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Kunnskapskilden – Internet Marketing Intelligence
Internet Marketing Intelligence
Kunnskapskilden – Internet Marketing Intelligence
Internet Situational Analysis of 1to1 Marketing/CRM
Research Project: Internet Situational Analysis of 1to1 Marketing/CRM from Jan Vig at Griffith University , Australia 1999/2000
Content
Chapter 11 |
Marketing Mix tactics and Conclusions |
Chapter 11 Marketing Mix tactics and Conclusions11.1 Marketing on the Internet. The marketing mix11.1.1 Old 5 P’s 11.1.2 New 5 P’s 11.1.3 Issues in Web based marketing 11.2 The sales method11.3 Internet sales method11.4 The promotion strategy11.5 Internet promotion strategy11.6 Positioning and pricing policy of the services11.7 Internet positioning and pricing11.8 Conclusions |
11.4 |
The Promotion Strategy |
Research Project: Internet Situational Analysis of 1to1 Marketing/CRM from Jan Vig at Griffith University , Australia 1999/2000
Promotion mix is divided into four major parts: advertising, personal selling, sales promotion (SP) and public relations (PR). Personal selling is interactive communication with the customer, in which the Industry concentrates in order to achieve immediate business relationships. There is a direct connection to achieve and maintain long-run relationships through cultivation of business relationships.
Participation in IT/multimedia fairs or exhibits gives added value to the Industry. By using sales promotion as a promotion tool, the Industry is able to get stronger and quicker responses from the customers.
Public relations highlights the Industry’s status by giving publicity to the Industry. PR, used in a right way, gives the Industry high credibility and expressiveness in its actions. News and stories given in a form of press kits, speeches, seminars, annual reports or sponsorships and read from a newspaper by the customer usually seem more authentic and credible than advertising itself.
The Industry should advertise in business newspapers, through centers and at trade fairs. The Industry should target companies/industry’s with the most well known brands. Personal selling will enable the Industry to contact clients directly and increase awareness among potential clients, without immediately and directly alerting potential competitors.
The Industry’s main promotion strategy should be to use their own Web site for promotion activities, and show how personalizing tools are working on their own site.
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