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A S U N G S H I M R A Y
D E P A R T M E N T O F M A N A G E M E N T S T U D I E S
P O N D I C H E R R Y U N I V E R S I T Y
Introduction to Internet Marketing
Introduction to Internet Marketing
 The Scope and Impact of Internet Marketing
 The Seven-Stage Cycle of Internet Marketing
 The Four Key Relationship Stages
 Guidelines for Internet Marketing Success
Introduction to Internet Marketing
 The Scope and Impact of Internet Marketing
 The Seven-Stage Cycle of Internet Marketing
 The Four Key Relationship Stages
 Guidelines for Internet Marketing Success
Assessing the Impact of Internet Marketing
The Broadened Scope of Internet Marketing
Cell 4 Cell 2
Cell 3 Cell 1
Location of
Revenue
Stream
Bricks
and
Mortar
Online
Marketing Resource
Allocation
Offline Online
New Rules or Old Rules of Marketing
New Rules Old Rules
Several basic conceptual and process
changes occur in online marketing
One such change is the increased ability
to deliver on the promise of one-to-one
marketing
There 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
Differences in the online marketing world
are overstated
Segmentation is still at the core of
marketing — “clusters” of consumers will
emerge that share behavior
From the supply side, it is most efficient
to aggregate these consumers to reduce
costs
Successful marketing programs include
mixing different marketing levers, both
new and old: the “master-mixer” concept
still remains
Point-Counterpoint
Introduction to Internet Marketing
 The Scope and Impact of Internet Marketing
 The Seven-Stage Cycle of Internet Marketing
 The Four Key Relationship Stages
 Guidelines for Internet Marketing Success
The Seven-Stage Cycle of Internet Marketing
Step 2
Analyze the Market
Opportunity
Step 3
Marketing
Strategy
Step 4
Design the
Customer
Experience
Step 5
Design the Marketing
Program
Step 6
Design the
Customer
Interface
Step 7
Evaluate the
Marketing
Program
Step 1
Corporate
and
Business-
Unit
Strategy
Framework for Market Opportunity
Seed Opportunity in Existing or New
Value System
Identify Unmet and Underserved
Need(s)
Identify Target Segment(s)
Declare Company’s Resource-Based
Opportunity for Advantage
Assess Competitive, Technological and
Financial Opportunity Attractiveness
Make “Go / No-Go” Assessment
Corporate, Business-Unit and Marketing Strategy
Corporate
Business Unit
Amazon
Tools and Hardware
Integrated Marketing
Strategy for Tools and
Hardware Unit
Linkages Example
Integrated Marketing
Strategy for Unit
Internet
Marketing
Traditional
Marketing
Online
Marketing
Mix
Offline
Marketing
Mix
Introduction to Internet Marketing
 The Scope and Impact of Internet Marketing
 The Seven-Stage Cycle of Internet Marketing
 The Four Key Relationship Stages
 Guidelines for Internet Marketing Success
The Four Key Stages of Customer Relationship
Awareness
Exploration /
Expansion
Commitment Dissolution
Four Key Stages of Customer Relationship
The Four Key Stages of Customer Relationship by
Level of Intensity
Level of
Intensity
Stages of Customer Relationships
Awareness Exploration Commitment Dissolution
Intensity
Internet Marketing Mix
Branding
Product Pricing Communicatio
n
Community Distribution
Impact of the 2is on the Internet Marketing Mix
Branding
Product Pricing
Individual
Communication DistributionCommunity
Interactivity
Introduction to Internet Marketing
 The Scope and Impact of Internet Marketing
 The Seven-Stage Cycle of Internet Marketing
 The Four Key Relationship Stages
 Guidelines for Internet Marketing Success
Marketing for the Global Digital World
 The New Rules
1. Target segments of one and create virtual communities
2. Design for customer-led positioning
3. Expand the role of branding in the global portfolio
4. Leverage consumers as co-producers through customization
5. Use creative pricing in the Priceline.com world
6. Create anytime-anyplace distribution and integrated supply chains
7. Redesign advertising as interactive and integrated marketing,
communication, education and entertainment
8. Reinvent marketing research and modeling as knowledge creation and
dissemination
9. Use adaptive experimentation
10. Redesign the strategy process and supporting organizational
architecture
Critical Success Factors for Internet Marketing Executives
Customer Advocacy and
Insight
Integration
Balanced Thinking
Passion and
Entrepreneurial Spirit
Willingness to Accept
Risk and Ambiguity
 The willingness to understand customer needs
and provide added value to each customer
interaction
 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
 The ability to have a holistic view of the
customer and the enterprise in order to create
a uniquely advantaged strategic plan
 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

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Introduction to internet marketing

  • 1. A S U N G S H I M R A Y D E P A R T M E N T O F M A N A G E M E N T S T U D I E S P O N D I C H E R R Y U N I V E R S I T Y Introduction to Internet Marketing
  • 2. Introduction to Internet Marketing  The Scope and Impact of Internet Marketing  The Seven-Stage Cycle of Internet Marketing  The Four Key Relationship Stages  Guidelines for Internet Marketing Success
  • 3. Introduction to Internet Marketing  The Scope and Impact of Internet Marketing  The Seven-Stage Cycle of Internet Marketing  The Four Key Relationship Stages  Guidelines for Internet Marketing Success
  • 4. Assessing the Impact of Internet Marketing The Broadened Scope of Internet Marketing Cell 4 Cell 2 Cell 3 Cell 1 Location of Revenue Stream Bricks and Mortar Online Marketing Resource Allocation Offline Online
  • 5. New Rules or Old Rules of Marketing New Rules Old Rules Several basic conceptual and process changes occur in online marketing One such change is the increased ability to deliver on the promise of one-to-one marketing There 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 Differences in the online marketing world are overstated Segmentation is still at the core of marketing — “clusters” of consumers will emerge that share behavior From the supply side, it is most efficient to aggregate these consumers to reduce costs Successful marketing programs include mixing different marketing levers, both new and old: the “master-mixer” concept still remains Point-Counterpoint
  • 6. Introduction to Internet Marketing  The Scope and Impact of Internet Marketing  The Seven-Stage Cycle of Internet Marketing  The Four Key Relationship Stages  Guidelines for Internet Marketing Success
  • 7. The Seven-Stage Cycle of Internet Marketing Step 2 Analyze the Market Opportunity Step 3 Marketing Strategy Step 4 Design the Customer Experience Step 5 Design the Marketing Program Step 6 Design the Customer Interface Step 7 Evaluate the Marketing Program Step 1 Corporate and Business- Unit Strategy
  • 8. Framework for Market Opportunity Seed Opportunity in Existing or New Value System Identify Unmet and Underserved Need(s) Identify Target Segment(s) Declare Company’s Resource-Based Opportunity for Advantage Assess Competitive, Technological and Financial Opportunity Attractiveness Make “Go / No-Go” Assessment
  • 9. Corporate, Business-Unit and Marketing Strategy Corporate Business Unit Amazon Tools and Hardware Integrated Marketing Strategy for Tools and Hardware Unit Linkages Example Integrated Marketing Strategy for Unit Internet Marketing Traditional Marketing Online Marketing Mix Offline Marketing Mix
  • 10. Introduction to Internet Marketing  The Scope and Impact of Internet Marketing  The Seven-Stage Cycle of Internet Marketing  The Four Key Relationship Stages  Guidelines for Internet Marketing Success
  • 11. The Four Key Stages of Customer Relationship Awareness Exploration / Expansion Commitment Dissolution Four Key Stages of Customer Relationship
  • 12. The Four Key Stages of Customer Relationship by Level of Intensity Level of Intensity Stages of Customer Relationships Awareness Exploration Commitment Dissolution Intensity
  • 13. Internet Marketing Mix Branding Product Pricing Communicatio n Community Distribution
  • 14. Impact of the 2is on the Internet Marketing Mix Branding Product Pricing Individual Communication DistributionCommunity Interactivity
  • 15. Introduction to Internet Marketing  The Scope and Impact of Internet Marketing  The Seven-Stage Cycle of Internet Marketing  The Four Key Relationship Stages  Guidelines for Internet Marketing Success
  • 16. Marketing for the Global Digital World  The New Rules 1. Target segments of one and create virtual communities 2. Design for customer-led positioning 3. Expand the role of branding in the global portfolio 4. Leverage consumers as co-producers through customization 5. Use creative pricing in the Priceline.com world 6. Create anytime-anyplace distribution and integrated supply chains 7. Redesign advertising as interactive and integrated marketing, communication, education and entertainment 8. Reinvent marketing research and modeling as knowledge creation and dissemination 9. Use adaptive experimentation 10. Redesign the strategy process and supporting organizational architecture
  • 17. Critical Success Factors for Internet Marketing Executives Customer Advocacy and Insight Integration Balanced Thinking Passion and Entrepreneurial Spirit Willingness to Accept Risk and Ambiguity  The willingness to understand customer needs and provide added value to each customer interaction  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  The ability to have a holistic view of the customer and the enterprise in order to create a uniquely advantaged strategic plan  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