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Integrated Internet Marketing

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Integrated Internet Marketing
Note: Resource documents that contain diagrams featured in this Module can be downloaded from the Module Resource section.

The Module Resource section can be found in the table of contents page of this course.

Integrated Internet Marketing
The interactive and multimedia capabilities of the Web
combined with other Internet facilities such as e-mails
support for personal and mass communication present
a range of tools for interacting with customers.

Furthermore, the Web can provide an interface to
back-end applications (e.g., databases and expert
systems technology).

Consequently, the Internet offers an excellent basis for a variety of marketing tactics, which permits the development of a model for Integrated Internet Marketing ( I2M ).
The concepts of integrated Internet communication apply to all forms of communication, not just that between seller and buyer.

Image - spam.jpg

Integrated Internet Marketing
I2M is the coordination of Internet facilities to market products and services, shape stakeholders' (customers, in particular) attitudes, and establish or maintain a corporate image. The central idea of I2M is that an organization should coordinate its use of the Internet to develop a coherent, synchronous marketing strategy.

Exhibit 27.: Integrated Internet Marketing – Diagram

Integrated Internet Marketing
The Web offers a unique way to shape corporate image because it provides a means of communicating with so many stakeholder groups.

For example, most organizations are interested in the ambiance or atmospherics that
their establishment creates for the customer, where the term atmospherics refers to an
organization's retail environment.

The Web provides an opportunity for customers to experience an organization's
atmospherics without actually being there.


Integrated Internet Marketing
The Web provides new opportunities in terms of signs, word of mouth, personal experiences and public relations.

Traditional marketing theory and practice
have discovered that it is very difficult to
manage a corporate image so that the
identical image is communicated to every
stakeholder group.

The Web provides a powerful tool to assist
managers in communicating a unified image.

Image - Public Relations.png

The I2M Matrix
The I2M matrix can be used by firms to search systematically
for opportunities for using the Internet to support marketing
strategies. The concept is that each cell of the matrix is a focal
point for brainstorming.

An interactive version of the matrix can be used to stimulate thinking by showcasing how organizations are using a particular cell.

Thus, clicking on the cell at the intersection of Atmospherics and Asynchronous text would jump to a page containing links to organizations using asynchronous text (e.g. A Blog) to establish atmosphere.

(Please download The I2M matrix.pdf document from the Resource Section)

Image - file6581268573240.jpg

The I2M Matrix
We often learn by modeling the
behavior of others, linking I2M cells to
existing Web examples assists managers
in identifying opportunities for their
organization.

Furthermore, by providing a variety of examples
for each cell, creative behavior is aroused because
each example can be a different stimulus.

Image - Behavior.png

(Please download The I2M Matrix file attached to with the course)

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