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E Marketing Mix


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  • 1. The eMarketing Mix These ideas are taken from: Principles of eMarketing by Otilia Otlacan
  • 2. Objectives of this session
    • To introduce the idea of the ‘eMarketing Mix’
    • New principles of marketing developed for on-line marketing
    • Works alongside traditional Extended Marketing Mix
  • 3. What is ‘eMarketing’?
  • 4. ‘ e-Marketing is Marketing that uses the internet as manifestation media.’ - Mark Sceats ‘ e-Marketing is the sum of all activities a business conducts through the internet with the purpose of finding, attracting, winning and retaining customers.’ - CISCO Systems
  • 5. The Extended Marketing Mix
    • 4Ps + 3Ps
    • Still underlies the main marketing strategy
    • All elements should be mediated by the eMarketing Mix strategy
    • Still focused on transactional exchange
    • eMarketing Mix focuses on building relationships
  • 6. The eMarketing Mix
    • 2P + 2C + 3S
    Personalization, Privacy, + Customer Service, Community, + Site, Security, Sales Promotion.
  • 7. 1: Personalisation
    • The need to recognise and identify a certain customer in order to establish relations
    • To gather all possible information in order to develop customized, personalized products and services.
    • Can be applied to any component of the Marketing mix
    • Example: Use of ‘cookies’ to gain personalised information of computer / web use.
  • 8. 2. Privacy
    • Connected to ‘Privatisation’
    • How will personal information be used and protected?
    • Requires an agreed policy on access procedures and collecting information
    • Must take into account existing regulations and legal aspects regarding collection and usage of personal information.
  • 9. 3. Customer Service
    • A required support function in transactional situations.
    • Should be treated as along term, on-going process.
    • An essential pat of the eMarketing Mix
    • Service & Support acts upon all elements of 4Ps
  • 10. 4. Community
    • Generated by the nature of the internet
    • A group of entities that interact for a common purpose is a "community“
    • The value of a network equals the square of the number of components.
    • So: the value of a community rises with the number of its members.
    • Customers / clients of a business can be seen as part of a community
    • Encouraging interaction and community should be undertaken by the business
    • Interactions among customer community impacts on all other functions of eMarketing.
  • 11. 5. Site
    • The location where eMarketing interactions take place
    • Available at any moment and from any place – a digital location for digital interactions.
    • ‘ Site’ may be more than conventional website e.g. Palm Pilot or iPhone.
    • This special location, accessible through all sort of digital technologies is mediates all other functions of e-Marketing
  • 12. 6. Security
    • Essential function of e-Marketing once transactions began to be performed through internet channels
    • Needs to include:
      • security during transactions performed on the website (not allowing third parties access to the transaction)
      • security of data collected and stored, about our customers and visitors.
    • Security safeguards should be communicated to customers
  • 13. 7. Sales Promotion
    • Widely used in traditional Marketing
    • Strategy for immediate sales goals in terms of volume.
    • eMarketer’s task is to find new possibilities and new approaches for developing an efficient promotion plan.
    • Marketer needs to keep up with the latest internet technologies and applications
  • 14. Conclusions:
    • e-Marketing implies new marketing dimensions
    • Revolve around the concept of relational functions
    • Essential in any e-Marketing strategy in order for it to be efficient and deliver results.