2. Presentation Objectives
The new age consumer and communication.
Define integrated marketing communication
(IMC) and explain the importance of modern
mediums of marketing communication.
Describe the characteristics of the major
media and the Internet’s media characteristics.
Discuss how marketers use the Internet for
advertising, marketing public relations, sales
promotions, and direct marketing.
5. Integrated Marketing
Communications
IMC Characteristics:
Coherence
Consistency
Continuity
Complementary
IMC is a cross-functional process for
planning, executing, and monitoring brand
communications.
The goal is to profitably acquire, retain, and
grow customers.
Integrated marketing
communications
The coordiation of
communications
channels to deliver a
clear,consistent
Message.
6. How do internet marketing communications differ from
traditional marketing communications?
Interactivity
Intelligence
Individualisation
Integration
Industry restructuring
Independence of location
7. Direct Marketing
Direct marketing includes techniques such as:
Telemarketing
Outgoing e-mail
Postal mail, including catalog marketing
Targeted online ads
Short message services (SMS)
Multimedia message services (MMS)
Instant messaging (IM)
9. E-mail (Advantages)
No postage or Printing Charges.
Immediate and direct response.
Can be individualized to meet the needs of
specific users.
10. E-mail (Disadvantages)
Unsolicited e-mail
Difficulty in finding appropriate lists
Web site registration
Rented from list broker
Harvested from newsgroups
11. Permission Marketing
Turning strangers into customers
Asking people about what they are interested
in
Successfull because in return for participation
users get coupons, cash or free products
12. Viral Marketing - WoM
Viral marketing is an idea that spreads-and an
idea that while it is spreading actually helps
market your business or cause.
15. Marketing Public Relations
Web site
Improve web site in order to increase customer
experience
Modify web site for special events and days
Collect customer data for further interaction
Low-cost PR alternative
Under satisfactory visiting frequencies
16. Marketing Public Relations
Blogs
Started in 1997 as diaries.
Became mainstream & effective since 2004.
For sharing info and experience.
Created by fans, users & companies.
17. Marketing Public Relations
Brand Communities
Network of customer relationships
Built on context and relevance of content
Mutual Responsibility
Rituals and traditions
Celebrate brand history
Share brand stories
Assimilate new brand users
20. Coupons & Sampling
Coupons
For both online & offline clients
Offers include both online and offline advantages
Sampling
Free testware or partial software
Home delivery sampling after online application
22. To summarize...
When designing e-marketing communication
strategy
take into account the changing media and
consumer.
the cost and effectiveness of the media.
choose between many alternatives that best fit
your purpose.
e-mail marketing/online advertising/direct marketing
measure to see results.