Download e-marketing communication - Kuliah E

E-MARKETING COMMUNICATION
Communication Process
Tahap-tahap Membentuk Komunikasi Pemasaran Efektif
 Mengidentifikasi target pendengar
 Menentukan tujuan komunikasi
 Merancang pesan
 Memilih saluran komunikasi
 Membuat anggaran
 Menetapkan bauran promosi
 Mengukur hasil promosi
 Mengorganisasi dan mengelola komunikasi pemasaran terintegrasi
Integrated Marketing Communication
(IMC) : A comprehensive plan of communication that includes advertising, sales
promotion, public relations, direct marketing, personal selling, and the rest of
marketing mix to provide maximum communication impact with stakeholders
E-Marketing Functions
 4Ps : Product, Price, Promotion, Place
 Site (Anytime Anywhere Digital Access Point)
 Personalization : customization
 Privacy
 Security
 Customer service
Technical & Marketing communication
Technical Communication
Focus
Message
How to use a product
Objective
Inform
Marketing
Communication Focus
How easy the product is to
use
Persuade
Timing
After the sale
Before and after the sale
Communication Platform
 Advertising : iklan, film, brosur, billboard
 Sales Promotion : undian, pemberian contoh produk, diskon
 Public Relation : press release, seminar, sponshorship
 Personal Selling : presentasi personal, pemberian sampel
 Direct Marketing : katalog, surat, pemasaran melalui telepon
Internet Advertising Methods
1. E-mail advertising
 Least expensive type of online advertising
 Just a few sentences of text embedded in e-mail message
 Include graphics
2. Web site advertising
 Text, graphics, sound, animation, hyperlinks
 Banners and button
 Similar to the print advertising model used by magazine and newspapers
 Advantage : video and audio capabilities
3. Sponshorship and interstitials
 Sponshorship integrate editorial content and advertising
 Sponshorship are blooming on the web as banner clutter rises and as more
firms build synergistic partnership
 Interstitials are java-based ads that appear while the publisher’s content is
loading
Sales Promotion on The Net
 E-coupons
 Rebates
 Product sampling
 Contest and sweepstakes
Public Relations Activities on The Net
Inform and empower users
Entertain users (games and electronic postcards)
 Build community (online events, chat rooms, and discussion groups)
 Provide a communication channel with the customer (customer feedback and
customer service)
 Assist in site navigation (search buttons, drop-down menus & chech boxes)
Personal selling
 The net is an impersonal medium
 Not appropriate for personal selling excepts in an ancillary role
 The webs is very good for generating leads for the sales force
 E.q. : online form for those wanting a salesperson to contact them

Direct Marketing
Direct communication through nonpersonal media with carefully targeted
individuals to obtain an immediate response
Benefits of e-marketing
 Doesn’t require a large investment
 Avoid high print cost, postage and mail services
 Delivery is immediate
 Can be customized
 Interactive
 Allow for tracking
Succesfull web design
 DESIGN : Fast First, Razzle Dazzle Second
 CONTENT : Focused and Fresh
 INTERACTIVITY : engage your visitor
Internet Marketing Strategic Plan Outline
 Overview
 Target Market
 Web-site Design
 Interactivity Design
 Personalization
 Product Strategy
 Pricing Strategy
 Promotion Strategy
 Distribution Strategy
 Evaluation