E-Marketing; Principles, Strategies and Toolkits by Dr. Babak Behboudi

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This presentation has been presented as a lecture in International Conference on Management in 21st Century and eMarketing Seminar of Mahan Business School, Iran.

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E-Marketing; Principles, Strategies and Toolkits by Dr. Babak Behboudi

  1. 1. Dr. Babak Behboudi Who is teaching you this course! International Positions:  International Institute of Marketing Professionals (IIMP®) Toronto, Canada Vice President of Globall Alliances fo Middle East and Oceania KM-FINANZ AG Turkey Leading German Based Holding Company B/S/H Hausgräte AG UAE Bosch & Siemens Home Appliances Poomar Industrial Corp. Iran Furniture and Office Supplies CELIMPEX Enterprises Inc. Hoding Canada EPC/Logistics/FMCG/Co nstruction Felesh Advertsising Agenc Iran Member of Board/ Chief Marketing Full service marketing, branding an advertising agency
  2. 2. CONTACT INFORMATION
  3. 3. • • • • • • • WORKSHOP AGENDA
  4. 4. 1 AN INTRODUCTION TO eMARKETING
  5. 5. • • • • eMARKETING DEFINED
  6. 6.       eMARKETING BENEFITS
  7. 7. • • • • • eMARKETING HISTORY
  8. 8. eMARKETING HISTORY eBusiness just becomes business!
  9. 9.       eMARKETING HISTORY
  10. 10. 2 eMARKETING vs. TRADITIONAL MARKETING
  11. 11.      eMARKETING VS. TRADITIONAL MARKETING
  12. 12. eMARKETING VS. TRADITIONAL MARKETING
  13. 13. Monologue One way Mass communication Static No interaction among customers Shotgun approach Hard to identify customers Hard to manage customers BEFORE AFTER Dialogue One-to-one marketing Real-time Dynamic Collaborative Segmented Rich customer interaction Rich customer data Customer CustomersSupplier Supplier Internet eMARKETING VS. TRADITIONAL MARKETING
  14. 14. AND BEYOND………….. ACME Branded site Site linking Small businesses B2B partners Industry Business resource Hubs - Regional - By industry - By application - Portals - Verticals Search engines - Regionally - Worldwide Outsource Partners Admin portal - Regional - Agent communities - By industry - By application - Portals First time visitors from search engines. Partners Other Blogs Other Blogs Forum A B C A B C PORTAL
  15. 15. 3 eMARKETING STRATEGIC ADVANTAGE
  16. 16. • Democratization of advertising • Reach: Collapsing barriers of time & space • Lower risk of product / services innovation • Lower cost / higher ROI – Digitization of all information – Virtual supply chains – Virtual markets – Virtual real-time interaction with customers & suppliers • Scalability • Ability to coalesce and reach increasingly fragmented markets • Streamline business process eMARKETING ADVANTAGES
  17. 17. • Democratization of advertising • Reach: Collapsing barriers of time & space • Lower risk of product / services innovation • Lower cost / higher ROI – Digitization of all information – Virtual supply chains – Virtual markets – Virtual real-time interaction with customers & suppliers • Scalability • Ability to coalesce and reach increasingly fragmented markets • Streamline business process eMARKETING STRATEGIC ADVANTAGES
  18. 18. eMARKETING STRATEGIC ADVANTAGES
  19. 19. 4eMARKETING PILLARS
  20. 20. eMARKETING PILLARS
  21. 21. eMARKETING PILLARS
  22. 22. eMARKETING PILLARS
  23. 23. 5eMARKETING MIX
  24. 24. eMARKETING MIX 2P 2C 3S
  25. 25. eMARKETING MIX 2P 2C 3S Personalization, Privacy + Customer Service, Community, + Site, Security, Sales Promotion.
  26. 26. 6eMARKETING STRATEGIES
  27. 27. • • • • • • • • • • – • • eMARKETING PARADIGM
  28. 28. eMARKETING STRATEGY CONSIDERATIONS eMarketing Strategy Customer Value Scope Price Revenue Resources Connected Activities Implementation Capabilities Sustainability
  29. 29. eMARKETING STRATEGY LEVELS Pure Play Enterprise Process Business Activity
  30. 30. eMARKETING STRATEGY LEVELS Efficiency & Cost Reduction ACTIVITY LEVEL
  31. 31. eMARKETING STRATEGY LEVELS PROCESS LEVEL Effectiveness & Costumer Retention
  32. 32. eMARKETING STRATEGY LEVELS ENTERPRISE LEVEL Pure plays are businesses that began on the internet. They represent the top level of the E- Business pyramid. Pure plays face significant challenges. They must compete as new brands. They may need to take customers away from established businesses. Redefining Your Business
  33. 33. eMARKETING STRATEGY LEVELS PURE PLAY LEVEL      Competitive Advantage
  34. 34. 6eMARKETING FACTS How Toolkits can help your Business
  35. 35. INTRODUCTING R4D MODEL

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