Slide 4.1 Marketing in the Internet age Chapter 4

Slide 4.2 Forces shaping the Internet age Figure 4.1 Forces shaping the Internet age

Slide 4.3 Major forces shaping the Internet age Digitalisation and connectivity –The flow of digital information requires connectivity Intranets, Extranets and the Internet The Internet explosion –Key driver of the “New Economy”

Slide 4.4 Major forces shaping the Internet age New types of intermediaries –Brick-and-mortar firms often face disintermediation from click-only competitors –The click-and-mortar business model has been highly successful Customisation and customerisation Jfr banker

Slide 4.5 Marketing strategy in the new digital age E-business –Uses electronic means and platforms to conduct business E-commerce –Facilitates the sale of products and services by electronic means E-marketing –Includes efforts that inform, communicate, promote, and sell products over the Internet.

Slide 4.6 Benefits of the Internet To buyers: Convenience Easy and private Greater product access/selection Access to comparative information Interactive and immediate To sellers: Relationship building Reduced costs Increased speed and efficiency Flexibility Global access, global reach Vilken är baksidan?

Slide 4.7 E-marketing domains Figure 4.2 E-marketing domains

Slide 4.8 B2C (business to consumer) The online selling to final consumers –Now more mainstream and diverse Has created new targeting opportunities Online behaviour differs by demographic characteristics –Online consumers differ from traditional off-line consumers They initiate and control the exchange process Value information highly

Slide 4.9 B2B (business to business) B2B sales far exceed B2C sales –B2B are estimated to reach €3.6 trillion in 2005 Open trading networks –Huge e-marketplaces bringing buyers and sellers together Private trading networks –Link sellers with their own trading partners

Slide 4.10 C2C (consumer to consumer) C2C websites help consumers exchange goods or information –eBay is one example Auction sites facilitate the exchange process –By allowing access to a much larger audience Newsgroups / forums –Help consumers to find and share information

Slide 4.11 C2B (consumer to business) Allows consumers to search out sellers, learn about offers, initiate purchase or dictate purchase terms –Priceline.com is an example Some sites facilitate the feedback process between customers and companies –PlanetFeedback.com is an example

Slide 4.12 Conducting e-commerce Click-only companies –E-tailers, search engines and portals, ISPs, transaction sites, enabler sites Click-and-mortar companies –Channel conflict was initially a concern –E-commerce often created new customers, rather than cannibalising existing ones –Many firms now enjoy greater success than their click-only competition (e.g.Tesco)

Slide 4.13 Setting up for e-marketing Figure 4.3 Setting up for e-marketing

Slide 4.14 Conducting e-commerce Creating websites Placing ads and promotions online Creating or participating in web communities Using and webcasting

Slide 4.15 Seven C’s of website design Context Content Community Communication Connection Commerce Customisation layout budskap Förenar olika användare tvåvägskommunikation länkar transaktioner Skräddarsy

Slide 4.16 Online forms of ads and promotions Banner ads/tickers Skyscrapers Interstitials Browser ads Content sponsorships Micro-sites Viral marketing Word-of-mouth Förhatliga popups

Slide 4.17 The promise and challenges of e-commerce For most companies online marketing will remain just one important approach to the market-place Two major sets of concern: –Profitability Few B2C companies are profitable –Legal and ethical issues: Online privacy and security Internet fraud, the digital divide, access by vulnerable or unauthorised groups Case Cool diamonds s127