A01 chaf6542 06 se fm indd

Online

Offline

Mail,

fax,

phone,

person

Fulfilment

Specify

purchase

Payment

Product

evaluation

Decision to

purchase

Fulfilment

(digital)

Specify

purchase

Payment

1

2

5

3

4

Activity 8.4

Integrating online and offline communications

Purpose

To highlight differences in marketing communications introduced through the use of 

the Internet as a channel and the need to integrate these communications with existing 

channels.

Activity

List communications between a PC vendor and a home customer over the lifetime of 

a product such as a PC. Include communications using both the Internet and tradi‑

tional media. Refer to channel swapping alternatives in the buying decision shown in 

Figure 8.19 to develop your answer.

Answers to activities can be found at www.pearsoned.co.uk/chaffey

● 

The Internet can be used as a  direct-  response tool enabling customers to respond to offers 

and promotions publicised in other media. Dell uses ‘e-value codes’ which it publishes in 

magazines and offline material to direct people to specific pages (via a search) when they 

visit the website. CapitalOne uses a similar approach. These codes include a media code to 

assess which offline communications were most effective in driving sales on the website.

● 

The website can have a  direct-  response or  call-  back facility built into it. The Automobile 

Association has a feature where a customer service representative will contact a customer 

by phone when the customer fills in their name, phone number and a suitable time to ring.

● 

The Internet can be used to support the buying decision even if the purchase does not 

occur via the website. For example, Dell has a prominent  web-  specific phone number on 

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Chapter 8  Digital marketing

their website that encourages customers to ring a representative in the call centre to place 

their order. Th is has the benefi ts that Dell is less likely to lose the business of customers 

who are anxious about the security of online ordering and Dell can track sales that result 

partly from the website according to the number of callers on this line. Th is is alterna-

tive 3 in  Figure   8.19   . Changing from one channel to another during the buying process 

is referred to as