The document discusses several ways that technology is changing the marketing landscape. It notes that advances in technology allow companies to manage large volumes of customer data, but this raises privacy concerns. It also explains that the typical family unit is becoming less common and marketing must adapt to changing social roles. Customers now expect instant responses and their tastes are changing rapidly, making it difficult to categorize them into segments. The document advocates constantly monitoring changes in both the internal and external environment to cope with changing marketing conditions.

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E-marketing strategies
SESSION 9
Mahesh Hemachandra
MBA (Australia), MSc in Mkt., BSc. (Hons) IT (UK),
MABE (UK), MBCS (UK), MCIM (UK), MCMI (UK)
THE CHANGING MARKETING LANDSCAPE
Buyers now expect an almost instantaneous response.
Customers do not appreciate having to wait for products or for
answers to problems.

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THE CHANGING MARKETING LANDSCAPE
Information Technology
• Advances in technology are allowing companies to manage huge volumes of information in databases.
• Concerns have been expressed in four areas:
• confidentiality of individual information
• consumer protection for those purchasing goods
• the legal system under which transactions take place
• concern over the difficulty of governments collecting sales taxes.
• The rapidly changing business environment of e-commerce is making it very hard to predict what will
happen in the near future.
• Over the longer term, a major difficulty arises in forecasting technological developments.
• The nations and companies who are first to develop a technological lead tend to grow as the technology
is embedded in new industries and products.
THE CHANGING MARKETING LANDSCAPE

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THE CHANGING MARKETING LANDSCAPE
Changing Social Roles
• The one-time typical family unit of husband, wife and two or three children is becoming
much less common as a higher divorce rate, later marriage and smaller families reshape the
household unit.
• There has been much debate about the fragmentation of families into cellular households in
which family members essentially do their own activities independently of other members.
• The family unit can expect to come under further pressures as new products, such as online
entertainment and information services, allow individual members to consume in
accordance with their own preferences rather than the collective preferences of the family.
THE CHANGING MARKETING LANDSCAPE
A New Marketing Landscape?
• Many academics and practitioners have been talking about "paradigm changes" in marketing, or the
emergence of a completely new marketing landscape.
• Buyers have become increasingly discerning and what they may have happily accepted a few years ago,
they will now reject.
• If a company does not meet their needs, then there is probably somebody else who will.
• Consumers' tastes have changed more rapidly than ever before and it is becoming increasingly difficult
to categories individuals into neat market segments.
• Amidst this new marketing landscape, a number of issues have arisen which may well define the new
approach to marketing. For example:
• Sell the Relationship, Not the Product
• Information is at a Premium
• Is Marketing an Art or a Science?

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THE CHANGING MARKETING LANDSCAPE
Coping with Change
It is fair to say that we can expect some if not all of the following:
• shortened product life cycles
• increased demand for specialist products
• ever-improving technology in transport and electronics
• pressure on companies from customers and governments
• changing tastes of buyers.
To cope with these, and any other likely changes, marketing managers must:
• be aware of the growth in awareness of rights on the part of customers
• deal fairly and honestly with customers, suppliers and competitors
• be ready to adapt to social changes such as changing tastes or priorities
• make the best use of research information gathered to keep abreast of change
• develop an awareness of the longer-term implications of short-term changes
• constantly monitor both internal and external environments.
THE IMPACT OF TECHNOLOGY ON MARKETING
We are now in an age where organisations, large and small, are embracing online marketing into their
marketing strategies and marketing mixes.
Five activities that are influenced by technology:
• information provision –
how information is provided to customers
• data and information acquisition –
how information about customers is accessed
• communication and relationship management –
how organisations communicate with customers
• transaction management –
management of payment for purchases
• distribution and logistics management –
how products are delivered to customers.

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THE IMPACT OF TECHNOLOGY ON MARKETING
THE IMPACT OF TECHNOLOGY ON MARKETING

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THE EFFECTS ON MARKETING STRATEGY
Click-to-call Technologies
Click-to-call technologies are increasingly being adopted as a means to communicate with consumers and
click-to-call buttons are appearing on corporate websites, emails and interactive advertisements as well
as search engine directory advertisements.
Self-service Technologies
Self-service technologies enable customers to facilitate the service themselves. They are to be found in
telephone banking, automated hotel check out and flight check-in, pay-at-the-pump terminals and
automatic teller machines (ATMs).
Click-only Companies
Organisations such as Amazon and Expedia do business online and distribute by post. Other organisations
such as Tiscali and BT provide internet and email connections for a fee. Transaction sites such as eBay
take commission for transactions conducted on their sites.
Click-and-brick Companies
Click-and-brick companies are organisations who manage to combine online marketing with established
tangible "brick" outlets, and so are able to offer customers more options.
Direct marketing
Direct marketing
Connecting directly with carefully targeted segments or
individual consumers, often on a one-to-one, interactive basis.
Beyond brand and relationship building, direct marketers usually
seek a direct, immediate, and measurable consumer response.
However, for many companies today, direct marketing is more
than just a supplementary channel or advertising medium — it
constitutes a complete model for doing business. Firms
employing this new direct model use it as the only approach.
Companies such as Amazon, eBay, and GEICO have built their
entire approach to the marketplace around
direct marketing

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Forms of direct marketing
Forms of direct marketing
Direct-mail marketing
Direct marketing by sending an offer, announcement, reminder,
or other item to a person at a particular physical or virtual
address.
Catalog marketing
Direct marketing through print, video, or digital catalogs that are
mailed to select customers, made available in stores, or
presented online.
Telephone marketing
Using the telephone to sell directly to customers.

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Forms of direct marketing
Direct-Response Television Marketing
Direct-response television (DRTV) marketing takes one of two major
forms.
Direct-response television advertising. Direct marketers air television
spots, often 60 or 120 seconds in length, which persuasively
describe a product and give customers a toll-free number or a Web
site for ordering. Television viewers also often encounter full 30-
minute or longer advertising programs, called infomercials, for a
single product.
Home shopping channels, another form of DRTV marketing, are
television programs or entire channels dedicated to selling goods
and services. Some home shopping channels, such as the Quality
Value Channel (QVC), Home Shopping Network (HSN), and
ShopNBC, broadcast 24 hours a day.
Forms of direct marketing
Kiosk Marketing
As consumers become more and more comfortable with digital
and touch-screen technologies, many companies are placing
information and ordering machines—called kiosks (good old-
fashion vending machines but so much more)—in stores,
airports, hotels, college campuses, and other locations.

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Forms of direct marketing
Viral marketing
The Internet version of word-
of-mouth marketing: Web sites,
videos, e-mail messages, or other
marketing events that are so
infectious that customers will want
to pass them along to friends.
Forms of direct marketing
Viral marketing involves creating a Web
site, video, e-mail, cell phone
message, advertisement, or other
marketing event that is so infectious
that customers will want to pass it along to
their friends.
Because customers pass the message
or promotion along to others, viral
marketing can be very inexpensive.
And when the information comes from a
friend, the recipient is much more likely to
view or read it.

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What is E-marketing?
E marketing or Electronic marketing refers to the application of marketing principles and techniques
via Electronic media and more specifically the Internet.
The terms E marketing , Internet Marketing, Online marketing are interchanged and frequently can be
considered synonymous
It is the process of marketing a brand using the marketing.
It includes both direct response marketing and indirect marketing elements and uses a range of
technologies to help connect business to their consumers.
It is the process of marketing a brand using the marketing.
It includes both direct response marketing and indirect marketing elements and uses a range of
technologies to help connect business to their consumers.
E-Marketing is Bigger than the Web
The Web is the portion of the internet that supports a graphical user interface for hypertext navigation
with a browser.
The Web is what most people think about when they think of the Internet.
The Web Is One Aspect of E-Marketing

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E-Marketing is Bigger than Technology
The internet provides individual users with convenient
and continuous access to information, entertainment,
and communication.
Communities form around shared photos, videos, and
online profiles.
The digital environment enhances processes and
activities for businesses.
Societies are enhanced through more efficient markets,
more jobs, and information access.
Global Internet Users