* 2004 joel reedy and shauna schullo

04/12/23 2004

Joel Reedy and Shauna Schullo

Electronic Marketing: Integrating Electronic Resources into the Marketing Process, 2e

Electronic Marketing

Chapter 1Introduction to the Resources of

Electronic Marketing

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The Marketer Enters the Online Age

• Technology has entered just about every business

• Technological advances are now enabling the marketer to identify specific prospects to deliver specific products for consumption

– Narrowcasting

– Listservs

– Discussion groups

– Banner advertising

– Online press releases

– Online conferences

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• Electronic commerce is the conducting of business communications and transmissions over networks and through computers, specifically the buying and selling of goods and services, and the transfer of funds, through digital communications

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• Electronic commerce can also include all inter-company and intra-company functions

– Electronic mail

– EDI (Electronic Data Interchange)

– File transfer

– Fax Broadcasting

– Video conferencing

– Workflow

– Interaction with a remote computer

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• Electronic commerce can include: buying and selling over the World Wide Web and the Internet

– Electronic fund transfer

– Smart cards

– Digital cash

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• Electronic marketing is 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.

• Electronic marketing resources are those technological or electronic marketing tools that are used to complete the marketing directives

– Avatars representing people objects in virtual reality environments

– World Wide Web

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• Electronic marketing resources continued…

– Interactive Web sites

– Shopping agents

– Cyber shopping malls

– Fax-on-demand information

– CD-ROM presentations

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Listening to the Consumer Speak

• Commodities that a consumer values in today’s marketplace? The recurring answers are saving money, saving time, and enhancing convenience

• Marketers can improve or streamline these traditional marketing processes

• The logic and consistency of the marketing process, namely situation analysis, marketing planning, and marketing implementation

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The Importance of E-Marketing Resources in Business Today

• The better you know your customers, the better you can serve, and hopefully anticipate their needs

• Consumers demand “instant gratification” which means that speed of delivery and accuracy in fulfilling the order are crucial

• Introducing the premise of “added value” services to each and every one of your clients or customers

• Adding value to your product or service, you can achieve a higher, perhaps more predictable brand equity and reputation that none of your competitors can match

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• Business situations for which online marketing resources are very appropriate

– Company communications

– E-mail address

– Marketing research

– Marketing planning

– Productivity innovations

– Business-to-business exchanges

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• The value of e-commerce to the consumer

– Time and access to commercial sites

– Audiotext

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• Electronic Marketing Resources

– Customer loyalty

– Affinity marketing

– Globalized reach

– Competitive intelligence

– Cost management

– Partnering and logistics become easier to maintain through online marketing

– Telecommuting

– Corporate recruitment

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• Additional benefits which ease the cost of technology

– Intranets-a company can share resources

– Extranets-communication networks maintained for outside suppliers or other external groups, also efficiently disseminate privileged information

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Commerce for Large or Small Companies

• There are no parameters yet for fitting e-commerce into traditional marketing and sales programs, only the commitment to thorough and appropriate use of marketing strategy

• Online retailing has left the experimental phase and is accelerating into the mainstream

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What E-Marketing Tools Are Shaping the Future

• Speed, accessibility, accuracy of information, and competitive advantages are four of the major forces driving business

• The ability to personalize the message with the product or service order, the payment system, the delivery date, and even the hour of the day, and the marketer, the retailer, and the wholesaler can offer the consumer an unheard-of package of convenience

• Systems are designed to distribute information to solve specific organizational problems

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• Categories of electronic marketing resources include:

– Computer and software based resources

– Online information and research

– Telephony resources

– Network-based resources

– In-store resources

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• Web-based advertising and sales promotions

• Proprietary inventory management networks and software

• Geo-demographic

• Psychographics Software

• Proprietary database management

• Online customer service and fulfillment

• Customer and prospect surveys

• Videoconferencing

• “Smart cards”

• Virtual reality environments

Computer and software based resources

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• Fax and fax-back systems

• Pagers

• Beepers

• Telemarketing

Telephony Resources

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• The Internet

• World Wide Web sites

• Intranets

• Extranets

Network-based Resources

• News release networks

• Electronic Data Interchanges

• Transactions

• Authentication networks

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• Optical scanners

• Electronic coupon dispensers

• Electronic kiosks

• Low frequency radio “broadcasting”

• Electronic price shelf tags

• Video shopping carts

In-store Resources

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E-Marketing Resources, Strategic or Tactical?

• Yes, electronic marketing tools can be utilized in strategic planning and tactical execution

• Integrating Internet applications in such as way that interaction with the customer is at the center of a networked information management provides a structure for re-engineering traditional business operations for maximum gain

• The tactical application, those shorter term activities, that make the marketing implementation come alive by putting the strategic ideas into action

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Navigating Through a World of Change

• Marketing is being tested to handle continual and momentous change

• All forms of media are using the Internet as promotional supplements

– Online to print

– TV using Web sites

– Radio Web sites

* 2004 joel reedy and shauna schullo

Documents

online marketing resources

electronic marketing

traditional marketing

electronic marketing

marketing process

marketing implementation

emarketing tools

marketing directives