Transcript internet marketing

Second cycle of Training of Trainers
“Internet Marketing & e-commerce strategies
(B2B & B2C)”
By DIMITRIOU KYRIAKOS, SNKE
Tashkent, Uzbekistan
04.11. 2014
This project is financed by the
European Union
1
The project is implemented by a
European Profiles S.A. led consortium
The objectives of the training
Main objectives are:
• Define the terms of internet marketing and
e-commerce and get familiar with
abbreviations (b2b, b2c, b2g etc)
• Get to know strategies in e-marketing
• Familiarize with e-commerce
classifications
• Understand the situation of ecommerce
globally
This project is financed by the
European Union
2
The project is implemented by a
European Profiles S.A. led consortium
Have you ever?
• Have you ever receive a news letter by email?
• Have you ever click on the left or right
banner in Facebook (if you have an
account)?
• Have you ever click on an advertisement
while searching the web?
• Have you ever receive a spam e-mail?
This project is financed by the
European Union
3
The project is implemented by a
European Profiles S.A. led consortium
Internet marketing
Internet marketing, or online marketing,
refers to advertising and marketing efforts
that use the Web and email to drive direct
sales via electronic commerce, in addition to
sales leads from Web sites or emails.
Internet marketing and online advertising
efforts are typically used in conjunction with
traditional types of advertising like radio,
television, newspapers and magazines.
This project is financed by the
European Union
4
The project is implemented by a
European Profiles S.A. led consortium
Internet marketing
The internet became one of the primary sources of
information for people around the world. Users prefer
doing a quick online search for anything they want,
instead of turning the pages of directories and
newspapers- even books. Apparently, the web can be
used as a powerful internet marketing tool in a number
of different ways to promote online businesses and
reach target audience across the globe. There are
several types of internet marketing strategies used by
online marketers and many of them are simple and
effective.
This project is financed by the
European Union
5
The project is implemented by a
European Profiles S.A. led consortium
internet marketing strategies
Types (strategies):
Content
marketing
This project is financed by the
European Union
Social
media
marketing
Search
engine
marketing
E-mail
marketing
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The project is implemented by a
European Profiles S.A. led consortium
Content marketing
Content marketing is a hot term these days, but
it’s not always well understood – because it’s a
very broad term.
“Content marketing is any marketing format
that involves the creation and sharing of media
and publishing content in order to acquire
customers.”
The content marketing most people are more
familiar with, is a business blog with regular text
posts.
This project is financed by the
European Union
7
The project is implemented by a
European Profiles S.A. led consortium
Content marketing
But content marketing besides a business
block can take many other forms and formats,
including:
videos, photos, PowerPoint presentations,
infographics, white papers, case studies,
webinars (Web-based seminar), podcasts and
more.
This project is financed by the
European Union
8
The project is implemented by a
European Profiles S.A. led consortium
Social media marketing
Social media marketing refers to the process of
gaining website traffic or attention through
social media sites.
Typically it looks like this: businesses establish
a presence on social networks like Facebook,
Twitter, LinkedIn and Google+ in order to
engage their online audience, build a following,
and drive traffic back to their website and/or
blog.
This project is financed by the
European Union
9
The project is implemented by a
European Profiles S.A. led consortium
Social media marketing
The best thing about social media marketing
is that it does not require heavy investment
by the company, because making online
company profiles on social networking sites
is absolutely free. Having your business on
social networking sites is an easy and
simplest way to communicate and share
your products with your target audience.
This project is financed by the
European Union
10
The project is implemented by a
European Profiles S.A. led consortium
Search engine marketing
There are two main forms of search engine
marketing (SEM): PPC, which stands for
Pay Per Click and SEO, which stands for
Search Engine Optimization.
When you do a Google search, you see
results based on both PPC and SEO.
Typically at the top of the search results
page and along the right side of the page,
you see sponsored ads.
This project is financed by the
European Union
11
The project is implemented by a
European Profiles S.A. led consortium
Pay Per Click
Businesses have used Google AdWords program to
bid on this search engine placement and will pay
money to Google for each ad that gets clicked on,
which is why it’s called Pay Per Click (PPC)
advertising.
All the other search results in the middle of the page
are considered “organic” or unpaid results based on
Google’s perception of how relevant those results are
for the search. SEO techniques can make it more
likely that Google ranks your site higher in these
organic search results.
This project is financed by the
European Union
12
The project is implemented by a
European Profiles S.A. led consortium
E-mail marketing
Because it’s been introduced for such a long time,
e-mail marketing doesn’t have the humming
associated with the marketing techniques above.
But it’s been around such a long time because it
works.
Email marketing can include customer newsletters,
product offers, coupons, or more informational
updates. Regardless of what type or types of email
marketing a firm want to do, having an email
marketing platform can streamline and simplify the
efforts, and help track to success.
This project is financed by the
European Union
13
The project is implemented by a
European Profiles S.A. led consortium
What is e-commerce?
Definition:
E-commerce (electronic commerce) is the buying
and selling of goods and services, by transmitting of
funds or data, over an electronic network, primarily
the Internet.
http://dictionary.cambridge.org
Business conducted through the use of electronic
appliances (whether or not using the internet)
without the exchange of paper-based documents.
http://www.businessdictionary.com/definition
This project is financed by the
European Union
14
The project is implemented by a
European Profiles S.A. led consortium
Classifying e-commerce
There are a lot of classifications in e-commerce
depending on various parameters.
The most common are based on:
Nature of
parts that are
involved
This project is financed by the
European Union
Types of
goods that
are offered
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The project is implemented by a
European Profiles S.A. led consortium
Based on the parts
The two most common participants in ecommerce
are businesses and consumers. Based on this we
can come up with 2 primary types (most common)
and 2 as a second level types.
The most common types are going to be defined
first
This project is financed by the
European Union
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The project is implemented by a
European Profiles S.A. led consortium
B2B major type
• Business to Business Ecommerce (B2B
Ecommerce)
In this type of ecommerce, both
participants are businesses. As a result,
the volume and value of B2B ecommerce
can be huge. An example of business to
business ecommerce could be …
Brainstorming…
This project is financed by the
European Union
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The project is implemented by a
European Profiles S.A. led consortium
B2C major type
• Business to Consumer Ecommerce (B2C
Ecommerce)
When we hear the term ecommerce, most people
think of B2C ecommerce. That is why a name like
Amazon.com pops up in most discussions about
ecommerce. Elimination of the need for physical
stores is the biggest rationale for business to
consumer ecommerce. But the complexity and cost
of logistics can be a barrier to B2C ecommerce
unlimited growth.
This project is financed by the
European Union
18
The project is implemented by a
European Profiles S.A. led consortium
C2B
• Consumer to Business Ecommerce (C2B
Ecommerce)
On the face of it, C2B ecommerce seems lop-sided.
But online commerce has empowered consumers
to originate requirements that businesses fulfill. An
example of this could be a job board where a
consumer places her requirements and multiple
companies bid for winning the requirement. Another
example would be a consumer posting his
requirements of a holiday package, and various
tour operators making offers.
This project is financed by the
European Union
19
The project is implemented by a
European Profiles S.A. led consortium
C2C
Consumer to Consumer Ecommerce (C2C
Ecommerce)
The moment you think of C2C ecommerce
eBay.com comes to mind. That is because it is
the most popular platform that enables
consumers to sell to other consumers. Since
eBay.com is a business, this form of
ecommerce could also be called C2B2C
ecommerce (consumer to business to
consumer ecommerce).
This project is financed by the
European Union
20
The project is implemented by a
European Profiles S.A. led consortium
Minor types
• Employees can be regarded as a special type of
consumer. That said a new type of ecommerce is
B2E (Business to Employee ecommerce).
• If we consider Government to be separate entity,
as also Citizens, we can come up with many more
types of ecommerce: B2G (Business to
Government), G2B (Government to Business),
G2E (Government to Employee), G2G
(Government to Government), G2C (Government
to Citizen), C2G (Citizen to Government).
This project is financed by the
European Union
21
The project is implemented by a
European Profiles S.A. led consortium
Based on goods
Classifying Ecommerce Business Based on
Type of Goods Sold:
• Physical goods, e.g., books, gadgets,
furniture, appliances, and so on
• Digital goods, e.g., software, e-books,
music, text, images, video and more
• Services, e.g., tickets, insurance,
accommodation, car rental and...
This project is financed by the
European Union
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The project is implemented by a
European Profiles S.A. led consortium
Classification reason
The reason such classification is important is that it
gives the analyst an insight into the business model
and financial model of the business. For instance,
the logistics of delivering the physical goods can be a
huge challenge for some businesses. Sellers of
digital goods do not face that problem. When it
comes to selling tickets, there are many parameters
that need to be evaluated in real time, e.g., in the
case of air tickets: availability, location of seats, meal
preferences, refundable vs. non refundable tickets,
and much more.
This project is financed by the
European Union
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The project is implemented by a
European Profiles S.A. led consortium
E-commerce in Europe (b2c)
• 816 million people live
in Europe
• 565 million people
use the Internet
• 264 million people
are e-shoppers
This project is financed by the
European Union
100%
69%
32%
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The project is implemented by a
European Profiles S.A. led consortium
Impact
Impact of e-commerce in European economy
2 million
new jobs
This project is financed by the
European Union
645.250
Active
websites
3,7 billion
parcels
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The project is implemented by a
European Profiles S.A. led consortium
TOP 10 (2013)
Top 10 e-commerce
countries in turnover
(EUR billion)
• USA € 315.4
• China € 247.3*
• UK € 107.1
• Japan € 81.3
• Germany € 63.4
• France € 51.1
• Australia € 26.9
This project is financed by the
European Union
• Canada € 18.0
• Russia € 15.5
• S. Korea € 15.2
* B2C & C2C goods &
services, excluding
insurances
Source:
(http://www.adigital.org/sites/
default/files/studies/european
-b2c-ecommerce-report2014.pdf)
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The project is implemented by a
European Profiles S.A. led consortium
Total B2C e-sales 2013 of goods and
services
Asia-Pacific
€ 406.1 bn
+16.7%
North America
Europe
Latin America
€ 333.5 bn
€ 363.1 bn
€ 37.9 bn
+06.0%
+16.3%
+24.6%
Africa
MENA
Others
€ 2.3 bn
€ 11.9 bn
€ 18.7 bn
+11.9%
+32.6%
+10.8%
Global
€1,173.5 bn
+13.6%
This project is financed by the
European Union
27
The project is implemented by a
European Profiles S.A. led consortium
en mundo (in the world)
• Globally the average spending per eshopper per year was € 857 (2013)
• All over the world 2,668 million people use
the Internet
• Nearly half of them (1,181 million) use eshopping at least once per year
• The estimation is that the number will be
double within 5 years
This project is financed by the
European Union
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The project is implemented by a
European Profiles S.A. led consortium
E-commerce grows day by day
Total retail sales in the US topped $4.53
trillion in 2013, and e-commerce accounted
for a significant portion of that growth, up
16.9% in 2013—or nearly $40 billion—
according to new figures from eMarketer.
(http://www.emarketer.com/Article/Total-USRetail-Sales-Top-3645-Trillion-2013Outpace-GDP-Growth/1010756)
Not universal data available
This project is financed by the
European Union
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The project is implemented by a
European Profiles S.A. led consortium
In US
• The Census Bureau of the US Department of
Commerce announced that the estimate of U.S.
retail e-commerce sales for the 2nd quarter of
2014, was $75.0 billion, an increase of 4.9%
from the 1st quarter of 2014. The 2nd quarter ecommerce estimate increased 15.7 % from the
2nd quarter of 2013 while total retail sales
increased 4.4 % in the same period. Ecommerce sales in the second quarter of 2014
accounted for 6.4 %of total sales.
This project is financed by the
European Union
30
The project is implemented by a
European Profiles S.A. led consortium
Not including traveling
This project is financed by the
European Union
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The project is implemented by a
European Profiles S.A. led consortium
E-Commerce Strategy
key issues
Mission
Engagement
STRATEGY
Stake
holdrs
This project is financed by the
European Union
Strategy
Technology
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The project is implemented by a
European Profiles S.A. led consortium
E-Commerce Strategy
• Mission - what business is going to do
• Strategy - how will you go about making the
business a success
• Technology - the technology to support the
business
• Stakeholders - identify the partners that will help
move the business forward
• Engagement - get moving then review and
improve as you go
This project is financed by the
European Union
33
The project is implemented by a
European Profiles S.A. led consortium
Core Tasks
• Make sure you know the job and the market
• Multi-channels to market to improve results
• Integrate the shopping experience
• Easy-to-use purchase process
• Consider localisation requirements currencies & languages
• Consider customer relationship management
and personalisation
• Mobile and tablets
This project is financed by the
European Union
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The project is implemented by a
European Profiles S.A. led consortium
Core Tasks
• Make sure that you select a scalable
platform or solution
• Make sure you have the right team
• Marketing Campaigns and requirements
• Integrate to external systems, suppliers or
3PL (third party logistics)
• Prepare a social media plan
• Prepare a mobile commerce plan
• Prepare a content management plan
This project is financed by the
European Union
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The project is implemented by a
European Profiles S.A. led consortium
and
• Consider how you will deal with
– Content
– Pricing & inventory
– Logistics and shipping
– Service & support
– Payment & refund/returns methods
– Security & PCI Compliance {Payment card
industry (PCI) compliance}
This project is financed by the
European Union
36
The project is implemented by a
European Profiles S.A. led consortium
PCI Data Security Standard (PCI
DSS)
From the world's largest corporations to small
Internet stores, compliance with the PCI Data
Security Standard (PCI DSS) is vital for all
merchants who accept credit cards, online or
offline, because nothing is more important
than keeping customer’s payment card data
secure. The size of the business will
determine the specific compliance
requirements that must be met.
This project is financed by the
European Union
37
The project is implemented by a
European Profiles S.A. led consortium
PCI compliance
Payment card industry (PCI) compliance is
adherence to a set of specific security
standards that were developed to protect
card information during and after a financial
transaction. PCI compliance is required by
all card brands.
There are six main requirements for PCI
compliance. The vendor must:
This project is financed by the
European Union
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The project is implemented by a
European Profiles S.A. led consortium
Requirements
1. Build and maintain a secure network
- Install and maintain a firewall configuration to
protect cardholder data.
- Not use vendor-supplied defaults for system
passwords and other security parameters.
2. Protect cardholder data
- Protect stored cardholder data.
- Encrypt transmission of cardholder data
across open, public networks.
This project is financed by the
European Union
39
The project is implemented by a
European Profiles S.A. led consortium
Requirements/2
3. Maintain a vulnerability management program
- Use and regularly update anti-virus software.
- Develop and maintain secure systems and
applications.
4. Implement strong access control measures
- Restrict access to cardholder data by business
need-to-know.
- Assign a unique ID to each person with computer
access.
- Restrict physical access to cardholder data.
This project is financed by the
European Union
40
The project is implemented by a
European Profiles S.A. led consortium
Requirements/3
5. Regularly monitor and test networks
- Track and monitor all access to network
resources and cardholder data.
- Regularly test security systems and
processes.
6. Maintain an information security
policy
- Maintain a policy that addresses
information security
This project is financed by the
European Union
41
The project is implemented by a
European Profiles S.A. led consortium
Summary
Are there additional questions?
Will you help me to summarize our training
action of the day?
This project is financed by the
European Union
42
The project is implemented by a
European Profiles S.A. led consortium
Спасибо
Thank you for your attention
Additional information will be found in the
training material
This project is financed by the
European Union
43
The project is implemented by a
European Profiles S.A. led consortium