Download Lecture 17

Lecture 17
E-Marketing
E-Marketing Communication Tools
Instructor: Hanniya Abid
Assistant Professor
COMSATS Institute of Information Technology
Objectives
 After this lecture, you will be able to:
 Define integrated marketing communication (IMC)
and explain the importance of the hierarchy of effects
model.
 Discuss how marketers use the Internet for
advertising, marketing public relations, sales
promotions, direct marketing, and personal selling.
 Identify several emerging IMC tools.
 Describe the most effective online IMC tactics.
 Video –Will it blend
Will it Blend?
 Blendtec , a supplier of commercial blenders to
Starbucks and others, produced a video in which the
CEO blended unusual products such as a garden rake
and a golf club.
 The video, uploaded to YouTube, received millions of
views in a few months period.
 The Will It Blend? Campaign illustrates the potential value
of viral marketing and connecting with consumers online.
 Do you think that such campaigns can build awareness?
Can you think of other examples?
 Ipad – Will it Blend?; Iphone – Will it Blend?
Integrated Marketing Communication
(IMC)
IMC is a cross-functional process for planning,
executing, and monitoring brand communications.
The goal is to profitably acquire, retain, and grow
customers.
IMC strategy requires a thorough understanding of
target markets, the brand, its competition, and other
internal and external factors.
Marketing Communication Tools
MarCom consists of both planned and unplanned
messages between firms and customers and among
customers.
E-marketers can enhance MarCom by using
innovative technologies, such as text and multimedia
messages, databases, blogs, digital receiving devices,
etc.
Internet MarCom may include advertising, sales
promotion, marketing public relations (MPR), direct
marketing, and personal selling.
Imc Goals And Strategies
 The AIDA and “think, feel, do” (hierarchy of effects)
models help guide selection of online and offline
MarCom tools to meet their goals.
 The models recognize that consumers first become
aware of a product before they develop feelings
and purchase it.
 The models can help marketers select appropriate
communication objectives and strategies, such as:
 Build brand equity.
 Elicit a direct response.
E-Marketing Tactics
Shift Happens – A video
The latest version of the "Shift happens" videos updated
for autumn 2009, developed by XPLANE in partnership
with The Economist.
This "Did You Know" video focuses on the changing
media landscape, including convergence and technology.
It gives an insight into just how much technology has
changed.
Summary
 E-Marketing Communication
 Integrated Marketing Communication
 AIDA and Hierarchy of Effects
One last thing…
 Have a look at British airways Ads