Using the Internet forUsing the Internet for
MarketingMarketing
CommunicationsCommunications
ChapterChapter 99
Iny
Customer-CentricCustomer-Centric
MarketingMarketing
CommunicationsCommunications
• The Internet is the IDEAL medium for
communicating between firms and their
customers.
• Great for targeting specific seg...
Customer-Centric Marketing
• Interactive marketing enables customers to
react with the firm.
• Customers can customize the...
Building Customer-Centric
Websites
• The marketer or the client/prospect can start
the conversation.
• The firm gets information on the customer in
three (3)...
 MASSoffline
 Personal offline
 MASSonline
 Personal online
4 Communication Channels4 Communication Channels
• Personal websites
• Wireless devices
• Dynamic ads
• Interactive TV
• Email marketing
• User forums / online communities...
Interactive TV
The 6 Step
Communication
Process
ViralViral
((Word-of-MouthWord-of-Mouth))
MarketingMarketing
www.marketingterms.com/dictionary/viral_marketing/
Internet MarketingInternet Marketing
Cool Examples
• T
• X
• X
• X
• X
• X
• x
InIn Ne
InIn Ne
Resources
Interactive marketing week 9 Ethan Chazin
Interactive marketing week 9 Ethan Chazin
Interactive marketing week 9 Ethan Chazin
Interactive marketing week 9 Ethan Chazin
Interactive marketing week 9 Ethan Chazin
Interactive marketing week 9 Ethan Chazin
Interactive marketing week 9 Ethan Chazin
Interactive marketing week 9 Ethan Chazin
Interactive marketing week 9 Ethan Chazin
Interactive marketing week 9 Ethan Chazin
Interactive marketing week 9 Ethan Chazin
Interactive marketing week 9 Ethan Chazin
Interactive marketing week 9 Ethan Chazin
Interactive marketing week 9 Ethan Chazin
Interactive marketing week 9 Ethan Chazin
Interactive marketing week 9 Ethan Chazin
Interactive marketing week 9 Ethan Chazin
Interactive marketing week 9 Ethan Chazin
Interactive marketing week 9 Ethan Chazin
Interactive marketing week 9 Ethan Chazin
Interactive marketing week 9 Ethan Chazin
Interactive marketing week 9 Ethan Chazin
Interactive marketing week 9 Ethan Chazin
Interactive marketing week 9 Ethan Chazin
Interactive marketing week 9 Ethan Chazin
Interactive marketing week 9 Ethan Chazin
Interactive marketing week 9 Ethan Chazin
Interactive marketing week 9 Ethan Chazin
Interactive marketing week 9 Ethan Chazin
Interactive marketing week 9 Ethan Chazin
Interactive marketing week 9 Ethan Chazin
Interactive marketing week 9 Ethan Chazin
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Interactive marketing week 9 Ethan Chazin

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Great tips, resources, and best practices on internet marketing and interactive media for entrepreneurs, start-ups and business owners to plan, launch, grow their biz.

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Interactive marketing week 9 Ethan Chazin

  1. 1. Using the Internet forUsing the Internet for MarketingMarketing CommunicationsCommunications ChapterChapter 99
  2. 2. Iny
  3. 3. Customer-CentricCustomer-Centric MarketingMarketing CommunicationsCommunications
  4. 4. • The Internet is the IDEAL medium for communicating between firms and their customers. • Great for targeting specific segments with customized offers and messages. • Internet facilitates MASS CUSTOMIZATION through real-time one to one dialog. • Customer-centric: customers EXPECT high degree of interaction and individualization. • Relationship marketing demands excellent communication strategies. Internet CommunicationsInternet Communications
  5. 5. Customer-Centric Marketing • Interactive marketing enables customers to react with the firm. • Customers can customize the firms’ website based on their wants, needs, interests. • Demands a robust database marketing system. • Leverage customer registration information to customize their interactions with the organization. • Vehicles to focus on your customers include: customized newsletters, individualized content based on their click-through activity and their defined preferences.
  6. 6. Building Customer-Centric Websites
  7. 7. • The marketer or the client/prospect can start the conversation. • The firm gets information on the customer in three (3) different ways: – It’s database. – How the customer came to their website (click stream data.) – How the customer navigated through the website. • PEOPLE LOVE TO BE RECOGNIZED ANDPEOPLE LOVE TO BE RECOGNIZED AND TREATED SPECIALTREATED SPECIAL. • There are 44 categories of communication a firm has with its customers ->-> IndividualizationIndividualization
  8. 8.  MASSoffline  Personal offline  MASSonline  Personal online 4 Communication Channels4 Communication Channels
  9. 9. • Personal websites • Wireless devices • Dynamic ads • Interactive TV • Email marketing • User forums / online communities PersonalPersonal Online
  10. 10. Interactive TV
  11. 11. The 6 Step Communication Process
  12. 12. ViralViral ((Word-of-MouthWord-of-Mouth)) MarketingMarketing
  13. 13. www.marketingterms.com/dictionary/viral_marketing/
  14. 14. Internet MarketingInternet Marketing
  15. 15. Cool Examples
  16. 16. • T • X • X • X • X • X • x InIn Ne
  17. 17. InIn Ne
  18. 18. Resources
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