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Objectives
• Define electronic marketing and commerce and
recognize increasing importance in strategic
planning
• Understand characteristics of electronic
marketing and differentiate them from traditional
marketing
• Examine how characteristics of electronic
marketing affect strategy
• Understand how electronic marketing and
information technology facilitate customer
relationship management
• Identify legal/ethical considerations in electronic
marketing
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Electronic Marketing
• E-commerce – conducting business through
telecommunications networks
• E-marketing – creating, distributing, promoting,
and pricing products for targeted customers
over the Internet
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E-MARKETING
E-Marketing:
• Refers to using technology such as the internet, website
and email, sms, including its wide variety of options and
tools to conduct your marketing activities and achieve
your marketing objectives.
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E-MARKETING TOOLS
E-Marketing tools and strategies include:
• Business websites;
• Search Engine;
• Email;
• Online newsletters/e-zines;
• Online catalogues;
• Online press releases;
• Online surveys;
• Online customer service;
• Banner advertising;
• Affiliate marketing.
• Mobile telephone marketing;
• Online Community (Friendster, YouTube) - new
• Web Log (Blog) - new
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THE E-MARKETING
CONCEPT
Examples of e-Marketing include:
• online surveys to conduct market research
• web site to display and sell your products
• internet advertising to promote your
business
• software to collect and analyse your
customer information
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THE E-MARKETING
CONCEPT
The Key to e-Marketing:
• The key to successful e-Marketing in today's business
environment is to place your clients in control. Allow
them to choose how often and what type of messages
they receive, thus creating a more meaningful
relationship with your business.
• This is commonly referred to as Permission Marketing.
• Your e-Marketing messages and tools should aim to
deliver information that the consumer wants - that they
perceive to be valuable.
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CAPABILITIES AND BENEFITS OF E-MARKETING
Global Reach
Personalization
Interactive Marketing
Right-time Marketing
Integrated Marketing
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Characteristics Of
Electronic Marketing
• Addressability
• Interactivity
• Memory
• Control
• Accessibility
• Digitalization
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Addressability
A marketer’s ability to identify customers
before they make a purchase.
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Cookie
An identifying string of text stored on a
website visitor’s computer.
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Interactivity
The ability to allow customers to express
their needs and wants directly to the firm
in response to the firm’s marketing
communications.
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Community
A sense of group membership or feeling of
belonging by individual members.
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Memory
The ability to access databases or data
warehouses containing individual customer
profiles and purchase histories and use
these data in real time to customize a
marketing offer.
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Database
A collection of information arranged for easy
access and retrieval.
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Control
Customers’ ability to regulate the
information they view and the rate and
sequence of their exposure to that
information.
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Portal
A multiservice website that serves as a
gateway to other websites.
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Digitalization
The ability to represent a product, or at
least some of its benefits, as digital bits
of information
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B2B E-MARKETING
• Business-to-business (B2B) e-marketing Use of the Internet for business
transactions between organizations.
• Accounts for 90 percent of all e-business activity.
• Accounts for 10 percent of all B2B transactions.
• Increases efficiency of business transactions, which typically involve more
steps than consumer transactions.
• Electronic data interchange—computer-to-computer exchanges of price
quotations, purchase orders, invoices, and other sales information between
buyers and sellers.
• Web services—Internet-based systems that allow parties to communicate
electronically with one another regardless of the computer operating system
they use.
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• Extranets—secure networks used for e-marketing and accessible through
the firm’s Web site by external customers, suppliers, or other authorized
users.
• Private exchanges—secure Web site at which a company and its suppliers
share all types of data related to e-marketing, from product design through
delivery of orders.
• Electronic exchanges—online marketplaces that bring buyers and sellers
together in one electronic marketplace and cater to a specific industry’s
needs.
• E-procurement—Web-based systems that enable all types of organizations
to improve the efficiency of their bidding and purchasing processes.
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ONLINE SHOPPING AND B2C E-MARKETING
• Business-to-consumer (B2C) e-marketing Selling directly to consumers
over the Internet. Also called e-tailing.
• Service providers such as banks are an important segment of e-tailing.
• Two types of B2C Web sites
• Shopping sites
• Information sites
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ELECTRONIC STOREFRONTS
• Electronic storefront Company Web site that sells products to customers.
• Growth anticipated with the increase in broadband connections.
• Broadband shoppers typically spend 34 percent more online than
narrowband shoppers.
BENEFITS OF B2C E-MARKETING
• Lower prices.
• Convenience.
• Personalization.
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ONLINE BUYERS AND SELLERS
• Demographics of customers are changing as Internet penetration grows.
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E-BUSINESS AND E-MARKETING CHALLENGES
ONLINE PAYMENT SYSTEMS
• Companies have developed secure payment systems to protect customer
information.
• Encryption, Secure Sockets Layer, and electronic wallets.
PRIVACY ISSUES
• Protection of personal information is customers’ top security concern.
• Cookies and spyware allow companies to personalize Internet experience but
also invade computer users’ privacy.
• To reassure customers, many online merchants have signed on with online
privacy organizations such as TRUSTe.
• Companies install firewalls to protect private corporate data.
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INTERNET FRAUD
• Internet Crime Complaint Center logged more than 231,000 complaints in a
recent year.
• Phishing High-tech scam that uses authentic-looking e-mail or pop-up
messages to get unsuspecting victims to reveal personal information.
• Payment fraud is also growing.
WEB SITE DESIGN AND SERVICE
• As many as 70 percent of Internet shopping carts are abandoned before any
purchase is made.
• Companies that have brick-and-mortar experience often have more
experience satisfying customers than Internet-only retailers.
CHANNEL CONFLICTS
• Direct sales to customers can compete with business partners such as
retailers and distributors, disputes called channel conflicts.
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USING THE WEB’S COMMUNICATION FUNCTION
• Web has four main functions: e-business, entertainment, information, and
communication.
• Communication is Web’s most popular function.
• Firms use e-mail to communicate with customers, suppliers, and other
partners.
• ONLINE COMMUNITIES
• Internet forums, newsgroups, electronic bulletin boards, and Web
communities that appeal to people who share common interests.
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BLOGS
• Blog Short for Web log, an online journal written by a blogger.
• Some incorporate wikis and podcasts.
• Corporate blogs can help build brand trust.
• Employee blogs can humanize a company, but negative comments can harm
it.
WEB-BASED PROMOTIONS
• Banner and pop-up ads on Web sites, and online coupons.
• Search marketing Paying search engines, such as Google, a fee to make
sure that the company’s listing appears toward the top of the search results.
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• Planning and preparation—company’s goal for its Web site determines
scope, content, and design.
• Will the site be maintained in-house or by a contractor?
• What will the site be named?
• Content and connections—important factor for whether visitors return to
a site.
• Relevant to viewers, easy to access and understand, updated
regularly, and compelling and entertaining.
• Most small businesses are better off outsourcing to meet their hosting
and maintenance needs.
• Costs and maintenance—development, placing the site on a Web server,
and maintaining, updating, and promoting the site.
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MEASURING WEB SITE EFFECTIVENESS
Click-through rate Percentage of people
presented with a banner ad who click on it.
Conversion rate Percentage of visitors to a
Web site who make a purchase.
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E-Marketing Strategies
And Considerations
• Product
– Computers and related accessories
biggest seller online
– Customized orders
– Services growing
• Distribution
– Order processing
– Synchronization
• Promotion
– Augments traditional forms
– Consumer in control
• Pricing- More consumer information
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Questions For CLV
• Which customers receive preferential
treatment?
• What channels used to interact with
customer?
• Timing of offering to customer?
• Which are good prospects?
• Allocation of resources?
• Method of monitoring customers?
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Goods And Services
Marketed Through Spam
Source: Ferris Research, in “Spam for Everyone,” The New York Times, Jan. 31, 2005, www.nytimes.com.
40. 8 | 40
AMA Code Of
Ethics For
Marketing On
The Internet