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The eMarketing Mix These ideas are taken from: Principles of eMarketing by Otilia Otlacan  www.TeaWithEdge.com
Objectives of this session To introduce the idea of the ‘eMarketing Mix’ New principles of marketing developed for on-line marketing Works alongside traditional Extended Marketing Mix
What is ‘eMarketing’?
‘ e-Marketing is Marketing that uses the internet as manifestation media.’   - Mark Sceats  ‘ e-Marketing is the sum of all activities a business conducts through the internet with the purpose of finding, attracting, winning and retaining customers.’  - CISCO Systems
The Extended Marketing Mix 4Ps + 3Ps Still underlies the main marketing strategy All elements should be mediated by the eMarketing Mix strategy Still focused on transactional exchange eMarketing Mix focuses on building relationships
The eMarketing Mix 2P + 2C + 3S  Personalization, Privacy,  +  Customer Service, Community,  +  Site, Security, Sales Promotion.
1: Personalisation The need to recognise and identify a certain customer in order to establish relations To gather all possible information in order to develop customized, personalized products and services. Can be applied to any component of the Marketing mix Example: Use of ‘cookies’ to gain personalised information of computer / web use.
2. Privacy Connected to ‘Privatisation’  How will personal information be used and protected?  Requires an agreed policy on access procedures and collecting information Must take into account existing regulations and legal aspects regarding collection and usage of personal information.
3. Customer Service A required support function in transactional situations. Should be treated as along term, on-going process. An essential pat of the eMarketing Mix Service & Support acts upon all elements of 4Ps
4. Community Generated by the nature of the internet A group of entities that interact for a common purpose is a "community“ The value of a network equals the square of the number of components.  So: the value of a community rises with the number of its members.  Customers / clients of a business can be seen as part of a community Encouraging interaction and community should be undertaken by the business Interactions among customer community impacts on all other functions of eMarketing.
5. Site The location where eMarketing interactions take place Available at any moment and from any place – a digital location for digital interactions. ‘ Site’ may be more than conventional website e.g. Palm Pilot or iPhone. This special location, accessible through all sort of digital technologies is mediates all other functions of e-Marketing
6. Security  Essential function of e-Marketing once transactions began to be performed through internet channels Needs to include: security during transactions performed on the website (not allowing third parties access to the transaction) security of data collected and stored, about our customers and visitors. Security safeguards should be communicated to customers
7. Sales Promotion  Widely used in traditional Marketing Strategy for immediate sales goals in terms of volume. eMarketer’s task is to find new possibilities and new approaches for developing an efficient promotion plan. Marketer needs to keep up with the latest internet technologies and applications
Conclusions: e-Marketing implies new marketing dimensions Revolve around the concept of relational functions  Essential in any e-Marketing strategy in order for it to be efficient and deliver results.

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E Marketing Mix

  • 1. The eMarketing Mix These ideas are taken from: Principles of eMarketing by Otilia Otlacan www.TeaWithEdge.com
  • 2. Objectives of this session To introduce the idea of the ‘eMarketing Mix’ New principles of marketing developed for on-line marketing Works alongside traditional Extended Marketing Mix
  • 4. ‘ e-Marketing is Marketing that uses the internet as manifestation media.’ - Mark Sceats ‘ e-Marketing is the sum of all activities a business conducts through the internet with the purpose of finding, attracting, winning and retaining customers.’ - CISCO Systems
  • 5. The Extended Marketing Mix 4Ps + 3Ps Still underlies the main marketing strategy All elements should be mediated by the eMarketing Mix strategy Still focused on transactional exchange eMarketing Mix focuses on building relationships
  • 6. The eMarketing Mix 2P + 2C + 3S Personalization, Privacy, + Customer Service, Community, + Site, Security, Sales Promotion.
  • 7. 1: Personalisation The need to recognise and identify a certain customer in order to establish relations To gather all possible information in order to develop customized, personalized products and services. Can be applied to any component of the Marketing mix Example: Use of ‘cookies’ to gain personalised information of computer / web use.
  • 8. 2. Privacy Connected to ‘Privatisation’ How will personal information be used and protected? Requires an agreed policy on access procedures and collecting information Must take into account existing regulations and legal aspects regarding collection and usage of personal information.
  • 9. 3. Customer Service A required support function in transactional situations. Should be treated as along term, on-going process. An essential pat of the eMarketing Mix Service & Support acts upon all elements of 4Ps
  • 10. 4. Community Generated by the nature of the internet A group of entities that interact for a common purpose is a "community“ The value of a network equals the square of the number of components. So: the value of a community rises with the number of its members. Customers / clients of a business can be seen as part of a community Encouraging interaction and community should be undertaken by the business Interactions among customer community impacts on all other functions of eMarketing.
  • 11. 5. Site The location where eMarketing interactions take place Available at any moment and from any place – a digital location for digital interactions. ‘ Site’ may be more than conventional website e.g. Palm Pilot or iPhone. This special location, accessible through all sort of digital technologies is mediates all other functions of e-Marketing
  • 12. 6. Security Essential function of e-Marketing once transactions began to be performed through internet channels Needs to include: security during transactions performed on the website (not allowing third parties access to the transaction) security of data collected and stored, about our customers and visitors. Security safeguards should be communicated to customers
  • 13. 7. Sales Promotion Widely used in traditional Marketing Strategy for immediate sales goals in terms of volume. eMarketer’s task is to find new possibilities and new approaches for developing an efficient promotion plan. Marketer needs to keep up with the latest internet technologies and applications
  • 14. Conclusions: e-Marketing implies new marketing dimensions Revolve around the concept of relational functions Essential in any e-Marketing strategy in order for it to be efficient and deliver results.