e-Marketing Training Overview

e-Marketing
Training

“ Overview of INTERNET

By : Kanaidi, SE., M.Si
Kanaidi, SE., M.Si
kana_ati@yahoo.com HP. 08122353284 1

Pengertian Internet

Internet :
• kependekan dari : interconnected-networking
• ialah sistem global dari seluruh jaringan komputer
yang saling terhubung menggunakan standar
Internet Protocol Suite (TCP/IP) untuk melayani
miliaran pengguna di seluruh dunia.

kana_ati@yahoo.com HP. 08122353284

Internet pada saat ini

Memungkinkan utk berkomunikasi secara langsung antara dua pengguna atau lebih
melalui program pengirim pesan instan seperti Camfrog, Pidgin (Gaim), Trilian, Kopete
, Yahoo! Messenger, MSN Messenger dan Windows Live Messenger

Budaya Internet

From Marketing Sherpa

Budaya Internet
• Jml pengguna yg besar  Budaya Internet
• Berpengaruh besar atas ilmu dan pandangan dunia
• Dengan mesin pencari seperti Google, pengguna di seluruh dunia
mempunyai akses Internet yang mudah atas berbagai macam informasi
• Dibanding dengan buku dan perpustakaan, Internet melambangkan
penyebaran (decentralization) / pengetahuan (knowledge) informasi
dan data secara ekstrem.
• Internet juga telah memengaruhi perkembangan ekonomi,
melalui berbagai transaksi jual beli e-commerce.
• memicu tumbuhnya transparansi pelaksanaan
pemerintahan melalui e-government


Tata tertib Internet

• dikenal dengan nama Nettiquette (netiket)
• Selain tata tertib sosial, juga diberlakukan
peraturan (UU ITE).


Akses Internet
• Sebagian dari rumah melalui Internet Provider
• 42% melalui fasilitas Public Internet Access
seperti: warnet , cybercafe, hotspot dll.
• Tempat umum lainnya : di kampus dan kantor.


The Internet is Different

• A rare example of a modern functional anarchy
• No official censors, no bosses, no board of directors, no
stockholders
• No one “owns” the Internet, there is no “Internet,
Incorporated”
• The “Internet” itself, doesn’t even officially exist as an
entity
• The “Internet” never charges for anything. Each group
accessing the internet is responsible for their own
machine and access


Evolution Of The Internet
Phase One:
Portals
Everywhere

Phase Two:
Simple
Transactions

Phase Three:
The
Digital Decade

The Internet Grows

• 600 million people access the internet
worldwide (2002 est.)
• 2002 e-commerce 1 trillion dollars (est.)
• 68% increase in e-commerce 2000 vs. 2001
• Over 1 billion web pages, 40 million sites


What are they doing online?

• More time
• More money
• More services
• Fewer sites


Impact of Internet on
media consumption
 23% Watch TV less often

 20% Read magazines less often

 15% Read newspaper less often

 9% Listen to radio less often

Source: (USA) Scarborough National Internet Study

Reaching consumers
throughout their media day

TV Print Outdoor Radio Online

7.00am Journey
Breakfast News Morning Paper To Work Breakfast Show Check News/
Mail
9.00am
11.00am Messenger

1.00pm Paper/Mags Out for Drive Time
Lunch News, Sport,
Finance
3.00pm
5.00pm Messenger

7.00pm Leisure Mags
Journey Home Drive Time Web Cast
9.00pm News, Ent,
Sport
11.00pm


Facebook in Higher Ed

• Out of 220 respondents, 117 were members
of Facebook
• When asked if they used Facebook for the
college, the number dropped to 64

64

156

e-Marketing
Training

What is e-Marketing?

kana_ati@yahoo.com
HP. 08122353284

17

e-Marketing

• Marketing concept

• Customer orientation

e-Marketing

e-Commerce and e-Business Relationship

E
B

E EM
EM EB = EM
B

a c
b

e-Marketing Plan

– Situation
– Objectives
– Strategy
– Tactics
– Action
– Control

e-Marketing

• Situation analysis

• Demand analysis

Products and
Brands

By Kanaidi, SE., M.Si
By :: Kanaidi, SE., M.Si
kana_ati@yahoo.com HP. 08122353284 22 22

Product Fundamentals

• Product - the market offer of a good, service,
idea, or other item of value
• Key criteria: buyer and use
– Who is the buyer?
– How will the product be used?
• Most products sold online are identical to offline
products
• Product is focus for other marketing mix
• Many consumers research products online,
purchase offline

Product Fundamentals (cont’d)

Types of Products Sold Online
Goods Services
• Durables – ex. counseling
– ex. washing machines
Digitals
• Non-durables – ex. Tickets; software;
– ex. shampoo news
• Disposables
Mixed
– ex. paper cups
– ex. computer and
• Perishables downloaded software
– ex. frozen foods

FOCUS: Digital Products
• Core product; license and service / support
• Product development process: Open Source?
– Linux; Firefox
• Product Augmentation
– Online news
• Your blog: A product ?

FOCUS: Digital Products
• Standards
– Proprietary versus Open
• Standards Setting
– QWERTY
– Railroad Gauge
– TCP/IP
– WINTEL

• The Internet facilitates product mass customization
• Large quantities of customized products semiproduced in
advance of sale
• Well-suited to Internet marketing, interactive environment
• Examples: cosmetics, cereal, apparel, music, shoes


Purchasing Products Online
Advantages Disadvantages
• Greater product assortment • Security and privacy risk
• Availability • Purchasing process breakdown
• Comparisons • Delivery risk
• Lack of sensory contact
• Information access
• Poor quality product pictures,
• Sales (mostly) untaxed distorted colors
• Access for shoppers in remote • S&h costs
areas • Complicated returns


Consumer Products
Classified by Buyer Habits, View of Process
Convenience Shopping
• Staples • Best suited to online sales
– Frequent Repurchase Specialty
• Emergency • Less well suited
– Crisis Unsought
– Non crisis
• Some unlikely
• Impulse products sold online

By : Kanaidi, SE., M.Si 9–29

Branding

• Branding is becoming more critical to online marketing
success as competition intensifies
• Cyber brands created by Amazon, eBay, AOL, Yahoo!,
Google, and others
• Bricks and mortar brands extended online - mixed
branding strategy
• Some cyber brands have also gone offline
• Online branding important for both consumer and
enterprise products
• True cyber brands are frictionless - digital inventory

Branding (cont’d)
• The domain name is a branding tool
• Should be meaningful, short, descriptive, associated
with product characteristics
• Domain names identify brands
• Creates awareness as well as addresses
• Caution: even great domain names can fail

Branding (cont’d)
• Must build brand awareness
– Online and offline promotions
– One line
• Must create, maintain, and protect the brand
• Risks
– Highly visible brand names, bad co-branding matches,
complaint sites

Place


Place Fundamentals

Figure : Marketing Channels

Place Fundamentals (cont’d)
• Supply channels
• Deliver upstream value
– Provide direct and indirect products
• Traditional ways of doing business have worked
against emarketplaces
– Private emarkets are more widely accepted
– Horizontal and vertical exchanges
• Supply channels often led by powerful
manufacturers or retailers

• Eprocurement is saving money
• Large corporations dragging their suppliers online
• Web-based supply systems also important
• More internet business expansions planned
• Online automated supply and resupply systems
expanding
• For more businesses, online supply channels squeeze
out costs


• Distribution channels
• Deliver downstream value to end users
• Digital direct distribution
• Multichannel distribution
• Channel agreements, structure
• Types of intermediaries
• Logistics/physical distribution
• Storage, handling, delivery
• Collaboration between producers, sellers, carriers

Place Issues
• Internet is changing many place traditions
• Some are traditional marketing in a new channel
environment
• Disintermediation
– Collapsing channels
– Goal: cost savings
– Some industries more threatened than others, particularly
travel agents
– Infomediaries

Place Issues (cont’d)
• Some cyberbrands reintermediating
• Threat of cyber channel cannibalization
• Metamediaries - or are they portals?
– Unique communities
– With or without commercial involvement
– Affinity, instruction, time/event, aspirational
• Automatic replenishment - rebuys
• Multilevel marketing

Consumer Channel Strategies
• Many online channel strategies are
evolutionary, not revolutionary
• What consumers want from online storefronts
– Convenience, information, speed, privacy and security,
service, simplicity, convergence
• Etailing - the third significant transformation
of the retail industry

(cont’d)

• Etailer decisions
– Service level – Returns
– Products and assortment – Trust
– Inventory turns – Facilitation
– Prices – Aftermarket service

• Shopping basket abandonment
• Content sites, P2P and auctions

• Focus: Digital Products
• Music Distribution
– Old Model Artist > Label > Retail > Product Bundle
– New Model ?

The Promotion
Mix

By Kanaidi, SE., M.Si
By :: Kanaidi, SE., M.Si

Promotion Fundamentals

Communicating Promotions Online

Sender > Message Channel Receiver

Feedback
Noise Can Occur Anywhere
• Computer crashes • Deletions
• Slow downloads • Multitasking
• DSL goes down • Viewer leaves computer

Promotion Fundamentals (cont’d)

Internet Promotions
Goals Types
• Build awareness • Advertising
• Brand and rebrand • Sales promotions (incentives)
• Position and reposition • Personal selling
• Increase traffic • Direct marketing
• Sell products • Publicity/public relations
• Remind
• Entertain


• Potential for being one-to-one in real time
• Pull and push characteristics
• Promotion mix used to create cyberbrands
• Offline promotions drive traffic online
• Online and offline used to remind
• Other points of contact also promote

• Promotion delivery channels
• Online pushed to viewer
• Offline using traditional promotion channels
• Oneline linking online and offline
– Internet advertisements in elevators, taxi cabs, other
forms
• Create buzz (positive word-of-mouth)

Promotion Issues
• Consumers exert control
– Ignore or close promotion windows
– Opt-out of receiving promotions
– Purge cookie file
– Ad-cutting software
• Aggressive tactics can be counterproductive
– Spawning pop-ups, pop-unders, pop-behinds
– Streaming audio
– Trapping

Promotion Issues (cont’d)
• Oneline promotion integrates, coordinates
online and offline
• Focused promotions help cut through growing
online promotion clutter
• Web clutter makes driving traffic to sites more
difficult

Promotion Issues (cont’d)

• Search engine advertising
– Highly contextual
– Early stages means opportunities
• Search Engine Optimization
– Title tag; Meta tags; keyword integration; update site;
network site; all pages
• Online promotions criticized
– Highly visible, intrusive
– Blocks access to a web site
– Slows download times
– Children, other vulnerable targets

Advertising Applications
• Banner ads still most commonly used
• Search engine advertising gaining ground
• Other forms: sponsorships, rich media, minimovies
(cybermovies), yellow pages, classifieds, webcast ads
• Metrics: CTR, CPM, CPC, CPA
• Disputes over metrics continue
– Standardization beginning to have an effect
– Discredited: hits, eyeballs, and other poorly measured
metrics

Sales Promotions and Permission
Email Marketing
• Sales promotions, particularly coupons,
popularity growing
• Permission email marketing
– Can be short-term
– Longer term strategy is more desirable
– Some states and EU moving against unsolicited email
(spam)

Cara PRAKTIS Membuat

Blog SPEKTAKULER
Bandung, 21 -SE.,Juni 2010
By : Kanaidi,
23 M.Si By : Kanaidi, SE., M.Si

Blogger

• Mungkin banyak orang memanfaatkan Blog
hanya untuk kesenangan pribadi. Misal sebagai
tempat curhat, menuliskan keluh kesah atau
pengalaman yang dia alami.
• Atau bisa juga untuk berbagi informasi,
menuliskan informasi penting agar banyak orang
yang bisa mengetahuinya. Sebagai tempat latihan
menulis juga bisa.
• Tujuan lainnya, blog bisa pula dipakai untuk
tempat menyimpan catatan-catatan penting atau
bahkan media bisnis.

Blog SPEKTAKULER
• Apapun tujuan anda ngeblog, yang jelas Blog
bisa pula mendatangkan keuntungan tak
terhingga untuk anda.
• Blog bisa mendatangkan uang tanpa henti
masuk ke kantong anda.
• Yang pasti Anda HARUS PUNYA Blog terlebih
dahulu (Cara Praktis dapat di baca pada Buku
“Cara Praktis Membuat Blog” oleh Kanaidi.
Agar Spektakuler, Ikuti KIAT berikut :

Agar Blog SPEKTAKULER
1. Tetapkan URL yang konsisten
2. Pilih topik yang tepat
3. Beri nama Blog dgn Menarik
4. Tampilkan content berkualitas
5. Promosikan blog anda
6. Tingkatkan keterampilan teknis
7. Lakukan riset dan evaluasi
8. Jangan surut langkah
9. Berani untuk berkorban

URL yang konsisten

• Dalam membuat blog, URL anda harus konsisten.
Maksudnya, jangan digonta-ganti. Sekali saja
anda mengganti URL blog, berarti anda harus
kerja keras mempopulerkannya kembali.
• Blog yang sudah mulai akrab dengan search
engine, akan hilang begitu saja.
• Begitupun koneksi yang telah anda bangun
selama ini. Karena itu URL sangat penting.
• Dalam menentukan URL, sebaiknya pilih nama
yang mudah diingat.

Pilih topik yang tepat

• Bekerja di bidang yang dicintai membuat kita
lebih mudah sukses. Saat membuat blog, hal ini
pun harus menjadi bahan pertimbangan. Jangan
memaksakan diri di bidang A kalau anda suka
bidang B.
• Bekerja di bidang yang anda sukai pasti membuat
anda lebih semangat.
• Kalau bingung mau memilih topik blog apa?
Gampang! Solusinya bisa anda temukan di cara
memilih topik blog yang menarik seperti magnet.

Pilihan TOPIK :
• PRODUK milik SENDIRI, atau
• PRODUK AFFILIASI.

BISA dipilih:
• Produk NYATA, atau
• Produk MAYA
• (e-Book/e-Journal, dll).

Nama Blog yang Membawa Hoki
• Lakukan Riset kecil-kecilan.
• Amati dan buka beberapa Blog lainnya.
• Cari tahu berapa pengunjungnya.
• Simpulkan Nama Blog anda.
Saran utk NAMA BLOG:
• Sesuai dengan isi.
• Gunakan dua kata.
• Coba cari beberapa alternatif.
• Tentukan.

Hal-hal yang sebaiknya ada (dimuat)
pada Blog Komersial Anda
• Setelah membahas dan mempelajari Cara
Praktis Membuat Blog beserta Teknik
Pemberian Nama Blog yang membawa Hokky,
maka kini tibalah saatnya kita mengisi konten
pada blog tersebut.
• Kiat sukses agar terjadi transaksi yang deras
atas produk yang ditawarkan pada Blog Anda,
sebaiknya pada konten Blog Anda tersebut
dilengkapi dengan hal-hal sebagai berikut :

Content Blog BERKUALITAS
1. Produk Anda terbuat dari bahan/material apa?
Termasuk apa saja Komposisi bahan/material
pada produk Anda?
2. Manfaat/kegunaan yang diunggulkan dari
produk Anda
3. Keunggulan/kelebihan produk Anda
4. Harga & Ukuran yang tersedia + Makna dari
desain
5. Cara Pemesanan & Cara Pembayaran
6. Kalimat bujukan

Promosikan blog anda

• Undang pengunjung sebanyak mungkin untuk
datang ke blog anda. Misal, dengan aktif
menulis di milis. Bisa juga dengan aktif
berkomentar di blog yang ramai
pengunjungnya. Bisa pula dengan
memanfaatkan social network yang sesuai
dengan target pembaca anda. Dan banyak
cara lainnya.
• Yang penting, anda jangan pernah berhenti
mempromosikannya. Memang mungkin
menghabiskan banyak waktu. Tapi hasil yang
anda tuai pasti sepadan dengan usaha anda.

Tingkatkan keterampilan teknis
• Setelah memiliki blog, jangan lupa untuk
meningkatkan keterampilan anda
mengelola blog. Banyak hal yang bisa
dipelajari seperti mengenai SEO, HTML, dan
lainnya. Dan mungkin tak akan pernah ada
habisnya.
• Yang penting, setelah anda pelajari,
langsung praktekkan. Biar pengetahuan
anda jadi melekat dan bermanfaat. Dengan
semakin menguasai hal teknis, blog anda
pasti akan tampil unik dan jauh lebih
menarik.

Lakukan riset dan evaluasi
• Jangan bosan untuk meningkatkan
kualitas blog anda.
• Untuk itu, lihat blog ‘tetangga’ dan
bandingkan dengan blog anda. Serap hal-
hal yang menurut anda baik untuk
diterapkan pada blog anda.
• Dengan selalu melakukan riset dan
evaluasi, blog anda pasti akan lebih baik
dari hari ke hari.

Jangan surut langkah
• Sekali anda memutuskan ngeblog, jangan
pernah mundur. Meski mungkin anda
menemui kenyataan tak seindah harapan.
Seperti meski anda sudah jungkir balik
promosi, tapi pengunjungnya cuma segitu
saja. Atau page rank blog anda masih ada di
urutan terbelakang.
• Sekali lagi, jangan pernah surut langkah.
Kesulitan itu sesuatu yang wajar. Dan anda
harus belajar menyelesaikannya. Hadapi
kesulitan anda, bukan dihindari!

Berani berkorban

• Orang Jawa bilang “jer besuki mawa bea”.
Ini pepatah lama yang tetap cocok sampai
kapanpun. Untuk meraih kesuksesan anda
harus berkorban lebih dulu.
• Jika anda telah memilih membuat blog,
kelolalah dengan baik. Jangan sia-siakan.
Fokuskan perhatian anda pada blog anda.

Nine Strategies for
Smart Email Marketing
Bandung, 21 -SE.,Juni 2010
By : Kanaidi, 23 M.Si By : Kanaidi, SE., M.Si
kana_ati@yahoo.com HP. 08122353284 kana_ati@yahoo.com


• How many emails do you get every day? And
how many of them do you read?
• The in-box has become a fierce battleground
for your subscribers' attention.
• So let's look at effective ways and strategies to
keep your email marketing messages from
becoming victims of the delete key.

Nine Strategies for
1. Attention requires permission.
2. Know your subscribers as individuals.
3. Personalize your email marketing campaigns.
4. Get your timing right.
5. Use Subject and Sender Wisely
6. Create a clear call to action.
7. Make Purchasing Easy
8. Test, measure, test, measure . . .
9. Be Brave in your email marketing campaigns.

Attention requires permission

• You can only get the recipient's attention if
you have the explicit permission to do so.
• The permission doesn't guarantee that your
email marketing campaign will be a success,
but if you send without permission and your
recipients get the feeling that you want to
force something down their throat, failure is
guaranteed.

Know your subscribers as individuals
• Email marketing works best as one-to-one marketing (soon,
in fact, this will be the only form of marketing that will
work).
• The goal is to create a dialogue with your customers
through messages tailored to several things: their
individual needs and interests, what products they
purchesed in the past (up-selling), other related products
you offer that they might benefit from (cross-selling), their
budget, etc.
• Creating this dialogue requires you to know a lot about
your members.

You can find out by :
• tracking and analyzing their behavior, and
• asking them.

Personalize your email marketing
• Even if one-to-one marketing is beyond your abilities,
personalization is a must. Greet recipients by name.
• If I get a bulk email, it feels much less bulky if it uses my
name -- and I'm more likely to read the message and
maybe risk a click or two.
• Often, you'll use the first name only, but for some
campaigns the last name will be more appropriate.
• Of course, one of the most crucial aspects of personalized
marketing is responding to individual requests. If members
send you email it means they have investigated and are
interested in your conferences.
• By failing to reply promptly, you will not only miss an
opportunity but you will probably lose a customer for life.
So make it a top priority to reply to all incoming mail within
24 hours

Get your timing right
• During holidays, people tend to be away from their
computers. When they return they'll get your message
along with a ton of other mail that has piled up.
• Chances are they will delete all but the most important
messages in a rush, without a second look. This is why
you should avoid conducting major email marketing
campaigns during December, January, July, and
August.
• What's the best day to send your email? This question
is probably overrated. Nevertheless, here's a simple
rule of thumb.
• If your message is of vocational interest and read at
work, send it on Wednesday or Thursday. If it's
primarily read at home and focuses on spare-time
activities, send it on Sunday.

Use Subject and Sender Wisely
• The Sender is the easier part. People don't take sweets
from strangers, and they don't read mail from
<mailer@mail.copycorp.com>. So don't use a mere email
address; include a real name. You can even send your
emails from a (hypothetical) real person's account.
• Writing killer subject lines is more difficult. You have only
about 40 characters to motivate your members to click and
read on.
• "What's in it for me?“
• Don't think you can trick recipients into opening your
message.
• "Want to Attend Widget World Convention at 20% off?"
• Avoid anything commonly found in the subject lines of
spam

Create a clear call to action
• Start by defining the desired action in your own
mind. Let's say you want your members to click
through to your site, read about your meeting,
and sign up by clicking through to your
registration form.
• Recipients need to know exactly what they
should do and what they can expect in return (as
in the instruction "Click Here for a 20% Discount
on Your Next Seminar"). Do keep the body of
your message and call to action short, but make
sure the message is long enough to present the
core benefits.

Make Purchasing Easy
• Design a special landing page for every
message you send (or for every call to action,
if a message contains more than one). You've
spent a lot of effort to get the recipient there;
don't strand them at this point by dumping
them into a page that fails to flow clearly from
your message to your desired action.
• Make purchasing easy at the landing page. For
example, if you have the member's name,
address, and credit card information, prefill
the form.

Test, measure, test, measure . . .
• Continuous testing allows you to improve your efforts
over time. Measuring click-through is a valuable tool,
but don't rely on it exclusively. Your goal is not to get
clicking customers but rather to generate satisfied
customers who repeatedly sign up for your
conferences and recommend you to others.
• In addition to tracking click-through rates, measure
your conversion rate, which tells you how many of the
recipients actually took the action you expected.
• This still does not track customer satisfaction. Repeat
purchases in response to your campaigns can serve as
an indicator of customer satisfaction. To get a better
understanding of how satisfied your customers are,
also conduct independent surveys or focus groups.

Be Brave in your email marketing
campaigns
• There are a hundred things to keep in mind when
designing an email campaign, and every single one
has its value.
• But if your message goes through too many filters, it
may end in the recipient's in-box as yet another
boring and conventional piece of email, quickly
dragged into the Trash folder.
• Sometimes, it pays to be brave, be creative, and risk
losing some people on your list if it results in a more
effective campaign overall.

Contact Us :
Ω Mapping Ω Problem Statement Ω Strategic Direction ►►► Conclusion

Kanaidi, SE., M.Si (Trainer & Dosen, Penulis,
Peneliti, dan PeBisnis)
e-mail : kana_ati@yahoo.com atau
kanaidi@poltekpos.ac.id
Telp : 022-2009570 ext.118
Fax : 022-2009568 HP. 0812 2353 284
www.ken-kanaidi.blogspot.com
www.ken-sukses.blogspot.com
www.pemimpin.unggul.com
www.google.com “Sukses kanaidi”
www.formulabisnis.com/?id=ken_kanaidi

84

e-Marketing Training Overview

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