Joel Reedy and Shauna Schullo

1
Chapter 7

• The Tools of Electronic Marketing Resources

2
The Electronic of Commerce

• The reach for most marketers has shifted from
  outward to inward, from mass communications to
  markets of one, such as individual purchasers
• The power of the e-communications is the strong
  link between the vendor and the customer because
  of the benefits of speed, accuracy, convenience,
  interactivity

3
The Electronic of Commerce

• The focus on EMR will broaden the marketers use
  for communications, segmentation, or memory
  enhancements of customer preferences, some
  including
• Interactive kiosks
• Beepers and pagers
• Optical scanners
• Telephones with messaging windows
• Smart cards with memory chips
• Videography
• CD-ROMs

4
The Data Warehouse and Enterprise Reporting

• Marketers use a transient medium of communication
• The Web the next paradigm for distribution of
  marketing communications
• The Web is a truly interactive way of captivating
  the audience

5
The Data Warehouse and Enterprise Reporting

• The Web is a new component of data processing
• The ability for instantaneous, massive volumes of
  incoming and outgoing data
• Including e-mail addresses
• Your machine or computer
• Length of time on the site
• Mouse clicks can record marketing data
• Most recent session is then compared to other
  information already taken from other visits on
  the Web

6
E-mail, a hardworking Messenger

• E-mail has become the most prevalent
  communications tool for exchanging messages at
  the local, national or international scope
• Low-to-no cost e-mail providers
• E-mail is a low-cost messaging system that is
  very flexible for reaching individuals groups,
  and company-wide audiences and networks

7
E-mail, a hardworking Messenger

• External communications such as links to
  customers, business partners, and prospects
• The lists can be private
• Messages are posted to the site without
  supervision
• E-mail can be anonymous
• E-mail is a quick response

8
The Internets Interconnections

• The Internets Origins
• Began as a government defense project in late
  60s
• Governments goal was to prevent interruption of
  communications links in case of nuclear war or
  natural disasters
• System was turned over to National Science
  Foundation (NSF) for use by the research and
  educational constituencies
• The Mosaic browser was developed at the
  University of Illinois, and now is represented by
  versions of Netscape and Internet Explorer

9
The Wonders of the World Wide Web

• Relatively new marketing and communications
  resource, introduced to the public in 1991
• Advent of color monitors, faster modems, sound
  cards with speakers heightened the skills and
  expertise of Web designers
• Since the mid-90s, partial Web sites have come
  alive with motion and sound as well as more
  sophisticated colors and graphics
• Improved information retrieval includes
  integrating a site search engine

10
The Wonders of the World Wide Web

• The advantages and disadvantages of a Web
  presence
• Flexibility in design
• Updated as often as the marketer wishes
• Flexibility in interaction with customer or
  prospect
• Initial cost and time management are substantial
• The global commerce control is attracted since
  the emergence of free market economies around the
  world

11
The Growing of the Internet

• The Internet culture blossoms
• The informal rules of Netiquette develop among
  users
• The spread of interface and icon usage brings
  together technology and culture elements to
  demonstrate how these graphical representations
  have earned place at home and work

12
The EM Tools Robot Shopping Agents

• Comparisons of prices from site to site can
  ensure the lowest expenditures for the consumer
• Shopbots are becoming convenience to the
  consumer, but possibly an inconvenience or
  sale-robbing threat to e-merchant
• Beware that not all sites will participate with
  shopping bots

13
The Extended Memory of CD-ROMs

• Finding more applications for aluminum-coated
  disks than just for playing music
• Speed is important to marketers as well as
  multimedia capabilities
• CD-ROMs have become a transfer medium for software

14
The Benefits of Database and other Software
Marketing Tools

• Improving corporate memory has been the goal of
  database management applications for years
• Small firms might use Microsoft Access as their
  database application for minimal customer or
  inventory records
• Large companies might use powerful database
  packages such as Oracle products
• There is a database management tool to fit each
  situation

15
The Benefits of Database and other Software
Marketing Tools

• Resources to consider
• Hire an in-house software developer
• Engage an outside software development company
• Front-end and back-end application devices used
  together build database systems
• Front-end systems provide the client with a
  method to input data, probably in marketing or
  IT/IS/MIS departments
• Back-end systems are repositories for the data
  wherever the server is located
• Front-end/back-end combination act as the
  back-end to send or retrieve the data

16
Communications members

• Communications are graduating to surface
  specialized audiences, no longer used for
  addressing mass audiences
• Consumer or business prospect databases can be
  found to meet most e-marketing campaigns

17
Communications members

• An Intranet, a private access communications
  network, designed most frequently for employees
  within a corporation
• Addresses issues of interest to the companys
  constituencies
• Repository for work-in-progress or for accessing
  files off-site or for employees working off-site
• Intranet can contain much information including
  company notices, work schedules, and even
  classified ad offerings
• The Intranet can be a source of pride for the
  staff

18
Communications members

• The Extranet is a private access communications
  network that includes linkage to selected
  external suppliers and clients
• This outside-the-company network helps to
  coordinate projects that are distant in geography
  or include people that are infrequently involved
  in the in project

19
Software Working Hand-in-Hand

• Rapid communications are vital to the responses
  and success of management
• Provides a competitive advantage that can be
  derived from more powerful and reliable pools

20
Reporting and Planning Systems

• Business management requires clear and concise
  decision-making and frequent reporting project
  status, called Enterprise Resource Planning (ERP)
• For comprehension, reports have become more
  visual in the last few years
• Software systems must be able to an access,
  analyze, and develop accurate assessments for
  strategic decisions
• Resulting data must be easy to read and
  understand
• Large projects with horizons of many years
  benefit from planning applications to set
  deadlines, and milestone points and overlap, and
  down times.

21
Optical Scanners

• Spreading into new and varied service industries,
  manufacturing, in the medical industry, in the
  aircraft industry, in lumbering for measurement
  purposes
• Electronic tools save many hours in pricing and
  counting inventory, coupons or contest entries
• Optical scanners often dispense coupons as
  customer attraction tactic
• Scanners assist marketers to increase performance
  by tracking results of promotions, by counting
  units sold, by checking competitive prices, by
  verifying identities, or by assisting in hundreds
  of other marketing tasks

22
Fax-back Systems

• The Facsimile has been reborn to serve to
  distribute information, with systems delivering
  more than a one-to-one transmission
• Fax broadcasting sends messages to lists of
  telephone contacts
• Fax-back systems can provide field sales
  personnel extensive information from a central
  office many miles away

23
Web Portal Sites

• A Web super site the portal is the entry point
  that offers a broad array of resources and
  services such as e-mail, forums, search engines,
  news postings, personal Web pages, and online
  shopping malls
• America Online (AOL) is the largest and most
  successful portal in history as a one-stop
  service to access the best on the Web
• Marketers might look at advertising exposure on
  several portal sites as he would analyze
  programming on different television networks

24
Web Portal Sites

• One with special interest content such as
  gardening or babies
• One more heavily laden with resources such as
  personalized news, choice of e-mail options, free
  Web pages to users and smarter search engines
• Portals developing to cater to ethnic, gender, or
  lifestyle interests

25
The Limitations of Electronic Marketing Resources

• With every improvement, there is a trade-off,
  usually price
• Cost benefit analyses are conducted as a starting
  point to determine if the cost of the proposed
  new marketing system can save money over the
  current system
• Investigating options in scalable software and
  hardware or other high tech equipment for future
  growth
• Systems are becoming more and more complex

26
The Limitations of Electronic Marketing Resources

• Resourceful companies spend handsomely on
  training to retain their best employees
• A negative factor is the low penetration of the
  Web into American households
• General lack of faith in financial transactions
  over the Web
• Acceptance of electronic commerce is varied
  according to the industry

27
The Limitations of Electronic Marketing Resources

• For international marketers, obstacles could be
  the limitations in language, laws, and currency,
  with possible cultural differences in the
  exchange process
• Marketers must clearly communicate their
  electronic resources needs to suppliers so that
  the proper trilogy--software and hardware
  systems, budgeting and proper timing-- is
  attained.

28
The Problems with the Web Site

• The most commonly experienced Web access problem
  is that of taking too long to download pages
• The growing problem of broken links or dead Web
  pages
• Questionable or offensive content on the Web
• What equipment does the user have to own to
  access various Web sites?
• The Web also has caused an impact in customer
  service capabilities