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Online marketing global market

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Online marketing global market

  1. 1. Online Mktg – Global Market© Ramakrishna Kongalla,Assistant ProfessorIndian Institute of Tourism & Travel Management(An Organization of Ministry of Tourism, Govt. of India)Rtist @ Tourism
  2. 2. Global Market• The Internet truly flattens the world.• Opportunity to marketers with an international component totheir businesses or a desire to do business globally.• Global marketing becomes an inexpensive reality.• The primary place for business to be done on the Internet is, theWorld Wide Web.• The e-commerce associated with it• Multiple-language versions of their Web sites.• Internet translation tools are available that make this easier todo.• Web sites to accept and fulfill orders online from customersworldwide.Rtist @ Tourism
  3. 3. • Expanding markets and territories. Marketing no longerhas to artificially stop at a countrys borders.• Developing global marketing partnerships. Internetmarketing makes joint ventures attractive and easy toimplement.• Providing worldwide customer service. In an era thatemphasizes customer service, a marketer can now usethe Internet as the foundation for 24-hours-a-day, 365-days-a-year customer supportRtist @ Tourism
  4. 4. I. Global E-MarketingA. Capitalizing on changes– 1. Users from other countries speaking languagesother than English increasingly dominate theInternet– 2. The Web’s content and language became morediversified– 3. A country’s e-readiness profile influencedmarketing strategy and tactics– 4. E-marketers must differentiate betweenindustrialized nations and emerging economiesRtist @ Tourism
  5. 5. B. Global Markets– 1. Worldwide Internet usage more than doubledbetween 2000-2004– 2. Middle East saw Internet use grow over 200% in fouryears– 3. Asia has the most Internet users at over 243 million– 4. American has the highest Internet penetration rate atalmost 70%C. Emerging Economies– 1. High levels of economic development (developed)– 2. Emerging economiesRtist @ Tourism
  6. 6. D. Importance of Information Technology– 1. In economic development• a. Information technology opens up new, exciting, global markets• b. The Internet can jump-start many national economies• c. Allows for instant access to a global marketplace– 2. Unique challenges• a. Slow connection speeds• b. High costs of domestic phone calls• c. ISP costs• d. Privacy concerns• e. Censorship• f. Navigation difficulties• g. Taxes• h. Lack of content in one’s own language• i. Lack of local content• j. Limited credit card use• k. Lack of secure online payment methods• l. Unexpected power failuresRtist @ Tourism
  7. 7. II. Country and Market Opportunity Analysis– An e-marketing plan guides the marketer through theprocess of identifying and analyzing potential markets.Market differences and market similarities must bemeasured and compared to determine strengths andweaknesses.A. Market similarity– 1. Marketers will choose foreign markets that have similarcharacteristics• a. Literacy rates• b. High Internet usage rates• c. Clearly defined market segments willing to shop• d. Credit card usage rate– 2. Parallel target market decision• a. Citizens living abroad• b. Using alternative methods of payment.Rtist @ Tourism
  8. 8. B. Credit Card Conundrum– 1. Convenience and ease of transactions on theInternet• a. Credit cards and secure online payments are seamless andeasy• b. Some countries are cash based– 2. Considerations and alternatives• a. Limited credit card use can severely restrict a targetmarket’s purchasing ability• b. Marketer’s need to know how many credit cards are incirculation• c. Marketer’s need to understand consumer attitudes towardcredit card purchasesRtist @ Tourism
  9. 9. C. E-Commerce Payment– 1. E-marketers faced the challenges of limited creditcard use and consumer skepticism.– 2. Customers did not think shopping online was ―fun– 3. Customers did not ―trust online brands– 4. Firms reassured customers concerning onlinesecurity– 5. Alternative payments were accepted• a. Bank transfers• b. Cash on delivery• c. Postal orders• d. e - Bank debit cards specifically created for online buyingRtist @ Tourism
  10. 10. III. Technological Readiness Influences MarketingSolving credit card payment issues was only one of several marketing challenges inemerging economies. The following are several other issues that must be addressed.• A. Computes and Telephones– 1. Computers• a. Historically and predominately, Internet connection is with adesktop PC and dial up ISP• b. Emerging economy countries do not have many privatelyowned computers• c. Creates opportunities for local, small business entrepreneurs– 2. Telephone – Internet connection• a. Telephone services can be very expensive in emergingeconomies• b. Many emerging economy countries have moretelevisions, radios, motorcycles and telephonesRtist @ Tourism
  11. 11. B. Internet Connection Costs– 1. If an emerging economy customer has a telephone, chances are theInternet connections costs are extremely high.– 2. Many customers in emerging economies have cell phones, but not landlinesC. Connection Speeds and Web Design: Broadband’s Influence– 1. E-marketer’s must analyze the relationship between Web site designand customer’s connection speeds.• a. Many feel the dial-up era is quickly coming to an end• b. Online companies with a diverse customer base must keep their Web sitessimple– 2. E-marketer’s must understand how connection speeds influencedownload rates– 3. E-marketer’s and graphic designers must differentiate between what―can‖ be done and what ―should‖ be done.• D. Electricity Problems – sporadic electricity poses a specific challengefor e-marketers. Internet based business cannot complete transactionif customer’s have no electricity.Rtist @ Tourism
  12. 12. IV. Wireless Internet AccessA. Countries with emerging economies are often marketleaders in cellular technology– 1. The rapid growth of cell phone– 2. Explain why, by reviewing the story about Cambodia’s civil warB. Cell phone technology is relatively inexpensive and effectiveC. Challenges e-marketers face– 1. How to modify existing Web site content for smaller screens– 2. How to resolve potentially cumbersome text entry with tinykeypads– 3. How to develop new content that consumers will want– 4. How to price services– 5. How to develop easy, secure payment methodsRtist @ Tourism
  13. 13. V. The Digital DivideIn addition to the technical challenges they must overcome, e-marketershave to consider the social environment in which their e-business operate.A. Least Developed Countries (LDC)– 1. Those countries with the world’s poorest economies– 2. Economically underdevelopedB. Dual Economy – haves and have-nots– 1. All emerging economies have upper and middle incomecitizens– 2. Two completely different economies exist side by side inan LDCRtist @ Tourism
  14. 14. C. Digital divide– 1. This phenomenon is called the digital divide– 2. ―That between countries and between differentgroups of people within countries, there is a widedivision between those who have real access toinformation and communications technology and areusing it effectively, and those who don’t‖ –www.bridges.org– 3. 15% of the world’s population make us 88% of allInternet users– 4. The World Wide Web is not really worldwideD. India and its ScenarioRtist @ Tourism
  15. 15. Thank You…!!!©Ramakrishna Kongallae-mail: artist.ramakrishna@gmail.comRtist @ Tourism