INMA_A01.QXD

In common with other communications media, the Internet will be most effective when

it is deployed as part of an integrated marketing communicationsapproach. Kotler et al.

(2001) describe integrated marketing communications as:

the concept under which a company carefully integrates and co-ordinates its many com-

munications channels to deliver a clear, consistent message about the organisation and its

products.

The characteristics of integrated marketing communications have been summarised

by Pickton and Broderick (2001) as the 4 Cs of:


 Coherence– different communications are logically connected.


 Consistency– multiple messages support and reinforce, and are not contradictory.


 Continuity– communications are connected and consistent through time.


 Complementary– synergistic, or the sum of the parts is greater than the whole!

The 4 Cs also act as guidelines for how communications should be integrated.

Further guidelines on integrated marketing communications from Pickton and

Broderick (2001) that can be usefully applied to Internet marketing are the following.

1 Communications planning is based on clearly identified marketing communications

objectives(see later section).

2 Internet marketing involves the full range of target audiences(see the section on devel-

oping customer-oriented content in Chapter 7). The full range of target audiences is

the customer segments plus employees, shareholders and suppliers.

3 Internet marketing should involve management of all forms of contact, which includes

management of both outbound communications such as banner advertising or direct

e-mail and inbound communications such as e-mail enquiries.

Integrated Internet marketing communications

Figure 8.4 Summary of the different characteristics of media

Source: Millward Brown Qualitative

Information Entertainment

Intrusive

Recessive

Cinema

Radio

Magazines

Internet

Newspapers

Internet TV

Outdoor

Integrated Internet marketing communications

Integrated
marketing
communications
The coordination of
communications
channels to deliver a
clear, consistent
message.