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Chapter 1

E-marketing

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E-marketing
• Explores the new tools offered by the world of the
internet
• Explores the realm of social media
• Investigates the mindset of the individual who
ventures online
• Scrutinizes the characteristics of the virtual
medium which can be of value to the end
consumer.
• Identifies how companies can leverage the online
world as a media vehicle, for Brand
Communication and proliferation, building brand
and stakeholder relationships and Customer
Relationship Management.
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E-marketing and
Information Technology
• E-marketing is the use of Information Technology in
the processes of creating, communicating, and
delivering value to the customers, and for managing
customer relationships in ways that benefit the
organization and its stakeholders.
• E-marketing is the result of Information Technology
applied to traditional marketing.

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The Changing Marketing
Landscape

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The Era of Big Data

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The Advent of Web 2.0

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Web Based Applications

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Web 2.0 Tools

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Web 2.0 and Business Revolution

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Interaction with Online Customers

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E-Marketing and CRM

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Types of digital marketing

• Television Advertisement (traditional)
• Radio Advertisement (traditional)
• E-mail marketing
• Internet marketing
• Mobile marketing
• Social Media marketing

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Consumer and digital engagement (need)

• Digital convenience
• Customer engagement
• Rate of technology adoption by
consumers
• Rate of adoption of digital
infrastructure
• The era of plugged-in generation Y
• Gen Y and invention of business
models
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Implications of digital change
• The consumer has changed
• The consumer has voice
• The consumer influencer has a
significant role
• Consumer trust other consumers more
than company advertisement
• Companies are interacting digitally
• Companies are using web to interact
• The marketplace is becoming more
competitive
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