Session 4 E-Marketing Elective

1. Evolution of Internet for Marketing > Evolution of internet marketing > Chapter 1 (Dave Chaffey & PR Smith, 3/e) Class Presentation | Session 4 | 24 Aug 2010

2. Marketing Mix – the 4Ps How internet relates to marketing and its Ps Product Either its an internet product OR product is on internet (most cases) E-Marketing 2

3. Marketing Mix – the 4Ps How internet relates to marketing and its Ps Product Its an internet product In this case, internet is the best medium to give information Internet shall be the key element Example: Yahoo! Finance What are they selling? USERS: Usability of their portal More and more “views” BUSINESSES: Advertising E-Marketing 3 BUSINEESSES USERS

4. Marketing Mix – the 4Ps How internet relates to marketing and its Ps Product Product is on internet Internet is one of the mediums to communicate Interactive marketing options available Example: Maggi Consumer brand Internet used extensively to “interact”with customers E-Marketing 4 INTERNET FOR INTERACTING

5. Marketing Mix – the 4Ps How internet relates to marketing and its Ps Price Use internet to determine pricing strategy (research) AND/OR Use special pricing for internet Example: Airblue Pioneers in e-ticketing in Pakistan World’s (only?) paperless airline Get up to an additional 7% off when you buy your tickets online. Every ticket, every time. There's never been a better reason to book your next trip on web! E-Marketing 5

6. Marketing Mix – the 4Ps How internet relates to marketing and its Ps Promotion Biggest use of internet for marketing Different forms and options Online Advertising Email marketing Search Engine Marketing Social Media Marketing E-Marketing 6

7. Marketing Mix – the 4Ps How internet relates to marketing and its Ps Place Use internet as a POS (Point of Sales) i.e. a channel of selling Example: Symbios.pk Selling for others Selling for self A complete channel E-Marketing 7

8. SOSTAC® model E-Marketing 8

9. Situation The wired up world Extensive use of internet increasing all the time B2B, B2C , C2C, C2B E-Marketing 9 SOSTAC® model

10. Situation Different options for online presence Transactional e-commerce siteamazon.com | ebay.com Service-oriented relationship building siteforrester.com | accenture.com Brand-building siteunilever.com.pk | Portal or Media sitetime.com | cnn.com Social networking or community sitefacebook.com | linkedin.com E-Marketing 10 SOSTAC® model

11. Situation E-definitions Alternative relations E-Marketing 11 SOSTAC® model

12. Situation Sloppy e-marketing Some DOs:To lose customers! E-Marketing 12 SOSTAC® model

13. Objectives The 5S SellUse internet as a sales channel ServeUse internet as a customer service channel SpeakUse internet to interact with customers SaveTake advantage of technology and save on operational costs SizzleCreate an “online” presence OR even an “online” brand E-Marketing 13 SOSTAC® model

14. Strategy A comprehensive e-strategy Tactics Tools for accomplishing different tasks Action Implementing Control Monitoring & corrective action E-Marketing 14 SOSTAC® model

15. Key concepts used in E-marketing > Terms, Definitions and Concepts related to internet > Important terms & definitions for e-marketing Class Presentation | Session 5 | 27 Aug 2010