Informative 2

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Informative 2

  1. 1. Marketing in the Digital Age 
  2. 2. Introduction and overview <ul><li>Advancement in technology </li></ul><ul><li>High revenue rates for Total Care company </li></ul><ul><li>Use of e-marketing strategies </li></ul><ul><li>Utilize both direct and indirect response </li></ul><ul><li>Help in connecting businesses to their customers </li></ul><ul><li>Digi-care services create more connections to customers </li></ul><ul><li>Results to higher rates of return </li></ul>
  3. 3. B2B (Business to Business e-marketing) <ul><li>Interaction between company and organizational customers </li></ul><ul><li>Situation analysis </li></ul><ul><ul><li>Internal audits </li></ul></ul><ul><ul><ul><li>Business, marketing and internet marketing </li></ul></ul></ul><ul><ul><ul><li>Audience composition and characteristics </li></ul></ul></ul><ul><li>External audits </li></ul><ul><ul><li>macro-economic environment </li></ul></ul><ul><ul><li>Market structures </li></ul></ul><ul><ul><li>Customer activity </li></ul></ul><ul><ul><li>Potential competitors </li></ul></ul>
  4. 4. <ul><li>Assessment of opportunities and threats (SWOT analysis) </li></ul><ul><li>Objective analysis </li></ul><ul><li>Strategy definition </li></ul><ul><li>Tactics used </li></ul><ul><li>Actions to be taken </li></ul><ul><li>Implementation </li></ul><ul><li>control </li></ul>
  5. 5. B2C e-marketing <ul><li>Deals and special offers from company </li></ul><ul><li>Response consumers looking for bargains and discount offers </li></ul><ul><li>Strong relationship between business and customer </li></ul><ul><li>Freedom and choices found in e-commerce </li></ul><ul><li>Stages </li></ul><ul><ul><li>Establish web presence </li></ul></ul><ul><ul><li>Provision of information </li></ul></ul><ul><ul><li>Get customers </li></ul></ul><ul><ul><li>Meet customer orders </li></ul></ul><ul><ul><li>Customer support and services </li></ul></ul>
  6. 6. <ul><li>Role of customers </li></ul><ul><ul><li>Needs and wants identification </li></ul></ul><ul><ul><li>Search of information to meet their needs </li></ul></ul><ul><ul><li>Evaluation of the sources </li></ul></ul><ul><ul><li>Make orders </li></ul></ul><ul><ul><li>Evaluate experience with products </li></ul></ul><ul><li>Role of company </li></ul><ul><ul><li>Determine percentage of customer businesses able to access internet </li></ul></ul><ul><ul><li>Percentage of individual customers accessing internet </li></ul></ul><ul><ul><li>Percentage which has access and willingness of purchasing online </li></ul></ul>
  7. 7. C2B (Consumer-to-Business) <ul><li>To attract customers to the business </li></ul><ul><li>Company’s policies </li></ul><ul><li>Building of quality brand for products and services </li></ul><ul><li>Differentiation from competitors </li></ul><ul><li>Customers identify with the company </li></ul><ul><li>Increase in market share of the company </li></ul>
  8. 8. <ul><li>Offer unique products at unique prices </li></ul><ul><li>C2B enhance certain activities to take place customers and the company </li></ul><ul><li>Customers make offers of used items </li></ul><ul><li>Will of the companies to trade in these items </li></ul><ul><li>Customers posts projects online enhance companies bid for the project </li></ul><ul><li>Company with best bid takes up the project </li></ul>
  9. 9. C2C (Consumer-to-Consumer) <ul><li>Customer to customer relationship company acts as a customer </li></ul><ul><li>Mutual benefit between the two </li></ul><ul><li>Such customers contribute a lot to the company hence need for maintaining them </li></ul><ul><li>Development of online partnership strategy </li></ul><ul><li>Create a more interactive relationship </li></ul>
  10. 10. <ul><li>Consumers offer used items for sale </li></ul><ul><li>Companies looking for items in turn become customers to purchase them </li></ul><ul><li>Represent person to person business </li></ul><ul><li>Company benefit from this relationship greatly in terms of products and services </li></ul>
  11. 11. Ethical and Cross-cultural considerations <ul><li>Privacy </li></ul><ul><ul><li>Information on customers and potential customers treated with care </li></ul></ul><ul><ul><li>Information should be used for the intended purpose </li></ul></ul><ul><ul><li>It should be handle by the right people </li></ul></ul><ul><ul><li>Policies and procedures to guard accessibility of the information </li></ul></ul><ul><li>Security </li></ul><ul><ul><li>Security on transaction performed on the web </li></ul></ul><ul><ul><li>Security on data collected and stored in regards to customers </li></ul></ul><ul><ul><li>Use of user names and passwords </li></ul></ul>
  12. 12. <ul><li>Individual social beliefs </li></ul><ul><ul><li>Strategy that do not affect the different peoples social and cultural beliefs </li></ul></ul><ul><li>Cultural values </li></ul><ul><li>Maintained through; </li></ul><ul><ul><li>Early interactions </li></ul></ul><ul><ul><li>Relationship growth strategies </li></ul></ul>
  13. 13. Implementation strategy process <ul><li>The four customer exchanges maintained </li></ul><ul><li>B2B customer exchanges; </li></ul><ul><li>Situation analysis, strategy, tactics, action and control analysis done </li></ul><ul><li>B2C, clear understanding of the company’s customers </li></ul><ul><li>C2B, customer attraction to the business </li></ul><ul><li>C2C, strategies to maintain the customer to customer relationship. </li></ul>
  14. 14. List of references <ul><li>China Click, (2006), SOSTAC e-marketing plan for B2B company , http://www.chinaclick.com.cn/resource/02.htm 26 Aug 2008 </li></ul><ul><li>Livraghi G. (2000), B2B, B2C, C2C, C2B , of http://www.gandalf.it/offline/off26-en.htm . 31 Aug 2008 </li></ul><ul><li>Otlacan, O. (2005, March 22). E-marketing Strategy: 7 Dimensions to consider (the e-marketing Mix) . Retrieved September 3, 2008, from http://ezinearticles.com/?e-Marketing-Strategy:-7-Dimensions-to-Consider-(the-e-Marketing-Mix)&id=21976 </li></ul><ul><li>Piszczalski M. (2008). What you need to know a bout B2B e-Marketing , http://www.autofieldguide.com/columns/0700it.html . 21 Aug 2008 </li></ul><ul><li>Smith R.P. & Chaffey D. (2002), E-marketing Excellence: The Heart of E-business , Published by Elsevier, ISBN 0750653353, P.7 </li></ul>

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