1. E-Business
E-MARKETING

2. E-Marketing
Learning objectives
Perlunya pemisahan strategi e-marketing dan e-bisnis yang terpisah
Menyusun rencana untuk menerapkan strategi e-marketing
Membedakan antara karakteristik komunikasi pemasaran media tradisional dan media baru

3. E-Marketing
Issues for managers
Bagaimana kita mengintegrasikan pendekatan pemasaran tradisional dan e-marketing?
Bagaimana kita bisa menggunakan komunikasi elektronik untuk membedakan produk dan layanan kita?
Bagaimana kita mendefinisikan kembali bauran pemasaran dan komunikasi untuk pada media baru?

4. E-Marketing
Introduction

7. The e-marketing plan in the context of other plans
Figure 8.1 The e-marketing plan in the context of other plans

8. E-Marketing
What is e-marketing?

9. E-marketing
The definition of marketing by the Chartered Institute of Marketing ( is: ‘Marketing is the management process responsible for identifying, anticipating and satisfying customer requirements profitability’

10. Distinguishing e-marketing and e-business
Electronic business has some degree of overlap with electronic marketing.
Electronic business is broadly equivalent to electronic marketing.
Electronic marketing is a subset of electronic business.

11. E-Marketing
E-marketing planning

12. SOSTAC – a generic framework for e-marketing planning
Figure 8.2  SOSTAC™ – a generic framework for e-marketing planning

13. E-Marketing
Situation Analysis

14. Inputs to the e-marketing plan from situation analysis

15. Demand analysis
What percentage of customer businesses have access to the Internet?
What percentage of members of the buying decision in these businesses have access to the Internet?
What percentage of customers are prepared to purchase your particular product online?
What percentage of customers with access to the Internet are not prepared to purchase online, but are influenced by web-based information to buy products offline?
What are the barriers to adoption amongst customers and how can we encourage adoption?

16. Customer demand analysis for the car market
Figure 8.4  Customer demand analysis for the car market

17. Benchmarking solutions
Financial performance
Marketplace performance
Business and revenue models
Marketing communications techniques
Services offered
Implementation of services

18. Internal Marketing Audit
Business effectiveness.
Marketing effectiveness. (leads; sales; retention; market share; brand enhancement and loyalty)
customer service.
Internet effectiveness.

19. E-Marketing
Objective setting

22. Assessment of the future online promotion contribution, online revenue contribution and service contribution for the B2B company, for Product A, Europe
Figure 8.5  Assessment of the future online promotion contribution and online revenue for The B2B Company, for Product A, Europe

23. E-Marketing
Strategy

24. Stages in target marketing strategy development

26. 1 Interactivity

27. 2 Intelligence

28. 3 Individualization, 4 Integration

30. E-Marketing
Tactics

31. The elements of the marketing mix
Figure 8.12  The elements of the marketing mix

32. Key online mix variables
Product
Price
Place
Promotion
Service: People, Process, Physical evidence

33. Product Online mix options Extend range (Tesco)
Narrow range (WH Smith iDTV)
Online-only products (banks)
Develop new brand (Egg)
Migrate existing brand (HSBC)
Partner with online brand (Waterstones and Amazon)

34. Online mix options Price Differential pricing:
Reduce online prices due to price transparency and competition (easyJet)
Maintain price to avoid cannibalisation of offline sales (Dixon)
New pricing options (software, music):
Rental
Pay per use
Reverse auctions (B2B)
Dynamic pricing (concert tickets)

35. Place = avoiding channel conflicts
Online mix options
Place = avoiding channel conflicts
Disintermediation – sell direct
Reintermediation – partner with new intermediaries
Countermediation:
Form new intermediaries
Partner with existing intermediaries
Distance from intermediaries (Abbey National)

36. Promotion Online mix options
Selective use of new online tools for different stages of the buying process and customer lifecycle
Online only campaigns
Integrated campaigns – incorporating online tools into communications mix

38. Options for the online vs offline communications mix

39. Service Online mix options People Process Physical evidence
Automate – use web self-service, offer customer choice
Process
Change process for service – contact strategies
Physical evidence
Site design – differentiate or support brand
Fulfilment quality

40. Online Branding
Leslie de Chernatony and Malcolm McDonald in their classic 1992 book, Creating Powerful Brands, define a brand as :
‘an identifiable product or service augmented in such a way that the buyer or user perceives relevant unique added values which match their needs most closely. Furthermore, its success results from being able to sustain these added values in the face of competition’.

41. Aaker and Joachimsthaler – brand equity

42. E-Marketing
Actions

43. Questions that need to be resolved when specifying actions include:
What level of investment in the Internet channel is sufficient to deliver these services?
What will be the payback?
What training of staff is required?
What new responsibilities are required for effective Internet marketing?
Are changes in organizational structure required to deliver Internet-based services?
What activities are involved in creating and maintaining the web site?