Session 4 E-Marketing - 23 Aug 10

E-MarketingElective

Fall 2010

Muhammad Talha Salam, Asst. [email protected]

Access it online: www.slideshare.net/talhasalam

Evolution of Internet for Marketing

> Evolution of internet marketing> Chapter 1 (Dave Chaffey & PR Smith,

3/e)

Class Presentation | Session 4 | 24 Aug 2010

E-Marketing 2Access it online: www.slideshare.net/talhasalam

Marketing Mix – the 4Ps

How internet relates to marketing and its Ps•Product

– Either its an internet product– OR product is on internet (most cases)




– Its an internet product• In this case, internet is the best medium to give information• Internet shall be the key element

• Example: Yahoo! FinanceWhat are they selling?USERS: Usability of their portalMore and more “views”BUSINESSES: Advertising

USERS

BUSINEESSES




– Product is on internet• Internet is one of the mediums to communicate• Interactive marketing options available

• Example: MaggiConsumer brandInternet used extensively to “interact”with customers

INTERNET FOR INTERACTING



How internet relates to marketing and its Ps•Price

– Use internet to determine pricing strategy (research)AND/OR– Use special pricing for internet

• Example: AirbluePioneers in e-ticketing in PakistanWorld’s (only?) paperless airline

Get up to an additional 7% off when you buy your tickets online. Every ticket, every time. There's never been a better reason to book your next trip on web!



How internet relates to marketing and its Ps•Promotion

– Biggest use of internet for marketing– Different forms and options

• Online Advertising• Email marketing• Search Engine Marketing• Social Media Marketing



How internet relates to marketing and its Ps•Place

– Use internet as a POS (Point of Sales) i.e. a channel of selling

• Example: Symbios.pkSelling for othersSelling for selfA complete channel


SOSTAC® model


Situation• The wired up world

Extensive use of internetincreasing all the time

• B2B, B2C , C2C, C2B

SOSTAC® model


Situation• Different options for online presence

1. Transactional e-commerce siteamazon.com | ebay.com

2. Service-oriented relationship building siteforrester.com | accenture.com

3. Brand-building siteunilever.com.pk |

4. Portal or Media sitetime.com | cnn.com

5. Social networking or community sitefacebook.com | linkedin.com

SOSTAC® model


Situation• E-definitions

• Alternative relations

SOSTAC® model


Situation• Sloppy e-marketing

• Some DOs:To lose customers!

SOSTAC® model


Objectives• The 5S

1. SellUse internet as a sales channel

2. ServeUse internet as a customer service channel

3. SpeakUse internet to interact with customers

4. SaveTake advantage of technology and save on operational costs

5. SizzleCreate an “online” presence OR even an “online” brand

SOSTAC® model


Strategy• A comprehensive e-strategy

Tactics• Tools for accomplishing different tasks

Action• Implementing

Control• Monitoring & corrective action

SOSTAC® model

E-MarketingElective

Fall 2010

Muhammad Talha Salam, Asst. [email protected]

Access it online: www.slideshare.net/talhasalam

Key concepts used in E-marketing

> Terms, Definitions and Concepts related to internet

> Important terms & definitions for e-marketing

Class Presentation | Session 5 | 27 Aug 2010

Session 4 E-Marketing - 23 Aug 10

Business

Transcript of Session 4 E-Marketing - 23 Aug 10