Definition• E-Marketing: is the use of information technology in the processes of creating, communicating, and delivering value to customers, and for managing customer relationships in ways that benefit the organization and its stakeholders. Its only one part of an organizations e-business activities.
Why internet for marketing? internet is a modern function which consist of no government rules. 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
Cont. 197 crore people around the world uses internet, so its easy for companies to target people through internet. In year 2002 e-commerce made 1 trillion dollar which shows the usage and growth of e- commerce.
why e-marketing is important?It gives companies the ability to: Drive high quality customers to their website Increase sales leads from customers looking for their products and services Build their brand online by communicating marketing messages to their target audience Increase their profile against their competitors Target a global and local audience via search engines
How It is better than modes of marketing? cost effectiveness global reach interactive response persolization real-time feedback
Types of e-markets E-storefront: A single or company Web site where products and services are sold E-mall (online mall): An online shopping center where many stores are located
Cont.• E-marketplace: An online market, usually B2B, in which buyers and sellers exchange goods or services; the three types of e-marketplaces are private, public, and consortia – Private e-marketplaces: Online markets owned by a single company; can be either sell-side or buy-side marketplaces • Sell-side e-marketplace: A private e-market in which a company sells either standard or customized products to qualified companies • Buy-side e-marketplace: A private e-market in which a company makes purchases from invited suppliers – Public e-marketplaces: B2B markets, usually owned and/or managed by an independent third party, that include many sellers and many buyers; also known as exchanges – Consortia: E-marketplaces owned by a small group of large vendors, usually in a single industry
Types of e-marketing search engines e-mail marketing viral marketing affiliate marketing banner advertising social networking sites. (facebook,orkut,linkedin,etc.)
Business modelse-commerce lead-based website affiliate marketing local internet marketing black hat marketing
Geo targeting in e-marketing• Geo targeting and geo marketing are the methods of determining the geolocation (the physical location) of a website visitor with geolocation software, and delivering different content to that visitor based on his or her location, such as country, region/state, city, metro code/zip code, organization, Internet Protocol(IP) address, ISP or other criteria.
Advantages of e marketingReduction in costs through automation and use of electronic Faster response to both marketers and the end user media Increased ability to measure and collect data Increased interactivityIncreased exposure of products and services Boundless universal accessibility
limitations Security, privacy issues technical limitations lack of trust and user resistanceWorldwide competition through globalization
Social and cultural issuesConsumers are accustomed to touching merchandise before buying (Egypt and Mexico). Payment problem 19 states have anti Spam laws Lack of Internet education.
Legal and political issue• Government censorship and regulation = slow Internet adoption. – The Chinese government authorizes Web sites for citizen access and keeps a tight reign on Internet cafés. – Egyptian government agencies block Internet ventures due to fear of losing tax money on direct sales to customers outside the country. – Barriers to exporting (tariffs + costly distribution channels) are slowing the adoption of e-commerce.• BUT a global community connected by the Internet should emerge over time, fueled by: – The benefits of connecting multinational businesses, – The lure of B2B e-business activity, – Increasing consumer
Opportunity internationally more than 33 % of surfers buy online e-marketing reduces prices huge potential growth ( 70 % rural population) e-intermediaries affordable computers and internet connectivity