Lecture 4 Interactive Marketing Communications

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Lecture 4Interactive Marketing Communications
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Learning objectives

• Assess the difference in communications
  characteristics between digital and traditional
  media.
• Identify effective methods for online and offline
  promotion.
• Understand the importance of integrating online
  and offline promotion.
• Relate promotion techniques to methods of
  measuring site effectiveness (in conjunction with
  Chapter 9).

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Questions for marketers

• What are the new types of interactive marketing
  communications tools I can use?
• How do their characteristics differ from
  traditional media?
• What are the strengths and weaknesses of these
  promotional tools?
• How do I choose the best mix of online and
  offline communications techniques?

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Options available in the communications mix for
increasing visitors toa web site
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Characteristics of interactive marketing
communications

• From push to pull
• From monologue to dialogue
• From one-to-many to one-to-some and one-to-one
• From one-to-many to many-to-many
• From lean-back to lean-forward
• Changes in nature of marketing communications
• Increase in communications intermediaries
• Integration

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One-to-one and one-to-many communications
The differences between one-to-many and
one-to-one communication using the Internet
(organisation (O), communicating a message (M) to
customers (C))
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The communications model of Schramm (1955)
applied to the Internet
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Differences in advertising
Old media

New media

Space

Expensive commodity

Cheap, unlimited

Time

Expensive commodity

Expensive commodity


for marketers

for users

Image creation

Image most important

Information most important


Information is secondary

Image is secondary

Co
mmunication

Push, one
-
way

Pull, interactive

Call to action

Incentives

Information (incentives)

Source After Janal (1998).

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Summary of the different characteristics of
media Source Millward Brown Qualitative
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Integrated marketing communications

• Coherence
• Consistency
• Continuity
• Complementary

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Integrated marketing communications (Continued)

• Based on clearly identified marketing
  communications objectives
• Full range of target audiences
• Management of all forms of contact
• Range of promotional tools
• Range of media
• Selection of most effective tools and media

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Source of donations to the 20045 Asian Tsunami
appeal Source Disasters Emergency Committee
(DEC) (www.dec.org.uk)
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Integration of different communications tools
through time
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An analogy between different web sites and the
planets
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Range of response mechanisms from online media
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Conversion marketing approach to objective
setting forweb communications
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Measures used for setting campaign objectives or
assessing campaign success increasing in
sophistication from bottom to top
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An example of effectiveness measures for an
online ad campaign
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Percentage who consider the different information
sources as important when researching or
considering a product or service Source AOL
(Brand New World), 2004 , Base All 750
Respondents
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Google search engine results page for keyphrase
car insurance Source Reprinted by permission
of Google, Inc. Google search engine is a
trademark of Google, Inc.
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Google search engine results page for keyphrase
cheap car insurance Source Reprinted by
permission of Google, Inc. Google search engine
is a trademark of Google, Inc.
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Search engine indexing
Stages involved in creating a search engine
listing
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Online PR

• What is it?
• the management of reputation - the planned and
  sustained effort to establish and maintain
  goodwill and mutual understanding between an
  organisation and its publics The UK
  Institute of PR (IPR)
• the managed process of communication between
  one group and another (it) is the method of
  defining messages and communicating them to
  target audiences in order to influence a desired
  response. Public
  Relationships Consultants Association (PRCA)

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Key E-PR activities

• Communicating with the media
• Link-building
• Blogs, RSS and Podcasting
• Managing how your brand is presented on third
  party sites
• Creating a buzz online viral marketing

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The affiliate marketing model (note that the
tracking software and fee payment may be managed
through an independent affiliate network manager)
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Link-building

• Monitor by
• Googling link www.ltnamegt.com or
  www.ltnamegt.com site www.ltnamegt.com
• Googlealert service www.googlealert.com
• News services www.newsnow.co.uk, etc
• Facilitation
• Online submission services
• pressbox.co.uk, prweb.com, webwire.com
• Assess roles of Communities, blogs and RSS
• Use a PR agency who gets it

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Blogs

• What is it?
• An online diary or news source prepared by an
  individual or a group of people
• Marketing purpose
• Engage audience with up-to-the-minute insider
  information for audience
• Show expertise
• Examples
• www.marketingvox.com
• http//weblogs.jupitermedia.com/meckler
• www.trixieupdate.com
• www.davechaffey.com

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RSS
Really Simple SyndicationRich Site Summary

• What is it?
• RSS is an XML-based summary of a web page
• RSS feeds provide RSS content for
• Syndication on other sites.
• Access by end users in RSS readers

See www.bbc.co.uk
Software reader www.rssreader.com , Web reader
www.bloglines.com, E-mail reader www.attensa.com

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Advertising model
Basic model for interactive display advertising
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Behavioural ad targeting process Source Twin
London (www.twinlondon.com)
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E-mail response figures Source Doubleclick
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Viral marketing example Subservient Chicken
(www.subservientchicken.com)
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Alternatives for expenditure
Alternatives for balance between different
expenditure on Internet marketing
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Alternatives for online and offline mix
Options for the online vs of?ine communications
mix (a) online gt of?ine, (b) similar online and
of?ine, (c) of?ine gt online
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