Marketing in the Digital Age

1
Marketing in the Digital Age

• Chapter 18

2
Forces Shaping the Internet Age
3
Major Forces Shaping the Digital Age

• Digitalization Connectivity
• The flow of digital information requires
  connectivity
• Intranets, Extranets and the Internet

4
Major Forces Shaping the Digital Age

• The Internet Explosion
• Key driver of the New Economy

5
Major Forces Shaping the Digital Age

• New Types of Intermediaries

• Brick-and-mortar firms often face
  disintermediation from click-only
  competitors

• The click-and-mortar business model has been
  highly successful

6
Major Forces Shaping the Digital Age

• Customization and Customerization
• Information businesses are at the heart of the
  New Economy
• Has enhanced marketers ability to customize
  and customerize product offerings

7
Marketing Strategy in the Digital Age

• E-business
• uses electronic means and platforms to conduct
  business.

8
Marketing Strategy in the Digital Age

• E-commerce
• facilitates the sale of products and services by
  electronic means.

9
Marketing Strategy in the Digital Age

• E-marketing
• Includes efforts that inform, communicate,
  promote, and sell products and services over the
  Internet.

10
Marketing Strategy in the Digital Age

• Buyer Benefits of E-Commerce
• Convenience
• Easy and private
• Greater product access/selection
• Access to comparative information
• Interactive and immediate

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Marketing Strategy in the Digital Age

• Seller Benefits of E-Commerce
• Relationship building
• Reduced costs
• Increased speed and efficiency
• Flexibility
• Global access

12
E-Marketing Domains