The journal titled The Structure of Online Marketing Communication Channels inform us about the evolution of marketing that

can only be triggered by one single person rather following the traditional concept of marketing between marketing organization to masses of consumers. It also show us on how social networking create a challenges in online communication which is how quick the information are spread and the credibility of the news itself whether it is the truth or just a false information. There have been cases where marketing promotions and marketing attacks create such an impact by taking the case of the promotional campaign in presidential election of Barack Obama and chain mail towards Hilary Clinton. Certain elements of infrastructure that would help us understanding much better about online communication channels such as core/technological, competitive/commercial,

political/regulatory and social as it would scholar, marketers and consumer to understand this new online marketing tactics. Integrated marketing communications (IMC) concept do not has specified terms due to lack of accepted theoretical framework. The problem has been arise because both marketing academicians and marketing practitioners did not come out with mutual acceptance of the term itself. Plus, in a proper marketing which have its own flow and process such as marketing mix and promotion mix. Unlike the marketers who follow the traditional way of marketing; some groups decide to do outside the norm such as promoting their music using MySpace as the delivery medium that has been done by unsigned bands to create a prolific image to them without going through an agent or recording company. Social networking has delivered a great impact due to its popularity of communicating to a large number of people in real-time. As the terms of social networking has been explained as "one that allows internet users the ability to add user-generated content such as: comments, feedback, ratings, or their own dedicated pages"; some of the people took it into their own advantage by giving out a bad name and impression as what happen to organizations and individual who have article in Wikipedia.

After the death of the late Pakistani former Prime Minister, Benazir Bhutto, reporters obtained quotes and information from what they presume to be Benazirs son but it was revealed it was a scam profile; proofing that social network site can be a tool for a mole to imitate a person or an organization in order to give out a bad egg reflection towards the public; in Benazirs case could lead to a political conflict. It is also a tool for a person or a group of schemers trying to attack the character of mentioned person or organization anonymously which could cost long terms damage if such data,

statement or information is never be delete and creating a long-lasting damages even it has been deleted or threw away. In the diffusion through communication channels, due to adoption of new method in communication such as MySpace, Facebook, Youtube, personal blogs and such the way of marketing is never same as before; it created a paradigm shift on how marketers reaching new market unlike the traditional ways which has its own limitation such as the ability to reach target audience without going through gatekeepers which would filter any input to become an output. Plus, a persons opinion; whether it is positive or negative; can be access within minutes without any additional cost as it become part of the search engine indexes since the existence of an internet. As the concept of diffusion of innovations come as arise and being define perfectly, Gatignon and Robertson proposed the consider of marketing and competitive actions together with Everett Rogers basic elements of communication channels, time and a social system as financial incentive is really important for social network to survive because it has to keep and sustain itself to exist. There are infrastructures that enable or inhibit online communication channels such as core/technological infrastructure. It refers to the interconnected computers, servers, routers and cables that make it being able to access the internet. Exploitation can be made through the system by putting out Denial of Service (DOS) attack by giving out hit to the system which unable it to manage a task for example a case that happened to Colorado Rockies when their servers are overload which caused their purchasing ticket system cannot work.

In competitive/commercial infrastructure, there are limitations to the pool of resources such as domain names which lead to scarce resources due to the continuity existence of communication channels as the example of domain names which is valuable for communications as it create an association with a particular person or organization. Thus, it create a competitive elements since it would give a chance for an imposter to get hold upon the domain in the first place, right before the real person get his hand on it. Hence, a person or organization risks being spoofed on additional profiles posted by others or being misquoted on others profiles. In terms of political/regulatory infrastructure, the lack of regulation could encourage the senior users to be slothful while a number of pioneer new users towards negative forces rise. One of the problems in terms of regulatory infrastructure is the lack of legislation which deals with fake profiles and even the legislation exist, it has its own limited jurisdiction just as Morocco legislation upon fake profile only can be use within the country domestically. Social infrastructure does not matter unless the people use the product, concept or idea that is being delivered by the product. As before the existence of World Wide Web for household users, Words of Mouth (WOM) was popularly used by certain organizations and companies to promote their product or services as it is much more effective to attract future potential buyer especially the segments of consumers who distrust paid advertising as in their opinion only exaggerate things. Thus, by WOM it creates a perception towards those nontrusties but it has its restrictions such as time, geographic and number of people involve. In the end, by using World Wide Web, the same results can be seen but only within days or even hours to reach the same number of potential consumer. In conclusion, IMC is a very useful idea for the markets but as the new social media have become active in recent years, there are negative or ethically-questionable uses being made. Lastly, the concern of marketers to understand the diffusion of the channels is all depends to the changes in the infrastructures.

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SOURCE :
JOURNAL OF MANAGEMENT AND MARKETING RESEARCH TEXAS A&M UNIVERISTY-TEXARKANA