E-Marketing. Chapter 8, p. 415 - 449. Trine & Maiken. Disposition. The '6 Is' of e-marketing Marketing Mix - the 4 Ps of product Online branding - The importance of branding online. The '6 Is' of e-marketing. Interactivity Intelligence Individualization Integration
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Chapter 8, p. 415 - 449
Trine & Maiken
"Recognizing the differences between internet and other media is important to achieve success in channel promotion and channel satisfaction and lead to positive channel outcomes and profitability." p. 415
"[...] Interactivity is a key characteristic of the Internet which enables companies to communicate with customers in a new way." p. 415
The internet collects marketing research
The customers perception of products and services
Every click is beeing recorded
The products are tailored to the individual
Consider integration of media - how to complement different channels to get customers
Changing channels during the buying process; 'mixed-mode buying' (switching between online/offline)
Disintermediation, reintermediation and countermediation when developing e-marketing strategy
"How do our offerings compare to those of competitors in terms of
features, benefits and price? "
The Internet makes it possible to sell to a country without a local
sales or customer service force
The physical shops will still be necessary for some products
The marketing mix is applied frequently when developing marketing strategies
It provides a simple framework for varying different elements of the product offering to influence the demand for products within target markets
There are many alternatives for varying the Product
new digital products = information products - delivered over the web
Some companies only offer a subset of products online
Alternatively, a company may have a fuller catalogue available online
using the Internet to vary the extended product is most practic
_ Customer lists
_ Customer comments
_ Money-back offers
_ Customer service (see People, Process and Physical evidence)
_ Incorporating tools to help users during their use of the product.
Refers to an organization's pricing policies, used to define pricing models and to set prices for products.
It's about setting the right price!
For example, to set the price you need to know how many that are demanding for the product.
There is a lot to consider, when defining prices
- The Internet has the greatest implications for Place = global reach
- Issues of trust - most products are still sourced locally
- Apple iTunes
has proved successful in offering this service worldwide.
- Promotion is usually part of a communications strategy
- Selection of target markets, positioning and integration of different communications tools
Specify the communications techniques required for different stages of the buying process
How the Internet can supplement the range of promotional activities such as advertising, sales promotions, PR and direct marketing.
What is a brand?
"It is the sum of the characteristics of a product or service perceived by a user." (p. 434)
People thinks of branding as the logo - it's dependent on a customer's psychological affinity for a product
Credible brand generates customer value by:
- Reducing perceived risk
- Reducing information search costs
- Creating a favourable, trustworthy perception of the organization Erdem et al (2002)
A method by which the internet can change branding is that online:
"the first-hand experience of the brand is a more powerful token of trust than the perception of the brand". Jevons and Gabbot (2000)
- Online the customer can interact with the brand