Chapter 15 internet and interactive media

THE INTERNET AND INTERACTIVE MEDIA

THE INTERNET AND INTERACTIVE MEDIA

CHAPTER OBJECTIVES• 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

INTERNET DEFINITION

A worldwide means of exchanging information and communicating through a series of interconnected computersThe 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

REASONS FOR RAPID ADOPTION OF INTERNET

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

USES OF THE INTERNET FOR MARKETING

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

INTERNET COMMUNICATION OBJECTIVES

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

THE INTERNET AND IMC

AdvertisingAdvertising

Sales PromotionsSales Promotions

Personal SellingPersonal Selling

Public RelationsPublic Relations

Direct MarketingDirect Marketing

The Internet site should be integrated with:The Internet site should be integrated with:

INTERNET ADVERTISINGSponsorship: Ownership of the entire site or pageBanner Ads: A portion of another owner’s pagePop-Ups: Small windows that appear automaticallyInterstitial: 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

SALES PROMOTION

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

PERSONAL SELLING ON THE INTERNET

PUBLIC RELATIONS ON THE INTERNETCompany 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

INTERNET DIRECT MARKETING

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

MEASURES OF EFFECTIVENESS

Online measuring Recall and Retention Non response Surveys Panels Sales Tracking

SOURCES OF MEASUREMENT DATA

ArbitronMRI and SMRB Audit Bureau of CirculationInternet Advertising Bureau eMarketer eAdvertiserPC-Meter iVALSJupiter and Forrester

PROS AND CONS OF INTERNET

Pros:

Target Marketing Message Tailoring Interactive Capabilities Information Access Sales Potential Creativity ExposureSpeed

Cons:

Measurement problem Audience CharacteristicsWeb snarl Clutter Potential for Deception Annoyance Poor Reach Privacy

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