1) Why are marketing communications important?Its important because the internet has created competition and leaves expectations in the minds of the consumer, therefore we must reach these expectactions through interactivity and through individuals and their important relationships to the marketing department.
2) What is the role of the Internet in a marketing communications campaign?The goal of marketing and communications is to convey relevant messages to the right consumers at the right time. Synergy between messages is intergrated communications. Traditional and interactive marketing methods may be used at hte same time.
3) What are the main categories of communication types, and within each catergoy, what are the tools, or marketing levers, that marketers use to communicate with consumers?Marketing communications, which includes all the points of contact that a firm has with its customers, can be grouped into four categories:
Mass offline- Broadcast Media: television, radio, outdoor & public relations. Print Media: newspapers, magazines, yellow pages, brochures, newsletters. Point-of-Purchase Displays
Personal offline- Telemarketing, Direct Mail, Statement Stuffers, Customer Service
Mass online- Basic Online Tools: banners, interstitials, search engines, point-of-purchase displays, Applications of Basic Online Tools: partnerships and affiliate programs, sponsorships, chat rooms, serial marketing
Personal online- Personalized Commercial Websites, E-mail Marketing: viral marketing, loyalty programs, customer service
4) What are the six steps in the communication process?
- Identifying the Target Audience
- Determining the Communication Objective
- Developing the Media Plan
- Creating the Message
- Executing the Campaign
- Evaluating the Effectiveness of the Campaign
5) How do the 2Is of the Internet affect marketing communications?
Interactivity- you can develop a closer relationship with consumers when you make them feel comfortable and can do anything online, like text messages alerts, and emails. Individual- is the relationship with consumers.
Stages are: Awareness – Exploration/Expansion – Commitment – Dissolution
Levers use for Awareness – online levers : search engines, viral marketing, emails, banner ads – Offline levers: broadcast media, print, outdoors. Exploration/Expansion - online levers: banners, and emails. Offline levers - print, and broadcast media Commitment - online levers: permission base marketing, emails, and also personalized web page. Offline levers: direct marketing – mail, telemarketing (most individuals don’t like this). Dissolution - online levers: personalization of websites. Offline levers: deletion