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Slide 1.1
Chaffey, Ellis-Chadwick, Mayer and Johnston, Internet Marketing, 4 th Edition, Pearson Education Limited 2009
Introducing Internet Marketing
Week 1Chapter 1
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Slide 1.2
Chaffey, Ellis-Chadwick, Mayer and Johnston, Internet Marketing, 4 th Edition, Pearson Education Limited 2009
Objectives
y Key concepts: internet marketing, e-marketing, digital marketing {blog, feed,podcast, social network (web 2.0, 3.0)}, e-commerce, e-business
y Key features of internet marketing strategy
y Application of internet marketing
y Advantages of digital/internet marketing
y Challenges of internet marketing strategy
y Challenges of digital communication
y Key types of digital media channels
y Tutorial sessions:
y The 13 pillars of internet marketingan introduction (video)
http://www.youtube.com/watch?v=oheBDHB-IZU&feature=relatedy Internet Marketing: The way of making money (video)
http://www.youtube.com/watch?v=ldjo6WJJWGI
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Slide 1.3
Chaffey, Ellis-Chadwick, Mayer and Johnston, Internet Marketing, 4 th Edition, Pearson Education Limited 2009
Figure 1.1 Google circa 1998Source: Wayback machine archive: http://web.archive.org/web/19981111183552/google.stanford.edu
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Slide 1.4
Chaffey, Ellis-Chadwick, Mayer and Johnston, Internet Marketing, 4 th Edition, Pearson Education Limited 2009
Figure 1.2 First Direct Interactive (www.firstdirect.com)
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Slide 1.5
Chaffey, Ellis-Chadwick, Mayer and Johnston, Internet Marketing, 4 th Edition, Pearson Education Limited 2009
Key Concepts
Internet Marketing: The application of the internet and related
digital technologies to achieve marketing objectives.
E-marketing: Electronic marketing (E-marketing) refers to the
application of the internet and related digital technologies to achieve
marketing objectives and includes the management of digitalcustomer data and electronic customer relationship management
systems.
Digital Marketing: similar to E-marketing (see text p. 10)
E-commerce: E-commerce refers to the management of both online
sales transactions and non-financial transactions.
E-Business: E-business refers to the management of a broad range
of business activities using digital technology. These activities
include R&D, contacting, manufacturing, marketing, logistics
management and so on.
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Slide 1.6
Chaffey, Ellis-Chadwick, Mayer and Johnston, Internet Marketing, 4 th Edition, Pearson Education Limited 2009
Figure 1.4 Evolution of web technologiesSource: Adapted from Spivack (2007)
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Slide 1.7
Chaffey, Ellis-Chadwick, Mayer and Johnston, Internet Marketing, 4 th Edition, Pearson Education Limited 2009
Key Features of Internet Marketing Strategy
Be aligned with the goals and objectives of the organisation, product
line and/or brand
Be aligned with business strategies
Be consistent with the target customer groups
Be persuading and value driven both for customers, suppliers and
channel members
Be attractive, communicative and interactive
Be supportive to buying and/or selling process (A-I-D-A-PPA)
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Slide 1.8
Chaffey, Ellis-Chadwick, Mayer and Johnston, Internet Marketing, 4 th Edition, Pearson Education Limited 2009
Applications of Internet Marketing
An advertising medium
A direct response medium
A platform for sales transactions
A distribution channel
A customer service mechanism
A relationship-building medium
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Slide 1.9
Chaffey, Ellis-Chadwick, Mayer and Johnston, Internet Marketing, 4 th Edition, Pearson Education Limited 2009
Advantages of digital/internet marketing
Sellincreased/grow sales
Serveadding value
Speakget closer to customers
Savecost/time saving
Sizzleextend the brand online
Market penetration
Market development
Product development
Diversification
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Slide 1.10
Chaffey, Ellis-Chadwick, Mayer and Johnston, Internet Marketing, 4 th Edition, Pearson Education Limited 2009
Challenges of internet marketing strategy
Unclear responsibilities
No specific objectives
Insufficient budget
Still treated as a minor supportive tool
Results are not measured
An experimental instead of a planned approach
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Slide 1.11
Chaffey, Ellis-Chadwick, Mayer and Johnston, Internet Marketing, 4 th Edition, Pearson Education Limited 2009
Challenges of digital communication
Complexity
Responding to competitors
Responding to changes in technology
Cost
Attention
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Slide 1.12
Chaffey, Ellis-Chadwick, Mayer and Johnston, Internet Marketing, 4 th Edition, Pearson Education Limited 2009
Key types of digital media channels
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Chaffey, Ellis-Chadwick, Mayer and Johnston, Internet Marketing, 4 th Edition, Pearson Education Limited 2009
TUTORIALS
The 13 pillars of internet marketingan introduction (video)
http://www.youtube.com/watch?v=oheBDHB-IZU&feature=related
Internet Marketing: The way of making money (video)
http://www.youtube.com/watch?v=ldjo6WJJWGI