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The Internet and Interactive MediaCHAPTER 15
OBJECTIVES OF PRESENTATION
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
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OBJECTIVES OF IMC USING INTERNET
Creating awareness
Generating interest
Disseminating information
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Internet communication was initially established with the objective of disseminating information but in addition to that communications and sales objectives are also being pursued
Using internet for marketing communication requires
A plan that considers target audience (consumers and business-to-business)
Specific objectives and strategies, and methods of measuring effectiveness
How it started?
Current Situation
Creating an image for the brand/product
Creating a strong brand
Stimulating trial
FORMS OF INTERNET ADVERTISING 4
MEASURING EFFECTIVENESS Internet, as a medium can be employed for sales promotion, personal selling, public relations, direct marketing (via
direct mail, infomercials, e-commerce, home shopping channels)
Companies measuring effectiveness on the internet employ a variety of methods, most of which can be done electronically. Internet Advertising Bureau developed the following guidelines for internet measurement that would allow for independent auditing and verification:
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ALTERNATE MEASUREMENTS
Arbitron
MRI and SMRB
Audit Bureau of Circulations
Interactive Advertising Bureau (IAB)
eMarketer
Nielsen Net Ratings
Jupiter MediMetrics Inc.
Business 2.0 and Fast Company
Internet Advertising Report and office.com
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Data Sources are provided by:
Alternative Measurements of
Effectiveness
Reliability of data is KEY to successful measurements
USING INTERNET IN IMC - PROS
Ability to target very specific groups of individuals with a minimum of waste coverage
Messages can be designed to appeal to the specific needs and wants of the target audience
Strong potential for increasing customer involvement and satisfaction and almost immediate feedback for buyers and sellers
Availability as a source for plethora of information
Incredible sales potential generated in both business-to-business and the consumer segments
Creative design leading to repeat visits and positive positioning
Gain exposure to potential customers with a limited budget
Quickest means of acquiring information
Vital link in the integrative process as internet complements and is complemented by other IMC media
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USING INTERNET IN IMC - CONS Lack of validity and reliability of the research numbers generated
Reduction in speed due to many users visiting the same page
Cluttering of ads leading to a drop in the likelihood of noticing one's ad
Potential for deception as internet advertising is unregulated
Invasion of privacy
Limited production quality
Poor reach compared to other media like television
Irritating aspects that deter customers from visiting the sites
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Interactive media have not yet fulfilled their promise
While still in its infancy, the medium has not received the acceptance and use expected
Test market indications are that the medium still needs improvements - particularly in content - before reaching mass acceptance
CONCLUSION