Using the internet to market products and services 11b

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Using the internet to market products and services 11b

  1. 1. Using theInternetto marketproducts andservices
  2. 2. Agenda• Internet Marketing• The Internet Marketing Mix
  3. 3. What is Internet MarketingThe application of the internet andrelated digital technologies to achievemarketing objectives.It requires a comprehensive strategythat combines the companys businessmodel, sales goals and customerrelationship management with its webpresence, focusing on its target marketthrough proper choice of design,functionality and media.
  4. 4. What is Internet MarketingLimitations • Digital literacy • Internal capabilities • Intangibility • Security
  5. 5. What is Internet MarketingUses of Internet by companies • Be • Show • Promote • Sell • Support
  6. 6. What is Internet MarketingAdvantages • Cost • Convenience • Simplicity • Effectiveness • Measurability • Target / relevance
  7. 7. Internet Marketing
  8. 8. Internet Marketing
  9. 9. Internet Marketing
  10. 10. Internet Marketing
  11. 11. Agenda• What is Internet Marketing• The Internet Marketing Mix
  12. 12. Internet Marketing MixeProduct• Specific internet based services and products (e-commerce and media) • eBay • Amazon Kindle • iTunes
  13. 13. Internet Marketing MixeProduct•Specific internet based servicesand products•Improving the core product • Mass customization
  14. 14. Internet Marketing MixeProduct•Specific internet based servicesand products•Improving the core product • Mass customization • Customer driving
  15. 15. Internet Marketing MixeProduct•Specific internet based servicesand products•Improving the core product • Mass customization • Customer driving • Customer feedback
  16. 16. Internet Marketing MixeProduct•Specific internet based servicesand products•Improving the core product•Augmenting the core product • Servicing
  17. 17. Internet Marketing MixeProduct• Specific internet based services and products• Improving the core product• Augmenting the core product • Servicing • Recommendations
  18. 18. Internet Marketing MixePlace• Ano(the)r sales channel • Main company site • Third party sites • Affilate sites • Social Network • Digital Stores/Markets
  19. 19. Internet Marketing MixePlace• Ano(the)r sales channel• The long tail
  20. 20. The Long Tail PHYSICAL RETAILER (FNAC) SALES HYBRID RETAILER (AMAZON) DIGITAL RETAILER (iTUNES) TITLES source: wired.com; © Chris Anderson
  21. 21. The Long Tail source: wired.com; © Chris Anderson
  22. 22. The Long Tail source: wired.com; © Chris Anderson
  23. 23. Internet Marketing MixePrice• Price transparency - Benchmark• Special Internet prices • Pay per use / download • Special Discounts • Promotional codes • Refund Policies • Volume pricing
  24. 24. Internet Marketing MixePrice• Price transparency - Benchmark• Special Internet prices• Is Internet Free ?
  25. 25. Is Internet Free? © Chris Anderson
  26. 26. Internet Marketing MixePromotion• Ways to promote your product /service online: • Use new media • Support the buying process • Social Networks • Integrate with offline campaigns
  27. 27. • E-zine
  28. 28. • E-zine• Banners
  29. 29. • E-zine• Banners• Interactives
  30. 30. • E-zine• Banners• Interactives• Blogs
  31. 31. • E-zine• Banners• Interactives• Blogs• Text ads
  32. 32. • E-zine• Banners• Interactives • SEO – Search Engine Optimization• Blogs • PPC – Pay per Click• Text ads • Paid Inclusion• SEM
  33. 33. • E-zine• Banners• Interactives• Blogs• Text ads• SEM• Messenger
  34. 34. • E-zine• Banners• Interactives• Blogs• Text ads• SEM• Messenger• RSS
  35. 35. • E-zine• Banners• Interactives• Blogs• Text ads• SEM• Messenger• RSS• Viral Videos
  36. 36. • E-zine• Banners• Interactives• Blogs• Text ads• SEM• Messenger• RSS• Viral Videos• Augmented Reality
  37. 37. • E-zine• Banners• Interactives• Blogs• Text ads• SEM• Messenger• RSS• Viral Videos• Augmented Reality• Apps
  38. 38. • E-zine• Banners• Interactives• Blogs• Text ads• SEM• Messenger• RSS• Viral Videos• Augmented Reality• Apps• Social Networks
  39. 39. Referenceshttp://sensacom.com/web_glossary.htmlhttp://joedrumgoole.com/blog/2006/05/29/web-20-vs-web-10/http://www.oreillynet.com/pub/a/oreilly/tim/news/2005/09/30/what-is-web-20.htmlhttp://www.marketing-insights.co.uk/wnim0602.htm#_Toc12064587http://www.marketing-insights.co.uk/wnim0702.htm#_Toc14255486http://creativezone.eyeblaster.com/Data/Uploads/ResourceLibrary/10Things_branding.pdfhttp://en.wikipedia.org/wiki/Web_marketinghttp://www.squidoo.com/sethhttp://www.wired.com/techbiz/it/magazine/16-03/ff_free?currentPage=1http://www.wired.com/wired/archive/12.10/tail.html

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