Title: CHAPTER 8: IMC
1CHAPTER 8 IMC
Integrated (and Interactive) Marketing
Communication
2Learning objectives
- Assess the difference in communications
characteristics between digital and traditional
media - identify effective methods for online and offline
promotion - understand the importance of integrating online
and offline promotion - relate promotion techniques to methods of
measuring site effectiveness (in conjunction with
Chapter 9).
3Questions for marketers
- What are the new types of interactive marketing
communications tools I can use? - How do their characteristics differ from
traditional media? - What are the strengths and weaknesses of these
promotional tools? - How do I choose the best mix of online and
offline communications techniques?
4Elements of the communications mix
Figure The main elements of the communications
mix
5(No Transcript)
6Differences in advertising
Old media
New media
Space
Expensive commodity
Cheap, unlimited
Time
Expensive commodity
Expensive commodity
for marketers
for users
Image creation
Image most important
Information most important
Information is secondary
Image is secondary
Co
mmunication
Push, one
-
way
Pull, interactive
Call to action
Incentives
Information (incentives)
Source
Janal (1998).
7Characteristics of interactive marketing
communications
- From push to pull
- From monologue to dialogue
- From one to-many to one-to-some and one-to-one
- From one-to-many to many-to-many
- From lean-back to lean-forward
- Changes in nature of marketing communications
- Increase in communications intermediaries
- Integration
8Traditional Promotion
A communication revolution...
C
The Internet
C
Content
Medium
F
C
C
SOURCE Hoffman Novak, 1996
We are moving from traditional mass
communication...
9Schramm communication model applied to Internet
Figure The communications model of Schramm
(1955) applied to the Internet
10One-to-one and one-to-many communications
Figure Online communication using the Internet
organisation (O), communicating a message (M) to
customers (C)
11e-Promotion
To an interactive communication model...
F
F
Content
F
Medium
Content
Content
F
C
Content
C
C
C
SOURCE Hoffman Novak, 1996
12Primary on-line promotion decisions
- Beware pop-ups e-mails (spamming)
- Banners can work if
- Relevant for audience
- High degree of involvment or intrique (animation)
- Tendency to click on banners
- Pre-existing appeal of the brand
- Its all about building TRAFFIC to and through
- your Website!!!
13Integrated marketing communications 1
- Coherence
- Consistency
- Continuity
- Complementary
14Integrated marketing communications 2
- Based on clearly identified marketing and
communications objectives - Full range of target audiences
- Management of all forms of contact
- Range of promotional tools
- Range of media
- Selection of most effective tools and media
15Online and offline tools for traffic building
Figure Common of?ine and online communications
techniques used to drive visitors to a website
16Integration of tools through time
Figure Integration of different communications
tools through time
17The web response model
Figure Communications supporting retention
through the Web response model
18Callback example
19Conversion marketing objectives
Figure Conversion marketing approach to
objective setting
20Advertising model
Figure Basic model for banner advertising
21Banner examples
22Banner example
23Doubleclick targeting
24eSpotting pay-per-click
25E-mail campaign structure example
Figure Example of a campaign structure for an
e-mail campaign. Supplied by UK-based e-mail
marketing specialists Harvest Digital
(www.harvestdigital.com)
26Viral campaign 3
27Alternatives for expenditure
Figure Alternatives for balance between
different expenditure on Internet marketing
28Alternatives for online and offline mix
Figure Options for the online v of?ine
communications mix (a) online gt of?ine, (b)
similar online and of?ine, (c) of?ine gt online