HOW DO INTERNET MARKETING COMMUNICATIONS DIFFER FROM TRADITIONAL MARKETING COMMUNICATIONS?selected. This is an example of what is known as mass customisationwhere generic cus-
tomer information is supplied for particular segments, i.e. the information is not unique
to individuals, but is relevant to those with a common interest. Personalisation and
mass customisation concepts are explored further in Chapter 6.4 Integration
The Internet provides further scope for integrated marketing communications. Figure
1.12 shows the role of the Internet in multi-channel marketing. When assessing the
marketing effectiveness of a web site, the role of the Internet in communicating with
customers and other partners can best be considered from two perspectives. First, there
is outbound Internet-based communicationsfrom organisation to customer. We need to ask
how does the Internet complement other channels in communicating the proposition
for the company’s products and services to new and existing customers with a view to
generating new leads and retaining existing customers? Second, inbound Internet-based
communicationscustomer to organisation: how can the Internet complement other chan-
nels to deliver customer service to these customers? Many companies have now
integrated e-mail response and web site callback into their existing call-centre or cus-
tomer service operation.Mass customisation
Delivering customised
content to groups of
users through web
pages or e-mail.
Figure 1.11Summary of degree of individualisation for: (a) traditional media (same
message), (b) new media (unique messages and more information exchange between
customers)Company CustomerCustomerCustomerCustomerCustomerCustomerSame message
to all customers
(or customers in
each segment)Different messages
to each customer
(or customers in
micro-segment)(a)Company(b)Outbound Internet-
based
communications
The web site and
e-mail marketing are
used to send
personalised
communications to
customers.
Inbound Internet-
based
communications
Customers enquire
through web-based
form and e-mail.