E marketing

E-marketingBusiness administration

Elgun Seyidov

What is E-Marketing?

E-Marketing is a subset of E- Business that utilizes electronic medium to perform marketing activities and achieve desired marketing objectives for an organization

Advantages

Reduction in costs through automation and use of electronic media.

Faster response to both marketers and the end user.

Increased ability to measure and collect data. Opens the possibility to a market of one through

personalization. Increased interactivity

Disadvantages

Dependability on technology. Security, privacy issues. Maintenance costs due to a constantly evolving

environment. Higher transparency of pricing and increased

price competition. Worldwide competition through globalization

E-Marketing strategy

A strategy is a long-term plan of action aimed at achieving a particular outcome. The connected Internet has had a far greater impact on marketing and business than the ubiquitous email newsletter and the need for search engine optimization. The Internet does not necessarily mean throwing out the rule book of marketing and business foundations and principles. Instead, the Internet provides a new environment in which to build on these principles.

Products and services: are what a company sells.

Price: with customers able to easily access pricing information from a number of suppliers with relative ease

Placement: The Internet gives companies access to a global marketplace

Promotion: The Internet as an information and entertainment medium naturally lends itself to be used to promote products

E-marketing 4P

E-Marketing strategy: step 1

Know yourself and know your market: What is the nature of the organization now? Who are the customers and what are their needs? How can the organization fulfil the needs of the customer? What is the social context that the organization operates in?


Strategic Analysis: With a solid understanding of where the organization is right now, further analysis systematically evaluates the organizations environmental and social context, objectives and strategies so as to identify weaknesses and opportunities Competitors


Set Marketing Objectives: Marketing objectives are the desired outcomes of the marketing plan. This is a strategy, so the focus is on long-term success. Establish milestones that will indicate that the strategy is on the path to success.


Generate Strategies and Tactics for Achieving Objectives:

A tactic could be display advertising on content websites that reflect your target market. If customer retention is the objective, an email newsletter strategy can help to build relationships with an existing interested database of prospects.

E-marketing strategy: step 5

Evaluate Strategies: After having generated strategies, they need to be evaluated against the needs and resources of your organization. SWOT analysis will reveal the feasibility and the attractiveness of the strategies generated.

E-marketing strategy: step 6

Implementation: You know what you want, and you’ve made a plan for how to get it. Now do it.


Track, Analyze, Optimize: E Marketing’s chief advantage over offline marketing? It uses hyperlinks to spread messages. This means that e Marketing can be tracked, the data can be analyzed and this can then feed back into the planning to optimize the marketing strategy.

E-Marketin

g

analysis

objectives

definition

implementation

The four stage model

Strategic analysis

Continuous scanning of the micro and macro-environment of an organization

Strategic analysis or situation analysis Portfolio analysis and stage models SWOT analysis Demand analysis Competitor analysis

Macro-environment1. What are the legal limitations to online

promotion?2. What is the current availability and usage

of technology?3. How is this likely to vary in the future?

Strategic analysis

Strategic objectives

• Sell – Grow sales • Serve – Add value • Speak – Get closer to customers • Save – Save costs - of service • Sizzle – Extend the brand online

Target market strategies Positioning and differentiation strategies Resourcing - Internet marketing priorities CRM focus and financial control Market and product development strategies Business and revenue models Organizational restructuring Channel structure modifications

Strategy definition

It is devising and executing the tactics needed to achieve strategic objectives. This includes re-launching a web site, campaigns associated with promoting the site and monitoring the effectiveness of the site.

Strategy implementation

Happy new year for everyone

The End