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 Internet’s 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

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 communicationsThe coordiation of communicationschannels to deliver a clear,consistentMessage.

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 Engine Marketing (SEM)

Key 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…