“Business Intelligence and Global Access

Through E-marketing”

Seminar regarding awareness about E-marketing

BBA-6 (Morn)

Outline

• The involvement of e-marketing in todays world

• Technology changes and traditional marketing

• E-marketing and changing nature of global marketing

• Cyber crime and its effect on e-marketing

• Marketing implications of e-marketing

The Involvement Of E-marketing In Todays World

Internet

• Global network of interconnected networks

• Hold files such as web pages and videos etc.

• Every networked device can send and receive digital files.

3 Roles of internet

1. Content provider

3 Roles of internet

2. Users

3 Roles of internet

3. Technology infrastructure

The Changing Nature Of Internet

• Global internet movement is taking place

• Internet has brought answers to all our questions

Internet

• Internet was started in 1969

• As ARPANET (Advance research project agency net) by the US department of defense

• First internet browser and webpage appeared in 1993.

Internet journey in Pakistan

• In Pakistan internet is available since 1990

• According to internet world stat, out of 196,174,380, internet users are 29,128,970

In 2001 1.3%

2006 6.5%

2012 10%

2015 14.8%

Internet journey in Pakistan

• International telecommunications union (ITU) 20 million

• Internet service provider association in Pakistan (ISPAP) 10 million

• Think tank believe 30 million internet users in Pakistan

Internet journey in Pakistan

• 3G and 4G service is available since 14 April 2014

• $1.113 million:

• $903 million from 3G

• $210 million from 4G auction

2015 stats (www.internetworldstats.com)

• 80% of internet users spent an hour on internet

• 8 million use Facebook in Pakistan

• 2 million use twitter

• 1.4 million visit YouTube

• 1.2 million use LinkedIn

• 7% growth on social media sites

WORLD INTERNET USAGE AND POPULATION STATISTICS

NOVEMBER 15, 2015 - Update

World RegionsPopulation

( 2015 Est.)

Population

% of World

Internet Users

Latest Data

Penetration

(% Population)

Growth

2000-2015

Africa 1,158,355,663 16.0 % 327,145,889 28.2 % 7,146.7%

Asia 4,032,466,882 55.5 % 1,611,048,215 40.0 % 1,309.4%

Europe 821,555,904 11.3 % 604,147,280 73.5 % 474.9%

Middle East 236,137,235 3.3 % 123,172,132 52.2 % 3,649.8%

North America 357,178,284 4.9 % 313,867,363 87.9 % 190.4%

Latin America / Caribbean 617,049,712 8.5 % 339,251,363 55.0 % 1,777.5%

Oceania / Australia 37,158,563 0.5 % 27,200,530 73.2 % 256.9%

WORLD TOTAL 7,259,902,243 100.0 % 3,345,832,772 46.1 % 826.9%

From Traditional Marketing to E-Marketing

“where customers go we follow”

Traditional marketing tools

1-SOCIAL MEDIA MARKETING

2. Email Marketing

• Email marketing is promoting products through the use of email

3. Blogging

• Blogger was launched in 23rd Aug. 1999

• Businesses, companies and even sup1erstar now use blogging

system for huge promotion

4. Pay per Click Marketing

• You have to pay for PPC ads.

• If you do learn how to use PPC effectively then you can

make a lot of money just as fast

11-11-32729

111-476-72504235972162

111-796-246

111-123-456.

021-32620546042-111-746-756.

111-697467

021-34300315.

INVOLVEMENT OF SOCIAL MEDIA IN E-MARKETING TODAY

Involvement Of Social Media In E-marketing Today

Story

JEFF JARVIS

DELL was brought to its knees by,

Jeff Jarvis in June 21,2005.

It all started with “DELL HELL”

IN 2005, UNSATISFIED CUSTOMER BLOGGED ABOUT THEIR BAD

EXPERIENCE WITH DELL

Dell

Lies

Dell needs to

read these

blogs!

HOW DELL WEATHERED THE STORM

“Direct to DELL”In June 2006, Dell launched its own

corporate blog, Direct to Dell

TO DEAL WITH THE BLOGOSPHERE DELL NEEDED

TO UNDERSTAND SOCIAL MEDIA INSIDE FIRST.

THEN DELL WENT TO COMMUNICATE TO CONSUMERS

IN ORDER TO GET IDEA AND SUGGESTIONS FROM THEM.

GATHERED 5000 IDEAS

ON IDEA STREAM

2000 COMMENTS ON

TWITTER ACCOUNTS

49% NEGATIVE BLOGGING

REDUCED TO

22%

BARAK OBAMA

SS

OBAMA INTERNET

STRATEGY TARGETED

18 TO 29 YEAR OLD

VOTERS WERE

TARGETED

93% uses internet to

get information and

connect with friends.

HE SPENT TIME WHERE THE YOUNG PEOPLE WERE, EVERYTHING THEY DID WAS RECORDED AND DISPLAYED ON A PUBLIC

DASHBOARD

KNOWING THE USE MOBILE

PHONE IN THE MARKET, OBAMA

REACHED VOTERS VIA TEXT

MESSAGES.

Data base captured 2.9

million cell phone

numbers from

supporters.

displayed 8 million obama

friends

&

5 million supporters on

social networking &

multimedia sharing sites.

SPECIAL COMMUNITY SITES WHERE USERS COULD CREATE A PROFILE AND

CONNECT WITH OTHERS WAS DESIGNED.

THIS GUY…….

BECOMES THIS GUY…

S

E-marketing And Changing Nature Of Global Marketing

INTRODUCTION• The internet has revolutionized the international business arena and

global marketing in particular.

• Internet is a network of computers interconnected throughout the world

operating on a standard protocol that allows data to be transmitted

• Until the early 1990s the Internet was primarily the preserve of military

and academic researchers.

• The web clearly provides a unique distribution and communication

channel to marketers across the globe.

• The development of new software and other technologies during early

1990s turned the internet into a commercial medium that has transformed

businesses worldwide

GLOBAL MARKETING

Marketing on a worldwide scale reconciling or

taking commercial advantage of global

operational differences, similarities and

opportunities in order to meet global objectives.

CHARACTERISTICS OF ONLINE GLOBAL MARKETING

• Longevity

• Reach

• Accountability

• Flexibility

OBJECTIVES OF E-MARKETING IN GLOBAL CONTEXT

• Specific

• Measurable

• Action Oriented

• Realistic

• Time specific

ADVANTAGES

• Lets you reach a lot more customers

• Extensive Coverage

• Large Capacity Information

• Economies of scale in production and distribution

• Lower marketing costs

• Power and scope

• Consistency in brand image

• Uniformity of marketing practices

• Helps to establish relationships outside of the "political arena"

• Benefits of E-Marketing over traditional marketing

DISADVANTAGES

• Slow internet connections can cause difficulties.

• The e-commerce doesn’t allow the user “to touch” the merchandise before

purchasing it.

• Other factor is the payment many users still don’t trust in the electronic

methods of paying and give up buying online because of this.

• Differences in the administrative procedures and product placement can

occur

BARRIERS TO GLOBAL MARKETING

• Cultural Barriers

• Infrastructure

• Knowledge Barriers

Cyber Crime And Its Effect On E-Marketing

CYBER CRIME

criminal activities carried out by means of computers or

the Internet. e.g.

or

Computer crime, or cybercrime, is any crime that

involves a computer and a network. The computer may

have been used in the commission of a crime, or it may

be the target.

CYBER CRIMES

• Web defacement

• Unauthorized network access

• Child pornography

• Identity theft

• Internet fraud

• Theft of password

• Cyber stalking

• Interception and fabrication

COMMON CYBER CRIMES

• Malware

• Viruses

• Trojans

• Spyware

• Hacking

• Spam

• Rootkits

• Piracy

SOME POPULAR SPAMS

• “Celebrates nude videos”

• Celebrities accidents (Justin Bieber stabbed)

• Make thousands at home

• The “dislike” button

• Your account has been cancelled

• Confirm your email

• Dad walks in on daughter “embracing”

• See who viewed your profile

• “Facebook” is start charging members

FAMOUS CYBER CRIMES CASES

• Protecting Children from Cybercrime(Netherlands)

• Cyber crimes costs UK businesses average of £3m per

year

• In Pakistan more than 600 cases were registered in

different categories of cyber crimes in 2015(Lahore)

• More than half top bank websites hacked

EFFECT OF CYBER CRIME ON E MARKETING

• Loss of trust for online product

• Fear of privacy exposure

• Credit loss

• Loss of sales

• User’s fear

• Online fraud

• Damages goodwill

INSTITUTIONS TO DEAL WITH CYBER CRIME

• National response center for cyber crime(Pakistan)

• FBI(America)

• Ponemon institution(united state of America)

• Cyber Secure Institute(Washington DC)

• National Cyber security Institute(Washington DC)

• National Cyber Security and Communications Integration Centre(USA)

• The Global Cyber Security Capacity Centre(Oxford, London)

• Australian Cyber Security Centre

• Microsoft

• Interpol Global Complex for Innovation (Singapore)

E MARKETING IN PAKISTAN

• 90% people don’t have bank accounts

• 30 million (10%) people have bank accounts

• In 10 % of user 64% have debit cards, 7% people have

credit cards, 32% people still use traditional banking.

INTERNET STATISTICS OF PAKISTAN

CYBER SECURITY IN PAKISTAN

NATIONAL RESPONSE CENTRE FOR CYBER CRIME

OBJECTIVES

• Digital crime investigation

• Information system security

• Advisory role on information security

• Cyber crime training

• R&D

• Capacity building and awareness of government department and academia

• Investigation and securement of Hi- tech camera

CYBER CRIME CATEGORIES• Hacking

• Identity theft

• Cyber Bullying

• Cyber Stalking

• Financial fraud

• Digital Piracy

• Computer viruses and worms

• Malicious Software

• Intellectual property rights

• Money Laundering

• Denial of Service attack

• Electronic Terrorism, Vandalism and Extortion

HTTP://WWW.NR3C.GOV.PK/

Cyber Crime Circle Lahore ( Address: 4th Floor FIA

Headquarter, 1st Temple Road, Near Regal Chowk

Lahore, Phone No: 042-37323040, Fax No: 042-

37323041)

Cyber rescue ph.# 9911

“E” would drop From

E-marketing

“The old message, market, and medium have been

replaced by

• Conversation

• community and

• connection.”

Product

• Internet became medium of purchase

(obsolete physical shopping)

Promotion & Price

• Search engine optimization

• Pay per click

• Emails

• Websites

While

• Price attached with promotion sets criteria and helps in filtration.

E-marketing And Traditional Four P’s

Place

positioning in major search engines.

P Please

P Please

P Please

P Please

So We Can Say As A Light Note

That Traditional Four P’s Are Limited To

Dropping “E” From E-marketing

• Gartner predicted that the e would drop, making e-

business just business and e-marketing just marketing.

• Nevertheless, e-business will always have its unique

models, concepts, and practices.

• Online search

• Online data collection

WHY AND HOW?

• Appropriate Target

• Immediate Results

• Building relationships

• Global reach

• Matrices

• Time and cost effectiveness

• 24/7

Trends Which Cause

• Not only listening but also interaction

• Delivering after sales services (Retaining and managing)

• People are involved, not restrict to just “watch”.

• Get desire by point and click

• Harnessing most engage customers

• Value system is tracked by users

Excessive Use of “E” media.

Excessive Use Of Digital Marketing

As

• Chap stick was a lip balm

• Table tennis was whiff-whaff

• Xerox 914 was photocopy machine.

will make it generally considered