This document provides an overview of e-marketing from a textbook. It defines key terms like e-business, e-commerce, and e-marketing. It discusses how the internet continues to grow globally and the implications for businesses and customers. It outlines the objectives of e-marketing using the 5S model: sell, serve, speak, save, and sizzle. It also covers e-definitions, types of e-commerce sites, the dynamic dialog with customers, and using the internet as a sales, customer service, communication, cost reduction, and brand building tool.

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 & PR
Smith, Elsveir Science

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. 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. 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. Relationship between
E-Business, E-Commerce, & E-Marketing

6. Type of E-Commerce

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. 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. 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. 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. – 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. – 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. Reference Text
Chapter 1 of “eMarketing Excellence” 3rd
Edition, 2008, by Dave Chaffey & PR
Smith, Elsveir Science