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E-Marketing Judy Strauss, Adel I. El- Ansary , and Raymond Frost – 4/E. Chapter 1: Past, Present and Future Chapter 2 : Strategic E-Marketing Chapter 3 : The E-Marketing Plan. Delivered by : Djati Adi Wicaksono - Session 4 -.

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E-Marketing Judy Strauss, Adel I. El- Ansary , and Raymond Frost – 4/E

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E marketing judy strauss adel i el ansary and raymond frost 4 e

E-MarketingJudy Strauss, Adel I. El-Ansary,and Raymond Frost – 4/E

Chapter 1: Past, Present and Future

Chapter 2 : Strategic E-Marketing

Chapter 3 : The E-Marketing Plan

Delivered by : Djati Adi Wicaksono- Session 4 -


E marketing 4 e judy strauss adel i el ansary and raymond frost

E-Marketing 4/EJudy Strauss, Adel I. El-Ansary, and Raymond Frost

Chapter 1: Convergence


E marketing defined

E-marketing Defined

  • The use of information technology

    • to create, communicate, and deliver value to customers.

    • for managing customer relationships to benefit the organization.

  • The result of information technology applied to traditional marketing.


E business e commerce and e marketing

E-Business, E-Commerce, andE-Marketing

  • E-business is the continuous optimization of a firm’s business activities through digital technology.

  • E-commerce is the subset of e-business focused on transactions.

  • E-marketing is one part of an organization’s e-business activities.


The internet

The Internet

  • A global network of interconnected networks.

  • Data move over phone lines, cables and satellites.

  • Three types of networks form part of the Internet:

    • Intranet: network that runs internally in an organization.

    • Extranet: two joined networks that share information.

    • Web: how most people refer to the Internet.


Internet across the globe source www internetworldstats com jun 2009

Internet across the globe:(source : www.internetworldstats.com, Jun 2009)


The web is one aspect of e marketing

The Web Is One Aspect of E-Marketing

Automobile

Refrigerator

Television

Web

UPC Scanner

Internet

PC

Database

PDA

E-mail

Cell Phone


E business recovery is sweet

E-Business Recovery Is Sweet


E marketing today

E-Marketing Today

  • Power shift from sellers to buyers

  • Marketing fragmentation: mass market to one customer

  • Death of distance

  • Time compression

  • Knowledge/database management is key

  • Marketing and technology: an interdisciplinary focus

  • Intellectual capital is important resource


Consumer control

Consumer Control

  • New technologies such as personal video recorders (PVRs) will increase consumer control.

    • Convergence of television, radio, print, etc.

    • Customer-controlled entertainment, and shopping on demand.


Refined metrics

Refined Metrics

  • Internet provides great deal of data, not all of which is very useful.

  • Tracking customer acquisition cost (CAC) and other key metrics is a critical marketing function still in its infancy.

  • Future metrics will provide better measures of performance, return on investment, etc.


E marketing judy strauss adel i el ansary and raymond frost 4 e

Metric

Definition/formula

Online Averages

CPM

Cost Per Thousand Impressions

CPM = [Total Cost  (Impressions)]  1000

$7 to $15 for banners1

$75 and $200 for e-mail ads2

$20 and $40 for e-mail newsletter2

Click-through rate (CTR)

Number of clicks as percent of total impressionsCTR = Clicks  Impressions

0.3% - 0.8% for banners3,5

2.4% rich media ads5

3.2% - 10% opt-in e-mail3,9

Cost Per Click (CPC)

Cost for each visitor from ad click

CPC = Total Ad Cost  Clicks

Varies widely

Google.com ranges from a few cents to a few dollars

Conversion Rate

Percent of people who purchased from total number of visitorsConversion Rate = Orders  Visitors

1.8% for Web sites6

5% for e-mail9

Customer Acquisition Cost (CAC)

Total marketing costs to acquire a customer

Varies by industry

$82 for online retail pure-plays; $31 for multi-channel brick and mortar retailers7

IMC Metrics and Industry Averages


Wireless networking increases

Wireless Networking Increases

  • Cell phones, PDAs and laptops connect to the Internet via wireless modem worldwide.

    • Starbucks

    • Hotels and airports

  • Customers will have information, entertainment and communication when, where and how they want it.


Appliance convergence

Appliance Convergence

  • The receiving appliance is separate from the media type.

    • Computers can receive digital radio and TV.

    • TV sets can receive the Web.

  • New types of “smart” receiving appliances will emerge.

    • Internet refrigerator is many digital appliances in one.

    • Global position systems (GPS) allow in-car communication and entertainment.


E marketing judy strauss adel i el ansary and raymond frost 4 e

Criterion

TV

Radio

Magazine

Newspaper

Direct Mail

Web

Involvement

passive

passive

active

active

active

Interactive

Media

Richness

multi-media

audio

text and graphic

text and graphic

text and graphic

multi-media

Geographic

Coverage

global

local

global

local

varies

Global

CPM

low

lowest

high

medium

high

medium

Reach

high

medium

low

medium

varies

medium

Targeting

good

good

excellent

good

excellent

excellent

Track effectiveness

fair

fair

fair

fair

excellent

excellent

Message flexibility

poor

good

poor

good

excellent

excellent

Strengths and Weaknesses of Major Media


E marketing judy strauss adel i el ansary and raymond frost 4 e

E-Marketing 4/EJudy Strauss, Adel I. El-Ansary, and Raymond Frost

  • Chapter 4: Strategic E-Marketing


Strategic planning

Strategic Planning

  • A managerial process to develop and maintain a viable fit between the organization and its changing market opportunities

  • Process identifies firm’s goals for

    • Growth

    • Competitive position

    • Geographic scope

    • Other objectives, such as industry, products, etc.


Business models

Business Models

  • A business model is a method for long term survival and a value proposition for partners, customers and revenue

  • E-business models include the use of information technology to achieve long term goals.

  • Firm selects one or more models as strategies to accomplish enterprise goals.


Level of commitment to e business

Level of Commitment to E-Business


Activity level models

Activity-level models

  • Online purchasing

  • Order processing

  • E-mail

  • Content publisher (brochureware)

  • Business intelligence

  • Online advertising

  • Online sales promotion

  • Pricing strategies


Business process level models

Business Process-Level Models

  • Customer relationship management (CRM)

  • Knowledge management

  • Supply chain management

  • Community building

  • Affiliate programs

  • Database marketing

  • Enterprise resource planning (ERP)

  • Mass customization


Enterprise level models

Enterprise-Level Models

  • E-commerce

    • Direct selling

    • Content sponsorship

  • Portal

  • Online broker

    • Exchange

    • Auction

  • Metamediary

  • Purchasing agent

  • Virtual mall


Pure play model

Pure Play Model

  • A Pure Play is a business that began on the Internet.

  • Top level of the E-Business pyramid.

  • Examples: E*Trade, eBay, Yahoo!

  • Most dot-com crash failures were pure plays.


Performance metrics

Performance Metrics

  • Performance metrics are specific measures designed to evaluate the effectiveness and efficiency of operations.

  • The Balanced Scorecard provides a framework for understanding e-marketing metrics.

    • Four perspectives: customer, internal, innovation and learning (growth), and financial


E marketing 4 e judy strauss adel i el ansary and raymond frost1

E-Marketing 4/EJudy Strauss, Adel I. El-Ansary, and Raymond Frost

Chapter 3: The E-Marketing Plan


Seven step e marketing plan

Seven-Step E-Marketing Plan

  • Situation analysis

  • E-Marketing strategic planning

  • Plan objectives

  • E-Marketing strategy

  • Implementation plan

  • Budget

  • Evaluation plan


Step 1 situation analysis

Step 1: Situation Analysis

  • Environmental factors

    • Legal factors

    • Technological factors

    • Market-related factors

  • SWOT analysis

    • Strengths

    • Weaknesses

    • Opportunities

    • Threats


Swot analysis leading to e marketing objective

SWOT Analysis Leading to E-Marketing Objective

3-8


Step 2 e marketing strategic planning

Step 2: E-Marketing Strategic Planning

  • Market and product strategies, called Tier 1 tasks or strategies, are outcomes of strategic planning.

    • Segmentation

    • Targeting

    • Differentiation

    • Positioning

  • Marketers conduct analyses to determine strategies.

    • Market opportunity analysis

    • Demand analysis

    • Segment analysis

    • Supply analysis


Step 3 objectives

Step 3: Objectives

  • Objectives are typically related to task, measurable quantity and timeframe.

  • Most e-marketing plans seek to:

    • Increase market share

    • Increase sales revenue

    • Reduce costs

    • Achieve branding goals

    • Improve databases

    • Achieve customer relationship management goals

    • Improve supply chain management


Step 4 e marketing strategies

Step 4: E-Marketing Strategies

  • Marketers craft strategies for the 4 P’s and relationship management to achieve plan objectives.

    • Product strategies

    • Pricing strategies

    • Distribution strategies

    • Marketing communication strategies

    • Relationship management strategies

  • These are referred to as Tier 2 tasks or strategies.


Steps 2 3 and 4 of the e marketing plan

Steps 2, 3, and 4 of the E-Marketing Plan


Step 5 implementation plan

Step 5: Implementation Plan

  • Tactics are used to achieve plan objectives

    • Marketing mix (4 P’s) tactics

    • Relationship management tactics

    • Marketing organization tactics

    • Information-gathering tactics


Step 6 budget

Step 6: Budget

  • The plan must identify the expected return from marketing investments.

    • Revenue forecast

    • Intangible benefits, such as brand equity

    • Cost savings

    • E-Marketing costs

      • Technology

      • Site design

      • Salaries

      • Other site development expenses

      • Marketing communication


Step 7 evaluation plan

Step 7: Evaluation Plan

  • Marketing plan success depends on continuous evaluation.

  • E-marketers must have tracking systems in place to measure results.

  • Use the Balanced Scorecard for e-business

  • Today’s firms are ROI driven.


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