E Marketing

E-Marketing Class Presentation 5th April 2008

Group Members

Faraz Akhtar Farrukh Hussain Khan Ahsan Imtaiz Shahzad

Presented to

> Mr. Asim Iftikhar, Class Instructor> Class Mates

SubjectE Commerce, MBA, Institute of Business Management, Karachi

E-Marketing Class Presentation 5th April 2008

Contents of the Presentation

Overview of Marketing Role of Internet in Marketing E-Marketing The benefits of E-Marketing Components of E-Marketing E-Marketing Mix The E-Market System Types of E-Markets E-Market Techniques Critical Analysis of E-Marketing Future and Challenges of E-Marketing Summary

E-Marketing Overview of Marketing

Marketing

Marketing is an organizational function and a set of processes for creating, communicating, and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders

Three main function of Marketing

Facilitation of Transaction and Flow of Information Provide a legal and Regulatory Framework Components of E-Marketing

E-Marketing Role of Internet in Marketing

E-Marketing Role of Internet in Marketing

The web has the potential to

Projecting an Image Customer Service Channel Relations Purchase and Inventory Management Information gathering and sharing Data base development Mass Customization Advertising and Sales Promotion Selling Multi Channel Marketing

E-Marketing E-Marketing

E-Marketing Definition

Internet marketing, also referred to as online marketing or eMarketing (or e-Marketing), is the marketing of products or services over the Internet. The Internet has brought many unique benefits to marketing including low costs in distributing information and media to a global audience. The interactive nature of Internet marketing, both in terms of instant response and in eliciting response, are unique qualities of the medium.

E-Marketing E-Marketing in Perspective

Acquisition> Continuously attract quality new prospects to your site at the right time

Engagement> Engage the visitor, make them more receptive and promote a response

Conversion> Convert online prospects into customers

Retention> Engender customer loyalty and extend their lifetime value to your business

E-Marketing Search Engines: Interesting Facts

> 85% of all searches undertaken online are done via search engines*

> 75% of users never look further than page one*

> Google uses over 100 different criteria to rank your site

> Over 6 million web pages uploaded each day*

> 55% of users use search engines with the intention of buying a product*

> Indexing takes between 2wks and 6mths depending on the search engine

> Only 30% of sites submitted are successful in being indexed

*Source: Georgia Institute of Technology

E-Marketing The benefits of E-Marketing

Following are the few benefits of E-Marketing

Communicability Focus/tailored approach Information Timeliness Cost efficiencies Dynamism/flexibility Global possibilities Multimedia capabilities Interactivity Sales

E-Marketing Components of E-Marketing

Following are the Components of E-Marketing

Customers (Buyers): impulsive, patient, analytical Sellers and Products Infrastructure Front end Back end Intermediaries Other business partners Support services Digital products

E-Marketing E-Marketing Mix

In the Context of the customer oriented Internet marketing or e-marketing

Product Price Placement Promotion___________________________________________________________

Others

People Process Physical Evidence

E-Marketing E-Marketing System

E-Marketing Types of E-Markets

Few E-Markets are

E Malls General stores/malls Specialized stores/malls Regional versus global store Pure online organizations versus click-and-mortar stores

E Store FrontE Market Place

Private Sell-side Buy-side Public Consortia

E-Marketing E-Market Techniques

Some of the well know techniques are

Market Segmentation Internet Advertising Register with web directory services Solicited, targeted email (or Internet Direct Marketing)

E-Marketing Email Marketing: Considerations

> Benefits of email marketing

> Managing the target data

> Designing the email

> Sending the email

> Monitoring the response

> Legal issues and considerations

KEY TO SUCCESS – RESPECT THE PEOPLE YOU ARE EMAILING TO

E-Marketing Email Marketing: Benefits

> Low Cost (approximately 1/10th of Direct Mail)

> Speed of delivery and response

> Personalised communications

> Accountability

> Proven to work (CTR of 15% are not uncommon)

> Branding; Customer Retention; Cross Selling; Up Selling;

> Customer Acquisition

E-Marketing Email Marketing: Managing the Data

> Rent data

> Build own data

> Offline vs. online management of data

> Profile data in a detailed way

> Forms: use radio buttons, drop-downs

> Free text cannot be used

E-Marketing Email Marketing: Designing the Email

> First impressions count

> Select your subject title with care

> Make the call to action clear

> Always offer an incentive

> Personalise the email (sender/receiver)

> Bear in mind the fold and email without graphics

> Avoid overuse of graphics and animation <25kb

E-Marketing Email Marketing: Designing the Email

E-Marketing Email Marketing: Sending the Email

> Email clients

> Email list vendors

> Email bureaus

> Timing

> Frequency

> ISP delays and blocking

E-Marketing Email Marketing: Monitoring the Response

> Sent

> Delivered

> Hard and soft bounces

> Unique opens

> Link Responses

> TEXT Click through

> HTML click through

> % click of open

> Unsubscribe

> Time and day of open

> Sales, Sales value

> ROI

> Cleansing data!!

E-Marketing Email Marketing: Biggest Mistakes

Not having a contact/targeting strategy

Poor welcome strategy, use of event triggers

Reactivation strategy, unsubscribe follow-up

Not using reminders sufficiently. Integration with direct mails

Not interactive – simply direct mail delivered by email

Not having list quality targets

Number by segment, activity levels

Not enough care over from and subject line

Not building the email around the call-to-action

Not providing sufficient space above the fold

Not effective with images blocked

Not using tracking sufficiently

Not evaluating qualitatively (brand metrics)

E-Marketing Critical Analysis of E-Marketing

This includes

Advantages of E-Marketing

Increase your ticket sales, membership or attendances

Reduce your costs in terms of spend and staff time

Raise the profile of your organisation

Provide up-to-date and segmented information TO your customers

Provide up-to-date and detailed information about your customers

E-Marketing Critical Analysis of E-Marketing

This includes

Pitfalls of E-Marketing

Large e-mails will block up mailboxes and irritate customers

E-mails about events or services which don’t interest your customers could lead them to sign off your service or ignore your e-mails The people you wish to target may not use the internet

E-marketing is only one weapon Not setting out clear objectives

E-Marketing Future of E-Marketing

The overall impact of the Internet will be enormous, although the emphasis will be more on E-marketing rather than E-commerce

 Bricks-and-clicks firms will outperform bricks-and-mortar firms and clicks-only firms

  The growth of new high-speed transmission modes will allow more multimedia capabilities to be incorporated into company Web sites

  Business-to-business E-commerce will far outstrip business-to-consumer E-commerce.

E-Marketing Challenges of E-Marketing

Consumer resistance to online shopping Customer service System breakdowns Speed of site performance Internet connection costs Legal issues Privacy issues Communicating without spam (unsolicited and unwanted E-mail) Clutter Finding a workable business model Expectations of free services Integrating bricks-and-clicks operations Global issues

E-Marketing Evaluating your online of Market Place

E-Marketing Summary

Internet is a valuable Marketing tool

multifaceted potential marketing roles for the Internet

Internet marketing strategy

Internet is being utilized to enhance marketing strategies Challenges of using the Internet in marketing and to forecast the future

Not ignoringing the mobile internet

E-Marketing Email Marketing: Resources

DTI eCommunications Informationwww.dti.gov.uk/industries/ecommunications

Data Protection Actwww.informationcommissioner.gov.uk

Direct Marketing Associationwww.dma.org.uk

Email Bureau Sourceswww.ipt-ltd.co.uk www.ecircle-uk.com www.emailvision.co.ukwww.responsys.com

E-Marketing

Question & Answer

Thank you!