E-Marketing

Its Sub Set and Adv & Dis

Prof: Kratika Pradhan

E-Marketing
E-Marketing is a subset of E-Business ,utilizes electronic medium to perform marketing activities and achieve desired marketing objectives for an organization. Internet Marketing, Interactive Marketing and Mobile Marketing for example, are the forms of E-Marketing.

Activities involve are advertising, customer communications, branding, E-Tailing etc. It Include internet based promotion, including websites, targeted E-mail, Internet Bulletin Board, sites where customers can dial-in and download files, for developing Brand Identity.

Evolution Of The Internet

Phase One: Portals Everywhere Phase Two: Simple Transactions

Doing Online :

More time
More money More services Fewer sites

Phase Three: The Digital Decade

Advantages of E-Marketing
1. Cost effectiveness :Reduction in costs through automation and use of electronic media. 2. Interactive response : Faster response to both marketers and the end user. 3. Global reach: Open market of all products & Services. 4. Measurability & Research: Increased ability to measure and collect data. 5. Personalization : Opens the possibility to a market of one through personalization. 6. Real-time feedback

Benefits
To Buyers To Sellers

Convenient. Easy and Private. Greater Product access and selection. Offers Comparative Information. Immediate and interactive.

Builds Customer Relationships. Reduce Costs. Quick and Efficient. Reduces Communication costs.

Disadvantages of E-Marketing
1. 2. 3. 4. Lack of personal approach. Dependability on technology. Security, privacy issues. Maintenance costs due to a constantly evolving environment. 5. Higher transparency of pricing and increased price competition.

6. Worldwide competition through globalization.

E-Marketing Suffers From

Lack of data 5 years vs. decades for magazines, radio Lack of understanding of technology by marketers Fast moving and turbulent arena Changing technologies Lack of trained personal Senior management barriers Corporate culture

Difference with different or Unique Marketing Strategy.

Online Marketing Tools

E-mail marketing Site design for e-commerce Viral marketing Affiliate marketing Banner advertising Search engines Online publicity Word-of-mouth Research CRM

E-mail Marketing
What is Email? The greeting should be personalized & other persons being sent the same message should not be listed. The name of the company should be identified. The subject needs to be relevant to the reader. It need to be short Text message is preferred format. E-mail is the number one app with over 90% of internet users

Types of Web sites

Corporate : Designed to build customer goodwill and to supplement other sales channels. Marketing: Engage consumers in an interaction that will move them closer to a direct purchase or other marketing outcomes. Designing attractive Web sites: The key is to create enough value and excitement to get consumers to come to the site, stick around and come back again.

Content in Web sites

Convey what the company is and what the company has to offer. Project brand Image. Easy to Navigate. Attractive. Have a Contact us page. Ask Permission to send information on specials. Able to purchase products online.
Companies Build Marketing Database System: A Marketing DB is an organized collection of data about individual customers, prospects or suspects that is accessible and actionable for such marketing purposes as lead generation, lead qualification, sale of a product or service, or maintenance of customer relationships.

Viral Marketing
Bulletin boards, e-mail, chat rooms are the major conduits for viral campaigns Forwards through mails and mobiles are the example.

What is buzz , publicity through internal sources and people to people

Direct Marketing
It is a interactive system of marketing that uses one or more advertising media to affect a measurable response and transaction at any location. Direct Marketing Builds Relationships: It allows companies to develop a strong relationship with their customers, which helps prevent them from switching to competitors. It costs four to seven times as much to bring in a new customer as it does to maintain an existing one.

Banner Advertising
Volatile history with sharply declining click through rates New forms such as java, active x, Pop-ups, pop-under and other new delivery methods are gaining acceptance Branding is possible with banners

Digital Marketing
It is a most using marketing tactics. By Applying these we develop online channels to market like: Web, e-mail, databases, plus mobile/wireless & digital TV.

Support marketing activities of Digital are aimed at achieving profitable acquisition and retention of customers within a multi-channel buying process and customer lifecycle

Digital Marketing and CCE

The last things considered is approaches to Customer-Centric E-marketing. It shows that it is very important to retain your online customers and requires a planned approach to migrate (Traditional customers) existing customers to online channels. Acquire new customers by selecting the appropriate mix of E-communications

 Customer-centric digital marketing involves: Applying Digital technologies which form online channels (Web, e-mail, databases, mobile, TV) to Contribute to marketing activities aimed at achieving profitable acquisition and retention of customers (within a multi-channel buying process and customer lifecycle) through Improving customer knowledge (of their profiles, behavior, value and loyalty drivers), then delivering integrated targeted communications and online services that match their individual needs.

Customer Retention and insight

Retention of online customers needs to be based on developing customer insight by researching their characteristics, behavior, what they value, what keeps them loyal and then delivering tailored, relevant web and e-mail communication, what catalogs they like, what mode of purchase they chose, what payment mode they prefer etc.

Develops online business strategies for marketing your business.

Multi-Channel Marketing
Multi-Channel Marketing:-Customer communications and product distribution are supported by a combination of digital and traditional channels at different points in the buying cycle. Multi-channel marketing is offering customers more than one way to buy something For example: from a Web site as well as in retail stores. For manufacturers, It also includes the use of partners, sometimes known as Channels, who market directly to the customer as consultants, repackagers, or retailers.

Customers

At Very Close What is Multi-channel marketing?

Its the integration of multiple forms of communication through different mediums. Its a strategy to create synergy between all the ways your Customer interacts with you Its weaving together digital and physical channels to engage Customers emotions Its a technique that provides convenient and easy ways to give money to your nonprofit. Its a effort to attract, retain, and re-capture people that believe in you. Its a way that marketers embrace to help, raise money, build relationships, and increase brand awareness for their mission. Its your next to-do item for 2009

Internet marketing, also web marketing, online marketing, is the Marketing of products or services over the Internet. In a broader scope it covers digital media such as the Internet, e-mail, and wireless media, It also includes mgt of digital customer, data and electronic customer relationship management (ECRM) systems.

Internet Marketing

2 Aspects of Internet Marketing

1. Creative aspect: including design, development, advertising, and sales. Internet marketing does not simply entail building or promoting a website, nor does it mean only placing a Banner advertisements on another website. 2. Technical: Effective Internet marketing requires a comprehensive strategy that synergizes a given company's business model and sales goals with its website function and appearance, focusing on its target market through proper choice of advertising type, media, and design.

Interactivity and intelligence

Summary of communication models for: (a) traditional media, (b) new media

Individualisation

Summary of degree of individualisation for: (a) traditional media (same message), (b) new media (unique messages and more information exchange between customers)

Integration

Channel requiring integration as part of integrated e-marketing strategy

Mixed-mode buying

The role of mixed-mode buying in Internet marketing

What we expect