The integrated online process
-should be linked to communication processes in an organisation
and also with online processes.
Components of the promotional mix
(1) Online marketing -online marketing communication techniques ie online sales promotion and online direct marketing.
-online sales promotion tools (coupons, refunds, rebates, sampling offers, contests, games}
-online direct marketing is in two forms ( a )engage in e-commerce like allowing visitors to buy products online. (b) customer service eg post-sales communication, product use, delivery or problems
(2) Online advertising - to create awareness, communicate benefits, promote trial of the product, urges consumers to action.
(3) Online public relations -news, media releases, speeches, educational programmes, corporate identity materials, lobby,
The nature and development of online marketing.
First online marketing characterised by rapid growth in the business-to-consumer market.
Second online marketing, the focus now on the business-on-business market.
Third online marketing revolution is happening now within organisations.
The online marketing mix and the 10Cs of online marketing.
-online product, online price, online distribution, online promotion.
-10Cs of online marketing are the fundamental to online marketing success.
1) customer - to be the central focus
2) corporate culture - vision and commitment to online customers.
3) convenience - online purchasing is convenient and flexible and offers them great freedom
4) competition - marketers face competition on the internet
5) communication - carefully consider the promotional mix elements
7) creative content- content should be creative and interesting to attract customers. It should be encouraging too.
8) customisation- customise online experience to satisfy their individual requirements.
9) Co-ordination- departments should carefully co-odirnate the purchasing process
10) Control- marketers to closely monitor online activities by having access to numerous web analytic tools.
The differences between traditional and online marketing.
-online and traditional marketing have same objectives ie to increase sales and profits.
-online marketing aims to complement and achieve synergy with traditional marketing plan.
Differences online vs traditional
1. direct selling to an individual using an internet resource too eg an individual surfs the internet alone - includes marketing to the masses eg billboards are seen by many people.
2. involves pull marketing where the customer finds the organisation's website by being attracted to the benefits eg an organisation posts information on its website, via search engines people retrieve different sites and choose the one with information they need- traditional uses push factor where the organisation try to reach its target audience through marketing communication messages after conducting market research.
3.supports two way marketing. Feedback is involved. - traditional marketing supports one way marketing. There is little feedback from target audience.
The internet as a resource for online marketing
- internet resources refer to an Internet platform that will support the organisation's online marketing strategy and and messages.
-it is the pace on the internet where customers will be able to access online marketing messages.
-regarded as the organisation's most powerful marketing tool because of its global accessibility.
-it is regarded as a direct selling medium as it provides the organisation with another distribution channel.
-not only great for big organisations but also small organisations have an opportunity to reach a much bigger audience.
-websites should provide reliable and credible information.
-they should be user friendly and functional
-can be used by organisations as part of online customer service and marketing strategy that keeps customers informed about new products and services.
-usually contains industry news, product promotions and helpful hints.
-marketers also may include information that will lead to viral marketing as customers forward to their friends and contacts.
- customers or users simply sign up to receive these newsletters.
- created to allow computer users to send messages and share text files with other on same network.
-facilitates long-term organisation-customer relationship
-are interactive databases that allow users to access online information in various formats for example text, audio, video, audio
-media products can now also be streamed live eg live audiovisual presentations, interactive live charts and live videoconferencing.
Online marketing forms, Bulleting boards, Newsgroups, Mailing lists
- these type of forums are useful Internet resources that facilitate discussions and debate of topics of interest
-the use of forums can help marketers solicit advice and opinions of experts around the world.
Online Marketing applications
-Online market research
-Customer service and support
The integration of online marketing with traditional marketing
-online marketing should not be treated as a separate campaign but should fully integrate with the organisation's marketing mix.
-if proper synergy is made online marketing becomes mre valuable to the organisation's overall marketing objectives.
- for example the organisation may use the traditional marketing means like magazines, billiboard, posters to make people be aware of their website and online activities.
Online marketing as a 'pull' and 'push' mechanism
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