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Csession 1 2
 

Csession 1 2

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    Csession 1 2 Csession 1 2 Presentation Transcript

    •  
    • Welcome TO THE ERA OF INTERNET MARKETING
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    • The Supply Chains: Channels and Flows The Traditional View Goods Information Funds Distributors Suppliers Mfr. Retailer Consumers
    • Global Supply Chains are being transformed The Contemporary View Supplier Consumer Distributor Manufacturer Retailer
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    • Yoox.com
      • e-Tailer focused in the fashion industry, started in 2000 by an Italian entrepreneur Federico Marchetti, Founder and CEO,
      • 300 well known and luxury brands The group operates in 53 countries
      • Sales of 2003: 22 millions €
      • Sales of 2005: 53 millions € (47% more than 2004)
      • Sales of 2007 91 millions € ( 38% more that 2006)
      • Reached the breakeven after 2 years (when the competitors was running out of business)
      • Target: Young consumers (51% of customers in the age group of 25-34 years)
    • The e-marketing Channel
      • The company’s website is customised in 28 versions: this differentiation involves different pricing, offer and communication for each single country.
      • Two thirds of customers are women; they look for high quality products and are used to making online purchases.
      • Their age ranges from 19 to 29 years
      • Customer can send the product back without producing any justification
      • 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.
    • The e-marketing Channel
      • The company’s website is customised in 28 versions: this differentiation involves different pricing, offer and communication for each single country.
      • Two thirds of customers are women; they look for high quality products and are used to making online purchases.
      • Their age ranges from 19 to 29 years
      • Customer can send the product back without producing any justification
      • 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.
    • MARKETING APPLICATIONS OF IM
    • AS AN ADVERTISING MEDIUM
    • A DIRECT RESPONSE MEDIUM
    • A PLATFORM FOR SALES TRANSACTIONS
    • A DISTRIBUTION CHANNEL
    • A RELATIONSHIP BULDING MEDIUM
    • E-business and e-commerce The distinction between buy-side and sell-side e-commerce
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    • 5 “S” of IM
    • Types of web presence
      • 1. Transactional e-commerce site:
        • Examples – Amazon, Dell
      • 2. Services-oriented/relationship building
        • Accenture, British Gas
      • 3. Brand Building site
        • Tango, Guinness
      • 4. Portal or media site
        • Yahoo!, Silicon.com
    • A generic internet marketing strategy development process
    • INTERNET MARKETING Vs TRADITIONAL MARKETING
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    • Interactivity and intelligence
    • Individualization
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    • Integration
    • 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
    • INDEPENDENCE OF LOCATION
    • INTERNET TECHNOLOGY
      • The Internet is a global system
      • of interconnected computer networks
      • that use the standard Internet Protocol Suite (TCP/IP) to serve billions of users worldwide.
      • 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.
      • 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.
    • Technology
      • DOMAIN NAMES: NAME OF WEB SERVER
      • .com represents any company such as http://www.travelagency.com
      • .co.uk represents a company based in the UK such as http://www.thomascook.co.uk/.
      • .ac.uk a UK based University (e.g. http://www.derby.ac.uk )
      • .org.uk or .org are not for profit organisations (e.g. www.greenpeace.org )
      • .net a network provider such as www.freeserve.net.
    • How it works – client/server
    • How it works - HTML
    • Internet, intranet and extranet