The impact of the Internet on marketing communications

The impact of the Internet on marketing communications

The practice of promotional activities for business on the internet recent issue

Relatively, and may the real had its beginnings after 1994, but before that were attempts to exploit network

Internet trade promotion exposed to severe rejection, and this rejection was coming from both sides:

- First Party: Supervisors on the internet and on the establishment and development.

- Second Party: users, if Internet users do not accept the idea of ​​using and exploiting

This network for business, but the focus should be exploited in serving science issues

And human resources within the prospects for humanity.
2

But then became more understanding of the use of the network for commercial activities, and become promotional activities

Online no less important than its traditional counterpart, and this is what you will eat through this section
  
Which we will discuss in which the impact of the Internet on marketing communications and their contribution to improving

Their performance.

The first requirement: strengthening marketing communications electronically

The Internet, digital television and other digital methods has brought about a real revolution in the

The field of integrated marketing communications.
And many institutions seeking to shift from methods

Communicative traditional to innovative digital methods not only through the Internet and digital TV

But also through intranets (internal communications) and extranet (in contacts

Foreign Affairs) and also through video-conferencing techniques, discussion groups, and others.
These

Innovative methods to contact ensures feedback in real time. Through these methods

Institutions can connect and communicate with their customers, suppliers and stakeholders, and even

Competitors, in real-time which can improve its communications on the basis of nutrition counterproductive

Received from the relevant authorities.

That innovative approaches in the field of technology (Mahon, study suggests Mahon (2002

Information and Communications has achieved in the field of marketing communications great achievements of institutions

: Able to adopt and embrace efficiently effective.
And of the most prominent of these accomplishments include 1

• reduce the periods of contact to the barest minimum, where information technology contributed

And communications to provide the time necessary to complete the process of communication and thus enabled the delivery of

Messages connectivity not only rapidly, but also in real time.
And would

Accelerate the process of making marketing decisions.

• To ensure the highest degree of efficiency and effective quality in the communication process, where the movement of messages

Precision and clarity unequivocally, and this in turn has led to reduced cases of jamming

Often accompanies the communicative process, and thus make informed marketing decisions that do not accept

Diligence and interpretation.

• To achieve the highest levels of interactive communication process.

• reduce the costs of the communication process.
In the long run contribute to these techniques

The reduce commissioning effects on communication processes so make sure that the rate of reduction

80% in the case of medium-sized companies in EU countries - ranged between 20

European, and this ratio is considered expensive and very meaningful.
  
Reduce complaints associated with poor understanding of the content and substance of the communication message.
These techniques

Has dramatically reduced the number of complaints of ill-understand messages resulting connectivity

Reduce the cost of handling complaints.

• For information and communication technologies large and effective role in achieving integration in communications

Marketing, and it is something you wish for a lot of institutions that integrated marketing communications

Computer-aided verification of these institutions the highest levels of efficiency and effective, which in turn

Contribute to improved performance and increased productivity.
And has been proven in the field that institutions that use

Integrated marketing communications systems computer-aided enjoys a close relationship with its customers

Based on loyalty.

• contribute to information and communication technologies in activating and maximizing the impact of each element of the

Communications mix of advertising, publicity and public relations, sales promotion and sales

Personal and direct marketing.

• Many researchers believe that interactive marketing depends primarily on the basis of a system

Interactive connections, and that this system is responsible for the success or failure of the concept and practice of

Interactive Marketing.
There is no doubt that the interactive marketing communications represent the essence of marketing

Interactive and the basis on which it is based.

Is well known that the field of integrated marketing communications does not accept fragmented work at all, it is

Represents a series of elements of communication related to each other, and that each of these elements

Complement each other.
No wonder that the effective integrated marketing communications of the share

Institutions that build and embrace information and communication technologies and in the forefront of the Internet.

It is worth emblem that the customer has become the master of the situation in contact, he is the initiator of contact

And is resident to him and is the one who chooses the communication channel that check him his desire simplest and easiest ways.

So the client is no longer a recipient of the information or marketing communications, but turned into the backbone of the system

Communication, this means that the institution wishing to strengthen the relationship with the client to open channels of communication

With him and to separate their communication systems on the client size and in proportion to his needs and desires and aspirations
  
Online advertising

1.
The concept of online advertising:

The Declaration transfer is a personal information through various media, which is usually convince me

In nature about products (goods and services) or ideas and usually pays his patron unknown.
The movement

Advertising activity on the internet in the improvement and development of continuing.
And increasing the volume of activity year after

Year, and is rapidly growing number of organizations adopting this global channel for the dissemination of advertisements

And the promotion of their goods and services and ideas.

On the web site (paid - for space) all paid the price space and advertising online is

And online advertising differs from traditional advertising in the aspects' or in the form of e-mail

Many
  
2.
Forms of online advertising:

Usually takes online advertising the following formats:

: (Banner -1-2 tape Advertising: (Albanir

Bar ad on a Web page used to spread the message of a private advertising and is

1 «What's Foundation, Albanir is also considered as a reference and links about this institution

IAB and there are eight standard sizes paneer by the Interactive Advertising Bureau rating

: As follows 2 (Internet Advertising Bureau)

Full paneer (pixels) 468 × 60 -


Half paneer (pixels) 234 × 60 -

Albanir vertical (pixels) 120 × 240 -

One button (pixels) 120 × 90 -
  

Button box (pixels) 125 × 125 -

Button microscopic (pixels) 88 × 31 -

Tape: advertising space for creativity and catalog the 1  technological

And remains the choice of this or that measure, as desired by advertisers as they can develop new sizes, and follow

Marketing procedures and technology in order to bring the attention of visitors and encourage them to click.

A - creations Marketing:

These procedures can be applied at the level of Albanir format, such as the appearance of vertical Albanir and in drawing

And composition, as well as the ad promises; as marketing incentives designed to bring attention to and raise

The level of clicking, you can depend on games, contests, and promotional gifts, and messages

Once.

B - technological innovations: is the use of techniques developed, which confer on

Ads innovation and dazzling element, such as:

(30) Declarations bar; confirmed that Albanir (ZDNet) it.
Only experience

MA has a rate of at least acknowledge it is estimated (15%) higher than the hard Albanir

.% (And in some cases this increase to the rise (40

(En savoir plus), "to receive a tremendous amount of information, by clicking on the button" for science more

When you activate this button increases the size of the Declaration;  way for the emergence of more information

Detailed, and the visitor can continue the process until it reaches the voucher purchase; Thanks

Advertising strip turns into a commercial space.
(JAVA) Technology

This technology allows ads contain footage: (Le Streaming) • Flow

Video specific time loaded; Vichahd the user first pictures uploaded without waiting

Complete the download process, as the flow increases liquidity, pictures, and agility Page

Host of the Declaration, and lightweight.

This technique works to activate the animated stills, images: (Flash) • Flash Technology

And votes, specific weight Albanir.
  
Allow advertising activate the tape take him several forms, as if the show: (DHTML) • Technology

And that swim at the top of the page, or folded by simply clicking ...

Also called strips, interactive advertising, and is preparing the agenda: (html) • Ads

Explainer of information of interest to the visitor, in the latter presented his requests and only what is on offer

Therefore, to accrue to the service, or Item agree to it.

: (L'interstitiel) 2-2: Declaration interval

TV, in a time when the Internet user access to a specific page of the site

And waiting to view this page on the screen; shows the separation announcement, during that period of time

Brief.
This kind of advertising occupies the full screen, and knows this type of advertising is widespread

.
Large in the United States of America 1

: (Le Sponsoring) 3-2: care

Under this management style that allows the site to one of the companies that want to advertise itself

This site sponsored by or under the auspices of a portion thereof, to sponsor one of the corners that are mostly related

Link activity.
Activity care ad widely, especially when it is on the line; is: "phenomenon is a partnership between

Author and publisher between mark based linking the brand name media content is done by

Publisher "This is the kind of advertising that is somewhat exotic, so it is believed to be more receptive of

By internet users.
And up to the point of care partnership, whether declared care

Big as itself produces editorial material, or it cooperates with the publisher on it 3

4.2: Other forms:

May take the network advertising in various forms, not necessarily reflected in the phenomenon and templates directly

: It can pass messages through advertising sites in different ways, hereinafter referred to as 4

(L'événementiel et les operations specials): 1-4-2 - special events and processes

This terminology is all forms of contact Alachhara, which offers a message stated under

The form of various advertising is tape;, where an image is included in the highly innovative

Within the site for a publisher, but not through the tape, or care, or even partnership; example
  
It can be any position of discharge site advertised as a product similar to what is happening in

Movies.

(Le publi - reportage): 2-4-2 - Alroportaj publication

Like Alroportaj on the line which is published in the written press, and is allowed to sign

Request accomplish newspaper article written by the editors of stent, in a manner compatible with the direction and the audience

The latter.
Just as is the case in traditional journalism; it is necessary to display this type advertising

Clearly, in order to profile the nature of the article for the visitor as he should achieve sufficient security of the mark of the board of

Editing, and that does not deviate at the same time for the overall context of the publication.

And allows Alroportaj to publication on the Internet for users after clicking link letter Achhara the more

Traditional.

: (Le push) 3-4-2 - Payment

Is a marketing policy designed to push information about an Internet user and use technology

Convenient, direct way without being requested, but enough to register within the required interest, and identifies

His wishes, regularly receives information about selected topics, and in parallel with the information, is published

Advertising messages within this channel; This method is characterized by the possibility of match display content with

Target audience previously unknown applications, payment method is considered published when many of creativity, provided

That is characterized by a balance between the information content and commercial communication.

Payment takes the form of advertising image that appears on a computer screen without the intervention or request from your browser

They agree interests and can relate Pulse Magazine, advertisement, or an invitation to visit the Web site, most of

Promotional purchase process) www.vinternet.net (sometimes be on the form of a declaration., For example, carried out site

As soon as the web browser using induction, Yahoo France two words on Yahoo

Ad bar appears Yahoo search engine (champagne) or (vins) words Muftahitin the

) (Www.vinternet.net at the top of the screen, and inventory Alinver it is going directly to the site. 1

-3 Online ad supports:

There is a WAP four basic areas to connect Alachhara Can exploited, namely:

(File transfer protocol-FTP -) FTP files, (e-mail) E-mail

. (Chat) conversation, (newsgroups) discussion groups
 
, (Informatif) - include Presentations messages in an e-mail news

Ad, accompanied by a group of news media, or niche.

- Directing the commercial messages to people Mstahed Fein by themselves, they had visited the site one of the institutions

And left their own graphical information, and either people have purchased any commodity on the line.
1

There are several ways to use this promotional tool (e-mail) and the most important:

• Use free e-mail sites to insert the name of your organization in one of Mailing Lists

In exchange for financial incl.

• company that connects its existing customers, investors, suppliers and distributors

And other stakeholders through mail so that they are in constant contact

With them and meet their demands and interact with them effectively.

• Get the names of new customers, their addresses and their interests through the organization of some of the activities

On the site page promotional institution (such as a contract, polls and contests ...).

• send messages to new customers through existing customers and is one of the means

Outstanding (in the form mostly titled: Send a message to a friend, or a friend

Location, etc.).

• illustrations and motivational messages sent by the crew and sales promotion.

• Correspondence and Salutation through automatically institution.

• to provide enterprise customers in front of some services that recognize which addresses

Addresses and their friends as a send electronic greeting cards different occasions.
This protocol allows: (file transfer protocol-FTP -) 2-3 FTP

Download documents, and programs to and from the computer, a provider at the same time, using 

To express Alachhara, especially it touches a specific category of Internet users, as the opportunity to

Daily attendance - if it chooses this method communication - to persons who have voluntarily

A file or a program.

And even received a message advertising the same admission, must be included in the material with additional value to the customer

Such as: game, or software, or a document The distinctive media content; but could require this declaration

Possibility of generating frustration for the user, who spent a lot of time and money to download this file.
  
Discussion groups

E-mail; he touches accurately target audience but not as individuals, but as groups wrapped

About a particular topic common among them, and to send advertising messages to various members of the

Menus, and can review how to use discussion groups to announce as follows:

A - creating institution of its own discussion group: recruiting specialists from the company itself unable to respond

A fast and convenient manner to the questions posed in the Forum; allowing spaces proposal

Private graphical their customers, and give them the information materials and commercial, with the possibility of dialogue with them.
This is very

Is devoted to fulfilling way more than win over the people.

B - participation of specialists in discussion groups on behalf of the institution: heading this communication to form

A specific audience, you may not know the institution nor the mark, to participate in the debate, and this in order to bring attention

These, and earn loyalty at the same time, without being an outsider.
Advertising discourse must

Contains additional value to the consumer, and that the force of the placing on the information relating to the open debate

And a representative of the institution that creates a place emphasizes the expertise 1

A lot of institutions related to existing customers and prospective through: (chat) 4-3 Conversation

Chat rooms, as the sale and promotion of personnel working to inform customers and persuade them to buy products

Institution.

There are two basic types of chat rooms:

Chat rooms, a private institution, as some institutions, you create chat rooms 

Own, and through these rooms can engage with customers who visit these

Rooms, or invite them to visit.

General chat rooms and is subordinate to the primary classified sites Hua conversation, and you 

Divide the conversation into different groups by topics or countries or languages ​​or

That. The approach in this case is that the institution of one or more rooms within these

Public sites for a fee is high, and operates through catalog.

And Director of the room or can Who Personnel invite members of other rooms to visit

Room where debating.