Chapter 12 Electronic marketing

Learning objectives 1Discuss the difference between electronic marketing and Internet marketing 2Understand how the Internet affects marketing 3Describe the various forms of electronic marketing 4Discuss the strategic considerations about electronic marketing

Learning objectives (cont.) 5Explain how to incorporate electronic marketing into an overall marketing plan 6Describe the various forms of electronic marketing 7Discuss several trends and the effects they may have on electronic marketing in the future

Learning objective 1 Define the term marketing Discuss the difference between electronic marketing and Internet marketing

E-business 1 Includes all communications and transactions with an organisation’s stakeholders, such as customers, suppliers, government regulators, financial institutions, employees and the public at large.

E-commerce 1 The conduct of business transactions electronically, which hence has a slightly narrower focus than e-business.

E-marketing 1 Traditional marketing using electronic methods.

Internet marketing 1 One form of e-marketing utilising the Internet

Learning objective 2 Describe four marketing management philosophies. Understand how the Internet affects marketing

Find out about products Get answers to questions Leave messages Solve problems Make purchases The new business franchise 2

Marketing on the Internet 2 Profiles of preferences notifications Customer service Convenient online shopping Opportunities for customer relationship marketing

Financial implications 2 Competitive advantage Reduction in expenses Reduced inventory Lower financial barriers to entry

Learning objective 3 Describe the various forms of electronic marketing

Newsletter and discussion list marketing marketing -spamming -targetted Web advertising - banner - sponsored sites - interstitials E-tailing Forms of e-marketing 3

Learning objective 4 Discuss the strategic considerations about electronic marketing

Factors influencing online buying behaviour 4 Attitude toward technology Income Motivation to use technology

Internet buyer categories 4 Early adopters ‘Mainstreamers’ Laggards

Advantages of electronic publications 4 Easier access to worldwide information Information content that is more current The ability to make complex searches Incorporation of multimedia Lower publication costs

Basic forms of electronic commerce 4 Business-to-consumer (B2C) Business-to-business (B2B)

Marketing research through the Web 4 Vast information sources for secondary research Better primary research Web-based surveys and focus groups Information about competitors

Learning objective 5 Explain how to incorporate electronic marketing into an overall marketing plan

Elements of an e-marketing plan 5 The purpose or goal of the e-marketing program Target audience of the marketing The marketing mix An integrated marketing strategy Resources needed to execute the plan Evaluation of the e-marketing program

Setting e-marketing goals 5 Increase or enhance company exposure Improve customer service Provide new products or services Lower overall costs Create one-to-one relationships

Evaluating the outcome 5 Are we reaching the target audience? Who is actually visiting our website? Can visitors easily move around our website? Are visitors getting what they want from our website? Do people want to receive our messages and are they telling us what they want to know?

Learning objective 6 Describe the various forms of electronic marketing

Learning objective 7 Discuss several trends and the effects they may have on electronic marketing in the future

Trends that may affect Internet marketing 7 Agile organisation Virtual community Global village