Transcript Essentials of marketing – Chapter 12

Chapter 12
Electronic marketing
Learning objectives
1 Discuss the difference between
electronic marketing and Internet
marketing
2 Understand how the Internet affects
marketing
3 Describe the various forms of
electronic marketing
4 Discuss the strategic considerations
about electronic marketing
Learning objectives (cont.)
5 Explain how to incorporate
electronic marketing into an overall
marketing plan
6 Describe the various forms of
electronic marketing
7 Discuss several trends and the
effects they may have on electronic
marketing in the future
Learning objective 1
Discuss the difference
Define
the term
marketing
between
electronic
marketing and Internet
marketing
1
E-business
Includes all communications and
transactions with an organisation’s
stakeholders, such as customers,
suppliers, government regulators,
financial institutions, employees
and the public at large.
1
E-commerce
The conduct of business
transactions electronically,
which hence has a slightly
narrower focus than
e-business.
1
E-marketing
Traditional marketing
using electronic
methods.
1
Internet marketing
One form of e-marketing
utilising the Internet
Learning objective 2
Describe
four marketing
Understand
how the
management
philosophies.
Internet affects
marketing
2
The new business franchise
•
Find out about products
•
Get answers to questions
•
Leave messages
•
Solve problems
•
Make purchases
2
Marketing on the Internet
Opportunities for customer
relationship marketing
•
Profiles of preferences
•
Email notifications
•
Customer service
•
Convenient online
shopping
2
Financial implications
•
Competitive advantage
•
Reduction in expenses
•
Reduced inventory
•
Lower financial barriers
to entry
Learning objective 3
Describe the various
forms of electronic
marketing
3
Forms of e-marketing
•
Newsletter and discussion
list marketing
•
Email marketing
- spamming
- targetted
•
Web advertising
- banner
- sponsored sites
- interstitials
•
E-tailing
Learning objective 4
Discuss the strategic
considerations about
electronic marketing
4
Factors influencing online
buying behaviour
•
Attitude toward
technology
•
Income
•
Motivation to use
technology
4
Internet buyer categories
•
Early adopters
•
‘Mainstreamers’
•
Laggards
4
Advantages of
electronic publications
•
Easier access to worldwide
information
•
Information content that is
more current
•
The ability to make complex
searches
•
Incorporation of multimedia
•
Lower publication costs
4
Basic forms of electronic
commerce
•
Business-to-consumer (B2C)
•
Business-to-business (B2B)
4
Marketing research
through the Web
•
Vast information sources for
secondary research
•
Better primary research
•
Web-based surveys and focus
groups
•
Information about competitors
Learning objective 5
Explain how to incorporate
electronic marketing into
an overall marketing plan
5
Elements of an
e-marketing plan
• The purpose or goal of the
e-marketing program
• Target audience of the marketing
• The marketing mix
• An integrated marketing strategy
• Resources needed to execute the plan
• Evaluation of the e-marketing
program
5
Setting e-marketing goals
•
Increase or enhance company
exposure
•
Improve customer service
•
Provide new products or
services
•
Lower overall costs
•
Create one-to-one relationships
5
Evaluating the outcome
• Are we reaching the target audience?
• Who is actually visiting our website?
• Can visitors easily move around our
website?
• Are visitors getting what they want
from our website?
• Do people want to receive our
messages and are they telling us
what they want to know?
Learning objective 6
Describe the various forms
of electronic marketing
Learning objective 7
Discuss several trends and
the effects they may have
on electronic marketing in
the future
7
Trends that may affect
Internet marketing
•
Agile organisation
•
Virtual community
•
Global village