How does internet marketing communication differ from traditional marketing communication?
Internet marketing differs significantly from conventional marketing communications because of the digital medium used for communications. The internet and other digital media such as digital television and mobile phones enable new forms of interaction and new models for information exchange. A useful summary of the difference between theses new media and traditional media has been developed by McDonalds and Wilson they describe the 6 I’s of the e-marketing mix. The 6 I’s are useful since they highlight factors that apply to practical aspects of the internet marketing such as personalization direct response and marketing research but also strategic issues of industry restructuring and integrated channels communications. (Imran RT, 2010) * Interactivity (from push to pull)
* Intelligence (market research)
* Individualization (mass customization & personalization) * Integration (inbound & outbound communications)
* Industry restructuring (intermediation, disintermediation) * Independence of location (global ubiquity)
Interactive marketing promotes a two way communication as compared to traditional marketing, which is usually ruled by one way communication. The difference between interactive marketing and traditional marketing are Push and pull marketing strategy. Traditional marketing strategies were based on a “push” methodology where managers were literally pushing the products onto the customers. (www.ctsocialmediaconsultant.com). Difference between internet marketing, particularly the Internet, is predominantly a ‘pull’ technology, the customer having initiated the visit to the web site. This may lead to subsequent push activities, such as sending e-mails to people who have registered their interest on the site, but the initial communication is a pull event. (www2.accaglobal.com) Interactivity is a significant feature of the new media, allowing a long-term dialogue to develop between the customer and the supplier. In the context of the web site, this is likely to be through e-mails, providing the customer with information and special offers for their areas of specific interest. To initiate this dialogue the web site must capture information such as e-mail address, name, age, gender and areas of interest. Example of AEC company site only collects such information for people who wish to view downloadable study material. This is too restrictive and it will probably exclude all the potential CPD customers. AEC needs to consider ways of making it easier and worthwhile for visitors to the site to register their details. There is no evidence of AEC contemplating the potential use of interactive digital TV or mobile phones to establish long-term dialogues with their customers. (www2.accaglobal.com)
Intelligence has also been a key feature of the internet marketing, allowing the relatively cheap collection of marketing research data about customers’ requirements. This is routinely available from web logs and these logs need to be viewed and analyzed using appropriate software. This type of analysis is rarely available in the traditional marketing. For example, AEC does not know how often their training course catalogue is accessed and which pages are looked at. It only knows which training courses are eventually bought. With the internet marketing the company is able to see which services and products are accessed and also to measure how many of these are turned into actual sales. This conversion rate may be an important source of information. For example, why are certain web pages often visited but few sales result is it a problem with the web page? Is it a problem with the product? An understanding of visit patterns allows the organization to focus on particular products and services. This analysis should already be available to AEC but there is no evidence that it uses it or is even aware of...
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