Mata kuliah
Tahun
: O0274 - INTEGRATED MARKETING COMMUNICATION
: 2009/2010
Strategic Issues: The Internet
Pertemuan 21 & 22
Strategic Issues: The Internet
Learning Objectives:
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Understand the rapid nature of IT change
Understand the concept of the internet
Grasp how the internet can help marketers
Grasp how the internet can hinder marketers
Consider developing online strategies.
Bina Nusantara University
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What is The Internet ?
 The internet is just an international
network of computers linked together
 Once you’re hooked up and plugged in
you can rocket around computers across
the world, drop into discussion groups,
read bulletin board, and share ideas,
photos, videos, articles, news and games
Bina Nusantara University
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What is The Internet ?
 Visit virtual shopping malls, buy products,
tour Universal studios, the louver in
Paris or watch the Rolling stones play a
concert
 The net has unique combination of
anonymity (who knows who you really
are) and intrusiveness (junk email)
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What is The Internet ?
 The internet provides an endless array
of both useful and useless types
information. you can discover how
many cans of coke are left in a coke
machine on the other side of the world,
make contact with old and new friends.
Explore libraries and encyclopedias
online.
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What is The Internet ?
 There is no doubt about it – from
ethical moral and social perspective
the internet has both good and bad
aspects.
 Equally in marketing, the internet
has its positive and negative
features.
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What is The Internet ?
 Before exploring how the internet can
firstly, help marketers and secondly, hinder
marketers, remember that :
 The internet is still largely misunderstood
 Cybermarkets are much faster changing
than traditional markets
Bina Nusantara University
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What is The Internet ?
 Cybermarket models have extreme polemic
changes – there is no norm a model
 Cybermarkets require new marketing
marriages (alliance) – wheter pain for or
pure alliances, new marketing partnerships
open up huge cyber opportunities
 The internet impacts different markets at
different levels.
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How can The Internet Help Marketers ?
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Marketing research
Database building
Customer service
New product development
Internal communications
Cost reduction
Distribution
Selling
Promotion
Bina Nusantara University
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1. Marketing Research
Market information
 There is a lot of marketing research that
can be collected on the Net, ranging from
market analysis to the customer interviews
through to creative ideas.
 The internet adds a huge resource, so
huge that some feel that the internet,
alongside other new sources provides too
much information.
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Market Information
 The internet provides a rich resource for
research. From government reports and
statistics to tourist boards, newspaper to
journals
 It is possible to tap into news groups and
discussion groups asking if anyone knows
where specifics types of information might be
found. Members are usually happy to help
their Net colleagues by pointing them in the
right direction.
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Market Information
• Many newspapers, journals and press
clipping
services
offer
search
facilities so that articles about
specifically
named
companies,
brands, products, industries and
individual can be tracked.
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Competitor Information
 Whether about your own company or a competitor’s
the Net reveals all. Well, as much as an organization
wants to reveal when it puts its own site on the web.
An organization’s web site provides useful information
The first port of call for competitor information is
often the competitor’s web site as it reveals
something about the organization, its employees, its
culture, internal news letter, new products, new
visions and sometimes hard information such as
financial results.
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Customer Information
 Online feedback from customers visiting
a Web site provides the opportunity to
carry out a continual focus group. The
net can provide a continual dialogue
between customer and company
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Miscellaneous Information
 Online research can collect
information and ideas about
new products, new promotions
and even cost-saving ideas
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2. Database Building
 With thousands, hundred of thousands and
sometimes millions of interested visitors
entering a particular Web site, several
opportunities arise: trapping their data on
to a database and developing a dialogue
which support a strategy of relationship
marketing. The full details of the visitor are
usually captures either through registration
(when entering the site) or other formfilling activities.
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World-wide club
 Today’s database and
relationship marketing
techniques help to build
sophisticated membership
club.
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Dynamic Relationship Marketing
 Discussion groups, member
involvement and speedy responses
all help to create a sense of
involvement.
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BE A WINNER ALWAYS!!
 THE WINNER WILL NOT GIVE UP!
 EVOKE YOURSELF!
 MINDMAP YOUR THINKING!
 BE A LEARNER AND YOU WILL SEE….!
GOODLUCK!!
Bina Nusantara University
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