Marketing is the process of identifying, anticipating, and satisfying customer needs profitably. It involves four key activities: creating, communicating, delivering, and exchanging value for the customer. Marketing has evolved through different eras from a product-focused approach to today's emphasis on building customer relationships and delivering value. E-marketing applies these marketing principles online using various digital channels like social media, email, banners ads, and mobile to acquire and retain customers throughout their lifecycle.

2. What is Marketing?
 Marketing is the management
process responsible for
identifying, anticipating and
satisfying customer
requirements profitability

3. Components of Marketing
 There are four activities, or components, of
marketing:




Creating
Communicating
Delivering
Exchanging
 The traditional way of viewing the components
of marketing is via the four Ps:




Product
Promotion
Place
Price

4. Marketing is composed of four activities centered
on customer value: creating, communicating,
delivering, and exchanging value

5. Eras of Marketing
 Product orientation: Companies believed that a
way to compete was to focus on product
innovation.
 Selling orientation: Companies believed that it
was necessary to push their products by heavily
emphasizing advertising and selling.
 Value era: Time when companies emphasize
creating value for customers.
 One-to-one era: Time when the way to compete
is to build relationships with customers one at a
time and seek to serve each customer’s needs
individually.

6. CONT….
 Service-dominant logic: Approach to business
that recognizes that consumers want value no
matter how it is delivered, whether it’s via a
product, a service, or a combination of the two.
 Gives rise to Customer Relationship Management
logic era.

7. What is E-Marketing?
 The application of marketing
principles and techniques to
achieve marketing goals via ecommunication technology.

8. What is e-marketing?
 E-marketing is:
 Applying…
Internet and other digital technology…
(web, e-mail, wireless, iTV, databases)
 to…
acquire and retain customers
(through a multi-channel buying
process
and customer lifecycle)
 by…
Improving customer knowledge,
targeting,

9. METHODS OF EMARKETING

10. Social networks

11. Social news

12. Pay Per Click Advertising

13. Banner ads

14. E-mail marketing

15. Blog Marketing

16. SMS Marketing

17. The Impact of E-Marketing
Organizatio
n
Sector
Online
Overall
contribution turnover
Cisco
Networking
hardware
90%
$19bn
Easy jet
Air travel
85%
£264m
Dell
Computers
48%
$25bn
Lands End
Clothing
Clothing
11%
$1.3bn
Book Club
Associates
Books
10%
£100m
Electrocompone Electronics
nts
7%
£761m Group
Domino’s Pizza
Food
3.4%
£76m
Tesco
Grocery
1.4%
£18.4bn
Thomas Cook
Travel
<1%
£1.8bn