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%E-marketing 661
1 Mix. E-marketers need to mix the promotional
mix. This involves looking at the strengths and
weaknesses of the promotional tools in the
context of an organization and deciding on the
optimum mix for different on-line promotional
tools.
2 Integration. Both on-line and off-line
communications must be integrated. All
communications should support the overall
positioning and on-line or Internet value
propositionwhich the e-marketing strategy
defines. A single consistent message and a
single integrated database are needed – which
recognizes and remembers customers’ names
and needs regardless of which access devices
are being used (TV, telephone or PC).
3 Creativity. Today’s marketer can exploit the
creative opportunities presented by the
Internet. For example, sending opt-in e-mails
that make customers sit up and take notice,
developing an on-line virtual exhibition or
seminar.
4 Interaction. Next comes the extra layer of
creativity – interaction. This enhances the
experience and deepens the communications
impact (and it also collects customer data).
5 Globalization. Then of course there are the
added complications of a global audience.
Websites open your window to the world.
When a global audience looks in (to your site)
they may not like what they see.
6 Resourcing. The on-line communications
opportunity is infinite. However, resources to
design and maintain the content, interactions
and the database are not infinite. Resources
are also needed to service customer enquiries
whether on-line or off-line.Figure 25.10 shows two alternatives for
balancing these three variables. Figure 25.10(a)
is a model where traffic building expenditure
exceeds service and design. This is more typical
for a dot-com that needs to promote its brand.
Figure 25.10(b) is a model where traffic buildingFigure 25.10 Alternatives for balance between expenditure on e-marketing promotion