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WEBSITE as a marketing tool

WEBSITE as a marketing tool. Presented by: Vitalija Gelažiūtė Gintarė Eimantaitė Skaistė Kanapskytė Dalius Jankevičius. Agenda. Website - Current situation Traditional marketing on the internet is changing… How does marketing work through the website? Example Conclusion.

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WEBSITE as a marketing tool

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  1. WEBSITEas a marketing tool Presented by: Vitalija Gelažiūtė Gintarė Eimantaitė Skaistė Kanapskytė Dalius Jankevičius

  2. Agenda • Website - Current situation • Traditional marketing on the internet is changing… • How does marketing work through the website? • Example • Conclusion

  3. Website - Current situation • The popularity of www… • They have websites:

  4. Website - Current situation • Reality = Virtual reality? • They are only or very virtual:

  5. Website - Current situation • What are they doing there: • Various selling companies (books: http://amazon.com, http://www.boeknet.nl, cd’s: http://www.cdnow.com) • Auctions (vast majority of goods: http://www.ebay.com) • Services (Legal consultations: http://www.legal.com/Mediation/Index.htm, http://www.advocaat.nl) • Publication (journal, articles: http://www.moteris.lt, conference materials: http://www.acm.org/dl/available_proceedings.html) • Other;

  6. Website - Current situation • Why they are virtual: • Open 24 hours a day; • Comfortable; • Cheaper; • Other.

  7. II. Traditional marketing on the internet space is changing..

  8. P.Kotlers “4P” assumes a new face… PRODUCT. On the internet space - products and services cannot be touched physically e.g. Web site, e-magazines. The Product here can be everything that satisfies the customer and profits the company. Although there are some products which are hard to sell on-line: • Really expensive products and services. • Technically complicated products. • Products and services which are absolutely new and have not been tried on the market.

  9. P.Kotlers “4P” assumes a new face… PRICE. There can be 3 types of prices on the web-sites: • Touchable price. Physical price, related with the benefit (net cost, delivery, profit). • Untouchable price. Companies are buying customers attention, and selling it to other companies by advertisement. • Combined price. Involves touchable and untouchable price.

  10. P.Kotlers “4P” assumes a new face… PROMOTION. Wide e-working space helps companies to popularize their brands. But, first of all, they have to learn how to use it right. Promotion on the internet can have many types: • public relation, • web sites, • banners, • e-mails, • searching- rooms, • reference and other.

  11. P.Kotlers “4P” assumes a new face… PLACE. Internet gives us new distribution channels: • moderators, • e-passage, • a chain of value integrations, • and other. These distributors gets profit from every single operation made on the internet. Company’s has to take processes measure, and if it’s possible - to transact it by themselves, to get the extra profit.

  12. III. How does marketing work through the website?

  13. Website given opportunities: Potential revenue; Business reorganization; Customer’s choice; Qualitative service; Involvement in global economics; Logistics rationality.

  14. Potential revenue Direct business; Electronic advertising services; Payment by credit cards; Commission.

  15. Business reorganization Manufacturing or services’ process; Customers and partners collaboration system; Marketing program; Sale system; Production and service; New information system; Suppliers’ and banks’ confirmation because of legal documents; All business structure.

  16. Customers choice Big choice of products or services; Reasonable price; No obstacles: Distances; Limited time; Lack of information.

  17. Qualitative service Free services; Communication without agents; Information after purchase. Involvementin global economics • Worldwide access; • Languageimportance. Logistics’ rationality • Local business.

  18. Website Not only support tool; Not only web page creation; Not only advertising: Customers wants and needs; Attraction.

  19. Website www.topsport.lt - as a marketing tool

  20. IV. Example • UAB "Top Sport" organizes betting in accordance with the Gambling Law of the Republic of Lithuania and other Betting Regulations. • Company was established in 2002. • It was the first betting company in Lithuania. • In the beginning it offered to bet for only sports events, but now we can bet for such events as Americas president election, Eurovision song contest, dogs and horses race and etc. • Nowadays they still come up with new betting objects once in a while.

  21. “Topsport” has 56 betting centers.

  22. In 2003 “Topsport” created it’s website

  23. Website www.topsport.lt - as a marketing tool Marketing in this website is realized according to the traditional marketing elements: • Product; (in this case services) • Price; • Place; • Promotion. Service marketing analysis consists of 3 more characteristics by Doyle: • People; • Process; • Physical evidence.

  24. Product (services)

  25. Price • Saves consumers time; • Cheaper advertising for company; • Better accessibility (24/7).

  26. Place Combines 2 mediatory models: • i – shop – allows users do bets online; • Informative – provides information to consumers.

  27. Promotion

  28. Website www.topsport.lt - as a marketing tool • People – recruits the right staff and trains them appropriately in the delivery of their service. This helps the company to obtain a form of competitive advantage. • Process - government plays a very important role to the company. It legislates favorable and unfavorable laws, that controls gambling business, to prevent any „Money laundering “ or similar activities. The Company uses modern technology that helps consumers to get the newest information and efficient services.

  29. Website www.topsport.lt - as a marketing tool • Physical Evidence - this element is most important of the service mix which allows the consumers to leave feedback. • Company does everything that their users would be satisfied and will come back again. • “Topsport” website helps company to reach their marketing goals.

  30. Website www.topsport.lt - as a marketing tool • First it was a new marketing tool to the company and was used only as an introduction of the company to the customer. • Now it has a huge impact in company’s marketing. • The Company tries to reach such goals through the website: - represent company; - allow users to do bets online; - introduce with bet offers. • It collaborates with other websites because cheaper advertising. • Company’s internal strategyfocuses on promotion and advertising.It supports various sport’sevents –this helpsto attract more users(consumers).

  31. Agenda • Website - Current situation • Traditional marketing on the internet is changing.. • How does marketing work through the website? • Example • Conclusion

  32. Conclusion • What should be remembered: • Website is very popular among companies; • Benefits of a website - as a marketing tool: • Sales; • Services; • Communication; • Cost cutting; • Advertisement.

  33. Q&A Thank you for your attention!

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