E-Marketing Communication

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 Internets media characteristics. Discuss how marketers use the Internet for advertising, marketing public relations, sales promotions, and direct marketing.

Consumer behavior is changing

Technology has changed too..

Integrated Marketing Communications

IMC Characteristics:
Coherence

Consistency
Continuity Complementary

Integrated marketing communications The coordiation of communications channels to deliver a clear,consistent Message.

IMC is a cross-functional process for planning, executing, and monitoring brand communications. The goal is to profitably acquire, retain, and grow customers.

How do internet marketing communications differ from traditional marketing communications?

Interactivity Intelligence Individualisation Integration Industry restructuring Independence of location

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)

Techniques

E-mail. Permission Marketing. Viral Marketing.

E-mail (Advantages)

No postage or Printing Charges. Immediate and direct response. Can be individualized to meet the needs of specific users.

E-mail (Disadvantages)

Unsolicited e-mail Difficulty in finding appropriate lists Web site registration Rented from list broker Harvested from newsgroups

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

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.

Internet Advertising

Formats
Banners

Pop-Ups
Sponsorships Search
Key

Engine Marketing (SEM)

word advertising Search Engine Optimization

Marketing Public Relations

Web Site Blogs Community Building Online Events

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

Marketing Public Relations

Blogs
Started

in 1997 as diaries. Became mainstream & effective since 2004. For sharing info and experience. Created by fans, users & companies.

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

Marketing Public Relations

Online Events
Generate

user interest & draw traffic to site.

Sales Promotion Offer

Coupons Sampling Contests & Sweepstakes

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

Results
78% increase in impressions 42% increase in brand
effectiveness

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.

Bibliography

www.docstock.com www.studymode.com www.slideshare.net www.spotmail.co.uk www.buzzom.com

thank you