Ecommerce

1
E-commerce

• Lecture 7
• E-marketing

2
E-marketing

• Objectives
• By the end of the lecture students should
• Appreciate the need for separate e-business and
  e-marketing strategies
• Understand an e-marketing plan and its
  implementation
• Appreciate the differences between traditional
  and new media marketing communications

3
E-marketing

• What is e-marketing?
• Identifying
• Anticipating
• Satisfying

4
E-marketing

• Marketing concept
• Marketing or customer orientation

5
E-marketing

• E-commerce and E-business Relationship

EB
EM
EB
EM
EB EM
a
c
b
6
E-marketing

• E-market planning
• Situation
• Objectives
• Strategy
• Tactics
• Action
• Control

7
E-marketing

• Situation analysis
• Demand analysis

8
E-marketing

• Competitor analysis
• Well-known local competitors
• Well-known international competitors
• New internet companies

9
E-marketing

• Intermediary analysis
• Internal marketing audit
• Objective setting

10
E-marketing

• Online revenue contribution
• Online promotion contribution

11
E-marketing

• Strategy
• E-business priorities
• Restructuring
• Business and revenue models
• Marketplace Restructuring
• Market and product development strategies
• Positioning and differentiation strategies

12
E-marketing

• Target market strategies
• Segmentation

13
E-marketing

• How do we become first choice?
• Positioning
• Differential advantage
• Online value position

14
E-marketing

• Characteristics of new media marketing
  communications
• Interactivity
• Intelligence
• Individualisation
• Integration

15
E-marketing

• Industry restructuring
• Independence of location

16
E-marketing

• Tactics
• Product
• How do we differentiate?
• How do we migrate our brand online or use new
  brand?
• Do we become a portal or an ISP?
• Do we offer extranet to key customers?
• Do we offer personalised services?
• Are there any other features we can add and
  charge for?

17
E-marketing

• Price
• Cost of pricing
• Target profit pricing
• Competition-based pricing

18
E-marketing

• Price
• Market-oriented pricing
• Premium pricing
• Penetration pricing

19
E-marketing

• Place
• Promotion
• People, process and physical evidence

20
E-marketing

• Online branding
• Brand
• Brand equity
• Brand Identity
• Actions
• Control

21
E-marketing

• Objectives
• Appreciate the need for separate e-business and
  e-marketing strategies
• Understand an e-marketing plan and its
  implementation
• Appreciate the differences between traditional
  and new media marketing communications