internet marketing: satisfying customers on-line rybachuk anya business administration &...

Internet Marketing:

Satisfying Customers On-line

Rybachuk Anya

Business Administration & Economics Department

CITY Liberal Studies

Affiliated Institution of Sheffield University

Presentation Outline:

This Market is too big to be ignored! Transition from the Marketplace to the

Marketspace New Rules of Marketing What is Internet Marketing? Traditional vs Internet Marketing Problems and Pitfalls Conclusions

Question1:

How many of us have used Internet for purchasing a

product or service on-line?

Facts about doing business on the Internet (B2C)

Facts about doing business on the Internet (B2B)

Question2:

Is doing business on the Internet the same with doing

business off-line?

It aims to be the most customer-focused company ever: both on-line and off-line.

It created ultrapersonilized stores. It provides customers with the access to the

world’s largest community of experienced on-line shoppers through auction.

(Business Week, 1998)

… but most importantly its appearance forced a whole

industry to change

FROM THE

MARKETPLACE TO THE

MARKETSPACE

Advantages of the Marketspace

DIRECT CONTACT HIGH SPEED GREAT VARIETY USE OF MULTIMEDIA ACCESSIBLE 24 HOURS… …FROM AROUND THE WORLD!!! LOW COST

New Rules for Internet marketing

Power shift from sellers to buyers

Increasing velocity Death of distance Global reach Time compression

Knowledge management is key

Market deconstruction Interoperability Interdisciplinary focus Intellectual capital rules

(Strauss and Frost, 2000)

Definition of Internet Marketing

Internet Marketing is the application of the Internet

and related digital technologies to achieve marketing objectives

(Chaffey, 2000)

Traditional vs. Internet Marketing

Old Media New Media

1:M communication model 1:1 model

Mass marketing Individualised marketing or mass-customisation

Monologue Dialogue

Branding Communication

Supply side thinking Demand side thinking

Customer as a target Customer as a partner

Segmentation Communities

Components of the Marketing Mix(4 Ps)

PRODUCT

PRICE

PROMOTION

PLACE

STATEMENT No.1

“If I’m selling to you, I speak your language. If I am buying, dann mussen Sie Deutsch sprechen (then you must speak German).”

-Will Brandt, ex-Chancellor, Germany

Problems of Internet Marketing

Transmission time; Site congestion; Lack of organisation; Lack of security; Global differences; Customer is in charge; Time of visit.

(Evans and King, 1999)

Pitfalls of Internet marketing

Traditional vs. Internet Marketing techniques;

Bad news travel quickly;

Difficulties with identifying the market;

Not many words;

Not paying attention;

Poor structure;

Dishonesty;

Channel conflict.(Levinson and Rubin, 1995)

Conclusions (1):

The number of people and companies doing transactions on the Internet is dramatically increasing;

No company should ignore the power of Internet in doing business…

…but doing business in the Marketspace is different from the marketplace;

Conclusions (2):

So Internet Marketing is here to provide companies with the way to achieve a desired level of customer satisfaction;

Internet Marketing is not a solution by itself. Companies must be creative, innovative and effective enough in order to avoid Internet marketing problems and seize its opportunities.