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Slide 1.1

Chaffey, Ellis-Chadwick, Mayer and Johnston, Internet Marketing, 4 th Edition, Pearson Education Limited 2009

Introducing Internet Marketing

Week 1Chapter 1

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Slide 1.2

Chaffey, Ellis-Chadwick, Mayer and Johnston, Internet Marketing, 4 th Edition, Pearson Education Limited 2009

Objectives

y Key concepts: internet marketing, e-marketing, digital marketing {blog, feed,podcast, social network (web 2.0, 3.0)}, e-commerce, e-business

y Key features of internet marketing strategy

y Application of internet marketing

y Advantages of digital/internet marketing

y Challenges of internet marketing strategy

y Challenges of digital communication

y Key types of digital media channels

y Tutorial sessions:

y The 13 pillars of internet marketingan introduction (video)

http://www.youtube.com/watch?v=oheBDHB-IZU&feature=relatedy Internet Marketing: The way of making money (video)

http://www.youtube.com/watch?v=ldjo6WJJWGI

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Slide 1.3

Chaffey, Ellis-Chadwick, Mayer and Johnston, Internet Marketing, 4 th Edition, Pearson Education Limited 2009

Figure 1.1 Google circa 1998Source: Wayback machine archive: http://web.archive.org/web/19981111183552/google.stanford.edu

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Chaffey, Ellis-Chadwick, Mayer and Johnston, Internet Marketing, 4 th Edition, Pearson Education Limited 2009

Figure 1.2 First Direct Interactive (www.firstdirect.com)

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Slide 1.5

Chaffey, Ellis-Chadwick, Mayer and Johnston, Internet Marketing, 4 th Edition, Pearson Education Limited 2009

Key Concepts

Internet Marketing: The application of the internet and related

digital technologies to achieve marketing objectives.

E-marketing: Electronic marketing (E-marketing) refers to the

application of the internet and related digital technologies to achieve

marketing objectives and includes the management of digitalcustomer data and electronic customer relationship management

systems.

Digital Marketing: similar to E-marketing (see text p. 10)

E-commerce: E-commerce refers to the management of both online

sales transactions and non-financial transactions.

E-Business: E-business refers to the management of a broad range

of business activities using digital technology. These activities

include R&D, contacting, manufacturing, marketing, logistics

management and so on.

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Slide 1.6

Chaffey, Ellis-Chadwick, Mayer and Johnston, Internet Marketing, 4 th Edition, Pearson Education Limited 2009

Figure 1.4 Evolution of web technologiesSource: Adapted from Spivack (2007)

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Slide 1.7

Chaffey, Ellis-Chadwick, Mayer and Johnston, Internet Marketing, 4 th Edition, Pearson Education Limited 2009

Key Features of Internet Marketing Strategy

Be aligned with the goals and objectives of the organisation, product

line and/or brand

Be aligned with business strategies

Be consistent with the target customer groups

Be persuading and value driven both for customers, suppliers and

channel members

Be attractive, communicative and interactive

Be supportive to buying and/or selling process (A-I-D-A-PPA)

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Chaffey, Ellis-Chadwick, Mayer and Johnston, Internet Marketing, 4 th Edition, Pearson Education Limited 2009

Applications of Internet Marketing

An advertising medium

A direct response medium

A platform for sales transactions

A distribution channel

A customer service mechanism

A relationship-building medium

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Slide 1.9

Chaffey, Ellis-Chadwick, Mayer and Johnston, Internet Marketing, 4 th Edition, Pearson Education Limited 2009

Advantages of digital/internet marketing

Sellincreased/grow sales

Serveadding value

Speakget closer to customers

Savecost/time saving

Sizzleextend the brand online

Market penetration

Market development

Product development

Diversification

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Slide 1.10

Chaffey, Ellis-Chadwick, Mayer and Johnston, Internet Marketing, 4 th Edition, Pearson Education Limited 2009

Challenges of internet marketing strategy

Unclear responsibilities

No specific objectives

Insufficient budget

Still treated as a minor supportive tool

Results are not measured

An experimental instead of a planned approach

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Chaffey, Ellis-Chadwick, Mayer and Johnston, Internet Marketing, 4 th Edition, Pearson Education Limited 2009

Challenges of digital communication

Complexity

Responding to competitors

Responding to changes in technology

Cost

Attention

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Chaffey, Ellis-Chadwick, Mayer and Johnston, Internet Marketing, 4 th Edition, Pearson Education Limited 2009

Key types of digital media channels

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Chaffey, Ellis-Chadwick, Mayer and Johnston, Internet Marketing, 4 th Edition, Pearson Education Limited 2009

TUTORIALS

The 13 pillars of internet marketingan introduction (video)

http://www.youtube.com/watch?v=oheBDHB-IZU&feature=related

Internet Marketing: The way of making money (video)

http://www.youtube.com/watch?v=ldjo6WJJWGI