ebusiness - PowerPoint PPT Presentation

About This Presentation
Title:

ebusiness

Description:

information – PowerPoint PPT presentation

Number of Views:65
Slides: 44
Provided by: esha95
Category:
Tags:

less

Transcript and Presenter's Notes

Title: ebusiness


1
Internet the marketing mix
  • Applied e-Business e-Marketing
  • Level 5

2
Originally there were the 4 Ps Product, Place,
Price Promotion Today ?
  • E-Marketing Strategies
  • FIVE Ss
  • The Mix modified EIGHT Ps!
  • FIVE Is
  • Internet and the Marketing Mix
  • Branding
  • eMarketing and marketing communication
  • Kiren and Blogging
  • Student Blog of choice
  • Snapchat

3
Figure 4.4 The SOSTAC planning framework
applied to digital Internet marketing strategy
development Source Chaffey and Smith (2008)
4
SOSTAC
  • Situation Analysis means where are we now?
  • Objectives means where do we want to be? Why
    bother going online, what are the benefits, what
    is the purpose of going to all of this effort?
  • Strategy means how do we get there? Strategy
    summarises how to fulfil the objectives
  • what segments and positioning should drive the
    overall marketing mix and the promotional mix?

5
What is (E) Marketing
  • The management process responsible for
    identifying, anticipating and satisfying customer
    needs profitably
  • Profitably could be efficiency and
    effectiveness in the Not-for-Profit sector

6
Identify customer needs
  • From comments, enquiries, requests, complaints
    via email, social media, reviews
  • Sales patterns
  • Data mining (a process to extract information
    from databases and transform it into an
    understandable information)
  • Web analytics what people are viewing and
    searching for and buying
  • Research
  • Primary online surveys
  • Secondary Mintel, Gov reports, academic
    journals, previous research etc.
  • Customer Relationship Marketing (CRM)

7
CRM
  • The concept is widely used by many organisations
    as a way of understanding their customers in
    terms of
  • What the want, how they want it, when they want
    it, how much do they want to pay, how to pay for
    it?
  • Customers buying behaviour when and how they
    buy, how they make purchasing decisions, their
    perceptions of the brand, the product, how loyal
    are they.
  • Its about having insight of the above and also
    how to build closer and better relationships with
    customers so as the business can develop in a way
    that pleases customers which will help retain
    customers and improve satisfaction and brand
    loyalty.
  • How can e-marketing help CRM?

8
Satisfy customer needs
  • Prompt responses
  • Most orders come with instant confirmation email
  • Order status / tracking
  • Can require different postal method
  • Punctual convenient deliveries
  • Delivery slots/phone calls
  • Reminders
  • After sales- important?
  • Dialogue with Permission

9
Internet ObjectivesA Mnemonic FIVE Ss
  • What you are hoping to achieve via internet usage
  • Sell a Sales tool Grow sales
  • Wider distribution promotion Long Tail
  • Serve a Customer Service tool Add value
  • Extra benefits (increase time on site)
  • Speak a Communications tool
  • Get closer to your customers dialogue (e.g.
    mobile compatible information)
  • Save Cost reduction
  • And so increase profits
  • Sizzle a Brand building tool
  • Extend the brand (e.g. launch a new landing page)

10
How to do it wrong
  • Customer acquisition
  • Aim at wrong audience
  • Unclear marketing message
  • First impressions
  • Slow page loading
  • Poor look and feel of the site / page
  • Poor site navigation
  • Missing facilities

11
  • Product selection
  • Awkward selection
  • Pricing not competitive
  • Order process lengthy or difficult
  • Delivery costs unclear until near end of
    transaction
  • Payment and fulfilment
  • Card errors
  • Security concerns
  • No e-mail confirmation
  • Or even delayed- most consumers expect instant
    email confirmation
  • Delivery not as promised
  • Most large companies have good websites- although
    mistakes are made

12
Figure 4.7 A generic Internet-specific SWOT
analysis showing typical opportunitiesand
threats presented by the Internet
13
Figure 4.12 Using the Internet to support
different organisational growth strategies
14
First S - Sell
  • What and to whom
  • Ansoff matrix again (see next slide)
  • Market Penetration existing products and
    markets increase share risk
  • Market Development - existing products to new
    markets geographic or segmentation risk
  • Product Development new products to existing
    markets product range Amazon risk
  • Diversification new products to new markets
    risk

15
Second S - Serve
  • Add Value
  • Free stuff
  • Videos/help guides
  • Downloadable pdf guides
  • Trip Advisor
  • Pre-, During, and Post- Sale

16
Third S - Speak
  • Communications
  • On-line PR Social media
  • Mass growth in use of
  • Facebook for businesses
  • Search Engine Marketing (SEM)
  • Interactivity
  • Opt-in (permission) e-mail
  • Viral marketing
  • Next slide

17
Examples of Viral Marketing
  • http//www.youtube.com/watch?NR1vJ5FVvw1yuTEfe
    atureendscreen
  • http//www.youtube.com/watch?vowGykVbfgUE

18
Fourth S - Save
  • Cost reduction
  • Critical to the business case
  • Print post savings
  • Go green
  • Reducing bricks
  • Move from high street to online
  • disintermediation
  • Change distribution tactics to cut out the middle
    man

19
Fifth S - Sizzle
  • Brand building
  • Quality of the experience
  • http//www.madametussauds.com/London/
  • Image
  • Social media
  • Blogs
  • http//www.blogs.marriott.com/

20
The Marketing Mix
  • The classic mix the 4Ps
  • The extended service mix the 7Ps
  • And now the 8Ps
  • Product
  • Price
  • Place
  • Promotion
  • People
  • Processes
  • Physical evidence
  • Partnerships (Chaffey Smith, 2008)

21
The Marketing Mix
22
Figure 5.1 The elements of the marketing mix
23
The 5Is
  • For interactive marketing (Peppers Rogers,
    1997)
  • Identification know your customer
  • Individualisation treat customers individually
  • Interaction - dialogue
  • Integration whole company value chain
  • Integrity trust permission marketing
  • Complement the Ps
  • The Is define what you want to do, and the Ps are
    the variables controlled by the marketer

24
Product
  • Versions
  • Physical, virtual (information goods), service
    products
  • Variations
  • The Long Tail

25
Price
  • Price pressures
  • Reduce company overheads i.e. staffing, store
    costs. Online prices can be cheaper
  • Commoditisation
  • Price transparency
  • Strategic pricing. Technology allows prices to be
    tracked and changed almost instantly (e.g. yield
    management of low cost carriers)
  • The price package basic, discounts, delivery,
    guarantees warranties
  • Online discounts, loyalty discounts and
    promotions
  • Hidden delivery charges
  • Comparison sites/auction sites

26
Place
  • Expand/reduce distribution channels promoting
    your product/service.
  • Considering impact on customer service quality
  • Chain of distribution often changes. Lends itself
    to direct selling can still involve a
    wholesaler and retailer i.e. Travel Supermarket
  • Appearing on other websites, e-newsletters,
    forums/blogs - be visible in different places/
    reach different target markets. Search Engine
    Rankings

27
Keywords
  • Example of good SEO practice
  • Keywords
  • Meta tags
  • Whether you plan to use Adwords or rely on
    Organic search, you must start with Keywords

28
Search Engine Optimisation
  • Do your keyword research.
  • Select 3 - 5 phrases to optimize each page
    against.
  • Write unique, compelling titles for each page.
  • Focus on unique content that adds value to users
    and incorporates sound SEO copywriting
    techniques.
  • Ensure site architecture and design do not
    prohibit thorough search engine crawling.
  • Build high-quality, in-bound links.

29
SEO and page titles
  • Title tag and meta tag give info about content of
    website
  • Should be specific/relevant focus on USP
  • Not too long however

30
Keywords
  • Ask customers
  • Use your own ideas
  • But there are tools to help
  • Google Adwords Keyword Tool http//bit.ly/G_KWToo
    l
  • Google Insights for Searchhttp//bit.ly/G_Insight
    s
  • Google Trendshttp//www.google.com/trends
  • Search for the 16th November- do searches
    correspond with news on that day?

31
Vertical Search
  • Remember, you not only can appear in Google,
    Yahoo etc. search results
  • You can also appear within a website search
    results known as vertical search (Strauss
    Frost, 2012)
  • This should be optimised too.
  • Trip Advisor top hotels in an area
  • http//www.tripadvisor.co.uk/Tourism-g186402-Birmi
    ngham_West_Midlands_England-Vacations.html
  • Itunes music
  • Craiglist - classified

32
Backlinks
  • Incoming links to a website or inbound links
    (Chaffey Smith, 2009)
  • http//www.domain-pop.com/
  • Gives you greater web presence and increase your
    website page rankings
  • Often reciprocal process and can be paid for to
    increase rankings.
  • Similar premise to user reviews

33
White Labels
  • A product or service created by one company and
    then used and rebranded by another
  • Parkinson-Hardman (2008) discusses benefits as
  • Appear bigger
  • Remove production costs of ecommerce
  • Can make a profit (mark up added to product)
  • Covered in further detail later in module

34
Promotion
  • Promotional Mix impacts of the internet
  • Advertising Display ads PPC SEO
  • Selling avatars affiliates
  • Sales promotion loyalty schemes
  • PR blogs, social media links viral
  • Sponsorship games virtual worlds
  • Direct mail permission newsletters social
  • Exhibitions more relevant to B2B
  • Merchandising site design catalogues
    recommendations
  • Packaging show what to expect
  • Word-of-Mouth social review sites links
  • Exclusive promotions to support growth of
    different digital channels (Chaffey Bosomworth,
    2011)

35
People
  • Good FAQs
  • Call back
  • Chat to an adviser
  • Call centres
  • Customers help each other

36
Processes
  • Have processes that match what customers want
    ordering etc
  • Shopping carts must work all the time! (or 99.9)

37
Physical evidence
  • Site gives clues - your scent
  • Clarity and order
  • Appropriate image and style
  • Reviews
  • Delivery style and professionalism
  • Icons
  • Security

38
Shopping Cart Abandonment
  • Chaffey Smith (2008) discuss how to minimise
    the risk
  • Number stages of purchase process
  • Minimise no. of stages
  • Offer incentive to buy now
  • Provide relevant info within the checkout area
  • Location selection tool- find local dealer
  • Voucher system- print redeem in store
  • Offer alternative booking method
  • Reassurance about content safety

39
Partnerships
  • Affiliates
  • Affiliate marketing programme. You rent space
    on your website to other companies.
  • Usually brand/product matched
  • A code is generated within the renters website,
    and when a CTR or impression is made, this
    records the amount of commission payable to the
    rentee.
  • Lastminute.com reported that clicks generated
    from affiliates are up 22.4 in 2010 YOY
    (Marketing, 2010)
  • Links

40
Impact of Brand
  • Retailer brand
  • Product brand

41
Figure 5.9 The influence of brand knowledge on
purchase. Matrix for question I will buy a
product if Source Brand New World (2004)
42
Figure 5.8 Changes to brand perception and
behaviour as a result of using the Internet for
research Source Brand New World (2004)
43
References
  • Chaffey, D. Bosomworth, D. (2011) Digital
    Marketing Strategy, http//www.smartinsights.com/g
    uides/digital-marketing-strategy/digital-marketing
    -plan-template/ - accessed 12/12/11
  • Chaffey, D., Smith, P. (2008) Emarketing
    Excellence. 3rd Edition. Elsevier. Oxford, UK.
  • Chaffey, D. (2009) E-Business and E-Commerce
    Management Strategy, Implementation and
    Practice.  4th Edition.  Pearson Education
    Limited.  Harlow, UK. 
  • Chaffey, D., Ellis-Chadwick, F., Johnston,K.
     Mayer,R. (2009) Internet Marketing Strategy,
    Implementation and Practice.  4th Edition.
      Pearson Education Limited.  Harlow, UK.
  • Marketing (2010) Digital Report Affiliates -
    Keep your affiliates onside, 28/04/10, General
    OneFile.
  • Gay, R. Charlesworth, A. Esen, R. (2007) Online
    marketing a customer-led approach, 1st Edition,
    Oxford University Press. Oxford
Write a Comment
User Comments (0)
About PowerShow.com