Strategic Issues: The Internet Pertemuan 21 & 22 Mata kuliah: O0274 - INTEGRATED MARKETING COMMUNICATION Tahun: 2009/2010.

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Presentation transcript:

Strategic Issues: The Internet Pertemuan 21 & 22 Mata kuliah: O INTEGRATED MARKETING COMMUNICATION Tahun: 2009/2010

Bina Nusantara University 3 Strategic Issues: The Internet  Understand the rapid nature of IT change  Understand the concept of the internet  Grasp how the internet can help marketers  Grasp how the internet can hinder marketers  Consider developing online strategies. Learning Objectives:

Bina Nusantara University 4 What is The Internet ?  The internet is just an international network of computers linked together  Once you’re hooked up and plugged in you can rocket around computers across the world, drop into discussion groups, read bulletin board, and share ideas, photos, videos, articles, news and games

Bina Nusantara University 5 What is The Internet ?  Visit virtual shopping malls, buy products, tour Universal studios, the louver in Paris or watch the Rolling stones play a concert  The net has unique combination of anonymity (who knows who you really are) and intrusiveness (junk )

Bina Nusantara University 6 What is The Internet ?  The internet provides an endless array of both useful and useless types information. you can discover how many cans of coke are left in a coke machine on the other side of the world, make contact with old and new friends. Explore libraries and encyclopedias online.

Bina Nusantara University 7 What is The Internet ?  There is no doubt about it – from ethical moral and social perspective the internet has both good and bad aspects.  Equally in marketing, the internet has its positive and negative features.

Bina Nusantara University 8 What is The Internet ?  Before exploring how the internet can firstly, help marketers and secondly, hinder marketers, remember that :  The internet is still largely misunderstood  Cybermarkets are much faster changing than traditional markets

Bina Nusantara University 9 What is The Internet ?  Cybermarket models have extreme polemic changes – there is no norm a model  Cybermarkets require new marketing marriages (alliance) – wheter pain for or pure alliances, new marketing partnerships open up huge cyber opportunities  The internet impacts different markets at different levels.

Bina Nusantara University 10 How can The Internet Help Marketers ?  Marketing research  Database building  Customer service  New product development  Internal communications  Cost reduction  Distribution  Selling  Promotion

Bina Nusantara University Marketing Research Market information  There is a lot of marketing research that can be collected on the Net, ranging from market analysis to the customer interviews through to creative ideas.  The internet adds a huge resource, so huge that some feel that the internet, alongside other new sources provides too muchinformation.

Bina Nusantara University 12 Market Information  The internet provides a rich resource for research. From government reports and statistics to tourist boards, newspaper to journals  It is possible to tap into news groups and discussion groups asking if anyone knows where specifics types of information might be found. Members are usually happy to help their Net colleagues by pointing them in the right direction.

Bina Nusantara University 13 Market Information Many newspapers, journals and press clipping services offer search facilities so that articles about specifically named companies, brands, products, industries and individual can be tracked.

Bina Nusantara University 14 Competitor Information  Whether about your own company or a competitor’s the Net reveals all. Well, as much as an organization wants to reveal when it puts its own site on the web. An organization’s web site provides useful information The first port of call for competitor information is often the competitor’s web site as it reveals something about the organization, its employees, its culture, internal news letter, new products, new visions and sometimes hard information such as financial results.

Bina Nusantara University 15 Customer Information  Online feedback from customers visiting a Web site provides the opportunity to carry out a continual focus group. The net can provide a continual dialogue between customer and company

Bina Nusantara University 16 Miscellaneous Information  Online research can collect information and ideas about new products, new promotions and even cost-saving ideas

Bina Nusantara University Database Building  With thousands, hundred of thousands and sometimes millions of interested visitors entering a particular Web site, several opportunities arise: trapping their data on to a database and developing a dialogue which support a strategy of relationship marketing. The full details of the visitor are usually captures either through registration (when entering the site) or other form- filling activities.

Bina Nusantara University 18 World-wide club  Today’s database and relationship marketing techniques help to build sophisticated membership club.

Bina Nusantara University 19 Dynamic Relationship Marketing  Discussion groups, member involvement and speedy responses all help to create a sense of involvement.

Bina Nusantara University 20 BE A WINNER ALWAYS!!  THE WINNER WILL NOT GIVE UP!  EVOKE YOURSELF!  MINDMAP YOUR THINKING!  BE A LEARNER AND YOU WILL SEE….! GOODLUCK!!