1. RESOURCES OF ELECTRONIC MARKETING
CHAPTER 1
RESOURCES OF ELECTRONIC MARKETING

2. On-Line Age Narrowcasting Listservs Electronic funds transfer EDI
Specific product for specific market
Listservs
On-line messages
Electronic funds transfer
EDI
Video environment
WWW
Integrating messaging
and fax combined

3. On-Line System Electronic Marketing Electronic Commerce
Any activity that facilitates electronic commerce exchange process
Electronic Commerce
Satisfying customer and business’ wants and needs through online
Integrated marketing Communication(IMC)
Coordinates the objectives and strategies of the promotional mix on on-line to enhance each of the element of promotional mix through speed, accuracy, interactivity and benefit to users.

4. Electronic Marketing Resources
Interactive Web sites
Shopping Agents
Avatars
Represents people/objects in virtual reality environment
Cyber shopping malls
Fax-on-demand information
CD-ROM presentations

5. Classification of the EC field by the nature of transactions
B2B
B2C
C2C
C2B
Non-business EC
Intra-business EC:
All internet activities including exchange of goods, services and information

6. Interdisciplinary Nature of EC
Marketing
Computer Science
Consumer Behavior and Psychology(B2C)
Finance
Economics
MIS
Accounting and Auding
Management

7. Importance of Electronic Marketing
Better you can serve
Better you can understand their needs
Speed and accuracy in order fulfillment
Added value services
Better reputation in competition
Marketing research
Business-to-business exchanges

8. Importance of Electronic Marketing (cont.)
Speed, accuracy, accessibility, accuracy and competitive advantage
Ability to personalize message with product
Convenience
Internet:
computers connected global networked environment
Intranet:
a corporate network that function with internet technologies
Extranet:
communication networks that links the intranet of business partner over the internet

9. Identify Key Target Stakeholders — Whom are you trying to influence?
- Employees
Private
- Existing Customers
- Business Partners (Vendors/Suppliers)
- Retail Networks
- Sales-force(s)
Entitled
- Prospects
- The Press/Media
- Financial Community (analysts)
- Potential Employees
Public
Firewall
Level of Information resources
required
This is our view of most Net enterprises. Regardless of whether you are trying to reach public constituencies -- from prospects to potential employees, entitled constituencies -- from existing customers to your sales force, or private constituencies -- such as your own employees -- behind your firewall, there are certain enterprise solutions you need to address:
Web Publishing Systems
Personalization Middleware
e-Commerce Solutions
IP-based Teleservices Software, including streaming video
Site Traking Tools
All of these tools can be leveraged across the enterprise to deliver cost-effective Web solutions.
This is the way to look at your IP investment. You want to create one Net superstructure and parse out content based on Access Privileges and Level of Information Resources Required.
We work with our clients to determine exactly which key target stakeholders they wish to influence with their various Internet, Extranet and Intranet investments.
Internet
Extranet
Intranet
Access Privileges
RappDigital Confidential 9

10. e-Branding — Offline vs. Online Brand Expressions
The brand is created by the advertiser and expressed to the consumer
The medium reveals the brand
The advertiser is in control
Online
The advertiser empowers the consumer with tools to help him/her define an experience that creates the brand
The medium creates the brand
The consumer is in control
What happens when offline brands move to cyberspace?
In the offline world, we create brands -- fully-formed, pre-masticated, springing from the head of Zeus -- and express them through the medium to the consumer.
In the online universe, we empower consumers with tools -- from configurators and calculators to IA and site look-and-feel -- tools that help them engender an experience that is the brand.

11. e-Branding — Online Brand Expectations
The Web has engendered a set of expectations inherent to the medium:
Speed
I want it now
If the site is slow, or if the advertiser is slow to respond (e.g. support), it’s a withdrawal from the brand bank
Control
I’m in charge, NOT the advertiser
Anything that strips me of control is bad; conversely, things that promote my control are good
Value
I understand and appreciate the efficiencies of the Web (e.g. e-SCM)
I expect offerings on the Web to be cheaper; if they’re not, I’m being ripped off

12. The Benefits of EC Benefits to Organizations:
Expand s the market place to national and international markets
Decreases the cost of creating, processing, distributing, storing, and retrieving paper based information
Ability to create highly specialized business
Allows reduce inventories and overhead by facilitating ‘pull’ type supply-chain management
Lower the telecommunication costs
Improve image, customer service, compressed cycle and delivery time, eliminate paper, reduced transportation costs and increased flexibility

13. Benefits of EC (cont.) Benefits to Consumers: Available 24 hours a day
Provides more choices to customers
Frequently helps to find cheaper product/service
Allows quick delivery
Provides detailed information in a second
Makes it possible to participate in virtual auction
Allows customers to interact with others in electronic communities, exchange ideas as well as compare experiences
Facilitates competition, which result in substantial discount

14. Benefits of EC (cont.) Benefits to Society:
Allows more people shop at home, less traffic and lower pollution
Offer cheaper and affordable prices
Offer products to the consumers of third world countries and in the rural regions
Facilitates the delivery of health care, education, training, social services at reduced cost

15. Limitations of EC Technical Limitations:
System security, reliability and standards
Insufficient telecommunication bandwidth
Vendors may need special Web server and other infrastructures in addition to the network server
Some EC software might not fit some hardware, or may be incompatible with some operating systems

16. Limitations of EC Non-technical Limitations: Cost and justification
Security and privacy
Lack of trust and user resistance
Legal issues such as copyright
Accessibility to internet may be expensive