MARKETING COMMUNICATION

Web interface as a marketing communication tools that effect on consumer behaviour

Table Of Contents

INTRODUCTION3

E-BUSINESS CONTEXT FOR MARKETING COMMUNICATIONS4

THE EMERGENT STRATEGIC ROLE OF MARKETING COMMUNICATIONS5

OBJECTIVES OF MARKETING COMMUNICATIONS7

THEORIES10

INTEGRATED MARKETING COMMUNICATION (IMC)12

ATTRACTING ATTENTION14

MEASURING SUCCESS22

CONCLUSION24

REFERENCES25

APPENDIX30

Web interface as a marketing communication tools that effect on consumer behaviour

Introduction

As corporate Web sites are becoming increasingly important marketing communication media, a communication activity via a Web site becomes a central issue among scholars and practitioners. Despite many rigorous studies, they do not provide a rich understanding of this new phenomenon.

Marketing communications, or promotion, has traditionally been the home territory of marketers. Marketing departments have taken responsibility for promotion, advertising campaigns and an array of activities that ensure that products and brands are visible in the marketplace. Marketing communication has focussed on directing the right message to a target audience through a specific channel. In e-communication:

The essential nature of the channel is different from more established channels. Table I summarises the Internet characteristics that impact on marketing communication. The essential nature of the channel is that anyone can view communication, at any time (24-7), and in any location.

The potential audience is global and undifferentiated, but once contact has been made may be individually identified and targeted.

The channel restricts the format for communication. Messages are primarily text-based, and the medium is essentially cognitive. On the other hand, the interactive nature of the medium means that in a number of contexts messages need to be communicated through dialog instead of being “broadcast”.

E-Business Context For Marketing Communications

E-commerce is “doing business electronically across the extended enterprise”. It covers “any form of business or administrative transaction or information exchange that is executed using any information and communications technology”. E-business is a wider concept that embraces all aspects of the use of information technology in business. It includes not only buying and selling, but also servicing customers and collaborating with business partners. Both e-commerce and e-business occur in both organisational environments, and consumer environments.

It is important to understand that whilst there may be some characteristics of e-commerce and e-business that impact across many different sectors, there are also significant differences between the organisation and consumer markets, and the impact of e-business on specific markets sectors. In organisational markets there is a history of e-business based on EDI. The difference between EDI and the Web is the ubiquitous platform that removes the technological constraints that tied organisations to a set of specified suppliers. In organisational contexts in particular, e-business also embraces knowledge management within the organisation in support of effective business processes, and learning. Table II summarises some of the key differences between organisational and consumer e-commerce. In organisational markets there are typically fewer, but more, high value customers, and there are established relationships with those customers.

The emergent strategic role of marketing communications

The impact of Web presence on the role of marketing communications in the business is dependent on the stage of development of Web presence. Table III lists the four stages e-commerce service ...