ELECTRONIC MARKETING Pavel Kotyza, BA_EM Oct. 1, 2013

Before we start – Warm-up DhMhQdOVldnJssk/viewform

Course contents I. 1.Introduction to Electronic marketing 2.Marketing Concept of IT CRM (IS) as a relationship marketing tool 3.Architecture of the communication system (EDI, API, internet, cloud based) 4.B2B and B2C e-business and e-procurement typology 5.Effective data mining as a source of relevant data about customer needs 6.Customer segmentation - introduction to different types of segments (demographic, socio graphic)

Course contents II. 7.Online application development including metrics definition (definition, targets, key metrics) 8.Internet and mobile marketing advertising formats and their pros, cons 9.Web 2.0, responsive design as a marketing tool – using CRM platforms 10.Social Networks as a marketplace – getting the most from online communities for B2B and B2C marketing communication 11.Future trends in electronic marketing 12.Summary, case studies, discussion, sample test

How to easily pass this class z/Zk Credit will be based on student attendance Exam based on written test Credit & Exam; 7 credits minimum 75% project presentation in class. 5 closed a 5 open questions minimum 75% for passing the class followed by interview if needed. Additional tasks can be formulated/set for a specific student, in order to meet necessary requirements

Question 1 When did you connect to the internet?

Question 2 What was the first thing you purchased from the net?

What is marketing? Marketing is the process of communicating the value of a product or service to customers, for the purpose of selling the product or service.customers It is a critical business function for attracting customers.

What is electronic marketing? Internet TechnologyEconomics The web is fundamentally about individuals using networks to access digital products

Benefits of electronic marketing? Low costs in distribution of information Acts as vibrant media to globl audience Most flexible way of doing business

What is E-Commerce Doing business online “Any form of business transaction in which the parties interact electronically rather than by physical exchange of documents or direct meetings amongst officials”

Methods of E-Marketing Search Engine Marketing (SEM) Display Advertising Marketing Affiliate Marketing Interactive advertising Viral Marketing

Types of E-Marketing Internet Marketing Interactive Marketing Mobile Marketing “Blogs are good for business” – Bill Gates

Problems of E-Marketing Loss of personal touch in shopping Availability of computers /mobile phones Access to Internet Speed, FUP, coverage Credit Cards/Payment methods Cyber Security Identity Theft Cyber Crime Legal issues Trade marks, domain name copyright, jurisdiction issues etc.

E-Business vs. E-Commerce E-BusinessE-Commerce Covers outer and internal processesCovers outward facing problems 3 types of integration: Vertical Integration Front-end website app integration into existing transaction systems Cross business integration Integration of websites of customers, suppliers or sellers such as Web-based Marketplaces Integration of technology Processes for order handling, purchasing or customer services Sub-part of E-Business

Internet in E-Marketing Used for Distribution Customer Relationship Money Collection Lead Generation Advertisement Feed Back Tool

4P in E-Marketing

Product in E-Marketing

Place in E-Marketing

Price in E-Marketing Premium Pricing Penetration Pricing Economy Pricing Price Skimming

Promotion in E-Marketing Search Marketing Pay-per-Click Advertising Affiliate Marketing Offline promotion Strategies

5S in E-Marketing

Benefits of E-Marketing More information for sellers about their customers More information for buyers New technology – interconnectivity More automation World wide sourcing Greater value

Framework of E-Marketing Set overall electronic objectives Need standards and expectations Understand each customer Data based marketing Design your presence Follow the rules of research Entertain! Provide a wealth of experiences Make it interactive Engage the customer

How other define Digital Marketing