4 Internet marketing should utilise a range of promotional tools. These are the promo-
tional tools illustrated in Figure 8.1.
5 A range of mediashould be used to deliver the message about the web site. Marketing
managers need to consider the most effective mix of media to drive traffic to their
web site. The different techniques can be characterised as traditional offline market-
ing communications or new online communications. The objective of employing
these techniques is to acquire new traffic on an e-commerce site using the techniques
summarised in Figure 8.1. Many of these techniques can also be used to drive cus-
tomers to a site for retention.
6 The communications plan should involve careful selection of most effective promo-
tional and media mix. This is discussed at the end of the chapter.Additionally, we can say that integrated marketing communications should be used
to support customers through the entire buying process, across different media.Planning integrated marketing communications
The Account Planning Group (www.apg.org.uk), in its definition of media planning
highlights the importance of the role of media planning when they say that the planner:
needs to understand the customer and the brand to unearth a key insightfor the commu-
nication/solution [Relevance].
As media channels have mushroomed and communication channels have multiplied, it
has become increasingly important for communication to cut through the cynicism and
connectwith its audience[Distinctiveness].
...the planner can provide the edge needed to ensure the solution reaches out through
the clutter to its intended audience[Targeted reach].
...needs to demonstrate how and why the communication has performed
[Effectiveness].More specifically, Pickton and Broderick (2001) state that the aim of marketing commu-
nications media planning as part of integrated marketing communications should be to:
Reachthe target audience
Determine the appropriate Frequencyfor messaging
Achieve Impactthrough the creative for each media.Media-neutral planning (MNP)
The concept of media-neutral planning (MNP)has been used to describe an approach to
planning integrated marketing campaigns including online elements. Since it is a rela-
tively new concept, it is difficult to describe absolutely. To read a review of the different
interpretations see Tapp (2005) who notes that there are three different aspects of plan-
ning often encompassed with media-neutral planning:
Channel planning, i.e. which route to market shall we take: retail, direct, sales part-
ners, etc. (we would say this emphasis is rare);
Communications-mix planning, i.e. how do we split our budget between advertising,
direct marketing, sales promotions and PR;
Media planning, i.e. spending money on TV, press, direct mail, and so on.In our view, MNP is most usually applied to the second and third elements and the
approach is based on reaching consumers across a range of media to maximise response.
For example, Crawshaw (2004) says:CHAPTER 8· INTERACTIVE MARKETING COMMUNICATIONS
Media-neutral
planning (MNP)
An approach to
planning ad campaigns
to maximise response
across different media
according to consumer
usage of these media.