Chapter 1

Introduction to the resources of

Electronic marketing
Introduction
Electronic Commerce
E-commerce (electronic commerce or EC) is
the buying and selling of goods and services, or
the transmitting of funds or data, over an
electronic network, primarily the internet. These
business transactions occur either as business-
to-business, business-to-consumer, consumer-
to-consumer or consumer-to-business.

2
 Huge enterprises are being created using
electronic commerce, the practice of
satisfying consumer and business wants
and need through online procurement.
E-procurement (electronic procurement, sometimes also known
as supplier exchange) is the business-to-business or business-to-
consumer or business-to-government purchase and sale of supplies,
work, and services through the Internet as well as other information
and networking systems, such as electronic data interchange ...

3
 Facilitating e-commerce is the process of

E-Marketing

4
 E-marketing has been greatly enhanced
through online technology.

Internet is a global computer network providing a variety

of information and communication facilities, consisting of
interconnected networks using standardized
communication protocols.

5
 Internet has spawned software and
hardware innovations designed
specifically to aid the convenience of
online shopping.

6
 Traditional marketing
Traditional marketing refers to any type of promotion,
advertising or campaign that has been in use by
companies for years, and that has a proven success
rate. Methods of traditional marketing can include print
advertisements, such as newsletters, billboards, flyers
and newspaper print ads.

7
 Internet , electronic marketing resources such as online
customer research, email, websites, intelligent shopping
agents, self identifying online surveys, and online
customer service are integrated in to traditional
marketing programs for improving efficiency and
effectiveness of contact to target audience.

8
 online marketing is a high tech, strategic and tactical
extension of information gathering , direct marketing and
customer feedback.

9
 The marketers enter the online age

technology has entered in every business.

Technology advances are now enabling the marketer to
identify specific prospects to deliver specific products for
consumption by specific markets using Narrowcasting
(transmit a television programmed, especially by cable,
or otherwise disseminate information, to a comparatively
localized or specialist audience.)

10
 Online messages using electronic tools such as
listservs
an application that distributes messages to subscribers
on an electronic mailing list.
Electronic marketing has the personalizing capacity for
remembering the customer preference ordering what
flavor, scent, or texture and how often, in what quantities,
how to deliver etc.

11
 Electronic commerce can also include all
intercompany and intracompany functions
such as (marketing, finance,
manufacturing sales, and negotiations.)
EDI (electronic data interchange)
EDI (Electronic Data Interchange) is the transfer of data from one
computer system to another by standardized message formatting, without
the need for human intervention. EDI permits multiple companies -- possibly
in different countries -- to exchange documents electronically

12
 File transfer, fax, video conferencing , workflow or
interaction with a remote computer
Electronic commerce can include buying and selling over
the world wise web and the internet, electronic funds
transfer, smart cards, digital cash

13
 Electronic Marketing
electronic marketing draws heavily on networks,
technology to coordinate market research, aid product
development, develop strategies and tactics to persuade
consumers to buy, provide for online distribution, maintain
customer records, conduct customer satisfaction and
gather feedback.
Electronic marketing advances the overall marketing
program that in turn supports the corporate objectives of
electronic commerce.

14
 Electronic marketing resources
Are those technological or electronic marketing
tools that are used to complete the marketing
directives.
Electronic marketing resources are primarily
implementation-oriented for communications,,
information processing or commerce
transaction.

15
 Typical technology marketing resources involve world
wide web, interactive websites, shopping agents.
Avatars (an icon or figure representing a particular
person in a computer game, Internet forum, etc.)
representing people or objects in virtual reality
environment for example cyber shopping malls.

16
 Listening to the Consumer Speak

What are consumer values in todays market

place?
As life is full of tasks consumer values
Saving money
Saving time
Enhancing convenience.

17
 Electronic devices as personalized news editors,
decision support software are now influencing
the traditional methods .
Importance of main marketing principles are not
ignored:
Situation analysis
Marketing planning
Marketing inplementation

18
 Following the marketing steps will provide success .
The whats or the objective setting of the marketing
process is important to define.
st
The how or implementation can be better executed with
newly available marketing tools.
For example :telegraph is replaced with the analog
telephone

19
 which is replaced by digital telephone complemented
with pagers,
Personal digital assistants, video conferencing or hand
held voice mail devices are all innovations led to the
progress in the function of communications equipment
they use.

20
 Importance of electronic marketing in business
today

Important things to remember

KYC
Keep up with customers interests
Speed of delivery and accuracy in fulfilling the order are
crucial.

21
Here are some business situations for which online
marketing resources are very appropriate.
Company communications
Marketing planning
Productivity innovations
Time and access to commercial sites
Customer loyalty

22
 Globalized reach
Competitive intelligence
Partnering and logistics

23
Driving business forces
Speed
Accessibility
Accuracy
Competitive advantage

24