MKTG 403

Electronic
Marketing
Essentials
D r. M r s . S h e e n a L .
Boateng
University of Ghana
Business School
slboateng@ug.edu.gh
 Introduction and
Foundational Concepts
Session 1

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 Learning Outcomes
By the end of the session, students
should be able to:
1. Appreciate the nature of the course
and the general course
requirements.

2. Define and explain the following

concepts:
• E-business
• E-marketing
• Multichannel marketing

3. Understand the benefits of e-

marketing using the 5S model.
2021
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 Definition of Core
Concepts

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 E-business
• E-business refers to the use of common electronic
data standards with computer automation technology
to electronically interconnect information
systems, integrate internal and external data
streams, and automate business processes
between trading partners in the value chain
(Rodgers et al., 2002).

• It
provides links to customers, suppliers, business
partners, and employees through the Internet,
intranets, and extranets, essentially creating the
ability to run a business online, regardless of
geographic region; a process which includes e-
marketing.
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 • E-marketing involves achieving
marketing objectives through the
application of electronic
communication media, data and
technology.

• Electronic or digital communication

E-marketing
media here include both internet and
non-internet enabled channels,
although internet (online) technology
with its unique properties and
strengths have spearheaded the
evolution and practice of e-
marketing.
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 1. Ubiquity
• The Internet/Web technology is
available everywhere: work,
home, etc., and anytime.
2. Global reach
Characteristics
• The technology reaches across
of the national boundaries, around
Internet the globe.
3. Richness
• Supports video, audio, and
text, graphics.
4. Universal Standard
• Internet provides a universal
standard for communication.
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 5. Interactivity
• The technology enables two-way
user interaction in real time.
6. Information density
• Large amount of information or
varied quality available to all
Characteristics market participants.
of the 7. Personalization/Customization
Internet • Technology permits modification
of messages, goods, services
etc. to suit specific needs.
8. Social technology
• The technology promotes user
content generation and social
networking.
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 • Multichannel marketing occurs
when customer communications
and product distribution are
supported by a combination of
digital and traditional channels
at different points in the buying
cycle or ‘path to purchase’.
Multichannel
(Omnichannel) • These digital and traditional
marketing media channels can be grouped
into three main categories using
the POE model:
1. Paid media
2. Owned media
3. Earned media
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 1. Paid media
• This is marketing using any media
where the promotion is paid for
and placed by the selling
organization. Marketers can show
their ad or brand for a fee.
2. Owned media
Categories of • This is marketing in any media
Media where the product, brand or
organization owns or has control
Channels over that media and/or the
content in it.
3. Earned media
• These are streams in which
consumers, the press, or other
outsiders voluntarily communicate
something about the organization/
brand using different media.
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 The POE Model

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 Benefits of Electronic
Marketing
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 The 5S Model of e-Marketing

• There are many examples

of poor e-marketing, which
may result from unclear
objectives, lack of strategy
or simply lousy execution.

• However, the 5S model

identifies the benefits of e-
marketing, when firms
manage to do it right.

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 Benefit 1 – Sell (Grow sales)
• Goingdigital means growing sales by taking your
products and services online.

• Thisis achieved through wider distribution to

customers you can’t readily service offline or
perhaps through a wider product range than in-store
or lower prices compared to other channels.

• It
is also achieved by using digital tools to reach new
prospects, actively encourage interaction, increase
conversions and engage more actively with potential
customers.
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 Benefit 2 – Serve (Add value)
• TheInternet offers unique customer-service
opportunities.

• Value can be added by giving customers better

quality service at the pre-sale, sale and post-sale
phases.

• Helps to give customers extra benefits online and

utilize the medium to inform product development
through online dialogue and feedback.

• Also,
it helps to be present and responsive to
customers at all times.
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 Benefit 3 – Speak (Get closer to
customers)
• The Internet offers opportunities to communicate and
get closer to customers.

• Firms can create a two-way dialogue through the web,

email forms and polls; conduct online market research
through formal surveys; and informally monitor
conversations to learn about them.

• Understanding their interests, attitudes, and behavior

will allow you to give better responses.

• Further facilitates getting closer and building a strong

relationship with customers through participation.
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 Benefit 4 – Save (Save costs)
• The Internet offers opportunities for cost reduction.

• Workingdigitally helps save money, time and effort,

by automatically reducing physical and operating
costs.

• This
is achieved through online email
communications, sales and service transactions to
reduce staff, print and postage costs.

• Savings also accrue through ‘web self-service’.

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 Benefit 5 – Sizzle (Extend the
brand online)
• The Internet offers new opportunities to build and
trust, recognition, relationship and enhance your
brand by creating quality experiences.

• Achieved through providing a new proposition and

new experience online while at the same time
appearing familiar.

• If the experience you create is effective, the benefits

of engaging with your digital presence will be clear,
resulting in high levels of satisfaction and
recommendations or advocacy.
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5S MODEL
DEMONSTRATION
USING ASOS.COM

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THANK YOU END OF SESSION

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