Ongoing customer communication in e-marketing involves using online marketing communication (OMC) methods to both strengthen brands and promote sales. OMC has two main purposes - to inform consumers about product features to build the brand, and directly encourage purchases. Common OMC methods include online advertising, direct email marketing, online catalogs, and public relations. Online advertising takes various forms like banners, paid search placements, sponsorships, and affiliate relationships. Effective communication blends both online and offline tactics to maximize results.

1. Ongoing customer communication in e marketing
Concept of omc(online marketing communication)
 OMC are methods used by online firms to communicate to the consumer and
create strong brand expectations
OMC have a dual purpose :
-- OMC is used to strengthen the firm`s brand by informing the consumer
about the features
-- Secondly it promotes sales by directly encouraging the product to buy
the product sooner or later
Promotional sales communications suggest the consumer “buy now” and make
offers to encourage immediate purchase.
Methods of OMC
Online Advertising
Direct Email Marketing
Online Catalogs
Public Relations

2. Ongoing customer communication in e marketing
Online advertising
 A paid message on a website or other interactive medium such as instant
messaging
 Biggest advantage is the ability to target ads to narrow segment and to track
performance of ads
 Provides opportunity for interactivity (two way communication )between
advertiser and potential customer
 Primary disadvantage is to measure cost versus benefits as well as how to
adequate measure its results
Pricing Models For Online Advertisements
 Barter (exchange of space for something of equal value)
 Cost Per Thousand-CPM (advertiser`s pays for impression of 1000 unit lots)
 Cost Per Click-CPC (advertiser pays prenegotiated fee for each click and receives)
 Cost Per Action-CPA (advertisers pays for those users who perform a specific
action , such as registering , purchasing)
 Hybrid (two or more of the above models used together)
 Sponsorship (advertiser pays fixed fees )

3. Ongoing customer communication in e marketing
Forms Of Online Advertising
 Banner & Rich Media Ads
 Paid search engine inclusion and placement
 Sponsorship
 Affiliate relationship
(i) Banner Ads
 It displays a promotional message in a rectangular box at the top or bottom of a
computer screen
 If clicked on it brings a potential customer directly to the advertiser`s website
 Animated ads which displays different images in quick succession creating an
animated effect

4. Ongoing customer communication in e marketing
Types Of Banner Ads
 Button is a permanent form of banner ad
 Skyscrapers' are tall , narrow banner , almost 3 times the height of banner ads
 Pop-under ads opens underneath a user`s active browser window and does not
disappear until the user closes the active window (ad remains visible until the
user takes action to close it)
 Pop-underads sometimes results in negative branding
Rich Media Ads
Ads employing flash , streaming audio and/or video
 In comparison to banner ads these ads provide three dimensional view of the
product in use
 Further rich media ads are as follows :
 Interstitial Ads
 Superstitial Ads

5. Ongoing customer communication in e marketing
Interstitial Ads
Interstitial Ad is a way of placing a full page between the current page and the
destination page of a user
Generally inserted within the single website and is displayed when the user
moves from one page to the next
 To avoid boring users ads include animated graphics and music to entertain for
not more than 10 seconds
 Good interstitial may have skip through or stop option for users who don't have
interest
 Dead time is used and does not slows the arrival of the page they have
requested.
Superstitial Ads
 Superstitial is a rich media ad that is pre loaded into a browser`s cache and does
not play until fully loaded and the user`s click to another page
 It waits until the user clicks to another page before popping up in a separate
window
 Superstitial ads enable the pursuit of advertising goals including branding , direct
response , entertainment

6. Ongoing customer communication in e marketing
Modes Of Banner Ads
 Banner swapping is an arrangement among firms that allows each firm to have
its banners displayed on other affiliate sites with no cost
 Banner exchanges arrange for banner swapping among firms
 By displaying the banner of other firms , the firm can earn credits towards the
display of its banner on other websites
(ii) Paid Search Engines Inclusion & Placement
 In this the advertising firms pay the search engine for inclusion in the search
engine index
 Paid inclusion implies that there firm will appear prominently in the results of
relevant searches
 Firm who wish to be near or at the top of a particular search results in bid
between firms on how much they are willing to pay
 These include sponsorships & affiliate relationships

7. Ongoing customer communication in e marketing
(iii) Sponsorships
 It is a paid effort to tie an advertiser`s name to particular information , an event ,
a venue in a way that reinforces its brand in a positive way.
 Sponsorships are more about branding than immediate sales
 Generally in this content is combined with an ad message to make the message
more valuable
(iv) Affiliate Relationships
 It permits a firm to put its logo or banner ad on another firm`s website from
which users of that site can click through to the affiliate site
 Also known as tenancy relationships
 Strategic partnerships in which interests of both the parties are advanced and
there is no direct exchange of money
 Two sites may sell complimentary products and the firms may strike an affiliate
relationship to make it easier for their customers to find the products they are
looking for

8. Ongoing customer communication in e marketing
Direct E-mail Marketing
 E-mail marketing messages sent directly to interested users
 Key to effective direct email marketing is “interested users”
 It is different from spam ( sending unsolicited e-mail to mass audience of
internet users who have expressed no interest in the product )
 In this information is sent to only those people who have expressed at one time
or other an interest in receiving the message from the advertiser
Online Catalogs
 Online catalog is to display a firm`s products
 Electronic version of online catalog includes :
- color image of each available product ,
- description of the item ,
- size
- color
- material composition
- pricing information

9. Ongoing customer communication in e marketing
Public Relations
 Marketing tool used to increase awareness of a site and potentially boost traffic
 Public relations involve communicating with target audience or public using
methods other than advertising
 Methods include special events like grand opening , press conference and
publications
Mixing online & Offline Communication
 Marketing communications campaign most successful at driving traffic to a web
site have incorporated both online & offline
Eg Unilever took the database of the customers addresses which has been
collected online and mailed a paper magazine filled with cooking and cleaning
tips to that list
- Although an electronic magazine would have been less costly Unilever believed
a paper publication to be better suited for providing information

10. Step 1
Step 3
Step 2
Step 4
Step 5
Six Steps of the Communication Process
Step 6
Identify the Target Audience
Determine the
Communication Objective
Develop the Media Plan
Create the Message
Execute the Campaign
Evaluate the Effectiveness
of the Campaign