Marketing Management Online marketing

Agenda  Introduction to E-Marketing  The Benefits of Online Marketing  Online Marketing Channels  Role of the Internet  Types of E-Markets  Issues and Opportunities  Disadvantages

Introduction to E-Marketing  E-Marketing is the application of a broad range of information technologies in marketing functions, to achieve the following  Transform marketing strategies to create more customer value through more effective segmentation, targeting, differentiation and positioning strategies  More efficient planning and execution of conception, distribution, promotion, and pricing of goods and services and ideas  Create exchanges that satisfy individual consumer and business customer’s needs and wants

Online Marketing  Online Marketing is conducted through interactive online computer systems, which link consumers with sellers electronically.  Two types of Online Marketing Channels:  Commercial Online Services offer online information and marketing services to subscribers who pay a monthly fee.  The Internet (the Net) is the vast global and public web of computer networks.  The explosion of Internet usage has created a new world of electronic commerce, a term that refers to the buying and selling process supported by electronic means.

Convenient Private Abundance of Information Interactive Immediate Consumers Companies Consumer Relationship Building Reduces Costs Increases Efficiency Provides Flexibility Global Medium

Creating an Electronic Storefront Buy Space on a Commercial Online Service Open It’s Own Web Page Creating an Electronic Storefront Buy Space on a Commercial Online Service Open It’s Own Web Page Placing Advertisements Online Place Ads in Special Sections of Online Services Place Ads in Certain Internet Newsgroups Buy Online Ads That Pop Up While Consumers are Surfing Placing Advertisements Online Place Ads in Special Sections of Online Services Place Ads in Certain Internet Newsgroups Buy Online Ads That Pop Up While Consumers are Surfing Participating in Forums, Newsgroups & Web Communities Forums: Discussion Groups on Commercial Online Services Newsgroups: Internet Version of Forums Web Communities: Sites Where Members Exchange Views Online Participating in Forums, Newsgroups & Web Communities Forums: Discussion Groups on Commercial Online Services Newsgroups: Internet Version of Forums Web Communities: Sites Where Members Exchange Views Online Using and Webcasting Customers Send Questions, Suggestions & Complaints Via Webcasting: Automatic Downloading of Information to PC’s Using and Webcasting Customers Send Questions, Suggestions & Complaints Via Webcasting: Automatic Downloading of Information to PC’s

Role of the Internet  The internet is a global network of interconnected networks. This includes millions of corporate, government, organizational and private networks forming the World wide web (WWW).  Internet consists of computers with data, users who can send and receive the data files and a technology infrastructure to move, create and view or listen to the content.  The three important types of network that forms the part of internet are  Intranet  Extranet  Web

Impact of Internet in Modern Marketing  Power shift from sellers to buyers  Death if distance  Time compression  Knowledge management  Interdisciplinary focus  Intellectual capital rules

Types of E-Markets  B2B – Business to Business  B2C – Business to Customer  C2C – Customer to Customer

Different types of Internet sites  Company / brand sites  Service sites  Selling sites  Information sites

Importance of Information in Marketing  Better products  Better prices  Better distribution  Better promotion  Better Implementation

The Impact of Internet on Markets  Control of Interactions  More and better Information  Customized products  Fewer fixed price  Restructured channels  Buyer communication

Issues and Opportunities  Information quality and quantity  Customer service  Security and Privacy  International Markets

Four main functions of Internet in Marketing  Communication  E-Commerce  Entertainment  Information

Communication   Instant messaging  Chat rooms  Online communities

E-Commerce  Online auctions  B2B  B2C

Entertainment  Online games  Online Radio  E- Books

Information  Search engines  Online publications  Web communities  Electronic bulletin boards

Disadvantages  The online marketing is not free. The cost of software, hardware, web site design, maintenance of site, online distribution costs and time, all must be factored into the cost of providing the service or product.  Internet is still regarded as a source of information gathering.  Many people prefer the live interaction when they buy.

Disadvantages  There is a lot of competition for your product already out there. By the time your visitor finds you, they have already been clicking many links. Unless they can find what they are looking for quickly, they are gone.  There is not replacement for good old fashioned customer service. The majority of internet marketers lack customer service and inquiry response programs.

Overview  Introduction to E-Marketing  The Benefits of Online Marketing  Online Marketing Channels  Role of the Internet  Types of E-Markets  Issues and Opportunities  Disadvantages