The Tools of Electronic Marketing Resources

1
CHAPTER 7

• The Tools of Electronic Marketing Resources

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Chapter Objectives

• To introduce the tools and software applications
  of electronic marketing
• To anticipate the problems associated with
  maintaining a marketing Web sites.
• To present the advantages and disadvantages of
  electronic marketing tools in implementing online
  marketing programs.

3
The Electronic of E-Commerce

• Electronic marketing has been introduced 10 year
  ago, and most significantly, it has been designed
  to communicate from a mass marketer to market of
  one, as in individual purchasers or prospects
• The focus of electronic marketing resources
  includes electronic tools, which marketers can
  use for communication, segmentation, or memory
  enhancements of customer preferences
• Videography
• CD-ROM
• Interactive kiosks
• Pagers
• Optical scanners
• Smart cards

4
The Data Warehouse and Enterprise Reporting

• It must be seen a medium of communication.
• It may be viewed as the next paradigm for
  distribution of marketing information.
• It is interactive way of captivating the
  audience.
• It introduces a massive volumes of incoming and
  outgoing data
• Including e-mail addresses.
• Your machine/computer.
• Length of time on the site.
• Mouse clicks.
• Your most recent session with information already
  from other visits on the Web.

5
E-mails

• It is a communication tool for local, national
  and international messages.
• Low-to-no cost e-mail providers.
• It helps to reach internal and external groups
  and audiences.
• External communications links to customers,
  business partners and prospects
• The list can be private.
• Messages are posted to the site without
  supervision.
• It may be anonymous.
• It is a quick and efficient response.
• Survey questions and data capture.

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E-Mails (cont.)

• Research findings
• They may be accessed from home-25.
• One e-mail account-42
• More than one e-mail account-56
• Europe-30 Vs. USA-20
• Use from work only-Europeans
• Older audience using from home-56
• Single-74

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The Internets Interconnections

• Origin of Internet
• It began as government defense project in late
  1960s.
• The goal was to prevent interruption of telephone
  and satellite communications links in case of
  war or nuclear disaster.
• It is later turned over to the NSF for use by the
  researchers and universities.
• The Mosaic browser developed at the University of
  Illinois, and now represented by the various
  versions of Nestcape Navigator and Internet
  Explorer.

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The New Reality

• The Internet
• Create demand.
• Provide information.
• Enables customer transactions.
• Focus on learning about market/audience.
• Deliver messages/information in a timely and
  relevant manner.
• Cater to customers self-identified needs.

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WWW

• A new marketing and communications resources that
  was introduced in 1991.
• It uses monitors, modems, sound cards along with
  Web experts.
• Web sites have come alive with addition of motion
  and sound as well as color and graphics.
• Information retrieval system on Yahoo, etc.
• The advantages
• Flexibility how the customers can interact with
  Web sites.
• Updated as often as the marketer wishes.
• Growing interest for world-wide applications and
  usage.

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Offline Advertising Efforts

• Segmented postcard mailings
• Splits to identify audience group
• Print ads that lead readers to unique URL.
• Incentives and services that persuade the
  audience to supply e-mail addresses or
  information.

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Driving Traffic to the Web Sites

• A tiered approach
• Gather names/e-mail addresses.
• Determines which names are most likely to convert
  to sale.
• Creates site segments that target visitors in
  different sections of the sales cycle.
• Creating a richer user experience
• As you collect information, you can deliver
• Messages that are relevant to what has already
  been learned about each customer.
• Varying levels of communication and interactive
  functionality

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Success Scenario

• Know Your Customers
• Offer Your Customers Something That No Other
  Company Can
• Don not Alienate While You are Driving Traffic To
  the Website
• Source Presentations of B2B groups, Inc. at the
  Professors Workshop of Direct Marketing
  Association.

13
Robot Shopping Agent

• Price comparison may result in large amount of
  saving, but it is not worthy for low price
  products.
• Automatic shoppers are a great convenience to the
  consumer, but it is inconvenience or a
  sale-robbing threat to the e-merchant.
• Same merchants refuse to participate with
  shopping robots.Exp.CDNow.

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The Benefits of Database and Other Software
Marketing Tools

• Small firms use Microsoft Access for customer
  records
• Large companies use Oracle Developer 2000 or
  oracle data Warehouse.
• Data management tools must used to ease the
  situation
• Hire in-house software developer.
• Engage an outside software development company.

15
Communications Networks

• It addresses to service specialized audience such
  as employees, vendors or clients, no longer to
  mass audiences.
• Intranet, a private access communication network
  designed most frequently for the employees within
  an organization
• Addresses issued to the companys constituencies.
• Intranet can contain information including work
  schedules and company notices.
• Extranet is a private access communication
  network that includes selected external
  suppliers
• It coordinates projects or participants that are
  distant in geography.

16
Reporting and Planning Systems

• Business requires clear and concise
  decision-making and reports.
• Reports must be easy to read and understand.
• Software systems must be able to access, analyze,
  and develop accurate assessment for making
  strategic decision.

17
Optical Scanners

• Incorporated into new and varied services to
  save time at the checkout in retail stores and
  manufacturing plant.
• It counts unit sold for inventory control and
  used for tracking sales promotions, price checks
  and various market research activities.

18
Web Portal Sites

• Web super site, the portal is the entry point
  that offers a broad array of resources and
  services such as e-mail from the Web site,
  forums, a variety of search engines, news
  broadcast, personal Web pages and online shopping
  malls.
• It is very attractive to online retailers and
  other marketing oriented companies
• AOL is still the largest and more successful
  portal in history as one-step service to access
  the best on the Web.

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Web Portal Sites (cont.)

• Marketer might look at advertising exposure on
  several portal sites as he would analyze
  programming on a television network.
• The well known search engines, Infoseek, Excite,
  Lycos, and Yahoo, are offering e-mails and home
  pages.

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The Limitations of Electronic Marketing Resources

• With every improved business practice or
  convenience there is tradeoff usually cost.
• Software and hardware needs should be
  investigated for future growth.
• The low penetration of WWW into American
  household.
• Lack of faith in financial transaction over the
  Web (legalized e-signature).
• For international marketing, limitations are
  language, laws, currency and cultural
  differences.
• In order to balance the requirements, software
  and hardware needs, and budged should be
  estimated.

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The Problems With the Web Sites

• Takes too long to download pages.
• Broken links and dead Web pages.
• Content on the Web. Unethical behaviors and
  pages.
• What equipment does the user own to access
  various Web sites (modem speed, etc.).
• Impact on customer service capabilities (color,
  motion and sound clips).