e-Marketing is the sum of all activities a business conducts through the internet with the purpose of finding, attracting, winning and retaining customers. This presentation breaks out the how Product - Price - Promotion - Positioning combined with People - Processes - Proof make up the full internet marketing strategy.

1. E-Marketing
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2. What is it?
 e-Marketing is the sum of all activities a
business conducts through the internet
with the purpose of finding, attracting,
winning and retaining customers.
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3. What is it?
 The e-Marketing Strategy is based and
built upon the principles that govern the
traditional, offline Marketing…
 Traditional: 4P’s
 Product - Price - Promotion - Positioning
+
 Emarketing: 3 P’s
 People - Processes - Proof
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4. The 3P’s
 The 3 P’s have  The Classic 4 P’s all have
everything to do with one thing in common;
relationships. To win they don’t “connect” you
hearts and minds and with people. They have
build your trusted nothing to do with
network, you should developing, growing, and
begin thinking about how strengthening
to differentiate yourself relationships.
from the competition
using the 3 P’s.
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5. People – Relationship Building
 How the staff of an organization
interacts with customers and other
stakeholders Facebook
 Centers on the relationship, and
how you can best take care of and
serve clients, prospects, and
advocates above and beyond
Your
 With millions of people Website/App/
connecting, sharing, conversing, Technology
commenting, recommending and
reviewing online, your clients and
Pinterest YouTube
connections have the power to
expand your influence in a positive
OR negative way, like never
before.
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6. Processes
 Processes for handling
customer complaints
 Processes for identifying
customer needs and
requirements
 Processes for handling
orders etc
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7. Proof
 Customers’
experience of the
company through the
web site and
associated support.
 Includes issues such
as site ease of use or
navigation, availability
and performance.
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8. Relationship & Transactional
 Relationship Marketing  Transactional Marketing
 Sees the sale as the first  Focuses on getting the
step in the building of a customer to buy a certain
relationship product and walk away.
 It’s all about generating  Luring the customer for a
repeated sales and one off purchase, focuses
customer interactions strongly on price and short
 Brings value to the term benefits and product
customer and assuming performance, with limited
long term performance and service.
service
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9. The Basic Mix
Email
Newsletters
Transactional
Direct
Database
capture
SEM
SMM
Google
Facebook Website
Remarketing
fangating
Call Metrics
SEO
Content
is King
Blogs
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10. Emails and Open Rates
 Newsletters – 36% The primary purpose of an
email newsletter is to build upon the relationship
 Transactional – 51% Conveys information
regarding the action that triggered it. Dropped
basket, order confirmations. Upsell/cross sell
 Direct – 60%+ an email solely to communicate a
promotional message
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11. Like
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