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Transcript
Online marketing
communications
Characteristics of the Internet as a
marketing communications medium
Consumer
Pull
Push
Website
Characteristics of the Internet
• Communication style
– synchronous vs asynchronous
• Social presence
• Control of communication content
– when users are in control of content or
presentation of message  interactive
• Control of communication contact
– consumer preference for having control over
when contact is made
Level of social presence in
communications
Higher
Social presence
Personal
selling
Telemarketing
Electronic
commerce
Direct mail
Lower
Synchronous
Asynchronous
Communication style
Source: Peters, Linda, 'The new interactive media: one-to-one, but who to whom?' Marketing Intelligence & Planning, 16 January 1998, page 25
Consumer control of content and
contact in marketing communications
Consumer control of contact
Greater
Lesser
Greater
Electronic commerce
Personal selling
Lesser
Telemarketing
Direct mail
Consumer control of content
Peters, 1998
Benefits of marketing
communications on the Internet
• users can determine usage patterns
• offers global reach
• powerful tool for building long-term
customer relationships
• interactive
• enables consumers to be proactive
• supports channel strategy
Interactivity
1.4(a)
Broadcast
Print
Cinema
Outdoor
Traditional marketing communications media
One-way
communication
Many
1.4(b)
The Internet and marketing communications
Consumer
Website A
Other
consumers
Website B
Key success factors in web design
• layout and ease of use
• provision of interesting and extensive
jargon free content
• regular content updates
• interactivity
• relevant, helpful links to other websites
• secure transaction facilities
Marketing communications mix
and the Internet
• Advertising
– allows advertiser to assess in real time what is and
isn’t working
– response levels can be measured (clickthroughs vs
CPM impressions)
•
•
•
•
•
•
banner ads
pop-ups
webmercials
e-mail advertising via newsletters
microsites
affiliate programmes
Continued…
• Public relations
– new product launches and dissemination of important
information
– launch and distribution of annual reports
– distribution of press releases
– reproduction or broadcast of presentations
– point of contact
– internal communications
• Sponsorship
– content sponsorship
• Sales promotion
– to accelerate sales activity and encourage visitor
involvement
– offers can be tailored
– website visitor/e-mail recipient incurs cost of printing
coupons
• Direct marketing
•
•
•
•
•
•
•
•
to sell products and services
up-sell and cross-sell
confirm orders
welcome new customer/say goodbye
announce important info
apologise
encourage people to visit website
build one-on-one customer relationship
– e-mail VS spam mail
– viral marketing
– webcasting – sending customised information to
online customers
– behaviour measurement – cookies
• Selling
– complementary to personal selling
•
•
•
•
price and product comparisons
virtual showrooms and product demonstrations
direct sales
sales support
– security concerns
– fulfilment