Online marketing communications

Characteristics of the Internet as a marketing

communications medium

Consumer

WebsiteWebsite

Pull Push

Characteristics of the Internet

• Communication style– synchronous vs asynchronous

• Social presence • Control of communication content

– when users are in control of content or presentation of message interactive

• Control of communication contact– consumer preference for having control

over when contact is made

Level of social presence in communications

Source: Peters, Linda, 'The new interactive media: one-to-one, but who to whom?' Marketing Intelligence & Planning, 16 January 1998, page 25

Higher

Lower

Socia

l p

resen

ce

Synchronous Asynchronous

Communication style

Personal selling

Telemarketing

Electronic commerce

Direct mail

Consumer control of content and contact in marketing

communications

Electronic commerce

Direct mail

Personal selling

Telemarketing

Consu

mer

contr

ol of

conta

ct

Greater

Lesser

LesserGreater

Consumer control of content

Peters, 1998

Benefits of marketing communications on the

Internet• users can determine usage patterns• offers global reach• powerful tool for building long-term

customer relationships• interactive• enables consumers to be proactive• supports channel strategy

Interactivity

One-way communication

BroadcastPrintCinemaOutdoor

Many

1.4(a) Traditional marketing communications media

Consumer

Website A

Website AOther

consumers

Website B

1.4(b) The Internet and marketing communications

Key success factors in web design

• layout and ease of use • provision of interesting and extensive

jargon free content• regular content updates• interactivity• relevant, helpful links to other

websites• secure transaction facilities

Marketing communications mix and the Internet

• Advertising– allows advertiser to assess in real time what is

and isn’t working– response levels can be measured

(clickthroughs vs CPM impressions)• banner ads• pop-ups• webmercials• e-mail advertising via newsletters• microsites• affiliate programmes

Continued…

• Public relations– new product launches and dissemination of

important information– launch and distribution of annual reports– distribution of press releases– reproduction or broadcast of presentations– point of contact– internal communications

• Sponsorship – content sponsorship

• Sales promotion– to accelerate sales activity and encourage visitor

involvement– offers can be tailored– website visitor/e-mail recipient incurs cost of

printing coupons

• Direct marketing• to sell products and services• up-sell and cross-sell• confirm orders• welcome new customer/say goodbye• announce important info• apologise• encourage people to visit website• build one-on-one customer relationship

– e-mail VS spam mail– viral marketing– webcasting – sending customised information

to online customers – behaviour measurement – cookies

• Selling– complementary to personal selling

• price and product comparisons• virtual showrooms and product

demonstrations• direct sales • sales support

– security concerns– fulfilment