Remodelling marketing communications in an Internet environment – Jennifer Rowley
Posted by Ηρώ | Filed under 06. Critical Perspectives
As the era of integration for marketing communications is here, technological advances could not leave this sector unaffected. E-communication is a channel with certain characteristics that has a considerable impact on marketing communications, that is, it is accessible 24 hours a day, by everyone, regardless their location, it is available globally but at the same time its potential audience can be individually identified and targeted. It is also an interactive channel of communication which supports the dialogue with the consumer.
E-communication can be divided in two different types: e-business and e-commerce. The latter covers all the forms of electronic business across an enterprise whilst the former is a wider concept that includes all types of use of information technology in business. Although there are several aspects of e-commerce and e-business that affect many different sectors, there are also significant differences on the e-business’s impact on specific market sectors. E-commerce on the other hand has four different stages regarding service development: contact, interaction, transaction and relation. These four phases describe the process that an organization follows to build a long-term with the consumers.
E-business objectives are closely linked to marketing communications objectives and thus include all the main goals an organization has to reach in order to succeed. However, e-communications contribute more to the fulfillment of certain marketing objectives. Finally, in terms of tactics e-communications focus on attracting attention and measuring advertising success in e-marketplace.
- Remodelling Marketing Communications in an Internet environment – Jennifer Rowley
- Remodeling Marketing Communications in an Internet Environment – Jennifer Rowley
- William Misloski – Marketing’s Neo-Renaissance
- Deighton and Kornfield – Digital Interactivity
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