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E-Marketing

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

  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 sellers 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 4 P-s product, pricing, place(distribution), promotion 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 introduction, growth, maturity and decline

  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. Competitive intelligence 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 http://www.fuld.com/whatCI.html

  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 To carry out a SWOT Analysis write down answers to the following questions: Strengths: What are your advantages? What do you do well? Consider this from your own point of view and from the point of view of the people you deal with. Don't be modest, be realistic. If you are having any difficulty with this, try writing down a list of your characteristics. Some of these will hopefully be strengths!

  13. SWOT Weaknesses: What could be improved? What is done badly? What should be avoided? Again this should be considered from an internal and external basis - do other people perceive weaknesses that you don't see? Do your competitors do any better? It is best to be realistic now, and face any unpleasant truths as soon as possible.

  14. SWOT Opportunities Where are the good chances facing you? What are the interesting trends? Useful opportunities can come from such things as: Changes in technology and markets on both a broad and narrow scale Changes in government policy related to your field Changes in social patterns, population profiles, lifestyle changes, etc. Local Events

  15. SWOT Threats What obstacles do you face? What is your competition doing? Are the required specifications for your job, products or services changing? Is changing technology threatening your position? Do you have bad debt or cash-flow problems?

  16. 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

  17. 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/

  18. 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?

  19. Advertising Networks & Products • Doubleclick • www.Engage.com • Channels www.entrypoint.com

  20. Ads on the Web: Methods of Promotion • Ad banners • http://www.npr.org/ramfiles/me/20010827.me.07.ram • Hyperlinked banner • Clickthrough ratios: analysis • Clickstream analysis: analysis • Headers on emails • Signature blocks

  21. 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

  22. 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

  23. 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

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

  25. 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

  26. Direct Mail – Email – Avoid Spam • Opt in only • http://www.npr.org/ramfiles/wesat/20000805.wesat.04.rmm • Brief messages • Offer choices for more info • Show removal options and adhere • Don’t give away, sell or trade email addresses • http://www.cauce.org/

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

  28. 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

  29. 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

  30. 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

  31. Those Metatags & Search Engine ratings… a witch’s brew • Metatags • Key words • Descriptions • http://grad.mercy.edu/ibs • Alt tags

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