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Online Marketing

Online Marketing. Gay, Charlesworth & Esen Chapter One. Early Internet Prophecies. “ The Internet is a tidal wave. It will wash over nearly all industries drowning those who don’t learn to swim in its waves” Bill Gates CEO Microsoft. Online Marketing definitions.

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Online Marketing

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  1. Online Marketing Gay, Charlesworth & Esen Chapter One

  2. Early Internet Prophecies “ The Internet is a tidal wave. It will wash over nearly all industries drowning those who don’t learn to swim in its waves” Bill Gates CEO Microsoft

  3. Online Marketing definitions • “The use of Internet and related digital information and communications technologies to achieve marketing objectives”. Institute of Direct Marketing • ‘the process of building and maintaining customer relationships through online activities to facilitate the exchange of ideas, products and services that satisfy the goals of both parties’ Mohammed 2001

  4. The Internet can increase an organisation’s geographic coverage beyond its traditional heartland. New customers can be reached. The Internet provides a low cost effective way of transacting with customers compared to traditional selling costs. A site can be open for business all day everyday providing customer convenience. The Internet is a fast and flexible communications tool Customer resistance to change, especially older and disadvantaged people. Public concerns over privacy issues, such as SPAM and chat-rooms. Lingering security doubts over fraud and Phishing (hackers) and network security and stability. (Worms). Lack of trust with unknown virtual traders. The Internet’s sensory boundaries limit senses like taste and touch which influence buyer decisions. Internet Advantages & Disadvantages

  5. Ten C’s Of Marketing for the Modern Economy 4. Competition 3.Convenience 5. Communications 2.Corporate Culture 6.Consistency 1.Customer 10.Control 7.Creative Content 8.Customisation 9.Coordination

  6. Three Digital Routes • Grasp the nettle – be visionary and exploit the web’s potential • Follow the leader – a more cautious approach learning from others’ mistakes • Stand Firm – revitalise the offline experience

  7. The Online Marketing Environment Organisational Offerings The Mix and the Ten C’s of Internet Marketing The Customer Suppliers, distributors, Stakeholders & competitors Microenvironment Macro environment STEP Analysis

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