《网络营销》课件PPTchapter13 E-Marketing Communication.pptVIP

E-Marketing, 3rd edition Judy Strauss, Adel I. El-Ansary, and Raymond Frost Chapter 13: Integrated Marketing Communication Case Study: The eDietShop Story 1. Who are eDietShop’s target market? 2. What promotion strategies did eDietShop use for its business? 3. What do you learn from this story? Overview Overview of E-Marketing Communication Issues Internet marketing is a powerful way to start and strengthen relationships with customers. Marketing communication tools that use technology to provide convenience, in conjunction with value-added product experiences, are the key to capturing attention and winning long-term customer relationships. Overview Integrated Marketing Communication (IMC) Definition of IMC A cross-functional process for planning, executing, and monitoring brand communications designed to profitably acquire, retain and grow customers. Cross-function of IMC Because every contact that a customer has with a firm or its agents helps to form brand images. Overview Marketing Communication Tools Internet MarCom from the perspective of the traditional promotion mix: Advertising, Sales promotions, Marketing public relations (MPR), Direct marketing, Personal selling, face-to-face = inappropriate for use online. Overview Hierarchy of Effects Model Traditional AIDA model awareness, interest, desire, and action Hierarchy of Effects model think, feel, do Hierarchy of Effects Model Both models suggest that consumers: Become aware of and learn about a new product (think): steps are awareness and knowledge, Develop a positive or negative attitude about it (feel): steps are liking and preference, Move to purchasing it (do). Hierarchy of Effects Model Hierarchy of Effects Model Some tools are more appropriate for building awareness and brand attitudes (advertising, public relations) and others are more suited for encouraging transactional behavior (direct marketing, sales promotions, personal selling). Overview Branding Versus Direct-Res