The document outlines the significance and components of e-marketing, defining it as achieving marketing objectives through digital technologies. It emphasizes the demographics of internet users, online shopping trends, and the challenges of building meaningful customer connections. Moreover, it discusses the pros and cons of e-marketing and suggests taking online courses to enhance practical knowledge for business growth.

1. e -Marketing Mykola Sarazhynskyy Introduction Revised January 2008

2. Outline Significance Opportunities Today’s Marketing Challenge E-marketing Definition Major Components Communication Channels Stages of Customer Acquisition Pros and Cons How to Use It to Your Advantage

3. Demographics of Internet Users http://www.pewinternet.org/trends.asp Source: Pew Internet & American Life Project, February 15 – March 7, 2007 Tracking Survey. N=2,200 adults, 18 and older. Margin of error is ±2% for results based on the full sample and ±3% for results based on internet users. Last updated June 15, 2007. 91 College + 81 Some College 61 High School 40% Less than High School Educational attainment 93 $75,000 + 82 $50,000-$74,999 69 $30,000-$49,999 55% Less than $30,000/yr Household income 32 65+ 65 50-64 83 30-49 87% 18-29 Age 71 Men 70 Women 71% Total Adults Use the internet

4. Demographics of Internet Users http://www.pewinternet.org/trends.asp Source: Pew Internet & American Life Project, February 15 – March 7, 2007 Tracking Survey. N=2,200 adults, 18 and older. Margin of error is ±2% for results based on the full sample and ±3% for results based on internet users. Last updated June 15, 2007. 91 College + 81 Some College 61 High School 40% Less than High School Educational attainment 93 $75,000 + 82 $50,000-$74,999 69 $30,000-$49,999 55% Less than $30,000/yr Household income 32 65+ 65 50-64 83 30-49 87% 18-29 Age 71 Men 70 Women 71% Total Adults Use the internet

5. Demographics of Internet Users http://www.pewinternet.org/trends.asp Source: Pew Internet & American Life Project, February 15 – March 7, 2007 Tracking Survey. N=2,200 adults, 18 and older. Margin of error is ±2% for results based on the full sample and ±3% for results based on internet users. Last updated June 15, 2007. 91 College + 81 Some College 61 High School 40% Less than High School Educational attainment 93 $75,000 + 82 $50,000-$74,999 69 $30,000-$49,999 55% Less than $30,000/yr Household income 32 65+ 65 50-64 83 30-49 87% 18-29 Age 71 Men 70 Women 71% Total Adults Use the internet

6. Demographics of Internet Users http://www.pewinternet.org/trends.asp Source: Pew Internet & American Life Project, February 15 – March 7, 2007 Tracking Survey. N=2,200 adults, 18 and older. Margin of error is ±2% for results based on the full sample and ±3% for results based on internet users. Last updated June 15, 2007. 91 College + 81 Some College 61 High School 40% Less than High School Educational attainment 93 $75,000 + 82 $50,000-$74,999 69 $30,000-$49,999 55% Less than $30,000/yr Household income 32 65+ 65 50-64 83 30-49 87% 18-29 Age 71 Men 70 Women 71% Total Adults Use the internet

7. Top 10 Online Activities http://www.pewinternet.org/trends.asp Source: Pew Internet & American Life Project Tracking surveys (March 2000 – February-March) 08/2006 71 Buy a product 02-03/2007 72 Get news 05-06/2004 73 Get travel info 11/2004 78 Check the weather 02-03/2005 78 Research a product or service before buying it 08/2006 80 Look for health/med info 02-03/2007 83 Look for info on a hobby or interest 12/2006 86 Search for a map or driving directions 12/2006 91 Use a search engine to find information 02-03/2007 91 Send or read e-mail Most recent survey date % users report this activity Here are some of the things they do online:

8. How People Shop Online http://www.doubleclick.com

9. In 2006 e-commerce sales (retail web and eBay) totaled an estimated $142.7 billion (Census Bureau of the U.S. Department of Commerce) Expected growth of about 20% in 2007 (to about $171.2 billion). (eMarketer) More moderate growth between 15% and 18% in the coming years. (eMarketer) In 2007 the average web shopper will spend about $1,123 shopping online, a figure will grow by 14% to $1,279 by 2008 and 62.9% to $1,829 in 2011. (eMarketer and Internet Retailer, 2007) US Opportunities and Competition

10. UK Opportunities and Competition The value of Internet sales by businesses rose to £103.3 billion in 2005, an increase of 56% on the 2004 figure of £66.2 billion. The value of Internet sales to households rose to £21.4 billion in 2005 from £16.5 billion in 2004, a rise of 29.7%. 14.6% of businesses sold over the Internet in 2005 (12% in 2004) while 56.3% made purchases over the Internet in 2005 (50.3% in 2004). Internet purchases by businesses rose 50.4%, from £48.4 billion in 2004 to £72.8 billion in 2005. 69.8% of businesses had a website in 2005, compared to 66.9% of businesses in 2004. Office for National Statistics, e-Commerce survey , October 2006 (www.statistics.gov.uk)

11. Marketing Challenge The key marketing challenge for the future is to establish a true, meaningful, and lasting connection with the customer and perspective customer. (Pamela Danziger, Why People Buy Things They Don’t Need , 2004) http://www.whypeoplebuy.com/ E-Marketing shows a great potential to assist with overcoming this challenge

12. e -Marketing Definition “ Achieving marketing objectives through applying digital technologies.” (Dave Chaffey, www.davechaffey.com)

13. Components Message (email, search result, banner, referral, content placement, etc.) Message delivery and analytics tool Web-site including landing page Shopping cart or subscription form Web analytics tool Leads Management Survey Management

14. General Schema

15. General Schema

16. General Schema

17. General Schema

18. General Schema

19. General Schema

20. Stages of Customer Acquisition

21. Stages of Customer Acquisition Exposed to Message

22. Stages of Customer Acquisition Exposed to Message Noticed Message

23. Stages of Customer Acquisition Exposed to Message Noticed Message Interacted with Message

24. Stages of Customer Acquisition Exposed to Message Noticed Message Interacted with Message Visited Web Site

25. Stages of Customer Acquisition Exposed to Message Noticed Message Interacted with Message Visited Web Site Started Conversion

26. Stages of Customer Acquisition Exposed to Message Noticed Message Interacted with Message Visited Web Site Started Conversion Customers

27. Pros and Cons of E-Marketing Pros: Effective if executed right Inexpensive Traceable Minor tweaks can lead to great gains Cons: May hurt if not properly used Requires involvement of decision makers Too much data Too many tools available Never ends

28. How e- Marketing Class Helps Practical Knowledge to grow your business Classes that available online on-demand Access to a live instructor 100% guarantee Certificate after successful test Guiding resources (carefully selected to not overwhelm you)

29. How e- Marketing Class Helps Practical Knowledge to grow your business Classes that available online on-demand Access to a live instructor 100% guarantee Certificate after successful test Guiding resources (carefully selected to not overwhelm you)