Session 7 E-marketing for Students

8/3/2019 Session 7 E-marketing for Students

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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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Session 7 E-marketing for Students

Documents

Transcript of Session 7 E-marketing for Students