Marketing communications are important because the consumers have increased expectations of speed and quality of information due to Internet innovations. Thus, communications must also meet consumer demands.
In a marketing communications campaign, the Internet is a distribution channel, advertising vehicle, and a customer service vehicle.
Communication types:
• Mass offline
o Broadcast
Television
Radio
Outdoor
PR
o Print
Newspapers
Magazines
Yellow pages
Brochures
Newsletters
o Point of Purchase displays
• Personal Offline
o Telemarketing
o Direct mail
o Statement stuffers
o Customer service
• Mass Online
o Basic online tools
Banners
Interstitials
Search engines
PoP displays
o Applications of Basic Online Tools
Partnerships and affiliate programs
Sponsorships
Chat rooms
Serial marketing
• Personal Online
o Personalized commercial websites
o Email marketing
Viral marketing
Loyalty programs
Custom service
The six steps in the communication process are:
1. Identifying the Target Audience
2. Determining the Communication Objective
3. Developing the Media Plan
4. Creating the Message
5. Executing the Campaign
6. Evaluating the Effectiveness of the Campaign
The Internet applies the effect of the 2is, so they affect online levers to a greater degree than the offline levers.
For the different customer stages, the following levers are used:
AWARENESS Online levers: online billboards, search engines, e-mail, viral marketing
Offline levers: television, magazines, radio, yellow pages, billboards/ outdoor
EXPLORATION/ EXPANSION Online levers: online billboards, search engines, e-mail, viral marketing, website, permission marketing, serial marketing
Offline levers: television, radio, newspapers, packaging
COMMITMENT Online levers: targeted email/ permission marketing, personalized pages
Online/ Offline levers: loyalty programs, customer service
Offline levers: telemarketing, direct mail permission marketing with personalized offers
DISSOLUTION Personalized pages
Termination