2. OBJECTIVES OF PRESENTATION 2
To understand the different ways the Internet is used to communicate
To know the advantages and disadvantages of the Internet and interactive media
To know the role of the internet and interactive media in an IMC program
To understand how to evaluate the effectiveness of communications through the internet
3. OBJECTIVES OF IMC USING INTERNET 3
Creating awareness Creating an image for the brand/product
Generating interest Creating a strong brand
Disseminating information Stimulating trial
Internet communication was initially
established with the objective of
How it started?
disseminating information but in addition to
that communications and sales objectives
are also being pursued
Using internet for marketing communication
requires
Current Situation A plan that considers target audience
(consumers and business-to-business)
Specific
objectives and strategies, and
methods of measuring effectiveness
5. MEASURING EFFECTIVENESS 5
Internet, as a medium can be employed for sales promotion, personal selling, public
relations, direct marketing (via direct mail, infomercials, e-commerce, home shopping
channels)
Companies measuring effectiveness on the internet employ a variety of methods, most of
which can be done electronically. Internet Advertising Bureau developed the following
guidelines for internet measurement that would allow for independent auditing and
verification:
6. ALTERNATE MEASUREMENTS 6
Alternative
Measurements of
Effectiveness
Data Sources are provided by:
Arbitron
MRI and SMRB
Audit Bureau of Circulations
Interactive Advertising Bureau (IAB)
eMarketer
Nielsen Net Ratings
Jupiter MediMetrics Inc.
Business 2.0 and Fast Company
Reliability of data is KEY to successful
Internet Advertising Report and office.com measurements
7. USING INTERNET IN IMC - PROS 7
Ability to target very specific groups of individuals with a minimum of waste coverage
Messages can be designed to appeal to the specific needs and wants of the target
audience
Strong potential for increasing customer involvement and satisfaction and almost immediate
feedback for buyers and sellers
Availability as a source for plethora of information
Incredible sales potential generated in both business-to-business and the consumer segments
Creative design leading to repeat visits and positive positioning
Gain exposure to potential customers with a limited budget
Quickest means of acquiring information
Vital link in the integrative process as internet complements and is complemented by other
IMC media
8. USING INTERNET IN IMC - CONS 8
Lack of validity and reliability of the research numbers generated
Reduction in speed due to many users visiting the same page
Cluttering of ads leading to a drop in the likelihood of noticing one's ad
Potential for deception as internet advertising is unregulated
Invasion of privacy
Limited production quality
Poor reach compared to other media like television
Irritating aspects that deter customers from visiting the sites
CONCLUSION
Interactive media have not yet fulfilled their promise
While still in its infancy, the medium has not received the acceptance and use expected
Test market indications are that the medium still needs improvements - particularly in content -
before reaching mass acceptance
