Chapter 1: Introducing Internet Marketing

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Element of 7 S Model	Application to strategy
Key issues from practice
Strategy	The significance of digital marketing in influencing and supporting organization strategy	CHECK BOOK
Structure	CHECK BOOK
Systems
Staff
Style
Skills
Superordinate Goals	The guiding concepts of the digital marketing organization which are also part of shared values and culture. The internal and external perception of these may vary.

Key Marketing Communications Concepts:

Term	Definition	Examples
Medium	Anything that coveys a message. The carrier of the message or method or transmission. Can be conceived as the touch point with the customer.	BOOK
Discipline	BOOK
Channel
Vehicle

Six Categories of e-communications tools or media channels:

Offline Communication Tools:

Integrating Online and Offline Communications:

Communication initiated by customer	Communication initiated by company
Phone call to company	Advert to generate awareness. Places in newspaper or PC Magazine
Visit to website to review prices and specification	Phone call or e-mail by courier company to arrange delivery of PC
Phone call or e-commerce purchase of PC	Traditional mail-out or e-mail after 1 year to describe upgrade service
Support call to solve problems	Traditional mail-out or e-mail after 3 years to describe new product offers
Complaints about repair	Call to arrange visit (from sub-contracted company)

What benefits do digital media provide for marketers?

Interactivity – not solely a push medium (e-mail), but also pull (customers search for information). Information can be collected from customers via web pages (direct response).
Intelligence – Can monitor customers' interests and profile them.
Individualization – It is possible to tailor e-mail and web communications (personalization)
Integration – of offline and online channels
Intermediation – new intermediaries can be used as a route to market and there is also the opportunity to sell direct
Independence of Location – Possible to reach a wider market place

Katalog: wp-content -> uploads -> 2011
2011 -> Monitorowanie czynności układu krążenia
2011 -> Acta de la sesión ordinaria celebrada por el pleno del consejo asesor para el seguimiento del plan general de ordenación de tegueste
2011 -> Acta de la sesión ordinaria celebrada por el pleno del consejo asesor para el seguimiento del plan general de ordenación de tegueste

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