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Part Five Developing the Integrated Marketing Communications Program
Belch: Advertising and
Promotion, Sixth Edition
Figure 15-3 Internet users
worldwide, by region,
2000–2004 (in millions)
V. Developing the
Integrated Marketing
Communications Program
15. The Internet and
Interactive Media
Developing an Internet Program
© The McGraw−Hill
Companies, 2003
CAGR**
2000* 2001 2002 2003 2004 2000–2004
North
America
108.1 133.4 152.0 169.3 184.5 14.3%
†
Europe 100.9 139.3 170.7 196.2 221.1 21.7
Asia-
Pacific
123.3 145.9 168.0 205.0 232.1 17.1
Latin
America
15.8 22.0 32.0 43.4 60.6 39.9
Africa 4.1 5.3 7.2 9.0 10.9 27.7
Total 352.2 445.9 529.9 622.9 709.1 19.1
*eMarketer’s year 2000 baseline is from the International Telecommunication Union’s estimate of Internet users age
2 years and older, who have accessed the Internet within the previous 30 days.
**Compound annual growth rate.
† North America includes the United States and Canada; Mexico is included in Latin America.
As with other media discussed earlier in this
text, using the Internet requires the development
of a plan. This plan should consider target audiences
(users of the Net), specific objectives and strategies, and methods for measuring
effectiveness.
Web Participants
The Web, like all other media, has both customers (users) and those trying to reach
these users (advertisers, sponsors, e-commerce). As with other media, target markets
include consumers and the business-to-business (b-to-b) markets. Let’s start our discussion
with the users—the target markets.
Users: Consumer Market In 1995, there were an estimated 14.9 million users
on the Net. By mid-2002, there were an estimated 150 million, with 64.3 percent of all
U.S. households now accessing the medium. 1 The rapid adoption continues internationally
as well, with an estimated 445.9 million users worldwide. 2 (See Figure 15-3.)
As shown in Figure 15-4, the adoption curve of the Internet greatly outpaces that of
120
100
Years to reach 50 MM users
Radio = 38
TV = 13
80
60
50
Cable = 10*
Internet = 5
40
Cable Internet
20
Radio
TV
+
Figure 15-4 Adoption curves for various media—the Web is ramping fast
1922 26 30 34 38 42 46 1950 54 58 62 66 1970 74 78 82 86 1990 94 98E
* The launch of HBO in 1976 was used to estimate the beginning of cable as an
entertainment/advertising medium. Though cable technology was developed in the late
1940s, its initial use was primarily for the improvement of reception in remote areas. It was
not until HBO began to distribute its pay-TV movie service via satellite in 1976 that the
medium became a distinct content and advertising alternate to broadcast television.
+ Morgan Stanley Technology Research Estimate