Modul: Internet Marketing

1. Modul 2 Internet Marketing Tr ainer : Aleksandar Bojovi ć Kragujevac 28.01.- 01.02.2008.

4. Product Or ientation Pro duction Orientation Sales Orientation Marketing Orientation Social Responsibility Orientation End of 17 th century - 1930 1950 1970

9. Starting point Fo c us Means Objectives (a) Sales c oncept (b) Marketing c oncept

12. Marketing mix Target market Product quality design characteristics b rend package size services warranty reclamation Prise pricelist discounts period for payment terms of payment Promotion sales promotion advertising sales force PR direct marketing Distribution distribution channels availability assortment location transport stocks

14. The age of the Internet Digitalization and Connectivity Explosion of Internet Usage New types of mediators Customization and customerization

15. STATISTICS OF INTERNET USAGE AND POPULATION Region Population ( 2007 estimation .) Population % of the world Internet usage, last available data % Population ( Penetration ) Usage % of the world Increasing of usage 2000-2007 Africa 941,249,130 14.2 % 44,234,240 4.7 % 3.5 % 879.8 % Asia 3,733,783,474 56.5 % 461,703,143 12.4 % 36.6 % 303.9 % Europe 801,821,187 12.1 % 343,787,434 42.9 % 27.2 % 227.1 % Bliski istok 192,755,045 2.7 % 33,510,500 17.4 % 2.7 % 920.2 % North America 334,659,631 5.1 % 237,168,545 70.9 % 18.8 % 119.4 % Latin America, Caribbean Islands 569,133,474 8.6 % 122,384,914 21.5 % 9.7 % 577.3 % Oceania / Australia 33,568,225 0.5 % 19,243,921 57.3 % 1.5 % 152.6 % Total 6,606,970,166 100.0 % 1,262,032,697 19.1 % 100.0 % 249.6 %

17. Over 1 500 000 users !!!

27. producer producer producer Electronic distribution channels Classical distribution channels Classical distribution channels Electronic distribution channels customers customers customers a) b) c)

28. Internet marketing e-mail ing Web site development Advertising and promotion over the Internet Creation of web communities

29. Content of marketing plan I Resume and content Short overview of marketing plan II Market analysis Analysis of sales, costs, profit, competition III Analysis of opportunities and KSF SWOT analysis and critical factors about the product IV Objectives Defining of objectives in terms of sales scale, market share and profit V Marketing strategy Presentation of integrated overall marketing approach used for fulfilling of aims VI Action plan Presentation of more detailed plans and time frames for meeting the objectives VII Planned income statement Foreseeing of financial results VIII Control Indicators and procedures for keeping track with plans

48. Company Logo The most important part of the site Main graphic – showing the purpose of the site Important text and other important things must not fall below visitors view, he must not scroll down in order to come to them Company contacts and main site navigation

52. The conversion funnel People who see your URL Visitor s to site Prospects Qualified Leads Buyers 2-4%

56. Jan Zimmerman Author, Web Marketing For Dummies Strategic Web Marketing & Site Man Watermelon Mountain Web Marketin 4614 Sixth St. NW Albuquerque, NM 87107 t: 505.344.4230 f: 505.345.4128 e: info@watermelonweb.com w: http://www.watermelonweb.com