This document provides an overview of strategies for reaching customers through e-marketing. It discusses understanding customers by knowing their motivations, expectations, fears and the online buying process. It emphasizes the importance of building relationships and communities to retain customers. Different strategies are outlined, including online advertising, email marketing, search engine marketing, and social media marketing. Case studies are presented for various industry players to illustrate these concepts. The overall focus is on how to effectively engage with customers through electronic and digital channels.

1. Reaching to Customers through E-marketing> Detailed: Knowing the Customer(s)> Different Strategies for Reaching to Customers> Quiz 1 (based on Session 4-7)Class Presentation | Session 9 | 14 Sep 2010

2. Reaching to Customer through E-MarketingKnowing the Customer(s)Introduction to e-Customers – BackgroundCustomers are becoming an important part of the communication mixThey talkback and also “shout” back80% consumers say they wont go back to brand if experienced bad customer service (2008 figure – it was 68% in 2006)Viral power has increased tremendously….Consider:Coke’s Mentos GeyserLay’sGlobally diverse consumers: “internationalization” of campaigns“Think Global”Changed media consumption: internet has a significant shareCustomers sensitive of privacy: Use online surveys with cautionE-Marketing2

3. Reaching to Customer through E-MarketingKnowing the Customer(s)Introductions to e-Customers – Ideal CustomersThose who buy more…..(?)WRONGThose who give you “time” not money!They pay attentionGive feedbackShare information with othersBecome “partners”And yes….they buy (in whatever quantity)They help/influence ‘others’ buy (or even otherwise)Brand Evangelists rather than just ‘purchasers’A caring consumer manifests a committed customer – long-time engagementE-Marketing3

4. Reaching to Customer through E-MarketingKnowing the Customer(s)MOTIVATIONSUnderstanding why customers go online and what do they do thereTop 5Finding information about goods/servicesE-mailingServices related to travellingInfo from Public AuthoritiesInternet bankingInternet shoppers hate real shopping? NO – they just want more info &better dealsRespond to their motivations and offer multipleoptions of finding informationConsider 6Cs:Content | Customization | Community | Convenience | Choice | Cost ReductionE-Marketing4

5. Reaching to Customer through E-MarketingKnowing the Customer(s)EXPECTATIONSWhat customers are expecting onlineRaised Expectations with higher standards in:ServiceConvenienceDeliveryPricing & ChoicesHow to manage expectationsUnderstanding Expectations (for delivery, service level)Setting and Communicating the service promise (through statements, guarantees)Delivering the Service Promise (by ensuring logistical and backend support)E-Marketing5

6. Reaching to Customer through E-MarketingKnowing the Customer(s)FEARS AND PHOBIASWhat scares customers onlineCommonly known/realizedIdentity thefts, SCAMS, Credit card lossLack of PrivacyHoaxesLess commonFear of inaccurate or too much informationLoss to our personal lives, family relations etc.Ways to prevent:Clear Privacy StatementsFollow privacy and security guidelines of respective regions/countriesMake privacy a top priorityIndependent/3rd party certifications (Truste, Verisign)Focus on service qualityUse content to explain/help them in their actionsBetter site design to give a better user experienceRemember: Price doesn’t rule the web, trust does!E-Marketing6

7. Reaching to Customer through E-MarketingKnowing the Customer(s)THE ONLINE BUYING PROCESSDifferent steps in using internet to purchaseSimilar to Five-step model given by Kotler (Marketing Management, 12/ed.)Steps involved in Buying Process (typical):Problem RecognitionInformation SearchEvaluationDecisionAction (Sale)Post-SaleWhat is different nowA compressed process because of ease of internetSupplier search primarily through Comparison sitesCustomer reviews easily available through User Generated ContentBrand is more important because of trustE-Marketing7

8. Reaching to Customer through E-MarketingKnowing the Customer(s)ONLINE INFORMATION PROCESSINGHow consumer sees it allFive stages of On-site information processingExposureHow is information presentedAttentionWhat keeps the viewer attentiveReview using latest technology – heatmaps is also possibleComprehension and PerceptionHow consumer is understanding and perceiving informationYielding and AcceptanceWhether they accept it or notRetentionA good site design stays in mindE-Marketing8

9. Reaching to Customer through E-MarketingKnowing the Customer(s)RELATIONSHIPSImportance of making loyal customers onlineRetaining Customers is five times beneficialOnline it can be ten times beneficialRelationships are built on same “ladder of Loyalty” as of marketing:From Suspects to ProspectsFrom Prospects to CustomersFrom Customers to ClientsFrom Clients to AdvocatesHow to do it?First: target “ideal customers”Second: Delight them not satisfy themDell’s Example – Loyalty Drivers for DellOrder FulfillmentProduct PerformancePost Sales Service & SupportE-Marketing9

10. Reaching to Customer through E-MarketingKnowing the Customer(s)COMMUNITIESHow to use online communitiesOnline Communities are easy to form and can be of several types/origin based on:Purpose (travelers looking for cheap flights, hotels:Holiday Inn)Position (people with diabetics: Accu Check)Interest (Fans of Manchester United: team sponsors - AIG)Profession (Interior designers: Philips)They are ideally a place where people get together and talk about your brandThey are important for building loyaltyE-Marketing10

11. Different Strategies for Reaching to CustomersOnline Advertising – Key TopicsDifferent forms of Online AdvertisingHow Online Advertising is used in different formatsEffectiveness of Online AdvertisingMetrics related to Online AdvertisingOnline Advertising AgenciesOnline Advertising in PakistanCase Studies from Industry playersAffiliate MarketingE-Marketing11

12. Different Strategies for Reaching to CustomersEmail Marketing – Key TopicsHow is Email Marketing different from conventional online advertisingKey issues in Email MarketingEmail Marketing’s effectivenessTechnical information related to Email MarketingEmail Marketing in Pakistan – current trendsCase Studies in Email MarketingE-Marketing12

13. Different Strategies for Reaching to CustomersSearch Engine Marketing – Key TopicsUnderstanding Search EnginesWhat is Search Engine Optimization and Search Engine MarketingKey technicalities of SEO & SEM related to MarketingDifferent ways of doing it (including the unethical practices)Case Studies in Search Engine MarketingE-Marketing13

14. Different Strategies for Reaching to CustomersSocial Media and Social Media Marketing – Key TopicsUnderstanding Social MediaHow Social Media Marketing is different from Online AdvertisingCost-effectiveness and efficiency in Social Media MarketingDifferent options in Social Media MarketingProblems in Social Media MarketingSocial Media Marketing in PakistanCase Studies in Social Media MarketingE-Marketing14

15. Online Advertising> Overview of Online Advertising> Formats in Online Advertising> Segmentation and Targeting in Online Advertising> Class discussion on 1 x Case StudyClass Presentation | Session 10 | 17 Sep 2010