Lecture 17 E-Marketing E-Marketing Communication Tools Instructor: Hanniya Abid Assistant Professor COMSATS Institute of Information Technology

Objectives After this lecture, you will be able to: Define integrated marketing communication (IMC) and explain the importance of the hierarchy of effects model. Discuss how marketers use the Internet for advertising, marketing public relations, sales promotions, direct marketing, and personal selling. Identify several emerging IMC tools. Describe the most effective online IMC tactics.

Video – Will it blend

Will it Blend? Blendtec , a supplier of commercial blenders to Starbucks and others, produced a video in which the CEO blended unusual products such as a garden rake and a golf club. The video, uploaded to YouTube, received millions of views in a few months period. The Will It Blend? Campaign illustrates the potential value of viral marketing and connecting with consumers online. Do you think that such campaigns can build awareness? Can you think of other examples? Ipad – Will it Blend?; Iphone – Will it Blend?

Integrated Marketing Communication (IMC) IMC is a cross-functional process for planning, executing, and monitoring brand communications. The goal is to profitably acquire, retain, and grow customers. IMC strategy requires a thorough understanding of target markets, the brand, its competition, and other internal and external factors.

Marketing Communication Tools MarCom consists of both planned and unplanned messages between firms and customers and among customers. E-marketers can enhance MarCom by using innovative technologies, such as text and multimedia messages, databases, blogs, digital receiving devices, etc. Internet MarCom may include advertising, sales promotion, marketing public relations (MPR), direct marketing, and personal selling.

Imc Goals And Strategies The AIDA and “think, feel, do” (hierarchy of effects) models help guide selection of online and offline MarCom tools to meet their goals. The models recognize that consumers first become aware of a product before they develop feelings and purchase it. The models can help marketers select appropriate communication objectives and strategies, such as: Build brand equity. Elicit a direct response.

E-Marketing Tactics

Shift Happens – A video The latest version of the "Shift happens" videos updated for autumn 2009, developed by XPLANE in partnership with The Economist. This "Did You Know" video focuses on the changing media landscape, including convergence and technology. It gives an insight into just how much technology has changed.

Summary E-Marketing Communication Integrated Marketing Communication AIDA and Hierarchy of Effects

One last thing… Have a look at British airways Ads