Strategic Issues: The Internet

Pertemuan 21 & 22

Mata kuliah : O0274 - INTEGRATED MARKETING COMMUNICATIONTahun : 2009/2010

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Strategic Issues: The Internet

Understand the rapid nature of IT change Understand the concept of the internet Grasp how the internet can help marketers Grasp how the internet can hinder marketers Consider developing online strategies.

Learning Objectives:

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What is The Internet ? The internet is just an international network of computers linked together Once you’re hooked up and plugged in you can rocket around computers across the world, drop into discussion groups, read bulletin board, and share ideas, photos, videos, articles, news and games

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What is The Internet ? Visit virtual shopping malls, buy products, tour Universal studios, the louver in Paris or watch the Rolling stones play a concert The net has unique combination of anonymity (who knows who you really are) and intrusiveness (junk email)

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What is The Internet ? The internet provides an endless array of both useful and useless types information. you can discover how many cans of coke are left in a coke

machine on the other side of the world, make contact with old and new friends. Explore libraries and encyclopedias online.

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What is The Internet ? There is no doubt about it – from ethical moral and social perspective the internet has both good and bad aspects. Equally in marketing, the internet has its positive and negative features.

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What is The Internet ? Before exploring how the internet can

firstly, help marketers and secondly, hinder marketers, remember that : The internet is still largely misunderstood Cybermarkets are much faster changing than traditional markets

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What is The Internet ? Cybermarket models have extreme polemic changes – there is no norm a model Cybermarkets require new marketing

marriages (alliance) – wheter pain for or pure alliances, new marketing partnerships open up huge cyber opportunities The internet impacts different markets at different levels.

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How can The Internet Help Marketers ?

Marketing research Database building Customer service New product development Internal communications Cost reduction Distribution Selling Promotion

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1. Marketing Research Market information There is a lot of marketing research that can be collected on the Net, ranging from market analysis to the customer interviews through to creative ideas. The internet adds a huge resource, so huge that some feel that the internet, alongside other new sources provides too much information.

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Market Information The internet provides a rich resource for

research. From government reports and statistics to tourist boards, newspaper to journals It is possible to tap into news groups and discussion groups asking if anyone knows where specifics types of information might be found. Members are usually happy to help their Net colleagues by pointing them in the right direction.

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Market Information• Many newspapers, journals and press clipping services offer search facilities so that articles about specifically named companies, brands, products, industries and individual can be tracked.

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Competitor Information Whether about your own company or a competitor’s the Net reveals all. Well, as much as an organization wants to reveal when it puts its own site on the web. An organization’s web site provides useful information The first port of call for competitor information is often the competitor’s web site as it reveals something about the organization, its employees, its culture, internal news letter, new products, new visions and sometimes hard information such as financial results.

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Customer Information Online feedback from customers visiting a Web site provides the opportunity to carry out a continual focus group. The net can provide a continual dialogue between customer and company

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Miscellaneous Information Online research can collect

information and ideas about new products, new

promotions and even cost-saving ideas

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2. Database Building With thousands, hundred of thousands and sometimes millions of interested visitors entering a particular Web site, several opportunities arise: trapping their data on to a database and developing a dialogue which support a strategy of relationship marketing. The full details of the visitor are usually captures either through registration (when entering the site) or other form-filling activities.

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World-wide club Today’s database and relationship marketing techniques help to build sophisticated membership

club.

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Dynamic Relationship Marketing Discussion groups, member involvement and speedy responses

all help to create a sense of involvement.

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BE A WINNER ALWAYS!!

THE WINNER WILL NOT GIVE UP!THE WINNER WILL NOT GIVE UP! EVOKE YOURSELF!EVOKE YOURSELF! MINDMAP YOUR THINKING!MINDMAP YOUR THINKING! BE A LEARNER AND YOU WILL BE A LEARNER AND YOU WILL SEE….!SEE….!

GOODLUCK!!