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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