Integrated Marketing Communication

2. 10/MS/004 M.P.D.S.ANANDA
10/MS/124 D.M.S.WIJERATHNA
10/MS/137 H.B.M.W.BANDARA
10/MS/271 N.P.WNNINAYAKE
Group Members

3. Learning Objectives
LO 1: To understand the role of the internet & interactive media
in IMC program.
LO 2: To understand the use of web 1.0 & web 2.0 media
platforms in the IMC process.
LO 3: To understand how to evaluate the effectiveness of
communication through internet.
LO 4: To know the advantages & disadvantages of the internet &
interactive media.
LO 5: To examine the role of additional online media.

4. LO 1: To Understand the Role of the
Internet & Interactive Media in IMC
Program.
1. Social Media and
Advertising Environment
1.1 Social Media and Advertising Environment
1.2 The Growth of the Internet
1.3 Web Objectives
1.4 Developing & Maintaining Website
1.5 Communication Objectives

5. 1.1 Social Media and Advertising
Environment
 Advertising environment changed dramatically
with the introduction of social media-
Facebook, MySpace, Twitter.
 Facebook is the most important.

6. 1.2 The Growth of the Internet
 We are near to about 50th birth day of the Internet.
Why the rapid adoption of the Internet?
 Ability to obtain information easily.
 The speed and convenience of getting information.
 E-commerce on personal computer.
 No boundaries.

7. WORLD INTERNET USAGE AND POPULATION STATISTICS
DEC 31, 2014 - Mid-Year Update
World Regions
Population
( 2015 Est.)
Internet
Users
Dec. 31,
2000
Internet Users
Latest Data
Penetratio
n
(%
Population
)
Growth
2000-2015
Users %
of Table
Africa 1,158,353,014 4,514,400 318,633,889 27.5 % 6,958.2 % 10.3 %
Asia 4,032,654,624 114,304,000 1,405,121,036 34.8 % 1,129.3 % 45.6 %
Europe 827,566,464 105,096,093 582,441,059 70.4 % 454.2 % 18.9 %
Middle East 236,137,235 3,284,800 113,609,510 48.1 % 3,358.6 % 3.7 %
North America 357,172,209 108,096,800 310,322,257 86.9 % 187.1 % 10.1 %
Latin America / Caribbean 615,583,127 18,068,919 322,422,164 52.4 % 1,684.4 % 10.5 %
Oceania / Australia 37,157,120 7,620,480 26,789,942 72.1 % 251.6 % 0.9 %
WORLD TOTAL 7,264,623,793 360,985,492 3,079,339,857 42.4 % 753.0 % 100.0

8. 1.3 Web Objectives
 In order to achieve web objectives, a company first
must develop website.
 Successful website is a combination of creativity,
effective marketing and continual updating of the site.

9. 1.4 Developing & Maintaining Website
 A website – the place where providers make
information available to users of the internet.
 Developing & maintaining a successful website
require significant time & effort.
 To attract & retain visitors,
Creativity
Effective Marketing
Continual Updating must be required.

10. 1.5 Communications objectives
 Create awareness
 Generate interest
 Disseminate information
 Create an image
 Create a strong brand
 Stimulate trial
 Create buzz
 Gain consideration

11. LO 2: To understand the use of web 1.0 &
web 2.0 media platforms in the IMC
process.
2.The Internet & Integrated Marketing Communication
2.1 Advertising on the Internet
2.1.1 Web 1.0
2.1.2 Web 2.0
2.2 Sales promotion on the internet
2.3 Personal selling on the internet
2.4 Public relation on the internet
2.5 Direct marketing on the internet

12. 2. The Internet & Integrated Marketing
Communication
 Internet
The Internet is a global network connecting millions
of computers. More than 190 countries are linked into
exchanges of data, news and opinions.
A global computer network providing a variety of
information and communication facilities, consisting of
interconnected networks using standardized
communication protocols.

13. (2.1)Advertising on the Internet
 Web 1.0
Consisted mainly & static sites resulting in a one-way flow of
communication.
 Web 2.0
Has led to dramatic changes in the world wide web in a two way
flow of communication.
 Web 3.0
“The Intelligent Web” – Using natural language search, data
mining, artificial intelligence technology…

15. (2.1)Advertising on the Internet ( Contd..)
Web 1.0 employs a verity of forms.
• Banners
• Sponsorships
• Pop-up ads/pop under
• Interstitials
• Links
• Paid search
• Behavioral targeting
• Contextual ads
• Rich media

16. Banners
Sponsorships
• A portion of another owner’s page.in this banner add
cover the vast majority of the advertising on the net.
• Ownership of an entire site or page.
1. Regular Sponsorship : when a company pays to
sponsor a section of a site
2. Cooperate sponsorship: when a company pays to
sponsor a whole of a site

17. Pop-ups/ pop- under
Interstitials
1.Popups : This add appear on your web page.
2.Pop under : This add appear under the webpage &
become visible the users leave the site.
• Ads appearing while waiting for a page to load.

18. Links
Paid search
• Hypertext links to other sites, pages or locations. That
provide additional information related content.
• Search engine advertising , In which advertiser pay
only when a consumer clicks on their advertise or
link from a search engine page.

19. Behavioral Targeting
Contextual ads
• It is based on advertisers’ targeting consumers by
tracking their website surfing behavior.
• Advertisers who target their ads based on the content
of the webpage are using contextual advertising.

20. Rich Media
A broad range of interactive digital media that exhibit
dynamic motion, taking advantage of enhanced sensory
features such as video, audio and animation.
• Type of rich media include the following
1. Online Commercials
it is equivalent of traditional television
commercials. Some companies have created their own
web commercials .while when run the same spots they
show on tv

21. Rich Media (Contd..)
2. Video on Demand
Most available famous video on the web.
3. Webisode
It is a Short featured film. Companies create
their own contents to advertise their product.
EX: BMW 1Series Webisode

22. Web 2.0
• Current state of online technology
• It provides greater user interactivity and
collaboration, more pervasive network connectivity
and enhanced communication channels.
• Allows its user to interact with each other as
contributors to the website’s content.
• One of the most significant differences between Web
2.0 and the traditional World Wide Web ( Web 1.0) is
greater collaboration among Internet users, content
providers and enterprises.

23. Web 2.0 (Contd..)
Web 2.0 also employs verity of forms
• Social networking
• User- generated video sharing
• Podcasting
• RSS
• Blogs
• Other 2.0 Medias

25. Social networking
 Social networking is the practice of expanding the
social contacts by making connections through
individuals.
 Allows users to share ideas, activities, events, and
interest within their individual networks

26. User- generated video sharing
 Mostly offer free services whereby users can upload
video clips, music videos, video blogs and other
content.
 Large organization such as CBS, the BBC, and Vevo
have now begun to post commercials and other forms
of information( such as product assembly instruction,
trouble shooting guides and so on) on utube and other
sites.
 Use this medium to encourage consumers to create
and upload commercials of their own through
contests.

27. Podcasting
 Is a medium that uses the internet to distribute radio
like files by iPods and other MP3 players.
 With podcasts you don’t have to wait to hear
something that interests you. You choose what you
want to listen to.
 There are now thousands of podcasts and the number
is growing rapidly.

28. Podcasting (Contd..)
Podcasts offer several content marketing benefits that
video and blogging can’t provide:
 Listeners can learn while being productive. Try
watching a presentation while at the gym.
 Your audience can connect with your message while
they’re driving or working.
 Podcasts are convenient for users on all types of
devices and in almost every setting.

29. RSS
 It is a way to easily distribute a list of headlines, update
notices, and sometimes content to a wide number of people.
 It is used by computer programs that organize those headlines
and notices for easy reading.
Item 1:
Title: Sidewalk contract awarded
Description: The city awarded the sidewalk contract to Smith Associates. This hotly contested deal is
worth $1.2 million.
Link: http://www.gardencitynews.com/contractawards/sidewalk.htm
Item 2:
Title: Governor to visit
Description: The governor is scheduled to visit the city on July 1st. This is the first visit since the election
two years ago. The mayor is planning a big reception.
Link: http://www.gardencitynews.com/news/2004/06/gov-visit.htm

30. Blogs
 A web- based application consisting primarily of
periodic articles normally presented
 a regularly updated website or web page
 Typically one run by an individual or small group,
that is written in an informal or conversational style
 They offer advertisers a new way to reach their target
audience.
 There are blogs about beer, current events, sports,
raising children and so on

31. 2.2 Sales Promotion on the Internet
 Internet to be a very effective medium for disseminating sales
promotion
 As examples:-
 Online coupons
 Trivia games
 Contests
 Sweepstakes

32. 2.3 Personal Selling on the Internet
 Business to business market
 Building a strong web presence.
 Reduce new hires & cut existing sales force
 Primary source of information for customers for customers in
the B to B market.
 Increase customer retention & cross selling.
 Company use trial demonstration, samples offered online,
twitter.
 The internet & personal selling are design to be
complementary tools in a well design IMC program

33. 2.4 Public Relation on the Internet
 Most of the company devotes a portion of their
content to public relation activities in their websites.
 including the provision of information about the
company, its philanthropic activities, annual reports
etc..
 Non-profit organization & political parties mostly
use.

34. 2.5 Direct Marketing on the Internet
 Direct marketing & the internet will approaches the topic from
two perspective,
Use of direct marketing tools for communication objectives.
 E-commerce
 Direct marketing tools:-
Direct mail
Infomercials
Home shopping channels

35. LO 3: To understand how to evaluate the
effectiveness of communication through internet.
3. Measuring the effectiveness of the internet
3.1 Audience Measures
3.2 Measures of Effectiveness
- Internet specific measures
- Traditional measures

36. 3. Measuring the Effectiveness of the
Internet
3.1Audience Measures
The counting of unique users (i.e. audience) and
their interaction with online content. At a campaign
level, this service is conducted by a third party to
validate that a publisher delivered what an advertiser
had requested. At the industry level, this service enables
media buyers to understand which brokers of online
content to negotiate with to reach a specific audience.

37. 3.2 Measures of Effectiveness
I. Internet specific measures- the effectiveness of the Internet measured
based on
- Clicks
- Post-click conversion - purchases, signups, participation of customers
after viewing the ad.
- Cost per conversion - Cost per conversion is the ratio of the number of
advertisement views and the number of successful conversions.
- Unique visitors - refer to a person who visits a site at least once
within the reporting period.
- Average frequency
- Ad interaction rate
- View through rate
- Visits

38. II. Traditional measures-
 Recall and retention
 Surveys
 Sales
 Tracking-brand awareness, message association.
 ROI
3.2 Measuring the Effectiveness of the
Internet ( Contd.. )

39. LO 4: To know the advantages &
disadvantages of the internet & interactive
media.
4. Advantage and Disadvantage of the Internet
4.1 Advantage
4.2 Disadvantage

40. 4. Advantages & Disadvantages of the
Internet
Advantages
 Target marketing
 Message tailoring
 Interactive capabilities
 Information access
 Sales potential
 Creativity
 Exposure
 Speed
 Complement IMC - vital link for IMC process.

41. 4. Advantages & Disadvantages of the
Internet ( Contd.. )
Disadvantages
 Measurement problems
 Clutter
 Potential for deception-data collection without permission, hacking, credit card
theft.
 Privacy
 Irritation-customers’ discontent with clutter, e-mail spam, pop up and pop under
ads.

42. LO 5: To examine the role of
additional online media.
5. Additional interactive media
5.1 Interactive TV
5.2 Mobile

43. 5. Additional Interactive Media
 Additional interactive media are also available & can be used
as a contributor to an IMC program
 A method of communication in which the program's outputs
depend on the user's inputs, and the user's inputs in turn affect
the program’s out put
 Interactive media engage the user and interact with him or
her in a way that non-interactive media do not.
 There are two types of interactive media,
Interactive TV
mobile

44. 5.1 Interactive TV
Interactive TV (iTV) is any television with what is called a
“return path”. Information flows not only from broadcaster to
viewer, but also back from viewer to broadcaster.

45. 5.2 Mobile
 Number of mobile phone users are increasing rapidly.
 More personal and interactive.
 Mobile ads can be delivered as form of messages, banners,
mobile search ads, mobile videos.
 Marketers can determine the users’ location, behavioral and
demographic information.

46. Thank You….