ELECTRONIC MARKETING Pavel Kotyza, BA_EM Oct. 1, 2013.

ELECTRONIC MARKETINGPavel Kotyza, BA_EM

Oct. 1, 2013

Before we start – Warm-up

https://docs.google.com/forms/d/1Vtk7o6uS8geXrj6tZNZRkjOnCqPkDhMhQdOVldnJssk/viewform

Course contents I.• 1.Introduction to Electronic marketing• 2.Marketing Concept of IT CRM (IS) as a relationship

marketing tool• 3.Architecture of the communication system

• (EDI, API, internet, cloud based)

• 4.B2B and B2C e-business and e-procurement typology• 5.Effective data mining as a source of relevant data about

customer needs• 6.Customer segmentation - introduction to different types

of segments (demographic, socio graphic)

Course contents II.• 7.Online application development including metrics

definition (definition, targets, key metrics)• 8.Internet and mobile marketing advertising formats and

their pros, cons• 9.Web 2.0, responsive design as a marketing tool – using

CRM platforms• 10.Social Networks as a marketplace – getting the most

from online communities for B2B and B2C marketing communication

• 11.Future trends in electronic marketing• 12.Summary, case studies, discussion, sample test

How to easily pass this class

z/Zk

Credit will be based on student

attendance

Exam based on written test

• Credit & Exam; 7 credits

• minimum 75%• project presentation in class.

• 5 closed a 5 open questions• minimum 75% for passing the class

followed by interview if needed. • Additional tasks can be

formulated/set for a specific student, in order to meet necessary requirements

Question 1

When did you connect to the internet?

Question 2

What was the first thing you purchased from the net?

What is marketing?• Marketing is the process of communicating the value of a

product or service to customers, for the purpose of selling the product or service.

• It is a critical business function for attracting customers.

What is electronic marketing?

Internet

TechnologyEconomics

The web is fundamentally about individuals using networks to access digital products

Benefits of electronic marketing?• Low costs in distribution of information• Acts as vibrant media to globl audience• Most flexible way of doing business

What is E-Commerce• Doing business online

• “Any form of business transaction in which the parties interact electronically rather than by physical exchange of documents or direct meetings amongst officials”

Methods of E-Marketing• Search Engine Marketing (SEM)• Display Advertising• E-Mail Marketing• Affiliate Marketing• Interactive advertising• Viral Marketing

Types of E-Marketing• Internet Marketing• Interactive Marketing• Mobile Marketing

“Blogs are good for business” – Bill Gates

Problems of E-Marketing• Loss of personal touch in shopping• Availability of computers /mobile phones• Access to Internet

• Speed, FUP, coverage

• Credit Cards/Payment methods• Cyber Security

• Identity Theft• Cyber Crime

• Legal issues• Trade marks, domain name copyright, jurisdiction issues etc.

E-Business vs. E-CommerceE-Business E-Commerce

Covers outer and internal processes Covers outward facing problems

3 types of integration:• Vertical Integration

• Front-end website app integration into existing

transaction systems

• Cross business integration• Integration of websites of

customers, suppliers or sellers such as Web-based Marketplaces

• Integration of technology• Processes for order handling,

purchasing or customer services

Sub-part of E-Business

Internet in E-Marketing• Used for

• Distribution• Customer Relationship• Money Collection• Lead Generation• Advertisement• Feed Back Tool

4P in E-Marketing

Product in E-Marketing

Place in E-Marketing

Price in E-Marketing• Premium Pricing• Penetration Pricing• Economy Pricing• Price Skimming

Promotion in E-Marketing• Search Marketing• Pay-per-Click Advertising• Affiliate Marketing• Offline promotion Strategies

5S in E-Marketing

Benefits of E-Marketing

• More information for sellers about their customers

• More information for buyers• New technology – interconnectivity

• More automation• World wide sourcing• Greater value

Framework of E-Marketing• Set overall electronic objectives

• Need standards and expectations• Understand each customer

• Data based marketing• Design your presence

• Follow the rules of research• Entertain!

• Provide a wealth of experiences• Make it interactive

• Engage the customer

How other define Digital Marketing

http://www.youtube.com/watch?v=oH87MtZuBcY