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Evolution Of The Internet
Phase One:PortalsEverywhere
Phase Two:SimpleTransactions
Phase Three:TheDigital Decade
Doing Online :
More time
More money
More
services
Fewer sites
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Advantages of E-Marketing
1. Cost effectiveness :Reduction in costs throughautomation and use of electronic media.
2. Interactive response : Faster response to bothmarketers and the end user.
3. Global reach: Open market of all products &Services.
4. Measurability & Research: Increased ability tomeasure and collect data.
5. Personalization : Opens the possibility to amarket of one through personalization.
6. Real-time feedback
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Benefits
To Buyers
Convenient.
Easy and Private.
Greater Product access and
selection.
Offers Comparative
Information.
Immediate and interactive.
To Sellers
Builds Customer Relationships.
Reduce Costs.
Quick and Efficient.
Reduces Communication costs.
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Disadvantages of E-Marketing
1. Lack of personal approach.2. Dependability on technology.
3. Security, privacy issues.
4. Maintenance costs due to a constantly evolvingenvironment.
5. Higher transparency of pricing and increased
price competition.6. Worldwide competition through globalization.
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E-Marketing Suffers From
Lack of data 5 years vs. decades for magazines,
radio
Lack of understanding of technology by marketers
Fast moving and turbulent arena
Changing technologies
Lack of trained personal
Senior management barriers
Corporate culture
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Difference with different or Unique Marketing Strategy.
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Online Marketing Tools
E-mail marketing
Site design for e-commerce
Viral marketing
Affiliate marketing
Banner advertising
Search engines
Online publicity
Word-of-mouth Research
CRM
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E-mail Marketing
What is Email?
The greeting should be personalized & otherpersons being sent the same message should not
be listed.
The name of the company should be identified.
The subject needs to be relevant to the reader.
It need to be short
Text message is preferred format.
E-mail is the number one app with over 90% of
internet users
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Content in Web sites
Convey what the company is and what the company hasto offer.
Project brand Image.
Easy to Navigate.
Attractive.
Have a Contact us page. Ask Permission to send information on specials.
Able to purchase products online.
Companies Build Marketing Database System: A Marketing DB is anorganized collection of data about individual customers, prospects or
suspects that is accessible and actionable for such marketing
purposes as lead generation, lead qualification, sale of a product or
service, or maintenance of customer relationships.
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Viral Marketing
Bulletin boards, e-mail, chat rooms are the
major conduits for viral campaigns
Forwards through mails and mobiles are the
example.
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What is buzz , publicity through internalsources and people to people
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Direct Marketing It is a interactive system of marketing that uses one
or more advertising media to affect a measurableresponse and transaction at any location.
Direct Marketing Builds Relationships: It allows companies to develop a strong relationship
with their customers, which helps prevent them from
switching to competitors. It costs four to seven times as much to bring in a new
customer as it does to maintain an existing one.
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Banner Advertising
Volatile history with sharply declining click
through rates
New forms such as java, active x,
Pop-ups, pop-under and other new delivery
methods are gaining acceptance
Branding is possible with banners
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Digital Marketing
It is a most using marketing tactics. By Applying
these we develop online channels to market like:
Web, e-mail, databases, plus mobile/wireless &
digital TV.
Support marketing activities of Digital are aimed
at achieving profitable acquisition and retention
of customers within a multi-channel buyingprocess and customer lifecycle
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Digital Marketing and CCE
The last things considered is approachesto Customer-Centric E-marketing. It shows
that it is very important to retain your
online customers and requires a plannedapproach to migrate (Traditional
customers) existing customers to online
channels.
Acquire new customers by selecting the
appropriate mix of E-communications
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Customer-centric digital marketing involves:
Applying
Digital technologies which form online channels(Web, e-mail, databases, mobile, TV)
to
Contribute to marketing activities aimed at achieving
profitable acquisition and retention of customers (within amulti-channel buying process
and customer lifecycle)
through
Improving customer knowledge (of their profiles,behavior, value and loyalty drivers), then delivering
integrated targeted communications and online servicesthat match their individual needs.
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Customer Retention and insight
Retention of online customers needs to be based
on developing customer insight by researchingtheir characteristics, behavior, what they value,
what keeps them loyal and then delivering
tailored, relevant web and e-mail communication,what catalogs they like, what mode of purchase
they chose, what payment mode they prefer etc.
Develops online business strategies for marketing
your business.
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Multi-Channel Marketing
Multi-Channel Marketing:-Customer communicationsand product distribution are supported by acombination of digital and traditional channels atdifferent points in the buying cycle.
Multi-channel marketing is offering customers morethan one way to buy something
For example: from a Web site as well as in retail stores.
For manufacturers, It also includes the use of partners,sometimes known as Channels, who market directly tothe customer as consultants, repackagers, or retailers.
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Customers
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At Very Close What is Multi-channel marketing?
Its the integration of multiple forms of communicationthrough different mediums.
Its a strategy to create synergy between all the ways yourCustomer interacts with you
Its weaving together digital and physical channels toengage Customers emotions
Its a technique that provides convenient and easy ways togive money to your nonprofit.
Its a effort to attract, retain, and re-capture people thatbelieve in you.
Its a way that marketers embrace to help, raise money,build relationships, and increase brand awareness for theirmission.
Its your nextto-doitem for 2009
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Internet marketing, alsoweb marketing, onlinemarketing, is the Marketingof products or services overthe Internet.
In a broader scope it coversdigital media such as theInternet, e-mail, and wirelessmedia, It also includes mgt
of digital customer, data andelectronic customerrelationship management(ECRM) systems.
Internet Marketing
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2 Aspects of Internet Marketing
1. Creative aspect: including design, development,
advertising, and sales. Internet marketing doesnot simply entail building or promoting a
website, nor does it mean only placing a Banner
advertisements on another website.2. Technical:Effective Internet marketing requires
a comprehensive strategy that synergizes a given
company's business model and sales goals with
its website function and appearance, focusing on
its target market through proper choice of
advertising type, media, and design.
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Interactivity and intelligence
Summary of communication models for: (a) traditional media,
(b) new media
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Individualisation
Summary of degree of individualisation for: (a) traditional media (samemessage), (b) new media (unique messages and more information exchange
between customers)
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Integration
Channel requiring integration as part of integrated e-marketing strategy
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Mixed-mode buying
The role of mixed-mode buying in Internet marketing
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