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E-Marketing

Class Presentation 5th April 2008

Group Members     Faraz Akhtar Farrukh Hussain Khan Ahsan Imtaiz Shahzad

Presented to > Mr. Asim Iftikhar, Class Instructor > Class Mates Subject E Commerce, MBA, Institute of Business Management, Karachi

E-Marketing

Class Presentation 5th April 2008

Contents of the Presentation             Overview of Marketing Role of Internet in Marketing E-Marketing The benefits of E-Marketing Components of E-Marketing E-Marketing Mix The E-Market System Types of E-Markets E-Market Techniques Critical Analysis of E-Marketing Future and Challenges of E-Marketing Summary

E-Marketing

Overview of Marketing

Marketing Marketing is an organizational function and a set of processes for creating, communicating, and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders Three main function of Marketing  Facilitation of Transaction and Flow of Information  Provide a legal and Regulatory Framework  Components of E-Marketing

E-Marketing

Role of Internet in Marketing

E-Marketing

Role of Internet in Marketing

The web has the potential to           Projecting an Image Customer Service Channel Relations Purchase and Inventory Management Information gathering and sharing Data base development Mass Customization Advertising and Sales Promotion Selling Multi Channel Marketing

E-Marketing

E-Marketing

E-Marketing Definition Internet marketing, also referred to as online marketing or eMarketing (or e-Marketing), is the marketing of products or services over the Internet. The Internet has brought many unique benefits to marketing including low costs in distributing information and media to a global audience. The interactive nature of Internet marketing, both in terms of instant response and in eliciting response, are unique qualities of the medium.

E-Marketing

E-Marketing in Perspective

Acquisition > Continuously attract quality new prospects to your site at the right time Engagement > Engage the visitor, make them more receptive and promote a response Conversion > Convert online prospects into customers Retention > Engender customer loyalty and extend their lifetime value to your business

E-Marketing

Search Engines: Interesting Facts

> 85% of all searches undertaken online are done via search engines* > 75% of users never look further than page one* > Google uses over 100 different criteria to rank your site > Over 6 million web pages uploaded each day* > 55% of users use search engines with the intention of buying a product* > Indexing takes between 2wks and 6mths depending on the search engine > Only 30% of sites submitted are successful in being indexed

*Source: Georgia Institute of Technology

E-Marketing

The benefits of E-Marketing

Following are the few benefits of E-Marketing           Communicability Focus/tailored approach Information Timeliness Cost efficiencies Dynamism/flexibility Global possibilities Multimedia capabilities Interactivity Sales

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Components of E-Marketing

Following are the Components of E-Marketing          Customers (Buyers): impulsive, patient, analytical Sellers and Products Infrastructure Front end Back end Intermediaries Other business partners Support services Digital products

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E-Marketing Mix

In the Context of the customer oriented Internet marketing or e-marketing Product Price Placement Promotion ___________________________________________________________      Others  People  Process  Physical Evidence

E-Marketing

E-Marketing System

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Types of E-Markets

Few E-Markets are  E Malls  General stores/malls  Specialized stores/malls  Regional versus global store  Pure online organizations versus click-and-mortar stores  E Store Front E Market Place  Private  Sell-side  Buy-side  Public  Consortia

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E-Market Techniques

Some of the well know techniques are  Market Segmentation  Internet Advertising  Register with web directory services  Solicited, targeted email (or Internet Direct Marketing)

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Email Marketing: Considerations

KEY TO SUCCESS – RESPECT THE PEOPLE YOU ARE EMAILING TO

> Benefits of email marketing > Managing the target data > Designing the email > Sending the email > Monitoring the response > Legal issues and considerations

E-Marketing

Email Marketing: Benefits

> Low Cost (approximately 1/10th of Direct Mail) > Speed of delivery and response > Personalised communications > Accountability > Proven to work (CTR of 15% are not uncommon) > Branding; Customer Retention; Cross Selling; Up Selling; > Customer Acquisition

E-Marketing

Email Marketing: Managing the Data

> Rent data > Build own data > Offline vs. online management of data > Profile data in a detailed way > Forms: use radio buttons, drop-downs > Free text cannot be used

E-Marketing > First impressions count

Email Marketing: Designing the Email

> Select your subject title with care > Make the call to action clear > Always offer an incentive > Personalise the email (sender/receiver) > Bear in mind the fold and email without graphics > Avoid overuse of graphics and animation <25kb

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Email Marketing: Designing the Email

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Email Marketing: Sending the Email

> Email clients > Email list vendors > Email bureaus > Timing > Frequency > ISP delays and blocking

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Email Marketing: Monitoring the Response

> Sent > Delivered > Hard and soft bounces > Unique opens > Link Responses > TEXT Click through > HTML click through

> % click of open > Unsubscribe > Time and day of open > Sales, Sales value > ROI > Cleansing data!!

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Email Marketing: Biggest Mistakes

 Not having a contact/targeting strategy  Poor welcome strategy, use of event triggers  Reactivation strategy, unsubscribe follow-up  Not using reminders sufficiently. Integration with direct mails  Not interactive – simply direct mail delivered by email  Not having list quality targets  Number by segment, activity levels  Not enough care over from and subject line  Not building the email around the call-to-action  Not providing sufficient space above the fold  Not effective with images blocked  Not using tracking sufficiently  Not evaluating qualitatively (brand metrics)

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Critical Analysis of E-Marketing

This includes  Advantages of E-Marketing  Increase your ticket sales, membership or attendances  Reduce your costs in terms of spend and staff time  Raise the profile of your organisation  Provide up-to-date and segmented information TO your customers  Provide up-to-date and detailed information about your customers

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Critical Analysis of E-Marketing

This includes  Pitfalls of E-Marketing  Large e-mails will block up mailboxes and irritate customers E-mails customers mails  about events or services which don’t interest your could lead them to sign off your service or ignore your e-

 The people you wish to target may not use the internet  E-marketing is only one weapon  Not setting out clear objectives

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Future of E-Marketing

 The overall impact of the Internet will be enormous, although the emphasis will be more on E-marketing rather than E-commerce  Bricks-and-clicks firms will outperform bricks-and-mortar firms and clicks-only firms  The growth of new high-speed transmission modes will allow more multimedia capabilities to be incorporated into company Web sites Business-to-business E-commerce consumer E-commerce.  will far outstrip business-to-

E-Marketing

Challenges of E-Marketing

            

Consumer resistance to online shopping Customer service System breakdowns Speed of site performance Internet connection costs Legal issues Privacy issues Communicating without spam (unsolicited and unwanted E-mail) Clutter Finding a workable business model Expectations of free services Integrating bricks-and-clicks operations Global issues

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Evaluating your online of Market Place

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Summary

 Internet is a valuable Marketing tool  multifaceted potential marketing roles for the Internet  Internet marketing strategy  Internet is being utilized to enhance marketing strategies  Challenges of using the Internet in marketing and to forecast the future  Not ignoringing the mobile internet

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Email Marketing: Resources

DTI eCommunications Information www.dti.gov.uk/industries/ecommunications Data Protection Act www.informationcommissioner.gov.uk Direct Marketing Association www.dma.org.uk Email Bureau Sources www.ipt-ltd.co.uk www.ecircle-uk.com www.emailvision.co.uk www.responsys.com

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Thank you!

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