Marketing Communication Online
Risks and rewards of customer experience on the Web
Presented by Ward Tongen
A Working Definition
Online Marketing communications are all the communications between the organization and all other parties that take place online.
Functional Differences
Communication
Transaction
Distribution
• Conventional media serve as a communication channel
• New media function as communication, transaction, and distribution channels
Then…
“Sometimes when you concentrate on the details of a problem, you lose sight of the overall picture; in other words you focus on the unimportant, rather than on the important things. You miss the big picture.” - Upendran
Now…
“Any communication or marketing professional needs cross-cultural research and communication skills to be able to succeed in the future.” - Marye Tharp
Web Design
• User experience• Web usability• Make it self-evident
The Paradigm Shift
Risks
Kryptonite
2006 Super Bowl Search Marketing Scorecard
Rewards
Ronaldinho
The Future
Real World Applications
Believe in what you stand for.Blog &/or commentListen to your audienceMake it easy for themSpeak in a human voiceNatural, honest, & direct.Give them what they want!
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