This project should enable companies to understand the Internet and the possibilities, it offers to strategic marketing communication planning. Therefore it should finally outline in which way the services can be included in an Internet strategy and how it can be integrated in the company marketing strategy.
A short summary about the usage of the Internet and its services in marketing introduce this piece of work. The next chapter outlines the differences to classical media and delivers starting points for marketing communication. The main part should enable companies to develop a specific Internet marketing strategy to evaluate the opportunities and restrictions in praxis. A differentiation, not only between dot.coms and old economy companies, but also between big multinationals and SME's (Small and Medium Enterprises), was necessary because of different objectives, interventions, and not least of all, marketing budgets.
This work concentrates on the point of view of the marketer. Therefore technical aspects are only explained, if they are needed to understand the services and contexts. Included is Appendix I, which gives an overview of the Internet and its services, and Appendix II, which deals with marketing.
Finally, an overview of newly developed services and further development of the Internet will conclude this report. This will give a complete overview of Internet opportunities nowadays. That being said, it has to be taken into account that this report will probably be useful for not more then one to one and a half-years. This depends mainly on further developments of the Internet, which cannot be seen as a static system, but as a highly changing system with extremely short innovation cycles. To establish higher value, the discovered sources will enable further research for up-to-date information if this publication is no longer considered applicable to the topic.
Table of Content
1. Introduction
1.1. Reasons for the Topic
1.2. Aims and Structure
2. Usage of the Internet in Marketing
2.1. Market Research on the Internet
2.2. Product Policy on the Internet
2.2.1. Customer Service Policy on the Internet
2.3. Price Policy on the Internet
2.4. Distribution Policy on the Internet
2.5. Conclusion
3. Communication Marketing at the Internet
3.1. Differences to classical Media
3.1.1. Interactivity
3.1.2. Multimedia
3.1.3. Hypertext
3.1.4. Virtual Worlds
3.1.5. Model of Communication for CME's
3.2. Starting Points for Communication Marketing
4. Possibilities of Implication in the Communication Mix
4.1. Advertising
4.2. Fairs
4.3. Merchandising
4.4. Personal Sales
4.5. Product Placement
4.6. Public Relations
4.7. Sales Promotion
4.8. Sponsoring
5. Internet Marketing Strategy
5.1. The Branding Process
5.1.1. Creating Brand Awareness
5.1.2. Brand Experience
5.1.3. Brand Loyalty
5.2. Importance of Brand Loyalty on the Internet
5.3. Newly developed Marketing Strategies on the Internet
5.4. Negative Sanction
6. Marketing Strategy
6.1. Changes in Organisational Structure
6.2. Integrating Internet Activities into Strategic Marketing Planing
6.3. The Branding Process
6.3.1. Creating Brand Awareness
6.3.2. Brand Experience
6.3.3. Brand Loyalty
7. Further Developments
8. Conclusion
9. References
9.1. Resource Guide
9.2. References
9.3. List of used Examples
10. Appendices
Objectives and Topics
The main objective of this work is to provide companies with a strategic framework for understanding the Internet as a medium for marketing communication. The central research question explores how companies can effectively integrate Internet services into their existing marketing strategies while navigating the unique opportunities and restrictions of computer-mediated environments.
- Analysis of the Internet as a platform for marketing research and consumer engagement.
- Evaluation of communication differences between traditional media and online platforms (interactivity, multimedia, hypertext).
- Exploration of marketing instruments in the digital mix, including advertising, public relations, and sponsoring.
- Development of e-branding strategies focusing on brand awareness, experience, and loyalty.
- Discussion of organizational challenges and future developments in mobile and wireless Internet access.
Excerpt from the Book
1.1. Reasons for the topic
The Internet is changing our existing world. Visions of fridges, which order milk via email by registering the quantity of stored goods, and success stories about Internet start-ups, or even the recession nowadays, are in the public press nearly every day. But how can the Internet be used in professional business?
The report leads into the world of the Internet as well as in the world of marketing. Internet marketing is a temporary, highly important task in marketing departments worldwide. Even companies, which never have established a marketing force, start to get involved through this new medium. It is used in many different ways and has created its own market so far, but is still a black box for many marketers.
Summary of Chapters
1. Introduction: This chapter provides an overview of the topic and the dissertation's objective to guide companies in integrating Internet strategies into their marketing plans.
2. Usage of the Internet in Marketing: This section covers the practical application of the Internet for market research, product and price policies, and distribution, highlighting the shift toward electronic media.
3. Communication Marketing at the Internet: This chapter explains the fundamental differences between classical media and the Internet, focusing on interactivity, multimedia, and the model of communication in computer-mediated environments.
4. Possibilities of Implication in the Communication Mix: This part details how classical communication instruments like advertising, public relations, and sponsoring are adapted for online use.
5. Internet Marketing Strategy: This section focuses on the e-branding process, specifically creating brand awareness, fostering positive brand experiences, and building customer loyalty.
6. Marketing Strategy: This chapter addresses necessary organizational changes and the integration of Internet activities into broader strategic planning.
7. Further Developments: This chapter briefly explores emerging technologies like wireless Internet access and voice interfaces and their impact on future marketing.
8. Conclusion: The final chapter summarizes the findings, emphasizing the importance of brand identity and the need for agile, customer-centric strategies in the digital age.
Keywords
Internet Marketing, Marketing Communication, E-Branding, Online Strategy, Customer Loyalty, Interactive Media, Computer-Mediated Environments, Digital Advertising, Public Relations, Market Research, Consumer Behavior, Brand Awareness, Viral Marketing, Relationship Marketing, Organizational Structure.
Frequently Asked Questions
What is the core focus of this publication?
This work examines the impact of the Internet on marketing communication and provides a comprehensive guide for companies to integrate online activities into their strategic marketing mix.
What are the primary thematic areas covered?
The key themes include the usage of the Internet for market research, the adaptation of traditional communication tools for digital media, e-branding processes, and organizational strategy.
What is the main objective of the dissertation?
The primary goal is to enable businesses to understand how to leverage the Internet's unique features—such as interactivity and global reach—to build brand value and stronger customer relationships.
Which scientific methods are employed?
The author uses a literature-based research approach, synthesizing existing marketing theories with data from various industry surveys and specific company case studies to evaluate current practices in e-marketing.
What does the main body of the work address?
The main body systematically details the Internet's role in the marketing mix, covering advertising, public relations, and sponsoring, while emphasizing the shift toward relationship marketing and prosumer models.
Which keywords characterize this report?
Key terms include e-branding, interactive media, customer loyalty, digital advertising, and computer-mediated environments.
How does the Internet change the role of the consumer?
The Internet shifts the power to the consumer, allowing them to become "prosumers" who actively participate in product development and information exchange, rather than being passive recipients of one-way mass communication.
Why is brand loyalty particularly critical on the Internet?
Because customer acquisition costs are high and brand choice is vast, building trust and maintaining repeat visits through a "magnet" website is more cost-effective and profitable than constant re-acquisition.
- Quote paper
- Oliver Weimann (Author), 2001, Opportunities and restrictions of the internet in marketing communication strategies, Munich, GRIN Verlag, https://www.grin.com/document/4533
