Interactive Media Strategies

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INTERACTIVE MEDIA STRATEGIES

ASSIGNMENT

MAMC-2006

To improve online communication tools for Revlon website in order to enhance customer interaction and satisfaction.

Student Name   Milli Rangroo

Student ID         4052157

Tutor                 David Phillips

Due Date          22, January, 2006

EXECUTIVE SUMMARY

Overview of the Organization

Revlon was launched by two brothers Charles Revson and Joseph with the help chemist Charles Lechman in 1932. The term Revson was renamed as Revlon by Charles Lechman. Initially, Revlon begin with single product called “nail enamel” and later all three established manufacturing process successfully. Company became multi dollar organization in America within six years.

Revlon is a leading mass products company includes cosmetics, skin care, perfume and personal care products. The objective of the Revlon is to provide qualitative and innovative products at affordable price. Since 1940, Revlon has been manufacturing innovative and quality products. Due to its global brand name and vast marketing experience, Revlon has successfully created consumer franchise in the world. Each of its products is sold in 175 countries approximately. The management team of Revlon posses’ creativity and good marketing skills. It also offers various beneficial business opportunities. It educates the masses regarding women related health issues.        

 This report will focus on, how Revlon’s communication tools can be improved to enhance customer satisfaction and customer interaction for Revlon. The report will also discuss competitor’s strategies. The report will focus on the gratification and use theory, value system and flow of information (i.e. how customer go through every page) and concludes with recommendations for improving online communication tools which will help Revlon to increase its customer interaction and satisfaction.

INTERACTIVE MEDIA

According to Chaffey, Chadwick, Johhnston and Mayer (2006), Marketers and experts needs to select appropriate online communication tools to increase the number of visitors on the website and to acquire new customers. In a study by Ko, Cho and Robert (2005) believe that interactivity should happen in terms of academic literature, which can be defined as human-message interaction and human-human interaction.

In view of Mc Quail (2004) interactivity can be defined in three ways; two-way communication, reactive communication and interactive communication. This report focuses on the interactive media (i.e. Is Revlon website offering two-way communication?), which means Revlon website is involving customers and implementing two way communications. Secondly, is website a reactive communication, which means whether the website is offering something useful to the customers? Thirdly, is website offering a medium of communication between customers to company and customer to customer?

To assess Revlon website three theoretical aspects have been taken into consideration; use and gratification theory, flow of information is used to understand what customers are looking for in a website.

1 USE and GRATIFICATION THEORY

Elliott and Rosenberg (1987 cited in KO, Cho and Robert 2005) believes that consumers motivation and decision to use certain type of mediated communication tools are examined through this theory.McQuail (2004) believes that the use and gratification is useful for internet communication theories. It is based on social and psychological origins. Papacharissi and Rubin (2000 cited in Ko,Cho and Robert 2000) believes that the motive behind using internet communication tools is based on interpersonal utility, pastime, information seeking, convenience, and entertainment.

According to Ellsworth and Ellsworth (1997) the website should offer information to the customer which will enhance its credibility and improve its business in the market. These can be further illustrated as below:

1 Social and Psychological

Mc Quail (2004) believes that social dominance and psychological needs leads to the use of internet. Social needs may be communicating with others but feeling of lonliness give rise to the social and psychological needs.

These measures give audience an opportunity to interact with different people and this is the way by which consumers can free themselves with loneliness feeling by interacting with other members in the society and they also help to develop consumer groups online.

2 Needs

Needs are generated. Consumers have a need to buy cosmetic product or to watch flashy ads which can be seen in website. Revlon website fulfils the generated need of consumers. Now, question arises whether website is generating a need or fulfilling.Needs are generated in consumer by wanting something they do not have.

3 Expectations:

Expectations of the masses and other sources, suggests that a consumer assessing Revlon website has a great expectation. He may think that there would be some gifts and contests.

Join now!

According to Strauss and Frost (1999) coupons and contests are big business online.Therefore,consumer visiting the site expects the site to hold some contests online which is beneficial to the company as well like it helps firms to draw traffic and keep users returning,

4 Media Exposure:

Mc Quail (2004) suggests that different patterns of media experience leads to some activites.When a consumer visits Revlon website and wherein if he comes in contact with media, it may lead to some experience. This experience can be regarded as social integration, identifying with others, connecting with family& friends and gaining a sense ...

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