Marketing Communications

FURTHER READING 539

characteristics of the net community, online contests, and e-sampling and e-couponing, which

have a number of advantages over their offl ine counterparts. Th e same is true for e-mail

marketing, the digital form of direct marketing communications, which has recently been

joined by action-driven mobile marketing communications to the cell phones of consumers.

Th e rise in social digital TV is giving marketers new opportunities. Finally, the Internet, as an

intrinsically interactive medium, can also be used to develop and sustain customer relationships,

for instance via customer service pages on the Net or virtual communities. Th e participation

of the consumer in the dialogue between brand or company and consumers via the diff erent

social media networks such as Facebook and Twitter is of massive importance to the marketer.

Marketers need to become conversation managers.

Th e eff ectiveness of e-communications can be assessed by the use of free research platforms

such as Google Analytics or via ad hoc research using visitor surveys.

REVIEW QUESTIONS

1. How is the Internet and online advertising market in Europe evolving?


2. How can a brand or company website contribute to a marketing plan?


3. Discuss the different kinds of online advertising and compare them in terms of performance.


4. What other e-marketing tools are available? For which communications objective would
   you choose them?


5. What is meant by ‘viral marketing’?


6. What are the dos and don’ts of e-mail marketing?


7. Explain the added value of mobile marketing to an e-marketing plan.


8. How can marketers benefit from a new evolution such as social television?


9. How can social media help to build a relationship with customers?


10. How can the effectiveness of e-marketing tactics be tracked?

Further reading

Burger, N. (2012), Paid. Owned. Earned. Maximizing Marketing Returns in a Socially

Connected World. London: Kogan Page.

Metz, A. (2012), Th e Social Customer: How Brands Can Use Social CRM to Acquire, Monetize,

and Retain Fans, Friends and Followers. New York: McGraw-Hill.

Proulx, M. and Shepatin, S. (2012), Social TV: How Marketers Can Reach and Engage

Audiences by Connecting Television to the Web, Social Media, and Mobile. Hoboken, NJ:

Wiley.

Zicherman, G. and Linder, J. (2010), Game-based Marketing: Inspire Customer Loyalty

Th rough Rewards, Challenges and Contests. Hoboken, NJ: Wiley.

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