INMA_A01.QXD

online advertising, e-mail marketing and microsites to encourage usage of the online

service and to support customer acquisition and retention campaigns.

 4. Customer profiling (Chapter 6), monitoring and improving online activities and maintaining

the online activities (Chapter 9): Capturing profile and behavioural data on customer inter-

actions with the company and summarising and disseminating reports and alerts about

performance compared with objectives in order to drive performance improvement.

You will see that in the process diagram, Figure 1.9, many double-headed arrows are used,

since the activities are often not sequential, but rather inform each other, so activity 1, set

e-marketing objectives, is informed by the activities around it, but may also influence them.

Similarly, activity 4, profile, measure and improve, is informed by the execution of online

activities, but there should be a feedback loop to update the tactics and strategies used.

Internet marketing differs significantly from conventional marketing communications

because of the digital medium used for communications. The Internet and other digital

media such as digital television and mobile phones enable new forms of interaction and

CHAPTER 1· AN INTRODUCTION TO INTERNET MARKETING

Figure 1.9A generic Internet marketing strategy development process

2. Define
   e-marketing
   strategy


3. Profile,
   measure and
   improve

a. Define

customer value

proposition

b. Define

e-communications

mix

3. Implement
   e-marketing
   plan

a. Implement

customer

experience

b. Execute

e-communications

1. Set
   e-marketing
   objectives

Business

objectives

a. Evaluate

e-marketing

performance

B. Selecting

the strategic

approach

C. Delivering

results

online

A. Defining

the online

opportunity

b. Assess

online

marketplace

How do Internet marketing communications differ from traditional

marketing communications?