Online partnerships– including affiliate marketing (commission-based referral), co-
branding and sponsorship.
Online advertising– using a range of formats including banners, skyscrapers and
rich media such as overlays.
E-mail marketing– including rented lists, co-branded e-mails, event-triggered e-
mails and ads in third-party e-newsletters for acquisition and e-newsletters and
campaign e-mails to house lists.
Viral marketing– developing great creative concepts which are transmitted by
online word-of-mouth.2 Offline promotion involves promoting the web site address, highlighting the value
proposition of the web site and achieving web response through traditional media
advertisements in print, or on television.
3 Interactive marketing communications must be developed as part of integrated mar-
keting communications for maximum cost-effectiveness.
4 Key characteristics of interactive communications are the combination of push and
pull media, user-submitted content, personalisation, flexibility and of course interac-
tivity to create a dialogue with consumers.5 Objectives for interactive communications include direct sales for transactional sites,
but they also indirectly support brand awareness, favourability and purchase intent.6 Important decisions in the communications mix introduced by digital media include:
The balance between spend on media and creative for digital assets and ad executions
The balance between spend in traditional and offline communications
The balance between investment in continuous and campaign-based digital activity
The balance of investment in different interactive communications tools.CHAPTER 8· INTERACTIVE MARKETING COMMUNICATIONS
Exercises
Self-assessment exercises
1 Briefly explain and give examples of online promotion and offline promotion techniques.
2 Explain the different types of payment model for banner advertising.
3 Which factors are important in governing a successful online banner advertising campaign?
4 How can a company promote itself through a search engine web site?
5 Explain the value of co-branding.
6 Explain how an online loyalty scheme may work.
7 How should web sites be promoted offline?
8 What do you think the relative importance of these Internet-based advertising techniques
would be for an international chemical manufacturer?
(a) Banner advertising.
(b) Reciprocal links.
(c) E-mail.