e marketing

Subject – Marketing ManagementTopic – E-Marketing

What is E-Marketing?

E-Marketing is the sum of all activities a business conducts through the internet with the purpose of finding, attracting, winning and retaining customer.

The E-Marketing Mix

2P + 2C + 3S

Personalization, Privacy + Customer Service, Community + Site, Security, Sales Promotion

The E-Marketing Mix 2P + 2C + 3S

Personalization, Privacy

Personalization - The need to recognize and identify a certain

customer in order to establish relations. The gather all possible information in order to

develop customized, personalized products and services.

Can be applied to any component of the Marketing Mix.

Example: Use of cookies to gain personalized information of computer / web use.


Personalization, Privacy

Privacy - Connected to ‘Privatization’ How will personal information be used and

protected? Requires an agreed policy on access

procedures and collecting information Must take into account existing regulations

and legal aspects regarding collection and usage of personal information.

The E-Marketing Mix 2P + 2C + 3S Customer Service, Community

Customer service - A required support functions in

transactional situations. Should be treated as along term, on going

process. An essential part of the eMarketing Mix. Service and support acts upon all elements

of 4Ps.

The E-Marketing Mix 2P + 2C + 3S Customer Service, Community

Community - Generated by the nature of the internet. A group of entities that interact for a common

purpose is ‘community’. The value of a network equals the square of the

number of its members. Customers/clients of a business can be seen as

part of a community. Interacting among customer community impacts

on all other functions of eMarketing.


Site, Security, Sales Promotion

Site - The location where eMarketing interactions

take place. Available at any moment and from ant place

– a digital location for digital interactions. This special location , accessible through all

sort of digital technologies is mediates all other functions of e-marketing.



Security - Essential function of eMarketing once transactions

began to be performed through internet channels. Need to include:- Security during transactions performed on the website

(not allowing third parties access to the transaction)- Security of data collected and stored, about our

customers and visitors.

Security safeguards should be communicated to customers



Sales promotion - Widely used in traditional marketing Strategy for immediate sales goals in terms of

volume. eMarketer’s task is to find new possibilities and

new approaches for developing an efficient promotion plan.

Marketer needs to keep up with the latest internet technologies and applications.

What are the eMarketing business benefits?

The key advantage eMarketing has over various other forms of marketing is that the activity you undertake such as email, advertising banners and search engine marketing is in the same medium as where the user will find or buy your product – online!

E-Marketing has a number of other benefits including:

Branding Direct Response Targeting TrackingReturn on Investment


Branding –An organization's products, services, offers and logos can be displayed visually and sometimes with streaming video and audio, on the Internet.

Direct Response Targeting TrackingReturn on Investment


Branding Direct Response –eMarketing is very fast; users can respond to marketing instantly. This allows business to receive more immediate results from promotional and advertising efforts via the Internet.

Targeting TrackingReturn on Investment


Branding Direct Response Targeting –Technologies such as personalisation and geo-coding where users are visiting from - can help marketers target very niche audiences, quite often speaking to a very hard to reach group. This allows businesses to tailor different promotional and advertising messages and offers to each group.

TrackingReturn on Investment


Branding Direct Response Targeting Tracking –The strongest element of eMarketing is that everything is track-able and results can be seen almost instantly. This means if something is not working, you can stop it. If it is working, you can do more of it!

Return on Investment


Branding Direct Response Targeting TrackingReturn on Investment –Because tracking eMarketing is so strong, you can ensure that you can always stay on top of your return on investment. Being able to determine how many people clicked on a banner advertisement or email link allows business owners to calculate their return on investment quite easily and provide accountability often not associated with other forms of marketing.

How E-marketing is better than traditional marketing?

Internet Marketing is More Measureable Internet Marketing Makes Strategic Decisions

Based on Facts Internet Marketing Is Better at Reaching Your

Target Audience Internet Marketing is a Constant Source Internet Marketing Provides Better Word-of-

Mouth Internet Marketing Can Increase Conversions

More


Internet Marketing is More Measureable -Internet marketing allows you to see exactly what you are paying for. Traditional marketing takes a little more trust that the impact of your efforts is helping your bottom line. With Internet marketing you can see real facts and every detail that leads to reaching your goals and determine your ROI.

Internet Marketing Makes Strategic Decisions Based on Facts

Internet Marketing Is Better at Reaching Your Target Audience

Internet Marketing is a Constant Source Internet Marketing Provides Better Word-of-Mouth Internet Marketing Can Increase Conversions More


Internet Marketing is More Measureable Internet Marketing Makes Strategic Decisions Based on Facts –Internet marketing can make decisions based on detailed analytics. The best way to really know how effective your marketing approach is to see exactly what the audience is responding positively too. Internet marketing allows you to study every detail about your audience in real time. You can study data from every phase in your conversion funnel that includes: how people found your website; what they do once they are on your site; and what led to your conversations. You can make adjustments to your campaign at any point to increase the effectiveness of your campaign.

Internet Marketing Is Better at Reaching Your Target Audience Internet Marketing is a Constant Source Internet Marketing Provides Better Word-of-Mouth Internet Marketing Can Increase Conversions More


Internet Marketing is More Measureable Internet Marketing Makes Strategic Decisions Based on Facts Internet Marketing Is Better at Reaching Your Target

Audience –Traditional marketing is known for its reach to a mass audience. There are ways that traditional marketing can target certain demographics depending on a television channel or show, radio station genre or industry magazine. However, traditional marketing will never be able to target as precisely as Internet marketing. With Internet marketing you can target even the smallest audience based on a variety of things. Internet marketing also does a great job of targeting your advertising spend so that you know all of your money is being spent in the most effective way.

Internet Marketing is a Constant Source Internet Marketing Provides Better Word-of-Mouth Internet Marketing Can Increase Conversions More


Internet Marketing is More Measureable Internet Marketing Makes Strategic Decisions Based on Facts Internet Marketing Is Better at Reaching Your Target Audience Internet Marketing is a Constant Source –When you hear or see a television or radio ad it is there one minute and then it is gone. If you catch an ad in passing and you missed some information you cannot go back and review it. Print is a little better for this but newspapers and magazines do get thrown out after a week or month. Internet marketing provides you a permanent address online that people can visit anytime they want. Even if someone does not know about your company they can do searches based on what you offer and find you in the search engines.

Internet Marketing Provides Better Word-of-Mouth Internet Marketing Can Increase Conversions More


Internet Marketing is More Measureable Internet Marketing Makes Strategic Decisions Based on Facts Internet Marketing Is Better at Reaching Your Target

Audience Internet Marketing is a Constant Source Internet Marketing Provides Better Word-of-Mouth –Word-of-mouth is still the most effective marketing for producing conversions. Social Media is an aspect of Internet marketing that allows people to build a community and let others spread positive feedback about your product or service. When you develop evangelists for your company, with Social Media Marketing, your message will be spread quickly because more people are speaking for you. People will normally trust word-of-mouth much more than traditional ads that try to convince you about the benefits of a product or service.

Internet Marketing Can Increase Conversions More


Internet Marketing is More Measureable Internet Marketing Makes Strategic Decisions Based on Facts Internet Marketing Is Better at Reaching Your Target Audience Internet Marketing is a Constant Source Internet Marketing Provides Better Word-of-Mouth

Internet Marketing Can Increase Conversions More –No matter what your goal, Internet marketing can increase your conversions month after month. The reason Internet marketing is more effective at delivering conversions is that you can study every detail of what is working and what might not be working. It takes the guessing game out of it. You can continue to place more emphasis on the tactics that are working and eliminate anything that is not effective. Internet marketing also provides an environment where you can safely test new ideas so that you are always pushing to improve your campaign's performance.Traditional marketing develops a campaign and then hopes that it will work. This makes it difficult for traditional agencies to test new ideas or even look into all of the details to determine the effectiveness of a campaign.

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e marketing

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