e-Marketing strategy

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e-Marketing strategy, term paper exam 2009. Media & Communication Bachelor study at Oslo University College.

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e-Marketing strategy

  1. 1. Candidate: 142. MOK. Exam - Information & Communication theory. Title: e-marketing strategy Term paper Exam – Spring 2009: Information & Communication theory Subject code: JBMKINFO Rune Haugestad + 47 94 88 29 01 rune_haugestad@yahoo.no My digital CV and recommendations: http://no.linkedin.com/in/runehaugestad Media & Communication Bachelor – 4th term. Oslo University College My empirical qualitative survey: Appendix A: E-mail survey request Appendix B: Original answers to the survey1|Page
  2. 2. Candidate: 142. MOK. Exam - Information & Communication theory.Table of Contents1. Introduction .................................................................................................................................................... 32. Theory and methodology................................................................................................................................ 3 What is strategy? ............................................................................................................................................ 4 What is e-marketing? ..................................................................................................................................... 5 What is e-marketing strategy? ........................................................................................................................ 53. Discussion ...................................................................................................................................................... 6Why e-marketing? ................................................................................................................................................... 64. E-marketing tools and services ....................................................................................................................... 7Google Trends ......................................................................................................................................................... 9Google Analytics..................................................................................................................................................... 9Market monitoring & media surveillance ............................................................................................................. 115. E-marketing and ethics...................................................................................................................................... 11 Customer Relationship Management ........................................................................................................... 13 Enterprises way of improving their e-marketing .......................................................................................... 136. Analyzing my survey ................................................................................................................................... 15 Selection of participants ............................................................................................................................... 15 Participants and interpretation ...................................................................................................................... 15 Research objectives and purposes ................................................................................................................ 15 Questions and answers ................................................................................................................................. 16 Patterns & themes......................................................................................................................................... 19 My interpretation .......................................................................................................................................... 207. Summary and conclusion ............................................................................................................................. 21 References .................................................................................................................................................... 22 Appendix A: E-mail request ......................................................................................................................... 23 Appendix B: Original answers to the survey (Verification) ......................................................................... 242|Page
  3. 3. Candidate: 142. MOK. Exam - Information & Communication theory. 1. IntroductionMy choice of theme “e-marketing strategy” is based on my interests in marketing, digitalcommunication and technology, in addition to a rapidly new developments in e-marketing.Through 11 years of experience from the IT branch, I have worked with project managementof ERP and CRM solutions, and consulting about strategic thinking within both business andIT strategy. I have no directly experience with e-marketing strategy, only indirectly. So thisterm paper was a nice opportunity to learn more about communication strategy, marketingand e-marketing strategy and tools. More specific, I wanted to look deeper into how e-marketing strategy and e-marketing tools are integrated and used in a few selected digitalenterprises. Because of this I decided on the following research question: How can amedium sized digital enterprise improve its e-marketing? 2. Theory and methodologyNorman Denzin and Yvonna Lincoln define qualitative methodology like this: “Qualitativeresearch is multimethod in its focus, involving an interpretive naturalistic approach to itssubject matter. This means that qualitative researches study things in their natural settings.Attempting to make sense of, or interpret, phenomena in terms of the meanings people bringto them” (Gall, Gall & Borg 2003 p. 24). I decided to use qualitative methodology to gathermy empirical data in this educational research because I wanted to look at marketingmanagers and marketing professionals individual meanings, knowledge, practice and attitudestowards e-marketing. In addition is my purpose to discover the link between e-marketingstrategy and implementation, and to discover e-marketing concepts and usage after data wasgathered. I wanted to do this because the important of connections of my discoveries to theoryand theses in our curriculum. In this paper the word enterprise is synonymous with “companyor firm”. The literature used in this term paper is based on Anderson (2008), Friedman (2006)and McQuail (2005). In addition I have used Peppers & Rogers Ph.D. (1999), ProfessorAdrian Sargeant and Professor Douglas C. West (2007), MsC/MBA Søren Hougaard andMsC/Ph.D. Mogens Bjerre (2002) to obtain more specific in depth knowledge about e-marketing which is a small part in our curriculum books. In the same matter I have usedCarter, Clegg & Kornberger (2008), Ph.D. Kjell A. Nordström (2002), and Ryan & Jones(2009) to obtain specific knowledge about defining strategy and e-marketing strategy. I haveused Ph.D. Edward De Bono (1999) as source to creative thinking. I have chosen to usequestionnaires and not interviews as method of collecting research data. The main reason for3|Page
  4. 4. Candidate: 142. MOK. Exam - Information & Communication theory.choosing questionnaires is because of the short timeline writing this term paper. It`s easier tosend the questionnaires by e-mail, and to be able to reach more people than to travel aroundand doing interviews. Then participants can answer the questions when they have time and intheir own speed, and choose the order of the questions (Gall, Gall & Borg 2003). I am awareof some negative effects of doing it, like; if the participant does not understand a question, Ican`t help them immediately. And after I have distributed the questionnaires I can`t changethe questions or re-phrase them. If I had more time, I would both use questionnaires andinterviews to have the ability to ask follow up and in depth questions or to redefine questionsif not understood. I have limited my research focus to not go in depth into economical issuesand objectives, and to not do any cross branch analyzes this time. I have conducted ten openresearch questions. I have tried to get the questions as easy to understand as possible to avoidparticipants doing their own interpretation (Gall, Gall & Borg 2003).What is strategy?Etymologically, the word “strategy” derives from Greek language. The word consists of twowords putted together; “Stratos” means army, and “agein” means; to lead (Carter, Clegg,Kornberger 2008 p. 8). If there was no competition for an enterprise there would be no needfor defining a strategy (ibid). If you ask different people with different background, educationand positions, you end up with a long list of different definitions. Today, strategy is very oftentechnology driven. Technology change and develop, business models, business strategy andmarketing strategy must change with all the new possibilities technology has brought us(Nordström 2002). I needed a definition of the word strategy relevant to e-marketing (which isbusiness and technology driven) strategy in this term paper. The definition I decided to use isquoted from Thompson and Strickland “ A company’s strategy consists of the competitivemoves and business approaches that managers employ to grow the business, stake out amarket position, attract and please customers, compete successfully, conduct operations, andachieve targeted objectives.” (Carter, Clegg, Kornberger 2008 p. 9). I choose to use thisdefinition because it covers both business and marketing approaches (including e-marketing/interactive marketing) in a broad way. A business strategy often includes a vision,mission, goals, objectives and maybe some important organizational ethics. Strategy acrossdifferent disciplines often shares the following four characteristics: 1: Strategy is about thefuture and goals. 2: Strategy is about how to score, what to do to achieve your goals. 3:4|Page
  5. 5. Candidate: 142. MOK. Exam - Information & Communication theory.Strategy is about growth in a competitive world. 4: Strategy is about leaders andmanagement’s responsibility (ibid).What is e-marketing?E-marketing or electronic marketing refers to marketing principles and techniques viaelectronic media (PC, software, databases, networks) and more specifically the Internet (Newmedia). You will find different synonyms out there, such as Internet marketing, onlinemarketing, WEB based marketing etc. These are often the same tools and services. In thesame way, you will find endless definitions of e-marketing. E-marketing is the process ofmarketing a brand, enterprise, product or service using the Internet. It includes both directresponse marketing, indirect and interactive marketing elements and uses a broad range oftechnologies to help connect businesses to their customers (Sargeant & West 2007). By such adefinition, e-marketing encompasses all the activities a business conducts via Internet with theaim of attracting new business, retaining current business and developing its brand identity.What is e-marketing strategy?E-marketing strategy should be a sub-set of marketing strategy (Sargeant & West 2007 p. 53).It is important as with any strategy to identify goals, and in addition; target groups, formulatemessage/story, identify parameter for measuring, choose media, tools and services.5|Page
  6. 6. Candidate: 142. MOK. Exam - Information & Communication theory.Some important question should be asked before writing down an enterprise e-marketingstrategy. It is important with strategic thinking: Why does my enterprise need an e-marketingstrategy? How do we know if e-marketing is right for our business? How does my enterpriseformulate an e-marketing strategy? Who in my organization is responsible for our e-marketing strategy? Who is responsible for choosing and deploying e-marketing tools andservices? How do we measure our efforts and how can we detect and analyze our Return OnInvestment (ROI)? (Jones & Ryan 2009 p. 18). Therefore will I look into the; “how”, “what”and “why” of e-marketing, outlining the benefits and pointing out how it differs fromtraditional marketing and communication methods and how knowledge about communicationand marketing theories, technology tools, innovation and creativity can help an enterprise toimprove its e-marketing. E-marketing strategy in this term paper means everything from theconceptualization of a comprehensive e-marketing strategy, through to the implementation ofthe various methods, tools and services needed to make that strategy a reality. A defined e-marketing strategy should explicitly identify the business goals which e-marketing effortssupport the enterprise to achieve (ibid). 3. DiscussionWhy e-marketing?One main reason for enterprises to use e-marketing is to increase the speed of marketing, andto create a loop of dialogue not monologue or mass “one to many” communication, to createinteraction and dialogue not only content, to create liking not only branding and to use newrepeating stories with storytelling (Peppers & Rogers 1997, Nordström 1999). Modernmarketing is about adding value for the customer and the enterprise. Today’s marketing isabout to communicate with what Chris Anderson calls “Generation Why” or what Friedmancall generation Z (Zippies) (Friedman 2006 p. 215). Today’s consumers are less loyal thanever, because they have more choices than ever (Nordström 1999). Today’s consumers askthemselves; what’s in it for me? So with an up to date e-strategy, enterprises should identifytheir objectives within how to be better to listen and increase learning of their customer’sbehaviors and demands. A way to do this is to start one to one (1:1) e-marketing approach,and to create ways of doing non-stop dialogue and learning (Peppers & Rogers 1997).Participation from both customers and the enterprise are essential in this process. One of themain goals is to create a win-win situation. Tools to win increased market shares are maybemost importantly use of personalization and individualization approaches. Another approach6|Page
  7. 7. Candidate: 142. MOK. Exam - Information & Communication theory.is to try to get closer to a monopolistic competition situation, stated by Porter (1980), which isone of the most influential voices in strategy (Carter, Clegg, Kornberger 2008 p. 5). This pointof view is supported by Kjell A. Nordström (1999) with his book Funky Business. He says itis not possible any longer to obtain and stay as a monopoly for long periods of time anymore.He suggests building temporary monopoles, and when competitors adapting their businessmodels or products, they change again and then build a new temporary monopoly situation.And then create a never ending line of temporary monopoles (ibid). How you do this is asuccess factor. Insight about this “How” subject is shared by Dov Seidman in his book; How.To quote Seidman;“To differentiate yourself from your competition, you can no longer relyon price and service, or even on best practices. Everyone will have those sooner or later, -everyone who stays in business. You will differentiate your company from the others by HOWyou do business” (Friedman 2006 p.468). How you do e-marketing is also significant todifferentiate. 4. E-marketing tools and servicesThis chapter is based on combined insights from Ryan & Jones (2009) and from e-marketingstrategies.net, and Googles information pages. The acronyms and buzz words arenever far away within e-marketing technology. Here is an overview over the most common e-marketing tools and services used today.Customer Relationship Management (CRM)CRM is both a software system for maintaining sales and marketing data. The purpose with aCRM solution is to empower and improve relationships with customers.Enterprise WebsitesA Website is perhaps the most important tool to share marketing visions and communicateand interact with customers.Search Engine Optimization (SEO)SEO is about optimizing websites to achieve high rankings on the Search Engines for certainselected key phrases. Sometimes called "organic" or "natural" optimization, SEO involves7|Page
  8. 8. Candidate: 142. MOK. Exam - Information & Communication theory.making changes to the HTML code, content and structure behind your website, making itmore accessible for Search Engines, and by extension, easier to find by users.SEO is an extremely cost effective way of generating new business to a web site. SEO is acontinuous process though; both to maintain rankings and improve rankings for other termsthat may bring in relevant traffic. PPC and SEO work synergistically to maximize SearchEngine traffic.Contextual advertisingAdvertising on a web site viewed by a user at that specific time.Conversion RateThis is a metric which measures success of an online ad, when compared to the click-throughrate. (i.e. conversion depends on the marketing objective; percentage of people converted intosubscribers, or buyers out of the total population exposed to a particular campaign.)Search Engine Marketing (SEM)Search Engine Marketing is divided into two categories: Paid Search and Organic Search.Talk about Paid Search and you’re talking Pay Per Click or PPC. Talk about Organic Searchand the focus is Search Engine Optimization or SEO. They’re similar enough to be classifiedtogether under SEM but they’re different enough to warrant separate explanations. SEM,8|Page
  9. 9. Candidate: 142. MOK. Exam - Information & Communication theory.niche and targeting marketing is also what Chris Anderson (2008) calls; The Long Tailmarketing.Pay-Per-Click (PPC) search advertisingYou Pay Per Click. You buy sponsored adverts on Search Engine Results Pages (SERPs). Thebeauty of the system is that you’re paying purely on a performance basis, that is, when the adis clicked on. A PPC campaign is a dynamic strategic process. It needs to be closelymonitored and managed to ensure maximum ROI. The more targeted your traffic, the greateryour conversion rates, and the better your ROI.Google AdWords shows ads matching search words in Google Search (Google).Google AdSense is content tailored Ads (Google).Google TrendsGoogle Trends analyzes a portion of Google web searches to compute how many searcheshave been done for the terms you enter, relative to the total number of searches done onGoogle over time. Hot Trends reflects what people are searching for on Google today(Google).Google AnalyticsIsolate and analyze subsets of Web traffic. Motion Charts add sophisticated multi-dimensionalanalysis to most Google Analytics reports. .Google Analytics track and compare all ads, emailnewsletters, affiliate campaigns, referrals, paid links, and keywords on Google and othersearch engines (Google).E-mail marketingThere are two main approaches to use e-mail; one-to-many and one-to-one.E-mail marketing is very powerful. It’s also extremely cost effective, highly targeted,customizable, measurable and best of all, takes advantage of the consumers most prolifictouch point with the Internet, their inbox.9|Page
  10. 10. Candidate: 142. MOK. Exam - Information & Communication theory.Web BrowsersI.e. Internet Explorer, Google Chrome, Mozilla Fire Fox and Opera. The latest Opera Webbrowser gives users more speed, easier, faster and customizable Web search.CookiesPackets of data created on the user’s hard disk in response to website instructionsAffiliate marketingAffiliate marketing uses affiliate partner websites to display your adverts, and pays them on aCost Per Acquisition (CPA) basis. Advertisers earn a commission on sales generated.So while you’re increasing your brand visibility, you are only paying for the results.Social networkingSocial networking is one of the newest marketing opportunities on Internet today. It can offerhighly targeted advertising to niche social groups on profile information the users volunteerthrough sites like Facebook, MySpace and other similar web sites.Viral marketingWord-of-mouth is probably the world’s oldest form of marketing. Viral marketing is word ofmouth in an electronic context. Viral marketing uses the connectedness of the Internet and thesocial networks characteristic of Internet communication to build brand awarenessexponentially. People pass on, gives their recommendations, and share things that providevalue. Anything that truly entertains, informs, shocks, amuses or intrigues the recipient islikely to be further distributed. Viral marketing is limited only by the creativity of the e-marketer. Measuring can be done with viral responses; the number of recipients, who receivedthe referral, opened it and clicked on a link.Online public relation (PR)Business has moved online and Public Relations (PR), that indispensable tool of brandawareness, has followed. Online PR allows PR to reach its fullest expression because thepotential for getting your brand “out there” is limitless.10 | P a g e
  11. 11. Candidate: 142. MOK. Exam - Information & Communication theory.Online Reputation Management (ORM)ORM means monitoring what’s being said about you on Internet. An enterprise reputation isout there on the web for all to see, and it can be difficult to delete or reverse. Existing andpotential consumers and customers care about that reputation. People are talking. Good thingsand bad things. By being aware of what’s being said about your enterprise on the Internet, youare able to react and put the necessary damage control strategy in place as soon as badpublicity pops up. To quote Friedman; “Because of Internet, your company’s reputation, willbe the sum total of all your conduct and interactions, which will now be so much moremeasurable by outsiders” (Friedman 2006 p. 469).Market monitoring & media surveillanceUsing WEB-agent technology from companies such as Norwegian CyberWatcher to monitoryour target marked and/or customers can be a useful tool to identify, target or analyze e-marketing efforts. CyberWatcher offer search engines for Business Information, creatingvalue and innovation by combining news updates with structured business information.Microsoft AdvertisingAdvertising within Microsoft services such as; MSN, Windows Live, Messenger and Hotmailand Spaces. In addition offers Facebook, in-game ads and the B2B website Office Online. 5. E-marketing and ethicsBusiness ethics in e-marketing reflects many of the general ethical concerns of marketing, i.e.children and direct marketing (Sargeant & West 2007 p.323-331). Modern e-marketingtechnology presents real challenges to ethics. Here are some different kinds of ethicalchallenges enterprises face when planning and implementing e-marketing and e-advertising:Identify and describe clearly the facts (who did what to whom, where, when and how). Definethe conflict or dilemma and the higher order values involved (values such as freedom,privacy). Identify the owners (players with an interest in the outcome). Identify the optionsone can reasonably take. Identify the potential consequences of your options (Ryan & Jones2009). E-marketing have global reach (across national boundaries and national marketinglaws) However, such general concerns must be considered by marketers with regard to11 | P a g e
  12. 12. Candidate: 142. MOK. Exam - Information & Communication theory.concrete priorities in the daily work of marketing and advertising in the digital environment.A minimum ethics is to follow the laws of the country where headquarter and WEB sitebelongs. Here are four more specific major ethical dimensions (ibid): 1. Information rights (individual rights to their own personal information and access to information about organisations) 2. Property rights (enforcement of traditional intellectual property rights) 3. Governance (should the internet and e-commerce be subject to public laws? What law- making bodies should have jurisdiction?) 4. Public safety and welfare (ensuring equitable access to the internet; pornography and gambling threats to safety and welfare )Privacy and Information RightsUnder what conditions should we intrude into others lives? Information plays an importantrole in the privacy concept. The web is ideal for invading personal privacy (unobtrusivesurveillance, market research) but there will be conflict as to how data is collected and used.The “right to be left alone”. Personally identifiable information has been defined by the USFederal Trade Commission as “any data that can be used to identify, locate, or contact anindividual” Cookies handle online information for shopping carts, recall stored salesinformation to remind of purchases previously made and suggest new products (ibid). Cookiescan collect email, full name, postal addresses, telephone numbers, computer’s geographiclocation and time logged online. Cookie packets can be combined with other digitalinformation, transferred between servers and sold to third parties.Ethics and technologyUnethical SEO is a technique where users optimize Meta Tags in their HTML code, withwords and phrases witch not necessary have anything with their business. If Google finds out,Google will delete them from their ranking systems. Here are some more examples (from e-marketingstrategies.net ) with technology which focus to prevent exploitation, aesthetics anddishonesty: “The CAN-SPAM Act of 2003 (Controlling the Assault of Non-SolicitedPornography and Marketing Act) is a federal law that establishes requirements for those whosend commercial email. It spells out penalties for spammers and companies whose products12 | P a g e
  13. 13. Candidate: 142. MOK. Exam - Information & Communication theory.are advertised in spam if they violate the law, and gives consumers the right to ask e-mailersto stop spamming them. Permission-based email isthe practice of only sending emailmessages to those recipients who have agreed (or asked) to receive them. A challenge-response system is a program that replies to an email message from an unknown sender bysubjecting the sender to a test designed to differentiate humans from automated senders, alsoknown as “bots”. The Email Sender & Provider Coalition (ESPC) was formed to fight spamwhile protecting the delivery of legitimate email. The ESPC members have recognized theneed for strong spam solutions that ensure the delivery of legitimate email and have been veryactive in the war against spam (e-marketingstrategies.net)”.Customer Relationship ManagementTo have a modern and integrated Enterprise Resource Planning (ERP) system is crucial to beable to deploy business strategy into the wheels of any business. An ERP solution (i.e.Axapta, Visma, Oracle Financials) includes software solutions for economic data, financialdata, accounting data, production data, logistic data and warehouse data. Some ERP solutionsinclude Customer Relationship Management (CRM) systems, other providers offer this as anoptional module, and other software providers are selling stand alone CRM solutions withintegration to existing ERP providers. CRM systems solutions are often a big part ofenterprises e-marketing tool also. CRM systems can store e-mails related to specificcustomers and partners, and can be a useful tool to plan, collect, and store and analyze dataretrieved from other systems and e-marketing campaign. CRM system often has tailoredstatistics modules for generating easy to understand data presentation for sales and marketingpeople and key economic statistics for financial management. Analytical CRM applicationsinclude: Sales analysis, customer profile analysis, campaign analysis, loyalty analysis,customer contact analysis and profitability analysis (Hougaard & Bjerre 2002 p.132).Themanagements need for real time data are essential, so many enterprises have businessintelligence (BI) solutions in addition to their ERP and CRM solutions. BI solutions have theability to extract and present data across all systems and databases in real time, giving themanagement minute to minute business status to take the optimal decisions. CRM is thecentral application to store all e-marketing campaigns data and statistics.Enterprises way of improving their e-marketingBusiness professor Oded Shenkar says; “You need an entirely new business model tocompete!” (Friedman 2006 p. 140). A lot of other business gurus are saying the same; when13 | P a g e
  14. 14. Candidate: 142. MOK. Exam - Information & Communication theory.all the technological tools are available to everyone, you have to compete with other skills inaddition; Such as knowledge, creativity and constant innovation (Friedman 2006 p. 140, &Nordström 2002). An important tool to achieve innovation is to collaborate with othercompanies (Friedman 2006 p. 204). Justin Lu and his company Protime Consulting helpscustomer such as Sony, Hyatt and Estèe Lauder with their e-marketing. He says “I can runvirtually my entire business on the Web using Salesforce.com. We’ve been able to grow veryquickly by focusing on what’s important to generate more revenue and keeping our systemscost low with Web-delivered services” (Friedman 2006 p. 89) Lu uses Salesforce.com as hise-mail marketing system to send out mass e-mails. Lu uses its sales force automation systemto control all presale data. Then he uses it`s CRM system to memorize all customerinteractions. The cost to use all these Web enabled systems are very low and competitive(ibid). But again; everyone can use similar tools, and they can do it with high speed, so youhave to do more to be unique. A company need more than computers and Internet to stayahead. To quote Romer; “You needed new business processes and new types of skills to gowith them…” (Friedman 2006 p. 209). New types of skills are to be found inside (vertically) acompany or to be found outside via collaborating with others (horizontally). “It takes anadjustment to move from vertical to horizontal thinking. Because vertical thinking oftenrequires you to start by asking who controls what system, not what is the outcome or effectyou want to create” (ibid). Creative thinking is an important asset also in the modern digitalworld to stay ahead (Friedman 2006 p. 367). Why? “We need creativity, because nothing elsehas worked... For many people the core idea of creating thinking is difficult, because it iscontrary to the natural habits of criticism, judgment and recognition. The brain is designed asa ”recognition program”. The brain is designed to set up patterns, to use them, and tocondemn anything that does not ”fit” these patterns. Most thinkers like to be secure. They liketo be right. Creativity involves provocation, exploration and risk taking” (Bono 1999 p. 118-119). To quote what Gartner Group says about human resources trends in the new mediaworld is what they call employee versatility: “Specialists generally have deep skills andnarrow scope, giving them expertise that is recognized by peers but seldom valued outsidetheir immediate domain. Generalists have broad scope and shallow skills, enabling them torespond or act reasonably quickly but often without gaining or demonstrating the confidenceof their partners or customers. Versatilists, in contrast, apply depth of skill to a progressivewidening scope of situations and experiences, gaining new competencies, buildingrelationships, and assuming new roles” (Friedman 2006 p. 294). Versatilists are capable not14 | P a g e
  15. 15. Candidate: 142. MOK. Exam - Information & Communication theory.only of constantly adapting to their surroundings, but also of constantly learning and growing(ibid). Creative thinking can be learned. “Before you create anything new you need tounderstand what is already there (and analyze why). Once you have this foundation, beingcreative can be trainable” (Friedman 2006 p. 369). It’s all about imagination. Albert Einsteinsays to us; “Imagination is more important than knowledge”. Imagination is an importantcreative tool and enterprise assets to achieve differentiation in many branches and nichesincluding e-marketing approaches, when everybody is competing for attention. Creativestorytelling can be a powerful tool to differentiate an enterprise e-marketing campaign,whether it is text or multimedia showed via e-mails, banners, search engine ads, flash orvideos on the enterprise Web site or launched on i.e. YouTube. 6. Analyzing my surveySelection of participantsMy selection of participants in my survey is based on own “ads” on Facebook within mysocial network and ad hoc contact with new people at Gulltaggen 2009, a big Internetconference in Oslo 28th and 29th April (Where Chris Anderson and Kjell A. Nordström wasspeakers amongst several other “guru`s”) I got 5 reply’s out of 10 requests, and these is a mixof 5 totally different digital enterprises; • Enterprise A: Is an Internet based international digital enterprise. • Enterprise B: Is a Norwegian Web based service provider. • Enterprise C: Is a Norwegian new media Web/marketing bureau. • Enterprise D: Is a Norwegian media software based enterprise.Participants and interpretationThe answers tell me that I managed to create easy to understand questions for the participants.None of them seem to misunderstand the questions or doing any misinterpretation.Research objectives and purposesMy main purpose in this term paper is to answer my research question: How can a mediumsized digital enterprise improve its e-marketing?. To do this I have constructed the tenquestions in my questionnaires. You will find all the original answers from the participants inthe appendix.15 | P a g e
  16. 16. Candidate: 142. MOK. Exam - Information & Communication theory.Questions and answersQuestion 1: Does e-marketing appear in your business plan, marketing plan or Internet/WEBstrategy plan or both?Answers:Enterprise A; “YES both”. Enterprise B; “E-marketing is an essential part of our marketingplan. Since we’re an online business, this is essential for us.” Enterprise C; “Yes, it would bevery little strategic to not be digital visible.” Enterprise D; “Yes. Being a company that basesits services on the Internet we should have some sort of idea about e-marketing of itsservices.”Question 2: If your company has a written Internet/WEB strategy, how does it include e-marketing?Answers:Enterprise A; “Web and Internet is crucial to all parts of our business, and therefore we relyalmost solely on e-marketing as a marketing driver.” Enterprise B; “I work within sales, sounfortunately I don’t have easy access to these documents.” Enterprise C; “I have not seenany written documents related to these subjects. But we do have a focused approach to beactive, visible and attractive on the net.” Enterprise D; “The Company does not have awritten web strategy.”Question 3: Which e-marketing tools and services are your company using and why?Answers:Enterprise A; “Google Adwords and contextual advertising.” Enterprise B; “We are trackingall our e-marketing, to make sure we get the results we want. We have internal tracking tools;I’m not 100% sure if we also use external tracking. According to our own service to improvethis, we have used eye tracking study. The results made us adapt and change layout anddifferent elements on our page, so we can attract more users, but also keep the existing usershappy.” Enterprise C;”We use basically e-mail, several social networks and our ownenterprise WEB site as communication channel. If the need for more activities, we will addbanners and online PR to reach our target market.” Enterprise D; “The company hasengaged in search engine marketing (Google AdWord program). We have, to a small extent,used banner ads on specific websites. We are not running any email campaigns at the16 | P a g e
  17. 17. Candidate: 142. MOK. Exam - Information & Communication theory.moment, but we are regularly supporting several of our partners in such campaigns. SEO hasto some extent been implemented but not entirely (Meaning some of the group’s websites areSEO optimized whereas others are not yet optimized towards search engines.”Question 4: What e-marketing tools works best to achieve your marketing objectives andwhy? Answers:Enterprise A; “As Above. Pay per performance works better and gives measurable results”.Enterprise B; “Eye tracking study (answered above), and tracking tools to see where we getout traffic from.” Enterprise C; “As a communication bureau we are dependent that our ownwebsite tells as much as possible about us.” Enterprise D; “I would say that this dependshighly on the marketing objective. If the direct objective is increased sales I would say thatemail campaigns with following (Telephone) calls would have an impact. I think it is still sothat the main marketing/sales tool for increasing sales is cold calling. This can howevereasily be combined with email campaigns for increased focus. I have yet to see that searchengine marketing really works as well as some say. It might be that we have not beenexecuting our campaigns well enough. For brand building and -recognition, banner ads andpossibly the use of various social tools such as Twitter, Facebook profile, blogging, etc.would make an impact, because this gives the company a more “neutral” venue forcommunicating with new and existing clients, and building trust and dialogue with theaudience.”Question 5: What does your company do to improve your e-marketing? (i.e. visibility,interactivity, storytelling, etc. ) Answers: Enterprise A; “Measure results. Copy and improvesuccess, and stop whats not working.” Enterprise B; “We combine online and offlinemarketing and are getting good synergies to get more value out of every kind of ads we do.We also launched our new design and service on Twitter, to get valuable feedback from theentrepreneurs in the business. We also improve our PPC campaigns, and get more values byoptimizing the campaigns. SEO is also in focus, but this is an area we can do more.”Enterprise C; “We`re updating our own web site these days. We`re planning activitiestargeting social networks marketing. Our business demands to be updated on digitalcommunication! “ Enterprise D; “In developing our new services we keep in mind how these17 | P a g e
  18. 18. Candidate: 142. MOK. Exam - Information & Communication theory.can be even more accessible, and how we can sort of merge an open access service and ourpaid service – the objective obviously being to increase the number of paying users.”Question 6: How do you mix traditional (mass) marketing and e-marketing today? 6.2. Whatdo you think the mix will look like in the close future? Answers: Enterprise A; “Most e-marketing, but also some physical Direct Marketing. Future; Even more e-marketing, maybeas a Direct Marketing tool”. Enterprise B; “We mix TV and online activities to get more outof each channel. Our PR strategy is also close related to our marketing. I already see that alot of companies are cutting their budgets on offline activities and are putting this moneyonline. I also believe that the mix in the near future will be different online activities whereyou can measure the effect of the campaigns. I also believe that social medias, blogs and thecompanies PR strategy will be essential and will be integrated more close than before. Searchwill play a more central role, to get more out of offline campaigns.” Enterprise C; “We`re notmarketing our own enterprise with traditional mass communication. Mostly with our web site.Maybe we should surprise the surroundings with some traditional mass communication, theopposite of others strategy these days. Hmm…” Enterprise D; “We have two main businessareas. The subscription services that seek a large volume of clients are to a large extent beingmanaged by our various partners. Our other main business area involves integratedservices/solutions (integration of news search into other applications such as CRM, creditinformation services, etc.). The marketing of the integrated services is handled mainly bypersonal contact and to some extent by e-marketing tools such as e-mail campaigns. We doesnot conduct any large scale of traditional mass marketing with regards to any of ourproducts.”Question 7: How are your company using; one to many and/or one to one e-marketing?Answers: Enterprise A; “Both.” Enterprise B; “We don’t use this in an extended way.”Enterprise C; ”So far doesn`t one to one fit the right need for us” Enterprise D; “Mycompany is using both types of communication depending on the message. On somecampaigns we have for example openly addressed several players in one industry seekingpartners. In these campaigns we have, through the communication, made it clear that we areaddressing all the players in the respective markets. On other campaigns it makes more senseto communicate more on a one to one level. We use both approaches depending vastly on themessage and the objective.”18 | P a g e
  19. 19. Candidate: 142. MOK. Exam - Information & Communication theory.Question 8: How do you measure your e-marketing efforts? Answers: Enterprise A; “Sign-ups, visits”. Enterprise B; “Sorry, I don’t have this information.” Enterprise C;” When wehelp our customer we use tracking systems like Google Analytics, other tools areTradeDoubler and with converting rates and direct sale as a result of ads.” Enterprise D;“The efforts should be measured based upon what the objective is. Very often the objective isincreased sales, and that is the easiest thing to measure as well”.Question 9: What are the benefits your company has achieved with e-marketing? EnterpriseA answer; “more customers, users and very measurable marketing. Very high relevance.”Enterprise B; “More users and more value to our clients, which are essential for ourservice.” Enterprise C; ”We have achieved some amount of new customers via our Web site,one new employee via banner, and we have found a employee via Facebook.” Enterprise D;“Signing new partners and new clients, but mainly new partners I would say. By partners Imean resellers who market and sell our services in their local market.”Question 10: What challenges are you facing using e-marketing strategies? Answers:Enterprise A; “Pricing”. Enterprise B; “I don’t see any big challenges.” Enterprise C; “Thebiggest challenge these days, is to conduct and write down a concrete strategy. We are in abusiness which is used to the old “word of mouth”. Enterprise D; “As an overall challenge Iwould say time. This means that there is little time for making well organized plans for how tobetter use various e-marketing tools. I would personally like to further explore and use thesocial web as a marketing channel. I think this will continue growing of importance and as amarketing channel and communication channel between companies and organizations andpeople. There are several reasons – you meet people at “home”, it is a more or less trustedchannel, given that you use this channel seriously – you have several room for dialogue, andincreased dialogue with clients normally will improve the relation. There is basically nolimitation as to how it can be used and exploited. But anyway I get back to lacking of time andpriority.”Patterns & themesAll the enterprises (Enterprise A, B and D) do have a written e-strategy or sees the importanceof construct one as soon as possible (Enterprise C). The main e-marketing tools and servicesused of the participants are; enterprise Website, SEO, SEM, tracking tools, banners,contextual advertising and e-mail. Some of them consider; social network, online PR, as a19 | P a g e
  20. 20. Candidate: 142. MOK. Exam - Information & Communication theory.strategic choice in the close future. The participants answer to; what e-marketing tools worksbest to achieve your marketing objectives and why? Pay per performance because of easy tomeasure the ROI. Eye tracking study (to optimize the Web design), banner ads and possiblythe use of various social tools such as Twitter, Facebook, blogging and e-mail campaigns(with following telephone calls). To quote enterprise D; “…social tools such as Twitter,Facebook profile, blogging, etc. would make an impact, because this gives the company amore “neutral” venue for communicating with new and existing clients, and building trustand dialogue with the audience.” What does your company do to improve your e-marketing?The answers to this question were several efforts; to quote enterprise A; “Measure results.Copy and improve success, and stop whats not working.” PPC campaigns, SEO, socialnetworking and ease accessibility, to sum it up. How do you mix traditional (mass) marketingand e-marketing today? They answer: E-marketing plus direct marketing, and TV and onlineactivities working together to get more out of each channel are pointed out by enterprise Aand B. Enterprise C and D do not use traditional mass marketing at all. The answers to thenext question are particularly interesting. What do you think the mix will look like in the closefuture? The answers to this question are: More e-marking plus e-marketing as a directmarketing tool, e-mail campaigns, social media, blogs, search and PR strategy. How are yourcompany using; one to many and/or one to one e-marketing? Enterprise A and D are doingboth depending on the message and target group. Enterprise B and C are not into one to onemarketing yet. How do you measure your e-marketing efforts? The answer to this questionwas: Sign-ups, visits, Google Analytics, converting rates and direct sale as a result of ads.What are the benefits your company has achieved with e-marketing? The answers to thisquestion were: signing more customers and partners, more users and very measurablemarketing, and more value to our clients. What challenges are you facing using e-marketingstrategies? The answers to this question were: Pricing, to conduct and write down a concretestrategy and to little time for making well organized e-marketing plans. I rise a question whynot anybody have thoughts about e-marketing and ethics as a challenge in the future!My interpretationThe lack of a written Internet/WEB (Enterprise (B), C and D) strategy shows the importanceof including the management across business departments such as marketing, & sale, IT,economy managers and the CEO (Chief Executive Officer) in this subject. Strategy should bethe management’s responsibility to conduct and deploy into their organizations. It is not the20 | P a g e
  21. 21. Candidate: 142. MOK. Exam - Information & Communication theory.marketing director, but the CEO, who should be responsible for the enterprise strategieswithin Internet, CRM and e-marketing. Because success on Internet and with e-marketing canbe the difference between “win or disappear” in today’s globalization and that should concernthe CEO. Marketing manager is responsible for conducting and deploying the CRM and e-marketing strategy. CEO should also take action so market strategy is shared with everybodyat the sales department. Focus on storytelling (a technology independent but creativity basedtool) seems to be abundant in the answers from the participants. It doesn`t mean that theirrespective colleges or that their enterprise do not understand this is an important tool. Therange of tools used in the four enterprises tells me that they all have taken advantage of e-marketing, but that they probably could use more tools and services to improve their efforts.One to one communication and marketing is almost absent. Mass communication and massmarketing is not dead, but focus on e-marketing are increasing and have less costs, reach morepeople, and have easier and faster ways to measure the ROI. When implemented correctly, thereturn on investment (ROI) from e-marketing can far exceed that of traditional marketing. Iconsider exploring more of the subjects in this term paper in depth in my Bachelor paper,eventually with both qualitative and quantitative methodology, with both questionnaires andinterviews to achieve both a good statistic material, and to be able to discover trends betweenbranches and between different management levels. 7. Summary and conclusionE-marketing can be a means to reach millions of people every year. By continuously trackingthe response and effectiveness of a campaign, the marketer can be far more dynamic inadapting to consumers wants and needs. With e-marketing, responses can be analyzed in real-time and campaigns can be tweaked continuously. Combined with the immediacy of theInternet as a medium, this means that there’s minimal advertising spend wasted on less thaneffective campaigns. E-marketing creates new opportunities to seize strategic competitiveadvantages. Marketing messages are most effective when they are presented directly to theaudience most likely to be interested. Finally, my conclusion is they who manage to use anoptimal mix of strategy theory, marketing/communication theory, technology insight andpossibilities, use of innovation and creative thinking, have good chances to stay ahead of thepack.21 | P a g e
  22. 22. Candidate: 142. MOK. Exam - Information & Communication theory.ReferencesCurriculum booksAnderson, Chris (2008). The Long Tail. New York: Hyperion.Friedman, Thomas L. (2006). The world is flat. London: Penguin books Ltd.McQuail, Denis (2005). Mass communication theory. London: Sage Publications Ltd.Additional booksDe Bono, Edward (1999). Six Thinking Hats. London: Penguin GroupGall, Meredith D. & Gall, Joyce P. & Borg, Walther R. (2003). Educational Research – An introduction. US:Pearson Education, Inc.Hougaard, Søren & Bjerre, Mogens (2002). Strategic Relationship Marketing. DK: Samfundslitteratur Press.Nordström, Kjell A. (2002). Funky Business – Talents makes capital dance. UK: Prentice Hall - Financial Times,Pearson Education Limited.Peppers, Don & Martha Rogers (1999). Enterprise one to one – Tools for Competing in the Interactive Age.New York: Random House Inc.Ryan, Damien & Jones, Calvin (2009). Understanding DIGITAL Marketing – Marketing strategies for engagingthe digital generation. US: Kogan Page Limited.Sargeant, Adrian & West, Douglas C. 2007. Direct and interactive marketing. Oxford: Oxford University PressInc.Thompson, A. & Strickland, A. (2006). Strategic management: concepts and cases, 13th edt. London: McGraw-HillInternet sources:http://www.cyberwatcher.com/business/benefits.htmhttp://www.e-marketingstrategies.net/glossary.htmlhttp://www.google.com/ads/http://www.google.com/intl/en/trends/about.htmlhttp://www.google.com/analytics/http://www.opera.com/browser/22 | P a g e
  23. 23. Candidate: 142. MOK. Exam - Information & Communication theory.Appendix A: E-mail requestSending you my term paper survey as agreed on Gulltaggen today. The course is in English and all my papersand documentation the same. Therefore, please answer in English!The survey is about e-marketing strategy and usage of e-marketing tools and services.My Research question is: How can a medium sized enterprise improve its e-marketing?I wanted to study some cases with offices in Norway, and to study their individual meaning, knowledge, practiceand attitudes towards e-marketing. I also want to discover the link between e-marketing strategy and usage, andto discover e-marketing concepts, usage and technology.This is my second year (4th term) of a Bachelor degree in Media and Communication at Oslo UniversityCollege. I am particularly interested in your response, because your experience within traditional (mass)marketing and e-marketing will help me in my educational research analyzing links between strategy and e-marketing usage.It is important that you answer all the ten questions. I have tried to formulate the questions as easy to understandas possible, to reduce the time necessary to fill in your answers in the survey.I will appreciate it if you will complete the attached questionnaires and finish and return it to my e-mail addressprior to 1st May. We have a very short deadline on this paper.All content and information replied to me will be total confidential and anonymous in the term paper. Theinformation will not be used outside my term paper, but I might use some of the information in my Bachelorpaper next year. I will be pleased to send you my term paper or a summary of the survey results if you desire?If you want to check out my earlier education, work experience and recommendations, please click in to myprofile at www.Linkedin.com. There you will find my updated digital CV.Remember to give your answers the same number as the questions. Just reply to this e-mail account. Please alsoadd your position/role.See my questionnaires below. Thank you for your cooperation.RegardsX23 | P a g e
  24. 24. Candidate: 142. MOK. Exam - Information & Communication theory. Appendix B: Original answers to the survey (Verification)Enterprise A;1. Does e-marketing appear in your business plan, marketing plan or Internet/WEB strategy plan or both? YES Both2. If your company has a written Internet/WEB strategy, how does it include e-marketing? web and Internet is crucial to all parts of our business, and therefore we rely almost solely on e-marketing as a marketing driver.3. Which e-marketing tools and services are your company using and why? Google Adwords and contextual advertising4. What e-marketing tools works best to achieve your marketing objectives and why? As Above. Pay per performance works better and gives measurable results5. What does your company do to improve your e-marketing? (i.e. visibility, interactivity, storytelling, etc. ) Measure results. Copy and improve success, and stop whats not working6. How do you mix traditional (mass) marketing and e-marketing today? 6.2. What do you think the mix will look like in the close future? Most e-marketing, but also some physical Direct Marketing. Future; Even more e-marketing, maybe as a Direct Marketing tool7. How are your company using; one to many and/or one to one e-marketing? Both8. How do you measure your e-marketing efforts? Signups, visits9. What are the benefits your company has achieved with e-marketing? more customers, users and very measurable marketing. Very high relevance10. What challenges are you facing using e-marketing strategies? pricing On Tue, Apr 28, 2009 at 7:18 PM, Rune Haugestad <Rune.Haugestad@stud.jbi.hio.no> wrote: Position: Industry Head ----------------------------------------------------------------------------------------------------------------------- 24 | P a g e
  25. 25. Candidate: 142. MOK. Exam - Information & Communication theory.Enterprise B;Research questions:1. Does e-marketing appear in your business plan, marketing plan or Internet/WEB strategy plan or both?E-marketing is an essential part of our marketing plan. Since we’re an online business, this is essential for us.2. If your company has a written Internet/WEB strategy, how does it include e-marketing?I work within sales, so unfortunately I don’t have easy access to these document3. Which e-marketing tools and services are your company using and why?We are tracking all our e-marketing, to make sure we get the results we want. We have internal tracking tools;I’m not 100% sure if we also use external tracking. According to our own service to improve this, we have usedeye tracking study. The results made us adapt and change layout and different elements on our page, so we canattract more users, but also keep the existing users happy.4. What e-marketing tools works best to achieve your marketing objectives and why?Eye tracking study (answered above), and tracking tools to see where we get out traffic from5. What does your company do to improve your e-marketing? (i.e. visibility, interactivity, storytelling, etc. )We combine online and offline marketing and are getting good synergies to get more value out of every kind ofads we do. We also launched our new design and service on Twitter, to get valuable feedback from theentrepreneurs in the business. We also improve our PPC campaigns, and get more values by optimizing thecampaigns. SEO is also in focus, but this is an area we can do more.6. How do you mix traditional (mass) marketing and e-marketing today? 6.2. What do you think the mix willlook like in the close future?-Answered above; we mix tv and online activities to get more out of each channel. Our PR strategy is also closerelated to our marketing. I already see that a lot of companies are cutting their budgets on offline activities andare putting these money online. I also believe that the mix in the near future will be different online activitieswhere you can measure the effect of the campaigns. I also believe that social medias, blogs and the companiesPR strategy will be essential and will be integrated more close than before. Search will play a more central role,to get more out of offline campaigns.7. How are your company using; one to many and/or one to one e-marketing?We don’t use this in an extended way.8. How do you measure your e-marketing efforts?Sorry, I don’t have this information9. What are the benefits your company has achieved with e-marketing?More users and more value to our clients, which are essential for our service10. What challenges are you facing using e-marketing strategies?I don’t see any big challenges.Position: Byråansvarlig25 | P a g e
  26. 26. Candidate: 142. MOK. Exam - Information & Communication theory.Enterprise C:1. Does e-marketing appear in your business plan, marketing plan or Internet/WEB strategy plan or both? Ja, det hadde vært usedvanlig lite strategisk gjennomtenkt ikke å gjøre seg/holde seg synlig digitalt nå :)2. If your company has a written Internet/WEB strategy, how does it include e-marketing? Ingenting skriftlig (som jeg har sett), men en gjennomgående tanke om å fremstå som aktive, synlige ogattraktive på nettet.3. Which e-marketing tools and services are your company using and why? Vi bruker stort sett e-mail, diverse digitale sosiale nettverk og vår egen website som kommunikasjonskanal. Dersom behovet skulle oppstå, vil også bannerannonser og evt. PR være aktuelle virkemidler for å nå frem tilde vi vil snakke med.4. What e-marketing tools works best to achieve your marketing objectives and why? Som et kommunikasjonsbyrå er vi selvfølgelig i stor grad avhengige av at vår egen website formidler så myesom mulig om oss. Ellers er det jo alltid de jobbene vi gjør for våre egne kunder som til enhver tid er målestokk for hva vi besitterav kompetanse.5. What does your company do to improve your e-marketing? (i.e. visibility, interactivity, storytelling, etc. ) For øyeblikket sprengjobber vi med websiten vår LOL :) Diverse aktiviteter knytta til sosiale nettverk kommervi nok også til å trappe opp. Synlighet kommer forøvrvig som et vedheng på de jobbene vi selv gjør for våre kunder. Når det er sagt - detdreier seg jo i veldig stor grad om å makte å formidle tankene bak og resultatene av disse jobbene på en konkret og underholdene måte. Det er også viktigfor et selskap som vårt å hele tiden fremstå som oppdaterte på digital kommunikasjon, så i den grad vi får våre kunder med på å sprengetradisjonelle grenser på mediafronten, vil det ha stor betydning for oss. Ergo - hva gjør vi for å forbedre vår egenemarketingstrategi - jo, vi lærer oss mer som våre egne kunder vil nyte godt av.6. How do you mix traditional (mass) marketing and e-marketing today? 6.2. What do you think the mix willlook like in the close future? Vi markedsfører vårt eget selskap i veldig liten grad - og da spesielt lite gjennom tredisjonellmassekommunikasjon. Som tidligere nevnt er vi jo selv i markedføringsbransjen, så mye av vår egenreklameligger i de jobbene vi gjør daglig. Per i dag er vi stort sett utelukkende tilstede digitalt - kanskje vi skaloverraske og heller blande inn litt trad. massekommunikasjon etterhvert? Stikk motsatt av hva alle andrekommer til å gjøre? Hmm. Det er verdt en tanke :)7. How are your company using; one to many and/or one to one e-marketing? Her må jeg innrømme at jeg ikke har no godt svar :) Så langt har vi ikke hatt bruk for å snakke én til én.8. How do you measure your e-marketing efforts? Vi måler ingenting av det vi gjør for oss selv, av den enkle grunn at vi så langt ikke trenger det. Når det gjelderjobber vi gjør for våre egne kunder, måles effekt på mange forskjellige måter. Noe gjennom vanligetrackingsystemer (Google Analytics etc.), noe direkte gjennom medianettverk som TradeDoubler og noe målesgjennom våre kunders egne systemer (deriblant konverteringsrater og direkte salg som følge av annonsering).9. What are the benefits your company has achieved with e-marketing? Vi har vel fått en og annen kunde som direkte resultat av våre egne websider, og iallefall én ny ansatt somfølge av bannerannonsering. I tillegg har vi besatt en ledig stilling nå gjennom aktiviteter på Facebook.10. What challenges are you facing using e-marketing strategies? Den største (og kanskje for øyeblikket eneste) utfordringen vi har nå, er vel i det hele tatt å få en konkret strategipå plass. Vi er jo i en bransje som ikke har noen tradisjon på å markedsføre oss selv annet enn gjennommarkedsføring av andre. Som de sier - skomakerens barn har ofte dårligst sko :)Position: Art Director & Interaksjonsdesigner26 | P a g e
  27. 27. Candidate: 142. MOK. Exam - Information & Communication theory.---------------------------------------------------------------------------------------------------------------------------------------From: Rune Haugestad [mailto:Rune.Haugestad@stud.jbi.hio.no]Sent: 27. april 2009 14:56Enterprise D:Research questions:1. Does e-marketing appear in your business plan, marketing plan or Internet/WEB strategy plan or both?Yes. Being a company that bases its services on the Internet and the use of such X should have some sort of ideaabout e-marketing of its services.2. If your company has a written Internet/WEB strategy, how does it include e-marketing?The company does not have a written web strategy.3. Which e-marketing tools and services are your company using and why?The company has engaged in search engine marketing (Google AdWord program). We have, to a small extent,used banner ads on specific websites. We are not running any email campaigns at the moment, but we areregularly supporting several of our partners in such campaigns. SEO has to some extent been implemented butnot entirely (Meaning some of the group’s websites are SE optimized whereas others are not yet optimizedtowards search engines.4. What e-marketing tools works best to achieve your marketing objectives and why?I would say that this depends highly on the marketing objective. If the direct objective is increased sales I wouldsay that email campaigns with following calls would have an impact. I think it is still so that the mainmarketing/sales tool for increasing sales is cold calling. This can however easily be combined with emailcampaigns for increased focus. I have yet to see that search engine marketing really works as well as some say. Itmight be that we have not been executing our campaigns well enough. For brand building and -recognition,banner ads and possibly the use of various social tools such as twitter, Facebook profile, blogging, etc wouldmake an impact, because this gives the company a more “neutral” venue for communicating with new andexisting clients, and building trust and dialogue with the audience.5. What does your company do to improve your e-marketing? (i.e. visibility, interactivity, storytelling, etc. )In developing our new services we keep in mind how these can be even more accessible, and how we can sort ofmerge an open access service and our paid service – the objective obviously being to increase the number ofpaying users.6. How do you mix traditional (mass) marketing and e-marketing today? 6.2. What do you think the mix willlook like in the close future?X has two main business areas. The subscription services that seek a large volume of clients is to a large extentbeing managed by our various partners. Our other main business area involves integrated services/solutions(integration of news search into other applications such as CRM, credit information services, etc.). Themarketing of the integrated services is handled mainly by personal contact and to some extent by emarketingtools such as email campaigns. X does not conduct any large scale of traditional mass marketing with regards toany of our products.7. How are your company using; one to many and/or one to one e-marketing?My company is using both types of communication depending on the message. On some campaigns we have forexample openly addressed several players in one industry seeking partners. In these campaigns we have, throughthe communication, made it clear that we are addressing all the players in the respective markets. On othercampaigns it makes more sense to communicate more on a one to one level. We use both approaches depending27 | P a g e
  28. 28. Candidate: 142. MOK. Exam - Information & Communication theory.vastly on the message and the objective.8. How do you measure your e-marketing efforts?The efforts should be measured based upon what the objective is. Very often the objective is increased sales, andthat is the easiest thing to measure as well.9. What are the benefits your company has achieved with e-marketing?Signing new partners and new clients, but mainly new partners I would say. By partners I mean resellers whomarket and sell our services in their local market.10. What challenges are you facing using e-marketing strategies?As an overall challenge I would say time. By this I mean that we are a rather small organization where everyoneneeds to do that extra little effort. This means that there is little time for making well organized plans for how tobetter use various e-marketing tools. I would personally like to further explore and use the social web as amarketing channel. I think this will continue growing of importance and as a marketing channel andcommunication channel between companies and organizations and people. There are several reasons – you meetpeople at “home”, it is a more or less trusted channel, given that you use this channel seriously – you haveseveral room for dialogue, and increased dialogue with clients normally will improve the relation. There isbasically no limitation as to how it can be used and exploited.But anyway I get back to lacking of time andpriority.Your position/role: Marketing Director28 | P a g e

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