New Media Communications Integration Strategies

Resolving Tensions Between Advertisers and Website Publishers

2006-10-28T09:37:00.000-07:00

This story reports the tension between advertisers and publishers as they strive to cut costs and drive out traditional advertising agencies from the supply chain in internet communications programs.

Rightfully so in my view. Many traditional advertising agencies have lagged far behind in determining the best possible use of interactive media and producing effective campaigns. It is no wonder that the organizations who buy advertising on the internet and the website publishers who sell that advertising want to produce the best return on the investment of internet advertising.

And what better way to do this then to cut out ineffective middlemen? Or any middleman? While website publishers are striving to generate the most revenue possible from the sale of advertising space; organizations who are purchasing advertising services strive to generate the most revenue from their investments.

While it is possible to bring the management of internet communications in house; as many businesses and organizations are starting to do, it is very difficult to find qualified and knowledgeable communications managers who will do the work without a substantial salary and even then; most if not all of them have specialties.

What is the answer? How can a company or organization develop and maintain an effective communications program in the internet? What are some of the strategies that work for your organization?

Tags:
internet advertising
Advertising
Online Advertising
New Media
Media
Internet
Internet communications integration
Internet communications integration strategies
new media integration strategies

Walmart, Edleman and Business Communications Planning

2006-10-20T19:02:00.000-07:00

The walmart and edelman blog tempest continues to turn. It is creating the opportunity for people to start considering how a communications plan for business could have prevented this
Public Relations Blunder.

Supposing that an integrated business communications plan had been in place or set forth within walmart's c-level, it is likely that within the plan development phase; someone may have said, "what if someone finds out that these blogs are not really produced by walmart employees?"

Of course, when it comes to internet communications planning, there seems to be few advertising agencies, PR agencies or marketing consultancies who stress the need for plan development. And if you ever find an agency that understands that all three should be integrated to provide continuity of messaging and performance measurement; make sure and list them here.

One primary benefit of using an internet communications agency is that within the agency relationship, there is accountability and shared liability if something goes horribly wrong as edelman's fake blog strategy has.

What could have prevented edelman from creating and running this errant project?

What sort of things would you do if you were one of edelman's clients and this sort ofthing happenned to your comany?

How many of edelman's other clients may be running flogs right now?

More blogs about business blogging blunders.

tags:
Edelman PR
Walmart
Wal-Mart
Internet PR
Blogging
Marketing
Business
Business Communications Planning
Integrated Internet Communications Planning

Media Planning within the Internet Communications planning Process

2006-10-17T07:03:00.000-07:00

If you look around online at all the various options for accomplishing communications objectives, you will find a gamut of ideas regarding the amount of planning that is required to effectively manage an internet advertising campaign.

This article helps to reinforce the notion that planning is an integral component of any integrated internet communications project.

It also has some good ideas on what is required in order to understand the effectiveness of internet advertising within an integrated plan.

The other side of the coin is that internet advertising, marketing, and public relations vendors do not always have sufficient motivation to engage in a planning process with their clients. And especially if that client is involved in many different communications campaigns simultaneously. Or if it may cause the client to consider options other then their own service offerings.

What sort of experiences have you had with internet advertising vendors and services?

Or Internet Marketing or Public Relations Projects as a whole?

Have you found that there seems to be a strong emphasis on planning coming from your suppliers for these services?

What sort of things do you feel could be even more helpful in planning integrated internet communications projects?

Tags:
internet advertising
internet marketing
internet public relations
Online Advertising
Advertising
Internet
New Media
Integrated Internet communications planning

Internet Communications Integration Strategies and Management

2006-10-16T06:59:00.000-07:00

So you are online with your website?

Or you understand the value of using the internet to communicate via marketing, advertising, and public relations? And want to exploit this new media to it's fullest potential?

There are lot's of options for internet advertising, internet public relations, and internet marketing. Lots of options.

There is affiliate marketing, social media marketing, banner advertising, pay per click advertising, search engine optimization, optimized press releases, email marketing, and all sorts of systems and techniques for using the internet to meet your communications objectives.

It can take hours and hours of time just to start to understand these options. And that is most people's problem. The time it takes to understand how all of these different options can be integrated into a cohesive whole that meets business and communications objectives.

For instance and as a point of reference, consider how many different communications ideas you have been exposed to in the past week that involve some aspect of using the internet. Try to place them into categories of marketing, advertising and public relations. And then count them up and you will begin to see what I am saying.

Every week some new website or service announces it's presence online. Some new way of getting the word out or bringing the leads in. Every week. And this has been going on for over ten years. Rarely if ever do you see a day go by where someone, somewhere has not introduced a new way to make the internet "work" for you.

So where do you begin when it is time to use the internet or enhance your use of the world wide web to accomplish communications goals that meet sound business objectives?

How do you get a view of the big picture?

What sort of strategies do you use to organize and manage your online brand image?

How do you determine appropriate budgets?

These are some of this weeks questions. Hopefully, you will contribute your thoughts and ideas to this blog so that together we will understand and improve our use of the internet to communicate.

Tags:
internet advertising
Online Advertising
internet marketing
Online Marketing
Internet Public Relations
Online Public Relations
Marketing
Advertising
PR
Public Relations
Media
Integrated Internet Communications Strategies
Integrated Internet Communications Management