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Online marketing management

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  • 1. Online Marketing Management© Ramakrishna Kongalla,Assistant ProfessorIndian Institute of Tourism & Travel Management(An Organization of Ministry of Tourism, Govt. of India)Rtist @ Tourism
  • 2. 7 P’s of MarketingRtist @ Tourism
  • 3. E-Marketing Mix• Traditionally the marketing mix is co-ordinated so efficientproduct, price, promotion and place strategies aredeveloped for products purchased over the counter.The internet is changing the way we sell our products andservices. That’s a fact. Consumers now use the internet toresearch and purchase products/services online.Organisation now need online strategies to attract andretain customers.The e-marketing mix considers the elements of presentingthe marketing mix online. Lets look at it in more detail.Rtist @ Tourism
  • 4. • E-product strategies– We walk into a shop and see a product we like, we can assess it, touch it.Online, this immediate tangibility disappears. But, is that a disadvantage?Within the uk e-commerce sales are increasing at extremely high rates.Why? What does buying products online offer over one to one sales?– Firstly there are clear online facts about the product you are purchasing.The buyer knows immediately about product features, the facts, not asales persons assumptions.– www.comet.co.uk a UK electrical store offers clear information onproducts and their specification, consumers know what they get if notthere is a customer service number where they can find out more.– The buying process is also customised for returning visitors, makingrepeat purchases easier.– Organisations can also offer immediately ancillary products along withthe main purchase.– For example, the chance to buy extra printer cartridges along with yourpurchase of your printer online.– The product can also be customised to consumers needs. www.nike.comoffer customised trainers to users online. Users can design and see theirtrainers online before they order!Rtist @ Tourism
  • 5. • E-price strategies– As mentioned in our marketing mix section, pricing is always difficult to do andmust take into account many considerations.– Traditionally pricing was about finding about your costs, discovering how muchconsumers are willing to pay, taking account competition pricing then setting yourprice.– The internet has made pricing very competitive. Many costs i.e. store costs, staffcost have disappeared for complete online stores, placing price pressures ontraditional retailers.– The internet gives consumers the power to shop around for the best deal at aclick of a button.– Website such www.kelkoo.com compare products from different websitesinforming consumers of where the best deal is. Such easy access to informationhelps to maintain prices within the online world.– The growth of online auctions also helps consumers to dictate price.– The online auction company www.ebay.com has grown in popularity withthousands of buyers and seller bidding daily.– E-pricing can also easily reward loyal customers. Technology allows repeat visitorsto be tracked, easily allowing loyalty incentives to be targeted towards them.Payment is also easy, paypals, or online credit cards use allows for easy payments.– However the downside to this is internet fraud, which is growing rapidly aroundthe world.Rtist @ Tourism
  • 6. • E-place strategies– One of the biggest changes to the marketing mix is onlinepurchasing.– Consumers can purchase direct from manufacturers cuttingout retailers totally.– The challenge for online retailers is to ensure that theproduct is delivered to the consumer within a reasonabletime.– Location is important within our place strategy. Onlinelocation can refer to where links are placed on otherwebsites.– Placing a link on www.google.com home page wouldgenerate high consumer traffic for you.– Knowing your customer and knowing where they visitshould help you understand where to place your online linksand advertisements.Rtist @ Tourism
  • 7. • E-promotion strategies– Promoting products and service online is concerned with a number of issues.Having a recognisable domain name is first stage towards e-promotion.– Organisation such as egg.com have successfully positioned the brand on theonline world as an online bank.Most organisations today have some form of webpage used in most if not alladvertisements.– Placing banner advertisements on other webpages is a common form of e-promotion. Banner ads must be placed where potential customers browse.– Web public relations (WPR) is another approach to promoting online. Newsworthy stories based on product or service launches can be placed on thecompanies webpage, or WPR articles sent to review sites for consumers to read.– Hopefully this form of online promotion will pull the consumer in. Direct email isa popular and common form of e-promotions, although slowly becoming themost hated my many consumers. Organisations can send e-leaflets to hundredsand thousands of respondents, hoping a small percentage will reply.– The problem is that for every 100 emails sent the response rate will be 1-2!.Direct emailing is also known as SPAM which stands for Sending PersistentAnnoying eMail. (SPAM). To summaries e-promotion includes:• Banner promotions• Web public relations (WPR)• E-leaflet• Having a domain name.Rtist @ Tourism
  • 8. E-Marketing Management• E-mail Marketing: Alerts, E-Newsletter Management• E-Surveying: Progressive Profiling Management• Viral Marketing: Tell-a-Friend Management• Web Design: Registration, Subscription, VIP Management• Online Community / E-Suggestion Box / BlogManagement• E-Commerce: Memberships, Event RegistrationManagement• Affiliate Management: Sponsorship Management(Boston Symphony)• Reporting / Analysis: Profiles, BehaviorsRtist @ Tourism
  • 9. Thank You…!!!©Ramakrishna Kongallae-mail: artist.ramakrishna@gmail.comRtist @ Tourism