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E Marketing Mix

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E Marketing Mix

  1. 1. The eMarketing Mix These ideas are taken from: Principles of eMarketing by Otilia Otlacan www.TeaWithEdge.com
  2. 2. Objectives of this session <ul><li>To introduce the idea of the ‘eMarketing Mix’ </li></ul><ul><li>New principles of marketing developed for on-line marketing </li></ul><ul><li>Works alongside traditional Extended Marketing Mix </li></ul>
  3. 3. What is ‘eMarketing’?
  4. 4. ‘ e-Marketing is Marketing that uses the internet as manifestation media.’ - Mark Sceats ‘ e-Marketing is the sum of all activities a business conducts through the internet with the purpose of finding, attracting, winning and retaining customers.’ - CISCO Systems
  5. 5. The Extended Marketing Mix <ul><li>4Ps + 3Ps </li></ul><ul><li>Still underlies the main marketing strategy </li></ul><ul><li>All elements should be mediated by the eMarketing Mix strategy </li></ul><ul><li>Still focused on transactional exchange </li></ul><ul><li>eMarketing Mix focuses on building relationships </li></ul>
  6. 6. The eMarketing Mix <ul><li>2P + 2C + 3S </li></ul>Personalization, Privacy, + Customer Service, Community, + Site, Security, Sales Promotion.
  7. 7. 1: Personalisation <ul><li>The need to recognise and identify a certain customer in order to establish relations </li></ul><ul><li>To gather all possible information in order to develop customized, personalized products and services. </li></ul><ul><li>Can be applied to any component of the Marketing mix </li></ul><ul><li>Example: Use of ‘cookies’ to gain personalised information of computer / web use. </li></ul>
  8. 8. 2. Privacy <ul><li>Connected to ‘Privatisation’ </li></ul><ul><li>How will personal information be used and protected? </li></ul><ul><li>Requires an agreed policy on access procedures and collecting information </li></ul><ul><li>Must take into account existing regulations and legal aspects regarding collection and usage of personal information. </li></ul>
  9. 9. 3. Customer Service <ul><li>A required support function in transactional situations. </li></ul><ul><li>Should be treated as along term, on-going process. </li></ul><ul><li>An essential pat of the eMarketing Mix </li></ul><ul><li>Service & Support acts upon all elements of 4Ps </li></ul>
  10. 10. 4. Community <ul><li>Generated by the nature of the internet </li></ul><ul><li>A group of entities that interact for a common purpose is a &quot;community“ </li></ul><ul><li>The value of a network equals the square of the number of components. </li></ul><ul><li>So: the value of a community rises with the number of its members. </li></ul><ul><li>Customers / clients of a business can be seen as part of a community </li></ul><ul><li>Encouraging interaction and community should be undertaken by the business </li></ul><ul><li>Interactions among customer community impacts on all other functions of eMarketing. </li></ul>
  11. 11. 5. Site <ul><li>The location where eMarketing interactions take place </li></ul><ul><li>Available at any moment and from any place – a digital location for digital interactions. </li></ul><ul><li>‘ Site’ may be more than conventional website e.g. Palm Pilot or iPhone. </li></ul><ul><li>This special location, accessible through all sort of digital technologies is mediates all other functions of e-Marketing </li></ul>
  12. 12. 6. Security <ul><li>Essential function of e-Marketing once transactions began to be performed through internet channels </li></ul><ul><li>Needs to include: </li></ul><ul><ul><li>security during transactions performed on the website (not allowing third parties access to the transaction) </li></ul></ul><ul><ul><li>security of data collected and stored, about our customers and visitors. </li></ul></ul><ul><li>Security safeguards should be communicated to customers </li></ul>
  13. 13. 7. Sales Promotion <ul><li>Widely used in traditional Marketing </li></ul><ul><li>Strategy for immediate sales goals in terms of volume. </li></ul><ul><li>eMarketer’s task is to find new possibilities and new approaches for developing an efficient promotion plan. </li></ul><ul><li>Marketer needs to keep up with the latest internet technologies and applications </li></ul>
  14. 14. Conclusions: <ul><li>e-Marketing implies new marketing dimensions </li></ul><ul><li>Revolve around the concept of relational functions </li></ul><ul><li>Essential in any e-Marketing strategy in order for it to be efficient and deliver results. </li></ul>