Csession 1

388 views
285 views

Published on

0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
388
On SlideShare
0
From Embeds
0
Number of Embeds
7
Actions
Shares
0
Downloads
1
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Csession 1

  1. 2. Welcome TO THE ERA OF INTERNET MARKETING
  2. 7. The Supply Chains: Channels and Flows The Traditional View Goods Information Funds Distributors Suppliers Mfr. Retailer Consumers
  3. 8. Global Supply Chains are being transformed The Contemporary View Supplier Consumer Distributor Manufacturer Retailer
  4. 13. Yoox.com <ul><li>e-Tailer focused in the fashion industry, started in 2000 by an Italian entrepreneur Federico Marchetti, Founder and CEO, </li></ul><ul><li>300 well known and luxury brands The group operates in 53 countries </li></ul><ul><li>Sales of 2003: 22 millions € </li></ul><ul><li>Sales of 2005: 53 millions € (47% more than 2004) </li></ul><ul><li>Sales of 2007 91 millions € ( 38% more that 2006) </li></ul><ul><li>Reached the breakeven after 2 years (when the competitors was running out of business) </li></ul><ul><li>Target: Young consumers (51% of customers in the age group of 25-34 years) </li></ul>
  5. 14. The e-marketing Channel <ul><li>The company’s website is customised in 28 versions: this differentiation involves different pricing, offer and communication for each single country. </li></ul><ul><li>Two thirds of customers are women; they look for high quality products and are used to making online purchases. </li></ul><ul><li>Their age ranges from 19 to 29 years </li></ul><ul><li>Customer can send the product back without producing any justification </li></ul><ul><li>Three millions visitors each month, 190,000 orders, 400,000 items; number of items proposed on the website is between 100,000 and 150,000 depending upon season. More than 4,000 new daily arrivals. </li></ul>
  6. 15. The e-marketing Channel <ul><li>The company’s website is customised in 28 versions: this differentiation involves different pricing, offer and communication for each single country. </li></ul><ul><li>Two thirds of customers are women; they look for high quality products and are used to making online purchases. </li></ul><ul><li>Their age ranges from 19 to 29 years </li></ul><ul><li>Customer can send the product back without producing any justification </li></ul><ul><li>Three millions visitors each month, 190,000 orders, 400,000 items; number of items proposed on the website is between 100,000 and 150,000 depending upon season. More than 4,000 new daily arrivals. </li></ul>
  7. 16. MARKETING APPLICATIONS OF IM
  8. 17. AS AN ADVERTISING MEDIUM
  9. 18. A DIRECT RESPONSE MEDIUM
  10. 19. A PLATFORM FOR SALES TRANSACTIONS
  11. 20. A DISTRIBUTION CHANNEL
  12. 21. A RELATIONSHIP BULDING MEDIUM
  13. 22. E-business and e-commerce The distinction between buy-side and sell-side e-commerce
  14. 24. 5 “S” of IM
  15. 25. Types of web presence <ul><li>1. Transactional e-commerce site: </li></ul><ul><ul><li>Examples – Amazon, Dell </li></ul></ul><ul><li>2. Services-oriented/relationship building </li></ul><ul><ul><li>Accenture, British Gas </li></ul></ul><ul><li>3. Brand Building site </li></ul><ul><ul><li>Tango, Guinness </li></ul></ul><ul><li>4. Portal or media site </li></ul><ul><ul><li>Yahoo!, Silicon.com </li></ul></ul>
  16. 26. A generic internet marketing strategy development process
  17. 27. INTERNET MARKETING Vs TRADITIONAL MARKETING
  18. 29. Interactivity and intelligence
  19. 30. Individualization
  20. 32. Integration
  21. 33. Disintermediation: The elimination of organizations or business process layers responsible for certain intermediary steps in a value chain, reducing costs to the consumer Reintermediation: The shifting of the intermediary role in a value chain to a new source, adding additional value to the consumer INDUSTRY RESTRUCTRING
  22. 34. INDEPENDENCE OF LOCATION
  23. 35. INTERNET TECHNOLOGY
  24. 36. <ul><li>The Internet is a global system </li></ul><ul><li>of interconnected computer networks </li></ul><ul><li>that use the standard Internet Protocol Suite (TCP/IP) to serve billions of users worldwide. </li></ul><ul><li>It is a network of networks that consists of millions of private and public, academic, business, and government networks of local to global scope that are linked by a broad array of electronic and optical networking technologies. </li></ul><ul><li>The Internet carries a vast array of information resources and services, most notably the inter-linked hypertext documents of the World Wide Web (WWW) and the infrastructure to support electronic mail. </li></ul>
  25. 37. Technology <ul><li>DOMAIN NAMES: NAME OF WEB SERVER </li></ul><ul><li>.com represents any company such as http://www.travelagency.com </li></ul><ul><li>.co.uk represents a company based in the UK such as http://www.thomascook.co.uk/. </li></ul><ul><li>.ac.uk a UK based University (e.g. http://www.derby.ac.uk ) </li></ul><ul><li>.org.uk or .org are not for profit organisations (e.g. www.greenpeace.org ) </li></ul><ul><li>.net a network provider such as www.freeserve.net. </li></ul>
  26. 38. How it works – client/server
  27. 39. How it works - HTML
  28. 40. Internet, intranet and extranet

×