Transcript L_7_CMP_2013

E – Active Marketing
L7
Ing. Jiří Šnajdar
2014
The Internet has changed the ways individuals
communicate and how the world coducts business.
Web transformed traditional retaling by selling
goods and services over internet.
A company in practically any location could
compete globally and the size of an organization´s
operation make little difference.
The internet is a open enviroment, just a click away.
Internet represents more than a means to conduct
business transactions. It is a communication
highway Web helps create online communities that
conect buyers and sellers in new ways. It includes
interactive company and brand Web sites, social
media networks, such as Facebook and Twitter,
blogs and other communication formats.
It offers a multichannel communication systém that
allows businesses and customers to speak to each
other and listen to myriad of voices.
Today´s business can use internet to actively
interact with customers. The result is an e-active
marketing.
E-active marketing combines two major
components of internet marketing: e-commerce and
interactive marketing. Both activities are vital to an
organization´s online presence.
Many of today´s consumers rely on the internet to
research products, to shop, to make comparisons,
to read both favorable and unfavorable comments
by other customers and interact with other
consumers and businesses. An effective
IMC program incorporates these new elements into
the advertising and promotions plan.
Recent study reveald that many companies are
reducing traditional marketing budgets and moving
the funds to online communication. Many marketing
experts belive that online searches, e-mail, social
media, Web disply ads and mobile marketing will
soon become a significant portion of marketing
expenditures.
Web changes the ways consumers communicate
and interact with companies. Online communication
channels are pushing companies into “real-time“
communications.
E – Commerce
Selling goods and services on the internet is the
focus on e-commerce programmes. E-commerce
involves both businesses selling to consumers B2C
and businesses selling to other businesses B2B.
The primary drivers of preference include
convenience, selection and perceived value of
merchandise.
Further many consumers may make purchasees at
retail stores but first use the internet to collect
information.
E-Commerce Components:
Catalog – Product information
Product navigation
Shopping cart
Payment systems – easy, quick, convenient
checkout
Store locator
Customization functionality
Customer reviews or feedback applications
As e- commerce moves into real-time
communication and active interactions with
customers, businesses are scrambling to make
Web sites relevant to consumers.
Consider how users will interact with the brand and
then develop means of brand engagement.
Allow for dril-down of search results by grouping
products around brands and common parameters.
Encourage consumer interaction via blogs,
feedback applications or customer reviews.
Develop a simple, secure checkout procedure.
E – Commerce Incentives
Financial incentives
Convenience incentives
Value-based incentives
Consumer concerns with E – Commerce
Seller opportunism
Security concerns
Information privacy issues
Brick and mortar purchasing habits
B2B E – Commerce
E – commerce represents a key part of many B2B
operations. In many buying situations, purchasing
agents use the internet to compare prices and
product information.
Once a business account has been established the
customer finds it easy to plce an order and the price
may be lower than those offered by traditional
outlets.
Consequently competing in e-commerce requires
an effective e-commerce site and strong distinct
brand name.
The number of hits on a B2B Web site directly
relates to the amount spent on advertising and
sales promotions. Financial convenience and valueadded incentives can also be offered to business
buyers.
For businesses ordering merchandise, supplies and
materials using the internet can save purchasing
agents considerable time.
Convinience represents a highly attractive incentive
for many companies. E-commerce programes offer
benefits for B2B companies.
A growing form of e-commerce in the B2B sector is
online exchanges and auctions.
These exchanges allow buyers to purchase a
variety of commodities and goods in lower prices.
Many online markets are operated by intermediary
companies that match buyers and sellers.
Interactive Marketing
Interactive marketing is the development of
marketing programes that create interplay between
consumers and businesses rather than simply
sending messages to potential customers.
The programes feature two-way communication
and customer involvement. The internet is ideal
medium for interactive marketing because of the
ability to accurately track browser activities and
translate the information into instant reactions.
Interactive marketing emphasizes two primary
activities.
First it assists marketers in targeting individuals,
specifically potential and current customers, with
personalized information.
Second it engages the consumer with the company
product. The consumer becomes an active
participant in the marketing Exchange rather than
passive recipient.
Steps in developing Interactive Marketing Strategy:
Cultivate an attitude of giving
Gain trust
Identify your one- word brand
Define your ultimate vision
Choose your communication channels
Evaluate and adjust
Online Advertising
Online avertising represents a highly effective
method of reaching customers, especially the
younger more internet-savvy market.
Consequently budgets for online advertising have
steadily increased. Funds devoted to online
advertising have become a larger portion of overal
advertising and marketing budgets.
One major advantage of online advertising is the
number of matrics that allow advertisers to measure
results almost instantaneously.
Banner Advertising
Classified and Media/video advertising
Company- Sponsored Blogging
Online Social Network (Facebook, Twitter)
Consumer Generated Advertising
Consumer Generated Reviews
E-mail
Viral Marketing
Summary
Increased usage of internet by both consumers and
businesses has led many marketing teams to
develop an Internet presence.
E-active marketing combines two major
components of Inernet marketing: e-commerce and
interactive marketing.
Web changes the ways consumers communicate
and interact with companies. The key is to integrate
e-marketing strategies with overal integrated
marketing communications plan.
Online social networks include Facebook, Twitter
and others.
Social media have become a major part of the
integrated marketing landscape. Consumergenerated advertising includes crowdsourcing etc.
Consumer-generated reviews opportunity to create
forums for customers to discuss product benefits
and problems.