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Part Five Developing the Integrated Marketing Communications Program
Belch: Advertising and
Promotion, Sixth Edition
Exhibit 15-7 eBay is a
very popular Internet site
V. Developing the
Integrated Marketing
Communications Program
15. The Internet and
Interactive Media
© The McGraw−Hill
Companies, 2003
many companies—dot-coms as well as traditional—have spent millions of dollars
trying to brand by advertising on the Internet, with only lukewarm success. One reason
behind this problem, Benezra notes, is the lack of a clear understanding of the
role the Web should assume in the branding process. New or less well known brands
may have to assume different strategies than those used by more established brands
such as Volvo, BMW, or The Gap. Another reason is that many marketers mistakenly
believe that simply creating awareness or attention will lead to a strong brand.
Finally, notes Benezra, it takes a long time to establish a brand relationship with a
customer, and the Internet hasn’t been around long enough to prove its branding
capabilities. 8
Branding and Direct Response May Be Counterobjectives Noting the similarities
between the Internet and other direct-response media like catalogs or interactive
TV, some marketers feel that the Internet is best suited to be a direct-response medium.
They contend that direct marketing requires a very targeted effort, searching for highprobability
buyers. Branding, on the other hand, is much less targeted and reaches out
to numerous audiences. According to Erwin Ephron of Advertising Age, the Internet is
somewhere in between, and trying to achieve both objectives at the same time has led
to unsuccessful branding efforts. 9
The Costs Are Too High Successful branding does not take place overnight. Unfortunately,
many marketers aren’t willing, or feel that they can’t afford, to wait. Such
marketers may view the Internet as a “quick fix” that will allow them to instantly
establish their brands. When they discover that the Internet is not able to provide
instant identity, they may quickly return to their focus on ROI or the bottom line. Cutting
advertising and brand identity efforts on the Internet will immediately reflect cost
savings and a return to business as normal. 10
The above are just a few of many reasons that can be offered as to why branding on
the Internet has been less successful than many hoped. We believe that the Internet—
as part of an integrated marketing communications program—can be used for branding
purposes, as well as for other objectives. IMC Perspective 15-1 provides just a few
examples of companies that have used this medium effectively, by integrating media.
Stimulate Trial Many marketers have found the Internet to be an effective
medium for stimulating trial of their products or services. Some websites offer electronic
coupons in an attempt to stimulate trial of their products. Others offer samples,
promotions, and sweepstakes designed to encourage trial.
E-Commerce
The Internet also offers the opportunity to sell directly to customers in both the consumer
market and the business-to-business market. This direct selling of goods and
services has been labeled e-commerce. Many of the sites
already mentioned in this chapter have a sales component—either
as a primary or secondary goal.
Many companies maintain their existing “brick and
mortar” stores while also selling through the Internet.
Consumer-targeted companies like Eddie Bauer, The Gap,
and Barnes and Noble are a few examples. Sears allows
online visitors to Sears.com to choose from 4 million parts
and carries schematics of 90,000 items. The items carry
the same prices as they do in the stores and can be picked
up at and returned to the stores as well. 11 Circuit City has a
similar program. Others like Amazon.com, eBay.com, and
E-toys.com maintain Internet sites only (Exhibit 15-7).
We will discuss more about e-commerce and strategies
employed in this area a little later in the chapter. Before
we do, let’s have a look at how the Internet can be used as
part of an IMC program.