Jun 2002


Figure 8.6 Integration of different communications tools through time

Dec 2002

Direct mail

E-newsletter where to advertise online. Second, there is the creative strategy. Pincott says that 'the dominant online marketing paradigm is one of direct response'. However, he goes on to suggest that all site promotion will also influence perceptions of the brand.

It follows that brands do not have to drive visitors to their own site; through advertising and creating interactive microsites on third-party sites, they can potentially be more effective in reaching their audience who are more likely to spend their time on online media sites than on destination brand sites.

Consider the options for online promotion of a fast-moving consumer goods brand (FMCG) such as coffee (e.g. Nescafe, www.nescafe.co.uk), tomato ketchup (e.g., Heinz, www.heinzketchup.com), or toiletries (e.g., Andrex, www.andrexpuppy.co.uk). The challenge is obvious - it is difficult to reach a large audience similar to using mass media such as TV, magazines or outdoor. Such destination sites will only attract a limited number of visitors, such as brand loyalists (who it is important to engage since these are often key advocates of these products) or students researching the brands! Another approach which can drive more volume is to use on-pack promotions or direct response TV and print campaigns that encourage consumers to enter competitions and engage into e-mail or text message dialogue in keeping with their profile. The 2005 Walkers Crisps (www.walkers.co.uk) 'Win With Walkers' competition is a good example of this. Walkers gave away an iPod Mini every five minutes (8,700 in total) to texters who responded to messages on 600 million packets of crisps. The campaign was supported by a £1.5 million advertising push, featuring ex-footballer Gary Lineker. In September alone, 5% of the UK population entered, which must explain why I didn't win when I texted in at four in the morning!

The final approach, which is required to achieve reach volume is to advertise on third party sites. Figure 8.7 show the options with the analogy made to the different groups of planets in the solar system and the arrows indicate which approach is selected to achieve reach or traffic building. Typically the smaller the site, the more accurate targeting is possible, but demographic targeting is possible on large portals. For example, McDonalds advertises on MSN Hotmail based on the profile of the user and Ford uses AOL to reach family-oriented purchasers.

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