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Learning objectives
Evaluate the relevance of the Internet to
the customer-centric, multi-channel
marketing concept
Distinguish between Internet marketing, e-
marketing, e-commerce and e-business
Identify the key differences between
Internet marketing and traditional
marketing
Assess how the Internet can be used in
Marketing consists of individual and
organisational activities that facilitate and
expedite satisfying exchange relationships
in a dynamic environment through the
creation, distribution, promotion and pricing
of goods, services and ideas.
the management process responsible
for identifying, anticipating and
satisfying customer requirements
profitably.
Istilah Definisi
Internet Marketing Achieving marketing objectives through applying digital technologies
E-MarketingAchieving marketing objectives through use of electronic communications technology, and also includes management of digital customer data and electronic customer relationship management systems (e-CRM systems).
Digital MarketingSupport marketing activities aimed at achieving profitable acquisition and retention of customers ... within a multi-channel buying process and customer lifecycle
E-commerce buying and selling using the Internet
E-businessThe transformation of key business processes through the use of Internet
technologies.
1. Twenty-four/seven availability to
information and sales and product
support
2. Worldwide visibility
3. Direct sales (no need for a storefront)
4. Targeted market
5. Competitive advantage (to open new
markets, save on operating costs, take
calculated risks, get found faster,
connect better, and serve/sell harder,
leaving competition in the dust)
6. Savings in costs and human resources
7. Immediate tracking to measure,
optimize, and spend money where it
counts
An advertising medium
A direct-response medium
A platform for sales transactions
A relationship-building medium
A customer service mechanism
A distribution channel
the use of
Key Components to Effective
Marketing
• Awareness
• Communication/information
distribution
• Connection
• Service
• Sales
Internet can potentially be used to achieve four strategic
directions
Market penetrationMarket development
New product Diversification
Internet Vs Traditional Marketing
Interaktif
Intelligence
Individualisation
Integration
Independence of location