Electronic

Marketing
Channels
Ilagan, Kristine Kaye A.
Gison, Milan Christopher
Marasigan, Guia Kyla Marielle S.​
Electronic Marketing Channel

Electronic marketing channels, also known

as digital marketing channels, refer to the
various online platforms and tools used by
businesses to promote their products or
services to their target audience.

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 Computers

Technology
Internet

Internet has Impact on Design & Management

of Marketing Channels

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 CHANNELS
• Social Media
• Email
• Mobile Application
• Websites

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Social Media - enable companies to engage with their
audience, share content, and promote their products or
services.
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Email - highly effective marketing channel that allows
businesses to send targeted messages directly to their
customers' inboxes.
Mobile Application - a popular tool used by businesses to
promote their products or services and connect with their
target audience.
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Websites - it is a primary online presence that can be used to
showcase products and provide information
 Each channel offers unique opportunities to reach and
engage with target audiences in different ways.

The effectiveness of electronic marketing channels

depends on various factors such as the target audience,
the business's goals, the marketing budget, and the
messaging strategy.

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 Structure of Electronic Marketing Channels

1. Disintermediation
versus
reintermediation
Three
Key
Phenomena 2. Information flow
versus
product flow

3. Virtual channel
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structure versus
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 Structure of Electronic Marketing Channels

•Intermediaries become superfluous because producers gain

Disintermediation exposure to vast numbers of customers in cyberspace
•Example given: Dell Computer Corp

•Shifting, changing, or adding middlemen to the channel

Reintermediation •Ex: Amazon.com, Auto-By-Tel Corp.

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 Disintermediation vs. Reintermediation

DISINTERMEDIATION REINTERMEDIATION

No matter how technologically Efficiency in the

sophisticated the Internet performance of distribution
becomes or how much it is tasks is what ultimately
hyped, the laws of economics determines what form
as they relate to channel
structure do not change. = channel structure will take.

The Internet has not eliminated

middlemen, or caused total
disintermediation.

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Internet Limits
Product Flow

• Cannot be digitized
• Processed slowly, often by people
• Is basis for all other flows—
negotiation, ownership, information, &
promotion
Development and Trends

Electronic marketing channels have seen

significant development and trends in recent
years due to the increasing importance of
digital marketing.

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Development and Trends
Key developments and trends in electronic marketing
channels
• Mobile Optimization
• Personalization
• Video Marketing
• Social Media
• Influencer Marketing

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Mobile Optimization - with the rise of mobile devices, electronic
marketing channels have shifted towards mobile optimization. This means
that websites, emails, and advertisements are designed to be mobile-
friendly
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Personalization - it become a significant trend in electronic marketing
channels, as businesses try to tailor their messages and offerings to
individual customers.
Video Marketing - businesses try to create engaging content
that captures customers' attention.

Social Media - a key electronic marketing channel, with

Click icon to add picture
businesses using platforms such as Facebook, Instagram, and
Twitter to engage with customers and promote their products or
services.
Influencer Marketing - become a popular trend in electronic
marketing channels, with businesses partnering with influencers
to promote their products or services to their followers.
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 Advantages and Disadvantages

•Global scope and reach

•Convenience or rapid transaction processing

Advantages •Information processing efficiency and flexibility

•Data-based management and relationship capabilities

•Lower sales and distribution costs

•Lack of contact with actual products and delayed possession

•Fulfillment logistics not at internet speed or efficiency

Disadvantages •Clutter, confusion, and cumbersomeness of internet

•Nonpurchase motives for shopping not addressed

•Security concerns of customers

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 Implications
• Objectives and strategies of the firm and electronic
marketing channels
• Role of electronic marketing channels in the marketing
mix
• Channel design and electronic marketing channels
• Channel member selection and electronic marketing
channels
• Channel management and electronic marketing channels
• Evaluation and electronic marketing channels

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Objectives & Strategies of
the Firm
Role of distribution more complex
because
of electronic marketing channels
= to level the playing field
Channel manager must consider
whether
Internet-based channels
fundamentally affect
the firm’s decision about the
priority
given to distribution
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Implication
The Marketing Mix
The Internet arms large
numbers of customers with more
information about products &
services
The fourth P, place (distribution),
may assume a
larger role relative to the other
three variables for
more & more firms
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Channel Design
The channel manager of retailers,
industrial, and B2B markets
should provide “channel-surfing”
consumers with whatever
channels or combinations of
channels they desire
=
A facet of the development
of an
effective multichannel
marketing strategy
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 Implication

Channel Member Selection Channel Management

Complexity grows as channel Multichannel challenge of

member selection may include the conventional and
need to avoid conflict with electronic channels
conventional channel members =
= The fundamental issues of
motivating channel members,
The need to select members building cooperation, managing
carefully conflict, & coordinating elements
of the marketing mix requires
manager’s full attention

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Implication
Evaluation
Likely to change Unlikely to change

Specific criteria for Performance expectations,

performing evaluations & criteria, & measurement of
technological means for how well they are being met
doing so by channel members

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