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Introduction To Internet Marketing
Introduction To Internet Marketing
Introduction To Internet Marketing
Definition and Scope of Internet Marketing Seven-Stage Cycle of Internet Marketing Four Key Relationship Stages and the Marketspace Matrix
Definition and Scope of Internet Marketing Seven-Stage Cycle of Internet Marketing Four Key Relationship Stages and the Marketspace Matrix
Marketing is the process of building and maintaining customer relationships through online activities to facilitate the exchange of ideas, products, and services that satisfy goals of both parties.
Bricks-and- Mortar
Cell 4
Cell 2
Cell 3
Cell 1
Definition and Scope of Internet Marketing Seven-Stage Cycle of Internet Marketing Four Key Relationship Stages and the Marketspace Matrix
Step 7
Evaluating the Marketing Program Step 6 Step 5 Designing the Marketing Program
Continued
Stage 6: Leveraging Customer Information Through Technology: Marketing Research, Database marketing, CRM Stage 7: Evaluating the marketing program: Evaluation of the overall internet marketing program.
Shoppers Who Feel Intimidated by Sales People and Look for More Efficient Way
How Big Is the Online Car-Buying Market? Who Are CarPoints Main Competitors?
In 1996, the first version of CarPoint was shipped By 1998, CarPoint was driving $5 million in car sales a day
Example
Amazon
Internet Marketing
Traditional Marketing
Definition and Scope of Internet Marketing Seven-Stage Cycle of Internet Marketing Four Key Relationship Stages and the Marketspace Matrix
Awareness
Exploration / Expansion
Commitment
Dissolution
Level of Intensity
Intensity
Awareness
Exploration
Commitment
Dissolution
Branding
Product
Pricing
Communication
Community
Distribution
Branding
Product
Pricing
Communication
Community
Distribution
Individual
Categories of Levers
Price
Communication
The 2Is should influence the design of each cell in the matrix
Community
Distribution
Branding
Branding can also accentuate (or lessen) the impact of the levers in each cell
Definition and Scope of Internet Marketing Seven-Stage Cycle of Internet Marketing Four Key Relationship Stages and the Marketspace Matrix
The willingness to understand customer needs and provide added value to each customer interaction
Integration
The ability to have a holistic view of the customer and the enterprise in order to create a uniquely advantaged strategic plan
Balanced Thinking
Being able to understand the dynamic tension between one-to-one marketing and mass marketing and being able to strike a strategic balance between them The willingness to change the status quo, take chances and use bleeding edge tools to lead teams to success
The ability to manage marketing campaigns in a more uncertain, dynamic environment, with a new set of tools that often have few records of successes, failures or best-practices
Exhibit 1.10: The New Rules of Marketing for the Global Digital World
Old Rules
Differences
basic conceptual and process changes occur in online marketing such change is the increased ability to deliver on the promise of one-to-one marketing is also a fundamental shift to a more consumer-driven and controlled world for example, a shift towards pull-marketing and the use of more pull levers, such as online community
in the online marketing world are overstated is still at the core of marketing clusters of consumers will emerge that share behavior the supply side, it is most efficient to aggregate these consumers to reduce costs marketing programs include mixing different marketing levers, both new and old: the master- mixer concept still remains
One
Segmentation
There
From
Successful
Definition and Scope of Internet Marketing Seven-Stage Cycle of Internet Marketing Four Key Relationship Stages and the Marketspace Matrix
Customer Relationships Product Pricing Communication Community Distribution Branding Designing the Marketspace Matrix Illustration: Marketing Campaign for The Lord of the Rings: The Fellowship of the Ring
Definition and Scope of Internet Marketing Seven-Stage Cycle of Internet Marketing Four Key Relationship Stages and the Marketspace Matrix
Traditional marketing methods are still highly relevant in the networked economy, though firms must now consider a host of new and innovative marketing methods available online (e.g., dynamic pricing, online community) In contrast to the one-way mass promotion that characterizes modern marketing, Internet marketing enables firms to engage the individual in personalized dialogues Individualization and Interactivity are two forces that make online marketing different
Marketing, and the relationships it creates, should be considered in the context of particular processes and stages