emarketing basics
DESCRIPTION
eMarketing basicsTRANSCRIPT
E-MARKETING BASICS
Presented by: Madina Domun (MBA – University of Mauritius)
Contents
Introduction to eMarketing1
Connected marketing process2
Web 2.03
Customer Interface Design4
Online Community5
Social Media6
SEM, SEO, PPC7
Conclusion8
Introduction to eMarketing
Marketing is the adaptive process by which firms collaborate with customers and partners to jointly create, deliver, and sustain value for all stakeholders
(Ref: Prof. Victor)
And e-Marketing is simply marketing done via the internet
e-Marketing allows:
1. Value co-creation with customers2. Global reach: New markets and global
competition3. Traceable and measurable results4. One-to-one marketing5. Better conversion rate6. More interesting campaigns7. Personalization8. 24h marketing at lower cost
Connected Marketing Process
Customer RelationshipRepository
7
Sense value
1
2
6
5
4
3
8
Define value
Realize value
Deliver value
Capture value
Communicate value
Augment value
Sustain value
Web 2.0
RIA (Rich Internet Application)
How do we bring the experiencefrom desktop to browserwhether it is from a graphicalpoint of view or a usabilitypoint of view
Examples: AJAX and Flash
SOA (Service-oriented Architecture)
How Web 2.0 applicationsexpose the functionalityso as other applicationscan leverage andintegrate thefunctionality providing aset of much richerapplications
Social Web
More interactionwith end-userwhereby the end-useris not only a user ofthe application butalso a participant.Examples:Tagging contents, blogging, podcasting, contributing to wiki
Examples: Mash-ups, webservices, RSS, Feeds
Web 2.0 (cont’d)
Web 1.0 v/s Web 2.0
Web 1.0 Web 2.0
Hierarchical informationstructure
User centric
Static web pages Social
One way communicationTwo-way communication:Discussion
Risk averse Publish now
Reactive Proactive
Approval chains Collaborative
Customer Interface Design – 7 C’s
Careful attention should be paid while designing the interface of the website and it should meet the requirements of the 7 c’s in order to deliver value to end-users in terms of interactivity and individuality.
Context: Site’s layout and design
Content: Texts, pictures, sound, videos
Community: user to user interaction
Customization: Ability to self tailor
Connection: Links to other sites
Communication: site-to-user & vice versa
Commerce: Commercial transactions
Online Community
Shared interest
in activity
Shared interest
arising out of
commonality
Shared interest
in information
Online community – A set of interwoven relationships build upon shared interest that satisfy individual needs that would otherwise be unattainable (Ref: Dr Victor)
Online Community (cont’d)
Opened v/s Closed communities
Opened communities Closed communities
Membership policy: Opened to all regardless of individual profile
Membership policy: Members must fit a specific criteria / qualification, outsiders are not allowed
Communities are basically built based on a more general and highly accessible shared interest in some activity, information or same commonality
Example: MSN
Communities are basically extranets or intranets between well known parties and sources
Example: Corporate intranets Transfer of value in a community can be:
user to administrator – subscription fees, …
user to user – relationships , conversations, …
administrator to user – reward points, supervised chats, …
Social media
NetworkAnyone can
connect witheveryone fromanywhere
Example:Facebook
Publish
Everyone canpublish anythingfor everyone
Example: Twitter
Share
Anyone canpromoteanything toeveryone
Example: DIGG
Social media (cont’d)
Traditional media v/s social media
Traditional media Social media
Brand is in control Audience is in control
One way / delivering message Two –way / being part of conversation
Repeating the message Adapting the message
Focused on brand Focused on audience
Educating Influencing and involving
Organization creates content User co-creates content
SEM – Search Engine Marketing
Search Engine Marketing – Improving the position of a website on a particular search engine
Imagine that there are 40 millions websites on the Internet, how would you get visitors to your website, how would you drive traffic to your website?
Search engines are therefore used to find a particular website.
With SEM, your website can be made visible and direct well targeted traffic to your website at a low cost.
SEM – Search Engine Marketing
(cont’d)
SEO – Search Engine Optimization
It defines the fundamental presence your website has on search engines
SEO is all about delivering free traffic to your website
SEO entails revamping your website:
Technical architecture: how well structured your website is for web spiders
Content: How well the contents of your website reflects what the users are searching for
Offsite factors like linking: Directly affects your website position in its community and heavily influences Google ranking
SEO – Search Engine Optimization
(cont’d)
SEO = Improving your profile in the natural listings of a search engine
Eye tracking studies have proven that there is a vast majority concentration on the left hand side (natural listings) of Google search engine.
Over the long term, SEO will deliver bulk traffic to your website on a low cost and low risk basis.
SEO works well with Pay per click
PPC – Pay per click
Pay per click tends to be more tactical as compared to SEO which is rather strategic .
PPC – Completely performance based, that is focus is on what is good about your campaign and identify weaknesses.
For every user click, you pays. With PPC, you see results in days.
Well managed PPC = Reduced cost per acquisition and increased ROI
Conclusion
Internet Marketing = no geographical boundaries + business visibility increases
Internet Marketing = create customer interaction and individuality -> leading to customer satisfaction + customer experience