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E- Marketing

Prepared by:

Miss Faezah Othman

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Introduction to the Resources of Electronic Marketing

Chapter 1

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Introduction • Electronic commerce is the practice of satisfying consumer and

business wants and needs through online procurement.

• Internet has spawned software and hardware innovations designed specially to aid the convenience of online shopping.

• Electronic marketing are being integrated into traditional marketing programs, improving reach, effectiveness, and efficiency of contact to targeted audiences.

• Therefore, we will be investigating the process of electronic marketing, augmented in many communication, transaction, and decision areas by electronic marketing resources to successful and timely electronic commerce.

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Marketer Enters the Online Age

• E-marketing has the personalizing capacity for ;

-remembering the customer’s preferences-ordering

-whether for a gift or personal use

- what method of delivery the consumer is partial to in shopping habits

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Benefits and Satisfaction Enhanced through E-marketing

1. E-commerce is the conducting of business communication and transmission over networks and through computer, specially the buying and selling of goods and services, and transfer of funds through digital communication.

2. All the online or electronic-based activities that facilitate manufacturing goods and services by the producer to satisfy the wants and needs of the consumer.

3. Implementation-oriented for communications, information processing, or commerce transactions involve website, electronic coupons, cyber shopping mall, etc.

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Listening to the Consumer Speak

• E-marketing as a influencing methods in which gathering information, improve decision making processes, shop for necessities goods and convenience goods, communicate with company’s customer service, and check delivery schedules.

• E-mail, forum discussion and WWW as tools used to maintain better knowledge of and communication with prospect customers, research environment trends, and receive feedback on new product or services.

• Better tools to serve the customer constituents more effectively.

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The Logic and Consistency of the Marketing Process

• Situation Analysis: a study of the marketing strengths, weaknesses, and opportunities of an existing business or other type of organization.

• Marketing planning: the activities to construct a unique strategy of the marketing Ps.

• Marketing Implementation: activities which execute the strategies or ideas of the marketing plan.

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The Importance of E-Marketing Resources in Business Today

1. Satisfy their needs and desires before a competitor does.

2. Speed of delivery and accuracy in fulfilling the order.

3. Exposed to stories of unexpected technology shift or fierce competition highlighted by price wars or expensive sales promotion.

4. Forewarned to the unproductive and costly competitive strategies by introducing the premises of added value services to each and every one of customers.

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Con’t

5. Achieve higher, more predictable brand equity and reputation that none of competitors can match.

6. Initiate an employee feedback system to handle positive and negative criticisms of company policy or management activities.

7. Recognize expedient solutions to business problems and opportunities and to know when and how to bring these resources the business.

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Business Situations for Online Marketing

• Company communication

-Email is an inexpensive and wide reaching communications,

-can connect groups of people with a touch of a single key using an email list of designated names and addresses,

-customer can communicate 24 hours a day,

-marketing research can test attitudes, maintain dialogues, and record opinions that can be monitored over long periods of time.

-marketing planning and sales support with the completion Secure Electronic Transaction protocols, customer will be more confident providing their credit card number over the internet.

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• Productivity Innovations- sales people’s response time to customer questions about inventory levels, product details, and other business inquiries.

• Business to Business Exchange-products or services of one company are sold to another company.

• An automated Audio Text -response system can reply to questions, technical sheets, specifications, or technical support most likely generated from a fax back system.

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Con’t• Customer Loyalty

- many companies are interested in their customer’s purchase habits and preferences and are developing detailed databases to track purchase activities.

• Affinity Marketing- built on the belief that mutual benefits for the consumer and the e- merchant will lead to long term relationships.

• Globalize Reach- ability to reach global markets due to technological advancements.

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Con’t• Competitive Intelligence

- website is an open book for competitors to investigate the product and services offerings, to compete with strategic intelligence about the competition

• Cost Management- the ability to control and reduce cost using new technologies.

• Partnering and logistics- linkages include internal intranet or extranet, and external partnerships or collaboration with outsourced companies, these network are lean because many departments, staff, and activities that were previously considered in house requirement are handled by outsource companies.

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• Corporate Recruitment- companies can locate potential employees, as well as search for consultants, government documents, specialty trades, or general contractors.

- training program for employees also can be accomplished, eliminating travel, and lodging costs through internet and intranet postings or by video conferencing session.

- extranet, communications networks maintained for outside suppliers or other external groups, also efficiently disseminate privileged information.

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Is E-Commerce for large or Small Companies?

• A smaller firm began by employing its website to maintain distributor communication and expand consumer awareness of its products.

• A large firm are elaborate, featuring contest, merchandise, historical information, demonstrations of pop culture, even love letters from devoted fans.

• Online retailing is the process of conducting a retail business via the internet and its growing from year to year

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What Electronic Marketing Tools are Shaping the Future?

• Ability to personalize the message with the product or services order, the payment system, and the delivery date.

• Offer the consumer an unprecedented package of conveniences.

• Aid the speed of communications or to improve corporate memory because the time can be a cost, revenue, and goodwill for the company and the client as well.

• The customer will come to expect the special treatment and they will come back to the company that promises and delivers speed, accessibility, and accuracy of information.

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Categories of E-Marketing:

• Online information and research accessible through public and private databases for domestic and international information needs.

• Computer and software based resources that include web based advertising and sales promotion, propriety inventory management networks and software, geo-demographics and psychographic software, proprietary databases management, online customer services, etc.

• Telephony resources that include fax and fax back systems, pagers, beepers, and telemarketing.

• Network based resources such as internet, world wide web, intranet, extranet, etc.

• In store resources such as optical scanner, electronic coupon dispensers, video shopping carts, etc.

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Electronic Marketing Resources, Strategic or Tactical?

• In strategic aspect, a marketers can hone the longer term direction of the marketing plan by using electronic databases of government statistics, trade association information, investigating competitive web site, or geo-demographic software to profile selected market areas.

• The company need to go through the process of assesing its particulr environment, identifying opportunities, overcoming barriers to electronic commerce, and designing and implementing online programs that will add value both the organization and the customer.

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Con’t

• Tactical application, the world wide web is the medium for stimulating innovative development, gaining awareness by prospects, keeping in touch with current customer via surveys or email, improving corporate memory with prospect or customer databases that catalogue purchase characteristics.

• The benefits to the marketer include building customer loyalty, timely execution of marketing programs and organizational efficiencies that contribute to the bottom line profitability

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Navigating through a World of Change

• The marketing mix that needs to be addressed is promotions.

• Traditional media is trying to embrace online media as an extension of its capabilities.

• There is much confusion, and possibly timidity among established medoia on the objectives and strategies in either embracing or blunting these online competitors.

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Thank you