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16

  1. 1. Electronic Marketing <ul><li>Electronic marketing is normally associated with Internet marketing. </li></ul><ul><li>In practice, Internet marketing is integrated with database marketing and direct marketing. </li></ul><ul><li>Internet marketing captures data which feeds into the firm’s database, the database is used to generate profiles and lists which enable the firm to have effective direct marketing campaigns. </li></ul>
  2. 2. Benefits of Internet Marketing Convenience Information Price
  3. 3. Activities of the uses of a web-site <ul><li>Selling : hotel, cruise, and airline companies are using the Internet to distribute their products directly to the customer. </li></ul><ul><li>Communication: the Internet is an excellent medium to communicate what products are offered and the benefits of those products. </li></ul><ul><li>Providing Content: the companies should design the content which will drive customers back to the web site. </li></ul>
  4. 4. Web Site Development <ul><li>Build brand image, convey who the company is and what the company has to offer </li></ul><ul><li>Easy to navigate </li></ul><ul><li>Provide “contact us” access and respond quickly </li></ul><ul><li>Provide online purchase availability </li></ul><ul><li>Keep on the top of the search engines </li></ul><ul><li>Communicate with other devices. </li></ul>
  5. 5. Business-to-Business E-commerce <ul><li>Business to business commerce accounts for the majority of Internet commerce. This is in part due to the size of business-to-business transactions and the efficiencies the Internet offers businesses. </li></ul><ul><li>These Internet marketplaces match multiple purchasers with multiple sellers. The buyer receives the benefit of receiving offers from multiple companies and the seller has the advantage of being linked with multiple buyers. </li></ul>
  6. 6. Database Marketing Identifying Prospects Deciding Which Customers Should Receive a Particular Offer Deepening Customer Loyalty Reactivating Customer Purchases Database Marketing is the Process of Building , Maintaining , and Using Customer Databases and Other Databases for the Purposes of Contacting and Transacting With Customers. How Companies Use Their Databases:
  7. 7. Developing a Marketing Database System <ul><li>Databases should be relational, talk to each other, and integrate with each other. The system should be user friendly and available to various departments. </li></ul><ul><li>The data warehouse stores the information the company receives in a central repository of customer data. </li></ul><ul><li>Data mining is the exploration and analysis of a database by automatic or semiautomatic means to discover patterns or rules. </li></ul>
  8. 8. Developing a Marketing Database System (cont.) <ul><li>Managers need to make sure the data in the databases is clean and accurate which has no entry errors or duplication. </li></ul><ul><li>The information in the database should be more than names or addresses. Companies should inquire some information on person’s lifestyle or purchase information. </li></ul>
  9. 9. Customer Databases <ul><li>Customer Databases are an Organized Collection of Comprehensive Data About Individual Customers or Prospects Including: </li></ul><ul><ul><li>Geographic, </li></ul></ul><ul><ul><li>Demographic, </li></ul></ul><ul><ul><li>Psychographic, and </li></ul></ul><ul><ul><li>Behavioral Data. </li></ul></ul>
  10. 10. Using a database to create a competitive advantage <ul><li>Companies can utilize the database to create a competitive advantage based on the knowledge of their customers. </li></ul><ul><li>The database will provide information regarding customers’ likes and dislikes and which messages will be relevant to the customers. </li></ul>
  11. 11. Using a database to create a competitive advantage (cont.) <ul><li>The customer list generated from the database is critical component of a success. </li></ul><ul><li>Companies can utilize the database to provide better service to customers </li></ul><ul><li>Companies can utilize the database for service recovery </li></ul>
  12. 12. Direct Marketing Direct marketing is an interactive system of marketing which uses one or more advertising media to effect a measurable response and/or transaction at any location. Interactive Respond Measurable
  13. 13. Reasons for Growth of Direct Marketing Precision targeting Personalization Privacy Measurability
  14. 14. Forms of Direct Marketing Direct Mail Kiosk Marketing Online Marketing Telemarketing Direct-Response TV Marketing Catalog Face-to-Face Selling
  15. 15. E-Mail <ul><li>One of the problems with e-mail is the low cost of sending e-mails, which results in e-mail users receiving a lot of unwanted e-mails. The result is that more and more e-mail goes unopened and gaining permission to send someone an e-mail is becoming more important. </li></ul><ul><li>E-mail needs to provide detailed, useful, even driven information, and interaction with customers. </li></ul><ul><li>E-mail needs to integrate with web marketing. </li></ul>
  16. 16. Integrated Direct Marketing <ul><li>Direct marketing campaigns that use multiple vehicles and multiple stages to improve response rates and profits. </li></ul><ul><li>Marketers seek to improve response rates and profits by adding media and stages that contribute more to additional sales than to additional costs. </li></ul>
  17. 17. An Integrated Direct-Marketing Campaign Paid ad with a response channel Direct Mail Outbound Telemarketing Face-to-face sales call Continuing Communication
  18. 18. Objectives of Direct Marketing <ul><li>Sale of a product </li></ul><ul><li>Lead generation </li></ul><ul><li>Lead qualification </li></ul><ul><li>Maintenance of customer relationships </li></ul>

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