Internet is a worldwide means of exchanging information and communicating through a series of interconnected computers.For marketers, a number of these features on the Internet have developed as the commercial component as communication and sales tool. Some of the tools which can be used by marketers on the Internet are :
Internet Terminology(s) Relevant to marketers
Developing an Internet Program : Target Market
- Consumer Market
- Business to Business
Profile of Consumers on Internet
The Internet users are largely young population between the age group of 18- 39 years with sizable number of users in college and high school.
Objectives of Communication on Internet
- Create Awareness
- Generate Interest
Companies are using Internet to generate interest in their sites as well as their products and services. Companies put demo of their product so that consumer get feel and look of products.
- Disseminate Information
Internet is commonly used for to provide in-depth information about a company’s products and services. In business-to-business markets, having a website has become a necessity, as more and more buyers expect that a company will have a site providing them with detailed information about its offerings. For consumer companies, their websites serve as a means of communicating more information about their products and services.
- Create an Image
Websites are designed to reflect the image a company wants to portray.
- Create a strong Brand
Internet as part of an integrated marketing communications program can be a useful tool for branding. Unfortunately, many companies have not yet figured out how to successfully brand through the Internet.
E-commerce
Internet also offers the biggest opportunity to sell directly to customers.This direct selling of goods and services has been labeled e-commerce. Though some of the Internet selling selling companies have emerged , many companies maintain their existing “brick and mortar” stores while also selling through the Internet.
Integrated marketing Communication through Internet
Advertising on the Net
- Banners
Banner advertisement is the most common form of advertising on the Web. Banner ads are used for creating awareness or recognition or for direct-marketing objectives. Studies have indicated low customer impact of banner ads with a less than 1 percent response rate.
- Sponsorship
Two types of sponsorship are commonly used on net for advertisement
- Regular Sponsorship
- Content Sponsorship
In Regular sponsorship a company pays to sponsor for a section of a site, while in content sponsorship, in which the sponsor not only provides dollars in return for name association but participates in providing the content itself. Due in part to the lack of effectiveness of banner ads, sponsorship have been increasing in popularity.
- Pop-Ups/Pop-Under
Pop-Up are windows which open when website are accessed. Pop-ups are usually larger than a banner ad but smaller than a full screen.Pop-under are ads that appear underneath the web page and become visible only when the user leaves the site.
- Interstitial
Interstitial are ads that appear on your screen while you are waiting for a site’s content to download. Some advertisers believe that interstitial are irritating and more of a nuisance than a benefit.
- Push Technologies
Push technologies allow companies to “push” a message to consumers rather than waiting for them to find it. Push technologies dispatch web pages and news updates may have sound and video geared to specific audiences.
- Website Links
Internet has been used as an effective medium for disseminating sales promotions.
Personal Selling on Internet
In B2B marketing internet is commonly used for personal selling. Internet is been useful to reduce The high-cost and poor-reach disadvantages of personal selling by primarily using internet as source of information. Visitors on website valuable resource for leads that both internal and external sales persons can follow up, and they become part of a prospect database.Companies was also used internet to reduce their response times to inquiries as well as complaints.
Public Relation on Internet
Most of the company website devote a portion of their content to provision of information about the company, its philanthropic activities,annual reports, and other PR activities. Some philanthropic and nonprofit organizations have found the Internet to be a useful way to generate funds.
Direct Marketing on Internet
- Direct Mail
- Info-commercial
- E-commerce
- Home Shopping Channels
Effectiveness Measurement Parameters
Advantages of Marketing on Internet
- Target marketing
- Message tailoring
- Interactive Capability
- Information Access
- Sales Potential
- Creativity
- Exposure
- Speed
- Marketing impact Measurement Assessment
- Web-snarls
- Clutters
- Potential for Deception
- Privacy
- Limited production quality
- Irritation
Emerging Trends in Interactive Marketing
- Interactive TV
Interactive TV allows the viewer of a television program to interact with the program and/or the ads. They allow user multitasking to users by allowing television viewers to watch an event—for example, a football game—and pull up information on players, history of the match-ups between the teams, and other statistics without ever leaving the couch or the game.
- Wink -Enhanced Advertisement
Wink-enhanced advertisements allow advertisers to communicate directly with Wink-subscribed viewers during a traditional 30- or 60-second spot. By clicking on an icon, advertisers can pose questions, offer samples, solicit contest entries, or even make a sale.
- Wireless
Wireless devices like PDAs, smart phones & tablets are been used by marketers for sending advertisements, coupons, and direct-response. Wireless medium are still in nascent stage , but its emerging as the paradigm for marketing in future.
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