E-commerce Lecture 7 E-marketing E-commerce COM380

E-marketing Objectives By the end of the lecture students should: Appreciate the need for separate e-business and e-marketing strategies Understand an e-marketing plan and its implementation Appreciate the differences between traditional and new media marketing communications E-commerce COM380

E-marketing What is e-marketing? Identifying Anticipating Satisfying E-commerce COM380

E-marketing Marketing concept Marketing or customer orientation E-commerce COM380

E-commerce and E-business Relationship E-marketing E-commerce and E-business Relationship EB EM EB EM EB = EM a c b E-commerce COM380

E-marketing E-market planning Situation Objectives Strategy Tactics Action Control E-commerce COM380

E-marketing Situation analysis Demand analysis E-commerce COM380

E-marketing Competitor analysis Well-known local competitors Well-known international competitors New internet companies E-commerce COM380

E-marketing Intermediary analysis Internal marketing audit Objective setting E-commerce COM380

E-marketing Online revenue contribution Online promotion contribution E-commerce COM380

E-marketing Strategy E-business priorities Restructuring Business and revenue models Marketplace Restructuring Market and product development strategies Positioning and differentiation strategies E-commerce COM380

E-marketing Target market strategies Segmentation E-commerce COM380

E-marketing How do we become first choice? Positioning Differential advantage Online value position E-commerce COM380

E-marketing Characteristics of new media marketing communications Interactivity Intelligence Individualisation Integration E-commerce COM380

E-marketing Industry restructuring Independence of location E-commerce COM380

E-marketing Tactics Product How do we differentiate? How do we migrate our brand online or use new brand? Do we become a portal or an ISP? Do we offer extranet to key customers? Do we offer personalised services? Are there any other features we can add and charge for? E-commerce COM380

E-marketing Price Cost of pricing Target profit pricing Competition-based pricing E-commerce COM380

E-marketing Price Market-oriented pricing Premium pricing Penetration pricing E-commerce COM380

E-marketing Place Promotion People, process and physical evidence E-commerce COM380

E-marketing Online branding Brand Brand equity Brand Identity Actions Control E-commerce COM380

E-marketing Objectives Appreciate the need for separate e-business and e-marketing strategies Understand an e-marketing plan and its implementation Appreciate the differences between traditional and new media marketing communications E-commerce COM380