ELECTRONIC MARKETING Pavel Kotyza, BA_EM Oct. 1, 2013.
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Transcript of ELECTRONIC MARKETING Pavel Kotyza, BA_EM Oct. 1, 2013.
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ELECTRONIC MARKETINGPavel Kotyza, BA_EM
Oct. 1, 2013
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Before we start – Warm-up
https://docs.google.com/forms/d/1Vtk7o6uS8geXrj6tZNZRkjOnCqPkDhMhQdOVldnJssk/viewform
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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)
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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
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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
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Question 1
When did you connect to the internet?
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Question 2
What was the first thing you purchased from the net?
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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.
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What is electronic marketing?
Internet
TechnologyEconomics
The web is fundamentally about individuals using networks to access digital products
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Benefits of electronic marketing?• Low costs in distribution of information• Acts as vibrant media to globl audience• Most flexible way of doing business
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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”
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Methods of E-Marketing• Search Engine Marketing (SEM)• Display Advertising• E-Mail Marketing• Affiliate Marketing• Interactive advertising• Viral Marketing
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Types of E-Marketing• Internet Marketing• Interactive Marketing• Mobile Marketing
“Blogs are good for business” – Bill Gates
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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.
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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
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Internet in E-Marketing• Used for
• Distribution• Customer Relationship• Money Collection• Lead Generation• Advertisement• Feed Back Tool
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4P in E-Marketing
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Product in E-Marketing
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Place in E-Marketing
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Price in E-Marketing• Premium Pricing• Penetration Pricing• Economy Pricing• Price Skimming
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Promotion in E-Marketing• Search Marketing• Pay-per-Click Advertising• Affiliate Marketing• Offline promotion Strategies
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5S in E-Marketing
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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
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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
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How other define Digital Marketing
http://www.youtube.com/watch?v=oH87MtZuBcY