Chapter 15 group o

The Internet and Interactive MediaCHAPTER 15

OBJECTIVES OF PRESENTATION

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

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OBJECTIVES OF IMC USING INTERNET

Creating awareness

Generating interest

Disseminating information

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Internet communication was initially established with the objective of disseminating information but in addition to that communications and sales objectives are also being pursued

Using internet for marketing communication requires

A plan that considers target audience (consumers and business-to-business)

Specific objectives and strategies, and methods of measuring effectiveness

How it started?

Current Situation

Creating an image for the brand/product

Creating a strong brand

Stimulating trial

FORMS OF INTERNET ADVERTISING 4

MEASURING EFFECTIVENESS Internet, as a medium can be employed for sales promotion, personal selling, public relations, direct marketing (via

direct mail, infomercials, e-commerce, home shopping channels)

Companies measuring effectiveness on the internet employ a variety of methods, most of which can be done electronically. Internet Advertising Bureau developed the following guidelines for internet measurement that would allow for independent auditing and verification:

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ALTERNATE MEASUREMENTS

Arbitron

MRI and SMRB

Audit Bureau of Circulations

Interactive Advertising Bureau (IAB)

eMarketer

Nielsen Net Ratings

Jupiter MediMetrics Inc.

Business 2.0 and Fast Company

Internet Advertising Report and office.com

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Data Sources are provided by:

Alternative Measurements of

Effectiveness

Reliability of data is KEY to successful measurements

USING INTERNET IN IMC - PROS

Ability to target very specific groups of individuals with a minimum of waste coverage

Messages can be designed to appeal to the specific needs and wants of the target audience

Strong potential for increasing customer involvement and satisfaction and almost immediate feedback for buyers and sellers

Availability as a source for plethora of information

Incredible sales potential generated in both business-to-business and the consumer segments

Creative design leading to repeat visits and positive positioning

Gain exposure to potential customers with a limited budget

Quickest means of acquiring information

Vital link in the integrative process as internet complements and is complemented by other IMC media

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USING INTERNET IN IMC - CONS Lack of validity and reliability of the research numbers generated

Reduction in speed due to many users visiting the same page

Cluttering of ads leading to a drop in the likelihood of noticing one's ad

Potential for deception as internet advertising is unregulated

Invasion of privacy

Limited production quality

Poor reach compared to other media like television

Irritating aspects that deter customers from visiting the sites

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Interactive media have not yet fulfilled their promise

While still in its infancy, the medium has not received the acceptance and use expected

Test market indications are that the medium still needs improvements - particularly in content - before reaching mass acceptance

CONCLUSION