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Promotion. Integrated Web communications. Introduction. Organizations need a systematic way to examine opportunities and relate them to available Internet tools A cohesive marketing strategy for exploiting Internet technologies Integrated Internet Marketing (I 2 M). Asynchronous text.
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Promotion Integrated Web communications
Introduction • Organizations need a systematic way to examine opportunities and relate them to available Internet tools • A cohesive marketing strategy for exploiting Internet technologies • Integrated Internet Marketing (I2M)
Asynchronous text • Electronic mail • One-to-one • One-to-few • Broadcast special deals • Bulletin boards • One-to-many • Many-to-many • Customer problem resolution
Synchronous text • Chat • Real-time conversation • Internet CB radio • Interview with expert • ICQ • Instant e-mail
File Transfer • File transfer protocol (FTP) • Get a file • Put a file • Distribute trial software
Telnet • Execute a program on a remote computer • Access the Library of Congress
Audio • Download and play later • Stream and hear now • News archive
Video • Download and play later • Stream and view now • Video samples
Newswire • Broadcast news • Stock prices • Sports scores • Intranet news service
Search engines • Index full text within a document and store in a database • Search by keyword • Computer thinks these match • Searching an organization’s Web site
Virtual reality • Look around a location • View a car or a store
Integrated Internet Marketing (I2M) • The Internet supports • Multimedia • Personal communication • Mass communication • Interaction • Database connections
I2M • The coordination of Internet facilities to: • Market products and services • Shape customer attitudes • Establish corporate image
Atmospherics Popular Employees culture Products Litter and services Marketing Stakeholder Public News stories relations attitudes Corporate image Word of Signs mouth Personal Advertising experiences I2M
News stories • Intermediaries can filter or distort the message • Send press releases directly to customers • Make press releases available on a Web site
Advertising • Links are the billboards of the Internet • Ads should be seen as appropriate for the context • Effect is easy to measure
Atmospherics • Society has a history of creating attractive artificial environments • A Web site should achieve an emotional effect that prolongs browsing
Employees • Consistent internal communication is a prerequisite for consistent external communication • E-mail and lists for employee communication • Harness global skills • Problem solving • Distribute decisions rapidly
Litter • Dangers • Mass postings to mailing lists • Inappropriate Web links • Time-consuming graphics • Disgruntled customers can create disparaging Web sites
Signs • Use logos and signs to reinforce the corporate name • Re-invent the use of signs • Animation can be used to reinvent a static logo
Personal experiences • Customers can try before buying • Freeware or shareware • Customers can get hooked • Limit functionality of a free trial
Word of mouth • Bad news travels vast and gathers momentum quickly • Eavesdrop on customers’ conversations • Monitor lists and news groups • Deja Tracker (formerly DejaNews) • Respond quickly
Public relations • Communicate with selected stakeholders • Community news • Sponsored events • Web pages for local organizations • Corporate reports
Products and services • Distribute product information • Technical support • FAQs • Frequently asked questions • Software patches • Free utilities
Popular culture • Popular culture can be used to publicize products and services • Links in popular Internet games • Games linked to popular culture • ABN AMRO’s goalkeeper
Conclusion • Firms should take full advantage of existing and new Internet technologies to maximize effectiveness of stakeholder communication • I2M is a systematic approach for searching for opportunities • Web presence must be cohesive to communicate a consistent message