UCT eMarketing Chapter 1 Lecture Notes

1. :
BUS3034S &BUS4074S
eMarketing
University of Cape Town
26 July 2011

2. What will I learn this semester?
o The convergence of technology
o Diffusion and innovation of technology
o E-mail marketing
o Online advertising & affiliate marketing
o Search engine optimization
o Search engine marketing & PPC advertising
o Social media & viral marketing
o Online reputation management & WebPR
o Web Analytics & conversion optimization
o Database marketing, direct marketing & eCRM
o The rise of digital journalism
o Mobile marketing

3. Module I:
Introduction to e-Marketing

4. What will I learn today?
o The basics of internet marketing & its components
o A brief history of internet marketing & companies
who revolutionised it
o Explore South African internet marketing context
and the industry as a whole
o Learn about future trends
o Introduction to integrating online marketing into a
holistic marketing strategy

5. Electronic Marketing
The application of marketing principles & techniques via electronic
media the Internet. This course will examine the use of e- marketing
tools & provide you with insights how technology can enable modern
marketing practices to be more efficient and effective.

6. What is Internet Marketing?
Any marketing activity conducted online through
use of internet technologies, its 3 cornerstones
principles being:
" Immediacy: Constant updates, web changes at
blistering pace
" Personalisation: Your audience are individuals,
consumers with rights to service & voice
" Relevance: Be Interesting, relevant, stand out

7. Birth of the Internet
Around 20 years old, 1993 is when businesses started taking an
interest, Tim Berners-Lee, Search Engines launched in 1990s,
2004 birth of concept “Web 2.0”. Mention books to read!!!

8. World Internet Usage
Basis: 2,095,006,005 Internet users on March 31, 2011

9. Marketing as online tool
Early 1990s, online advertising started in 1996, 1st Ad
Hotwired, Google AdWords introduced 2000, now make up
95% of market share, Facebook & other sources (e.g.
Foursquare) have grown exponentially & continue to do so

10. Hotmail links users
Hotmail was the first e-mail provider to recognise links &
peer recommendation as marketing tool

11. Google conquers search
Started in 1998, they became the GATEWAY to the
interwebs … hundreds of millions of times a day

12. In fact, Google receives more
than a billion searches a day!
Comscore Media Metrix

13. Ever wondered how Google became
the FASTEST growing company of
ALL TIME?

14. The Google Story

15. The birth of Social Media
Marketing
Gradual from 2004, meteoric from 2006

16. Growth of Facebook

17. Growth of Twitter

18. Growth of Viral Marketing
Blairwitch project 1st for movie industry, recent viral marketing
campaign successes – elephant birth in Belgium, Old Spice,
Rebecca Black etc.

19. District 9 uses Social Media
Integrated strategy – other social media success stories

20. The Internet Today
Socialising, cooperation, sharing, personal entertainment, attention economy –
space for work & play, digital spend overtook traditional newspaper advertising
spend in 2010
Global Trends
Social Media Marketing, Viral Marketing, Brand as Product

21. Did You Know? … Shift Happens

22. eMarketing in
South Africa
Internet growth – 6.8 million
people vs 2 million 3 years ago
Adspend in SA vs worldwide –
still small, but growing rapidly
Commercial forces
Cultural forces

24. The move towards Online – Why is it so
important?
>> Social Media Marketing, Viral Marketing, Brand as Product

25. The future of eMarketing
The field continues to grow rapidly and will be come the largest and most
important marketing sector in coming years, growth will be driven by new
innovations in technology – e.g. iPad, WII, smartphones etc.

26. Future trends
Consumer control
Always on the move
Rise of Web 3.0
Multiple devices

27. The P’s of
Marketing
4 P’s of Traditional Marketing
5 P’s of Digital Marketing

28. Marketing Technique Comparison
Traditional Marketing e-Marketing
" Physical Office " Website
" Direct Post Mail " E-mail
" Traditional Advertising " Online Advertising
" Surveys, Polls, Research " Web Analytics
" Traditional PR " Web PR
" Word of Mouth " Viral Marketing
" Meet-ups & Events " Social Media

29. Marketing Tactics in Unison
One method can get you lots of customers, the other can get you banned,
even though you think it gets you customers faster – don’t do it!

30. TTFN …Until Friday …