INTRODUCTION TO INTERNET MARKETING

AGENDA
Definition of Internet Marketing Narrow Vs Broad view The seven stages of Internet marketing Difference between E-Commerce and E-Business EE-

What is Internet Marketing

Internet marketing is the process of building and maintaining customer relationship through online activities to facilitate the exchange of ideas, products and services that satisfy the goals of both parties .

Narrow Vs Broad view

Narrow view holds that Internet marketing includes only online marketing Broad view holds that it includes both offline and online marketing

Seven stages of Internet marketing

1. 2. 3. 4. 5. 6.
Framing the Market Opportunity Formulating the Marketing Strategy Designing the Customer experience Crafting the Customer Interface Designing the Marketing Program Leveraging Customer Information Through Technology 7. Evaluating the Marketing Program

1. Framing the Market Opportunity

It involves the analysis of market opportunity by collecting sufficient online and offline data. In second part six step methodology is used to evaluate the attractiveness of the opportunity 1. Seeding the opportunity (Either to produce new product or to develop new business) 2. Specifying the unmet or underserved customer needs 3. Identifying the target segment

4.Declare company s resource based opportunity

for advantage

5.Assess competitive, technological and financial

opportunity attractiveness 6.Make go/no go assessment

2.Formulating the Marketing Strategy

Internet marketing strategy is based upon corporate, business-unit and overall marketing businessstrategy of the firm. The overall marketing strategy includes both online and offline marketing activities

3.Designing the customer experience

Firms must understand the type of customer experience that needs to be delivered to meet the market opportunity Experience means customer s behaviors i.e. How they behave at the time of buying? How they respond to innovations?

4.Crafting the Customer Interface

Internet has shifted the locus of exchange from the marketplace (face to face interaction) to the market space (screen to face) Senior management will decide What will be the look and feel of interface? Will the interface include commerce activities?

5.Designing the Marketing Program

Now Firm has made go/no go decision on a particular option It has decided upon the target segment This stage entails designing a particular combination of marketing actions (product, pricing ,communication) to move the target customers from awareness through exploration to commitment.

6.Leverage Customer Information Through Technology

Firm will use technology to obtain, organize and store the customer relevant information. Information can be collected through online interview of the customers.

7.Evaluating the Marketing Program

How well did the marketing program do? Did it deliver on its objectives?

Difference Between E-Business and EE-Commerce

E-Business includes all electronic activities conducted by the organization such as customer relationship management and business intelligence E-Commerce includes buying and selling online Both terms are used interchangeably.

END OF PRESENTATION
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