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  • 1. The Power of e Marketing
  • 2.
    • President and CEO
    • eMarketing Association
    Robert Fleming
  • 3. The Internet is Different
    • A rare example of a modern functional anarchy
    • No official censors, no bosses, no board of directors, no stockholders
    • No one “owns” the Internet, there is no “Internet, Incorporated”
    • The “Internet” itself, doesn’t even officially exist as an entity
    • The “Internet” never charges for anything. Each group accessing the internet is responsible for their own machine and access
  • 4. Evolution Of The Internet Phase One: Portals Everywhere Phase Two: Simple Transactions Phase Three: The Digital Decade
  • 5. The Internet Grows
    • 600 million people access the internet worldwide (2002 est.)
    • 2002 e-commerce 1 trillion dollars (est.)
    • 68% increase in e-commerce 2000 vs. 2001
    • Over 1 billion web pages, 40 million sites
  • 6. Rapid Increase in Internet Use in the United States Across States –Over half the population Source: NTIA and ESA, U.S. Department of Commerce, using U.S. Census Bureau Current Population Survey Supplements August 2000 September 2001
  • 7. Internet Use at Any Location, 1998 and 2001 As a Percent of U.S. Population Source: NTIA and ESA, U.S. Department of Commerce, using U.S. Census Bureau Current Population Survey Supplements
  • 8. What are they doing online?
    • More time
    • More money
    • More services
    • Fewer sites
  • 9. Online Activities 2001 – Internet users Age 3+
  • 10. Time spent online Source: Jupiter Oct 1999 4.3 9 6 3 0 Oct 2001 8.2
  • 11.
    • 75% of online customers say the Net makes their lives better
    • 79% of Net users utilise it for information for offline purchases
    • AOL online average minutes per day:
    1999 2001 47 63
  • 12. Impact of Internet on media consumption Source: (USA) Scarborough National Internet Study
    • 23% Watch TV less often
    • 9% Listen to radio less often
    • 15% Read newspaper less often
    • 20% Read magazines less often
  • 13. 7.00am 9.00am 11.00am 1.00pm 3.00pm 5.00pm 7.00pm 9.00pm 11.00pm Reaching consumers throughout their media day TV Breakfast News News, Ent, Sport Print Morning Paper Paper/Mags Leisure Mags Outdoor Journey To Work Out for Lunch Journey Home Radio Breakfast Show Drive Time Drive Time Online Check News/ Mail Messenger News, Sport, Finance Messenger Web Cast
  • 14. e-commerce only represents a minor fraction of total GDP... e-commerce (3%) 2002 US GDP Projection Traditional retail (97%)
  • 15. The Internet has to support Brick & Mortar Internet Contribution to Bricks and Mortar Initiate Relationship in Information Stage Increase Product Selection Develop Aftermarket Contact Develop Customer Knowledge Reduce Inventory Needs Reach New Customer Sets
  • 16. … and Bricks & Mortar must support the Internet Bricks & Mortar Contribution to Internet Brand Reinforcement and Trust Capture urgent and impulse buys Facilitate Delivery Capture Aftermarket Profits Reach a larger customer base Place to touch and test-drive product
  • 17. Customers must be able to move back and forth seamlessly ... Shop Research Buy Own Dispose/ Repurchase Awareness Internet Bricks and Mortar Shared Customer Info Role of Bricks and Mortar Transform Bricks and Mortar Integrated Systems
  • 18. Marketing Employment Is Growing “ Employment of advertising, marketing, promotions, public relations, and sales managers is expected to increase faster than the average for all occupations through 2010 ” Source: United States Department of Labor
  • 19. eMA Employment Survey
    • 70% of all management level marketing positions require Internet abilities and/or experience.
  • 20. Internet Related Jobs Are NOT Just in I T Source: Center for Research in eCommerce, graduate School of Business, University of Texas at Austin  
  • 21. The Change in Corporate Culture
    • 1996 – most web sites are managed by IT /MIS
    • 2001 – marketing and IT/MIS manage web sites jointly (in some cases)
    • Marketing needs to “own” web site
    • IT/MIS are the mechanics – marketing the pilot
    • Marketing becomes more collaborative and less autonomous
  • 22. Are the Following IT or Marcom Functions?
    • Corporate communications
    • Advertising
    • Corporate identity
    • Product positioning
    • Market Research
  • 23. IT/MIS Continues to Dominate Web Management
    • Lack of technical understanding by marketers
    • Fast changing technology can create confusion
    • Corporate politics plays a role
  • 24. Efficient Organization
  • 25. Effective Organization
  • 26. Outlook
    • Increasing shift of web site responsibility from MIS to marketing
    • Increased technical knowledge required from marketers
    • Internet marketing accounts for 15% of all advertising impressions and only 5% of marketing budgets
    • The gap will close between impressions and budget
    • Marketer must understand new tools
  • 27. No Other Media Has All of the Advantages of eMarketing. Period.
    • Cost effectiveness
    • Global reach
    • Interactive response
    • Measurability
    • Personalization
    • Real-time feedback
  • 28. But 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
  • 29. Online Marketing Tools Are Less Than 6 Years Old (That’s First Grade)
    • E-mail marketing
    • Site design for e-commerce
    • Viral marketing
    • Affiliate marketing
    • Banner advertising
    • Search engines
    • Online publicity
    • Research
    • CRM
  • 30. Site Design for E-marketing
    • Merchant account checkout
    • Visitor expectations
    • Surveys
    • Content
    • Technical considerations
    • Color
    • Plug ins
    • Product descriptions
    • Company information
  • 31. What Works on a Site ? Common Influences on Online Purchase Shipping fees 92% Prices 92% Product availability 86% Special promotions or incentives 76% Selection 69% Order tracking 66% Clearly identified delivery time 65% Return policy 63% Ease of use 62% Site performance/speed 51% Source: Vividence
  • 32. Search Engines
    • Pay for position taking a strong lead
    • Search engine optimization (SEO) critical
    • Majority of users rely on search engines for navigation
    • Targeted audience
    • Accounts for over 70% of new site visitors
    • Turbulent arena
  • 33. E-mail Marketing
    • E-mail is the number one app with over 90% of internet users
    • Issues such as browser differences, targeting, and privacy are critical
    • Spam, creates a major negative for e-mail marketing, laws passed in 19 states
    • Only 3 years of significant use
  • 34. Viral Marketing
    • Hot Mail was one of the first examples of viral marketing
    • Another “e” term for “word-of-mouth” advertising
    • Bulletin boards, e-mail, chat rooms are the major conduits for viral campaigns
    • What is “buzz”
  • 35. Affiliate Marketing
    • Partnership and affiliate programs are booming
    • Cooperation between online companies
    • Commission programs and banner exchange programs lead this channel
  • 36. 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
  • 37. Research
    • Log files
    • ASP log conversion
    • Metrics for e-marketing analysis
    • Surveys
  • 38. Challenges
    • Integration of e-marketing and conventional marketing creates a “blurred channel”
    • Hybrid advertising
    • Marketing mix
    • Consumer expectations
    • Technological limitations
    • New innovations
    • Legal issues
  • 39. Conventional Media
    • Addition of web address creates hybrid advertising
    • Web site can degrade or enhance conventional efforts
    • Visitor experience becomes critical
    • Diffused metrics
  • 40. Technological Limitations
    • Different browsers
    • Online software (plug ins java –flash etc.)
    • Screen resolutions
    • Bandwidth speed
    • Operating systems
    • Server technology
  • 41. Legal Issues
    • Privacy policies
    • Spam
    • International commerce
    • COPPA
    • 19 states have anti Spam laws
    • Dozens pending in congress
    • Online disclosure
  • 42. Emerging Technologies.
    • Wireless poised to triple over the next few years
    • Smart chips could track BM purchases
    • Higher bandwidth could allow for increased streaming media on sites
    • MPEG4 – good enough for video?
    • ???
  • 43. 80% Still Dial-up Source: NTIA and ESA, U.S. Department of Commerce, using U.S. Census Bureau Current Population Survey Supplements
  • 44. One Example
  • 45. One More
  • 46. CRM
  • 47.
    • Digital innovations become an integral part of life
    • Breaks down logistical barriers
    • Offers greater flexibility and power
    • Shrinks time and business
    • Simplifies complex business processes
    • Enables effective communication and collaboration
    • Opens up new markets
  • 48. The 21 st Century
    • Explosive increase in innovation
    • Extraordinary dynamism of technology
    • Exceptional increases in productivity
    • Myriad new forms of business activity
    • Expanding opportunities
    • Level playing field
  • 49. The eMarketing Association
    • Accreditation body for CeMA and CeM Certifications
    • Certifications now offered in over 250 schools
    • Largest association representing e-marketing exclusively
    • Recognized globally
    • Extensive e-marketing resources
  • 50. CeMA Certification Certification—a sign of competence and achievement in this field—is particularly important in a competitive job market. While relatively few advertising, marketing, and public relations managers currently are certified, the number of managers who seek certification is expected to grow. Source: United States Department of Labor
  • 51. For a Copy of This Presentation Go To: Http://www.eMarketingAssociation.Com/ppt.htm
  • 52. Questions