For integrated communications to be successful, the different techniques should be successfully integrated through time as part of a campaign or campaigns.
Figure 8.6 shows how communications can be planned around a particular event. (SE denotes 'search engine'; C1 and C2 are campaigns 1 and 2.) Here we have chosen the launch of a new version of a web site, but other alternatives include a new product launch or a key seminar. This planning will help provide a continuous message to customers. It also ensures a maximum number of customers are reached using different media over the period.
In keeping with planning for other media, Pincott (2000) suggests there are two key strategies in planning integrated Internet marketing communications. First, there should be a media strategy which will mainly be determined by how to reach the target audience. This will define the online promotion techniques described in this chapter and
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