How Does Internet Marketing Communication Differ from Traditional Marketing Communication?
1) How does internet marketing communication differ from traditional marketing communication?
Internet marketing differs significantly from conventional marketing communications because of the digital medium used for communications. The internet and other digital media such as digital television and mobile phones enable new forms of interaction and new models for information exchange. A useful summary of the difference between theses new media and traditional media has been developed by McDonalds and Wilson they describe the 6 I’s of the e-marketing mix. The 6 I’s are useful since they highlight factors that apply to practical aspects of the internet marketing such as personalization direct response and marketing research but also strategic issues of industry restructuring and integrated channels communications. (Imran RT, 2010) * Interactivity (from push to pull) * Intelligence (market research) * Individualization (mass customization & personalization) * Integration (inbound & outbound communications) * Industry restructuring (intermediation, disintermediation) * Independence of location (global ubiquity)
Interactive marketing promotes a two way communication as compared to traditional marketing, which is usually ruled by one way communication. The difference between interactive marketing and traditional marketing are Push and pull marketing strategy. Traditional marketing strategies were based on a “push” methodology where managers were literally pushing the products onto the customers. (www.ctsocialmediaconsultant.com). Difference between internet marketing, particularly the Internet, is predominantly a ‘pull’ technology, the customer having initiated the visit to the web site. This may lead to subsequent push activities, such as sending e-mails to people who have registered their interest on the site, but the initial communication is a pull event. (www2.accaglobal.com)
Interactivity is a significant feature of the
Internet marketing differs significantly from conventional marketing communications because of the digital medium used for communications. The internet and other digital media such as digital television and mobile phones enable new forms of interaction and new models for information exchange. A useful summary of the difference between theses new media and traditional media has been developed by McDonalds and Wilson they describe the 6 I’s of the e-marketing mix. The 6 I’s are useful since they highlight factors that apply to practical aspects of the internet marketing such as personalization direct response and marketing research but also strategic issues of industry restructuring and integrated channels communications. (Imran RT, 2010) * Interactivity (from push to pull) * Intelligence (market research) * Individualization (mass customization & personalization) * Integration (inbound & outbound communications) * Industry restructuring (intermediation, disintermediation) * Independence of location (global ubiquity)
Interactive marketing promotes a two way communication as compared to traditional marketing, which is usually ruled by one way communication. The difference between interactive marketing and traditional marketing are Push and pull marketing strategy. Traditional marketing strategies were based on a “push” methodology where managers were literally pushing the products onto the customers. (www.ctsocialmediaconsultant.com). Difference between internet marketing, particularly the Internet, is predominantly a ‘pull’ technology, the customer having initiated the visit to the web site. This may lead to subsequent push activities, such as sending e-mails to people who have registered their interest on the site, but the initial communication is a pull event. (www2.accaglobal.com)
Interactivity is a significant feature of the
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