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Online Marketing


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My understanding of e-Marketing

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Online Marketing

  1. 1. Online Marketing<br />Prepared by Landry Takeu<br />
  2. 2. Summary of my Experience<br />Solution Marketing Officer – Alcatel-Lucent<br />HR project Manager – Electrolux<br />National President – AIESEC Cameroon<br />
  3. 3. Summary of the presentation<br />Definition of e-Marketing<br />Strategy<br />Objectives <br />Tools<br />Challenges<br />Measurement<br />
  4. 4. e-Marketing<br />Marketing is "the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large. AMA<br />e-Marketing is the use of information technology in the process of :<br /><ul><li>Creating communication
  5. 5. Delivering value to customers
  6. 6. Managing customer relationships
  7. 7. Facilitating / booting sales</li></ul>e-Marketing is the fusion between traditional marketing and information technology.<br />
  8. 8. Strategy<br />Who are the customers/ audience?<br />Motivation<br />Goals / needs<br />Decision making process<br />Expectations<br />etc.<br />How are they currently interacting with the brand?<br />What are the objectives?<br />What tools are available to support the objectives?<br />What are the metrics for success?<br />
  9. 9. Objectives <br /> Sell- Grow the sell<br />Serve – Add value<br />Speak- Get closer<br />Save – Save cost<br />Sizzle- Reinforce the brand value online<br />Ref: Smith, P.R. and Chaffey, D. (2001) eMarketingeXcellence: at the heart of eBusiness. Butterworth Heinemann, Oxford, UK.<br />
  10. 10. Tools<br /><ul><li>Organization's website
  11. 11. SEM (SEO)
  12. 12. Email marketing
  13. 13. Online banners
  14. 14. Online advertising
  15. 15. Blogs
  16. 16. Social Media (Facebook, LinkedIn, Twitter, Flickr, etc)</li></li></ul><li>Challenges<br />Intimacy violation<br />Spam<br />Usability of the website and other online platforms<br />Quality of content<br />Resources ( Dedicated and knowledgeable employees)<br />
  17. 17. Measurement<br />Number of people and time spent on the website<br /><ul><li>Visitor loyalty
  18. 18. Bounce rate
  19. 19. Traffic sources/referrals </li></ul>Click-through rate of e-newsletters<br />Clicks on banners and ads <br />Search engine optimisation<br />Number of conversations engaged<br />Reaction of customers /prospects <br />
  20. 20. Interesting facts<br />Over 50% of Facebook fans and Twitter followers say they are more likely once engagedto buy or recommend a product or service<br />Chadwick Martin Bailey survey_ Feb 2010<br /><br />Facebook users exposed to both a homepage ad and brand mentions in their newsfeed were three times as likely to remember the ad and be aware of the brand than viewers of the homepage ad only. Purchase intent was four times as great among viewers of any marketing with a social component compared with users exposed to just a traditional ad. <br /> survey on Social ads boost brand metrics_ April 2010<br /><br />
  21. 21. Thank you<br /><br /><br /><br />