E-MARKETING BASICS

Presented by: Madina Domun (MBA – University of Mauritius)

Contents

Introduction to eMarketing1

Connected marketing process2

Web 2.03

Customer Interface Design4

Online Community5

Social Media6

SEM, SEO, PPC7

Conclusion8

Introduction to eMarketing

Marketing is the adaptive process by which firms collaborate with customers and partners to jointly create, deliver, and sustain value for all stakeholders

(Ref: Prof. Victor)

And e-Marketing is simply marketing done via the internet

e-Marketing allows:

1. Value co-creation with customers2. Global reach: New markets and global

competition3. Traceable and measurable results4. One-to-one marketing5. Better conversion rate6. More interesting campaigns7. Personalization8. 24h marketing at lower cost

Connected Marketing Process

Customer RelationshipRepository

7

Sense value

1

2

6

5

4

3

8

Define value

Realize value

Deliver value

Capture value

Communicate value

Augment value

Sustain value

Web 2.0

RIA (Rich Internet Application)

How do we bring the experiencefrom desktop to browserwhether it is from a graphicalpoint of view or a usabilitypoint of view

Examples: AJAX and Flash

SOA (Service-oriented Architecture)

How Web 2.0 applicationsexpose the functionalityso as other applicationscan leverage andintegrate thefunctionality providing aset of much richerapplications

Social Web

More interactionwith end-userwhereby the end-useris not only a user ofthe application butalso a participant.Examples:Tagging contents, blogging, podcasting, contributing to wiki

Examples: Mash-ups, webservices, RSS, Feeds

Web 2.0 (cont’d)

Web 1.0 v/s Web 2.0

Web 1.0 Web 2.0

Hierarchical informationstructure

User centric

Static web pages Social

One way communicationTwo-way communication:Discussion

Risk averse Publish now

Reactive Proactive

Approval chains Collaborative

Customer Interface Design – 7 C’s

Careful attention should be paid while designing the interface of the website and it should meet the requirements of the 7 c’s in order to deliver value to end-users in terms of interactivity and individuality.

Context: Site’s layout and design

Content: Texts, pictures, sound, videos

Community: user to user interaction

Customization: Ability to self tailor

Connection: Links to other sites

Communication: site-to-user & vice versa

Commerce: Commercial transactions

Online Community

Shared interest

in activity

Shared interest

arising out of

commonality

Shared interest

in information

Online community – A set of interwoven relationships build upon shared interest that satisfy individual needs that would otherwise be unattainable (Ref: Dr Victor)

Online Community (cont’d)

Opened v/s Closed communities

Opened communities Closed communities

Membership policy: Opened to all regardless of individual profile

Membership policy: Members must fit a specific criteria / qualification, outsiders are not allowed

Communities are basically built based on a more general and highly accessible shared interest in some activity, information or same commonality

Example: MSN

Communities are basically extranets or intranets between well known parties and sources

Example: Corporate intranets Transfer of value in a community can be:

user to administrator – subscription fees, …

user to user – relationships , conversations, …

administrator to user – reward points, supervised chats, …

Social media

NetworkAnyone can

connect witheveryone fromanywhere

Example:Facebook

Publish

Everyone canpublish anythingfor everyone

Example: Twitter

Share

Anyone canpromoteanything toeveryone

Example: DIGG

Social media (cont’d)

Traditional media v/s social media

Traditional media Social media

Brand is in control Audience is in control

One way / delivering message Two –way / being part of conversation

Repeating the message Adapting the message

Focused on brand Focused on audience

Educating Influencing and involving

Organization creates content User co-creates content

SEM – Search Engine Marketing

Search Engine Marketing – Improving the position of a website on a particular search engine

Imagine that there are 40 millions websites on the Internet, how would you get visitors to your website, how would you drive traffic to your website?

Search engines are therefore used to find a particular website.

With SEM, your website can be made visible and direct well targeted traffic to your website at a low cost.

SEM – Search Engine Marketing

(cont’d)

SEO – Search Engine Optimization

It defines the fundamental presence your website has on search engines

SEO is all about delivering free traffic to your website

SEO entails revamping your website:

Technical architecture: how well structured your website is for web spiders

Content: How well the contents of your website reflects what the users are searching for

Offsite factors like linking: Directly affects your website position in its community and heavily influences Google ranking

SEO – Search Engine Optimization

(cont’d)

SEO = Improving your profile in the natural listings of a search engine

Eye tracking studies have proven that there is a vast majority concentration on the left hand side (natural listings) of Google search engine.

Over the long term, SEO will deliver bulk traffic to your website on a low cost and low risk basis.

SEO works well with Pay per click

PPC – Pay per click

Pay per click tends to be more tactical as compared to SEO which is rather strategic .

PPC – Completely performance based, that is focus is on what is good about your campaign and identify weaknesses.

For every user click, you pays. With PPC, you see results in days.

Well managed PPC = Reduced cost per acquisition and increased ROI

Conclusion

Internet Marketing = no geographical boundaries + business visibility increases

Internet Marketing = create customer interaction and individuality -> leading to customer satisfaction + customer experience