1. E-Marketing Communication

2. Presentation Objectives
 The new age consumer and communication.
 Define integrated marketing communication
(IMC) and explain the importance of modern
mediums of marketing communication.
 Describe the characteristics of the major
media and the Internet’s media characteristics.
 Discuss how marketers use the Internet for
advertising, marketing public relations, sales
promotions, and direct marketing.

3. Consumer behavior is changing

4. Technology has changed too..

5. Integrated Marketing
Communications
 IMC Characteristics:
 Coherence
 Consistency
 Continuity
 Complementary
 IMC is a cross-functional process for
planning, executing, and monitoring brand
communications.
 The goal is to profitably acquire, retain, and
grow customers.
Integrated marketing
communications
The coordiation of
communications
channels to deliver a
clear,consistent
Message.

6. How do internet marketing communications differ from
traditional marketing communications?
 Interactivity
 Intelligence
 Individualisation
 Integration
 Industry restructuring
 Independence of location

7. Direct Marketing
 Direct marketing includes techniques such as:
 Telemarketing
 Outgoing e-mail
 Postal mail, including catalog marketing
 Targeted online ads
 Short message services (SMS)
 Multimedia message services (MMS)
 Instant messaging (IM)

8. Techniques
 E-mail.
 Permission Marketing.
 Viral Marketing.

9. E-mail (Advantages)
 No postage or Printing Charges.
 Immediate and direct response.
 Can be individualized to meet the needs of
specific users.

10. E-mail (Disadvantages)
 Unsolicited e-mail
 Difficulty in finding appropriate lists
 Web site registration
 Rented from list broker
 Harvested from newsgroups

11. Permission Marketing
 Turning strangers into customers
 Asking people about what they are interested
in
 Successfull because in return for participation
users get coupons, cash or free products

12. Viral Marketing - WoM
 Viral marketing is an idea that spreads-and an
idea that while it is spreading actually helps
market your business or cause.

13. Internet Advertising
 Formats
 Banners
Pop-Ups
Sponsorships
Search Engine Marketing (SEM)
 Key word advertising
 Search Engine Optimization

14. Marketing Public Relations
 Web Site
 Blogs
 Community Building
 Online Events

15. Marketing Public Relations
 Web site
 Improve web site in order to increase customer
experience
 Modify web site for special events and days
 Collect customer data for further interaction
 Low-cost PR alternative
 Under satisfactory visiting frequencies

16. Marketing Public Relations
 Blogs
 Started in 1997 as diaries.
 Became mainstream & effective since 2004.
 For sharing info and experience.
 Created by fans, users & companies.

17. Marketing Public Relations
 Brand Communities
 Network of customer relationships
 Built on context and relevance of content
 Mutual Responsibility
 Rituals and traditions
 Celebrate brand history
 Share brand stories
 Assimilate new brand users

18. Marketing Public Relations
 Online Events
 Generate user interest & draw traffic to site.

19. Sales Promotion Offer
 Coupons
 Sampling
 Contests & Sweepstakes

20. Coupons & Sampling
 Coupons
 For both online & offline clients
 Offers include both online and offline advantages
 Sampling
 Free testware or partial software
 Home delivery sampling after online application

21. Results
78% increase in impressions
42% increase in brand
effectiveness

22. To summarize...
 When designing e-marketing communication
strategy
 take into account the changing media and
consumer.
 the cost and effectiveness of the media.
 choose between many alternatives that best fit
your purpose.
 e-mail marketing/online advertising/direct marketing
 measure to see results.

23. Bibliography
 www.docstock.com
 www.studymode.com
 www.slideshare.net
 www.spotmail.co.uk
 www.buzzom.com

24. thank you…