E-MARKETING

Internet Marketing- refers to all online advertising of goods and services.

E-marketing plan - is a strategic document developed through analysis and

market research that aims at achieving marketing objectives via electronic
medium.

The e-marketing environment

Demand Analysis- understanding the customer demand for a product or service
in a particular market.

- The level of connectivity to the internet by customers;

-The level of interactivity by those with internet access;
- The number of customers who purchase products or services via the internet;
-The number of customers who access websites but who do not purchase via the
internet;
-Identifying the barriers to using the internet for purchasing.
Customer segmentation -helps to further understanding of different types of
customer bases purposes.

A Upper middle class, higher professionals

B Middle class, intermediate professionals
C1 Lower middle class
C2 Skilled working class
D Working class, semi-skilled, unskilled
E Under class, unemployed

Gender, Age, Taste and Fashion

Objective Setting - are a set of clearly defined, measurable goals established
as part of a marketing plan.

Marketing audits - an assessment that is performed to analyze your current

marketing strategy from top to bottom.
THE MARKETING MIX
 THE MARKETING MIX
 The marketing mix is a combination of product, price, place
and promotion that helps increase sales to the target market
(McCarthy, 1960).
 The unique mix of the elements that comprise the marketing
mix can help firms compete more effectively, ensure
profitability and gain a competitive advantage.
 PRODUCT
 The success of a product or service in the marketplace
depends on a number of factors including quality,
availability, application, construction, packaging, image,
customer service and ease of use. The product has to match
or exceed customers’ expectations.
 These expectations have been raised because of the
influence of the internet.
 PRICE
 The price at which any product or service is sold depends on
production costs, distribution costs, and the level of return on
investment and profit margin aimed for by the producer.
 The internet has had an effect on the pricing of products and
services. There is a great deal of pricing information available
online and customers can use this to make comparisons and
make better judgements about purchases (Sinha, 2000).
 PLACE
 The place element of the marketing mix refers to the channel
through which firms bring products or services to the
customer.
 These channels include a communications channel (e.g. e-
mail), a distribution channel to intermediaries (e.g. to
customers via wholesalers) or direct selling to customers
(disintermediate middlemen in the supply chain).
 PROMOTION
 Promotion is the element of the marketing mix that involves the
communication with customers regarding products and services for sale.
 The promotion of products and services can be undertaken using a
number of different methods including branding, advertising, public
relations, sales promotions, in-store displays, web promotion, sales
promotions and personal selling.
 These techniques combine to inform customers of products and services
for sale, the form of communications required for each stage of the
transaction, and the availability of discounts or special offers.
 Use of traditional media such as newspapers,
magazines, radio and television to promote the
 Direct e-mail to promote the website and as a means
of attracting customers with details of special offers
 Providing information on the website to enhance the
customer experience or make the transaction smoother
for the customer
BRANDING
 Branding
Brand is the name, term or symbol given to s product by
a supplier. Branding is refers to the process of creating
and developing brands that add value.
The brand name chosen should:
 Identity the unique aspects of the company and its
products;
 Communicate the company aims and objectives to a
wide audience;
 Help to protect the intellectual property of the company.
The 3 Main Types of Brand names along
the spectrum:
• Free-Standing
• Associative
• Descriptive

Free-Standing
-it define by designed of the name is to be unique and
memorable.
Ex.
McDonald’s, Tesco, Amazon.Com and Etc.
Associative
-It define by the chosen name to reflect links with
quality or the full company name.
Ex.
Yahoo!, General Electric, Federal Express, and etc.

Descriptive
-it define by product or services or a proactive
process.
Ex.
Kentucky Fried Chicken, Domino’s Pizza, General
The Value of brands is necessary to match consumer
values with brand values.
There are three values which is:
Consumer Values Brand Values
Core values Lifestyle, aspirations, Shared values of the
attitudes and beliefs consumer and brand
Expressive Values Type of personality How the symbolizes
personality traits of
the consumer
Functional Values Demand for types of How the brand fulfils
products Consumer
expectations

Effective brand management using the internet requires very

different marketing and promotional strategies from traditional
marketing. One way or promoting brands is to engage in a
dialogue with consumer about products or services.
 ONLINE
ADVERTISING
 Online Advertising
The internet provides an effective means of
communication and forms a powerful mechanism for
organizations to promote and market products and
services to broad-based or targeted audiences.

The 3 methods of most prominent advertising

includes:
• Banner advertising
• Affiliate marketing
• Viral Marketing
 Banner Advertising
- It is appear on web pages and is the most common
form of online advertising. This type of advertising was
popular during the early years of the commercialization
of the internet.

Related Forms of banner advertising

* Interstitials – online advertising using separate
window.
* Supertials – online advertising where window that
appears during dead time.
Affiliate Marketing
-It is the referral system where two websites agree to have a
revenue sharing relationship based on one website owner paying
another for referring costumers.

Viral Marketing
-it is based on word-of-mouth principles where online users of
service are encouraged to refer the site to friends, family or work
colleagues. Mail services such as Hotmail use viral marketing to
promote their services.
 TARGETING ONLINE CUSTOMERS

E-marketing involves targeting customers or customer

segments with information about the company, its
activities, and its products and services. TE-marketing
involves targeting customers or customer segments with
information about the company, its activities, and its
products and services.
 l. PERMISSION MARKETING
Consumers are increasingly playing an active role in
determining the type and content of advertising they
receive.

ll. REQUEST MARKETING AND OPT-IN

MARKETING
Request marketing and opt-in marketing are ideally suited to the
Web or to the mobile wireless internet where intrusive messages
are especially deemed to be aggravating and unwanted.
INTERACTIVE TELEVISION and E- MARKETING

Interactive television is still a relatively new phenomenon.

Television and internet-based firms are merging activities to
capture viewer attention by offering integrated products.
 SIX CAPABILITIES THAT IMPROVE CUSTOMER
SERVICE
• Interactive and personalized customer communications
• Greater speed and accuracy
• Enhanced ability to track and measure capability
• Instantaneous and real-time communications
• A customer-focused business model
• Continuous availability.
 l. TELEVISION AND THE INTERNET USER
EXPERIENCE
• There are key differences between the PC and the
television in terms of the way users engage with the
medium In the case of the PC users are much closer to
the screen than those using television.
ll. INTERACTIVE TELEVISION and ADVERTISING

Advertisers and marketers have had to respond to the

challenges and opportunities presented by the development
of digital media.

Interactive advertising specialists need to anticipate a

number of factors before developing and offering
interactivity during a particular program.
These include the anticipated

• Actualized audience
• Audience flow
• Ad click-through rates
• Ad cost per click
• Conversion rate
• Return on investment
 lll. SHORT MESSAGE SERVICE (SMS)
Additional interactive services have been created through
convergence of television and mobile wireless phones

IV. ADVERTISER and CONSUMER RELATIONSHIPS

Interactive television technology has enabled firms to transform
previously passive promotions of products into a more effective
marketing vehicle by creating on-demand advertising.
Customer Relationship Management
Customer acquisition – this is where techniques are used to form
relationships with new customers in the online trading
environment.

Customer retention – this is where techniques are used to retain

existing customers.

Customer extension – this is where techniques are used to

encourage customers to become more involved in the activities of
the organisation.
There are a number of marketing applications of CRM:

Sales Force Automation (SFA) – sales representatives are supported in

their accounts management through tools to arrange and record
customer visits;

Customer service management – representatives in contact centres

respond to customer requests for information by using an intranet to
access databases containing information on the customer, products and
previous enquiries;

Managing the sales process – this can be achieved through e-

commerce sites or through the application of SFA in B2B relationships;
Campaign management – managing advertising and promo_x0002_tional material,
direct e-mail or other marketing techniques;

Customer analysis – technologies for data warehousing and data mining provide the
storage and retrieval mechanisms that form the basis for analysis of buyers’
characteristics, habits and behavioural responses.
Problems with CRM

-Knowledge management capability;

-Measuring CRM performance;
-Customer expectations;
-Managing cost reductions; and,
-Industry saturation.

Knowledge management capability - is an organizational mechanism

to continually and intentionally create knowledge in organizations

Measuring CRM performance- this refers to the amount of money

contributed into the company by each sales representative.
Customer expectations- a collection of behaviors that
customers anticipate from businesses during each
interaction.

Measuring cost reductions- the process of decreasing a

company's expenses to maximize profits.

Industry saturation- arises when the volume of a product or

service in a marketplace has been maximized