The Internets Effect on Marketing Communication Strategies
u09d1 The Internet’s Effect on Marketing-communication Strategies
The Internet is rapidly overtaking traditional communications media as the primary, if not sole, source of information for the cohorts in Generation X and Generation Y. What are the implications for marketing-communications strategies if these trends continue?
Owen notes that very little scholarly literature or research is available on this topic, partially because it is so new. The existing models concepts and theories in the subject or discipline of marketing or created around promotional media or modes of service delivery, ethical considerations and implication issues that were common before the Internet existed. The commonplace use of the Internet social media and other electronic delivery systems for communications, news and advertising are changing what we currently know about integrated marketing communications (IMC) Many traditional marketing tactics such as press releases to print media outlets, formal focus groups, direct mail advertising, television commercials and other vehicles are proving less and less effective in today 's consumer marketplace. Our traditional marketing models are no longer helpful in formulating corporate communication strategies in an era when a competitor or a single upset customer can post negative comments on websites, or blogs that become indexed on search engines. (Owen 2009)
Another area where the Internet has changed communications is the news. Receiving your news and updates via the Internet through blogs or news related websites or electronic newspaper outlets has become very popular. “In fact, Internet news may be sought even more when and if government restriction prohibits users from getting the news they want, resulting in internet news supplementing or even replacing traditional mass media news sources in these environments. The rise of The Internet has impacted and changed our communication models as well.” (Christie 2009) The communication
The Internet is rapidly overtaking traditional communications media as the primary, if not sole, source of information for the cohorts in Generation X and Generation Y. What are the implications for marketing-communications strategies if these trends continue?
Owen notes that very little scholarly literature or research is available on this topic, partially because it is so new. The existing models concepts and theories in the subject or discipline of marketing or created around promotional media or modes of service delivery, ethical considerations and implication issues that were common before the Internet existed. The commonplace use of the Internet social media and other electronic delivery systems for communications, news and advertising are changing what we currently know about integrated marketing communications (IMC) Many traditional marketing tactics such as press releases to print media outlets, formal focus groups, direct mail advertising, television commercials and other vehicles are proving less and less effective in today 's consumer marketplace. Our traditional marketing models are no longer helpful in formulating corporate communication strategies in an era when a competitor or a single upset customer can post negative comments on websites, or blogs that become indexed on search engines. (Owen 2009)
Another area where the Internet has changed communications is the news. Receiving your news and updates via the Internet through blogs or news related websites or electronic newspaper outlets has become very popular. “In fact, Internet news may be sought even more when and if government restriction prohibits users from getting the news they want, resulting in internet news supplementing or even replacing traditional mass media news sources in these environments. The rise of The Internet has impacted and changed our communication models as well.” (Christie 2009) The communication
References: Micu, A. (2010). Telling the brand story: including news articles and online promotional strategies. Management & Marketing, 5(2), 67-84. Retrieved December 9, 2010, from ABI/INFORM Global. (Document ID: 2127417341). Cheng, W.. (2009). A Study of the Development of Networks, Media and Society. International Journal of Organizational Innovation (Online), 1(3), 48-65. Retrieved December 9, 2010, from ABI/INFORM Global. (Document ID: 1949115301). Christie, T.. (2009). Using the internet for news and perceptions of news organization bias. Competitiveness Review, 19(1), 17-25. Retrieved December 9, 2010, from ABI/INFORM Global. (Document ID: 1650446221). Owen, R., & Humphrey, P.. (2009). The structure of online marketing communication channels. Journal of Management and Marketing Research, 2, 1-10. Retrieved December 9, 2010, from ABI/INFORM Global. (Document ID: 2172821341). Pitta, D. (2008). Providing the tools to build brand share of heart: Gydget.com. The Journal of Product and Brand Management, 17(4), 280-284. Retrieved December 9, 2010, from ABI/INFORM Global. (Document ID: 1528447251).