INMA_A01.QXD

Integration through time

For integrated communications to be successful, the different techniques should be suc-

cessfully integrated through time as part of a campaign or campaigns.

Figure 8.6 shows how communications can be planned around a particular event. (SE

denotes ‘search engine’; C1 and C2 are campaigns 1 and 2.) Here we have chosen the launch

of a new version of a web site, but other alternatives include a new product launch or a key

seminar. This planning will help provide a continuous message to customers. It also ensures

a maximum number of customers are reached using different media over the period.

In keeping with planning for other media, Pincott (2000) suggests there are two key

strategies in planning integrated Internet marketing communications. First, there should

be a media strategy which will mainly be determined by how to reach the target audi-

ence. This will define the online promotion techniques described in this chapter and

CHAPTER 8· INTERACTIVE MARKETING COMMUNICATIONS

surprising that the volume of online donations is not higher and it shows the continued popularity of

traditional communications channels. The popularity of the web in comparison to e-mail and SMS is also

striking as indicated by these details of donations:


Telephone: Over £75 million was donated through the DEC appeal telephone line. Overall the appeal

received a total of 1.7 million calls via the automated system at peak times and over 100 volunteers

answered 12,500 live calls.


Online: On New Year’s Eve, with the help of major Internet service providers, the world record for

online donations was broken with over £10 million donated in 24 hours. Overall £44 million was

donated online by over half a million web users.


Text messaging: Major UK mobile phone operators raised £1 million by joining forces and offering a

free donation mechanism – enabling people to text their gifts.


Interactive TV: The Community Channel raised over £0.5 million from donors using the ‘red button’ on

interactive TV.

Figure 8.6Integration of different communications tools through time

Jan 2002 Dec 2002

Link building/affiliates

Seminars

SE optimisation

Relaunch

Jun 2002

Print ads

Banner ads

SE registration

Press release

Press release

E-catalogue Postcard

E-mail C1 E-mail C2

Direct mail

E-newsletter

Key