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E-Marketing

E-Marketing . Letting them Know your on the Web INBS 510 Module 5. Defining marketing and the e-. The process of planning and executing the conception, distribution, promotion and pricing of ideas, goods, services to create exchanges that satisfy individual and organizational objectives

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E-Marketing

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  1. E-Marketing Letting them Know your on the Web INBS 510 Module 5

  2. Defining marketing and the e- • The process of planning and executing the conception, distribution, promotion and pricing of ideas, goods, services to create exchanges that satisfy individual and organizational objectives • E-marketing adds customer value and increases company profitability

  3. power shifts from selleres to buyers increasing velocity death of distance global reach time compression knowledge is key market deconstruction 8. interoperability 9. interdisciplinary focus 10 intellectual capital rules 10 new rules for E-marketing

  4. Internet Users & Products • 4th channnel for sales • Diffusion of innovation • Innovators • Early adopters • Mainstream • Laggards • Product Life Cycle • Vary strategies with each stage

  5. Customer surveillance • Attitude toward technology- technographics • Segmenting the market • Undifferentiated (mass) • Multi segment • Niche • micromarketing- individualized targeting

  6. Segments: Types • demographic: women, teens, ethnic etc • psychographic: personality, values • behavior: benefits sought and product usage • country profiles

  7. Marketing Intelligence • Demographic trends • Competitors • Technological forces • Natural resources • Social and cultural trends • World and local economics • Legal and political environments

  8. Get the scoop… links • www.stat-usa.gov • www.ama.org • www.dnb.com • www.hoovers.com • www.thomasregister.com • http://ecommerce.vanderbilt.edu

  9. More Links • www.netmechanic.com -free tools to evaluate your site • News- http://newslinks.com • Legal- www.freeadvice.com , www.lexis.com • Internet- www.whois.net , www.cyberatlas.com

  10. Benchmarking Look and feel of site Attempts to collect info Cookies Hidden text E-commerce ease Quality of content Site wide search engine Databases Banner campaigns Text loads before graphics Contact info on every page Time to load Well organized Offer free advice Know the competition www.fuld.com

  11. Snoop with a mask • www.anonymizer.com can’t tell who you are • Visit search engines and find out how they are searchable • Visit http://rs.internic.net check out all the domain names your competition has registered

  12. SWOT Analysis • Strengths • Weaknesses • Opportunities • threats

  13. Branding Online/ Corporate Identity • Laser target niches 1-3 max • What’s in a name? • Spell it out in email and URL • Solution naming • Name on everything • Transferring current image to online • www.tide.com

  14. Web Digest for Marketers • eMarketer, which you can visit at http://www.emarketer.com • The CRM Guru, can be found at http://www.crmguru.com/wdfm/

  15. Building Brands with Communities • To commune or not to commune • That is the question • What is nobler? • there are times when community is problematic • What might they be?

  16. Advertising Networks & Products • Doubleclick • www.Engage.com • www.Marketmatch.com database • Channels www.entrypoint.com

  17. Ads on the Web: Methods of Promotion • Ad banners • Hyperlinked banner • Clickthrough ratios: analysis • Clickstream analysis: analysis • Headers on emails • Signature blocks

  18. Measurement: Definitions • Hits- file requested ( many files on a page) • Page views- single access to a URL • Visitors-unique vs. number • Site stickiness- length of stay/returns • Impressions-banner ad served up to viewer

  19. How to measure audience • Consumer-centric model • Similar to Nielson ratings • take representative sample • Analyze clickstream data • What are the downsides? • Site-centric model • Tallied at content provider web site • Analyzing log files • Downside is proxy server caching

  20. Cost per Thousand CPM • Ad’s cost • Divide by audience size • Multiply by 1000 • Generally • Web CPM figures are 10.00-100.00 • TV and Magazines most expensive • Radio least expensive

  21. Advertisers buying Keywords • ie. search for the word “Automobile” • Search it and then a purchased banner ad for Ford or whatever comes up

  22. Free Auto responders link exchanges Exchanging sponsorships or ad space Including ads on own site Fee based Banner ads on other sites Creating promotional software on disks Budget considerations

  23. An idea.. • www.cybergold.com get paid to view ads

  24. Direct Mail – Email – Avoid Spam • Opt in only • Brief messages • Offer choices for more info • Show removal options and adhere • Don’t give away, sell or trade email addresses

  25. PR and Promotional Programs • New releases • www.prnewswire.com • www.businesswire.com • Events • Talks • Auctions • Giveaways

  26. Using Autoresponders • Mailbots: • For each ad that runs • Brochures • Incoming email for surveys • For requests by journalists and editors • To email updated lists of distributors and resellers • Email updates to trade shows

  27. Marketing Techniques • Direct Marketing – non personal media to targeted groups • Advantages on line- • Cheaper • Avenue for direct response • Individualized • Disadvantages • Spam • Difficulty finding appropriate email lists

  28. Marketing Techniques • Permission Marketing • Opting in • Viral Marketing- word of mouse • Bulletin Boards • ListServs • Spam and the antispam policy • Trends for 2001 • Profiling, penetration, privacy, profitability

  29. Those Metatags & Search Engine ratings… a witch’s brew • Metatags • Key words • Descriptions • www.mercynet.edu/ibs • www.haymakerpress.com • www.stowesmith.com • www.stoweeducationfund.org • Alt tags

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