documents

privacy online privacy

privacy concerns

public relations security

data security

continued security

privacy enforcement

security concerns

online privacy policies