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E-Marketing and Advertising Chapter 11 E-Marketing The internet represents one component of an overall marketing strategy E-marketing is the utilization of the internet and electronic technologies to assist in the creation, implementation and evaluation of a marketing strategy Related to CRM

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e marketing and advertising

E-Marketing and Advertising

Chapter 11

©2003 Pearson Education Canada Inc.

e marketing
E-Marketing
  • The internet represents one component of an overall marketing strategy
  • E-marketing is the utilization of the internet and electronic technologies to assist in the creation, implementation and evaluation of a marketing strategy
  • Related to CRM

©2003 Pearson Education Canada Inc.

strategy creation
Strategy Creation
  • SWOT analysis
    • Strengths, weaknesses, opportunities and threats
  • SWOT can help to identify areas of focus
  • Processes include:
    • Online research,
    • User behavior analysis
    • Advertising planning

©2003 Pearson Education Canada Inc.

online research
Online Research
  • Secondary data
    • Not developed specifically for the task at hand, but may be useful in decision making
    • Reliability is key
  • Primary data
    • Information that is gathered to help make a specific decision
    • More expensive

©2003 Pearson Education Canada Inc.

user behavior analysis
User Behavior Analysis
  • Understanding user behavior allows businesses to create marketing and advertising that users will find useful
  • Online behavior includes:
    • Search methods
    • Types of internet usage
    • Shopping patterns
    • E-mail usage

©2003 Pearson Education Canada Inc.

data collection methods
Data Collection Methods
  • Surveys
  • Experiments
  • Focus groups
  • Observation
  • Market segmentation

©2003 Pearson Education Canada Inc.

implementation
Implementation
  • The internet’s flexibility allows businesses to move from implementation back to strategy
  • Components of an online strategy
    • Website design
    • Online advertising
    • Affiliate programs
    • Promotions
    • Partnerships
    • Public relations
    • pricing

©2003 Pearson Education Canada Inc.

website design
Website Design
  • Brochureware phase
    • Online version of printed brochures
  • Interactive phase
    • E-commerce abilities
  • Personalization phase
    • Improves chances of making a sale
    • Can improve relationship with customer

©2003 Pearson Education Canada Inc.

domain names
Domain Names
  • Good to have a domain name that is close to the company name
  • The company may have to register more than one name
  • cybersquatting

©2003 Pearson Education Canada Inc.

search engines
Search Engines
  • In order to be found of the web it is critical that a web site be registered with a search engine

©2003 Pearson Education Canada Inc.

affiliate programs
Affiliate Programs
  • Delivery of customers to a site results in compensation
    • The affiliate receives compensation if a user purchases a product and the referral address is on the affiliate’s site

©2003 Pearson Education Canada Inc.

partnerships
Partnerships
  • Create increased traffic or target specific products and services
    • Toys “R” Us using Amazon’s e-commerce capabilities

©2003 Pearson Education Canada Inc.

promotions
Promotions
  • Coupons, discounts, contests, points programs and free trials are all easily employed over the web
    • E-mail that offers discounts
    • Offers cash for referrals

©2003 Pearson Education Canada Inc.

public relations
Public Relations
  • Creating goodwill or positive company image
  • Encouraging employees to write articles that are published on the web
    • Portrays an image of excellence
    • Usually links back to the company website
    • May lead to improved brand image, website traffic and sales

©2003 Pearson Education Canada Inc.

pricing
Pricing
  • The internet allows companies to:
    • Quickly change prices
    • Offer products to customers at different prices
      • Multichannel pricing

©2003 Pearson Education Canada Inc.

online advertising
Online Advertising
  • Advertising methods online include:
    • Banners
    • Interstitials
    • Superstitials
    • Interactive tools
    • E-mail
    • Multimedia

©2003 Pearson Education Canada Inc.

banners
Banners
  • Graphical images that include interactive applications
    • Attract users to click through to another website or sections of the current website
      • Effectiveness is difficult to measure
      • Brand recognition
      • Often use bartering arrangements

©2003 Pearson Education Canada Inc.

interstitials
Interstitials
  • Pop-up boxes known as “daughter windows”
  • One has to pay attention to the window in order to close it

©2003 Pearson Education Canada Inc.

superstitials
Superstitials
  • Advertisements which load in a web browser when it is idle
    • Launches as a daughter window and shows as a TV style ad when user requests a new page

©2003 Pearson Education Canada Inc.

interactive tools
Interactive Tools
  • Marketers can carry out targeted marketing and branding in several formats

©2003 Pearson Education Canada Inc.

e mail
E-Mail
  • E-mail is an important aspect of online marketing, but can be overused
    • Important not to be viewed as spam
    • Users must agree to receiving the mail

©2003 Pearson Education Canada Inc.

multimedia
Multimedia
  • Animation, sound and interactivity on a webpage can make it more appealing to users
    • Must take dial-up users into account

©2003 Pearson Education Canada Inc.

marketing strategies
Marketing Strategies
  • Strengthen brand name
  • Increase net traffic
  • Build customer loyalty
  • Encourage repeat purchases
  • Relationship to offline?

©2003 Pearson Education Canada Inc.

evaluation
Evaluation
  • Advertising success will vary depending on the industry
  • Some metrics that could be used:
    • Banner click through rates
    • View-to-buy ratios
    • Pricing effectiveness measures
    • Market share
    • Revenue growth

©2003 Pearson Education Canada Inc.

convergence of technologies
Convergence of Technologies
  • Advertising campaigns must be evaluated for their success across numerous mediums
    • PCs
    • PDAs
    • Cell phones
    • Web TV

©2003 Pearson Education Canada Inc.