The document discusses the use of the internet and interactive media in integrated marketing communications (IMC). It describes how the internet allows worldwide communication through interconnected computers. Businesses use the internet for electronic business, marketing, and commerce activities to target customers, gain feedback, and facilitate two-way communication. The document outlines different internet marketing communication tools and their purposes, as well as challenges in measuring effectiveness.

2. • To understand the different ways the Internet is used to
communicate
• To know the advantages and disadvantages of the Internet
and interactive media
• To know the role of the Internet and interactive media in an
IMC program
• To understand how to evaluate the effectiveness of
communications through the Internet

3. A worldwide means of exchanging information and
communicating through a series of interconnected
computers
The features of the internet include
 Electronic mail (e-mail)- Allows users to send
electronic mail anywhere in the world
 World Wide Web (WWW)- Universal database of
information available to internet users. It is the
commercial arm of the internet

4. The general public has a desire for
information, control of that
information, speed, and convenience
Businesses are looking for effective customer
targeting, and more direct feedback
Technology has also contributed to adoption of the
Internet by facilitating high-speed
access, instituting safeguards that increased
confidence in the medium, and two-way
communication flow

5.  Electronic business: use of the internet to conduct
business activities
 Electronic marketing: the use of the internet to
conduct marketing activities
 Electronic commerce: use of the internet for
buying and selling products and services
 Electronic media: using the internet as an
advertising medium and a way to disseminate
information to consumers

6.  To generate interest
 To create awareness
 To disseminate Information
 To create an image
 To create a strong brand
 To stimulate trial
 To create a buzz
 To gain consideration

7. Advertising
Sales Promotions
The Internet site should
be integrated with: Personal Selling
Public Relations
Direct Marketing

8. Sponsorship:
Ownership of the entire site or page
Banner Ads:
A portion of another owner’s page
Pop-Ups:
Small windows that appear automatically
Interstitial:
Ads appearing while waiting for a page to load
 Push Technologies or Webcasting:
Automatic or unsolicited message delivery
 Links:
Hypertext links to other sites , locations or pages

9. Companies sometimes offer contests, sweepstakes, downloadable
coupons, and more to encourage visits to their sites, as well as to
establish brand loyalty. Ex Yahoo website

11. Company uses its website for PR to promote products and images as well as
showcasing the causes it supports and champions such as global warming, peace, and
social and environmental issues. E.g. Ben and Jerry’s

12.  Direct Mail:
 Highly targeted
 Relies on E-mail lists
 Attempts to reach those with specific needs
 Often used by catalogers
 Marketing database on the net:
 companies build or acquire a database
 The database is sold to subscribers
 Delivery may be off/on line

13.  Online measuring
 Recall and Retention
 Non response
 Surveys
 Panels
 Sales
 Tracking

14. Arbitron
MRI and SMRB
 Audit Bureau of Circulation
Internet Advertising Bureau
 eMarketer
 eAdvertiser
PC-Meter
 iVALS
Jupiter and Forrester

15. Pros: Cons:
Target Marketing  Measurement problem
 Message Tailoring  Audience Characteristics
 Interactive Capabilities Web snarl
 Information Access  Clutter
 Sales Potential  Potential for Deception
 Creativity  Annoyance
 Exposure  Poor Reach
Speed  Privacy