E-Marketing Communication

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E-Marketing Communication

  1. 1. E-Marketing Communication
  2. 2. 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.
  3. 3. Consumer behavior is changing
  4. 4. Technology has changed too..
  5. 5. 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 communications The coordiation of communications channels to deliver a clear,consistent Message.
  6. 6. How do internet marketing communications differ from traditional marketing communications?  Interactivity  Intelligence  Individualisation  Integration  Industry restructuring  Independence of location
  7. 7. 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)
  8. 8. Techniques  E-mail.  Permission Marketing.  Viral Marketing.
  9. 9. E-mail (Advantages)  No postage or Printing Charges.  Immediate and direct response.  Can be individualized to meet the needs of specific users.
  10. 10. E-mail (Disadvantages)  Unsolicited e-mail  Difficulty in finding appropriate lists  Web site registration  Rented from list broker  Harvested from newsgroups
  11. 11. 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
  12. 12. 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.
  13. 13. Internet Advertising  Formats  Banners Pop-Ups Sponsorships Search Engine Marketing (SEM)  Key word advertising  Search Engine Optimization
  14. 14. Marketing Public Relations  Web Site  Blogs  Community Building  Online Events
  15. 15. 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
  16. 16. Marketing Public Relations  Blogs  Started in 1997 as diaries.  Became mainstream & effective since 2004.  For sharing info and experience.  Created by fans, users & companies.
  17. 17. 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
  18. 18. Marketing Public Relations  Online Events  Generate user interest & draw traffic to site.
  19. 19. Sales Promotion Offer  Coupons  Sampling  Contests & Sweepstakes
  20. 20. 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
  21. 21. Results 78% increase in impressions 42% increase in brand effectiveness
  22. 22. 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.
  23. 23. Bibliography  www.docstock.com  www.studymode.com  www.slideshare.net  www.spotmail.co.uk  www.buzzom.com
  24. 24. thank you…

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