e -Marketing Mykola Sarazhynskyy Introduction Revised January 2008
Outline <ul><li>Significance </li></ul><ul><li>Opportunities </li></ul><ul><li>Today’s Marketing Challenge </li></ul><ul><...
Demographics of Internet Users http://www.pewinternet.org/trends.asp  Source:  Pew Internet & American Life Project, Febru...
Demographics of Internet Users http://www.pewinternet.org/trends.asp  Source:  Pew Internet & American Life Project, Febru...
Demographics of Internet Users http://www.pewinternet.org/trends.asp  Source:  Pew Internet & American Life Project, Febru...
Demographics of Internet Users http://www.pewinternet.org/trends.asp  Source:  Pew Internet & American Life Project, Febru...
Top 10 Online Activities http://www.pewinternet.org/trends.asp    Source: Pew Internet & American Life Project Tracking su...
How People Shop Online http://www.doubleclick.com
<ul><li>In 2006 e-commerce sales (retail web and eBay) totaled an estimated $142.7 billion  (Census Bureau of the U.S. Dep...
UK Opportunities and Competition <ul><li>The value of Internet sales by businesses rose to £103.3 billion in 2005, an incr...
Marketing Challenge <ul><li>The key marketing challenge for the future is to establish a true, meaningful, and lasting con...
e -Marketing Definition <ul><li>“ Achieving marketing objectives through applying digital technologies.”   (Dave Chaffey, ...
Components <ul><li>Message (email, search result, banner, referral, content placement, etc.) </li></ul><ul><li>Message del...
General Schema
General Schema
General Schema
General Schema
General Schema
General Schema
Stages of Customer Acquisition
Stages of Customer Acquisition Exposed to Message
Stages of Customer Acquisition Exposed to Message Noticed Message
Stages of Customer Acquisition Exposed to Message Noticed Message Interacted with Message
Stages of Customer Acquisition Exposed to Message Noticed Message Interacted with Message Visited Web Site
Stages of Customer Acquisition Exposed to Message Noticed Message Interacted with Message Visited Web Site Started  Conver...
Stages of Customer Acquisition Exposed to Message Noticed Message Interacted with Message Visited Web Site Started  Conver...
Pros and Cons of E-Marketing <ul><li>Pros: </li></ul><ul><li>Effective if executed right </li></ul><ul><li>Inexpensive </l...
How  e- Marketing Class  Helps <ul><li>Practical Knowledge to grow your business </li></ul><ul><li>Classes that available ...
How  e- Marketing Class  Helps <ul><li>Practical Knowledge to grow your business </li></ul><ul><li>Classes that available ...
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Internet Marketing Training On-Demand: Introduction to eMarketing

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Brief overview of Internet Marketing, opportunities and challenges of the Electronic Commerce. Gives a general illustration of how electronic marketing works. Great introduction for newcomers and a refreshing systematic review for seasoned marketers.

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  • Welcome to Introduction to Electronic Marketing.
  • Internet Marketing Training On-Demand: Introduction to eMarketing

    1. 1. e -Marketing Mykola Sarazhynskyy Introduction Revised January 2008
    2. 2. Outline <ul><li>Significance </li></ul><ul><li>Opportunities </li></ul><ul><li>Today’s Marketing Challenge </li></ul><ul><li>E-marketing Definition </li></ul><ul><li>Major Components </li></ul><ul><li>Communication Channels </li></ul><ul><li>Stages of Customer Acquisition </li></ul><ul><li>Pros and Cons </li></ul><ul><li>How to Use It to Your Advantage </li></ul>
    3. 3. Demographics of Internet Users http://www.pewinternet.org/trends.asp Source: Pew Internet & American Life Project, February 15 – March 7, 2007 Tracking Survey. N=2,200 adults, 18 and older. Margin of error is ±2% for results based on the full sample and ±3% for results based on internet users. Last updated June 15, 2007. 91 College + 81 Some College 61 High School 40% Less than High School Educational attainment 93 $75,000 + 82 $50,000-$74,999 69 $30,000-$49,999 55% Less than $30,000/yr Household income 32 65+ 65 50-64 83 30-49 87% 18-29 Age 71 Men 70 Women 71% Total Adults Use the internet
    4. 4. Demographics of Internet Users http://www.pewinternet.org/trends.asp Source: Pew Internet & American Life Project, February 15 – March 7, 2007 Tracking Survey. N=2,200 adults, 18 and older. Margin of error is ±2% for results based on the full sample and ±3% for results based on internet users. Last updated June 15, 2007. 91 College + 81 Some College 61 High School 40% Less than High School Educational attainment 93 $75,000 + 82 $50,000-$74,999 69 $30,000-$49,999 55% Less than $30,000/yr Household income 32 65+ 65 50-64 83 30-49 87% 18-29 Age 71 Men 70 Women 71% Total Adults Use the internet
    5. 5. Demographics of Internet Users http://www.pewinternet.org/trends.asp Source: Pew Internet & American Life Project, February 15 – March 7, 2007 Tracking Survey. N=2,200 adults, 18 and older. Margin of error is ±2% for results based on the full sample and ±3% for results based on internet users. Last updated June 15, 2007. 91 College + 81 Some College 61 High School 40% Less than High School Educational attainment 93 $75,000 + 82 $50,000-$74,999 69 $30,000-$49,999 55% Less than $30,000/yr Household income 32 65+ 65 50-64 83 30-49 87% 18-29 Age 71 Men 70 Women 71% Total Adults Use the internet
    6. 6. Demographics of Internet Users http://www.pewinternet.org/trends.asp Source: Pew Internet & American Life Project, February 15 – March 7, 2007 Tracking Survey. N=2,200 adults, 18 and older. Margin of error is ±2% for results based on the full sample and ±3% for results based on internet users. Last updated June 15, 2007. 91 College + 81 Some College 61 High School 40% Less than High School Educational attainment 93 $75,000 + 82 $50,000-$74,999 69 $30,000-$49,999 55% Less than $30,000/yr Household income 32 65+ 65 50-64 83 30-49 87% 18-29 Age 71 Men 70 Women 71% Total Adults Use the internet
    7. 7. Top 10 Online Activities http://www.pewinternet.org/trends.asp   Source: Pew Internet & American Life Project Tracking surveys (March 2000 – February-March) 08/2006 71 Buy a product 02-03/2007 72 Get news  05-06/2004 73 Get travel info 11/2004 78 Check the weather 02-03/2005 78 Research a product or service before buying it  08/2006 80 Look for health/med info 02-03/2007 83 Look for info on a hobby or interest 12/2006 86 Search for a map or driving directions 12/2006 91 Use a search engine to find information 02-03/2007 91 Send or read e-mail Most recent survey date % users report this activity Here are some of the things they do online: 
    8. 8. How People Shop Online http://www.doubleclick.com
    9. 9. <ul><li>In 2006 e-commerce sales (retail web and eBay) totaled an estimated $142.7 billion (Census Bureau of the U.S. Department of Commerce) </li></ul><ul><li>Expected growth of about 20% in 2007 (to about $171.2 billion). (eMarketer) </li></ul><ul><li>More moderate growth between 15% and 18% in the coming years. (eMarketer) </li></ul><ul><li>In 2007 the average web shopper will spend about $1,123 shopping online, a figure will grow by 14% to $1,279 by 2008 and 62.9% to $1,829 in 2011. (eMarketer and Internet Retailer, 2007) </li></ul>US Opportunities and Competition
    10. 10. UK Opportunities and Competition <ul><li>The value of Internet sales by businesses rose to £103.3 billion in 2005, an increase of 56% on the 2004 figure of £66.2 billion. </li></ul><ul><li>The value of Internet sales to households rose to £21.4 billion in 2005 from £16.5 billion in 2004, a rise of 29.7%. </li></ul><ul><li>14.6% of businesses sold over the Internet in 2005 (12% in 2004) while 56.3% made purchases over the Internet in 2005 (50.3% in 2004). </li></ul><ul><li>Internet purchases by businesses rose 50.4%, from £48.4 billion in 2004 to £72.8 billion in 2005. </li></ul><ul><li>69.8% of businesses had a website in 2005, compared to 66.9% of businesses in 2004. </li></ul>Office for National Statistics, e-Commerce survey , October 2006 (www.statistics.gov.uk)
    11. 11. Marketing Challenge <ul><li>The key marketing challenge for the future is to establish a true, meaningful, and lasting connection with the customer and perspective customer. (Pamela Danziger, Why People Buy Things They Don’t Need , 2004) </li></ul>http://www.whypeoplebuy.com/ E-Marketing shows a great potential to assist with overcoming this challenge
    12. 12. e -Marketing Definition <ul><li>“ Achieving marketing objectives through applying digital technologies.” (Dave Chaffey, www.davechaffey.com) </li></ul>
    13. 13. Components <ul><li>Message (email, search result, banner, referral, content placement, etc.) </li></ul><ul><li>Message delivery and analytics tool </li></ul><ul><li>Web-site including landing page </li></ul><ul><li>Shopping cart or subscription form </li></ul><ul><li>Web analytics tool </li></ul><ul><li>Leads Management </li></ul><ul><li>Survey Management </li></ul>
    14. 14. General Schema
    15. 15. General Schema
    16. 16. General Schema
    17. 17. General Schema
    18. 18. General Schema
    19. 19. General Schema
    20. 20. Stages of Customer Acquisition
    21. 21. Stages of Customer Acquisition Exposed to Message
    22. 22. Stages of Customer Acquisition Exposed to Message Noticed Message
    23. 23. Stages of Customer Acquisition Exposed to Message Noticed Message Interacted with Message
    24. 24. Stages of Customer Acquisition Exposed to Message Noticed Message Interacted with Message Visited Web Site
    25. 25. Stages of Customer Acquisition Exposed to Message Noticed Message Interacted with Message Visited Web Site Started Conversion
    26. 26. Stages of Customer Acquisition Exposed to Message Noticed Message Interacted with Message Visited Web Site Started Conversion Customers
    27. 27. Pros and Cons of E-Marketing <ul><li>Pros: </li></ul><ul><li>Effective if executed right </li></ul><ul><li>Inexpensive </li></ul><ul><li>Traceable </li></ul><ul><li>Minor tweaks can lead to great gains </li></ul><ul><li>Cons: </li></ul><ul><li>May hurt if not properly used </li></ul><ul><li>Requires involvement of decision makers </li></ul><ul><li>Too much data </li></ul><ul><li>Too many tools available </li></ul><ul><li>Never ends </li></ul>
    28. 28. How e- Marketing Class Helps <ul><li>Practical Knowledge to grow your business </li></ul><ul><li>Classes that available online on-demand </li></ul><ul><li>Access to a live instructor </li></ul><ul><li>100% guarantee </li></ul><ul><li>Certificate after successful test </li></ul><ul><li>Guiding resources (carefully selected to not overwhelm you) </li></ul>
    29. 29. How e- Marketing Class Helps <ul><li>Practical Knowledge to grow your business </li></ul><ul><li>Classes that available online on-demand </li></ul><ul><li>Access to a live instructor </li></ul><ul><li>100% guarantee </li></ul><ul><li>Certificate after successful test </li></ul><ul><li>Guiding resources (carefully selected to not overwhelm you) </li></ul>

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