Lecture 32 E-Marketing Course Summary Instructor: Hanniya Abid
Assistant Professor COMSATS Institute of Information
Technology
Slide 2
Scarcely a day goes by without some claim that new technologies
are fast writing newsprints obituary. Yet, as an industry, many of
us have been remarkably, unaccountably complacent. Certainly, I
didn t do as much as I should have after all the excitement of the
late 1990 s. I suspect many of you in this room did the same,
quietly hoping that this thing called the digital revolution would
just limp along. Well it hasnt... it wont.... And its a fast
developing reality we should grasp as a huge opportunity... .
Rupert Murdoch ( News Corporation, 2005 )
Slide 3
We have moved from The Attention Economy (push) to The
Attraction Economy (pull) to The Participation Economy (share)
Roberts (2010)
Slide 4
What David Siegel said in the dot.com days still holds true:
E-marketing is not about building a web site, but building a web
business... harmonizing the power of customers . Siegel (2000)
Slide 5
Slide 6
E-Marketing There are many terms with the e-prefix and many
different interpretations. Within any organization, developing a
common understanding for terms such as e-commerce, e-business and
e-marketing, and how they interrelate and who will manage them, is
important to enable development of a consistent, coherent
strategy.
Slide 7
Slide 8
General Overview E-marketers need to assess the particular
relevance of B2C, B2B, C2B and C2C marketing to their organization.
E-marketing and e-commerce are a subset of e-business that involve
the automation of all business processes. E- Marketing can assist
in all elements of marketing providing new techniques to identify,
anticipate and satisfy customer needs efficiently.
Slide 9
General Overview E-marketing is at the heart of e-business...
getting closer to customers and understanding them better, adding
value to products, widening distribution channels and boosting
sales through running e-marketing campaigns using digital media
channels such as search marketing, online advertising and affiliate
marketing. It also includes using the website to facilitate
customer leads, sales and managing after sales service. As with
mainstream marketing, e-marketing is a way of thinking, a way of
putting the customer at the heart of all online activities, e.g.
getting different user groups to test your web site on different
browsers in different settings on different connections.
Slide 10
General Overview E-marketing and its benefits and risks. It
describes the difference between e-commerce, e- business and
e-marketing; The alternative digital communications channels,
Online activities and the benefits Sell, Serve, Save, Speak and
Sizzle. Situation B2C, B2B, C2B and C2C
Slide 11
E-Marketing Checklist To what extent are you incorporating
right-touching into your e-marketing? Use this checklist from
customer acquisition to retention: 1 Search marketing: when a
prospect uses a search engine to search for a company or brand name
or a specific category or product, a paid search ad from the
company or an affiliate should explain an appropriate value
proposition and direct them to the right product page.
Alternatively, if the site is well optimized a relevant message
featuring your brand should feature high in the natural search
results,
Slide 12
E-Marketing Checklist 2 Behavioural targeting or online
advertising: when a prospect interacts with content on a media site
or searches on a specific term, a sequence of follow-up ads known
as behavioural retargeting should be displayed as they visit other
sites within a network and the destination site of the merchant
paying for the advertising.
Slide 13
E-Marketing Checklist 3 Multi-touches across different digital
media channels for acquisition. Use tracking through web analytics
to understand the sequence and combination of different digital
media channels (search, affiliates, display ads or aggregators)
which generate the most cost effective response. How do you
allocate the channel to the outcome? Do you simply do last click
wins or do you weight across the different touch points?
Slide 14
E-Marketing Checklist 4 Customer lifecycle model and welcome
strategy: when a prospect subscribes to an e-mail newsletter,
enquires about a service or makes a first purchase, a welcome
communications strategy should be in place which uses a sequence of
e-mail and possibly personalized web recommendations, direct mail
and phone communications to educate the customer about the brand or
product and generate the initial sale
Slide 15
E-Marketing Checklist 5 Reducing online attrition: when a
shopper abandons their shopping basket, a combination of
communications should seek to win them back. Alternatively, after a
quotation, for example for a car policy, follow-up e-mails should
remind customers about the benefits of taking out the policy.
Slide 16
E-Marketing Checklist 6 Delivering relevant recommendations for
retention and growth. When an existing customer returns to a site,
a personalized container should be available on every page to
deliver relevant personalized promotions. Amazon recommendations
are the best known examples, to deliver relevant recommendations to
prospects and customers according to their position in the
lifecycle, segment and previous purchases. Similarly panels within
e-mails can achieve the same.
Slide 17
E-Marketing Checklist 7 Following up on customer product or
promotion interest. When a customer clicks on a link in an e-mail
or interacts repeatedly with content on a site is there an
automated workflow triggering an e-mail, direct mail or phone
reminder about the offer?
Slide 18
E-Marketing Checklist 8 Getting the frequency right. Effective
Right Touching requires that messages stay engaging, relevant and
do not become too intrusive or too repetitive. So you should put
limits on the maximum number of e-mails that are sent in a period
(e.g. one a month or one a week) and the interval between them
(e.g. an interval of at least 3 days).
Slide 19
E-Marketing Checklist 9 Getting the channel right. Right
channelling means using the best channel(s) for the customer, which
fits their preferences and the right channel for the company, which
gives them the best combination of cost and response. It means that
for some customers you may be able to upweight e-mail
communications because they interact and respond to them, so
reducing costs of direct mail. But other customers on an e-mail
list may not respond to or dislike e-mail and so direct mail is
upweighted to them.
Slide 20
E-Marketing Checklist 10 Getting the offer right. Offers will
vary in effectiveness according to the audience targeted and this
will be indicated by their profiles and customer journeys indicated
by the media and content they have consumed. Can you identify the
Next Best Product for previous purchasers? So right-touching
requires that testing is built-in to deliver the right messages and
right sequences of communications for different audiences.
Slide 21
Some topics that we have covered
Slide 22
Internet Usage in Pakistan & E-Marketing Potential Internet
usage in Pakistan Pakistans growth rate of internet users is second
highest in SAARC countries in accordance with its population
Slide 23
Ethical and Legal Issues Compare and contrast ethics and law.
Discuss the implications of ethical codes and self- regulation.
Identify some of the main privacy concerns within traditional and
digital contexts. Explain some of the important patent, copyright,
trademark, and data ownership issues related to the Internet.
Highlight key ethical and legal concerns related to online
expression.
Slide 24
E-Marketing Research Identify the three main sources of data
that e- marketers use to address research problems. Discuss how and
why e-marketers need to check the quality of research data gathered
online. Explain why the Internet is used as a contact method for
primary research and describe the main Internet- based approaches
to primary research.
Slide 25
Consumer Behavior Online Discuss general statistics about the
Internet population. Describe the Internet exchange process and the
technological, social/cultural and legal context in which consumers
participate in this process. Outline the broad individual
characteristics and consumer resources that consumers bring to the
online exchange. Highlight the four main categories of outcomes
that consumers seek from online exchanges.
Slide 26
Segmentation, Targeting, Differentiation, and Positioning
Strategies Outline the characteristics of the three major markets
for e-business. Explain why and how e-marketers use market
segmentation to reach online customers. List the most commonly used
market segmentation bases and variables.
Slide 27
Product: The Online Offer Define product and describe how it
contributes to customer value. Discuss how attributes, branding,
support services, and labeling apply to online products. Outline
some of the key factors in e-marketing enhanced product
development.
Slide 28
Price: The Online Value Identify the main fixed and dynamic
pricing strategies used for selling online. Discuss the buyers view
of pricing online in relation to real costs and buyer control.
Highlight the sellers view of pricing online in relation to
internal and external factors. Outline the arguments for and
against the Net as an efficient market. Describe several types of
online payment systems and their benefits.
Slide 29
The Internet for Distribution Describe the three major
functions of a distribution channel. Explain how the Internet is
affecting distribution channel length. Discuss trends in supply
chain management and power relationships among channel players.
Outline the major models used by online channel members. Highlight
how companies can use distribution channel metrics.
Slide 30
E-Marketing Communication Tools Define integrated marketing
communication (IMC) and explain the importance of the hierarchy of
effects model. Discuss how marketers use the Internet for
advertising, marketing public relations, sales promotions, direct
marketing, and personal selling. Identify several emerging IMC
tools. Describe the most effective online IMC tactics.
Slide 31
E-Marketing Communication Tools Discuss how marketers use the
Internet for advertising, Marketing public relations, Direct
marketing, Online partnerships Affiliate Marketing
Slide 32
Online Traffic Building Evaluate the range of options for
traffic building Key Characteristics for online traffic building.
Search Engine Marketing Link building Online partnerships and
sponsorships
Slide 33
Engaging Customers with Social Media Define social media and
compare it with traditional websites. Discuss how marketers use
social media. Identify social media tools. Describe the role and
important measures of social media performance.
Slide 34
Social Media Marketing Introduction What is social media
marketing Benchmark and set new goals Create strategy outline
Social media listening and online reputation management Content and
engagement strategy Create a communications strategy for social
media Implement social media marketing Social media
optimization
Slide 35
Site Design Know what makes an excellent web site Be able to
review the components of a site when designing an enhancement
Understand the rules to follow and the mistakes to avoid Be able to
converse with any web master, marketer or chief executive about
improving your web site Be able to explore options for added value
through dynamic facilities.
Slide 36
CRM Define customer relationship management and identify the
major benefits to e-marketers. Discuss the eight major components
needed for effective and efficient CRM in e-marketing. Apply basic
Customer Relationship Management principles in the online world
Appreciate the careful planning required to create the perfect
database Begin to develop and nurture a properly integrated, multi-
channel database.
Slide 37
Conclusion E-marketing can help create a business which is
customer led... where the customer participates through a constant
dialogue, a dynamic dialogue, expressing interests, requesting
products and services, suggesting improvements, giving feedback...
where ultimately, the customer drives the business.
Slide 38
Slide 39
Is there anything else for you to do today?
Slide 40
Yes! There is one LAST thing Review the course for your final
examination All the best!