INMA_A01.QXD

where to advertise online. Second, there is the creative strategy. Pincott says that ‘the

dominant online marketing paradigm is one of direct response’. However, he goes on to

suggest that all site promotion will also influence perceptions of the brand.

It follows that brands do not have to drive visitors to their own site; through advertis-

ing and creating interactive microsites on third-party sites, they can potentially be more

effective in reaching their audience who are more likely to spend their time on online

media sites than on destination brand sites.

INTEGRATED INTERNET MARKETING COMMUNICATIONS

Consider the options for online promotion of a fast-moving consumer goods brand (FMCG) such as

coffee (e.g. Nescafe, http://www.nescafe.co.uk), tomato ketchup (e.g., Heinz, http://www.heinzketchup.com), or toi-

letries (e.g., Andrex, http://www.andrexpuppy.co.uk). The challenge is obvious – it is difficult to reach a large

audience similar to using mass media such as TV, magazines or outdoor. Such destination sites will only

attract a limited number of visitors, such as brand loyalists (who it is important to engage since these are

often key advocates of these products) or students researching the brands! Another approach which can

drive more volume is to use on-pack promotions or direct response TV and print campaigns that encour-

age consumers to enter competitions and engage into e-mail or text message dialogue in keeping with

their profile. The 2005 Walkers Crisps (www.walkers.co.uk) ‘Win With Walkers’ competition is a good

example of this. Walkers gave away an iPod Mini every five minutes (8,700 in total) to texters who

responded to messages on 600 million packets of crisps. The campaign was supported by a £1.5 million

advertising push, featuring ex-footballer Gary Lineker. In September alone, 5% of the UK population

entered, which must explain why I didn’t win when I texted in at four in the morning!

The final approach, which is required to achieve reach volume is to advertise on third party sites. Figure

8.7 show the options with the analogy made to the different groups of planets in the solar system and the

arrows indicate which approach is selected to achieve reach or traffic building. Typically the smaller the

site, the more accurate targeting is possible, but demographic targeting is possible on large portals. For

example, McDonalds advertises on MSN Hotmail based on the profile of the user and Ford uses AOL to

reach family-oriented purchasers.

Mini Case Study 8.3 Which planet are you on?

Figure 8.7An analogy between different web sites and the planets

Google

Giant

Planets

(horizontal

portals)

Small Planets

(vertical

portals)

Lesser

Minor

(‘destination

sites’)

Newspaper

site

Gender

interest

sites

Special

interest

sites

+ large

retailers

‘Traffic building’

Comparison?

interest sites

MSN Yahoo! ISPs