How Marlboro attracts consumers to its website

The Marlboro website sums up the cigarette industry's productive use of online sites to connect with customers constantly over prolonged time periods. Not too long ago, the slogan for the Marlboro's website guarantees 'Action. Adventure. Special Offers. Find it all at MARLBORO.COM.'

Marlboro Special Blend

As the cigarette companies deal with additional prohibitions for advertising their products by means of more regular media channels, firms have addressed to the internet—which continues to be a place that is both less controlled and more difficult to regulate—to attract customers. As scientists have noticed, visitors are likely to expend far more time browsing and being in touch with a pro-smoking site than reading a static cigarette advertisement in a magazine.

Regardless of the regulable nature of the Marlboro webpage, which demands guests to sign up by showing they are a Marlboro smoker and by giving their full name, birth date, an address that appears on their government-issued identification and the last four numbers of their Social Security number (for age verification), the webpage attracts over a million guests each month. Customers' brand requirements are also needed, helping for 'relationship marketing'—the use of personalised targeting to maintain users, improve brand loyalty and promote personal marketing. Visitors are also asked to build their own 'brand' (a personalised symbol which will be their profile image) and provided with coupons, which are required to be designed to product choices.

Eventually, online resources like Marlboro.com point out the method the cigarette companies is successfully (1) advertising their products online facing prohibitions within other advertising avenues and (2) using the online world to an extent as yet unequaled by tobacco control promoters.

Philip Morris investing on advertising for company online pages in recent times has grown from $13.2 million in 2008 to $20.8 million in 2010.

Cigarette brand sites make it possible for companies to publish video advertising content, long since forbidden in media, with their customers and also assist as crucial avenues for relationship building (between brand and customer), in many cases mimicking social media pages in format and features.