1. Subject – Marketing Management
Topic – E-Marketing

2. What is E-Marketing?
E-Marketing is the sum of all activities a business
conducts through the internet with the purpose of
finding, attracting, winning and retaining customer.

3. The E-Marketing Mix
2P + 2C + 3S
Personalization, Privacy
+
Customer Service, Community
+
Site, Security, Sales Promotion

4. The E-Marketing Mix
2P + 2C + 3S
Personalization, Privacy
Personalization -
 The need to recognize and identify a certain customer in
order to establish relations.
 The gather all possible information in order to develop
customized, personalized products and services.
 Can be applied to any component of the Marketing Mix.
 Example: Use of cookies to gain personalized information
of computer / web use.

5. The E-Marketing Mix
2P + 2C + 3S
Personalization, Privacy
Privacy -
 Connected to ‘Privatization’
 How will personal information be used and
protected?
 Requires an agreed policy on access procedures and
collecting information
 Must take into account existing regulations and
legal aspects regarding collection and usage of
personal information.

6. The E-Marketing Mix
2P + 2C + 3S
Customer Service, Community
Customer service -
 A required support functions in transactional
situations.
 Should be treated as along term, on going process.
 An essential part of the eMarketing Mix.
 Service and support acts upon all elements of 4Ps.

7. The E-Marketing Mix
2P + 2C + 3S
Customer Service, Community
Community -
 Generated by the nature of the internet.
 A group of entities that interact for a common purpose
is ‘community’.
 The value of a network equals the square of the number
of its members.
 Customers/clients of a business can be seen as part of a
community.
 Interacting among customer community impacts on all
other functions of eMarketing.

8. The E-Marketing Mix
2P + 2C + 3S
Site, Security, Sales Promotion
Site -
 The location where eMarketing interactions take
place.
 Available at any moment and from ant place – a
digital location for digital interactions.
 This special location , accessible through all sort of
digital technologies is mediates all other functions
of e-marketing.

9. The E-Marketing Mix
2P + 2C + 3S
Site, Security, Sales Promotion
Security -
 Essential function of eMarketing once transactions
began to be performed through internet channels.
 Need to include:
- Security during transactions performed on the website
(not allowing third parties access to the transaction)
- Security of data collected and stored, about our
customers and visitors.
 Security safeguards should be communicated to
customers

10. The E-Marketing Mix
2P + 2C + 3S
Site, Security, Sales Promotion
Sales promotion -
 Widely used in traditional marketing
 Strategy for immediate sales goals in terms of volume.
 eMarketer’s task is to find new possibilities and new
approaches for developing an efficient promotion plan.
 Marketer needs to keep up with the latest internet
technologies and applications.

11. What are the eMarketing business benefits?
The key advantage eMarketing has over various other
forms of marketing is that the activity you undertake
such as email, advertising banners and search
engine marketing is in the same medium as where
the user will find or buy your product – online!

12. E-Marketing has a number of other benefits including:
Branding
Direct Response
Targeting
Tracking
Return on Investment

13. E-Marketing has a number of other benefits including:
Branding –
An organization's products, services, offers and logos
can be displayed visually and sometimes with
streaming video and audio, on the Internet.
Direct Response
Targeting
Tracking
Return on Investment

14. E-Marketing has a number of other benefits including:
Branding
Direct Response –
eMarketing is very fast; users can respond to
marketing instantly. This allows business to receive
more immediate results from promotional and
advertising efforts via the Internet.
Targeting
Tracking
Return on Investment

15. E-Marketing has a number of other benefits including:
Branding
Direct Response
Targeting –
Technologies such as personalisation and geo-coding
where users are visiting from - can help marketers
target very niche audiences, quite often speaking to a
very hard to reach group. This allows businesses to
tailor different promotional and advertising messages
and offers to each group.
Tracking
Return on Investment

16. E-Marketing has a number of other benefits including:
Branding
Direct Response
Targeting
Tracking –
The strongest element of eMarketing is that
everything is track-able and results can be seen almost
instantly. This means if something is not working, you
can stop it. If it is working, you can do more of it!
Return on Investment

17. E-Marketing has a number of other benefits including:
Branding
Direct Response
Targeting
Tracking
Return on Investment –
Because tracking eMarketing is so strong, you can
ensure that you can always stay on top of your return
on investment. Being able to determine how many
people clicked on a banner advertisement or email link
allows business owners to calculate their return on
investment quite easily and provide accountability
often not associated with other forms of marketing.

18. How E-marketing is better than traditional marketing?
 Internet Marketing is More Measureable
 Internet Marketing Makes Strategic Decisions Based
on Facts
 Internet Marketing Is Better at Reaching Your Target
Audience
 Internet Marketing is a Constant Source
 Internet Marketing Provides Better Word-of-Mouth
 Internet Marketing Can Increase Conversions More

19. How E-marketing is better than traditional marketing?
 Internet Marketing is More Measureable -
Internet marketing allows you to see exactly what you are paying
for. Traditional marketing takes a little more trust that the impact
of your efforts is helping your bottom line. With Internet
marketing you can see real facts and every detail that leads to
reaching your goals and determine your ROI.
 Internet Marketing Makes Strategic Decisions Based on
Facts
 Internet Marketing Is Better at Reaching Your Target
Audience
 Internet Marketing is a Constant Source
 Internet Marketing Provides Better Word-of-Mouth
 Internet Marketing Can Increase Conversions More

20. How E-marketing is better than traditional marketing?
 Internet Marketing is More Measureable
 Internet Marketing Makes Strategic Decisions Based on Facts –
Internet marketing can make decisions based on detailed analytics. The
best way to really know how effective your marketing approach is to see
exactly what the audience is responding positively too. Internet
marketing allows you to study every detail about your audience in real
time. You can study data from every phase in your conversion funnel that
includes: how people found your website; what they do once they are on
your site; and what led to your conversations. You can make adjustments
to your campaign at any point to increase the effectiveness of your
campaign.
 Internet Marketing Is Better at Reaching Your Target Audience
 Internet Marketing is a Constant Source
 Internet Marketing Provides Better Word-of-Mouth
 Internet Marketing Can Increase Conversions More

21. How E-marketing is better than traditional marketing?
 Internet Marketing is More Measureable
 Internet Marketing Makes Strategic Decisions Based on Facts
 Internet Marketing Is Better at Reaching Your Target
Audience –
Traditional marketing is known for its reach to a mass audience. There are
ways that traditional marketing can target certain demographics
depending on a television channel or show, radio station genre or
industry magazine. However, traditional marketing will never be able to
target as precisely as Internet marketing. With Internet marketing you
can target even the smallest audience based on a variety of things.
Internet marketing also does a great job of targeting your advertising
spend so that you know all of your money is being spent in the most
effective way.
 Internet Marketing is a Constant Source
 Internet Marketing Provides Better Word-of-Mouth
 Internet Marketing Can Increase Conversions More

22. How E-marketing is better than traditional marketing?
 Internet Marketing is More Measureable
 Internet Marketing Makes Strategic Decisions Based on Facts
 Internet Marketing Is Better at Reaching Your Target Audience
 Internet Marketing is a Constant Source –
When you hear or see a television or radio ad it is there one
minute and then it is gone. If you catch an ad in passing and you
missed some information you cannot go back and review it. Print
is a little better for this but newspapers and magazines do get
thrown out after a week or month. Internet marketing provides
you a permanent address online that people can visit anytime they
want. Even if someone does not know about your company they
can do searches based on what you offer and find you in the search
engines.
 Internet Marketing Provides Better Word-of-Mouth
 Internet Marketing Can Increase Conversions More

23. How E-marketing is better than traditional marketing?
 Internet Marketing is More Measureable
 Internet Marketing Makes Strategic Decisions Based on Facts
 Internet Marketing Is Better at Reaching Your Target Audience
 Internet Marketing is a Constant Source
 Internet Marketing Provides Better Word-of-Mouth –
Word-of-mouth is still the most effective marketing for producing
conversions. Social Media is an aspect of Internet marketing that allows
people to build a community and let others spread positive feedback
about your product or service. When you develop evangelists for your
company, with Social Media Marketing, your message will be spread
quickly because more people are speaking for you. People will normally
trust word-of-mouth much more than traditional ads that try to convince
you about the benefits of a product or service.
 Internet Marketing Can Increase Conversions More

24. How E-marketing is better than traditional marketing?
 Internet Marketing is More Measureable
 Internet Marketing Makes Strategic Decisions Based on Facts
 Internet Marketing Is Better at Reaching Your Target Audience
 Internet Marketing is a Constant Source
 Internet Marketing Provides Better Word-of-Mouth
 Internet Marketing Can Increase Conversions More –
No matter what your goal, Internet marketing can increase your
conversions month after month. The reason Internet marketing is more
effective at delivering conversions is that you can study every detail of
what is working and what might not be working. It takes the guessing
game out of it. You can continue to place more emphasis on the tactics
that are working and eliminate anything that is not effective. Internet
marketing also provides an environment where you can safely test new
ideas so that you are always pushing to improve your campaign's
performance.Traditional marketing develops a campaign and then hopes
that it will work. This makes it difficult for traditional agencies to test new
ideas or even look into all of the details to determine the effectiveness of a
campaign.

25. Thank You