1. Electronic Marketing: Integrating Electronic Resources into the Marketing Process, 2e 9/9/2015  2004 Joel Reedy and Shauna Schullo Electronic Marketing Chapter 7 The Tools of Electronic Marketing Resources

2. Electronic Marketing: Integrating Electronic Resources into the Marketing Process, 2e 9/9/2015  2004 Joel Reedy and Shauna Schullo The “Electronics” of E-Commerce The reach for most marketers has shifted from outward to inward, from mass communications to markets of one, such as individual purchasers The power of the e-communications is the strong link between the vendor and the customer because of the benefits of speed, accuracy, and convenience

3. Electronic Marketing: Integrating Electronic Resources into the Marketing Process, 2e 9/9/2015  2004 Joel Reedy and Shauna Schullo The “Electronics” of E-Commerce The focus on EMR will broaden the marketers’ use for communications, segmentation, or memory enhancements of customer preferences –Interactive kiosks –Pagers –Optical scanners –“Smart cards” with memory chips –Videography –CD-ROMs

4. Electronic Marketing: Integrating Electronic Resources into the Marketing Process, 2e 9/9/2015  2004 Joel Reedy and Shauna Schullo The Data Warehouse and Enterprise Reporting Marketers use a transient medium of communication The Web: the next paradigm for distribution of marketing communications The Web is a truly interactive way of captivating the audience

5. Electronic Marketing: Integrating Electronic Resources into the Marketing Process, 2e 9/9/2015  2004 Joel Reedy and Shauna Schullo The Data Warehouse and Enterprise Reporting The Web is a new component of data processing The ability for instantaneous, massive volumes of incoming and outgoing data –Including e-mail addresses –Your machine or computer –Length of time on the site –Mouse clicks are recorded –Most recent session is then compared to other information already taken from other visits on the Web

6. Electronic Marketing: Integrating Electronic Resources into the Marketing Process, 2e 9/9/2015  2004 Joel Reedy and Shauna Schullo E-mail, a Hardworking Messenger E-mail has become the most prevalent communications tool for exchanging messages at the local, national or international scope Low-to-no cost e-mail providers E-mail is a low-cost messaging system that is very flexible for reaching individuals, groups, and company-wide audiences

7. Electronic Marketing: Integrating Electronic Resources into the Marketing Process, 2e 9/9/2015  2004 Joel Reedy and Shauna Schullo E-mail, a Hardworking Messenger External communications such as links to customers, business partners, and prospects –The lists can be private –Messages are posted to the site without supervision –E-mail can be anonymous –E-mail is a quick response

8. Electronic Marketing: Integrating Electronic Resources into the Marketing Process, 2e 9/9/2015  2004 Joel Reedy and Shauna Schullo The Internet’s Interconnections The Internet’s Origins –Began as a government defense project in late ‘60s –Government’s goal was to prevent interruption of communications’ links in case of nuclear war or natural disasters –System was turned over to National Science Foundation (NSF) for use by the research and educational constituencies The Mosaic browser was developed at the University of Illinois, and now is represented by versions of Netscape and Internet Explorer

9. Electronic Marketing: Integrating Electronic Resources into the Marketing Process, 2e 9/9/2015  2004 Joel Reedy and Shauna Schullo The Wonders of the World Wide Web Relatively new marketing and communications resource, introduced to the public in 1991 Advent of color monitors, faster modems, sound cards with speakers heightened the skills and expertise of Web designers Since the mid-90s, partial Web sites have come alive with motion and sound as well as more sophisticated colors and graphics Improved information retrieval includes integrating a site search engine

10. Electronic Marketing: Integrating Electronic Resources into the Marketing Process, 2e 9/9/2015  2004 Joel Reedy and Shauna Schullo The Wonders of the World Wide Web The advantages and disadvantages of a Web presence –Flexibility in design –Updated as often as the marketer wishes –Flexibility in interaction with customer or prospect –Initial cost and time management are substantial The global commerce potential is attractive since the emergence of free market economies around the world

11. Electronic Marketing: Integrating Electronic Resources into the Marketing Process, 2e 9/9/2015  2004 Joel Reedy and Shauna Schullo The Growing of the Internet The Internet culture blossoms The spread of interface and icon usage brings together technology and culture elements to demonstrate how these graphical representations have earned a place at home and work

12. Electronic Marketing: Integrating Electronic Resources into the Marketing Process, 2e 9/9/2015  2004 Joel Reedy and Shauna Schullo The EM Tools: Robot Shopping Agents Compares prices from site to site, can ensure the lowest expenditures for the consumer “Shopbots” are becoming a convenience for the consumer, but possibly an inconvenience or sale-robbing threat to e- merchant Beware that not all sites will participate with shopping bots Horizontal versus vertical agents

13. Electronic Marketing: Integrating Electronic Resources into the Marketing Process, 2e 9/9/2015  2004 Joel Reedy and Shauna Schullo The Extended Memory of CD-ROMs Finding more applications for aluminum-coated disks than just playing music Speed is important to marketers as well as multimedia capabilities CD-ROMs have become a transfer medium for software

14. Electronic Marketing: Integrating Electronic Resources into the Marketing Process, 2e 9/9/2015  2004 Joel Reedy and Shauna Schullo The Benefits of Database and Other Software Marketing Tools Improving corporate memory has been the goal of database management applications for years –Small firms might use Microsoft Access as their database application for minimal customer or inventory records –Large companies might use powerful database packages such as Oracle products There is a database management tool to fit each situation

15. Electronic Marketing: Integrating Electronic Resources into the Marketing Process, 2e 9/9/2015  2004 Joel Reedy and Shauna Schullo The Benefits of Database and Other Software Marketing Tools Customer Relationship Management (CRM) is not a tool or a business tactic CRM is the result of a customer-oriented strategy CRM has been the most important communication tool implemented by B2C marketers CRM uses database technologies to collect information, segment and run direct promotional campaigns

16. Electronic Marketing: Integrating Electronic Resources into the Marketing Process, 2e 9/9/2015  2004 Joel Reedy and Shauna Schullo The Benefits of Database and Other Software Marketing Tools The value of CRM is seen in all aspects of Customer Service –Provides a global view –Allows for analysis of customer interactions and communications –Provides the marketer with better performance data

17. Electronic Marketing: Integrating Electronic Resources into the Marketing Process, 2e 9/9/2015  2004 Joel Reedy and Shauna Schullo The Benefits of Database and Other Software Marketing Tools Resources to consider –Hire an in-house software developer –Engage an outside software development company Front-end and back-end application devices used together build database systems –Front-end systems provide the client with a method to input data, probably in marketing or IT/IS/MIS departments –Back-end systems are repositories for the data wherever the server is located –Front-end/back-end combination acts as back-end to send or retrieve the data

18. Electronic Marketing: Integrating Electronic Resources into the Marketing Process, 2e 9/9/2015  2004 Joel Reedy and Shauna Schullo Communications Networks Communications are graduating to service specialized audiences, no longer used for addressing mass audiences Communication networks usually fall into two categories –Intranet –Extranet

19. Electronic Marketing: Integrating Electronic Resources into the Marketing Process, 2e 9/9/2015  2004 Joel Reedy and Shauna Schullo Communications Networks An Intranet, a private access communications network, designed most frequently for employees within a corporation –Addresses issues of interest to the company’s constituencies –Repository for work-in-progress or for accessing files off-site or for employees working off-site –Intranet can contain much information including company notices, work schedules, and even classified ad offerings –The Intranet can be a source of pride for the staff

20. Electronic Marketing: Integrating Electronic Resources into the Marketing Process, 2e 9/9/2015  2004 Joel Reedy and Shauna Schullo Communications Networks An Extranet is a semi-private access communications network that includes linkage to selected external suppliers and clients –This outside-the-company network helps to coordinate projects that are distant in geography or include people that are infrequently involved in the project

21. Electronic Marketing: Integrating Electronic Resources into the Marketing Process, 2e 9/9/2015  2004 Joel Reedy and Shauna Schullo Software Working Hand-in-Hand Rapid communications are vital to the responses and success of management Provides a competitive advantage that can be derived from more powerful and reliable tools

22. Electronic Marketing: Integrating Electronic Resources into the Marketing Process, 2e 9/9/2015  2004 Joel Reedy and Shauna Schullo Reporting and Planning Systems Business management requires clear and concise decision- making and frequent reporting of project status For comprehension, reports have become more visual in the last few years Software systems must access, analyze, and develop accurate assessments for strategic decisions Resulting data must be easy to read and understand Large, long term projects benefit from planning applications to set deadlines, milestone points and overlap, and down times.

23. Electronic Marketing: Integrating Electronic Resources into the Marketing Process, 2e 9/9/2015  2004 Joel Reedy and Shauna Schullo Optical Scanners Spreading into new and varied service industries; manufacturing, the medical industry, the aircraft industry, and in lumbering for measurement purposes Electronic tools save many hours in pricing and counting inventory, coupons or contest entries Optical scanners often dispense coupons Scanners increase performance by tracking results of promotions, counting units sold, checking competitive prices, verifying identities, and much more

24. Electronic Marketing: Integrating Electronic Resources into the Marketing Process, 2e 9/9/2015  2004 Joel Reedy and Shauna Schullo Fax-Back Systems The Facsimile has been reborn to serve to distribute information, with systems delivering more than a one-to-one transmission Can be less costly when the situation requires a high volume of repetitive information Fax-back systems can provide field sales personnel extensive information from a central office many miles away

25. Electronic Marketing: Integrating Electronic Resources into the Marketing Process, 2e 9/9/2015  2004 Joel Reedy and Shauna Schullo Web Portal Sites A Web super site; the portal is the entry point that offers a broad array of resources and services such as e-mail, forums, search engines, news postings, personal Web pages, and online shopping malls America Online (AOL) is the largest and most successful portal in history as a one-stop service to access the best on the Web Marketers might look at advertising exposure on several portal sites as he would analyze programming on a television network

26. Electronic Marketing: Integrating Electronic Resources into the Marketing Process, 2e 9/9/2015  2004 Joel Reedy and Shauna Schullo The Limitations of Electronic Marketing Resources With every improvement, there is a trade-off, usually price –Cost benefit analyses are conducted as a starting point to determine if the cost of the proposed new marketing system can save money over the current system Investigating her options in scalable software and hardware or other high tech equipment for future growth Systems are becoming more and more complex

27. Electronic Marketing: Integrating Electronic Resources into the Marketing Process, 2e 9/9/2015  2004 Joel Reedy and Shauna Schullo The Limitations of Electronic Marketing Resources Resourceful companies spend handsomely on training to retain their best employees A negative factor is the lower penetration of the Web into American households General lack of faith in financial transactions over the Web Acceptance of electronic commerce is varied according to the industry

28. Electronic Marketing: Integrating Electronic Resources into the Marketing Process, 2e 9/9/2015  2004 Joel Reedy and Shauna Schullo The Limitations of Electronic Marketing Resources For international marketers, obstacles could be the limitations in language, laws, and currency, with possible cultural differences in the exchange process Marketers must clearly communicate their electronic resources needs to suppliers so that the proper trilogy-- software system, hardware, and proper budgeting--is attained.

29. Electronic Marketing: Integrating Electronic Resources into the Marketing Process, 2e 9/9/2015  2004 Joel Reedy and Shauna Schullo The Problems with the Web Site The most commonly experienced Web access problem is that of taking too long to download pages The growing problem of broken links or dead Web pages The content on the Web What equipment does the user own to access various Web sites? The Web also has caused an impact in customer service capabilities