E-Marketing

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What is it?

e-Marketing is the sum of all activities a business conducts through the internet with the purpose of finding, attracting, winning and retaining customers.

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What is it?

The e-Marketing Strategy is based and built upon the principles that govern the traditional, offline Marketing… Traditional: 4P’s

Product - Price - Promotion - Positioning

+ Emarketing: 3 P’s

People - Processes - Proof

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The 3P’s

The 3 P’s have everything to do with relationships. To win hearts and minds and build your trusted network, you should begin thinking about how to differentiate yourself from the competition using the 3 P’s.

The Classic 4 P’s all have one thing in common; they don’t “connect” you with people. They have nothing to do with developing, growing, and strengthening relationships.

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People – Relationship Building

How the staff of an organization interacts with customers and other stakeholders Centers on the relationship, and

how you can best take care of and serve clients, prospects, and advocates above and beyond

With millions of people connecting, sharing, conversing, commenting, recommending and reviewing online, your clients and connections have the power to expand your influence in a positive OR negative way, like never before.

Pinterest YouTube

Facebook

YourWebsite/App/Technology

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Processes

Processes for handling customer complaints

Processes for identifying customer needs and requirements

Processes for handling orders etc

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Proof

Customers’ experience of the company through the web site and associated support.

Includes issues such as site ease of use or navigation, availability and performance.

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Relationship & Transactional Transactional Marketing

Focuses on getting the customer to buy a certain product and walk away.

Luring the customer for a one off purchase, focuses strongly on price and short term benefits and product performance, with limited service.

Relationship Marketing Sees the sale as the first

step in the building of a relationship

It’s all about generating repeated sales and customer interactions

Brings value to the customer and assuming long term performance and service

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The Basic Mix

SMMFacebookfangating

SEOContent is KingBlogs

SEMGoogle

RemarketingCall Metrics

EmailNewsletters

TransactionalDirect

Website

Database capture

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Emails and Open Rates

Newsletters – 36% The primary purpose of an email newsletter is to build upon the relationship

Transactional – 51% Conveys information regarding the action that triggered it. Dropped basket, order confirmations. Upsell/cross sell

Direct – 60%+ an email solely to communicate a promotional message

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Like

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