Internet marketing (theory)

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Internet marketing (theory)

  1. 1. “Marketing is the management process responsible for identifying, anticipating and satisfying customer requirements profitably.”So, Internet Marketing must mean identifying, anticipating and satisfying customer requirements via the Internet. Source: Chartered Institute of Marketing, UK © Melissa How, 2010
  2. 2.  e-Marketing: the use of electronic communications technology (media) to achieve marketing objectives Digital Marketing: the use of digital technologies to achieve marketing objectives Internet / Web Marketing: the application of the Internet/Web to achieve marketing objectives See, they almost mean the same thing... Reference: Chaffey (2009) © Melissa How, 2010
  3. 3.  e-Business: all electronically mediated information exchanges, both within an organisation and with external stakeholders, supporting the range of business processes, e.g. e-Commerce, R&D, logistics, administration, etc. Intranet: a secure network within a single company that enables staff to access company information and communicate with collaborators using web tools, such as email and web browsers. Extranet: a secure network that enables internal and external stakeholders, such as staff, customers, suppliers, etc., to access information and communicate with collaborators using web tools, such as email and web browsers. Reference: Chaffey (2009) © Melissa How, 2010
  4. 4.  e-Commerce: all electronically mediated financial and non-financial transactions between an organisation and it’s stakeholders, e.g. online sales, inbound enquiries, outbound email, etc. Sell side e-Commerce: all electronic business transactions between a supplier organisation and its customers. Buy side e-Commerce: all electronic transactions between a purchasing organisation and its suppliers. Reference: Chaffey (2009) © Melissa How, 2010
  5. 5.  Search Engine Marketing: promoting an organisation through search engines by delivering relevant content in the search listings and encouraging searchers to click-through to a website Display Advertising: paid ad placements using graphical or rich media ad units within a web page to achieve goals of delivering brand awareness Viral Marketing: a marketing message intended to be communicated from one person to another, facilitated by different media, such as word of mouth, email or websites Reference: Chaffey (2009) © Melissa How, 2010
  6. 6.  Multi-channel Marketing: customer communications and product distribution are supported by a combination of digital and traditional channels at different points in the buying cycle Affiliate Marketing: where referring sites (publishers) receive a commission on sales or leads (merchants) Email Marketing: outbound electronic communications from a company to customers or prospects to encourage purchase or brand goals Reference: Chaffey (2009) © Melissa How, 2010
  7. 7. The Internet: Marketing ApplicationsAdvertising medium: creating awareness of brands and productsDirect-response medium: links and call-to-actions that prompt conversionsChannel for sales transactions: enabling purchases onlineLead generation method: attracting sales enquiriesDistribution channel: directing electronic products to customersCustomer service mechanism: providing information and support to help withcustomer satisfactionRelationship building medium: stimulating purchase and loyalty © Melissa How, 2010
  8. 8. Measurability Reach and Low-cost Cost-control and access accountability Market Market Market Databasediversification development penetration development Campaign CRM Micro-targeting Personalisation integration © Melissa How, 2010
  9. 9. METHOD TECHNIQUE Advertising • Digital display • Pay-per-click advertising Selling • Virtual sales staff • Affiliate marketing Sales Promotion • Incentive programs and initiatives • Loyalty programsDIGITAL MEDIA MIX Public Relations • Online editorial • Blogs • Social networking Sponsorship • Sponsoring online event, site, service, tools or materials • Product placement Direct Marketing • Email • e-Newsletters • Catalogue distribution Merchandising • Promotional ad serving • E-alerts • Personalised recommendations • Virtual tours • Product Demonstrations Seminars • Webinars • Whitepaper distribution • Pod-casts Word-of-Mouth • Viral marketing • Affiliate Marketing • Forward to a friend • Links © Melissa How, 2010
  10. 10. MELISSA HOWMarketing ConsultantStrategy PlanningDigital MarketingMaster of Entrepreneurship & Innovation (MEI)Masters of Commerce (Marketing)www.marketingwise.com.au@Marketing_WiseFacebook.com/melissathowLinkedin.com/in/melissa.t.howMelbourne, Australia © Melissa How, 2010

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