Marketing Communication Online

Marketing Communication Online

Risks and rewards of customer experience on the Web

Presented by Ward Tongen

A Working Definition

Online Marketing communications are all the communications between the organization and all other parties that take place online.

Functional Differences

Communication

Transaction

Distribution

• Conventional media serve as a communication channel

• New media function as communication, transaction, and distribution channels

Then…

“Sometimes when you concentrate on the details of a problem, you lose sight of the overall picture; in other words you focus on the unimportant, rather than on the important things. You miss the big picture.” - Upendran

Now…

“Any communication or marketing professional needs cross-cultural research and communication skills to be able to succeed in the future.” - Marye Tharp

Web Design

• User experience• Web usability• Make it self-evident

The Paradigm Shift

Risks

Kryptonite

2006 Super Bowl Search Marketing Scorecard

Rewards

Ronaldinho

The Future

Real World Applications

Believe in what you stand for.Blog &/or commentListen to your audienceMake it easy for themSpeak in a human voiceNatural, honest, & direct.Give them what they want!

Ask Me Questions

Ward [email protected]