1. E-Marketing Communication
GLOBAL MARKETING AND COMMUNICATION
E-Marketing Communication
Dr Sophie Liu

2. Learning objectives
To appreciate global environmental changes in the digital age
To evaluate the opportunities and identify the new trends in e-marketing communications
To appreciate the application of new media in global marketing

3. Global Marketing Environment
Demographic
Intermediaries
Technological
Economic
Customers
Suppliers
Company
Cultural
Publics
Competitors
Political/
Legal
Natural
Micro environment
Macro environment

4. Changes in Global Marketing Environment
Proliferation of new technologies
Globally connected consumers
Higher consumers’ expectations
Increased multi-tasking and multi-screen consumers

5. Suppliers
Intermediaries
Technology
Customers
Competitors
Company

6. Marketers can respond in three basic ways to the environment:
Doing nothing
Reacting to it
Being proactive

7. E-Marketing Communication Tools

8. Interactive Marketing
Online PR
Online sweepstakes
Online discount
Public Relations
Pop-up ads
Banners
Video ads
Advertising
Sales Promotions
Marketing
Sponsorship
Direct Marketing
Promotional Tools
Social media sponsorship
Personal
Selling
Events Marketing
Interactive Marketing
Online
personal
selling
Online events
Mobile marketing
Social media marketing

9. One-to-many Many-to-many
Traditional Media
New Media
One-to-one
One-to-many Many-to-many
One-to-many
Monologue
Dialogue
Mass Marketing
Personalised/Individualised
Brand Generated Content
User Generated Content
Controlled communication
Unstructured communication
Pre-produced/scheduled
Real time creation
Paid platform
Free / low cost

10. Social Media Diversification
Increase coverage;
Produce appealing content in a variety of media forms;
Create brand differentiation;
Enhance consumer experience.

11. Real-time Marketing Event driven Customer driven -- public events
-- brand events
-- breaking news
Customer driven
-- customer service
-- crisis management

12. Interesting Exciting Visual
Content Marketing
Entertaining
Engaging
Interesting
Exciting
Valuable
Visual
Relevant
Inspiring
Attractive

13. Viral Marketing
Viral Marketing refers to any strategy that encourages and facilitates individuals to pass on a marketing message to others, creating potential for exponential growth in the message’s exposure and influence.

14. Viral Marketing Buzz Marketing WOM Marketing
An attempt to deliver a marketing message that spreads quickly and exponentially among consumers.
Get consumers to do marketing for you!
WOM Marketing
An event or activity that generates publicity, excitement, and information to consumers.
Get consumers to talk about you!
When people share an opinion about a product/service /company with others.
Get consumers to become natural brand advocates!

15. Mobile Marketing Mobile Advertising Mobile Apps
Location-based Marketing

18. Social Media Marketing
Conclusion
Content Marketing
Viral Marketing
Social Media Marketing
Buzz Marketing
Real-time Marketing
Mobile Marketing

19. Any Questions?