E-Marketing4/EJudyStrauss,AdelI.El-Ansary,and RaymondFrostChapter13:E-MarketingCommunication1000007001010100111101000010010111010010C2006PrenticeHallnO
©2006 Prentice Hall 13-1 E-Marketing 4/E Judy Strauss, Adel I. El-Ansary, and Raymond Frost Chapter 13: E-Marketing Communication
BMW Films85%ofBMWbuyersusetheInternetforresearchbeforepurchasinga carBMwmarketerswantedtodrivepotentialcustomers to the web site and give themreasonsto lingerthereBMwWhiredfamousactorsanddirectorstocreate short action films on BMWfilms.comTheyusedanIMCcampaignthatincludedprintadsto drivetraffictothe siteand placedBMWcarsinthefilms10010101001117010000100101110100102006PrenticeH
©2006 Prentice Hall 13-3 • 85% of BMW buyers use the Internet for research before purchasing a car. • BMW marketers wanted to drive potential customers to the web site and give them reasons to linger there. • BMW hired famous actors and directors to create short action films on BMWfilms.com. • They used an IMC campaign that included print ads to drive traffic to the site and placed BMW cars in the films. BMW Films
BMw Films, cont.Since2001thesitehasdrawn20millionviewersatacostof$1.20perpersonBMWexpected40%ofviewerstoregisterandbecome salesleadsThefilmsreportedlyleadtoa74%salesincreaseatBMW.CanyouthinkofotherproductsbesidesBMw'sthat wouldbenefitfrom a similar,creativeapproach to integrated marketingcommunications?7001070100111101000010010111010010C2006PrenticeHa
©2006 Prentice Hall 13-4 • Since 2001 the site has drawn 20 million viewers at a cost of $1.20 per person. • BMW expected 40% of viewers to register and become sales leads. • The films reportedly lead to a 74% sales increase at BMW. • Can you think of other products besides BMW’s that would benefit from a similar, creative approach to integrated marketing communications? BMW Films, cont
Integrated MarketingCommunication (lMC)IMCisacross-functionalprocessforplanningexecuting,andmonitoringbrandcommunicationsThegoal istoprofitablyacquire,retain,andgrow customersIMC strategy requires a thorough understandingoftarget stakeholders,the brand,itscompetition,and otherfactors00000000007000700070C2006PrenticeHal
©2006 Prentice Hall 13-5 • IMC is a cross-functional process for planning, executing, and monitoring brand communications. • The goal is to profitably acquire, retain, and grow customers. • IMC strategy requires a thorough understanding of target stakeholders, the brand, its competition, and other factors. Integrated Marketing Communication (IMC)
Marketing Communication ToolsMarComconsistsofbothplannedandunplannedmessagesbetweenfirmsandcustomersandamong customersE-marketerscanenhanceMarCombyusinginnovativetechnologies.InternetMarCommayincludeadvertising,salespromotion, marketing public relations, anddirectmarketing7001:070100111101000010010111010010C2006PrenticeHal
©2006 Prentice Hall 13-6 Marketing Communication Tools • MarCom consists of both planned and unplanned messages between firms and customers and among customers. • E-marketers can enhance MarCom by using innovative technologies. • Internet MarCom may include advertising, sales promotion, marketing public relations, and direct marketing