2. Traditional media vs
New Media
• Traditional media is limited to an
approach where one entity can
communicate with many people
Example: a newspaper
campaign
• New Media is an approach
where unlimited number of
people are enabled to
communicate with unlimited
number of other people.
Example: Social Networking
Sites.
• Source: St Louis Business
Technology, 2011
3. Offline Site Promotion
• Company documentation:
business cards, invoices, etc
• Newspaper and Magazines
• Radio
• Television
• Branded products: pen, mug, t-
shirt,etc
• Word of Mouth
5. From PUSH to PULL
• Pull strategy: motivating present
and potential customers to
actively seek out your brand
• Tactics: advertising & mass
media
• Tactics: word of month referrals
• Tactics: Customer Relationship
Management
• Tactics: Sales, Promotions &
Discounts
6. Digital Dialogue-the benefits
• Dialogue between a company
and it's customers
• Collecting intelligence
• Web log analysis to build a
valuable picture of a consumer
• Profiling customers
• Segmentation
• Feedback and innovation
7. Communication on the
Internet/ the Theories
• Schramm (1955) model:
• Encoding - the design of the site
content that aims to convey the
message...
• Noise-the external influence that
affects the quality of the message...
• Decoding-the process of interpreting
the message...
• Feedback-occurs through online
forms and monitoring of on-site
behavior ( log files)...
• Source: Marketing Online,2011
