Transcript No Slide Title

Online Marketing
Gay, Charlesworth & Esen
Chapter One
Early Internet Prophecies
“ The Internet is a tidal wave. It will wash
over nearly all industries drowning those
who don’t learn to swim in its waves”
Bill Gates CEO Microsoft
Online Marketing definitions
• “The use of Internet and related digital
information and communications technologies
to achieve marketing objectives”.
Institute of Direct Marketing
• ‘the process of building and maintaining
customer relationships through online
activities to facilitate the exchange of ideas,
products and services that satisfy the goals of
both parties’
Mohammed 2001
Internet Advantages & Disadvantages
o The Internet can increase an
organisation’s geographic
coverage beyond its traditional
heartland.
o New customers can be reached.
o The Internet provides a low cost
effective way of transacting with
customers compared to
traditional selling costs.
o A site can be open for business
all day everyday providing
customer convenience.
o The Internet is a fast and
flexible communications tool
o Customer resistance to change,
especially older and
disadvantaged people.
o Public concerns over privacy
issues, such as SPAM and
chat-rooms.
o Lingering security doubts over
fraud and Phishing (hackers)
and network security and
stability. (Worms).
o Lack of trust with unknown
virtual traders.
o The Internet’s sensory
boundaries limit senses like
taste and touch which influence
buyer decisions.
Ten C’s Of Marketing for the
Modern Economy
3.Convenience
4.
Competition
5. Communications
2.Corporate
Culture
1.Customer
6.Consistency
10.Control
7.Creative
Content
9.Coordination
8.Customisation
Three Digital Routes
• Grasp the nettle – be visionary and exploit
the web’s potential
• Follow the leader – a more cautious
approach learning from others’ mistakes
• Stand Firm – revitalise the offline experience
The Online Marketing Environment
Organisational
Offerings
The Mix and the Ten C’s
of Internet Marketing
Microenvironment
Suppliers, distributors,
Stakeholders & competitors The Customer
Macro environment
STEP Analysis