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Internet Marketing: Rahul Singh MBA
Internet Marketing: Rahul Singh MBA
RAHUL SINGH
MBA
Extranets
connect a company with its suppliers, distributors, and outside partners.
Internet
connects users around the world.
More specific than e-business. Involves buying and selling processes supported by electronic means, primarily the Internet. Includes:
e-marketing e-purchasing (e-procurement)
The marketing side of e-commerce. Includes efforts to communicate about, promote, and sell products and services over the Internet. E-purchasing is the buying side of e-commerce.
It consists of companies purchasing goods.
Benefits to Buyers
Convenience. Buying is easy and private. Provides greater product access and selection.
E-Marketing Domains
Most major B2B marketers offer online product information, purchasing, and support. Open trading exchanges:
huge specialty e-marketspaces to conduct transactions.
More private trading exchanges are being developed for B2B transactions.
Occurs on the Web and includes a wide range of products and services.
Auction sites such as eBay offer marketplaces to buy or exchange goods. Blogs and forums facilitate information interchanges.
Blog: online journals where people post thoughts on a narrowly defined topic. Forums: discussion groups located on commercial online services.
Consumers can search out sellers, view offers, initiate purchases, and give feedback.
Example: on priceline.com, one can bid for airline tickets, hotel rooms, etc., and decide whether to accept company offers.
Click-Only Companies
Poor research or planning. Relied on spin and hype instead of marketing strategies. Spent too heavily on brand identities. Devoted too much effort to acquiring new customers instead of building loyalty.
Click-and-Mortar Companies
Established firms initially resisted adding Web sites because of channel conflict and cannibalization concerns. Risk of online competition forced firms to become click-and-mortar companies. Most are now doing better than click-only companies because of:
Trusted brand names and more resources Large customer bases More knowledge and experience Good relationships with suppliers Can offer customers more options
Online Marketing
Corporate Web Site: Designed to build customer goodwill and supplement other sales channels.
Offers information to customers.
Builds closer customer relationships. Generates excitement about the company.
Marketing Web Site: Engages consumers in an interaction that moves them closer to a direct purchase or other marketing outcome.
May include catalogs, shopping tips, promotional features, and more.
Online Ads
Forms of online advertising:
Banner ads: Tickers (move across the screen) Skyscrapers (tall, skinny ads at the side of a page) Rectangles (boxes that are larger than a banner) Interstitials (pop up OR pop under between changes on Web site) Search-related ads (contextual advertising) Rich media ads (incorporate animation, video, sound, and interactivity).
Online Promotion
Alliances and affiliate programs (work with firms to promote each other)
Viral marketing (Internet version of word-of-mouth)
E-mail:
Use of enriched e-mail messages. Backlash against spam can be problem. Allow people to opt-out of promotions.
Online privacy Online security Internet fraud Segmentation and discrimination Access by vulnerable or unauthorized groups
THANKS
RAHUL SINGH BHADORIA
rahu0076@gmail.com MBA AMITY UNIVERSITY GWALIOR (M.P)