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Chapter 1: Introducing Internet Marketing
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| bet | 11/50 | | Sana | 19.03.2017 | | Hajmi | 1,72 Mb. | | #274 |
Element of 7 S Model
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Application to strategy
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Key issues from practice
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Strategy
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The significance of digital marketing in influencing and supporting organization strategy
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CHECK BOOK
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Structure
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CHECK BOOK
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Systems
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Staff
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Style
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Skills
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Superordinate Goals
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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.
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Key Marketing Communications Concepts:
Term
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Definition
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Examples
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Medium
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Anything that coveys a message. The carrier of the message or method or transmission. Can be conceived as the touch point with the customer.
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BOOK
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Discipline
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BOOK
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Channel
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Vehicle
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Six Categories of e-communications tools or media channels:
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Search Marketing
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Online PR
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Online Partnership
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Interactive Ads
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Opt-in e-mail
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Viral Marketing
Offline Communication Tools:
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Advertising
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Personal Selling
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Sales Promotion
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PR
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Sponsorship
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Direct Mail
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Exhibitions
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Merchandising
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Packaging
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Word of Mouth
Integrating Online and Offline Communications:
Communication initiated by customer
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Communication initiated by company
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Phone call to company
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Advert to generate awareness. Places in newspaper or PC Magazine
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Visit to website to review prices and specification
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Phone call or e-mail by courier company to arrange delivery of PC
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Phone call or e-commerce purchase of PC
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Traditional mail-out or e-mail after 1 year to describe upgrade service
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Support call to solve problems
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Traditional mail-out or e-mail after 3 years to describe new product offers
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Complaints about repair
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Call to arrange visit (from sub-contracted company)
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What benefits do digital media provide for marketers?
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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).
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Intelligence – Can monitor customers' interests and profile them.
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Individualization – It is possible to tailor e-mail and web communications (personalization)
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Integration – of offline and online channels
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Intermediation – new intermediaries can be used as a route to market and there is also the opportunity to sell direct
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Independence of Location – Possible to reach a wider market place
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