1. Online marketing communications

2. Characteristics of the Internet as a marketing communications medium
Consumer
Pull
Push
Website

3. Characteristics of the Internet
Communication style
synchronous vs asynchronous
Social presence
Control of communication content
when users are in control of content or presentation of message  interactive
Control of communication contact
consumer preference for having control over when contact is made

4. Level of social presence in communications
Higher
Personal selling
Telemarketing
Social presence
Electronic commerce
Direct mail
Lower
Synchronous Asynchronous
Communication style
Source: Peters, Linda, 'The new interactive media: one-to-one, but who to whom?' Marketing Intelligence & Planning, 16 January 1998, page 25

5. Consumer control of content and contact in marketing communications
Greater
Lesser
Electronic commerce
Personal selling
Greater
Consumer control of contact
Telemarketing
Direct mail
Lesser
Consumer control of content
Peters, 1998

6. Benefits of marketing communications on the Internet
users can determine usage patterns
offers global reach
powerful tool for building long-term customer relationships
interactive
enables consumers to be proactive
supports channel strategy

7. Interactivity Broadcast One-way communication Print Many Cinema
1.4(a) Traditional marketing communications media
One-way communication
Broadcast
Print
Cinema
Outdoor
Many

8. Consumer Website A Other consumers Website B
1.4(b) The Internet and marketing communications
Consumer
Website A
Other consumers
Website B

9. Key success factors in web design
layout and ease of use
provision of interesting and extensive jargon free content
regular content updates
interactivity
relevant, helpful links to other websites
secure transaction facilities

10. Marketing communications mix and the Internet
Advertising
allows advertiser to assess in real time what is and isn’t working
response levels can be measured (clickthroughs vs CPM impressions)
banner ads
pop-ups
webmercials
advertising via newsletters
microsites
affiliate programmes
Continued…

11. Public relations Sponsorship Sales promotion
new product launches and dissemination of important information
launch and distribution of annual reports
distribution of press releases
reproduction or broadcast of presentations
point of contact
internal communications
Sponsorship
content sponsorship
Sales promotion
to accelerate sales activity and encourage visitor involvement
offers can be tailored
website visitor/ recipient incurs cost of printing coupons

12. Direct marketing e-mail VS spam mail viral marketing
to sell products and services
up-sell and cross-sell
confirm orders
welcome new customer/say goodbye
announce important info
apologise
encourage people to visit website
build one-on-one customer relationship
VS spam mail
viral marketing
webcasting – sending customised information to online customers
behaviour measurement – cookies

13. Selling complementary to personal selling security concerns fulfilment
price and product comparisons
virtual showrooms and product demonstrations
direct sales
sales support
security concerns
fulfilment