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The planning, implementation and evaluation of an online marketing campaign

Claire Spencer (Manning Selvage & Lee, 123 Buckingham Palace Road, London SW1W 9SH; tel: +44 (0) 20 7878 3000; e‐mail: claire.spencer@mslpr.co.uk)
Nick Giles (Manning Selvage & Lee, 123 Buckingham Palace Road, London SW1W 9SH; tel: +44 (0) 20 7878 3000; e‐mail: claire.spencer@mslpr.co.uk)

Journal of Communication Management

ISSN: 1363-254X

Article publication date: 1 July 2001

5222

Abstract

“We’re watching the wiring of the cerebral cortex of society”, said Jay Walker, founder and vice‐chairman of priceline.com, of the new Internet revolution. “It is dramatically transforming communication and marketing models; it is providing marketers with a new set of capabilities.” But with new capabilities come casualties; Jay Walker cautions that advertising will disappear on the Net, “It may take two or ten years, but it will disappear.” Walker’s hypothesis is borne out by the latest research findings from Roper Starch. In its latest report it identifies the “The advertising‐free zone brought to you by (fill in the brand)” phenomenon. Roper Starch predict “ad‐free zones will be popping up on the Internet soon, a reflection of consumers’ increasing antipathy towards advertising”. This paper examines the opportunities for effective online marketing that go beyond the now omnipresent banner advertisements, and provides guidelines for marketers as to how to harness the “new set of capabilities” through planning and evaluation. The paper has relevance to those involved with public relations in a marketing context (often called marketing PR), and those interested in planning and evaluating online communications campaigns.

Keywords

Citation

Spencer, C. and Giles, N. (2001), "The planning, implementation and evaluation of an online marketing campaign", Journal of Communication Management, Vol. 5 No. 3, pp. 287-299. https://doi.org/10.1108/13632540110806839

Publisher

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MCB UP Ltd

Copyright © 2001, MCB UP Limited

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