Chapter 12 Electronic marketing

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Chapter 12Electronic marketing
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Learning objectives

• 1 Discuss the difference between electronic
  marketing and Internet marketing
• 2 Understand how the Internet affects marketing
• 3 Describe the various forms of electronic
  marketing
• 4 Discuss the strategic considerations about
  electronic marketing

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Learning objectives (cont.)
5 Explain how to incorporate electronic marketing
into an overall marketing plan 6 Describe the
various forms of electronic marketing 7 Discuss
several trends and the effects they may have on
electronic marketing in the future
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Learning objective 1
Discuss the difference between electronic
marketing and Internet marketing
Define the term marketing
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E-business
1
Includes all communications and transactions with
an organisations stakeholders, such as
customers, suppliers, government regulators,
financial institutions, employees and the public
at large.
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E-commerce
1
The conduct of business transactions
electronically, which hence has a slightly
narrower focus than e-business.
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E-marketing
1
Traditional marketing using electronic methods.
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Internet marketing
1
One form of e-marketing utilising the Internet
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Learning objective 2
Describe four marketing management philosophies.
Understand how the Internet affects marketing
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The new business franchise
2

• Find out about products
• Get answers to questions
• Leave messages
• Solve problems
• Make purchases

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Marketing on the Internet
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Opportunities for customer relationship marketing

• Profiles of preferences
• Email notifications
• Customer service
• Convenient online shopping

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Financial implications
2

• Competitive advantage
• Reduction in expenses
• Reduced inventory
• Lower financial barriers to entry

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Learning objective 3
Describe the various forms of electronic marketing
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Forms of e-marketing
3

• Newsletter and discussion list marketing
• Email marketing
• spamming
• targetted
• Web advertising
• banner
• sponsored sites
• interstitials
• E-tailing

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Learning objective 4
Discuss the strategic considerations about
electronic marketing
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Factors influencing online buying behaviour
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• Attitude toward technology
• Income
• Motivation to use technology

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Internet buyer categories
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• Early adopters
• Mainstreamers
• Laggards

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Advantages ofelectronic publications
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• Easier access to worldwide information
• Information content that is more current
• The ability to make complex searches
• Incorporation of multimedia
• Lower publication costs

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Basic forms of electronic commerce
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• Business-to-consumer (B2C)
• Business-to-business (B2B)

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Marketing researchthrough the Web
4

• Vast information sources for secondary research
• Better primary research
• Web-based surveys and focus groups
• Information about competitors

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Learning objective 5
Explain how to incorporate electronic marketing
into an overall marketing plan
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Elements of an e-marketing plan
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• The purpose or goal of the e-marketing program
• Target audience of the marketing
• The marketing mix
• An integrated marketing strategy
• Resources needed to execute the plan
• Evaluation of the e-marketing program

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Setting e-marketing goals
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• Increase or enhance company exposure
• Improve customer service
• Provide new products or services
• Lower overall costs
• Create one-to-one relationships

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Evaluating the outcome
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• Are we reaching the target audience?
• Who is actually visiting our website?
• Can visitors easily move around our website?
• Are visitors getting what they want from our
  website?
• Do people want to receive our messages and are
  they telling us what they want to know?

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Learning objective 6
Describe the various forms of electronic marketing
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Learning objective 7
Discuss several trends and the effects they may
have on electronic marketing in the future
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Trends that may affect Internet marketing
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• Agile organisation
• Virtual community
• Global village