2. What is E-Marketing?
Marketing:
– Use of 4 “P’s” to meet customer’s needs
E-Marketing:
– Use of technology to increase efficiency of
marketing
– Increases company profitability and adds
customer value
3. Ten Rules of E-Marketing
1. Power Shift from sellers
to buyers
1. Increasing Velocity
1. Death of Distance
1. Global reach
1. Time compression
6. Knowledge
management is key
6. Market deconstruction
6. Interoperability
6. Interdisciplinary focus
6. Intellectual capital rules
(Digital City)
6. Methods for online marketing:
E-mail marketing
Blogging
Pay per click marketing(ppc)
Social media marketing
Digital marketing
Viral marketing
7. E-mail marketing
Email marketing is promoting products through
the use of email
There are 2 main ingredients to an effective email
marketing campaign
They are to build a large list of people you can
email and to write great emails
The emails should be packed with free value and
they should move people to buy what you’re
trying to sell
8. Blogging
Yet another but important and crucial marketing
trend that has brought a huge aberration in our
society
Blogger was launched in 1999 by three friends.
Blogging as an ardent marketing tool has really
blossomed in the last some years
Businesses, companies and even superstar now
use blogging system for huge promotion
9. Pay per click marketing
You have to pay for PPC ads.
You target certain words and then when
those words are searched for on a search
engine such as Google your ad will appear.
But you do have to pay every time your ad is
clicked on.
You need to make sure you do your homework and
find out how to effectively use PPC.
Otherwise you can easily lose a lot of money in a
short amount of time.
But if you do learn how to use PPC effectively then
10. Social media marketing
Social media is very popular right now and
it’s only getting more popular
You can tap into that popularity by using
social media to sell your products
Just make sure you don’t SPAM people. In
fact, you shouldn’t use any social media to
directly sell anything
Just use social media to direct people to
other sites where you can then hit them with
a sales pitch
11. Digital marketing
With regards to the Internet, this is the promoting of
brands using all forms of online digital advertising
channels to reach consumers
This includes video channels, Internet Radio, mobile
phones, display or banner ads, digital outdoors, and any
other form of digital media.
12. Viral marketing
Marketing techniques that use social networks to
produce an increase in brand awareness or
achieve other marketing objectives (such as
product sales) through self-replicating viral
processes.
It can be word-of-mouth delivered or enhanced
by the network effects of the Internet.
Viral promotions may take the form of video
clips, interactive Flash games, ebooks, images, or
even text messages.
13. Revenge of the Consumer
1930s:
– Caveat emptor (“let the buyer beware”)
2000s:
– Consumers have control
What consumers want:
– Privacy
– To safeguard their children
– Permission before being sent commercial email
14. Businesses
Challenges:
– Quality customer service
– Information overload
Opportunities:
– Ways of generating revenue
– Greater interdependence in their value chain
16. Technology
Can lower costs on staff and paperwork
Can be a costly investment
Security issues
New payment instruments
Low bandwidth
17. E-Marketing Delivers
Value = Benefits – Costs
Value - customer perceptions of the product’s
benefits
Benefits - attributes, brand name, etc…
– Add benefits through mass customization and
personalization
Costs - time, money, energy, and psychic
– Lower costs through 24/7 convenience and one-stop
shopping
18. Marketing Mix Components
Product
Price
Distribution
Marketing Communication
Relationship Marketing
19. Product
Through E-Marketing numerous new
products emerged
Breakthrough software, hardware, and
services that created digital value
20. Price
Efficiencies have been manifested through
E-Marketing
No need for a sales force with all order
processing, billing and payments are
transacted between customer and Website
– Cost savings return a larger profit margin and
lower prices
21. Distribution
A primary E-Marketing application that creates
customer value
New ways for selling and distributing products
Affects all manufacturers, service providers and
intermediaries
Models:
– Content Sponsorship Model
– Direct Selling Model
– Infomediary Model
– Intermediaries Model
22. Content Sponsorship Model
Companies create valuable content or
services on their Websites
Self-advertising
– Examples:
• Yahoo!
• gURL.com
23. Direct-Selling Model
Manufacturers eliminating channel
intermediaries and sell directly to
consumers
Known as “Disintermediation”
Dell Computers
24. Infomediary Model
An organization that collects and sells
information about consumers or businesses
Similar to a Market Research firm
Hoover’s
25. Intermediary Model
Brokers and agents bring buyers and sellers
together but neither purchase nor take possession
of the actual products
– Brokerage firms
• E-Trade, E-Bay, Metalsite
– Agent firms
• Travelocity
E-tailers are firms that buy products and resell
them online
– “Click and mortar” stores
– Example: E-Toys
26. E-Marketing Communication
Accomplished through promotion mix elements:
– Advertising
– Sales Promotion
– Direct Marketing
– Public Relations
Models:
– Online Advertising Model
– Online Sales Promotion Model
– Content Publishing Model
– Email Model
27. Online Advertising Model
Firms purchase advertising space on
Websites owned by other firms
Does not include a firm’s own Website
Dogpile
28. Online Sales and
Promotion Model
Sampling digital products
Allows consumer to view products before
purchasing
E-Music
29. Content Publishing Model
A company’s Website
The displaying of a firm’s information about their
product offerings on the Website to Internet users
Brochureware
Does not involve transactions
Directed towards stakeholders
Pure Fishing
30. E-Mail Model
Three types:
– Target Promotions
• Companies target users through research and data mining to
send e-mail
• Bulk Email Software Marketing
– Reverse Channel
• User to firm
• Customer service
• Bass Pro Shops
– Consumer-to-Consumer
• Word of mouth
31. Relationship Marketing
Customer Relationship Marketing (CRM)
E-Marketing is able to build long-term
relationships due to:
– Online FAQs
– Automatic e-mail responders
– Customized Websites
– Fax-on-demand
– Supply chains integrated with the firm’s functions
Model:
– Community Building Model
32. Community Building Model
Website developed to create a special interest
community
Users may provide information for products or
services
Bring consumer to concise location, making them
more available for communication by a firm
Creates social bonds and enhances customer
relationships
Ivillage
33. Marketing Plan Tasks
Situation Analysis
– Environmental Factors – Marketers collect and
analyze external elements that include economic
analysis, social and demographic trends, and more
– Market opportunity analysis – This entails a supply
and demand analysis along with a SWOT analysis.
The SWOT analysis determines the strengths,
weaknesses, opportunities, and threats.
Selecting Target Market – marketers select the
type of customer they are looking to attract.
34. Marketing Plan Tasks continued
Setting objectives – marketers set the objectives
according to the firm’s mission and resources.
Designing marketing mix strategies – Develop
product, pricing, distribution, and promotion
strategies
Action Plan – Plan the actual marketing plan
implementation
Budget – Set a budget for the marketing plan
Evaluation Plan – Continuously evaluate the plan to
make sure objectives are met.
