CHAPTER 8· INTERACTIVE MARKETING COMMUNICATIONS

Learning objectives

After reading this chapter, the reader should be able to:


 Assess the difference in communications characteristics between

digital and traditional media


 Identify effective methods for online and offline promotion


 Understand the importance of integrating online and offline

promotion


 Relate promotion techniques to methods of measuring site

effectiveness

Questions for marketers

Key questions for marketing managers related to this chapter are:


 What are the new types of interactive marketing communications

tools I can use?


 How do their characteristics differ from those of traditional media?


 What are the strengths and weaknesses of these promotional tools?


 How do I choose the best mix of online and offline communications

techniques?

Links to other chapters

Related chapters are:

Chapter 1 describes the 6 Is, a framework that introduces the

characteristics of Internet marketing communications

Chapter 2 introduces portals and search engines – one of the

methods of online traffic building discussed in this chapter

Chapter 3 introduces some of the legal and ethical constraints on

online marketing communications

Chapter 4 provides the strategic basis for Internet marketing

communications

Chapter 6 describes on-site communications

Chapter 9 also considers the measurement of communications

effectiveness

8

Main topics

The characteristics of
interactive marketing
communications 350

Integrated Internet marketing
communications 357

Objectives and measurement
for interactive marketing
communications 363

Offline promotion techniques
370

Online promotion techniques
373

1 Search engine marketing
373

2 Online PR 384

3 Online partnerships 388

4 Interactive advertising 391

5 E-mail marketing 397

6 Viral marketing 4 00

On-site promotional
techniques 402

Selecting the optimal
communications mix 403

Case study 8

Making FMCG brands sizzle
online 407

Chapter at a glance

Interactive marketing

communications