marketing management online marketing 05-02-2010

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Marketing Management Online marketing 05-02-2010

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Page 1: Marketing Management Online marketing 05-02-2010

Marketing Management

Online marketing

05-02-2010

Page 2: Marketing Management Online marketing 05-02-2010

Agenda

Introduction to E-Marketing

The Benefits of Online Marketing

Online Marketing Channels

Role of the Internet

Types of E-Markets

Issues and Opportunities

Disadvantages

Page 3: Marketing Management Online marketing 05-02-2010

Introduction to E-Marketing E-Marketing is the application of a broad range of information

technologies in marketing functions, to achieve the following

Transform marketing strategies to create more customer value through more effective segmentation, targeting, differentiation and positioning strategies

More efficient planning and execution of conception, distribution, promotion, and pricing of goods and services and ideas

Create exchanges that satisfy individual consumer and business customer’s needs and wants

Page 4: Marketing Management Online marketing 05-02-2010

Online MarketingOnline Marketing Online Marketing is conducted through interactive online computer systems, Online Marketing is conducted through interactive online computer systems,

which link consumers with sellers electronically.which link consumers with sellers electronically.

Two types of Online Marketing Channels:Two types of Online Marketing Channels:

Commercial Online Services offer online information and marketing services to subscribers who pay a monthly fee.

The Internet (the Net) is the vast global and public web of computer networks.

The explosion of Internet usage has created a new world of The explosion of Internet usage has created a new world of electronic electronic commercecommerce, a term that refers to the buying and selling process supported by , a term that refers to the buying and selling process supported by electronic means.electronic means.

Page 5: Marketing Management Online marketing 05-02-2010

The Benefits of Online MarketingThe Benefits of Online Marketing

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Page 6: Marketing Management Online marketing 05-02-2010

Online Marketing ChannelsOnline Marketing Channels

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Page 7: Marketing Management Online marketing 05-02-2010

Role of the Internet The internet is a global network of interconnected networks.

This includes millions of corporate, government, organizational and private networks forming the World wide web (WWW).

Internet consists of computers with data, users who can send and receive the data files and a technology infrastructure to move, create and view or listen to the content.

The three important types of network that forms the part of internet are

Intranet Extranet Web

Page 8: Marketing Management Online marketing 05-02-2010

Impact of Internet in Modern Marketing

Power shift from sellers to buyers

Death if distance

Time compression

Knowledge management

Interdisciplinary focus

Intellectual capital rules

Page 9: Marketing Management Online marketing 05-02-2010

Types of E-Markets

B2B – Business to Business

B2C – Business to Customer

C2C – Customer to Customer

Page 10: Marketing Management Online marketing 05-02-2010

Different types of Internet sites

Company / brand sites

Service sites

Selling sites

Information sites

Page 11: Marketing Management Online marketing 05-02-2010

Importance of Information in Marketing

Better products

Better prices

Better distribution

Better promotion

Better Implementation

Page 12: Marketing Management Online marketing 05-02-2010

The Impact of Internet on Markets

Control of Interactions

More and better Information

Customized products

Fewer fixed price

Restructured channels

Buyer communication

Page 13: Marketing Management Online marketing 05-02-2010

Issues and Opportunities

Information quality and quantity

Customer service

Security and Privacy

International Markets

Page 14: Marketing Management Online marketing 05-02-2010

Four main functions of Internet in Marketing

Communication

E-Commerce

Entertainment

Information

Page 15: Marketing Management Online marketing 05-02-2010

Communication

E-Mail

Instant messaging

Chat rooms

Online communities

Page 16: Marketing Management Online marketing 05-02-2010

E-Commerce

Online auctions

B2B

B2C

Page 17: Marketing Management Online marketing 05-02-2010

Entertainment

Online games

Online Radio

E- Books

Page 18: Marketing Management Online marketing 05-02-2010

Information

Search engines

Online publications

Web communities

Electronic bulletin boards

Page 19: Marketing Management Online marketing 05-02-2010

Disadvantages

The online marketing is not free. The cost of software, hardware, web site design, maintenance of site, online distribution costs and time, all must be factored into the cost of providing the service or product.

Internet is still regarded as a source of information gathering.

Many people prefer the live interaction when they buy.

Page 20: Marketing Management Online marketing 05-02-2010

Disadvantages

There is a lot of competition for your product already out there. By the time your visitor finds you, they have already been clicking many links. Unless they can find what they are looking for quickly, they are gone.

There is not replacement for good old fashioned customer service. The majority of internet marketers lack customer service and inquiry response programs.

Page 21: Marketing Management Online marketing 05-02-2010

Overview

Introduction to E-Marketing

The Benefits of Online Marketing

Online Marketing Channels

Role of the Internet

Types of E-Markets

Issues and Opportunities

Disadvantages