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E - Marketing: Introduction To E Marketing Meaning & Scope What Is Internet?
E - Marketing: Introduction To E Marketing Meaning & Scope What Is Internet?
Session 1
Introduction to E Marketing; Meaning & Scope What is Internet?
Introduction
Marketing companies are concerned with
Efficient and Effective technology Changes in the market due to technological innovations Impact of technology on future changes
E Business E Commerce
E Marketing
Internet
Its the global network of interconnected networks where web pages are shared, where people send & receive data, and carry out online transactions.
Three technical roles 1. Content providers (info, entertainment, etc) 2. Users 3. Technology Infrastructure to move, create, and view/listen to content
Types of Networks
Intranet : Use internet standards but restricted to only internal users of a firm. Extranet: Two or more proprietary networks that are joined together for sharing information. 2 intranets = 1 extranet. Web: Its the portion of the internet that supports a graphical user interface for hypertext navigation with a browser.
Session 2
Evolution and future of E Marketing &its relation to Internet
Evolution of E Marketing
1990s Dot-com gold rush 2000 to 2002 Dot-com burst (500 firms closed) Adopted by all companies E-Marketing today
Session 3
Challenges
Low percentage of computer penetration Internet connectivity Low percentage of surfers entering into online transactions Credit cards Cyber security Cyber crime Loss of personal touch in shopping Legal issues (Trade mark, Domain name, Copyright, Jurisdiction issues, etc.) Mistaken purchases or auctions
Opportunities
Internationally more than 33% of surfers buy online E Marketing reduces prices Huge potential for growth (70% rural population) E Intermediaries Affordable computers and internet connectivity Desire of the customers Cheaper technology
E Strategic Planning
Strategic planning is the managerial process of developing and maintaining a viable fit between the organizations objectives, skills and resources and its changing market opportunities Kotler
Goals of a Strategy
Growth
Competitive position (Industry leader, Price leader, Cost leader, Quality leader, etc.) Geographic scope Others like presence in number of industries, range of products, core competencies to be developed, etc.
Important Rationale
Strategic justification Operational justification Technical justification Financial justification
Session 4
Business Models
Its a method by which the organization sustains itself in the long term and includes its value proposition for partners and customers as well as its revenue systems It describes a set of business entities and interrelationships among them. The model describes the sources of revenue and potential benefits accruing to the involved business participants
E Business Models
Activity level E Business Models (increases efficiency, reduces costs & low risk)
Online purchasing Order processing E mail Content publisher Business Intelligence Online advertising Online sales promotion Pricing strategies
Enterprise level E Business Models [Most business process are fully automated]
E commerce (direct selling, content sponsorship) Portal Online brokers Manufacturers agents Purchasing agents (buyers cooperative) Virtual mall Pure Play E Business Models
Performance Metrics
These are measures designed to evaluate the effectiveness and efficiency of an organizations operations or its strategic effectiveness
Metrics for Innovation and Learning Perspectives Human resource development, product innovations, constant innovation in marketing processes, improvements in CRM, etc. Metrics for Financial Perspective Potential sales forecast, estimate expenditure, give time projections for breaking even, ROI, Net profit, etc.
Session 5
Session 6 & 7
Overview of E Marketing Plan, Creating an E Marketing Plan & Seven step E Marketing Plan
E Marketing Plan
Its the process of identifying how to use IT to enhance revenues, increase market share and to reduce costs Its the process of identifying sustainable competitive advantage derived out of digital technology How to enhance efficiency and effectiveness by using digital technology in the marketing planning process
Others
Increase market shares Increase sales revenue Reduced costs Increased brand awareness Better database Better CRM Improve Supply Chain Management
Step 6 - Budget
Revenue forecast Intangible benefits Cost savings E Marketing costs
Technology costs Site design costs Salaries Other site related costs Marketing communication costs Mischellaneous
Session 8
Session 9
Internet users characteristics and behavior & E Marketing environment
E Marketing Environment
Market differences Market similarity Credit cards and Secure online payment system Computers and Communication (in India around 1% own a computer) Internet costs Connection speed
Better web designs because of broad band Electricity Wireless internet access The digital divide in developing countries Government policies
Session 10
Certain ethics may contradict each other Each specialized group have their own code of ethics Helpful to communicate both internally as well as externally