CHAPTER 5: The e-Marketing Mix. Creating value…. Learning objectives. Apply the elements of the marketing mix in an online context; evaluate the opportunities that the Internet makes available for varying the marketing mix; define the characteristics of an online brand.
in the value chain?
Figure: The elements of the marketing mix
Branding strategy online
Corporate brand…product brand…service brand…
Websites as brands…
How we see ourselves...
How others see us...
Web sites as BRANDS…
Building brand (Website) loyalty…
1. Migrate traditional brand online.
2. Extend traditional brand: variant.
3. Partner with existing digital brand.
4. Create a new digital brand.
1.A communication channel only.
2.A distribution channel to intermediaries.
3.A direct sales channel to customers.
4.Any combination of the above.
1Advertising (broadcast, print, outdoor)
2Sales promotion (prizes, gifts, contests)
3Personal selling (face-to-face or voice-to-voice)
4Public relations (relationship & communication
with important “publics”)
5 Direct marketing (SPAM, pop-ups, offers)