e-marketing; principles, strategies and toolkits by dr. babak behboudi
DESCRIPTION
This presentation has been presented as a lecture in International Conference on Management in 21st Century and eMarketing Seminar of Mahan Business School, Iran.TRANSCRIPT
Dr. Babak Behboudi
Who is teaching you this course!
International Positions: International Institute of Marketing
Professionals (IIMP®) Toronto, Canada Vice President of Globall Alliances for
Middle East and Oceania
KM-FINANZ AG Turkey Leading German Based Holding Company
B/S/H Hausgräte AG UAE Bosch & Siemens Home Appliances
Poomar Industrial Corp. Iran Furniture and Office Supplies
CELIMPEX Enterprises Inc. Hoding Canada EPC/Logistics/FMCG/Construction
Felesh Advertsising Agency Iran Member of Board/ Chief Marketing Officer Full service marketing, branding and advertising agency
CONTACT INFORMATION
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WORKSHOP AGENDA
1 AN INTRODUCTION TO
eMARKETING
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eMARKETING DEFINED
eMARKETING BENEFITS
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eMARKETING HISTORY
eMARKETING HISTORY
eBusiness just becomes business!
eMARKETING HISTORY
2 eMARKETING vs.
TRADITIONAL MARKETING
eMARKETING VS. TRADITIONAL MARKETING
eMARKETING VS. TRADITIONAL MARKETING
Monologue One way Mass communication Static No interaction among customers Shotgun approach Hard to identify customers Hard to manage customers
BEFORE AFTER
Dialogue One-to-one marketing Real-time Dynamic Collaborative Segmented Rich customer interaction Rich customer data
Customer Customers Supplier Supplier
Internet
eMARKETING VS. TRADITIONAL MARKETING
AND BEYOND…………..
ACME Branded site
Site linking
Small businesses B2B partners
Industry
Business resource Hubs
- Regional - By industry - By application - Portals - Verticals
Search engines - Regionally - Worldwide
Outsource Partners
Admin portal
- Regional - Agent communities - By industry - By application - Portals
First time visitors from search engines.
Partners
Other Blogs
Other Blogs
Forum
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PORTAL
3 eMARKETING STRATEGIC
ADVANTAGE
• Democratization of advertising • Reach: Collapsing barriers of time & space • Lower risk of product / services innovation • Lower cost / higher ROI
– Digitization of all information – Virtual supply chains – Virtual markets – Virtual real-time interaction with customers & suppliers
• Scalability • Ability to coalesce and reach increasingly fragmented
markets • Streamline business process
eMARKETING ADVANTAGES
• Democratization of advertising • Reach: Collapsing barriers of time & space • Lower risk of product / services innovation • Lower cost / higher ROI
– Digitization of all information – Virtual supply chains – Virtual markets – Virtual real-time interaction with customers & suppliers
• Scalability • Ability to coalesce and reach increasingly fragmented
markets • Streamline business process
eMARKETING STRATEGIC ADVANTAGES
eMARKETING STRATEGIC ADVANTAGES
4 eMARKETING PILLARS
eMARKETING PILLARS
eMARKETING PILLARS
eMARKETING PILLARS
5 eMARKETING MIX
eMARKETING MIX
2P
2C
3S
eMARKETING MIX
2P
2C
3S
Personalization, Privacy
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Customer Service, Community,
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Site, Security, Sales Promotion.
6 eMARKETING
STRATEGIES
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eMARKETING PARADIGM
eMARKETING STRATEGY CONSIDERATIONS
eMarketing Strategy
Customer Value
Scope
Price
Revenue Resources
Connected Activities
Implementation
Capabilities
Sustainability
eMARKETING STRATEGY LEVELS
Pure Play
Enterprise
Process
Business Activity
eMARKETING STRATEGY LEVELS
Efficiency & Cost Reduction
ACTIVITY LEVEL
eMARKETING STRATEGY LEVELS
PROCESS LEVEL
Effectiveness & Costumer Retention
eMARKETING STRATEGY LEVELS
ENTERPRISE LEVEL
Pure plays are businesses that began on the internet.
They represent the top level of the E-Business pyramid.
Pure plays face significant challenges.
They must compete as new brands.
They may need to take customers away from established businesses.
Redefining Your Business
eMARKETING STRATEGY LEVELS
PURE PLAY LEVEL
Competitive Advantage
6 eMARKETING FACTS
How Toolkits
can help your
Business
INTRODUCTING R4D MODEL
