Transcript Welcome to Internet Marketing!

Welcome to Internet Marketing!
“The journey is the reward”
BUSIP Program – 31 May 05
Fred Pursell
Do you know your Internet marketing trivia?
What is the meaning of ‘I18N?’
Do you know your global marketing trivia?
What share of the world’s population has
English as its native language?
Top 10 spoken languages
Language
Native Speakers
Population Share
Mandarin Chinese
885 m
14.9%
English
322 m
5.4 %
Spanish
266 m
4.5%
Bengali
189 m
3.2%
Hindi
182 m
3.1%
Portuguese
170 m
2.9%
Russian
170 m
2.9%
Japanese
125 m
2.1%
German
98 m
1.6%
Wu Chinese
77 m
1.3%
Source: National Geographic
Internet marketing learning objectives
 Explore how the Web is being used to build brands
and customer relationships.
 Examine online promotional strategies and tactics,
what’s working and why or why not.
 Evaluate ways to integrate Internet marketing with
traditional marketing vehicles.
Marketing planning is critical to success
By failing to plan, you’re planning to fail.
The customer is king
Marketing is all about understanding the customer.
Content is king?
Customer-focused Web content is useful, timely, and
relevant – as defined by the user.
User-centric Web design is king
The promise of the Internet is user control.
Topics for today’s class
 Revisiting the 4P’s of marketing; trends and lessons
in B2C and B2B e-commerce
 Incorporating Web-based resources in hybrid and
multi-channel marketing systems
 Promotional strategies and tactics, and best
practices for Internet marketing
 Amazon.com case study discussion
Four P’s of marketing
1)Product
2)Promotion
3)Place
4)Pricing
Typical sales cycle phases
Customer View
INFORMATION
EVALUATION
PURCHASE
DELIVERY
SUPPORT
DELIVERY
SUPPORT
Vendor View
DEMAND
PRE-SALES
SALES
Market development and customer support
Sales Cycle Phases and Activites
DEMAND
CREATION
advertising
specials
launches
partnering
articles
SALES
DEVELOPMENT
solutions
PRODUCT
PURCHASE
DELIVERY
INSTALLATION
ONGOING
SERVICES
configuration
set-up
customer care
ordering
help
FAQs
e-tools
education
specifications
ideas
images
tips
updates
cross selling
customization
support
payment
techniques
news
confirmation
integration
maintenance
Managing hybrid marketing systems
Hybrid marketing = using the most effective
combination of internal and external resources to
perform activities across the sales cycle.
Harvard Business Review
Nov-Dec, 1990
Resources engaged in promotional activities
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Internal Resources
Marcoms
PR
Advertising Programs
Direct Mail Groups
Telesales
Direct Sales
Web presence
Support Centers
Financing
Consultants
System Engineers
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External Resources
Distributors
VARs
Systems Integrators
Corporate Resellers
Dealers
Retailers
Mass Merchants
Service Providers
ISVs
OEMs
Promotional vehicles
 Advertising
 Personal selling
 Public relations
 Sales promotion
 Direct marketing
 Trade shows
Promotional mix strategies
Pull Strategy = spending focused on
advertising and consumer spending to build up
and pull consumer demand.
Push Strategy = spending focused on using
the sales force and trade promotion to push the
product through the channels.
Hybrid marketing example
INFO
Public Relations
Advertising
Direct Mail
Telesales
Direct Sales
Internet
Support Centers
Distributors
VARs/Integrators
Dealers
Retail
ISVs
OEMs
EVAL
PURCHASE
DELIVERY
SUPPORT
Internet promotional tactics
 Online advertising techniques; banner ads, popups, animation, rich media, content
 e-marketing programs; email, e-newsletters,
Webcasts, communities, search engines
 e-partnering programs; strategies and tactics for
leveraging online business partners
 Integrating online promotional techniques with
traditional marketing activities
Managing promotion
Planning
 Identify target audience
 Specify objectives
 Define performance metrics
 Establish the budget
 Select promotional tactics
 Design promotion
 Schedule promotion
Implementation
Control
 Pre-test promotion
 Execute promotion
 Audit effectiveness
 Measure results
 Evaluate ROI
 Post-test the promotion
 Make needed changes
 Manage processes
 Communicate results
Determinants – promotional mix strategy/tactics
 Target audience
 Product life cycle
 Product characteristics
 Phase of the sales cycle
 Channel strategy
Forward integration to the customer
Disintermediation = a trend involving product and
service producers by-passing intermediaries and
going directly to final buyers, or engaging with new
and emerging types of channel intermediaries that
are displacing traditional players.
Why people use the Internet
Web-user Needs
Objectives
Benefits
Value
Content
Convenience
Information
Collaboration
Ease of use
Resources
Commerce
Efficiency
Tools
How people use the Internet
Web-user Behavior
LIFESTYLE
Task-focused
product searches
Interaction-directed
resource searches
commerce
Enrichment-based
learning searches
community
content
Keys to online marketing
 Permission-based marketing
 Personalization
 Purchasing process automation
 User-centered design
 Value-added content
 Affinity programs
 Web metrics
 Integrated marketing
communications
Amazon case study discussion
1)How is Amazon using technology to innovate
and deliver new value to consumers?
2)What can you conclude about Amazon’s target
audience and market segmentation?
3)What sales processes are automated through
online information, resources, and tools?
Thank you everyone!
It’s great having you in my class.