E-Marketing Is Bigger than Technology -Database marketing – Amount of time to answer

customer e-mail
• Individuals: The internet provides individual
users with convenient and continuous
access to information, entertainment,
networking, and communication.
• Communities form around shared photos
(Flickr), videos (YouTube), and individual or
company profiles (Facebook).
• Businesses: The digital environment
enhances processes and activities for
businesses.
• Societies and economies are enhanced
through more efficient markets, more jobs,
information access, communication
globalization, and more.
Web 2.0
-Enterprise resource planning (ERP)
– Number of updates per
-Mass customization day
-Crowdsourcing The Balanced Scorecard: Learning and Growth Perspectives
• The learning and growth perspective
-Freemium
scorecard includes human resources,
product innovation and continuous
-Location-based marketing
improvement of marketing processes.
Enterprise-Level
– Number of new service
E-Business Models
products to market
• E-commerce refers to online transactions:
– Number of customer
selling goods and services on the internet.
complaints and fixes
• Social commerce uses social media to
– Number of conversions
facilitate online sales.
from online leads

• Web 2.0 technologies connect people with
each other through social media, which
have created opportunities and challenges
for marketers.
– Power shift from sellers to
buyers.
• Direct distribution is when manufacturers
The Balanced Scorecard: Financial Perspectives
sell directly to consumers.
• The financial perspective scorecard includes
• Content sponsorship is a form of e-
ways to measure financial goals such as
commerce in which companies sell
sales, profits and return on investment
advertising on their Web pages, YouTube
(ROI), including:
videos, or other online media.

– Sales growth and market

– Consumers trust each • A portal is a point of entry to the internet
share.
other more than that combines diverse content from many
companies. sources.
– Average order value.

– Market and media
fragmentation.
– Online connections are
critical.
– Everyone is a content
producer.
– Information transparency.
– Social commerce.
• Social network sites are those that bring
users together to share interests and – Individual customer profit.
personal or professional profiles.
Marketing Plan Objectives
• Online brokers are intermediaries who
assist in the purchase negotiations without • An objective in an e-marketing plan may
actually representing either buyers or include the following aspects:
sellers.
– Task (what is to be
• Manufacturer’s agents represent more than accomplished).
one seller.
– Measurable quantity (how
• Purchasing agents represent buyers. much).

The Future: Web 3.0

The Balanced Scorecard – Time frame (by when).

• Sir Tim Berners-Lee, coinventor of the World

• The Balanced Scorecard provides a • Most e-marketing plans have multiple
Wide Web, has been working on technology
framework for understanding e-marketing objectives:
to organize online data for greater user
metrics.
convenience, i.e., the semantic Web.
– Increase market share.
• The Balanced Scorecard provides 4
– Users can easily find
perspectives. – Increase the number of
information based on its
type. comments left on a blog.
– Customer perspective

• The value of the semantic Web is – Increase positive

information on demand. – Internal perspective comments .

• Experts believe the semantic Web will – Learning and growth – Increase sales revenue.
become a reality over the next decade. perspective
– Reduce costs.
Activity-Level E-Business Models – Financial perspective
– Achieve branding goals.
1. Online purchasing The Balanced Scorecard: Customer Perspective
– Increase database size.
2. Order processing • The customer perspective scorecard
includes ways to measure goals such as – Achieve customer
customer satisfaction, engagement and relationship management
3. E-mail
retention. goals.

4. Content publishing
– Loyalty and satisfaction – Improve supply chain
measures may include management.
5. Business intelligence (BI) percentage of visitors who
return to site, time
Wireless internet Access:
6. Online advertising and public relations (PR) between visits, and
Mobile Phones
shopping cart
7. Online sales promotions abandonment.
• In 2012, over half of the world’s population
had at least one handset (4.3B users).
8. Pricing strategies – Customer engagement
could include the number
of comments, photos or • Challenges of wireless e-marketing:
9. Social media communication
videos posted.
– Modification of content
10. Search marketing for small screens
The Balanced Scorecard: Internal Perspectives

Business Process-Level – Text entry using tiny

• The Internal perspective includes ways to
E-Business Models keypads
measure goals related to the quality of
online services and measures for the entire
-Customer relationship management (CRM) supply chain. – Content development

-Knowledge management – Number of customers who – Pricing and secure

use service payments
-Supply chain management
– Number of complaints in • E-marketers must also understand that
-Community building social media mobile consumer behavior differs from
desktop or laptop consumer behavior.
-Affiliate programs