Smart

Specific, Measurable, Actionable, Relevant and Time-related.

As was mentioned in the introduction to this chapter, an interactive marketing communications plan usually has three main goals:

(1) Use online and offline communications to drive or attract visitor traffic to a web site. This process is commonly referred to as 'traffic building'. Examples of SMART traffic building objectives:

• Generate awareness of web offering in 80% of existing customer base in one year.

• Achieve 20% 'share of search (Chapter 2)' awareness within a market.

• Achieve 100,000 new site visitors within one year.

• Convert 30% of existing customer base to regular online service users.

Figure 8.9 E-mail to rented list with choice of response mechanisms

Source: Norwich Union Rescue email (offers shown in this email expired March 2006), courtesy of Norwich Union Insurance

Figure 8.9 E-mail to rented list with choice of response mechanisms

Source: Norwich Union Rescue email (offers shown in this email expired March 2006), courtesy of Norwich Union Insurance

(2) Use on-site communications to deliver an effective message to the visitor which helps influence perceptions or achieves a required marketing outcome. The message delivered on-site will be based on traditional marketing communications objectives for a company's products or services. For example:

• create awareness of a product or favourability towards a brand (measured through brand research of brand awareness, brand favourability or purchase intent through using an online brand-tracking service such as Dynamic Logic, www.dynamiclogic.com);

• encourage trial (for example, achieve 4% conversion of new unique visitors to registration or downloads of a music service such as iTunes or Napster);

• build in-house permission-based list (grow e-mail database by 10,000 during year through data capture activities);

• encourage engagement with content (conversion of 20% of new unique visitors to product information area);

• persuade customer to purchase (conversion of 5% of unique new visitors) to purchase areas;

• encourage further purchases (conversion of 30% of first-time buyers to repeat purchasers within a 6-month period).

(3) Integrate all communications methods to help achieve marketing objectives by supporting mixed-mode buying.

Examples of mixed-mode buying objectives:

• Achieve 20% of sales achieved in the call centre as a result of web site visits.

• Achieve 20% of online sales in response to offline adverts.

• Reduce contact-centre phone enquiries by 15% by providing online customer services.

It is also worth noting that communications objectives will differ according to the stage of development of an e-commerce service. Rowley (2001) suggests that the general goals of these four stages are:

• Contact - promoting corporate image, publishing corporate information and offering contact information. Content.

• Interact - embed information exchange. Communication.

• Transact - online transactions and interaction with trading partners. Commerce.

• Relate - two-way customer relationship. Community.

Four similar levels of intensity of promotional activity are also identified by van Doren et al. (2000).

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