Transcript Lecture 1x - CIIT Virtual Campus: Digital Library

E-Marketing
MBA course
3 Credit Hours
Course Instructor: Hanniya Abid
About the course
e-Marketing
 This course will introduce you to many business uses of the
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internet.You will get both discussions of E-Marketing
strategy and how to apply much of these.
 Organisations of all types and sizes are faced with the
challenge of doing business online or risk going out of
business. This has led to today’s situation of exponential
growth in E-Commerce & E-Marketing.
 This course explores the impact of the Internet, the World
Wide Web, and emerging technological innovations on the
marketing of goods and services. It examines consumer
response to these innovations and factors that lead to the
adoption of these new technologies.
About the course
e-Marketing
 This course prepares the student for managing and
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implementing marketing activities online.
 An emphasis is placed on the utilization of traditional
marketing concepts within the emerging electronic
environment.
 This is a 3 credit hours course.
 This course is motivated by the needs of organisations to
conduct business electronically and the key role of Internet
technologies in their marketing activities.
Course objectives
 Understand the internet, social media and other E-Marketing
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e-Marketing
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technologies
Discuss E-Marketing business models using internet
technologies
Describe the internet users.
Explain how the internet is used for research.
Identify profitable E-Marketing strategies and tactics, such as
marketing communication
See several Customer Relationship Management strategies
online
Understand how increasing consumer control is changing the
way businesses operate online
Describe several legal and ethical issues regarding internet use
e-Marketing
Topics include
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E-Marketing in Context
Past, Present, and Future
The E-Marketing Plan
E-Marketing Environment
Ethical and Legal Issues
E-Marketing Research
Consumer Behavior Online
Segmentation, Targeting, Differentiation, and Positioning
Strategies
E-Marketing Management
Product & Pricing,
E-Marketing Communication & Social Media
Buying Digital Media Space
Customer Relationship Management
Recommended texts
e-Marketing
 Judy Strauss and Raymond Frost
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(2012) E-Marketing, Sixth Edition.
 Google’s Digital Marketing material.
 Also, other assigned readings may be
linked from the class schedule. (The
internet is changing at a rapid pace;
thus a lot of the latest material &
trends is not in published books.)
How will the course be conducted
e-Marketing
Lectures
Detailed Subject Perspective
Course Material Available at
password only online area
Detailed Exposure to eMarketing areas and
perspectives
Review of Case Studies
Completion of Course Outline
Weekly Assignments / Midterm
& Final Examination
Excellent Course Text Books
Supplemented by Handouts
Extensive Class Interaction
Theme-Oriented MS PowerPoint
Presentations
Severly Penalise Plagiarism
Encourage Creative Thinking
Practical assignments
d - CRM Week 01
Rules for students: The DO‘s
Listen attentively and carefully.
Listening is the basis for comprehension which is the
prerequisite for performing well in this course.
If you are having anyproblems, inform your tutor
immediately. Otherwise it may be too late for me to
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help you.
While studying and doing your assignments be inquisitive,
critical and creative in your approach to learning
management!
Rules for students: The DO‘s
Read the prescribed course literature.
It is the basic requirement for comprehending
this core course! A lot of your further study
depends on thorough learning from this
course.
Some good advice for you: Read from the beginning
of the course and NOT towards the end! You won‘t
regret it.
Rules for students: The DO‘s
Please note that using only PowerPoint slides for
your exam preparation is NOT sufficient!
YOU MAY FAIL IF YOU DO SO! The questions
in your midterm and final examinations may relate
to material contained in the recommended course
text books and hand-outs which may not have been
discussed in detail, or at all, in class!
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Rules for students: The DO‘s
Do contact your tutor if you have a
course-related problem or
problems and seek counseling
preferably
 Ask questions!
Rules for Students:
The DONT‘s
Don‘t procrastinate on your weekly class
assignments. Start work immediately after receiving your
topics. Do leave it toeleventh hour complaining about the
problems you are having when you haven‘t done enough
work. My usual response: Tough Dear!You should have
started work promptly and then you wouldn‘t need to stress
yourself out.
Don‘t pester for more marks.Tutors evaluate my
students objectively and actually devote considerable time
to read line by line through each examination paper and
class assignment. From nothing comes nothing – if your
work is crap, be prepared to get a crappy evaluation! And
Rules for Students: The DONT‘s
Don‘t cheat in the sessional, midterm or
NO CHEATING & PLAGIARISM!
final examinations. If caught, you may have
your paper cancelled by the department or, at
the very least, you may lose a percentage of
your marks.
Rules for Students: The DONT‘s
If your class assignments have,been plagiarized or
copy-pasted from the World Wide Web without
referencing, you will get zero marks. I
routinely check to ensure that written material
submitted to me for evaluation is not plagiarized.
We at CIIT have the technical means for ensuring
this and we don‘t hesitate to use it.
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Rules for students: The DONT‘s
Don‘t follow the „rote“ (Learning by
Memorization) approach which you may have grown
accustomed to since your schooldays. It is the WORST thing
you can do in my class – apart from outright misbehaviour
and cheating / plagiarism.
My PowerPoint slides are meant to serve as a
subject guideline only and are NOT meant to be
memorized. DO NOT reproduce the contents of
the slides in any of your weekly assign-ments or in
In case of reproduction, marks will be heavily deducted and your precious GPA will
anylikeexamination.
drop
a stone from the sky.
Course Assessment
 The “A” Student – highly motivated, hardworking and
ambitious. It gives me pleasure and inspiration to work with
them.
 Average Student – generally a good student with some
shortcomings like qualitative deficiency, difficulty in applying
knowledge or lack of comprehension
 Horror Student – A BIG PAIN ! They show disinterest in
attending class and listening to the lectures, constant fidgeting,
chatting. I avoid them like plague!
Distribution of course assessments
 Assignments , Quizzes & Projects - 25 marks
 Points based average
e-Marketing
 Midterm Exam
– 25 marks
 Final Examination – 50 marks
 At the end of the semester.
d - CRM Week 01
E-Marketing
Past, Present and Future
Develop an understanding of the background,
current state and future potential of e-Marketing
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Objectives
 At the end of this lecture you will be able to:
e-Marketing
 Explain how advances in Internet and information technology offer
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benefits and challenges to consumers, businesses, marketers, and
society.
 Distinguish between e-business and e-marketing.
 Explain how increasing buyer control is changing the marketing
landscape.
 Understand the distinction between information or entertainment
as data.
 Identify several trends that may shape future of e-marketing.
Internet has changed everything…
e-Marketing
“ The Internet is transforming society. Time is collapsing.
Distance is no longer an obstacle. Crossing oceans only takes
a mouse click. People are connected 24 hours a day, 7 days a
week. “Instantaneous” has a new meaning. Some say the
internet is changing everything. Everything, especially
commerce.” -Zikmun d’Amico
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Internet has changed everything…
e-Marketing
“E-Commerce is the business model for the new millennium.
And the engine driving e-Commerce is Marketing. To
hundred of millions, “Dot.com” has become as familiar as
neighborhood bricks-and-mortar stores.Yet Bricks-andmortar organizations are embracing the internet too.” –
Zikmun d’Amico
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e-Marketing
“The old message, market, and medium
have been replaced by conversation,
community and connection.”
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Google has changed everything too!
 A lot of marketing buzz, or interpersonal-word-of mouth
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e-Marketing
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about Google.
Google is the reason why so many Internet users find what
they are looking for online.
Offers unique page rank technology & search analysis.
Markets its scalable search technology.
Innovative & nonintrusive advertising
Why was it such a success?
Google has changed everything too!
e-Marketing
 Accuracy, speed and simplicity pleases users, delivering
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what they want.
 Satisfies advertisers by giving them eyeball access to
hundreds of millions of potential customers who can link
from search engine.
 Businesses benefit by investing in Google’s technology.
 Everyone benefits from Google’s commitment to
innovation that will help make the Internet become even
more valuable environment in future.
The Elections -Campaign Story
e-Marketing
 Many leaders targeted 18-29 year-old voters because big
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numbers of them are online and used the Internet to get
information and connect with friends.
 Facebook displayed pages liked by millions.
 A lot of interest among voters was developed through
online channel.
Internet
 The internet is a global network of interconnected
networks.
 E-mail and data files move over phone lines, cables
and satellites.
 There are three types of access to the Internet:
e-Marketing
 Public internet
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 Intranet: network that runs internally in an
organization.
 Extranet: two joined networks that share
information.
E-business, E-commerce, E-marketing
 E-business (Electronic Business) is the continuous
optimization of a firm’s business activities through
digital technology.
e-Marketing
 E-commerce(Electronic Commerce) is the subset
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of e-business focused on transactions.
 E-marketing(Electronic Marketing) is the result
of information & communication technology
applied to traditional marketing.
E-Marketing
e-Marketing
 “Achieving marketing objectives through applying
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electronic/digital technologies.”
 i.e. using the internet, e-mail and wireless media.
 Digital customer data and electronic customer
relationship managements systems are also grouped
under e-Marketing.
 Remember that it is the results delivered by technology
that should determine the success & investment in emarketing, not the adoption of the technology!
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e-Marketing
E-Marketing
 E-marketing is considered not only to market the
product over the internet but it includes marketing
through E-mails, ECRM (Electronic Customer Relation
Management,) wireless media.
e-Marketing
 E-marketing is also referred to many stages of internet
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marketing starting with (SEO) Search Engine
Optimization, Search Engine Marketing (SEM), ads via
websites, Social networks, Emails and Mobile ads.
Other names for E-Marketing
 E-marketing vs Web Marketing vs
Internet Marketing vs Digital marketing
e-Marketing
 all of these expressions are referred to market the
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products and services using emerging communication
technologies.
Does the difference between these terms matter?
I’ve been asked this question a lot across the years…
No it doesn’t matter!
Trends change
E-Marketing Is Bigger than the Web
 The web is the portion of the Internet that supports
e-Marketing
a graphical user interface for hypertext navigation
with a browser
 The web is what most people think about when
they think of the Internet.
 Electronic marketing reaches far beyond the web.
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The Web Is Only One Aspect of
E-Marketing
Understanding the bigger picture is important!
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E-Marketing Is Bigger than Technology
e-Marketing
 The Internet provides individual users with
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convenient and continuous access to information,
entertainment, and communication.
 Communities form around shared photos (Flickr),
videos (YouTube), and individual or company profiles
(Facebook).
 The digital environment enhances processes and
activities for businesses.
 Societies and economies are enhanced through more
efficient markets, more jobs, and information access.
Global Internet Users
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E-Marketing’s Past: Web 1.0
 The Internet started in 1969 as the ARPANET, a network
for academic and military use.
e-Marketing
 Web pages and browsers appeared in 1993.
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 The first generation of e-business was like a gold rush.
 Between 2000 and 2002, more than 500 Internet firms
shut down in the U.S.
 By Q4 2003, almost 60% of public dot-coms were
profitable.
Internet Timeline
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The E Drops from E-Marketing
 Gartner predicted that the e would drop, making e-
business just business and e-marketing just marketing.
e-Marketing
 Nevertheless, e-business will always have its unique
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models, concepts, and practices.
 Online search
 Online data collection
E-BUSINESS JUST BUSINESS?
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E-Marketing Today: Web 2.0
e-Marketing
 Web 2.0 technologies connect people with each other
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through social media, which have created opportunities
and challenges for marketers.
 Power shift from sellers to buyers.
 Consumers trust each other more than companies.
 Market and media fragmentation.
 Online connections are critical
e-Marketing
Today’s Customer rules!
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“Today the customer unquestionably rules the business landscape.”
e-Marketing
Well-informed customer
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e-Marketing
We are connected
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e-Marketing
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Source: My Digital Life 2.0: A Consumer
Gadget Map by RANDY
Wi-Fi Available at
Low Cost
Wireless WiFi Broadband in
Village Pakistan
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POWER SHIFT FROM COMPANIES TO
INDIVIDUALS
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Acquiring a Customer
from Social Media
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OTHER OPPORTUNITIES AND CHALLENGES
IN WEB 2.0
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 Internet adoption
 Improved online and
matures.
 Online retail sales
reach 4% of all sales.
 Search engines are
now reputation
engines.
 Content is still king.
offline strategy
integration
 Intellectual capital
rules
 60% broadband
adoption at home
 The long tail
The Future – Web 3.0
 Lines between traditional and new media are
e-Marketing
blurring.
 Appliances are converging and becoming “smart.”
 Wireless networking is increasing.
 Semantic web will provide worldwide access to
data on demand without effort.
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e-Marketing
INTERNET-TIME ANALOGY
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How do experts characterize Web 3.0?
e-Marketing
 Semantic web will be achieved and the mobile
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device will be the primary Internet connection tool
by 2020 (Pew study).
 Interactive media will cannibalize traditional media
(Forrester Research).
 Web 3.0 will ultimately be seen as applications
which are pieced together…run on any
device…are very fast…are distributed virtually
(Eric Schmidt of Google).
Summary
 About the course
 Definitions
 E-Marketing landscape
e-Marketing
 Internet and the web
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