internet marketing: a brief review
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Internet marketing: A Brief Review. Learning objectives. Evaluate the relevance of the Internet to the modern marketing concept. Distinguish between Internet marketing, e-marketing, e-commerce and e-business. Identify the key differences between Internet marketing and traditional marketing. - PowerPoint PPT PresentationTRANSCRIPT
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Internet marketing: A Brief Review
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Learning objectives• Evaluate the relevance of the Internet to the
modern marketing concept.• Distinguish between Internet marketing, e-
marketing, e-commerce and e-business.• Identify the key differences between Internet
marketing and traditional marketing.• Assess how the Internet can be used in
different marketing functions.
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Questions for marketers• How significant is the Internet as a marketing
tool?• How does Internet marketing relate to e-
marketing, e-commerce and e-business?• What are the key benefits of Internet
marketing?• What differences does the Internet introduce in
relation to existing marketing communications models?
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The impact of the Internet on business
• Andy Grove, Chairman of Intel, one of the early adopters of e-commerce, has made a meteorological analogy with the Internet. He says:Is the Internet a typhoon force, a ten times force, or is it a bit of wind? Or is it a force that fundamentally alters our business? (Grove, 1996)
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The Internet’s impact on you?• How many of you have purchased
something on the Internet in the last 6 months?
• How many times have you used the Internet as an information source, before buying offline?
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easyJet web site (www.easyjet.com)
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An extract from the Castrol.com web site, reproduced by permission of Castrol Limited. Any unauthorised reproduction is strictly prohibited
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Variation in UK media consumption in hours (bars) compared to percentage media expenditure (diamonds)Source: Compiled from EIAA (2005) and IAB (2005)
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EIAA 2005 -
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How does the Internet contribute to marketing?
The definition of marketing by the Chartered Institute of Marketing (http://www.cim.co.uk/) is:
Marketing is the management process responsible for identifying, anticipating and satisfying customer requirements profitably
Give examples of how the Internet (web and e-mail) achieves these?
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• Customer-centric digital marketing involves:
• Applying…• Digital technologies which form online channels…
(Web, e-mail, databases, mobile, iDTV)
• to… • Contribute to marketing activities aimed at achieving
profitable acquisition and retention of customers (within a multi-channel buying process
and customer lifecycle)
• through…• Improving customer knowledge (of their profiles, behaviour,
value and loyalty drivers), then delivering integrated targeted communications and online services that match their individual needs.
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E-business and e-commerce• Define e-commerce
• What is the relationship between e-commerce and e-business?
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E-business and e-commerce
The distinction between buy-side and sell-side e-commerce
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Summary and examples of transaction alternatives between businesses, consumers and governmental organisations
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Dubit C2C site for a youth audience (www.dubit.co.uk)
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Benefits of online marketing
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Types of web presence• 1. Transactional e-commerce site:
Examples – Amazon, Dell• 2. Services-oriented/relationship building
– Accenture, British Gas• 3. Brand Building site
– Tango, Guinness• 4. Portal or media site
– Yahoo!, Silicon.com• Note that these types overlap
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North West Supplies Ltd site (www.northwestsupplies.co.uk)Source: Opportunity Wales
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A generic internet marketing strategy development process
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Interactivity and intelligence
Summary of communication models for: (a) traditional media,(b) new media
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Individualization
Summary of degree of individualisation for: (a) traditional media (same message), (b) new media (unique messages and more information exchange between customers)
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Integration
Channel requiring integration as part of integrated e-marketing strategy
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Mixed-mode buying
The role of mixed-mode buying in Internet marketing
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Technology – addressing
Common gTLDs are:.com represents an international or American company such as http://www.travelagency.com .co.uk represents a company based in the UK such as http://www.thomascook.co.uk/. .ac.uk a UK based University (e.g. http://www.derby.ac.uk).org.uk or .org are not for profit organisations (e.g. www.greenpeace.org).net a network provider such as www.freeserve.net.
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How it works – client/server
Information exchange between a web browser and a web server
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How it works - HTML
Home page index.html for The B2B Company in a web browser showing HTML source in text editor
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Internet, intranet, & extranet
The relationship between access to intranets, extranets and the Internet