eMarketing basics

1. E-MARKETING BASICS Presented by: Madina Domun (MBA – University of Mauritius)

2. Contents 1 2 3 4 5 6 7 8 Introduction to eMarketing Online Community Connected marketing process Web 2.0 Customer Interface Design SEM, SEO, PPC Conclusion Social Media

3. Introduction to eMarketing Marketing is the adaptive process by which firms collaborate with customers and partners to jointly create, deliver, and sustain value for all stakeholders (Ref: Prof. Victor) And e-Marketing is simply marketing done via the internet e-Marketing allows: Value co-creation with customers Global reach: New markets and global competition Traceable and measurable results One-to-one marketing Better conversion rate More interesting campaigns Personalization 24h marketing at lower cost

4. Connected Marketing Process 7 1 2 6 5 4 3 8 Sense value Define value Sustain value Realize value Customer Relationship Repository Augment value Communicate value Deliver value Capture value

5. Web 2.0 Social Web More interaction with end-user whereby the end-user is not only a user of the application but also a participant. SOA (Service-oriented Architecture) How Web 2.0 applications expose the functionality so as other applications can leverage and integrate the functionality providing a set of much richer applications What is Web 2.0? Examples: Tagging contents, blogging, podcasting, contributing to wiki Examples: Mash-ups, web services, RSS, Feeds RIA (Rich Internet Application) How do we bring the experience from desktop to browser whether it is from a graphical point of view or a usability point of view Examples: AJAX and Flash

6. Web 2.0 (cont’d)

7. Customer Interface Design – 7 C’s Context: Site’s layout and design Content: Texts, pictures, sound, videos Community: user to user interaction Customization: Ability to self tailor Connection: Links to other sites Communication: site-to-user & vice versa Commerce: Commercial transactions Careful attention should be paid while designing the interface of the website and it should meet the requirements of the 7 C’s in order to deliver value to end-users in terms of interactivity and individuality.

8. Online Community Online community – A set of interwoven relationships build upon shared interest that satisfy individual needs that would otherwise be unattainable (Ref: Dr Victor) Shared interest arising out of commonality Shared interest in activity Shared interest in information

9. Online Community (cont’d) Transfer of value in a community can be: user to administrator – subscription fees, … user to user – relationships , conversations, … administrator to user – reward points, supervised chats, …

10. Social media Share Anyone can promote anything to everyone Example: DIGG Publish Everyone can publish anything for everyone Example: Twitter Social Media Network Anyone can connect with everyone from anywhere Example: Facebook

11. Social media (cont’d)

12. SEM – Search Engine Marketing Search Engine Marketing – Improving the position of a website on a particular search engine Imagine that there are 40 millions websites on the Internet, how would you get visitors to your website, how would you drive traffic to your website? SEM SEO PPC Search engines are therefore used to find a particular website. With SEM, your website can be made visible and direct well targeted traffic to your website at a low cost. CP SP

13. SEM – Search Engine Marketing (cont’d)

14. SEO – Search Engine Optimization It defines the fundamental presence your website has on search engines SEO is all about delivering free traffic to your website SEO entails revamping your website: Technical architecture: how well structured your website is for web spiders Content: How well the contents of your website reflects what the users are searching for Offsite factors like linking: Directly affects your website position in its community and heavily influences Google ranking

15. SEO – Search Engine Optimization (cont’d) SEO = Improving your profile in the natural listings of a search engine Eye tracking studies have proven that there is a vast majority concentration on the left hand side (natural listings) of Google search engine. Over the long term, SEO will deliver bulk traffic to your website on a low cost and low risk basis. SEO works well with Pay per click

16. PPC – Pay per click Pay per click tends to be more tactical as compared to SEO which is rather strategic . PPC – Completely performance based, that is focus is on what is good about your campaign and identify weaknesses. For every user click, you pays. With PPC, you see results in days. Well managed PPC = Reduced cost per acquisition and increased ROI

17. Conclusion Internet Marketing = no geographical boundaries + business visibility increases Internet Marketing = create customer interaction and individuality -> leading to customer satisfaction + customer experience