Loading…

Flash Player 9 (or above) is needed to view presentations.
We have detected that you do not have it on your computer. To install it, go here.

Like this presentation? Why not share!

Like this? Share it with your network

Share

Introduction to internet marketing

on

  • 2,150 views

 

Statistics

Views

Total Views
2,150
Views on SlideShare
2,150
Embed Views
0

Actions

Likes
1
Downloads
53
Comments
0

0 Embeds 0

No embeds

Accessibility

Categories

Upload Details

Uploaded via as Microsoft PowerPoint

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment

Introduction to internet marketing Presentation Transcript

  • 1. AsungShimray
    Department of management studies
    Pondicherry university
    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 MarketingThe Broadened Scope of Internet Marketing
    Marketing Resource Allocation
    Offline
    Online
    Cell 4
    Cell 2
    Bricks and Mortar
    Location of Revenue Stream
    Cell 3
    Cell 1
    Internet Marketing Impact
    Online
  • 5. New Rules or Old Rules of Marketing
    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 1
    CorporateandBusiness-UnitStrategy
    Step 4
    Design the Customer Experience
    Step 7
    Evaluate the Marketing Program
    Step 6
    Design the Customer Interface
    Step 5
    Design the Marketing Program
  • 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
    Linkages
    Example
    Corporate
    Amazon
    Business Unit
    Tools and Hardware
    Integrated Marketing Strategy for Tools and Hardware Unit
    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
    Four Key Stages of Customer Relationship
    Awareness
    Exploration /
    Expansion
    Commitment
    Dissolution
  • 12. The Four Key Stages of Customer Relationship by Level of Intensity
    Level of Intensity
    Intensity
    Awareness
    Exploration
    Commitment
    Dissolution
    Stages of Customer Relationships
  • 13. Internet Marketing Mix
    Communication
    Pricing
    Product
    Community
    Distribution
    Branding
  • 14. Impact of the 2is on the Internet Marketing Mix
    Communication
    Community
    Pricing
    Product
    Distribution
    Interactivity
    Branding
    Individual
  • 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
    • The willingness to understand customer needs and provide added value to each customer interaction
    Integration
    • The ability to have a holistic view of the customer and the enterprise in order to create a uniquely advantaged strategic plan
    Balanced Thinking
    • 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
    Passion and Entrepreneurial Spirit
    • The willingness to change the status quo, take chances and use “bleeding edge” tools to lead teams to success
    • 18. 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
    Willingness to Accept Risk and Ambiguity