day 18: Communication and Product
Politics and the Internet:
Question: How would you use the Internet as a campaign manager?
Answer: Own candidate website, FB & Myspace page (social networking), comparison chart, YouTube videos & ads, blogging, banner ads & pop-ups, create/begin dialogue and convey core issues, etc. Our main goal is to get donations and get the vote
Communications
Relationship Stages
(1) Awareness
(2) Exploration
(3) Commitment
(4) ??
Importance of Integrated Communication
- goal of marketing and communications is to convet a relevant message to the right consumer at the right time
- synergy between message is integrated communication
- traditions and interactive marketing methods are converging
Online vs. Offline Communication
- See Figure 6.3
- pop-ups have a higher click through rate than banner ads
- website: how do they interact
- outdoor ads (billboards)
Communication Process
1. Identify the Target Audience
2. Determine the communication objective
3. Develop a media plan
4. Creating the message
5. Execute the Campaign
6. Evaluating the effectiveness of the campaign
Product Definition
- Can be defined as both tangible and intangible service generally grated for the purpose of transaction
- Two general types of products for hich the levers of product development differ- physical and service
- The Internet is changing some accepted limitations of service– based offerings such as intangibility, ??, heterogeneity, and perishability
- 3 components to overall value proposition: core benefits, basic product, and augmented product
Augmented Process Development Levers
- customer service programs (post sales support, customer care, and customer realtions management)
- loyalty programs and priveleges
- availability of complementary products
- upgrades
- enabling communications
- additional functionality
- fulfillment capabiliies
How Products Enable Customer Relationship
- two primary techniques
1. deploying the product development levers that are appropriate for the existing relationship and
2. emphasizing the elements of the value proposition that are most relevant at a given stage of the relationship