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Promotion

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

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Presentation Transcript

  1. Promotion Integrated Web communications

  2. 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)

  3. Asynchronous text • Electronic mail • One-to-one • One-to-few • Broadcast special deals • Bulletin boards • One-to-many • Many-to-many • Customer problem resolution

  4. Synchronous text • Chat • Real-time conversation • Internet CB radio • Interview with expert • ICQ • Instant e-mail

  5. File Transfer • File transfer protocol (FTP) • Get a file • Put a file • Distribute trial software

  6. Telnet • Execute a program on a remote computer • Access the Library of Congress

  7. Audio • Download and play later • Stream and hear now • News archive

  8. Video • Download and play later • Stream and view now • Video samples

  9. Newswire • Broadcast news • Stock prices • Sports scores • Intranet news service

  10. 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

  11. Virtual reality • Look around a location • View a car or a store

  12. Integrated Internet Marketing (I2M) • The Internet supports • Multimedia • Personal communication • Mass communication • Interaction • Database connections

  13. I2M • The coordination of Internet facilities to: • Market products and services • Shape customer attitudes • Establish corporate image

  14. 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

  15. I2M matrix

  16. News stories • Intermediaries can filter or distort the message • Send press releases directly to customers • Make press releases available on a Web site

  17. Advertising • Links are the billboards of the Internet • Ads should be seen as appropriate for the context • Effect is easy to measure

  18. Atmospherics • Society has a history of creating attractive artificial environments • A Web site should achieve an emotional effect that prolongs browsing

  19. 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

  20. Litter • Dangers • Mass postings to mailing lists • Inappropriate Web links • Time-consuming graphics • Disgruntled customers can create disparaging Web sites

  21. 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

  22. Personal experiences • Customers can try before buying • Freeware or shareware • Customers can get hooked • Limit functionality of a free trial

  23. 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

  24. Public relations • Communicate with selected stakeholders • Community news • Sponsored events • Web pages for local organizations • Corporate reports

  25. Products and services • Distribute product information • Technical support • FAQs • Frequently asked questions • Software patches • Free utilities

  26. 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

  27. 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

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