Emarketing 2011.1

Chaffey, Internet Marketing 4th Edition, © Pearson Education Limited 2009

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• The definition of marketing by the Chartered Institute of Marketing (http://www.cim.co.uk/) is:

• Marketing is the management process responsible for identifying, anticipating and satisfying customer requirements profitability

Give examples of how the Internet (web and e-mail) achieves these?


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• Identifying – the Internet can be used for marketing research to find out customers’ needs and wants (Chapters 7 and 10).

• Anticipating – the Internet provides an additional channel by which customers can access information and make purchases – evaluating this demand is key to governing resource allocation to e-marketing as explained in Chapters 2, 3 and 4.

• Satisfying – a key success factor in e-marketing is achieving customer satisfaction through the electronic channel, which raises issues such as: is the site easy to use, does it perform adequately, what is the standard of associated customer service and how are physical products dispatched? These issues of customer relationship management are discussed further in Chapters 6 and 7.


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• To set clear goals for digital channels• To align with business strategy (avoid ad-hoc

approaches)• Create a specific online value proposition (OVP)• Specify communications tools to drive visitors • Integrate digital and traditional channels• Manage customer lifecycle (e.g. through email

marketing)


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• An advertising medium • A direct-response medium • A platform for sales transactions • A lead-generation method • A distribution channel • A customer service mechanism • A relationship-building medium


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• 1. Transactional e-commerce site:• Examples – Amazon, Dell

• 2. Services-oriented/relationship building• Accenture, British Gas

• 3. Brand Building site• Tango, Guinness

• 4. Portal or media site• Yahoo! Silicon.com

• 5. Social network or media site• Note that these types overlap


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• How do I complete a situation analysis as part of planning for digital marketing?

• How are the competitive forces and value chain changed by the Internet?

• How do I assess the demand for Internet services and customer behaviour?

• How do I compare our online marketing with that of competitors?

• What is the relevance of the new intermediaries?


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See http://www.davechaffey.com/seo-keyword-tools

Emarketing 2011.1

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