Principles of Information Technology Basic Internet Functions.
Principles of Internet Marketing 2951
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8/3/2019 Principles of Internet Marketing 2951
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PRINCIPLES OF
INTERNET MARKETING
NAPA CONSULTING GROUP
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Topic: Internet Marketing
E-Marketing vs. marketing
Internet demographics Advantages
New contagions of infor mation
Impact on Pr oduct Mix New innovation paradigm
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Baseline Definition of e-Marketing
³«identif ying, under standing, collaboratively creating, and meeting a segment of human and social needs, wants, desires,
wishes digitally.´
Adaptation of Philip Kotler¶s original def inition of marketing.
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Customer Integrated Into Process
MonologueOne wayMass communication
StaticNo interaction among customer sShotgun appr oachHar d to identif y customer sHar d to manage customer s
BEFORE AFTER
DialogueOne-to-one marketingReal-time
DynamicCollaborativeSegmentedRich customer interactionRich customer data
Customer Customer sSupplier
Supplier Internet
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E-Marketing:More Than Just Your Website
ACMEBrandedsite
Site linking
Small businessesB2B partners
Industry
Business resource Hubs
- Regional- By industry- By application- Portals- Verticals
Search engines- Regionally- Worldwide
OutsourcePartners
Admin portal
- Regional- Agent communities- By industry
- By application- Portals
First time visitors from search engines.
Partners
Other BlogsOther Blogs
Forum
A
B
C
A
B
C
PORTAL
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Global Online Population
Currently about 1.2 billion
Pr ojected to gr ow to 1.8 billion by 2010
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Websites Worldwide
Netcraf t November 2006 sur vey
In May 2007, the number reportedwas a little over 118 million worldwide
70 million
blogs in just 4 year s.120K blogsbeing addedeach day.
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U.S. Online Ad Spending:5.9% of the $285 billion total U.S. advertising market in 2006
Source: Wall Street Journal, May 25, 200
7, pg. B1
$16.9
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Advantages
Democratization of advertising Reach: Collapsing barrier s of time & space Lower risk of pr oduct / ser vices innovation
Lower cost / higher ROI Digitization of all infor mation Virtual supply chains Virtual markets Virtual real-time interaction with customer s & supplier s
Scalability Ability to coalesce and reach increasingly
f ragmented markets Streamline business pr ocess
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Rearrange Your Supply Chain:Create More Strategic & Symbiotic B2B Relationships
Think in ter ms of solving the common objectives, interests, andobstacles.
Pur sue common challenges.
Pur sue common goals.
Remove common obstacles. Achieve collective pr of itability
How? By removing ineff iciencies and
duplicity of efforts in each discrete value chain.
Collaborate together to link
strategies, validate new applications, how to market them, how to price them, and how to launch them,
The basic principle is to leverage, link, and coor dinate resources at a strategic level towar ds achieving the same fundamental goals.
OEM
Ser vicePr ovider
V ARReseller
End User
Value Chain
Value Chain
Value Chain
Build more strategic & symbiotic value chain.
G
O
A
L
Reduce duplicityReduce costsLeverage resourcesIncrease value
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Baseline Guidelines
Create an E-marketing plan Choose top level domain name early Choose & trademark branded domains Design & linkage
Relationship of all internal websites to target customer s, industry sites, supplier s, business sites, portals, blogs
Inf rastr ucture: Who will host sites, applications, and associated ser ver s SEO plan and strategy for your websites Indexing Real-time analytics Communication utilities
E-mail, IM, real-time voice, weblogs
E-mail list management and opt in / out best practice (CAN-SPAM ACT) Online advertising or ³sof t branding´ E-commerce site Drive traff ic
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