E-Marketing Chapter 8, p. 415 - 449 Trine & Maiken Maiken har slides: 1-5 + 9 med integration + 15 ( Price) + 18-19 Trine har: 6 (intelligence) - 8 + 10 med industry - 14 + 16-17 (place & promotion) Trine & Maiken

Disposition The '6 Is' of e-marketing Marketing Mix - the 4 Ps of product Online branding - The importance of branding online

The '6 Is' of e-marketing Interactivity Intelligence Individualization Integration Industry restructuring Independence of location "Recognizing the differences between internet and other media is important to achieve success in channel promotion and channel satisfaction and lead to positive channel outcomes and profitability." p. 415 - A description of the differences between traditional media (Tv, print, radio) and new media (websites and interactive TV) - Knowing the differences between internet and other media is important to achieve success in channel promotion and channel satisfaction and lead to positive channel outcomes and profitability. - And therefore by considering the 6 Is' of the new media, marketing managers can develop marketing plans that accommodate the new media."

Interactivity "[...] Interactivity is a key characteristic of the Internet which enables companies to communicate with customers in a new way." p. 415

The figure shows how traditional media are push media where the marketing message is broadcast from company to customer. Here there is no interaction with the customer. On the internet a customer starts the contact and seeks for information on a website. This is pull marketing communication, because the customer is proactive in interacting with companies through seeking information or entertainment on company websites.

Intelligence —The internet collects marketing research —The customers perception of products and services —Every click is beeing recorded The Internet can be used as a relatively low-cost method of collecting marketing research, particularly about customer perceptions of products and services. Every time a user click on a link, it is beeing recorded, and can be analyzed with web analytics tools. By doing that, a company can offer their customers the products they want, or the offers they are most likely to respond to

Individualization The products are tailored to the individual Personalization Customer relationship Another important feature of the interactive marketing communications referred to above is that they can be tailored to the individual. Another important feature of the interactive marketing communications referred to above is that they can be tailored to the individual

Integration Consider integration of media - how to complement different channels to get customers Changing channels during the buying process; 'mixed-mode buying' (switching between online/offline) As the organization you need to consider integration of media, how to use and complement different channels to get new customers and to keep existing customers. Changing from one channel to another during the buying process is referred to as “mixed-mode buying”, which is switching between online and offline channels (skabe forbindelse mellem virksomhed og kunder)

Industry restructuring Disintermediation, reintermediation and countermediation when developing e- marketing strategy "How do our offerings compare to those of competitors in terms of features, benefits and price? "

Independence of location The Internet makes it possible to sell to a country without a local sales or customer service force The physical shops will still be necessary for some products

Marketing Mix - the 4 Ps of product The marketing mix is applied frequently when developing marketing strategies It provides a simple framework for varying different elements of the product offering to influence the demand for products within target markets Product Price Place Promotion

Product There are many alternatives for varying the Product new digital products = information products - delivered over the web Some companies only offer a subset of products online Alternatively, a company may have a fuller catalogue available online using the Internet to vary the extended product is most practic

Chaffey and Smith (2008) suggest these examples of how the Internet can be used to vary the extended product: _ Endorsements _ Awards _ Testimonies _ Customer lists _ Customer comments _ Warranties _ Guarantees _ Money-back offers _ Customer service (see People, Process and Physical evidence) _ Incorporating tools to help users during their use of the product.

Price Refers to an organization's pricing policies, used to define pricing models and to set prices for products. It's about setting the right price! For example, to set the price you need to know how many that are demanding for the product. There is a lot to consider, when defining prices

Place - The Internet has the greatest implications for Place = global reach - Issues of trust - most products are still sourced locally - Apple iTunes has proved successful in offering this service worldwide.

Promotion - Promotion is usually part of a communications strategy - Selection of target markets, positioning and integration of different communications tools Two approaches: Specify the communications techniques required for different stages of the buying process How the Internet can supplement the range of promotional activities such as advertising, sales promotions, PR and direct marketing.

Online branding What is a brand? "It is the sum of the characteristics of a product or service perceived by a user." (p. 434) People thinks of branding as the logo - it's dependent on a customer's psychological affinity for a product Credible brand generates customer value by: - Reducing perceived risk - Reducing information search costs - Creating a favourable, trustworthy perception of the organization Erdem et al (2002) Credible brand signal helps to generate customer value by: This shows the importance of online branding since websites must give the impression of trust

Online branding A method by which the internet can change branding is that online: "the first-hand experience of the brand is a more powerful token of trust than the perception of the brand". Jevons and Gabbot (2000) - Online the customer can interact with the brand how to change branding online is that ‘the first-hand experience of the brand is a more powerful token of trust than the perception of the brand’. In the online environment the customer can experience or interact with the brand more frequently and to a greater depth. Therefore the Internet has changed the perception of brands.