E-Marketing

Internet

  • Public internet – Marketing (the world)
  • Intranet – IT Dept (company only)
  • Extranet – Marketing / Purchasing (suppliers, customers)

E-business, E-commerce, E-marketing

  • E-business – business activities used digital technology
  • E-commerce – transaction in e-business
  • E-marking - marketing + IT

Internet Marketing

  • Customer acquisition – gain new customers
  • Customer conversion – encourages a customer to take a specific action
  • Customer retention – customers to stay
  • Customer value growth – profit

Web 1.0, 2.0, 3.0

Web 1.0 – read only

  • Negative profits

Web 2.0 - read and write

  • Connect through social media
  • Power shift from sellers to buyers
  • Information transparency - Consumers trust each other
  • Market and media fragmentation

Web 3.0 (Semantic Web) – read and write

  • Real time
  • Mobile and geolocation
  • Semantic
  • Facebook, Instagram (UGC) - User Generated Content

E-marketing Opportunities

  • Cost – lower
  • Time – 24/7 , better conversion rates
  • Interactive – IG campaigns
  • Global reach, easy to spread – UGC, mobile access, social media
    • Threat – opponents can also go through the low barrier
  • Personalization – one-to-one marketing
  • Trackable, measurable results – figures to download

E-marketing Best Practices

  • Personalization
  • Effective-and Cost-Effective-Promotions
    • Email, Search Advertising, Social Networks
    • Can be Tracked, Effectiveness Measured
  • Use of Rich Media (mobile phone)
  • Strategic Partnerships
  • Consumer Involvement, Co- Creation
  • Integration with Offline

7 Step E-marketing Plan (A.P.O.S.I.B.E.)

Strategy Development

Very useful skills to think the strategy.

Situation Analysis

  • PESTEL Analysis (Political, Environmental, Social, Technical, Economical, Legal)

  • SWOT (Strength, Weakness, Opportunity, Threat)

  • Porter’s generic strategies

E-marketing Strategic Planning

  • Segmentation
  • Targeting
  • Differentiation
  • Positioning

Marketing Objectives

  • SMART Analysis (Specific, Measurable, Achievable, Realistic, Time)

E-marketing Strategy

  • Business Models
  • Revenue Streams
  • Web1.0/2.0/3.0
  • 4P Strategies

  • CRM/PRM Strategies

What is CRM and PRM?

CRM - Customer Relationship Management

PRM - Partner Relationship Management

Fuck, my Typora Crushed and lose all my progress :(

nvm I just post my pdf file here then :<

will update again when I got some moods…