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CHAPTER 4

E-MARKETING

Definition of Marketing

American Marketing Association - AMA, 2007

Marketing is the activity, set of institutions, and
processes for creating, communicating, delivering, and
exchanging offerings that have value for customers,
clients, partners, and society at large.

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Chapter 4: E-Marketing

1 Overview of E-Marketing

2 E-marketing Process

3 Online Marketing Communication Tools

1. Overview of E-Marketing

1.1. Definition of E-marketing

1.2. E-marketing features

1.3. E-marketing techniques

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1.1. Definition of E-marketing

E-marketing takes the marketing

principles and techniques and
applies them through electronic
means and telecommunications
networks.

Other names

• Internet marketing
• Online marketing
• Digital marketing
• Electronic marketing

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1.2. E-marketing features

• Ubiquity • Richness
• Global reach • Information density
• Universal standards • Personalization/ Customization
• Interactivity • Social technology

8 UNIQUE FEATURES OF E-COMMERCE MARKETING

Geographic limits and time limits on marketing have

ubiquity
been reduced. (marketplace -> marketspace)

Worldwide customer service and marketing

global reach communications have been enabled.

The cost of delivering marketing messages and receiving

universal standards feedback from users is reduced.

Consumers can be engaged in a dialog, dynamically

adjusting the experience to the consumer, and making
Interactivity the consumer a co-producer of the goods and services
being sold.

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8 UNIQUE FEATURES OF E-COMMERCE MARKETING

richness Video, audio and text marketing messages can be

integrated into a single marketing message.

“Data mining”Internet technology permits the analysis

info density of consumer data everyday for marketing purposes.

This feature potentially enables product and service

personalization differentiation down to the level of the individual, thus
strengthening the ability of marketers to create brands.

User-generated content and social networking sites,

social technology along with blogs, have created new, large, online
audiences where the content is provided by users.

1.3. E-marketing Techniques

• Advertising Networks
• Permission Marketing
• Affiliate Marketing
• Viral Marketing
• Search Engine Marketing
• Blog Marketing
• Social Network Marketing

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1.3. E-marketing Techniques

Advertising Networks:
Specialized marketing firms
that present users with
banner advertisements
based on a database of user
behavioral data.

1.3. E-marketing Techniques

Permission Marketing:
Marketing strategy in which companies obtain
permission from consumers before sending them
information or promotional messages.
• Agree to receive: opt-in
• Deny to receive: opt-out

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1.3. E-marketing Techniques

Affiliate Marketing:
One website agrees to
pay another website a
commission for new
business opportunities it
refers to the site.

1.3. E-marketing Techniques

Viral Marketing:
The process of getting customers to pass along a
company’s marketing message to friends, family
and colleagues.

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1.3. E-marketing Techniques

Search Engine Marketing:
Search Marketing is a tactic used to gain online presence
and traffic via paid and unpaid strategies on search
engines such as Google, Bing, and Yahoo.

1.3. E-marketing Techniques

SEO tips:
1. Optimize your page titles and meta descriptions

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1.3. E-marketing Techniques

SEO tips:
2. Create SEO friendly URLS

1.3. E-marketing Techniques

SEO tips:
3. Add a breadcrumb menu to your internal pages

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1.3. E-marketing Techniques

SEO tips:
4. Add internal links to your content

1.3. E-marketing Techniques

SEO tips:
5. Use headings and formatting options to make your
pages easier to read

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1.3. E-marketing Techniques

SEO tips:
6. Customize your 404 page

1.3. E-marketing Techniques

SEO tips:
7. Optimize your images
8. Improve your page speed
9. Get backlinks from other websites
10. Make sure that your website is mobile friendly
11. Create an XML sitemap and a User sitemap
12. Improve the quality of your content
13. Update your website with fresh content
14. Check for broken links
15. Use Google webmaster tools and analytics

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1.3. E-marketing Techniques

Blog Marketing:
Blogs, like ordinary websites,
can be used to display both
branding ads not geared towards
sales, as well as advertising
aimed at making sales.

1.3. E-marketing Techniques

Social Network Marketing:

Social Network marketing is based on the idea
that consumers will tend to buy what their
friends buy and recommend.

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2. E-marketing Process

2.1. Online tools for Market research

2.2. Online consumer behavior

2.3. Online market segmentation and targetting

2.1. Online tools for Market research

• Primary information

• Secondary information

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2.1. Online tools for Market research

• Primary information

• Secondary information

Secondary information

1. Trade Points
http://www.wtpfed.org
2. Commodity exchange
http://www.cme.com (Chicago),
http://www.euronext.com (Euro),
www.tocom.or.jp (Tokyo),
www.nymex.com (New York)

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Secondary information

3. Directory
http://www.intracen.org (ITC),
www.europages.com (Europe Business)
https://www.euromonitor.com/ (Global market research
reporting and Business intelligence consulting)

Secondary information

4. Other websites
Association of Southeast Asian Nations: http://www.aseansec.org
Socioeconomic Committee Asia-Pacific: http://unescap.org
European economic and social Committee: http://europa.eu.int
In the Middle East and South Africa: http://www.comesa.int

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Primary information

• Personal interview

• Group interview

• Survey and investigation

• Observation

• Testing

2.1. Online tools for Market research

+ Time
✓ Advantages
+ Place

✓ Disadvantages + Information

+ Cost

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2.1. Online tools for Market research

✓ Advantages + Time

+ Information
✓ Disadvantages
+ Technology

2.2. Online consumer behavior

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2.2. Online consumer behavior

2.2. Online consumer behavior

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2.3. Online market segmentation and targeting

8 MAJOR TYPES

Behavioral Segmenting on the basis of behavior in the market place

Using registration data or other self-revelations to

Demographic
segment (age, religion...)

Websites visited can substitute for direct measurement

Psychographic
(interests, values, life-style...)

Using information gathered by a shopping technology

Technical
as a basis for segmentation (domain, connection type...)
Using the context of an event, or the content of an
Contextual
event, as a basis for segmentation.
Using consumer’s explicity expressed interest at this
Search
moment to segment and target.

Based on customer behavior

viewers

Consumer

seekers shoppers

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Based on customer behavior

Simplifier

Sporter Surfer

Consumer

Rountiner Bargainer

Connector

3. Online Marketing Communications Tools

3.1. Online Advertising

(banner, pop-up, video ads, SEO, sponsorship...)

3.2. Email Marketing

3.3. Online catalogs

3.4. Social Marketing

3.5. Mobile Marketing

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3.1. Online Advertising

• Display Ads
• Video Ads
• Search Engine Advertising
• Sponsorships

Display Ads

Banner Ad: displays a promotional message in a

rectangular box at the top or bottom (left or right
hand) of a computer screen

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Display Ads

Pop-up Ads: are those banners and buttons that

appear on the screen without the user calling for
them.

Display Ads

Pop-under Ad: one type

of pop-up ad that opens
underneath a user’s active
browser window and does
not appear until the user
closes the active window.

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Rich Media/Video Ads

Video Ads: are ads employing Flash, dynamic

HTML, Java and streaming audio and/or video:
• Interstitial Ad
• Superstitial Ad

Rich Media/Video Ads

Interstitial ad: is a way

of placing a full-page
message between the
current and destination
pages of a user.

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Rich Media/Video Ads

Superstitial ad: is a rich media ad that is pre-

loaded into a browser’s cache and does not play
until fully loaded and the user clicks to another
page.

Search Engine Advertising

Types of Search Engine Marketing:

• Keyword paid inclusion and rank (organic
search)
• Advertising keyword
• Search engine based advertising networks

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Search Engine Advertising

Organic search: inclusion and ranking of

sites depend on a more or less unbiased
application of a set of rules imposed by the
search engine.

Search Engine Advertising

Keyword advertising: merchants purchase

keywords through a bidding process at search
sites, and whenever a consumer searches for
that word, their advertisement shows up
somewhere on the page.

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Search Engine Advertising

Network keyword advertising: network of

publishers accepts ads placed by search engine
(like Google) on their websites, and receive a
fee for any click-throughs from those ads.

Sponsorship

Sponsorship: is a paid effort to tie an

advertiser’s name to information, an event, or
a venue in a way that reinforces its brand in a
positive yet not overtly commercial maner.

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3.2. Email Marketing

Direct email marketing messages: are sent to

an “opt-in” audience of Internet users who, at
one time or another, expresses an interest in
receiving messages from the advertiser.

3.2. Email-marketing

• Cost savings;
• Right target customers;
• Content personalization;
• Most used channel from customer in a day
• Active time;
• Allowed to spread in the form of forward;
• Instant message delivery, large volume of
distribution.

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3.2. Email-marketing

There are four principal types of marketing emails, which include:

• Promotional emails: Promotional emails advertise a company’s products
or services, often by promoting sales, discounts, seasonal events, company
events, and so on.
• Product update emails: These emails inform customers about new or
updated products.
• Digital newsletters: Digital newsletters are regularly sent to a company’s
email list to inform customers of company or industry updates by providing
interesting articles or relevant news.
• Transactional emails: These emails are typically triggered by a customer
action. For example, if a customer buys a product, they may receive a
confirmation email or a follow-up email that asks for their feedback.

3.3. Online catalog

Online catalog: is the equivalent of a paper-based catalog.

• Full-page spread: is to use large photos to display one
or two products;
• Grid display: multiple products are shown in very small
postage-stamp photos.

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3.4. Social Marketing

Social Marketing: is advertising which adopts a many-
to-many model as opposed to a one-to-many model of
traditional advertising, where a central broadcaster
sends the same message to millions of people. (blog,
social network and game advertising)

3.5. Mobile marketing

Benefits

Methods

Spam

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Mobile marketing benefits

✓ The high ability to reach target customers;

✓ This is a fast and powerful marketing tool.

Mobile marketing tools

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Mobile marketing
Source: Decree 90/2008/ND-CP dated 13/8/2008
Paid media incorporates
any marketing that you
can’t execute for free.
This can include
traditional advertising –
think print, radio and
TV ads, or billboards.
Online, it includes
social media ads, ads on
search engine results
pages, and display ads
on websites.
2023/4/20
Management of spam
✓ Opt-in model (only sent
when the recipient accepts
to receive);
✓ Opt-out model (sent
until the recipient refuses)
Media
Owned media refers to Earned media isn’t a
marketing content you term you hear too often,
own – content you can but it’s important: it
publish for free. It involves any content
includes content you where other people are
publish on your website talking about you. This
and blog posts and your includes influencers, PR,
social media channels reviews of your product
(not including your or business, or simply
social ads). It also fans and advocates who
includes email share your content on
marketing. their own or through
social sharing tools.
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Media

Paid media is content you pay to place in front of an audience as an ad or

sponsorship, while owned and earned are free. Owned media is content you
create and control, like your Facebook page or your website, while earned
media is content others create about you, like reviews or Instagram posts.

REPORT ON EMAILS RECEIVED

Emails are opened Emails are only

and read all read partially

Subject Subject
Group
and email Your reasons and email Your reasons
number
address address

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