* Your assessment is very important for improving the workof artificial intelligence, which forms the content of this project
Download Customer Relationship Management, Database Marketing
Food marketing wikipedia , lookup
Bayesian inference in marketing wikipedia , lookup
Neuromarketing wikipedia , lookup
Mobile commerce wikipedia , lookup
Sales process engineering wikipedia , lookup
Affiliate marketing wikipedia , lookup
Product planning wikipedia , lookup
Social media marketing wikipedia , lookup
Customer experience wikipedia , lookup
Marketing channel wikipedia , lookup
Ambush marketing wikipedia , lookup
Marketing research wikipedia , lookup
Multi-level marketing wikipedia , lookup
Target audience wikipedia , lookup
Customer satisfaction wikipedia , lookup
Marketing communications wikipedia , lookup
Youth marketing wikipedia , lookup
Guerrilla marketing wikipedia , lookup
Customer relationship management wikipedia , lookup
Marketing plan wikipedia , lookup
Target market wikipedia , lookup
Viral marketing wikipedia , lookup
Integrated marketing communications wikipedia , lookup
Marketing mix modeling wikipedia , lookup
Green marketing wikipedia , lookup
Multicultural marketing wikipedia , lookup
Marketing strategy wikipedia , lookup
Digital marketing wikipedia , lookup
Advertising campaign wikipedia , lookup
Customer engagement wikipedia , lookup
Services marketing wikipedia , lookup
Street marketing wikipedia , lookup
Sensory branding wikipedia , lookup
Electronic Marketing Ebow Spio Chartered Marketer Lecturer, Ashesi University College Learning Objectives 1. Explain Electronic Marketing and other relevant concepts 2. Understand how technology impacts on marketing and influences consumer behaviour 3. Appreciate the market potential and the growing use of new technology. 4. Understand the role and application of new technology in the design of marketing programmes Learning Objectives 5. Learn how firms promote their products and services and manage relationships with their customers through the web and new technology 6. Learn how to integrate internet or web based marketing initiatives with the overall marketing programme 7. Appreciate Issues in Digital Marketing Definitions and Fundamentals of Marketing and E-Commerce Marketing is the process by which companies create value for customers and build strong customer relationships to capture value from customers in return Marketing is managing Profitable customer relationship Definitions and Fundamentals of Marketing and E-Commerce Electronic marketing (e-marketing): Strategic process of creating, distributing, promoting, and pricing goods and services to a target market over the Internet or through digital tools Digital Marketing Digital Marketing may be defined as : the application of digital technologies that form channels to market (the internet, mobile communications, interactive television and wireless, podcast etc) to achieve corporate goals through meeting and exceeding customers better than the competition “ David Jobber 2007 Digital Marketing : Technology and Marketing Developments in Technology and the evolution of Marketing are intertwined. The process is usually follows the pattern below: • • • • New technology emerges and is initially the preserve of technologist and early adopters The technology gains a firmer foothold in the market and starts to become more popular, putting it on the marketing radar, Innovative marketers jump in to explore ways they can harness the power of this emerging technology to connect with their target audience The technology migrates to the mainstream and is adopted into standard marketing practice Digital Marketing : A Case for Electronic or Digital Marketing 1. Increasing number of customers rely on digital technology to research, evaluate and buy product and services they use. 2. Digital channels transcend traditional constraints like geography and time zones. 3. Digital technology allows you to hone your marketing message with laser-like precision to target very specific niche segment within the wider market 4. Digital technology such as the internet delivers an unprecedented suite of tools, techniques and tactics that allow marketers to reach out and engage with those same consumers 5. Continue to broaden the scope available to marketer and so add to potential complexity of any digital marketing campaign Digital Marketing : Technology and Consumer Behaviour Analysts at Jupiter Research identified 7 key ways in which increasingly widespread adoption of technology is influencing consumer behaviour 1. Interconnectivity 2. Leveling the information playing field 3. Relevance filtering is increasing 4. Niche aggregation is growing 5. Micropublishing of personal content is growing 6. Increased involvement in the creation of products and services customer purchase. 7. On demand, any time, any place, anywhere . It is world of almost instant gratification. Market Potential and Growing Use of New Technology • • • People in the world with internet access is 1.3billion in December 2007 US Online advertising spend stood at US$12.5billion in 2005 and projected to reach US$36.5billion in 2011. UK Online advertising in stood at £2.64billion in 2007 and projected to reach £4.45billion in 2011. Worldwide telecommunication statistics -voice •At the end of 2008 there were over 3.4 billion mobile subscribers worldwide, making mobile telephony the most preferred mode of telecommunications, well ahead of the number of fixed line users at 1.9 billion. •In terms of revenue share as well, mobile services command the largest piece of the pie, accounting for a little over 50%. •Over the next 4 years, the mobile telephony services market is expected to grow at an average rate of 7.5%per annum to reach US$ 996billion by 2012. Source: Wireless Federation 5/5/2017 Solomon Adu Atefoe DipM MCIM MBA Chartered Marketer 11 The 5Ss - Benefits of e-marketing • Selling goods and services online. • Additional customer service. • Saving overhead costs. • Means of speaking and entering into one to one dialogue with customers. • Exciting and sizzling means of visual impact. 5/5/2017 Solomon Adu Atefoe DipM MCIM MBA Chartered Marketer 12 Marketing Mix and New Technology : Product Individual Nike iD (nikeid.nikecom) YOU DESIGN IT. WE BUILD IT. Make a statement with your color, materials and fit Finish it of with your personal iD. Provides the opportunity to customers to design a pair of trainers by selecting styles, features and colours Customized Tesco’s online shopping website captures details of shoppers’ regular purchase choices and then provides a customized list of favourites. The main benefit for the customer is speedier online shopping Marketing Mix and New Technology : Pricing 1. More transparency in pricing 2. Digital technology reduces search cost 3. Buyers turning to web for pre-purchase information and facilities the evaluation of the best offer 4. Prices are dynamic changing almost simultaneous with demand e.g. eBay 5. Priceline.com : Customer can set their own prices for products Marketing Mix and New Technology : Place (Distribution) • • Digital products such as information, news, software, music, video, flight bookings, hotel reservations and e-books are delivered almost instantly on demand through the internet Virtual Market space created through the internet and other mobile and wireless technologies - Distance ceases to be cost influencer - Business location becomes an irrelevance - Technology permits continuous real time trading Marketing Mix and New Technology : Place (Distribution) Asos : The online fashion store http: //www.asos.com Advantages of using the web as a distribution channel • Every hit could gain a potential customer. • Print and mailing costs are lower. • Reduction in order processing and handling costs. • Enhanced after sales service. • Distribution of digital products via the web. • Get closer to the customer through disintermediation. 5/5/2017 Solomon Adu Atefoe DipM MCIM MBA Chartered Marketer 17 Marketing Mix and New Technology : Promotion •Mobile Marketing • Social Media Marketing • E-mail • Web/Online Advertising • Customer Relationship Management Mobile is Global • More than 4 billion mobile subscribers worldwide out of the 6.6 billion population worldwide. • Currently, one-third of humankind has Mobile Internet access, which is twice as many as the number of Internet-connected PCs • Mobile advertising spending will increase to $14B in 2011, up from $1.5 B • 46% of the mobile audience is 35 or older, 54% male • 94% of text messages are read • Average response rate for mobile campaigns reach beyond 15% 5/5/2017 Solomon Adu Atefoe DipM MCIM MBA Chartered Marketer Mobile in Ghana • Mobile phone penetration – Over 60% (12M subscribers) – Growth to continue (many countries have 100%+) • Mobile Phones – All have SMS – Personal & Intimate • Text Messages – 100% year over year since 2003 – SMS growing in all population segments – Premium short-codes Solomon Adu(Feb/05), Atefoe DipM MCIM MBA *1Forrester (Feb/05); *2160 Characters (Feb/05), *3Jupiter *4Analysys(May,03) 5/5/2017 Chartered Marketer 20 www.upsidewireless.com Mobile Marketing Forum October 2007 Press Release • In a survey of 50 global brand-name companies, 28% of companies surveyed have already launched live SMS campaigns and 18% live MMS campaigns • Number of brands considering implementing mobile campaigns doubled to 28% since the previous year • 71% of brands projecting to spend up to 10% of the budget on mobile marketing within two year’s time 5/5/2017 Solomon Adu Atefoe DipM MCIM MBA Chartered Marketer 21 What is Mobile Marketing? • It’s marketing, but with mobile phones • For now, it’s text messaging, MMS and WAP • Specific applications can be tailored to a brand’s target audience and objectives • Promotion is the key to success 5/5/2017 Solomon Adu Atefoe DipM MCIM MBA Chartered Marketer 22 Short Message Service (SMS) • SMS, often called text messaging, is a means of sending short messages (up to 160 characters) to and from mobile phones • Use of shortcodes as business revenue stream • The only wireless data medium that has the ability to work across networks, countries and handsets 5/5/2017 Solomon Adu Atefoe DipM MCIM MBA Chartered Marketer 23 Multimedia Messaging Service (MMS) • MMS is a standard that allows sending messages that include multimedia objects (images, audio, video, rich text) • Much richer user experience (potentially) • Problems with latency, different content standards across phones and carriers 5/5/2017 Solomon Adu Atefoe DipM MCIM MBA Chartered Marketer 24 Wireless Application Protocol (WAP) • WAP is an open international standard that enables access to the Internet from a mobile phone or PDA • A WAP browser provides all of the basic services of a computer-based web browser but simplified to operate within the restrictions of a mobile phone • A WAP Push is a specially encoded message “pushed” to the mobile handset which includes a link to a WAP address 5/5/2017 Solomon Adu Atefoe DipM MCIM MBA Chartered Marketer 25 Why Mobile Marketing? • Instant: Moment of impulse – Short bursts of activity while engaged with entertainment content • 2-way: Dialogue initiated by consumer • Cross-media effectiveness – Activates Radio, TV, Print – Adds measurability • Viral: Customers can forward messages to friends • Targets a highly-desired demographic (19-29 year olds) that are difficult to reach with conventional media 5/5/2017 Solomon Adu Atefoe DipM MCIM MBA Chartered Marketer 26 Three Ways for Marketers to use the medium • Text messaging • Advertising with banner ads on a mobile browser • Creating ad-supported applications and content 5/5/2017 Solomon Adu Atefoe DipM MCIM MBA Chartered Marketer 27 Mobile Marketing Best Practices Take advantage of Time and Place Instantly reward Deliver “on the go” content Provide highly targeted and relevant information …. Let’s look at some examples 5/5/2017 Solomon Adu Atefoe DipM MCIM MBA Chartered Marketer 28 Take advantage of time and place • Integration of lastminute ticket promotion with Mobile Coke Fridge • Fans enter contest by texting code from the top of their Coke • Draw for World Cup tickets every ninety minutes 5/5/2017 Solomon Adu Atefoe DipM MCIM MBA Chartered Marketer 29 Instantly reward • SMS and Win Campaign for McDonalds Italy • Unique codes on over 6 million cups • Prizes ranged from pre-paid shopping cards to mobile content • Response rate of 25% 5/5/2017 Solomon Adu Atefoe DipM MCIM MBA Chartered Marketer 30 Deliver “on the go” content • Freundin is a German magazine targeted at women • Subscribers download content options • Brand extension to readership base 5/5/2017 Solomon Adu Atefoe DipM MCIM MBA Chartered Marketer 31 Examples - Ghana • SHS Placement - text index number to shortcode 1755 • Info service – news, Horoscopes, football live, inews, lnews,weather, exchange ratesbible,quoran etc • Fund raising codes – Charities, political parties etc • Bulk messaging 5/5/2017 Solomon Adu Atefoe DipM MCIM MBA Chartered Marketer 32 Do’s • Focus on what users do: – – – – 40% text message 36% play games 13% use WAP 1 % watch videos • Think of Mobile as a Channel not a Strategy – One touchpoint in an integrated campaign 5/5/2017 Solomon Adu Atefoe DipM MCIM MBA Chartered Marketer 33 Do’s • Give consumers something they want – – – – 5/5/2017 Content Entertainment Special Offers Exclusivity Solomon Adu Atefoe DipM MCIM MBA Chartered Marketer 34 SOCIAL MEDIA TING 5/5/2017 Solomon Adu Atefoe DipM MCIM MBA Chartered Marketer 35 5/5/2017 Solomon Adu Atefoe DipM MCIM MBA Chartered Marketer 36 Social Media in Ghana • Internet penetration – Increasing internet penetration (1.1M) – increase bandwidth – Growth to continue (many countries have 100%+) • Social Networks – Over 500,000 facebook – 100,000 linked In Solomon Adu(Feb/05), Atefoe DipM MCIM MBA *1Forrester (Feb/05); *2160 Characters (Feb/05), *3Jupiter *4Analysys(May,03) 5/5/2017 Chartered Marketer 37 www.upsidewireless.com SOCIAL MEDIA MARKETING 5/5/2017 Solomon Adu Atefoe DipM MCIM MBA Chartered Marketer MOBILE MARKETING 5/5/2017 Solomon Adu Atefoe DipM MCIM MBA Chartered Marketer 39 5/5/2017 Solomon Adu Atefoe DipM MCIM MBA Chartered Marketer 40 5/5/2017 Solomon Adu Atefoe DipM MCIM MBA Chartered Marketer 41 5/5/2017 Solomon Adu Atefoe DipM MCIM MBA Chartered Marketer 42 5/5/2017 Solomon Adu Atefoe DipM MCIM MBA Chartered Marketer 43 5/5/2017 Solomon Adu Atefoe DipM MCIM MBA Chartered Marketer 44 5/5/2017 Solomon Adu Atefoe DipM MCIM MBA Chartered Marketer 45 5/5/2017 Solomon Adu Atefoe DipM MCIM MBA Chartered Marketer 46 5/5/2017 Solomon Adu Atefoe DipM MCIM MBA Chartered Marketer 47 5/5/2017 Solomon Adu Atefoe DipM MCIM MBA Chartered Marketer 48 5/5/2017 Solomon Adu Atefoe DipM MCIM MBA Chartered Marketer 49 5/5/2017 Solomon Adu Atefoe DipM MCIM MBA Chartered Marketer 50 5/5/2017 Solomon Adu Atefoe DipM MCIM MBA Chartered Marketer 51 5/5/2017 Solomon Adu Atefoe DipM MCIM MBA Chartered Marketer 52 5/5/2017 Solomon Adu Atefoe DipM MCIM MBA Chartered Marketer 53 5/5/2017 Solomon Adu Atefoe DipM MCIM MBA Chartered Marketer 54 EMAIL MARKETING 5/5/2017 Solomon Adu Atefoe DipM MCIM MBA Chartered Marketer 55 Why Market via Email? • Critical mass: reaches 93% of internet users (Jupiter Research) • Response rates: 10x greater than direct mail (DMA) • Lower costs: 1/10 the cost per communication (Andersen) • Relationship builder: 80% of visitors never return (eMarketer) 5/5/2017 Solomon Adu Atefoe DipM MCIM MBA Chartered Marketer 56 Viral marketing • Word of mouth e-mail. • Achieved by using the forwarding facility (e-mail a page to a friend). • Effective form of communication in terms of believability and trust. • Can build up e-mailing list. • Some customers may view this as a form of unsolicited mail. 5/5/2017 Solomon Adu Atefoe DipM MCIM MBA Chartered Marketer 57 Define Business Objectives • Audience – Prospects, customers, advocates, partners • Goals – Registrations, Signups, Sales • Content – Newsletter, Promotions, Reminders, Invitations • Metrics – Click through, Registration, Visits, Booking/Purchase 5/5/2017 Solomon Adu Atefoe DipM MCIM MBA Chartered Marketer 58 Be REAL! • • • • • Develop a voice and unique personality Relate to their problem First few lines are key The ‘gift of education’ Be honest. Full disclosure - No hidden advertorials • Avoid ‘chest pounding’ and promotions • People trust people, not marketing speak 5/5/2017 Solomon Adu Atefoe DipM MCIM MBA Chartered Marketer 59 Attention to Detail • Shoddy workmanship in your email campaign reflects poorly on your business – Typos & grammatical errors – Getting the facts wrong – Formatting problems – Otherwise illegible (font size too small etc.) or unintelligible 5/5/2017 Solomon Adu Atefoe DipM MCIM MBA Chartered Marketer 60 Above All, Deliver Value! • Email should be relevant, timely, and beneficial • “Value" can take the form of: – newsletters, discounts, contests, last minute availability, event reminders, invitations, prizes, memberships, bonuses, coupons/discounts, exclusive sales, free samples, or demos. • Surveys - give free report or enter them in a draw • Go paperless - specs, price lists, statements 5/5/2017 Solomon Adu Atefoe DipM MCIM MBA Chartered Marketer 61 Signature Line • • • • • • • At the bottom of your discussion post Should be short - no more than 4 lines Your name Your company name Your email address (include mailto: in front) Link to your site (include http:// in front) Your USP (Unique Selling Proposition) 5/5/2017 Solomon Adu Atefoe DipM MCIM MBA Chartered Marketer 62 Components of an Email • Subject line – Most important ~35 characters of the email. Focus on it! • From line • To line • Message body – A promotional message should contain a compelling offer & call-toaction – An e-mail newsletter should contain a header, a table of contents, a welcome, and multiple ‘departments’ – Privacy statement, Disclaimer, and Unsubscribe instructions 5/5/2017 Solomon Adu Atefoe DipM MCIM MBA Chartered Marketer 63 Personalize • Tailor the offer to the individual. Beneficial offers are relevant offers • Provide customized content specific to recipient location and interests • Greet the recipient by first name. Perhaps even in the Subject line too. • To line should specify the recipient’s email address • Let the recipient control the contact frequency • Increases the likelihood of being at the right place at the right time with the right value proposition 5/5/2017 Solomon Adu Atefoe DipM MCIM MBA Chartered Marketer 64 Web /Online Advertising What is Web Advertising? Web advertising is the action of promoting your website using online advertising tools, techniques and methods proven to get the results you are looking for. It is used simultaneously as online advertising. Online advertising is basically the action of actively promoting your new business. What Type of Web Advertisements Are There? • Banners – (static, animated and interactive) • Interstitial – (pop ups and similar pages that interrupt the user) • Rich Media – (Advanced technology, incorporating video, audio, animation and photographs) • Sponsorships, events and corporate sites • Opt-ins – (forms, newsletters push technologies) • Viral marketing and email campaigns • Search Engine Advertising The web as an advertising medium (1 of 2) 5/5/2017 Solomon Adu Atefoe DipM MCIM MBA Chartered Marketer 68 The web as an advertising medium (2 of 2) 5/5/2017 Solomon Adu Atefoe DipM MCIM MBA Chartered Marketer 69 Customer Relationship Management Customer relationship management (CRM) is the overall process of building and maintaining profitable customer relationships by delivering superior value and satisfaction Customer Relationship Management Customer relationship management (CRM) is a way of designing structures and systems so that they are focused on providing customers with what they want, rather than on what a company wants them to want Dale Renner observed that CRM encompasses “ identifying , attracting and retaining the most valuable customers to sustain profitable growth” Customer Relationship Management CRM consists of sophisticated software and analytical tools that integrate customer information from all sources, analyze it in depth, and apply the results to build stronger customer relationships. CRM is heavily dependent on a technique called data warehousing, a way of integrating disparate information about customers from different parts of the organization and putting it together in a huge IT “warehouse” Customer Relationship Management: The Strategic Imperative 2 things in particular brought home to companies the need to take better care of their customers 1. Serious mistakes made as results of blinkers imposed by the old product-silo approach . Focus on product rather than customer need or requirement. It is expressed in obsession with market share e.g. IBM was king of the declining mainframe computer market. 2. Growing awareness that building up profits by aggregating narrow margins from the sale of individual products might not be the best way of ensuring the long term health of the organization Customer Relationship Management: Developing a CRM Programme More firms want to regard their customers as customers for life and not just as the one-off purchases of the products • Identify customers. • Differentiate customers – Lifetime value – Share of customer • Interact with customers. – Improve cost efficiencies – Enhance effectiveness • Customize goods and services. Customer Relationship Management: Customer life cycle Customer Lifecycle is made up of three core customer management processes. Namely •Customer Acquisition •Customer retention is the maintenance of continuous trading relationships with customers over the long term. •Customer Development NB: It is the goal of every firm to keep a high proportion of valuable customers by reducing customer defections. Customer Relationship Management: Customer lifetime Value • • • Customer lifetime value is the value of the entire stream of purchases that the customer would make over a lifetime of patronage Share of customer is the portion of the customer’s purchasing that a company gets in its product categories Customer equity is the total combined customer lifetime values of all of the company’s customers Customer Relationship Management: The benefits of customer retention . 1. 2. 3. 4. 5. 6. Regular customers place frequent, consistent orders and ,therefore, usually cost less to serve. Increasing purchases as tenure grows : Long – established customers tend to buy more due to increased trust Premium Pricing : Satisfied customers may sometimes pay premium price Retaining customers makes it difficult for competitors to enter a market or increase their share Customer Referrals : Satisfied customers often refer new customers to the supplier at no extra cost Lower customer management costs over time. The cost of acquiring and serving new customers can be substantial. A higher retention rate implies fewer new customers need to be acquired, and they can be acquired more cheaply Customer Relationship Management CRM has 3 technological underpinnings 1. Database technology, including the ability to analyze and map data 2. Interactivity through web sites, call centers and other means of contacting customers 3. Mass customization technology, or the ability to customize a good or service to better meet a customer’s needs. Database Marketing Database Marketing is defined as follows: An interactive approach to marketing that uses individually addressable marketing media and channels (such as mail, telephone and the Salesforce) to : • Provide information to target audience • Stimulate demand • Stay close to customers by recording and storing an electronic database memory of customers, prospects and all communication and transactional data. Database Marketing : Database Development • • • • • • Determine Objectives Collect Data Building a Data Warehouse Data Mining Developing Marketing Programmes Evaluating Marketing Programmes Database Marketing : Database Development Determine Objectives • • • • • • Provide Information about a firm’s customers Create information to explain why customers purchase the products the way they do Share information about customers with creatives as they prepare marketing communications materials Reveal contact points to be used in direct marketing programmes. Yield information about members of the various buying centres in business to business operations Track changes in purchasing behaviours and purchasing criteria used by customers Database Marketing : Database Development Collect Data Sources: Internal Customer Data, External Data, Survey Data Information Required: Where the customers located? What have they purchased? How often have they purchased? How did they initially make contact? How do they order or purchase (in person, Web, mail, phone, etc) What is known about their families, occupations, payment histories, interests, attitudes, and so forth ? In B2B situations, who are the influencers, users, deciders, and purchasers? In B2B, is it a corporate office or a branch office? Database Marketing : Database Development Collect Data Touch points: Every contact between the customer and company. Each presents an opportunity to collect data, also deliver value and influence customers • Customer purchases • Sales force contacts • Service and support calls • Web site visits • Satisfaction surveys • Credit and payment interactions • Research studies 4-37 Database Marketing : Database Development Building a Data Warehouse : Simply collecting data does not place them into useful form. Data warehouses are comprehensive companywide electronic databases of finely tuned detailed customer information Uses • • • • • • • • To understand customers better To provide higher levels of customer service To develop deeper customer relationships To identify high-value customers Salespeople have access to important customer information while making sales calls Salespeople to access the database when customers call to place an order Access to customer data to deal with inquiries and complaints Targeting customers for a direct marketing programme Database Marketing : Database Development : The Marketing Data Warehouse • • • • • • • • • • Customer names and addresses E-mail addresses Record of visits to the firm’s Web site History of every purchase transaction History of customer interactions Customer survey results Preferences and profiles supplied by the customer Response history from marketing campaigns Appended data Database coding through customer analyses Database Marketing : Database Development Data Mining • Build profiles of customer groups. • Prepare models for predicting future behaviors. NB: Profiles and models assist in designing the database best suited for each purpose Database Marketing : Database Development Developing Marketing Programmes • Direct Marketing (mail, e-mail, internet, catalogs etc) • Permission Marketing • Loyalty and Retention Building programmes such as Frequency Programmes Database Marketing : Database Development Developing Marketing Programmes : Steps in Permission Marketing Obtain permission Offer a curriculum over time. Reinforce incentives to continue the relationship. Increase level of permission. Leverage the permission to benefit both parties. Database Marketing : Database Development Developing Marketing Programmes : Successful Permission Marketing • Ensure recipients have granted permission • Make e-mails relevant • Customize program • Track member activity • Empowerment • Reciprocity Database Marketing : Database Development Developing Marketing Programmes : Frequency Programme is an incentive plan designed to encourage customers to make repeat purchase . Frequency Programmes Objectives : • Maintain sales, margins, or profits. • Increase loyalty of existing customers. • Induce cross-selling to existing customers. • Differentiate a parity brand. • Preempt the entry of a new brand. • Preempt or match a competitor’s program. Database Marketing : Database Development Developing Marketing Programmes : Principles in Building Frequency Programmes • Design the program to enhance the value of the product. • Calculate the full cost of the program. • Design a program that maximizes the customer’s motivation. Developing an Integrated Marketing Communications Strategy • Isolating online marketing activities from other marketing activities may result in conflicting message – Customers will not have a clear picture of a firm’s positioning and value proposition • IMC ties together and reinforces all communications to deliver a strong brand identity • Communications in different media should form part of a single, overall message about the service firm (need consistency within campaigns about specific service products targeted at specific segments) Developing an Integrated Marketing Communications Strategy • Define the role of each marketing communication tool medium. • Ensure all media adhere to the correct application of Corporate Identity (logos, symbols, colours etc.) • Advertise and create awareness for website using other media e.g. vehicles • Single department preferably marketing to co-ordinate all marketing communications efforts on the brand EasyJet Paints Its Website Address on Each of Its More than 200 Aircraft Source: www.easyjet.com/EN/About/photogallery.html. © easyJet airline company limited Ethical Issues in Electronic Marketing • The digital divide • Social Exclusion e.g. Sales of FIFA World Club Ticket • Intrusion on privacy • Marketing to Children