This document provides an overview of strategies for reaching customers through e-marketing. It discusses understanding customers by knowing their motivations, expectations, fears and the online buying process. It emphasizes the importance of building relationships and communities to retain customers. Different strategies are outlined, including online advertising, email marketing, search engine marketing, and social media marketing. Case studies are presented for various industry players to illustrate these concepts. The overall focus is on how to effectively engage with customers through electronic and digital channels.

1. Reaching to Customers through E-marketing > Detailed: Knowing the Customer(s) > Different Strategies for Reaching to Customers > Quiz 1 (based on Session 4-7) Class Presentation | Session 9 | 14 Sep 2010

2. Reaching to Customer through E-MarketingKnowing the Customer(s) Introduction to e-Customers – Background Customers are becoming an important part of the communication mix They talkback and also “shout” back 80% consumers say they wont go back to brand if experienced bad customer service (2008 figure – it was 68% in 2006) Viral power has increased tremendously….Consider: Coke’s Mentos Geyser Lay’s Globally diverse consumers: “internationalization” of campaigns“Think Global” Changed media consumption: internet has a significant share Customers sensitive of privacy: Use online surveys with caution E-Marketing 2

3. Reaching to Customer through E-MarketingKnowing the Customer(s) Introductions to e-Customers – Ideal Customers Those who buy more…..(?) WRONG Those who give you “time” not money! They pay attention Give feedback Share information with others Become “partners” And yes….they buy (in whatever quantity) They help/influence ‘others’ buy (or even otherwise) Brand Evangelists rather than just ‘purchasers’ A caring consumer manifests a committed customer – long-time engagement E-Marketing 3

4. Reaching to Customer through E-MarketingKnowing the Customer(s) MOTIVATIONSUnderstanding why customers go online and what do they do there Top 5 Finding information about goods/services E-mailing Services related to travelling Info from Public Authorities Internet banking Internet shoppers hate real shopping? NO – they just want more info &better deals Respond to their motivations and offer multipleoptions of finding information Consider 6Cs: Content | Customization | Community | Convenience | Choice | Cost Reduction E-Marketing 4

5. Reaching to Customer through E-MarketingKnowing the Customer(s) EXPECTATIONSWhat customers are expecting online Raised Expectations with higher standards in: Service Convenience Delivery Pricing & Choices How to manage expectations Understanding Expectations (for delivery, service level) Setting and Communicating the service promise (through statements, guarantees) Delivering the Service Promise (by ensuring logistical and backend support) E-Marketing 5

6. Reaching to Customer through E-MarketingKnowing the Customer(s) FEARS AND PHOBIASWhat scares customers online Commonly known/realized Identity thefts, SCAMS, Credit card loss Lack of Privacy Hoaxes Less common Fear of inaccurate or too much information Loss to our personal lives, family relations etc. Ways to prevent: Clear Privacy Statements Follow privacy and security guidelines of respective regions/countries Make privacy a top priority Independent/3rd party certifications (Truste, Verisign) Focus on service quality Use content to explain/help them in their actions Better site design to give a better user experience Remember: Price doesn’t rule the web, trust does! E-Marketing 6

7. Reaching to Customer through E-MarketingKnowing the Customer(s) THE ONLINE BUYING PROCESSDifferent steps in using internet to purchase Similar to Five-step model given by Kotler (Marketing Management, 12/ed.) Steps involved in Buying Process (typical): Problem Recognition Information Search Evaluation Decision Action (Sale) Post-Sale What is different now A compressed process because of ease of internet Supplier search primarily through Comparison sites Customer reviews easily available through User Generated Content Brand is more important because of trust E-Marketing 7

8. Reaching to Customer through E-MarketingKnowing the Customer(s) ONLINE INFORMATION PROCESSINGHow consumer sees it all Five stages of On-site information processing Exposure How is information presented Attention What keeps the viewer attentive Review using latest technology – heatmaps is also possible Comprehension and Perception How consumer is understanding and perceiving information Yielding and Acceptance Whether they accept it or not Retention A good site design stays in mind E-Marketing 8

9. Reaching to Customer through E-MarketingKnowing the Customer(s) RELATIONSHIPSImportance of making loyal customers online Retaining Customers is five times beneficial Online it can be ten times beneficial Relationships are built on same “ladder of Loyalty” as of marketing: From Suspects to Prospects From Prospects to Customers From Customers to Clients From Clients to Advocates How to do it? First: target “ideal customers” Second: Delight them not satisfy them Dell’s Example – Loyalty Drivers for Dell Order Fulfillment Product Performance Post Sales Service & Support E-Marketing 9

10. Reaching to Customer through E-MarketingKnowing the Customer(s) COMMUNITIESHow to use online communities Online Communities are easy to form and can be of several types/origin based on: Purpose (travelers looking for cheap flights, hotels:Holiday Inn) Position (people with diabetics: Accu Check) Interest (Fans of Manchester United: team sponsors - AIG) Profession (Interior designers: Philips) They are ideally a place where people get together and talk about your brand They are important for building loyalty E-Marketing 10

11. Different Strategies for Reaching to Customers Online Advertising – Key Topics Different forms of Online Advertising How Online Advertising is used in different formats Effectiveness of Online Advertising Metrics related to Online Advertising Online Advertising Agencies Online Advertising in Pakistan Case Studies from Industry players Affiliate Marketing E-Marketing 11

12. Different Strategies for Reaching to Customers Email Marketing – Key Topics How is Email Marketing different from conventional online advertising Key issues in Email Marketing Email Marketing’s effectiveness Technical information related to Email Marketing Email Marketing in Pakistan – current trends Case Studies in Email Marketing E-Marketing 12

13. Different Strategies for Reaching to Customers Search Engine Marketing – Key Topics Understanding Search Engines What is Search Engine Optimization and Search Engine Marketing Key technicalities of SEO & SEM related to Marketing Different ways of doing it (including the unethical practices) Case Studies in Search Engine Marketing E-Marketing 13

14. Different Strategies for Reaching to Customers Social Media and Social Media Marketing – Key Topics Understanding Social Media How Social Media Marketing is different from Online Advertising Cost-effectiveness and efficiency in Social Media Marketing Different options in Social Media Marketing Problems in Social Media Marketing Social Media Marketing in Pakistan Case Studies in Social Media Marketing E-Marketing 14

15. Online Advertising > Overview of Online Advertising > Formats in Online Advertising > Segmentation and Targeting in Online Advertising > Class discussion on 1 x Case Study Class Presentation | Session 10 | 17 Sep 2010