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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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Presentation Transcript
promotion

Promotion

Integrated Web communications

introduction
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)
asynchronous text
Asynchronous text
  • Electronic mail
    • One-to-one
    • One-to-few
    • Broadcast special deals
  • Bulletin boards
    • One-to-many
    • Many-to-many
    • Customer problem resolution
synchronous text
Synchronous text
  • Chat
    • Real-time conversation
    • Internet CB radio
    • Interview with expert
  • ICQ
    • Instant e-mail
file transfer
File Transfer
  • File transfer protocol (FTP)
    • Get a file
    • Put a file
  • Distribute trial software
telnet
Telnet
  • Execute a program on a remote computer
  • Access the Library of Congress
audio
Audio
  • Download and play later
  • Stream and hear now
  • News archive
video
Video
  • Download and play later
  • Stream and view now
  • Video samples
newswire
Newswire
  • Broadcast news
    • Stock prices
    • Sports scores
  • Intranet news service
search engines
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
virtual reality
Virtual reality
  • Look around a location
  • View a car or a store
integrated internet marketing i 2 m
Integrated Internet Marketing (I2M)
  • The Internet supports
    • Multimedia
    • Personal communication
    • Mass communication
    • Interaction
    • Database connections
i 2 m
I2M
  • The coordination of Internet facilities to:
    • Market products and services
    • Shape customer attitudes
    • Establish corporate image
i 2 m14

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
news stories
News stories
  • Intermediaries can filter or distort the message
  • Send press releases directly to customers
  • Make press releases available on a Web site
advertising
Advertising
  • Links are the billboards of the Internet
  • Ads should be seen as appropriate for the context
  • Effect is easy to measure
atmospherics
Atmospherics
  • Society has a history of creating attractive artificial environments
  • A Web site should achieve an emotional effect that prolongs browsing
employees
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
litter
Litter
  • Dangers
    • Mass postings to mailing lists
    • Inappropriate Web links
    • Time-consuming graphics
  • Disgruntled customers can create disparaging Web sites
signs
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
personal experiences
Personal experiences
  • Customers can try before buying
    • Freeware or shareware
  • Customers can get hooked
    • Limit functionality of a free trial
word of mouth
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
public relations
Public relations
  • Communicate with selected stakeholders
  • Community news
  • Sponsored events
  • Web pages for local organizations
  • Corporate reports
products and services
Products and services
  • Distribute product information
  • Technical support
  • FAQs
    • Frequently asked questions
  • Software patches
  • Free utilities
popular culture
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
conclusion
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