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Integrated Web Communications

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Integrated Web communications
Communication is the heart of marketing, and
for years companies have fashioned communication
strategies based on print, radio, and TV media to
broadcast their message, but times are changing.

In the age of the Internet, companies use
online videos to establish the atmosphere of
its retail outlets.

Some companies use banner advertisement directly
behind goals on Internet soccer games, others provide downloadable audio clips of the latest singles and albums.

Integrated Web Communications
These companies recognize that the Internet
is an all-purpose communication medium for
interacting with a wide variety of stakeholders.

They know they must manage their brands and corporate image on the Internet. They also know that the Internet is not just the Web, but a range of technologies that, in combination, can be a potent marketing strategy.
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Integrated Web Communication
As organizations embrace the Internet, they
need a systematic way to examine opportunities
and relate them to available Internet tools.

In particular, they need a cohesive marketing
strategy for exploiting Internet technologies.

Integrated Internet Marketing (I2M) is a
structured approach to combining marketing
strategy with Internet technology.

I2M promotes creation of a strategy that synergistically exploits the range of Internet technologies (e.g., text, audio, video, and hyperlinking) to achieve marketing goals.
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I To understand the potential of Internet marketing,
knowledge of the different Internet tools is necessary.

For convenience, some of these tools are grouped
together and treated collectively because of common
features. nternet Technology for Supporting Marketing
To understand the potential of Internet marketing,
knowledge of the different Internet tools is necessary.

For convenience, some of these tools are grouped
together and treated collectively because of common
features.
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Internet Technology for Supporting Marketing
Asynchronous Text “On Click to Asynchronous info Layer”
Description
E-mail is generally used for one to one and one to few communications.

A Blog (in the form of a newsgroup or LISTSERV) can handle one to many and many to many communications.

Examples
Cathay Pacific uses a one to many emails to advise prospective customers of special airfares.

Claris uses emails in the many to many mode to support the exchange of ideas among customers and support staff.
Synchronous Text “On Click to Synchronous info Layer”
Description
Chat enables several people to participate in a real time text-based discussion.

A chat session is conducted on a channel, and those connected to the channel receive all messages broadcast.

Examples
The American Booksellers
Association uses chat to interview authors.
File Transfer “On Click to File Transfer info Layer ”
Description
File transfer protocol (FTP) permits the exchange of files across the Internet.
Example
Mircosoft use FTP to distribute a trial versions of software products.

Internet Technology for Supporting Marketing
Telnet “On Click Telnet Info Layer”
Description
Telnet enables an authorized user to connect to and run programs on another computer. Examples
The Library of Congress
Information System (LOCIS) is accessible using Telnet.
Audio “On Click Audio Info Layer ”
Description
Audio files are either downloaded and then played, or played as downloaded (so called
streaming audio).
Example
News programs around the world use Progressive Network's RealAudio to deliver news bulletins.
Video “On Click Video Info Layer”
Description

Video files, like audio, are either downloaded and then played, or played as they are downloaded (so called streaming video).
Examples

Companies use online technology to broadcast samples of their programs.

Internet Technology for Supporting Marketing
Newswire “On Click Newswire Info layer”
Description
An electronic newswire broadcasts stock prices,
sports scores, news, weather, and other items.

Examples
Companies are using Google software for reaching employees with internal news.
Search Engine “On Click Search Engine Info layer”
Description

A search engine supports finding information on
the Web. Simple engines find Web pages. More advanced engines locate information based on
defined attributes (e.g. cheapest model Y of brand X).

Examples

Google, Bing, Yahoo etc allow users the ability to search for the cheapest
flights on a particular route that they wish to travel
Virtual Reality “On Click Virtual Reality layer”
Description

The visitor can look around a location through a full 360 degrees, as well as zoom in and out.

Examples

Honda use QuickTime VR to enable prospective customers to view its latest models, both inside and outside.

The Web as an integrating Technology
The Web is the umbrella technology that can
provide a single interface to each of the
technologies previously described in Internet
technologies.

The hypertext feature of the Web enables links
to be created within a document or to another
document anywhere on the Web.

This supports rapid navigation of Websites.
The multimedia capability means that a Web page can display graphics, and videos and play sound and animations, as well as provide support for on-line forms and multiple windows.
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The Web as an Integrating Technology
The Web is the means by which a company can use a
variety of Internet tools to interact with customers and
other influential stakeholders. It can shape and direct the
dialogue between an organization and its stakeholders.

To a large extent, an organization's Website defines the
organization by establishing an enduring image in the
minds of stakeholders.

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