EMarketing

1
E-Marketing

• Letting them Know your on the Web
• INBS 510

2
Defining marketing and the e-

• The process of planning and executing the
  conception, distribution, promotion and pricing
  of ideas, goods, services to create exchanges
  that satisfy individual and organizational
  objectives
• E-marketing adds customer value and increases
  company profitability

3
10 new rules for E-marketing

• power shifts from sellers to buyers
• increasing velocity
• death of distance
• global reach
• time compression
• knowledge is key
• market deconstruction

• 8. interoperability
• 9. interdisciplinary focus
• 10 intellectual capital rules
• 4 P-s
• product, pricing, place(distribution), promotion

4
Internet Users Products

• 4th channnel for sales
• Diffusion of innovation
• Innovators
• Early adopters
• Mainstream
• Laggards
• Product Life Cycle
• Vary strategies with each stage introduction,
  growth, maturity and decline

5
Customer surveillance

• Attitude toward technology- technographics
• Segmenting the market
• Undifferentiated (mass)
• Multi segment
• Niche
• micromarketing- individualized targeting

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Segments Types

• demographic women, teens, ethnic etc
• psychographic personality, values
• behavior benefits sought and product usage
• country profiles

7
Marketing Intelligence

• Demographic trends
• Competitors
• Technological forces
• Natural resources
• Social and cultural trends
• World and local economics
• Legal and political environments

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Get the scoop links

• www.stat-usa.gov
• www.ama.org
• www.dnb.com
• www.hoovers.com
• www.thomasregister.com
• http//ecommerce.vanderbilt.edu

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More Links

• www.netmechanic.com -free tools to evaluate your
  site
• News- http//newslinks.com
• Legal- www.freeadvice.com , www.lexis.com
• Internet- www.whois.net , www.cyberatlas.com

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Know the competition http//www.fuld.com/whatCI.h
tml

• Competitive intelligence
• Benchmarking
• Look and feel of site
• Attempts to collect info
• Cookies
• Hidden text
• E-commerce ease
• Quality of content
• Site wide search engine
• Databases
• Banner campaigns

• Text loads before graphics
• Contact info on every page
• Time to load
• Well organized
• Offer free advice

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Snoop with a mask

• www.anonymizer.com cant tell who you are
• Visit search engines and find out how they are
  searchable
• Visit http//rs.internic.net
• check out all the domain names your competition
  has registered

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SWOT Analysis

• To carry out a SWOT Analysis write down answers
  to the following questions
• Strengths
• What are your advantages?
• What do you do well?
• Consider this from your own point of view and
  from the point of view of the people you deal
  with. Don't be modest, be realistic. If you are
  having any difficulty with this, try writing down
  a list of your characteristics. Some of these
  will hopefully be strengths!

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SWOT

• Weaknesses
• What could be improved?
• What is done badly?
• What should be avoided?
• Again this should be considered from an internal
  and external basis - do other people perceive
  weaknesses that you don't see? Do your
  competitors do any better? It is best to be
  realistic now, and face any unpleasant truths as
  soon as possible.

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SWOT

• Opportunities
• Where are the good chances facing you?
• What are the interesting trends?
• Useful opportunities can come from such things
  as
• Changes in technology and markets on both a broad
  and narrow scale
• Changes in government policy related to your
  field
• Changes in social patterns, population profiles,
  lifestyle changes, etc.
• Local Events

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SWOT

• Threats
• What obstacles do you face?
• What is your competition doing?
• Are the required specifications for your job,
  products or services changing?
• Is changing technology threatening your position?
  
• Do you have bad debt or cash-flow problems?

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Branding Online/ Corporate Identity

• Laser target niches 1-3 max
• Whats in a name?
• Spell it out in email and URL
• Solution naming
• Name on everything
• Transferring current image to online
• www.tide.com

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Web Digest for Marketers

• eMarketer, which you can visit at
  http//www.emarketer.com
• The CRM Guru, can be found at http//www.crmguru.c
  om/wdfm/

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Building Brands with Communities

• To commune or not to commune
• That is the question
• What is nobler?
• there are times when community is problematic
• What might they be?

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Advertising Networks Products

• Doubleclick
• www.Engage.com
• Channels www.entrypoint.com

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Ads on the Web Methods of Promotion

• Ad banners
• http//www.npr.org/ramfiles/me/20010827.me.07.ram
  
• Hyperlinked banner
• Clickthrough ratios analysis
• Clickstream analysis analysis
• Headers on emails
• Signature blocks

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Measurement Definitions

• Hits- file requested ( many files on a page)
• Page views- single access to a URL
• Visitors-unique vs. number
• Site stickiness- length of stay/returns
• Impressions-banner ad served up to viewer

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How to measure audience

• Consumer-centric model
• Similar to Nielson ratings
• take representative sample
• Analyze clickstream data
• What are the downsides?
• Site-centric model
• Tallied at content provider web site
• Analyzing log files
• Downside is proxy server caching

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Cost per Thousand CPM

• Ads cost
• Divide by audience size
• Multiply by 1000
• Generally
• Web CPM figures are 10.00-100.00
• TV and Magazines most expensive
• Radio least expensive

24
Advertisers buying Keywords

• ie. search for the word Automobile
• Search it and then a purchased banner ad for Ford
  or whatever comes up

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Budget considerations

• Free
• Auto responders
• link exchanges
• Exchanging sponsorships or ad space
• Including ads on own site

• Fee based
• Banner ads on other sites
• Creating promotional software on disks

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Direct Mail Email Avoid Spam

• Opt in only
• http//www.npr.org/ramfiles/wesat/20000805.wesat.0
  4.rmm
• Brief messages
• Offer choices for more info
• Show removal options and adhere
• Dont give away, sell or trade email addresses
• http//www.cauce.org/

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PR and Promotional Programs

• New releases
• www.prnewswire.com
• www.businesswire.com
• Events
• Talks
• Auctions
• Giveaways

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Using Autoresponders

• Mailbots
• For each ad that runs
• Brochures
• Incoming email for surveys
• For requests by journalists and editors
• To email updated lists of distributors and
  resellers
• Email updates to trade shows

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Marketing Techniques

• Direct Marketing non personal media to targeted
  groups
• Advantages on line-
• Cheaper
• Avenue for direct response
• Individualized
• Disadvantages
• Spam
• Difficulty finding appropriate email lists

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Marketing Techniques

• Permission Marketing
• Opting in
• Viral Marketing- word of mouse
• Bulletin Boards
• ListServs
• Spam and the antispam policy
• Trends for 2001
• Profiling, penetration, privacy, profitability

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Those Metatags Search Engine ratings a witchs
brew

• Metatags
• Key words
• Descriptions
• http//grad.mercy.edu/ibs
• Alt tags