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Introduction to internet marketing

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  • 1. A S U N G S H I M R A Y D E P A R T M E N T O F M A N A G E M E N T S T U D I E S P O N D I C H E R R Y U N I V E R S I T Y Introduction to Internet Marketing
  • 2. Introduction to Internet Marketing  The Scope and Impact of Internet Marketing  The Seven-Stage Cycle of Internet Marketing  The Four Key Relationship Stages  Guidelines for Internet Marketing Success
  • 3. Introduction to Internet Marketing  The Scope and Impact of Internet Marketing  The Seven-Stage Cycle of Internet Marketing  The Four Key Relationship Stages  Guidelines for Internet Marketing Success
  • 4. Assessing the Impact of Internet Marketing The Broadened Scope of Internet Marketing Cell 4 Cell 2 Cell 3 Cell 1 Location of Revenue Stream Bricks and Mortar Online Marketing Resource Allocation Offline Online
  • 5. New Rules or Old Rules of Marketing New Rules Old Rules Several basic conceptual and process changes occur in online marketing One such change is the increased ability to deliver on the promise of one-to-one marketing There is also a fundamental shift to a more consumer-driven and controlled world — for example, a shift towards pull-marketing and the use of more “pull” levers, such as online community Differences in the online marketing world are overstated Segmentation is still at the core of marketing — “clusters” of consumers will emerge that share behavior From the supply side, it is most efficient to aggregate these consumers to reduce costs Successful marketing programs include mixing different marketing levers, both new and old: the “master-mixer” concept still remains Point-Counterpoint
  • 6. Introduction to Internet Marketing  The Scope and Impact of Internet Marketing  The Seven-Stage Cycle of Internet Marketing  The Four Key Relationship Stages  Guidelines for Internet Marketing Success
  • 7. The Seven-Stage Cycle of Internet Marketing Step 2 Analyze the Market Opportunity Step 3 Marketing Strategy Step 4 Design the Customer Experience Step 5 Design the Marketing Program Step 6 Design the Customer Interface Step 7 Evaluate the Marketing Program Step 1 Corporate and Business- Unit Strategy
  • 8. Framework for Market Opportunity Seed Opportunity in Existing or New Value System Identify Unmet and Underserved Need(s) Identify Target Segment(s) Declare Company’s Resource-Based Opportunity for Advantage Assess Competitive, Technological and Financial Opportunity Attractiveness Make “Go / No-Go” Assessment
  • 9. Corporate, Business-Unit and Marketing Strategy Corporate Business Unit Amazon Tools and Hardware Integrated Marketing Strategy for Tools and Hardware Unit Linkages Example Integrated Marketing Strategy for Unit Internet Marketing Traditional Marketing Online Marketing Mix Offline Marketing Mix
  • 10. Introduction to Internet Marketing  The Scope and Impact of Internet Marketing  The Seven-Stage Cycle of Internet Marketing  The Four Key Relationship Stages  Guidelines for Internet Marketing Success
  • 11. The Four Key Stages of Customer Relationship Awareness Exploration / Expansion Commitment Dissolution Four Key Stages of Customer Relationship
  • 12. The Four Key Stages of Customer Relationship by Level of Intensity Level of Intensity Stages of Customer Relationships Awareness Exploration Commitment Dissolution Intensity
  • 13. Internet Marketing Mix Branding Product Pricing Communicatio n Community Distribution
  • 14. Impact of the 2is on the Internet Marketing Mix Branding Product Pricing Individual Communication DistributionCommunity Interactivity
  • 15. Introduction to Internet Marketing  The Scope and Impact of Internet Marketing  The Seven-Stage Cycle of Internet Marketing  The Four Key Relationship Stages  Guidelines for Internet Marketing Success
  • 16. Marketing for the Global Digital World  The New Rules 1. Target segments of one and create virtual communities 2. Design for customer-led positioning 3. Expand the role of branding in the global portfolio 4. Leverage consumers as co-producers through customization 5. Use creative pricing in the Priceline.com world 6. Create anytime-anyplace distribution and integrated supply chains 7. Redesign advertising as interactive and integrated marketing, communication, education and entertainment 8. Reinvent marketing research and modeling as knowledge creation and dissemination 9. Use adaptive experimentation 10. Redesign the strategy process and supporting organizational architecture
  • 17. Critical Success Factors for Internet Marketing Executives Customer Advocacy and Insight Integration Balanced Thinking Passion and Entrepreneurial Spirit Willingness to Accept Risk and Ambiguity  The willingness to understand customer needs and provide added value to each customer interaction  The ability to manage marketing campaigns in a more uncertain, dynamic environment, with a new set of tools that often have few records of successes, failures or best-practices  The ability to have a holistic view of the customer and the enterprise in order to create a uniquely advantaged strategic plan  Being able to understand the dynamic tension between one-to-one marketing and mass marketing and being able to strike a strategic balance between them  The willingness to change the status quo, take chances and use “bleeding edge” tools to lead teams to success