E-marketing is the result of information technology applied to traditional marketing.

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3. 3
1. Background.
2. E- Marketing , E- Business , E-
Commerce .
3. Internet Marketing .
4. Internet properties & Marketing
implications .
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4. BACKGROUND
 The term "marketing" is derived from
the word "market" which refers to a
group of sellers and buyers that co-
operate to exchange goods and
services.
 The modern concept of marketing
evolved during and after the industrial
revolution in the 19th and 20th
centuries.
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5. The American Marketing Association:
The process of planning and executing
the conception, pricing, promotion and
distribution of ideas, goods, and services
to create exchanges that satisfy
individual and organizational objectives.
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6. The Chartered Institute of Marketing:
The management process responsible
for identifying, anticipating and
satisfying customer requirements
profitably.
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7. Satisfying needs and wants through an
exchange process
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8. 1. Marketing
Promotes
Product
Awareness to the
Public
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9. 2. Marketing
Helps Boost
Product Sales
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10. 3. Marketing Builds
Company
Reputation
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11. 1. Online Marketing
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12. 2. Offline Marketing05/02/15 12

13. 3. Word of Mouth Marketing05/02/15 13

14. E-Marketing is the application of a broad range
of information technologies for :
1.Transforming marketing strategies to create
more customer value (more effective
segmentation, targeting, differentiation, and
positioning strategies).
2.More efficiently planning and executing the
conception, distribution, promotion and
pricing of goods, services, and ideas.
3.Creating exchanges that satisfy individual
consumer and organizational customers’
objectives.05/02/15 14

15. –Alternative definition:
E-marketing is the result of information technology
applied to traditional marketing.
–E-marketing affects traditional
marketing in two ways:
• Increases efficiency in traditional marketing
functions,
• The technology of e-marketing transforms many
marketing strategies.
⇒Results: new business models that add
customer value and/or increase company
profitability.05/02/15 15

16. What Is E-Business?
– E-business “is the continuous optimization of a
firm’s business activities through digital
technology”
– Digital technologies = information technology
are things like computers and the Internet, that
allow the storage and transmission of data in
digital formats (1’s and 0’s)
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17. 05/02/15
E-Business, E-Commerce, and
E-Marketing
• E-business is the continuous optimization of
a firm’s business activities through digital
technology.
• E-commerce is the subset of e-business
focused on transactions.
• E-marketing is one part of an organization’s
e-business activities.
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18. Important e-business benefits according
to U.S. top executives:
1. Building better quality customer
relationships.
2. Finding more business partners
and other development
opportunities.
3. Building better brand visibility.05/02/15 18

19. There is Hope After the Trough of Disillusion
Source: Adapted from Raskino and Andren of Gartner Research (2001)
Technology Peak of Trough of Slope of Plateau of
Trigger Inflated Disillusion Enlightnment Profitability
Expectation
1990-1996 1999 2000 2001 2002 2003 2004 2005 2006
Equity times Debt Times Positive Cash Flow
Visibility
Dot-com
peak
U.S.
Recesssion
E-Business
becomes “just
business”
E-Marketing in Context: Where does e-marketing fit into this picture?
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20. The GooGle sTory
shows:
• Markets always welcome an
innovative new product providing
customer value.
• Customers trust good brands.
• Well-crafted marketing mix
strategies can be effective in
helping newcomers enter
crowded markets.
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21. Key quesTions for
corporaTions
1. How to use information technology
profitably ?
1. How to understand what technology means
for their business strategies?
2. How time-tested concepts by marketers can
be enhanced by the Internet, databases,
wireless mobile devices, and other
technologies?
3. What’s next after the rapid growth of the
Internet and the dot-com bubble has
marketers wondering ?
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22. 05/02/15
The web is one aspecT
of e-MarKeTinG
E-mail
Internet
UPC Scanner
PDA
Cell Phone
Web
PC
Television
Refrigerator
Database
Automobile
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23. whaT is The inTerneT?
The Internet is a global network of
interconnected networks:
- Millions of corporate, government,
organizational, and private networks,
- The Internet consists of computers with
data, users who send and receive the
data files, and a technology infrastructure
to move, create, and view or listen to the
content.
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24. Three important types of networks form part of
the Internet:
 inTraneT = A network running internally in a
corporation + using Internet standards (HTML and
browsers) = a mini-Internet but only for internal
corporate consumption . (Hypertext Markup Languge)
 exTraneT = An intranet with value chain
partners + the access is normally only partial,
 web = The portion of the Internet that supports a
graphical user interface for hypertext navigation
with a browser (Netscape / Internet Explorer). The
Web is what most people think about when they
think of the Internet.
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whaT is The inTerneT?

25. iT’s biGGer Than The
inTerneT
E- marketing reaches far beyond the Web:
– Many e-marketing technologies exist
= Customer relationship management, supply
chain management, and electronic data
interchange arrangements predating the
Web.
– Non-Web Internet services such as e-mail
and newsgroups
= Effective avenues for marketing.
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26. The Internet holds more than one
Web:
– The Web that most users access from PCs .
– Subsets of the Web with content specially
formatted for the unique display properties :
1. Web TV.
2. Personal digital assistants.
3. Cell phones.
4. Text-only browsers.
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iT’s biGGer Than The
inTerneT

27. • Offline electronic data-collection
devices such as bar code scanners.
• Portion of the Web containing high-
bandwidth content for users who
have either cable modems or digital
subscriber loop (DSL) connections.
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iT’s biGGer Than The
inTerneT

28. Internet ProPertIes andInternet ProPertIes and
MarketIng IMPlIcatIonsMarketIng IMPlIcatIons
1. Marketers who grasp what Internet technologies can do will
be better poised to capitalize on information technology.
2. Internet properties:
 Create opportunities beyond those possible with the
telephone, television, postal mail, or other
communication media,
 More effective and efficient marketing strategy + tactical
implementation + change the way marketing is
conducted.
• E.g. The idea of digitizing data (bits not atoms) has
transformed media and software delivery methods +
created a new transaction channel.05/02/15 28

29. 3. Internet technologies have changed
traditional marketing in a number of
critical ways.
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Internet ProPertIes andInternet ProPertIes and
MarketIng IMPlIcatIonsMarketIng IMPlIcatIons

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32. 05/02/15
e-MarketIng today
1. Power shift from sellers to buyers .
2. Marketing fragmentation: mass market to
one customer .
3. Death of distance .
4. Time compression .
5. Knowledge/database management is key.
6. Marketing and technology : an
interdisciplinary focus .
7. Intellectual capital is important resource .
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33. ANY
QUERIES…..?
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