Remodeling Marketing Communications in an Internet Environment – Jennifer Rowley
Posted by alixatbcbg | Filed under 06. Critical Perspectives
In this article, Rowley looks at different strategies and tactics that Marketing Communications departments can or should use to integrate the Web into their business.
She begins by distinguishing between “e-commerce” (doing business online – more transactional) and “e-business” (any aspect of your business that you extend online – this is where marketing would fit in).
She continues by outlining the four stages of online business: Contact, Interact, Transact and Relate (see p.2-3). However, it is important when reading this to remember that this article was written in 2001, before social media had reached its peak. The closest stage to what we now know as online social networking would be Relate – Rowley describes this stage as allowing customers (B2C or B2B) to utilize your website as a portal of information. For example: order tracking or allowing customers to access up-to-date information about stock-level.
Rowley also looks at the different stages of the communication process (cognitive, affective and behavior) and how they affect a person’s web usage. For example: if a consumer is in the cognitive stage – they may use a website as an introduction to a product or brand but as they move into the affective stage, use the web to form opinions and attitudes.
Rowley emphasizes the importance of strategizing for online activities as one would for any other marketing activity. She further reinforces the importance of clear objectives and evaluation.
Overall this article offers a wide range of practical advice for integrating the web into a firm’s corporate strategy and looks at how online marketing tools are changing the face of business.
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- Remodelling Marketing Communications in an Internet environment – Jennifer Rowley
- Remodelling marketing communications in an Internet environment – Jennifer Rowley
druwulf on
February 18, 2010 at 9:28 pm
Good one Alix. Especially important with this one to highlight how much has changed since 2001.