Topic 7 Emarketing management

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Topic 7 Emarketing management

  1. 1. Topic 7Emarketing ManagementE-Marketing And CustomerRelationship Management
  2. 2. Objectives• Define electronic marketing and commerce and recognize increasing importance in strategic planning• Understand characteristics of electronic marketing and differentiate them from traditional marketing• Examine how characteristics of electronic marketing affect strategy• Understand how electronic marketing and information technology facilitate customer relationship management• Identify legal/ethical considerations in electronic marketing 8|2
  3. 3. Using Technology And Information To Build Customer Relationships 8|3
  4. 4. Electronic Marketing• E-commerce – conducting business through telecommunications networks E-Commerce Analysis Tools• E-marketing – creating, distributing, promoting, and pricing products for targeted customers over the Internet Electronic Economy In Perspective 8|4
  5. 5. Consumer-Generated Electronic Marketing• Desire to learn about consumers’ opinions and experiences• Increased ability to exchange information between consumers 8|5
  6. 6. BlogsWeb-based journals in which peoplecan editorialize and interact with otherInternet users. 8|6
  7. 7. WikisSoftware that create an interface thatenables users to add or edit the contentof some types of websites (also calledwikis or wikipages).Wikipedia.org 8|7
  8. 8. Technologies That ProvideConsumers Marketing Information 8|8
  9. 9. Characteristics Of Electronic Marketing• Addressability• Interactivity• Memory• Control• Accessibility• Digitalization 8|9
  10. 10. AddressabilityA marketer’s ability to identify customersbefore they make a purchase. 8 | 10
  11. 11. CookieAn identifying string of text stored on awebsite visitor’s computer.What is an Internet cookie? 8 | 11
  12. 12. InteractivityThe ability to allow customers to expresstheir needs and wants directly to the firmin response to the firm’s marketingcommunications. 8 | 12
  13. 13. CommunityA sense of group membership or feeling ofbelonging by individual members. 8 | 13
  14. 14. MemoryThe ability to access databases or datawarehouses containing individual customerprofiles and purchase histories and usethese data in real time to customize amarketing offer. 8 | 14
  15. 15. DatabaseA collection of information arranged for easyaccess and retrieval.Data Mining 8 | 15
  16. 16. ControlCustomers’ ability to regulate theinformation they view and the rate andsequence of their exposure to thatinformation. 8 | 16
  17. 17. PortalA multiservice website that serves as agateway to other websites. 8 | 17
  18. 18. AccessibilityThe ability to obtain information availableon the Internet. 8 | 18
  19. 19. DigitalizationThe ability to represent a product, or atleast some of its benefits, as digital bitsof information 8 | 19
  20. 20. E-Marketing Strategies And Considerations• Product – Computers and related accessories biggest seller online – Customized orders – Services growing• Distribution – Order processing – Synchronization• Promotion – Augments traditional forms – Consumer in control• Pricing- More consumer information 8 | 20
  21. 21. Types OfAdvertising On Websites 8 | 21
  22. 22. Customer Relationship Management• Database Marketing• Customer Lifetime Value• Technology Driven – Customer support – Call-center software• Customer Satisfaction 8 | 22
  23. 23. Elements Of Database Marketing1. Identify/build database2. Differentiate messages to consumers3. Track relationships 8 | 23
  24. 24. Types Of Databases 8 | 24
  25. 25. Customer lifetime value (CLV)• In marketing, customer lifetime value (CLV), lifetime customer value (LCV), or user lifetime value (LTV) is a prediction of the net profit attributed to the entire future relationship with a customer.• The prediction model can have varying levels of sophistication and accuracy, ranging from a crude heuristic to the use of complex predictive analytics techniques. 8 | 25
  26. 26. Questions For CLV• Which customers receive preferential treatment?• What channels used to interact with customer?• Timing of offering to customer?• Which are good prospects?• Allocation of resources?• Method of monitoring customers? 8 | 26
  27. 27. Technology Drives CRM• Customer Contact Points – Telephone – Fax – Online – Personal• Data Analysis• Customer support/call-center software• Sales automation software 8 | 27
  28. 28. Customer Satisfaction and CRMCRM is about relationships, not technology – technology can help build long-term relationships 8 | 28
  29. 29. Legal/Ethical Issues In E-Marketing• Privacy• Spam- unsolicited commercial e-mail 8 | 29
  30. 30. AMA Code Of Ethics ForMarketing OnThe Internet 8 | 30

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