Using the internet to market products and services 11b
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This document discusses internet marketing. It defines internet marketing as using digital technologies and the internet to achieve marketing goals. It notes internet marketing requires a comprehensive strategy combining business models, sales goals, customer relationships, and web presence focused on target markets. The document then outlines the internet marketing mix, including eProducts like online services, ePlace as additional sales channels, ePrice strategies, and ePromotion techniques like search engine optimization, social media, and viral videos. It emphasizes internet marketing requires an integrated approach combining these elements.
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Using the internet to market products and services 11b
- 3. Using the Internet to market products and services
- 4. Agenda • Internet Marketing • The Internet Marketing Mix
- 5. What is Internet Marketing The application of the internet and related digital technologies to achieve marketing objectives. It requires a comprehensive strategy that combines the company's business model, sales goals and customer relationship management with its web presence, focusing on its target market through proper choice of design, functionality and media.
- 6. What is Internet Marketing Limitations • Digital literacy • Internal capabilities • Intangibility • Security
- 7. What is Internet Marketing Uses of Internet by companies • Be • Show • Promote • Sell • Support
- 8. What is Internet Marketing Advantages • Cost • Convenience • Simplicity • Effectiveness • Measurability • Target / relevance
- 13. Agenda • What is Internet Marketing • The Internet Marketing Mix
- 14. Internet Marketing Mix eProduct • Specific internet based services and products (e-commerce and media) • eBay • Amazon Kindle • iTunes
- 15. Internet Marketing Mix eProduct •Specific internet based services and products •Improving the core product • Mass customization
- 16. Internet Marketing Mix eProduct •Specific internet based services and products •Improving the core product • Mass customization • Customer driving
- 17. Internet Marketing Mix eProduct •Specific internet based services and products •Improving the core product • Mass customization • Customer driving • Customer feedback
- 18. Internet Marketing Mix eProduct •Specific internet based services and products •Improving the core product •Augmenting the core product • Servicing
- 19. Internet Marketing Mix eProduct • Specific internet based services and products • Improving the core product • Augmenting the core product • Servicing • Recommendations
- 20. Internet Marketing Mix ePlace • Ano(the)r sales channel • Main company site • Third party sites • Affilate sites • Social Network • Digital Stores/Markets
- 21. Internet Marketing Mix ePlace • Ano(the)r sales channel • The long tail
- 22. The Long Tail PHYSICAL RETAILER (FNAC) SALES HYBRID RETAILER (AMAZON) DIGITAL RETAILER (iTUNES) TITLES source: wired.com; © Chris Anderson
- 23. The Long Tail source: wired.com; © Chris Anderson
- 24. The Long Tail source: wired.com; © Chris Anderson
- 25. Internet Marketing Mix ePrice • Price transparency - Benchmark • Special Internet prices • Pay per use / download • Special Discounts • Promotional codes • Refund Policies • Volume pricing
- 26. Internet Marketing Mix ePrice • Price transparency - Benchmark • Special Internet prices • Is Internet Free ?
- 28. Is Internet Free? © Chris Anderson
- 29. Internet Marketing Mix ePromotion • Ways to promote your product /service online: • Use new media • Support the buying process • Social Networks • Integrate with offline campaigns
- 31. • E-zine
- 33. • E-zine • Banners • Interactives
- 34. • E-zine • Banners • Interactives • Blogs
- 35. • E-zine • Banners • Interactives • Blogs • Text ads
- 36. • E-zine • Banners • Interactives • SEO – Search Engine Optimization • Blogs • PPC – Pay per Click • Text ads • Paid Inclusion • SEM
- 37. • E-zine • Banners • Interactives • Blogs • Text ads • SEM • Messenger
- 38. • E-zine • Banners • Interactives • Blogs • Text ads • SEM • Messenger • RSS
- 39. • E-zine • Banners • Interactives • Blogs • Text ads • SEM • Messenger • RSS • Viral Videos
- 40. • E-zine • Banners • Interactives • Blogs • Text ads • SEM • Messenger • RSS • Viral Videos • Augmented Reality
- 41. • E-zine • Banners • Interactives • Blogs • Text ads • SEM • Messenger • RSS • Viral Videos • Augmented Reality • Apps
- 42. • E-zine • Banners • Interactives • Blogs • Text ads • SEM • Messenger • RSS • Viral Videos • Augmented Reality • Apps • Social Networks