1 introduction of E- Marketing

transcript

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1. Background.

2. E- Marketing , E- Business , E- Commerce .

3. Internet Marketing .

4. Internet properties & Marketing implications .

BACKGROUND The term "marketing" is derived from

the word "market" which refers to a group of sellers and buyers that co-

operate to exchange goods and services.

The modern concept of marketing evolved during and after the industrial

revolution in the 19th and 20th centuries.

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The American Marketing Association:

The process of planning and executing the conception, pricing, promotion and distribution of ideas, goods, and services to create exchanges that satisfy individual and organizational objectives.

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The Chartered Institute of Marketing:

The management process responsible for identifying,

anticipating and satisfying customer requirements profitably.

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Satisfying needs and wants through an exchange process

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1. Marketing Promotes Product Awareness to the Public

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2. Marketing Helps Boost Product Sales

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3. Marketing Builds Company

Reputation

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1. Online Marketing04/18/23 11

2. Offline Marketing04/18/23 12

3. Word of Mouth Marketing04/18/23 13

E-Marketing is the application of a broad range of information technologies for :

1.Transforming marketing strategies to create more customer value (more effective

segmentation, targeting, differentiation, and positioning strategies).

2.More efficiently planning and executing the conception, distribution, promotion and

pricing of goods, services, and ideas.

3.Creating exchanges that satisfy individual consumer and organizational customers’

objectives.04/18/23 14

– Alternative definition:

E-marketing is the result of information technology applied to traditional marketing.

– E-marketing affects traditional marketing in two ways:

• Increases efficiency in traditional marketing functions,

• The technology of e-marketing transforms many marketing strategies.

Results: new business models that add customer value and/or increase company

profitability.04/18/23 15

What Is E-Business?

– E-business “is the continuous optimization of a firm’s business activities through digital

technology”

– Digital technologies = information technology are things like computers and the Internet, that

allow the storage and transmission of data in digital formats (1’s and 0’s)

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E-Business, E-Commerce, andE-Marketing

• E-business is the continuous optimization of a firm’s business activities through digital technology.

• E-commerce is the subset of e-business focused on transactions.

• E-marketing is one part of an organization’s e-business activities.

Important e-business benefits according to U.S. top executives:

1. Building better quality customer relationships.

2. Finding more business partners and other development opportunities.

3. Building better brand visibility. 04/18/23 18

There is Hope After the Trough of DisillusionSource: Adapted from Raskino and Andren of Gartner Research (2001)

Technology Peak of Trough of Slope of Plateau of Trigger Inflated Disillusion Enlightnment Profitability Expectation 1990-1996 1999 2000 2001 2002 2003 2004 2005 2006 Equity times Debt Times Positive Cash Flow

Visibility

Dot-com peak

U.S. Recesssion E-Business

becomes “just business”

E-Marketing in Context: Where does e-marketing fit into this picture?

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The Google story shows:

• Markets always welcome an innovative new product providing

customer value. • Customers trust good brands.

• Well-crafted marketing mix strategies can be effective in

helping newcomers enter crowded markets.

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Key questions for corporations

1. How to use information technology profitably ?

1. How to understand what technology means for their business strategies?

2. How time-tested concepts by marketers can be enhanced by the Internet, databases,

wireless mobile devices, and other technologies?

3. What’s next after the rapid growth of the Internet and the dot-com bubble has

marketers wondering ?04/18/23 21

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The Web Is One Aspect of E-Marketing

E-mail

Internet

UPC Scanner

Cell Phone

Television

Refrigerator

Database

Automobile

What is the Internet?

The Internet is a global network of interconnected networks:

- Millions of corporate, government, organizational, and private networks,

- The Internet consists of computers with data, users who send and receive the data files, and a technology infrastructure to move, create, and view or listen to the content.

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Three important types of networks form part of the Internet: Intranet = A network running internally in a

corporation + using Internet standards (HTML and browsers) = a mini-Internet but only for internal corporate consumption . (Hypertext Markup Languge)

Extranet = An intranet with value chain partners + the access is normally only partial,

Web = The portion of the Internet that supports a graphical user interface for hypertext navigation with a browser (Netscape / Internet Explorer). The Web is what most people think about when they think of the Internet.

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What is the Internet?

It’s Bigger Than the Internet

E- marketing reaches far beyond the Web: – Many e-marketing technologies exist

= Customer relationship management, supply chain management, and electronic data

interchange arrangements predating the Web.

– Non-Web Internet services such as e-mail and newsgroups

= Effective avenues for marketing.

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The Internet holds more than one Web:

– The Web that most users access from PCs .

– Subsets of the Web with content specially formatted for the unique display properties :

1. Web TV.

2. Personal digital assistants.

3. Cell phones.

4. Text-only browsers.

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• Offline electronic data-collection devices such as bar code scanners.

• Portion of the Web containing high-bandwidth content for users who

have either cable modems or digital subscriber loop (DSL) connections.

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Internet Properties and Marketing Internet Properties and Marketing ImplicationsImplications

1. Marketers who grasp what Internet technologies can do will be better poised to capitalize on information technology.

2. Internet properties: Create opportunities beyond those possible with the

telephone, television, postal mail, or other communication media,

More effective and efficient marketing strategy + tactical implementation + change the way marketing is conducted.

• E.g. The idea of digitizing data (bits not atoms) has transformed media and software delivery methods + created

a new transaction channel.

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3. Internet technologies have changed traditional marketing in a number of

critical ways.

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Internet Properties and Marketing Internet Properties and Marketing ImplicationsImplications

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E-Marketing Today1. Power shift from sellers to buyers .

2. Marketing fragmentation: mass market to one customer .

3. Death of distance .

4. Time compression .

5. Knowledge/database management is key.

6. Marketing and technology : an interdisciplinary focus .

7. Intellectual capital is important resource .32

ANY QUERIES…..

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