1. Marketing Information Systems
University Of Jeddah
Marketing Information Systems
Prepared By :
Dr: Khaled Aboalganam
First Semester 2015/1016

2. E-Marketing
Converting Visitor To
Customer
Dr: Khaled Aboalganam

3. Table Of Contents Introduction and Definitions.
E-Marketing Vs. Other E’s,
Traditional Marketing Vs. E-Marketing.
The Relation Between EB and E-Marketing.
E-Marketing Vs. E-Commerce.
E-Marketing Rules.
E-Marketing Taxonomy.
Dr Khaled Aboalganam

4. Table Of Contents (cont.)
E-Marketing Strategy,
E-Marketing Strategy Rules.
5P’s of E-Marketing Strategy.
Web Design.
Attracting Visitors to your web site.
Virtual Societies.
Localization.
Promoting E-Business.
Banner and Campaigning .
Online Measurement.
CUSTOMIZATION.
Choosing The Right ISP.
Dr: Khaled Aboalganam

5. Table Of Contents (cont.)
E-Marketing Technology.
E-Marketing Techniques.
E-Marketing Tools.
E-Marketing Benefits.
E-Marketing Challenges.
E-Marketing Limitations.
E-Marketing Ethical issues.
Summery.
Resources.
Dr: Khaled Aboalganam

6. E-Marketing Introduction
How do Internet Users Find Web Sites ?
How to Attract Internet Users to a Web Site ?
Dr: Khaled Aboalganam

7. E-Marketing Introduction
Just because a site exists, it doesn't mean
anyone will look at it.
For Example,
How many visitors come to your site and at what times?
How did they find it?
What pages do they view most and least often?
How do they navigate within your site?
Does the site promote your business in a professional way and motivate visitors to act?
Dr Khaled Aboalganam

8. E-Marketing Introduction
E- marketing will provide the answers.
As with many terms with the 'e' prefix, it is useful to return to an original definition of the topic to more fully understand what E-marketing involves. The definition of marketing by the Chartered Institute of Marketing is:
The definition of marketing by the Chartered Institute of Marketing is:
“Marketing is the management process responsible for identifying, anticipating and satisfying customer requirements profitably.”
This definition emphasizes the focus of marketing on the customer, while at the same time implying a need to link to other business operations to achieve this profitability.
Dr Khaled Aboalganam

9. E-Marketing Introduction (cont)
Smith and Chaffey (2001) note that Internet technology can be used to support these aims as follows:
Identifying - the Internet be used for marketing research to find out customers' needs and wants.
Anticipating - the Internet provides an additional channel by which customers can access information and make purchases, understanding this demand is key to governing resource allocation to e-marketing.
Satisfying - a key success factor in e-marketing is achieving customer satisfaction through the electronic channel, this raises issues such as is the site easy to use, etc.
Dr Khaled Aboalganam

10. What’s E-marketing ? (Cisco Definition)
is a general term for a wide array of activities,
1.ِAdvertising, 2.Customer communications, 3.Branding 4.Relationship-building efforts, 5.Loyalty and retention programs, 6.and more - ِAll conducted over the Internet
Dr Khaled Aboalganam

11. What’s E-marketing ? (Cisco Definition) (cont.)
E-Marketing :is all the things business does on line to
Find, Attract, Win and Keep customers.
Dr Khaled Aboalganam

12. What’s E-marketing ? E-marketing:
"Achieving marketing objectives through use of electronic communications technology."
This electronic communications technology includes: Internet, , Ebooks, database, and mobile phone.
The process of utilizing IT in the conception, distribution, promotion, and pricing of goods, services, and ideas to create exchanges that satisfy individual and organizational objectives.
Dr: Khaled Aboalganam

13. What’s E-marketing ? (cont.)
E-Marketing : (Dave Chaffey )
Applying Digital technologies which form online channels,
To Contribute to marketing activities aimed at achieving
profitable acquisition and retention of customers
Through Improving our customer knowledge then
delivering integrated targeted communications and
online services that match their individual needs.
Dr: Khaled Aboalganam

14. E-Marketing Vs. Other E’s
Comparisons
E-Marketing Vs. Other E’s
Dr: Khaled Aboalganam

15. Traditional Marketing Vs. E-Marketing
Marketing decision generally fall on the following 4 controllable categories
Traditional Marketing = 4Ps
where ,
E-Marketing = 4Ps+P2C2S2
Dr: Khaled Aboalganam

16. Traditional Marketing Vs
Traditional Marketing Vs. E-Marketing (cont) Traditional Marketing = 4Ps
The 4Ps Of Marketing are
Product - physical aspects of the product - making something people want to buy with the right attractive features
Place - distribution channels - getting it to the customer, middlemen and wholesalers, shipping costs
Promotion - (telling customers about the product, personal selling, mass selling, advertising, publicity, sales promotion
Price - pricing objectives, penetration pricing, skimming, profit oriented, discounts, competition’s price
Dr: Khaled Aboalganam

17. 4Ps of Traditional Marketing
Traditional Marketing Vs. E-Marketing (cont.)
4Ps of Traditional Marketing
Dr: Khaled Aboalganam

18. Traditional Marketing Vs. E-Marketing (cont) E-Marketing = 4Ps+P2C2S2
4Ps= Product + Place + Promotion + Price
P2 = Personalization + Privacy
C2 =Customer Services + Community
S2 =Security + Site Design
Dr: Khaled Aboalganam

19. Traditional Marketing Vs
Traditional Marketing Vs. E-Marketing (cont) E-Marketing have 4Ps+P2C2S2
Dr Khaled Aboalganam

20. E-Business Vs. and E-Marketing What’s E-Business (EB) ?
E-Business (EB) : Defined as the continuous optimization of a firm’s business through digital technology.
[EB = EC + BI + CRM + SCM + ERP]
Where,
EC = E-Commerce.
BI = Business Intelligence.
CRM = Customer Relationship Management.
SCM = Supply Chain Management.
ERP = Enterprise Resource Planning.
Dr: Khaled Aboalganam

21. The Relation Between EB and E-Marketing What’s E-Business (EB). (Cont
EC - uses digital technologies to enable buying/selling.
BI - collecting primary/secondary information
CRM - strategy to satisfy customers and build long-lasting relationships; high interaction with customers
SCM – delivery of products efficiently and effectively; high interaction with distributors
ERP – optimize business processes and lowering costs
Order entry and purchasing
Invoicing and inventory control
So the relation between EB and E-Marketing comes through CRM
Dr Khaled Aboalganam

22. The Relation Between EB and E-Marketing Links between E-Marketing and CRM
Upsetting your customers through “any” section of the transactional processes either online or offline may ultimately be the driver to enhancing your competitors revenue stream and profit margins.
Getting your customer relationships right and making your customers feel satisfied, fulfilled and valued is integral to the overall success of any E-Marketing campaign .
So all business spend a lot of money on CRM as illustrated in the figure in next slide
Dr: Khaled Aboalganam

23. Cost of CRM – Spend by Businesses
The majority (72%) of this year’s sample reckon to have invested under £250,000 in CRM systems over the past 12 months, including hardware, software and consultancy costs.
However, 10% have ploughed in anything from £1 million to £5 million and more
Source: (2003) (Outstanding “free” resource)
Dr Khaled Aboalganam

24. E-Marketing Vs E-Commerce
E-marketing includes any marketing activity that is conducted through the Internet, from customer analysis to marketing-mix components.
E-commerce refers to revenue-generating Internet transactions.
So,
E-marketing is the broader concept, and it does not necessarily have sales as the primary goal.
Dr: Khaled Aboalganam

25. E-Marketing Vs E-Markets
An E-market is a place where shoppers and sellers meet electronically.
In E-markets, sellers and buyers negotiate, submit bids, agree on an order, and finish the execution on- or off-line.
Where,
E-Marketing is the process of utilizing Information Technology in the conception, distribution, promotion, and pricing of goods, services, and ideas to create exchanges that satisfy individual and organizational objectives
Dr Khaled Aboalganam

26. E-Marketing Rules
Dr: Khaled Aboalganam

27. 10 Rules of E-Marketing Power Shift from sellers to buyers
Increasing Velocity
Death of Distance
Global reach
Time compression
Knowledge management is key
Market deconstruction
Interoperability
Interdisciplinary focus
Intellectual capital rules
Dr: Khaled Aboalganam

28. E-Marketing Taxonomy
Dr: Khaled Aboalganam

29. E-Marketing and the Internet
Three Phases of
E-Marketing and the Internet
The evolution of E-marketing includes:
Bricks-and-mortar firms—those traditional companies that are not yet involved in the WWW.
Clicks-only firms—those that conduct business only via the Internet and are considered to be innovators in the field.
Bricks-and-clicks firms—operate both in traditional and Internet settings. Dr: Khaled Aboalganam
Dr: Khaled Aboalganam

30. Pure Vs. Partial E- Marketing
Three Dimensions:
The product (service) sold [physical / digital]
The process [physical / digital]
The delivery agent (or intermediary) [physical / digital]
Dr: Khaled Aboalganam

31. Pure Vs. Partial E- Marketing
Traditional marketing
All dimensions are physical
Pure E-Marketing
All dimensions are digital
Partial E-Marketing
All other possibilities include a mix of digital and physical dimensions
Dr: Khaled Aboalganam

32. Levels of E-Business Commitment
Source: adapted from
Dr: Khaled Aboalganam

33. Classification of E-Marketing By Nature of the Transactions
Business to Business (B2B)
W.W. Grainger
Business to Consumer (B2C)
Amazon.Com
Consumer to Consumer (C2C)
Ebay
Dr: Khaled Aboalganam

34. Classification of E-Marketing By Nature of the Transactions (cont.)
Business to Government (B2G)
GovCommerce Net
Government to Consumer (G2C)
Internal Revenue Service (
Dr: Khaled Aboalganam

35. Classification of E-Marketing By Nature of the Transactions (cont.)
Nonbusiness E-Marketing
Intrabusiness (organizational) Network
LU SIS system
Dr: Khaled Aboalganam

36. Marketing Roles For The Internet
Dr: Khaled Aboalganam

37. Potential Marketing Roles for the Internet
Purchasing and Inventory Management
Channel Relations
Projecting an Image
2. Customer Service 9.
Multichannel
Marketing
Continuous Interactivity and Feedback
Information Gathering and Sharing
8. Selling
Advertising & Sales Promotion
6. Data-Base Development
Dr: Khaled Aboalganam

38. Developing an Internet Marketing Strategy
Determine Web Site Attributes
2. Identify the Target Audience
4. Establish Internet-Based Marketing Mix
Set Objectives
6. Assess Internet Performance and Modify
Implement Internet Marketing Strategy
Dr: Khaled Aboalganam

39. Goal Setting Feedback Dr: Khaled Aboalganam
Attract New Customers and Improve Customer Service
Enumerate Qualitative and Quantitative Objectives
1. Setting Objectives
Build Loyalty Among Existing Customers
Improve Communications
Grow Market Share
Feedback
Dr: Khaled Aboalganam

40. 2. Identify the Target Audience Enthusiastic Shoppers
6 Types of Internet Consumers
Reluctant Shoppers
Newbie Shoppers
Frugal Shoppers
2. Identify the Target Audience
Convenience Shoppers
Strategic Shoppers
Enthusiastic Shoppers
Dr: Khaled Aboalganam

41. Web Site Design Considerations Electronic Data Interchange
Web Address
Home Page
Trade-offs
Determine Web Site Attributes
Site Content
Feedback
Electronic Data Interchange
Use of Multimedia
Shopping Tools
Web Site Links
Dr: Khaled Aboalganam

42. 4. Establish Internet-Based Marketing Mix
Internet-Based Marketing-Mix Decisions
Product Decisions
Pricing Decisions
4. Establish Internet-Based Marketing Mix
Distribution
Decisions
Promotion Decisions
Dr: Khaled Aboalganam

43. 5. Implement Internet Marketing Strategy Channel Relationships
Implementing an Internet Marketing Strategy
Two Factors affect the firm’s ability to properly enact its strategy:
Implement Internet Marketing Strategy
Security
Channel Relationships
Dr: Khaled Aboalganam

44. 6. Assess Internet Performance and Modify
Developing an Internet Marketing Strategy Plan
Considering such goals as image, customer service, sales, profit, web traffic, length of stay, and cost factors
6. Assess Internet Performance and Modify
Dr: Khaled Aboalganam

45. E-Marketing Strategy Information Technology Knowledge
Dr: Khaled Aboalganam

46. E-Marketing Strategy
For a successful E-Marketing, whatever your main goal, image, relational promotion, information or direct marketing support, you must set up an E-Marketing strategy that relies upon an advanced E-Marketing methods and techniques.
This method aims at identifying the most efficient channels for Internet communication, in line with the contents and goals of the Web site in the frame of multi-channels marketing. 
Dr: Khaled Aboalganam

47. E-Marketing Strategy (cont.)
Before any targeted E-Marketing campaign, be sure to have your Website and Web pages optimized for search engines and for visitors as well.
A strategy for E-Marketing should follow number of rules that will be mentioned in the next slide.
Dr: Khaled Aboalganam

48. E-Marketing Strategy rules
Brands : your website becomes your most important brand.
Change : rules on the internet are changing frequently.
Conciseness : keep your page short and spread your information on several pages.
Dr: Khaled Aboalganam

49. E-Marketing Strategy Rules (cont.)
Content : make sure customers are not bored and are interested .
Dynamic sites : create dynamic sites that use new technologies to adapt information based on your profile.
Finances: try new markets with low advertising pricing schemes .
Dr: Khaled Aboalganam

50. E-Marketing Strategy Rules (cont.)
Free giveaways : create offerings for your loyal customers.
Global Village : Think global but Act local.
Live events : online events create fast awareness.
Niche market : the internet is a series of niche markets and mass markets.
Dr: Khaled Aboalganam

51. E-Marketing Strategy Rules (cont.)
Promotions: promote your site everywhere.
Syndication: co-brand your services and products.
Technologies: use Internet technologies to maximize your marketing objects.
Dr: Khaled Aboalganam

52. E-Marketing Strategy (cont.) Must Look For :
A typical sales and marketing cycle for online shop requires the business to look out for :
Target customer needs.
Create awareness and start advertising campaign
Decide which products or services can be sold over the internet.
Use promotion a part of your marketing campaigns.
Learn from your existing customer by saving marketing data and analyze it.
Transaction processing :define the way orders, tax, shipping, and payment are handled and fulfillment.
Dr: Khaled Aboalganam

53. 5P’s of E-Marketing Strategy
In order to be Successful on the internet, your company needs to focus on the 5P’s :
Products: review your products and choose the products that are sustainable for your online business.
Promotion: promote your site through advertising and offer cross selling on your web.
Presentation: the presentation of your online business needs to have easy-to-use site navigation.
Processes: Customer support must be integrated into your website.
Personalization: prepare your order management logistics and technical infrastructure to cope with the orders from the internet and personalize the website for every single customer
Dr Khaled Aboalganam

54. E-Marketing Strategy Web Design
The power of the internet
Your website is your basic marketing message on the internet.
Content is king
The most important thing in your web page is content, never let customers leave your page without giving them information.
Fancy graphics that take ages to download may win a design prize ,but functional web pages with content in the foreground are more important and more successful.
Dr: Khaled Aboalganam

55. E-Marketing Strategy Web Design (cont.)
Content is the King (cont.)
Pictures and illustrations can worth thousands of words if used correctly.
respect the wishes of the customers to remove irrelevant images and text.
The design of your home page is very important, as it is the first thing your customers are going to see.
You must make sure that you do not put more than 10 links onto one page in order not to confuse or bore the customer.
Instant: means that the webpage must be downloaded very fast.
Dr Khaled Aboalganam

56. Web Design (cont.) Content is king (cont.)
Understandable: means that the information should be presented in a way that allows everyone to get the message within a short time and with very little effort.
Give users more control over the way they view your site.
Dr Khaled Aboalganam

57. Web Design (cont.) Web Design Rules
Content : focus your attention on your content and then your design.
Consistency : design your site consistently without varying your content.
Density: break up content into little pieces without tearing it apart.
Design: use few colors without designing a monotone website.
Size: use small graphics with large impact.
Dr Khaled Aboalganam

58. Web Design (cont.) Feedback and online surveys
You must know your customers needs , do so by letting them express their needs, this can be done in the form of surveys. In return your customer care center will be able to respond more quickly to the needs of the customers in general. (it should be provided on a separate page)
Frequently asked Questions (FAQ’s)
To reduce the workload of the response team and enhance the team of the reply it is helpful to build a database with frequently asked questions .(FAQ need to be updated regularly to include all questions that arise around a certain product or services.)
Dr Khaled Aboalganam

59. Web Design (cont.) Corporate Design Rules Navigational Aids
The layout should be clearly defined so that people are able to recognize postings, s and web pages from a certain company at a glance .
Navigational Aids
The more interactivity you offer , the better received your website will be.
A search engine for the company’s website is a must.
Have a navigation bar that every user can understand.
Provide site maps to help users find their way around.
Dr Khaled Aboalganam

60. Web Design (cont.) Navigational Aids (cont.) File Size
The more interactivity you offer , the better received your website will be.
The user should always be able to jump directly back to the beginning of a channel to the main home page.
About 80% people read only 20% of a webpage .
File Size
Many users still connect to the web using a modem.
Use larger graphics or videos only where you cannot offer the content in any other way.
Always try to provide a low bandwidth solutions.
Dr Khaled Aboalganam

61. Web Design (cont.) Delivering content to network appliances
In addition to the desktop computers and servers that are currently connected to the internet , new network appliances will appear over the next few years.
The difference is that these appliances have less memory, limited displays, less storage, and lower transmission rate.
In order to send information to these devices and exchange data , these restrictions need to be taken into account.
Keep in mind that the emergence of these appliances bring us ever close to the reality of pervasive computing.
Dr Khaled Aboalganam

62. Web Design (cont) Network Appliances
Three different types of network appliances are identified:
Personal-based: portable devices that customers carry around and use to connect to the internet.
Passenger-based: these devices are built into transportation vehicles and provide services such as a route planner and traffic or weather reports in personal vehicles.
Place-based: these devices include a variety of non-PC terminals and internet appliances that can be found in public.
Dr Khaled Aboalganam

63. Attracting Visitors to Your Site What encourages people to revisit sites?
Users Factors
75% High-quality content 66% Ease of use 58% Quick to download 54% Updated frequently 14% Coupons and incentives 13% Favorite Brands 12% Cutting-edge technology 12% Games 11% Purchasing capabilities 10% Customizable content 13% Chat and BBS 6% Other
Dr Khaled Aboalganam

64. Attracting Visitors to Your Site
Gaining Market Share Through Content
Keep your content current so people come back regularly to check for news and updates.
In order to keep customers coming back and to spread the word about your site, you need to offer something new each time.
Offering free information
In order to get a loyal customer base, you need to
offer free information, products, and services to
everyone who comes to your website.
Dr Khaled Aboalganam

65. Attracting Visitors to Your Site (cont.)
Personalization
The more you learn about your visitors, the better you will be able to address their needs.
Using data mining technologies , you can offer an affective marketing program to target markets.
Support online and offline Reading
The first paragraph of each webpage should contain a summary of the overall web page.
Cross-marketing and cross-selling
Dr Khaled Aboalganam

66. Attracting Visitors to Your Site (cont.)
The marketing departments is able to create cross-references between products and services. This feature is used widely in online bookshops.
Be faster than your customer ,
Do not hide information ,offer simple to use search engines.
When you design your website remember that customers want to find what they are looking for fast.
The most important rule on the internet is that everything is subject to change.
Dr Khaled Aboalganam

67. Attracting Visitors to Your Site (cont.)
Event Marketing:
Special events attract many new and existing users to a certain Web site. As people remain interested in what the government is doing.
Offer online chats and interviews with important politicians at regular intervals.
Dr Khaled Aboalganam

68. Virtual Societies Affiliate Networks
In order to market your online products, you need to syndicate your content or technologies to other sites or even to other media.
Split up your marketing offensive into narrow target markets .
Affiliate networks are special forms of customizing your online products.
Your service information and goods need to be totally separated from your web pages.
Dr Khaled Aboalganam

69. Virtual Societies (cont.)
Internet community
Virtual communities can be defined as social aggregation that emerge from that the internet when enough people carry on public discussions long enough and with sufficient human feelings to form webs of personal relationships in cyberspace.
Try to map your target groups into internet communities.
Ensure the security of the site in order to prevent break-ins from hackers.
Dr Khaled Aboalganam

70. Virtual Societies (cont.)
Bootstrapping an internet community
The critical mass is the number of users to your web site.
The more action you can provide to your target group, the more welling they are to come back and enjoy the service on your website.
It does not make any sense to open 20 newsgroups with few messages in each.
It is important to build a relationship before starting up community.
Dr Khaled Aboalganam

71. Virtual Societies (cont.)
Interactive user groups:
Unlike traditional media, communication via the internet
is fast and offers interactive communication.
It is necessary to build up a dialogue between your company and customers.
Focus on the target group and try to convince them that you can fulfill their needs, in order to offer your customers interactive experience , put up links to contact address.
A real dialogue between your company and customers will enhance the loyalty of your customers.
Giving away one of your products does not cost much compared to other methods of promotions.
Dr Khaled Aboalganam

72. Localization Act Global, Think Local Cultural Differences
Being online means that you compete on a worldwide basis.
The more that people get in touch with people from other cultures, the more see their culture as becoming more important.
Be sure not to offend other cultures or religions with the content or the graphics on your web page.
To make a product more attractive, just localize the product so that you can compete with local manufacturers.
Dr Khaled Aboalganam

73. Localization (cont.) Act Global, Think Local (cont.)
The following elements are core for localization process:
Languages. (the SW and it’s output)
Sorting order. (depending on the alphabet use)
Numbers. (internal and external representation)
Date and time. (internal and external representations)
Quotations. (different language use different symbols)
Dr Khaled Aboalganam

74. Localization (cont.) Act Global, Think Local (cont.)
Translation requirements:
You should think about translating your web pages to other languages. (depending on business and legal)
Translating may done automated or by professionals
National Boundaries:
National boundaries are removed by the appearance of the Internet.
Some times governments try to control web pages according to their political trends.
Dr Khaled Aboalganam

75. Promoting Your E-Business
Choosing the Right Domain Name
Choose a Domain Name that fits your business.
If your company is will known, use its name as domain name.
Try to include keywords related to your business.
Having more than one domain name will be a good solution.
The problem is that, some times the domain name you want is already taken but you can try to bye it.
Dr Khaled Aboalganam

76. Promoting Your E-Business (cont.)
Announcing the web site
Your Domain Name should appear along with your company logo.
Add meta tags to your web pages to describe the contents of a page.
Use traditional media to promote for your site.
Register your site with all search engines.
Share banner advertising with other sites.
Post information about your site using mailing lists.
Tell everyone you know that you have a web site up and running.
Dr Khaled Aboalganam

77. Promoting Your E-Business (cont.)
Managing Your Image
A uniform image (standard ) for your web site is essential.
This image should be consistent with your traditional communication methods.
If there is no uniform image, customers will not recognize which products belong to the same company, leading to self-competition.
Dr Khaled Aboalganam

78. Banner and Campaigning
Basic strategies
Banner is one of the easiest methods of advertising on the web, but it is not enough to but a form of graphics onto a web site.
It is an advertisement (mostly graphical), with a link to your site.
There should be a strategy for advertising.
Ads should never slow down the speed of the content-related page.
Dr Khaled Aboalganam

79. Banner and Campaigning (cont.)
Basic strategies (cont.)
Banner advertising rules :
Keep banners small.
Invest in design.
Avoid complex animations.
Make it readable.
Make sure the link work.
Design a compelling message.
Dr Khaled Aboalganam

80. Online Measurement User Tracking (explained earlier).
Avoiding Problems
There is no definition of how to count users.
Another problem is that ISPs save copies of web pages, which make it impossible to count the number of visitors to these pages.
Log File Analyzer
Log file, is a file saved on the server, it contains information about actions on the web site.
It is not written in readable format, which make it impossible to be processed manually.
Dr Khaled Aboalganam

81. Online Measurement (cont.)
Online Rating Agencies
These agencies use special software to monitor customers’ activities.
These activities include, web site visits, online cash, and other internet services.
With this approach everything is recorded.
Dr Khaled Aboalganam

82. Online Measurement (cont.)
Measurement units:
Page view
visitor
Hits
ad impression
Visits
ad click
Dr Khaled Aboalganam

83. CUSTOMIZATION One-to-One Marketing
A web site that doesn’t use one-to-one marketing ignores the needs of the customers will not be successful in the future.
Developing Customer Relationships
Standard products are no longer desired.
The one-to-one approach simplifies the use of products, sine only the basic functionality is built in.
Dr Khaled Aboalganam

84. CUSTOMIZATION One-to-One Marketing (cont.)
Developing customer relationships (cont.)
Customers should be able to customize the product the way they want.
This means that a full understanding for the customer needs is necessary.
This is made easy, since communication is very easy nowadays.
Dr Khaled Aboalganam

85. CUSTOMIZATION One-to-One Marketing (cont.)
Customer satisfaction measurements
Attribute importance: it is necessary to determine which attribute attracts users more.
Customer satisfaction: every part of the business is checked for customer satisfaction, to prove the overall quality of the business.
Customer value added: comparing your business with competitor's businesses, to measure the user satisfaction.
Dr Khaled Aboalganam

86. CUSTOMIZATION One-to-One Marketing (cont.)
Information Technology
A user expects to be dealt with as if he is the only customer for the business.
Identification (to understand the buying patterns for every customer)
Interaction (automated assistance by pre selecting goods, services,…)
Differentiation (treat the customers on a personal basis)
Tracking (every transaction of every customer )
Customization (products can be adapted to customer needs)
Dr Khaled Aboalganam

87. CUSTOMIZATION One-to-One Marketing (cont.)
Advanced personalizing techniques
Rules-based filtering: customers answer a set questions regarding what they want.
Learning agents: customers are served with the material of interest, according to their preferences, and the preferences of groups with similar interests.
Dr Khaled Aboalganam

88. CUSTOMIZATION Direct Marketing
Spam
Spam is a term used to refer to any commercial mass used to advertise business.
These s are mailed to thousands of recipients at a time.
The senders do not ask their recipients if they want to receive such mails.
Spammers cannot be caught easily, since they use false addresses.
To get rid of spam’s, you need to inform your ISP about the spam’s you get.
Dr Khaled Aboalganam

89. CUSTOMIZATION Direct Marketing (cont.)
Mailing lists and newsletters
It is a good idea to provide free information about your business.
This can be done via mailing lists, newsletters, and chat areas.
, and chat rooms, are the most trusted applications on the net.
s are highly customizable.
Newsletters, are is a one way editorial product ,users must search for the answers by themselves.
Mailing lists, are a joint effort of all participants, and they provide direct answers to users.
Dr Khaled Aboalganam

90. CUSTOMIZATION Direct Marketing (cont.)
Building an address database (cont.)
Many ways are available to help getting customer s:
Providing interaction with the site.
Asking for customer opinions.
Surveys.
Dr Khaled Aboalganam

91. CUSTOMIZATION Choosing The Right ISP
Direct access to your company
An important issue to consider, is how web page will be hosted.
Most companies depend on ISPs to host the sites.
Make sure to have access to your web pages 24 hours a day, 7 days a week 365 day a year.
When you choose an ISP, check out the following:
Reliability
Performance
Tech support
Price
Dr Khaled Aboalganam

92. CUSTOMIZATION Choosing The Right ISP (cont.)
Dial-up Connections
A dial-up connection is suitable for companies that have outsourced their web activities and require Internet connections for downloading mail and accessing some web pages daily.
In this style connection, you use a modem and phone line to reach an ISP.
Connection should be available all the time.
Leased Lines
A leased line is used, when an organization has a huge number of employees requiring access to the internet.
Dr Khaled Aboalganam

93. Choosing The Right ISP Loading Time
E-Marketer reports (Nov.1998) how long people are willing to wait before they give up on a site:
% Still Waiting
84% 51% 26% 5%
Load Time
10 seconds 15 seconds 20 seconds 30 seconds
Dr Khaled Aboalganam

94. Choosing The Right ISP Connection Speed
Do you know the connection speed of your visitors?
% of People
8.3 %
45.2 %
40.7 %
5.9 %
Connection Speed
14.4 Kbaud or less
Kbaud
56.6 Kbaud
128 Kbaud or more
Dr Khaled Aboalganam

95. E-Marketing Technology
Dr Khaled Aboalganam

96. E-Marketing Technology Networks for E-Marketing
Internet: A global networked environment.
Intranet: A counterpart within organizations
Extranet: An extends intranets so that they can be accessed by business partners.
Dr Khaled Aboalganam

97. Internet Computer Organization Server Legend Internet backbone
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98. Intranet
Firewall
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99. Extranet
Firewall
Firewall
Dr Khaled Aboalganam

100. E-Marketing Technology Firewall
A device placed between an organization’s network and the Internet
Monitors and controls traffic between the Internet and Intranet
Approaches
Restrict packets to those with designated IP addresses
Restrict access to applications
Dr Khaled Aboalganam

101. E-Marketing Techniques
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102. E-Marketing Techniques
marketing.
Viral marketing.
Link building.
Search engine optimization.
Pay-for-performance advertising (Affiliate programs).
Banner ads, Pop-Up ads, re-directs.
Directories.
Dr Khaled Aboalganam

103. E-Marketing Techniques (cont.) E-Mail List
list management
No spamming!
Opt-in, not opt-out (get consumer’s consent).
Deliver value,
newsletters, reminders, announcements, greeting cards, incentives, special offers.
Segment your market,
Test test test.
Dr Khaled Aboalganam

104. E-Marketing Techniques (cont.) Viral Marketing
Word of mouth marketing
Make it compelling for consumers to refer their friends
to purchase your products, visit your site, sign up for a free trial, subscribe to your newsletter, etc.
Examples:
HOTorNOT.com,
Quixtar,
Paypal,
Vindigo
Dr Khaled Aboalganam

105. E-Marketing Techniques (cont.) Link Building (cont.)
Linking” to other web sites that will send visitors to your site.
Discuss how you contact web site owners whose visitors might have use for your web site and add a reciprocal link to their web site on your web site as a professional courtesy.
Also discuss other general web sites that accept links to your web site – i.e. Yellow pages.
Dr Khaled Aboalganam

106. E-Marketing Techniques (cont.) Link Building (cont.)
Link popularity” affects search engine rankings.
Links from popular sites (like Yahoo!) have more impact on your rankings.
Check your link popularity at
Check your “PageRank” with the Google Toolbar (download it from toolbar.google.com)
Read Eric Ward’s ClickZ column on Building
Dr Khaled Aboalganam

107. E-Marketing Techniques (cont.) Search engine optimization
The search engines periodically explore and “index” your web site.
You need to make sure they know your site exists.
Optimize your pages: every page has a “song”.
Create new content; write for search engines as much as for people.
Dr Khaled Aboalganam

108. E-Marketing Techniques (cont.) Search engine optimization
Pick the right keywords to target
Overture will give you relative search popularity
Ex: hair color 16000, hair coloring 4100, colorant 150
Keywords placed in title tags, hyperlink text, headline text, and high in the body copy are given more “weight”
Title tags are critical
Dr Khaled Aboalganam

109. E-Marketing Techniques (cont.) Search engine optimization
Meta tags are not a magic bullet
Frames and dynamic pages (i.e. pages w/ “?” or “&” in the URL) kill rankings
Monitor your rankings over time, as they will change
Pay to play: bid on keywords at Overture.com
Learn more at Search EngineWatch.com
Dr Khaled Aboalganam

110. E-Marketing Techniques (cont.) Affiliate Programs
Affiliate programs are primarily intended for retail type web sites.
A sponsored and controlled program where other web site owners can add your web site information to their web site and receive a commission for every sale or lead sent to you.
Dr Khaled Aboalganam

111. E-Marketing Techniques (cont.) Directories
Directories are lists of sites organized by topic, usually editorially reviewed
Different from a “Search Engine”
When submitting your site, include relevant keywords in your site name & description
Don’t forget niche sites!
Dr Khaled Aboalganam

112. E-Marketing Techniques (cont.) Directories (cont.)
Submit your site:
Yahoo! $299
LookSmart $0.15/click (partners: Excite, Altavista, MSN Search)
Open Directory ( free (partners: AOL, Lycos, Netscape, Hotbot, Altavista, Google)
Dr Khaled Aboalganam

113. E-Marketing Tools
                            
Dr Khaled Aboalganam

114. E-Marketing Tools The Internet World Wide Web FTP E-Mail List Servers
Newsgroups
Bulletin Board Systems
Dr Khaled Aboalganam

115. E-Marketing Tools The Internet
The Internet is a formidable presence in the world economy because of its:
Low cost
Wide geographic reach
Potentially vast array of marketing roles it can serve
Internet
Dr Khaled Aboalganam

116. E-Marketing Tools WWW
comprises all of the resources and users on the Internet using the Hypertext Transfer Protocol (HTTP).
It is a way of accessing the Internet, whereby people work with easy-to-use Web addresses and pages.
Through the Web, users see words, colorful charts, pictures, and video— and hear audio.
Dr Khaled Aboalganam

117. E-Marketing Tools WWW (cont.)
The Internet facilitates interactivity among channel members and final consumers:
B2C : businesses can communicate and interact with final consumers.
B2B : businesses can efficiently communicate and interact with other businesses.
B2B2C : businesses can communicate and interact with each other regarding joint consumer ventures.
C2C : individuals can interact and communicate globally with others connected to the Web.
It’s a small, small world!
Dr Khaled Aboalganam

118. E-Marketing Tools Digital tools supporting the Internet
Telephone (Voice mail broadcast, wireless phones)
Interactive Cable TV
Multimedia tools (CD/DVD)
Fax tools (Fax broadcast, fax-on-demand)
In-store kiosks
PDA
Web TV
                            
Dr Khaled Aboalganam

119. Benefits Challenges & Limitations
Constantly evolving technologies create change.
Dr Khaled Aboalganam

120. E-Marketing Benefits Benefits to Supplier Organizations
Benefits to Customers
Benefits to Society
Dr Khaled Aboalganam

121. Benefits of E-Marketing to Supplier Organizations
Expands the marketplace to national and international markets
Decreases the cost of creating, processing, distributing, storing and retrieving paper-based information
Reduces the time between the outlay of capital and the receipt of products and services
Lowers telecommunications cost - the Internet is much cheaper than value added networks (VANs)
Dr Khaled Aboalganam

122. Benefits of E-Marketing to Customers
Enables customers to shop or do other transactions 24 hours a day, all year round from almost any location
Provides customers with more choices
Provides customers with less expensive products and services by allowing them to shop in many places and conduct quick comparisons
Allows quick delivery of products and services in some cases, especially with digitized products
Dr Khaled Aboalganam

123. Benefits of E-Marketing to Customers (cont’d.)
Customers can receive relevant and detailed information in seconds, rather than in days or weeks
Allows customers to interact with other customers in electronic communities and exchange ideas as well as compare experiences
Electronic commerce facilitates competition, which results in substantial discounts.
Dr Khaled Aboalganam

124. Benefits of E-Marketing to Society
Enables more individuals to work at home, and to do less traveling for shopping, resulting in less traffic on the roads, and lower air pollution
Allows some merchandise to be sold at lower prices benefiting the poor ones
Enables people in remote areas to enjoy products and services which otherwise are not available to them
Facilitates delivery of public services at a reduced cost, increases effectiveness, and/or improves quality
Dr Khaled Aboalganam

125. Benefits of E-Marketing
Long-term goals
Values
Timeliness
Global Possibilities
Communicability
Focus/tailored approach
Cost Efficiencies
Dynamism/flexibility
Delivery
Information
Rapid, global interactivities and communications
Dr Khaled Aboalganam
Time

126. E-Marketing Challenges The Internet’s Challenges and Prospects
Corporate culture may resist change.
The Internet may not capitalize on company’s core competencies.
Role for E-marketing may not be clear.
Web users may be demanding.
Personal touch important to customers.
Channel partners may be alienated.
Online and offline systems may be hard to integrate.
It may be difficult to assess and delegate functions.
Investment costs and expenses may be difficult to predict.
Constantly evolving technologies create change.
Dr Khaled Aboalganam

127. E-Marketing Challenges The Internet’s Challenges and Prospects (cont.)
Consumer resistance to online shopping.
Customer service a prime consideration in current economy.
System breakdowns and technology obstacles.
Speed of site performance.
Internet connection costs.
Legal issues.
Privacy issues.
Clutter and spam.
Dr Khaled Aboalganam

128. E-Marketing Limitation Technical Limitations
Lack of sufficient system security, reliability, standards, and communication protocols
Insufficient telecommunication bandwidth
The software development tools are still evolving and changing rapidly
Difficulties in integrating the Internet and electronic commerce software with some existing applications and databases
Certain cost components may be high
Dr Khaled Aboalganam

129. E-Marketing Limitation Non-Technical Limitations
Lack of trust and user resistance
Lack of touch and feel online
Many unresolved legal issues
Insufficiently large enough
number of sellers and buyers
Breakdown of human Relationships
Expensive and/or inconvenient accessibility to the Internet
Dr Khaled Aboalganam

130. Ethical Issues
Dr Khaled Aboalganam

131. E-Marketing Ethical Issues
A recent judge’s ruling (based on a section of the Communications Decency Act, a federal law) states that an interactive computer service cannot be held legally responsible for material published on its network.
This has far-reaching implications for ethical considerations and the Web.
Protecting intellectual property, privacy issues, and developing various standards for ethical conduct on the Internet are prime concerns for the future.
Dr Khaled Aboalganam

132. Summary
This presentation Define differentiate and relate many “E” concepts.
It demonstrates why the Internet is a valuable marketing tool.
It explores the multifaceted potential marketing roles for the Internet.
It describes how to develop an Internet marketing strategy.
It illustrates how the Internet is being utilized to enhance marketing strategies.
Dr Khaled Aboalganam

133. Summary (cont.) It Shows that E-Marketing goal is to increase sales
It declared tools used to personalize service and target market
It conclude that E-Marketing used to benefit both buyer (user) and seller (provider)
It considers the challenges of using the Internet in marketing and forecasts the future of E-marketing.
It shows that some useful marketing tools have bad reputation: spam and cookies in particular
Dr Khaled Aboalganam

134. Any Question ? ?
Dr Khaled Aboalganam

135. Thank You
Dr Khaled Aboalganam

136. Resources
Ralph Stair and George Reynolds, “ Principle of Information System, Course Technology; 9 edition (January 7, 2009) ISBN-10:
A. Coskun Samli,”Information-Driven Marketing Decisions: Development of Strategic Information Systems” Praeger (February 28, 1996), ISBN-10:
Dr Khaled Aboalganam

137. www.wilsonsweb.com - Sign–up for e-marketing e-newsletter
- classes, articles, events, service providers and technology resources
- Sign–up for e-marketing e-newsletter
- spam laws
- links to thousand of e-marketing articles
Dr Khaled Aboalganam