2. • To understand the different ways the Internet is used to
communicate
• To know the advantages and disadvantages of the Internet
and interactive media
• To know the role of the Internet and interactive media in an
IMC program
• To understand how to evaluate the effectiveness of
communications through the Internet
3. A worldwide means of exchanging information and
communicating through a series of interconnected
computers
The features of the internet include
Electronic mail (e-mail)- Allows users to send
electronic mail anywhere in the world
World Wide Web (WWW)- Universal database of
information available to internet users. It is the
commercial arm of the internet
4. The general public has a desire for
information, control of that
information, speed, and convenience
Businesses are looking for effective customer
targeting, and more direct feedback
Technology has also contributed to adoption of the
Internet by facilitating high-speed
access, instituting safeguards that increased
confidence in the medium, and two-way
communication flow
5. Electronic business: use of the internet to conduct
business activities
Electronic marketing: the use of the internet to
conduct marketing activities
Electronic commerce: use of the internet for
buying and selling products and services
Electronic media: using the internet as an
advertising medium and a way to disseminate
information to consumers
6. To generate interest
To create awareness
To disseminate Information
To create an image
To create a strong brand
To stimulate trial
To create a buzz
To gain consideration
7. Advertising
Sales Promotions
The Internet site should
be integrated with: Personal Selling
Public Relations
Direct Marketing
8. Sponsorship:
Ownership of the entire site or page
Banner Ads:
A portion of another owner’s page
Pop-Ups:
Small windows that appear automatically
Interstitial:
Ads appearing while waiting for a page to load
Push Technologies or Webcasting:
Automatic or unsolicited message delivery
Links:
Hypertext links to other sites , locations or pages
9. Companies sometimes offer contests, sweepstakes, downloadable
coupons, and more to encourage visits to their sites, as well as to
establish brand loyalty. Ex Yahoo website
10.
11. Company uses its website for PR to promote products and images as well as
showcasing the causes it supports and champions such as global warming, peace, and
social and environmental issues. E.g. Ben and Jerry’s
12. Direct Mail:
Highly targeted
Relies on E-mail lists
Attempts to reach those with specific needs
Often used by catalogers
Marketing database on the net:
companies build or acquire a database
The database is sold to subscribers
Delivery may be off/on line
13. Online measuring
Recall and Retention
Non response
Surveys
Panels
Sales
Tracking
14. Arbitron
MRI and SMRB
Audit Bureau of Circulation
Internet Advertising Bureau
eMarketer
eAdvertiser
PC-Meter
iVALS
Jupiter and Forrester