Chapter 12Electronic marketing

Learning objectives

1 Discuss the difference between electronic marketing and Internet marketing

2 Understand how the Internet affects marketing

3 Describe the various forms of electronic marketing

4 Discuss the strategic considerations about electronic marketing

Learning objectives (cont.)

5 Explain how to incorporate electronic marketing into an overall marketing plan

6 Describe the various forms of electronic marketing

7 Discuss several trends and the effects they may have on electronic marketing in the future

Learning objective 1

Define the term marketingDiscuss the difference between electronic marketing and Internet marketing

E-business1

Includes all communications and

transactions with an organisation’s

stakeholders, such as customers,

suppliers, government regulators,

financial institutions, employees

and the public at large.

E-commerce1

The conduct of business

transactions electronically,

which hence has a slightly

narrower focus than

e-business.

E-marketing1

Traditional marketing using electronic methods.

Internet marketing1

One form of e-marketing utilising the Internet

Learning objective 2

Describe four marketing management philosophies.

Understand how the Internet affects marketing

• Find out about products

• Get answers to questions

• Leave messages

• Solve problems

• Make purchases

The new business franchise2

Marketing on the Internet2

• Profiles of preferences

• Email notifications

• Customer service

• Convenient online shopping

Opportunities for customer relationship marketing

Financial implications2

• Competitive advantage

• Reduction in expenses

• Reduced inventory

• Lower financial barriers to entry

Learning objective 3

Describe the various forms of electronic marketing

• Newsletter and discussion list marketing

• Email marketing- spamming- targetted

• Web advertising- banner- sponsored sites- interstitials

• E-tailing

Forms of e-marketing3

Learning objective 4

Discuss the strategic

considerations about

electronic marketing

Factors influencing online buying behaviour

4

• Attitude toward technology

• Income

• Motivation to use technology

Internet buyer categories4

• Early adopters

• ‘Mainstreamers’

• Laggards

Advantages ofelectronic publications

4

• Easier access to worldwide information

• Information content that is more current

• The ability to make complex searches

• Incorporation of multimedia

• Lower publication costs

Basic forms of electronic commerce

4

• Business-to-consumer (B2C)

• Business-to-business (B2B)

Marketing researchthrough the Web

4

• Vast information sources for secondary research

• Better primary research

• Web-based surveys and focus groups

• Information about competitors

Learning objective 5

Explain how to incorporate

electronic marketing into

an overall marketing plan

Elements of an e-marketing plan

5

• The purpose or goal of the e-marketing program

• Target audience of the marketing• The marketing mix• An integrated marketing strategy• Resources needed to execute the plan• Evaluation of the e-marketing

program

Setting e-marketing goals5

• Increase or enhance company exposure

• Improve customer service

• Provide new products or services

• Lower overall costs

• Create one-to-one relationships

Evaluating the outcome5

• Are we reaching the target audience?• Who is actually visiting our website?• Can visitors easily move around our

website?• Are visitors getting what they want

from our website?• Do people want to receive our

messages and are they telling us what they want to know?

Learning objective 6

Describe the various forms of electronic marketing

Learning objective 7

Discuss several trends and

the effects they may have

on electronic marketing in

the future

Trends that may affect Internet marketing

7

• Agile organisation

• Virtual community

• Global village