Presentation on theme: "E-Marketing Presented to: Sir Inam-ul-haq. Group Members Zil-e-Muhammadbb093036 Usman Shaukatbb093012 Ali Farooqbb093011 Abdul Mauqtadarbb093044 Mehreen."— Presentation transcript:
Group Members Zil-e-Muhammadbb093036 Usman Shaukatbb093012 Ali Farooqbb093011 Abdul Mauqtadarbb093044 Mehreen Sayedbb093043 Amina Zahidbb093063 Ammara Jabeenbb093003 Sobia Zafarbb093009 Adeel Qayyumbb071045
E-Marketing “E-marketing is the use of information technology in the processes of creating, communicating, and delivering value to customers, and for managing customer relationships in ways that benefit the organization and its stakeholders”
E-Marketing E-marketing is used as well as traditional channels to develop positive, long-term customer relationships It create a competitive advantage for the firm by allowing it to charge a higher price for products or services than its competitors can charge
E-Marketing It increases the effectiveness and efficiency of traditional marketing functions The technology transforms marketing strategies Opens new global markets and international partnerships It results in new business models that add customer value and increases profitability
E-Marketing Tools The Internet has a number of tools to offer to the marketer. A company can distribute via the Internet e.g. Amazon.com. A company can use the Internet as a way of building and maintaining a customer relationship e.g. Dell.com. The money collection part of a transaction could be done online e.g. electricity and telephone bills. The Internet could be used for advertising e.g. Google Adwords. Finally, the web can be used as a way of collecting direct responses e.g. as part of a voting system for a game show.
E-Marketing Challenges Online payment system Privacy issues Internet fraud Website Design & service Channel Conflict Online communities Blogs Web based promotions
E-Marketing Challenges ONLINE PAYMENT SYSTEMS –Companies have developed secure payment systems to protect customer information. –Encryption, Secure Sockets Layer, and electronic wallets. PRIVACY ISSUES –Protection of personal information is customers’ top security concern. –Cookies and spy ware allow companies to personalize Internet experience but also invade computer users’ privacy. –To reassure customers, many online merchants have signed on with online privacy organizations such as TRUSTe. –Companies install firewalls to protect private corporate data.
E-Marketing Challenges INTERNET FRAUD –Internet Crime Complaint Center logged more than 231,000 complaints in a recent year. –Phishing High-tech scam that uses authentic-looking e- mail or pop-up messages to get unsuspecting victims to reveal personal information. –Payment fraud is also growing. WEB SITE DESIGN AND SERVICE –As many as 70 percent of Internet shopping carts are abandoned before any purchase is made. –Companies that have brick-and-mortar experience often have more experience satisfying customers than Internet-only retailers.
E-Marketing Challenges CHANNEL CONFLICTS –Direct sales to customers can compete with business partners such as retailers and distributors, disputes called channel conflicts. –Web has four main functions: e-business, entertainment, information, and communication. –Communication is Web’s most popular function. –Firms use e-mail to communicate with customers, suppliers, and other partners. –Spam Popular name for junk e-mail.
E-Marketing Challenges ONLINE COMMUNITIES –Internet forums, newsgroups, electronic bulletin boards, and Web communities that appeal to people who share common interests. BLOGS –Blog Short for Web log, an online journal written by a blogger. –Some incorporate wikis and pod casts. –Corporate blogs can help build brand trust. – Example: Apple’s iLounge –Employee blogs can humanize a company, but negative comments can harm it.
E-Marketing Challenges WEB-BASED PROMOTIONS –Banner and pop-up ads on Web sites, and online coupons. –Search marketing Paying search engines, such as Google, a fee to make sure that the company’s listing appears toward the top of the search results. WEB-BASED PROMOTIONS –Banner and pop-up ads on Web sites, and online coupons. –Search marketing Paying search engines, such as Google, a fee to make sure that the company’s listing appears toward the top of the search results.
B2B E-Marketing Business-to-business (B2B) e-marketing use of the Internet for business transactions between organizations. Accounts for 90 percent of all e-business activity. Accounts for 10 percent of all B2B transactions. Increases efficiency of business transactions, which typically involve more steps than consumer transactions. Electronic data interchange—computer-to-computer exchanges of price quotations, purchase orders, invoices, and other sales information between buyers and sellers. Web services—Internet-based systems that allow parties to communicate electronically with one another regardless of the computer operating system they use.
B2B E-Marketing Extranets—secure networks used for e-marketing and accessible through the firm’s Web site by external customers, suppliers, or other authorized users. Private exchanges—secure Web site at which a company and its suppliers share all types of data related to e-marketing, from product design through delivery of orders.
B2B E-Marketing Electronic exchanges—online marketplaces that bring buyers and sellers together in one electronic marketplace and cater to a specific industry’s needs. E-procurement—Web-based systems that enable all types of organizations to improve the efficiency of their bidding and purchasing processes.
Sectors of B2B Market Producers – includes all manufacturers and service providers; buy goods to use in making other goods or services Middlemen – buy goods for resale; includes all retailers and wholesalers (distributors, vendors) Government – includes all federal, state, and local governments and govt. agencies Nonprofit – includes charities, schools and universities, museums, etc.
B2B Marketing is Different There are fewer customers and they require dependable relationships and a high level of service. Marketing tends to be done by personal selling ( one-on-one) calls to the customer. Specialized media such as trade journals, sales brochures, web sites, trade shows are used rather than traditional mass media.
Online Shopping & B2C E-Marketing Business-to-consumer (B2C) e-marketing Selling directly to consumers over the Internet. Also called e-tailing. Service providers such as banks are an important segment of e-tailing. Two types of B2C Web sites –Shopping sites such as Gap.com where customers can get product information and make purchases online. –Information sites such as Toyota.com where customers can get product information but cannot make purchases online.