Remodelling Marketing Communications in an Internet environment – Jennifer Rowley
Posted by evamariash | Filed under 06. Critical Perspectives
There is considerable scope for the development of our understanding of marketing communications in the e-marketplace. This article reviews both the strategic and tactical impact of e-business on marketing communications.
The article sets first the difference between E-commerce and E-business. The first concept covers “any form of business or administrative transaction or information exchange that is executed using any information and communications technology”. E-business is a wider concept that embraces all aspects of the use of information technology in business, including servicing customers and collaborating with business partners. Both e-commerce and e-business occur in both organisational environments, and consumer environments.
The impact of Web presence on the role of marketing communications in the business is dependent on the stage of development of Web presence. Early applications were focused on Web site content. In further development of Internet activities, the organisation needs to understand the types of relationships that it is seeking to establish with customers and partners, and to develop a model that matches those objectives.
E-business objectives need to link closely with corporate objectives, vision and mission statements, and appropriate functional area objectives. Evaluation cannot proceed in the absence of specified objectives, and a strategy for the delivery of those objectives.
On the other side, new approaches to marketing communications at the tactical level are mainly focused on:
– Attracting attention: Consumers approach the Web in a number of different modes. The span ranges from a search strategy designed to locate a specific item of information through to general browsing, over the Web and through other sources. Many searches can be placed at some point in the middle of this range.
The traffic to a site can be maximised with attention to:
- Paid advertising
- Publicity and word of mouth
- Domain name and brand
- Portals and search engines
- Site and search design
- Return visits
The inherent measurability of many sources of traffic, and the ease of recording whether transactions take place suggest that there is an opportunity to gather more detailed information about consumer behaviour than was possible in other environments.
On the other hand, these measures are less easy to collect and interpret than they might first appear.
- Remodelling marketing communications in an Internet environment – Jennifer Rowley
- Remodeling Marketing Communications in an Internet Environment – Jennifer Rowley
- William Misloski – Marketing’s Neo-Renaissance
- 4. Cybercultures, trusted sources, virals and memes slides
- Deighton and Kornfield – Digital Interactivity
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