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01 introduction to e-marketing


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01 introduction to e-marketing

  1. 1. Introduction to E- Marketing Instructor: Dr. Rizwan Ahmed University of Central Punjab (UCP) Faculty of Management Studies (FMS)Referece Text:Chapter 1 of “eMarketing Excellence” 3rd Edition, 2008, by Dave Chaffey & PRSmith, Elsveir Science
  2. 2. The eWorld• The Wired up world – Internet continues to grow with almost 2 billion users – Billions of dollars worth money flows through wires – Electronic technologies are evolving rapidly – The connected world • Everyone is connected, and everything will be connected through – Computer (desktop, laptop) – Mobile (PDAs, Tablets, Cell phones) – Interactive digital tv – Interactive kiosks – Convergence of devices – Huge implications for businesses and customers – Future of competitive advantage lies in e-world
  3. 3. Understanding e-Environment– E-Defintions– Types of E-Commerce– E-Marketing Mix– E-models • E-Marketplaces • E-Revenue models • E-Communication models • E-Buying models– E-Customers– E-Channels & Devices
  4. 4. E-Definitions• E-business includes e-commerce but also covers internal processes such as procurement, production, inventory management, product development, risk management, finance, knowledge management and human resources which makes use of e-technologies.• E-commerce covers outward-facing processes that touch customers, suppliers and external partners, including sales, marketing, order taking, delivery, and customer service. E-Marketing• E-Marketing: Communicating or promoting a product, service, idea, image, or skill that may carry certain value/benefit to the intended audience, using e-channels and e-technologies OR Using e-channels and e-technologies to support marketing activities to acquire and retain customers profitably
  5. 5. Relationship betweenE-Business, E-Commerce, & E-Marketing
  6. 6. Type of E-Commerce
  7. 7. Types of E-Commerce Sites• Types of E-Commerce Sites – Transactional – Service oriented or relationship building – Brand building websites – Portal or media sites – Social networks or community sites
  8. 8. E-Marketing: The Dynamic Dialog• The dynamic dialog with customer – The UK Chartered Institute of Marketing (CIM) define marketing as • ‘The management process responsible for identifying, anticipating and satisfying customer needs profitably ’ – How E-Marketing helps a dynamic dialog? – Identify Needs from • comments, suggestions, requests, complains via email, discussion boards, chat rooms, other social interactions • sales data • online surveys • secondary sources – Anticipate Customer Needs by • Talking to them • Profiling – Satisfy Customer Needs by • Quick response • Quick deliveries and status updates • Value added services • After sales services
  9. 9. E-Marketing Objectives: The 5-S Model• Objectives of E-Marketing (the 5S Model) – Needs clear objectives – Sell: Grow market share, find new markets, develop new products, develop new markets – Serve: customer services is everything – Speak: talk, listen, and get closer – Save: money, time and effort – Sizzle: build your brand, enhance you image
  10. 10. Sell: Internet as a Sales Tool• Anything can be sold online• Some products and services are researched online but bought offline – So, mixed model selling is a must for most business (online lead, offline sale)• Point of purchase and point of consumption can be different (e.g. tickets buying)• Selling what to whom (see figure)
  11. 11. – Serve: Internet as Customer Service Tool • Web presence can be used to add value for a customer at pre-sale, during sale, and after sale support • Answer customer queries • Help customers • Status updates • Helps building switching costs– Speak: Internet as a communication tool • Convey your message • Listen, talk, and get closer to customer and suppliers • Directly understand customers’ attitudes, behaviors, interests, buying patterns
  12. 12. – Save: Internet as a cost reduction tool • Money, time and effort • customer service cost, transaction cost, printing and stationary cost, distribution cost, sourcing cost, communication • Customer Service Saving: FedEx (2-5), Dell (5-10), • Transaction cost: over the counter (1 USD) vs. online (1 cent) • Self service: Ultralase let customer select the type treatment • Sorucing: GE saves millions through online sourcing • Printing: reports, manuals, brochures, • Space: less storage space needed with paperless environment • Communication: email, chat, internet phone– Sizzle: Internet as a brand building tool • Sometimes brand image is only real difference between same products • Build trust, recognition and relationship
  13. 13. Reference TextChapter 1 of “eMarketing Excellence” 3rd Edition, 2008, by Dave Chaffey & PR Smith, Elsveir Science