E Marketing
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E-Marketing
Class Presentation 5th April 2008
Group Members
Faraz Akhtar Farrukh Hussain Khan Ahsan Imtaiz Shahzad
Presented to > Mr. Asim Iftikhar, Class Instructor > Class Mates Subject E Commerce, MBA, Institute of Business Management, Karachi
E-Marketing
Contents of the Presentation
Overview of Marketing Role of Internet in Marketing E-Marketing The benefits of E-Marketing Components of E-Marketing E-Marketing Mix The E-Market System Types of E-Markets E-Market Techniques Critical Analysis of E-Marketing Future and Challenges of E-Marketing Summary
Class Presentation 5th April 2008
E-Marketing
Overview of Marketing
Marketing Marketing is an organizational function and a set of processes for creating, communicating, and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders Three main function of Marketing Facilitation of Transaction and Flow of Information Provide a legal and Regulatory Framework Components of E-Marketing
E-Marketing
Role of Internet in Marketing
E-Marketing
The web has the potential to
Projecting an Image Customer Service Channel Relations Purchase and Inventory Management Information gathering and sharing Data base development Mass Customization Advertising and Sales Promotion Selling Multi Channel Marketing
Role of Internet in Marketing
E-Marketing
E-Marketing
E-Marketing Definition Internet marketing, also referred to as online marketing or eMarketing (or e-Marketing), is the marketing of products or services over the Internet. The Internet has brought many unique benefits to marketing including low costs in distributing information and media to a global audience. The interactive nature of Internet marketing, both in terms of instant response and in eliciting response, are unique qualities of the medium.
E-Marketing
E-Marketing in Perspective
Acquisition > Continuously attract quality new prospects to your site at the right time Engagement > Engage the visitor, make them more receptive and promote a response Conversion > Convert online prospects into customers Retention > Engender customer loyalty and extend their lifetime value to your business
E-Marketing
Search Engines: Interesting Facts
> 85% of all searches undertaken online are done via search engines* > 75% of users never look further than page one* > Google uses over 100 different criteria to rank your site > Over 6 million web pages uploaded each day* > 55% of users use search engines with the intention of buying a product* > Indexing takes between 2wks and 6mths depending on the search engine > Only 30% of sites submitted are successful in being indexed
*Source: Georgia Institute of Technology
E-Marketing
Following are the few benefits of E-Marketing
Communicability Focus/tailored approach Information Timeliness Cost efficiencies Dynamism/flexibility Global possibilities Multimedia capabilities Interactivity Sales
The benefits of E-Marketing
E-Marketing
Components of E-Marketing
Following are the Components of E-Marketing
Customers (Buyers): impulsive, patient, analytical Sellers and Products Infrastructure Front end Back end Intermediaries Other business partners Support services Digital products
E-Marketing
E-Marketing Mix
In the Context of the customer oriented Internet marketing or e-marketing Product Price Placement Promotion ___________________________________________________________
Others People Process Physical Evidence
E-Marketing
E-Marketing System
E-Marketing
Types of E-Markets
Few E-Markets are E Malls General stores/malls Specialized stores/malls Regional versus global store Pure online organizations versus click-and-mortar stores E Store Front E Market Place Private Sell-side Buy-side Public Consortia
E-Marketing
E-Market Techniques
Some of the well know techniques are Market Segmentation Internet Advertising Register with web directory services Solicited, targeted email (or Internet Direct Marketing)
E-Marketing
Email Marketing: Considerations
KEY TO SUCCESS – RESPECT THE PEOPLE YOU ARE EMAILING TO
> Benefits of email marketing > Managing the target data > Designing the email > Sending the email > Monitoring the response > Legal issues and considerations
E-Marketing
Email Marketing: Benefits
> Low Cost (approximately 1/10th of Direct Mail) > Speed of delivery and response > Personalised communications > Accountability > Proven to work (CTR of 15% are not uncommon) > Branding; Customer Retention; Cross Selling; Up Selling; > Customer Acquisition
E-Marketing
Email Marketing: Managing the Data
> Rent data > Build own data > Offline vs. online management of data > Profile data in a detailed way > Forms: use radio buttons, drop-downs > Free text cannot be used
E-Marketing
Email Marketing: Designing the Email
> First impressions count > Select your subject title with care > Make the call to action clear > Always offer an incentive > Personalise the email (sender/receiver) > Bear in mind the fold and email without graphics > Avoid overuse of graphics and animation <25kb
E-Marketing
Email Marketing: Designing the Email
E-Marketing
> Email clients > Email list vendors > Email bureaus > Timing > Frequency > ISP delays and blocking
Email Marketing: Sending the Email
E-Marketing
Email Marketing: Monitoring the Response
> Sent
> % click of open
> Delivered
> Unsubscribe
> Hard and soft bounces
> Time and day of open
> Unique opens
> Sales, Sales value
> Link Responses
> ROI
> TEXT Click through
> Cleansing data!!
> HTML click through
E-Marketing
Email Marketing: Biggest Mistakes
Not having a contact/targeting strategy Poor welcome strategy, use of event triggers Reactivation strategy, unsubscribe follow-up Not using reminders sufficiently. Integration with direct mails Not interactive – simply direct mail delivered by email Not having list quality targets Number by segment, activity levels Not enough care over from and subject line Not building the email around the call-to-action Not providing sufficient space above the fold Not effective with images blocked Not using tracking sufficiently Not evaluating qualitatively (brand metrics)
E-Marketing
Critical Analysis of E-Marketing
This includes Advantages of E-Marketing Increase your ticket sales, membership or attendances Reduce your costs in terms of spend and staff time Raise the profile of your organisation Provide up-to-date and segmented information TO your customers Provide up-to-date and detailed information about your customers
E-Marketing
Critical Analysis of E-Marketing
This includes Pitfalls of E-Marketing Large e-mails will block up mailboxes and irritate customers E-mails customers mails
about events or services which don’t interest your could lead them to sign off your service or ignore your e-
The people you wish to target may not use the internet E-marketing is only one weapon Not setting out clear objectives
E-Marketing
Future of E-Marketing
The overall impact of the Internet will be enormous, although the emphasis will be more on E-marketing rather than E-commerce Bricks-and-clicks firms will outperform bricks-and-mortar firms and clicks-only firms The growth of new high-speed transmission modes will allow more multimedia capabilities to be incorporated into company Web sites Business-to-business E-commerce consumer E-commerce.
will
far
outstrip
business-to-
E-Marketing
Challenges of E-Marketing
Consumer resistance to online shopping Customer service System breakdowns Speed of site performance Internet connection costs Legal issues Privacy issues Communicating without spam (unsolicited and unwanted E-mail) Clutter Finding a workable business model Expectations of free services Integrating bricks-and-clicks operations Global issues
E-Marketing
Evaluating your online of Market Place
E-Marketing
Summary
Internet is a valuable Marketing tool multifaceted potential marketing roles for the Internet Internet marketing strategy Internet is being utilized to enhance marketing strategies Challenges of using the Internet in marketing and to forecast the future Not ignoringing the mobile internet
E-Marketing
DTI eCommunications Information www.dti.gov.uk/industries/ecommunications Data Protection Act www.informationcommissioner.gov.uk Direct Marketing Association www.dma.org.uk Email Bureau Sources www.ipt-ltd.co.uk www.ecircle-uk.com www.emailvision.co.uk www.responsys.com
Email Marketing: Resources
E-Marketing
Question & Answer
Thank you!
Class Presentation 5th April 2008
Group Members
Faraz Akhtar Farrukh Hussain Khan Ahsan Imtaiz Shahzad
Presented to > Mr. Asim Iftikhar, Class Instructor > Class Mates Subject E Commerce, MBA, Institute of Business Management, Karachi
E-Marketing
Contents of the Presentation
Overview of Marketing Role of Internet in Marketing E-Marketing The benefits of E-Marketing Components of E-Marketing E-Marketing Mix The E-Market System Types of E-Markets E-Market Techniques Critical Analysis of E-Marketing Future and Challenges of E-Marketing Summary
Class Presentation 5th April 2008
E-Marketing
Overview of Marketing
Marketing Marketing is an organizational function and a set of processes for creating, communicating, and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders Three main function of Marketing Facilitation of Transaction and Flow of Information Provide a legal and Regulatory Framework Components of E-Marketing
E-Marketing
Role of Internet in Marketing
E-Marketing
The web has the potential to
Projecting an Image Customer Service Channel Relations Purchase and Inventory Management Information gathering and sharing Data base development Mass Customization Advertising and Sales Promotion Selling Multi Channel Marketing
Role of Internet in Marketing
E-Marketing
E-Marketing
E-Marketing Definition Internet marketing, also referred to as online marketing or eMarketing (or e-Marketing), is the marketing of products or services over the Internet. The Internet has brought many unique benefits to marketing including low costs in distributing information and media to a global audience. The interactive nature of Internet marketing, both in terms of instant response and in eliciting response, are unique qualities of the medium.
E-Marketing
E-Marketing in Perspective
Acquisition > Continuously attract quality new prospects to your site at the right time Engagement > Engage the visitor, make them more receptive and promote a response Conversion > Convert online prospects into customers Retention > Engender customer loyalty and extend their lifetime value to your business
E-Marketing
Search Engines: Interesting Facts
> 85% of all searches undertaken online are done via search engines* > 75% of users never look further than page one* > Google uses over 100 different criteria to rank your site > Over 6 million web pages uploaded each day* > 55% of users use search engines with the intention of buying a product* > Indexing takes between 2wks and 6mths depending on the search engine > Only 30% of sites submitted are successful in being indexed
*Source: Georgia Institute of Technology
E-Marketing
Following are the few benefits of E-Marketing
Communicability Focus/tailored approach Information Timeliness Cost efficiencies Dynamism/flexibility Global possibilities Multimedia capabilities Interactivity Sales
The benefits of E-Marketing
E-Marketing
Components of E-Marketing
Following are the Components of E-Marketing
Customers (Buyers): impulsive, patient, analytical Sellers and Products Infrastructure Front end Back end Intermediaries Other business partners Support services Digital products
E-Marketing
E-Marketing Mix
In the Context of the customer oriented Internet marketing or e-marketing Product Price Placement Promotion ___________________________________________________________
Others People Process Physical Evidence
E-Marketing
E-Marketing System
E-Marketing
Types of E-Markets
Few E-Markets are E Malls General stores/malls Specialized stores/malls Regional versus global store Pure online organizations versus click-and-mortar stores E Store Front E Market Place Private Sell-side Buy-side Public Consortia
E-Marketing
E-Market Techniques
Some of the well know techniques are Market Segmentation Internet Advertising Register with web directory services Solicited, targeted email (or Internet Direct Marketing)
E-Marketing
Email Marketing: Considerations
KEY TO SUCCESS – RESPECT THE PEOPLE YOU ARE EMAILING TO
> Benefits of email marketing > Managing the target data > Designing the email > Sending the email > Monitoring the response > Legal issues and considerations
E-Marketing
Email Marketing: Benefits
> Low Cost (approximately 1/10th of Direct Mail) > Speed of delivery and response > Personalised communications > Accountability > Proven to work (CTR of 15% are not uncommon) > Branding; Customer Retention; Cross Selling; Up Selling; > Customer Acquisition
E-Marketing
Email Marketing: Managing the Data
> Rent data > Build own data > Offline vs. online management of data > Profile data in a detailed way > Forms: use radio buttons, drop-downs > Free text cannot be used
E-Marketing
Email Marketing: Designing the Email
> First impressions count > Select your subject title with care > Make the call to action clear > Always offer an incentive > Personalise the email (sender/receiver) > Bear in mind the fold and email without graphics > Avoid overuse of graphics and animation <25kb
E-Marketing
Email Marketing: Designing the Email
E-Marketing
> Email clients > Email list vendors > Email bureaus > Timing > Frequency > ISP delays and blocking
Email Marketing: Sending the Email
E-Marketing
Email Marketing: Monitoring the Response
> Sent
> % click of open
> Delivered
> Unsubscribe
> Hard and soft bounces
> Time and day of open
> Unique opens
> Sales, Sales value
> Link Responses
> ROI
> TEXT Click through
> Cleansing data!!
> HTML click through
E-Marketing
Email Marketing: Biggest Mistakes
Not having a contact/targeting strategy Poor welcome strategy, use of event triggers Reactivation strategy, unsubscribe follow-up Not using reminders sufficiently. Integration with direct mails Not interactive – simply direct mail delivered by email Not having list quality targets Number by segment, activity levels Not enough care over from and subject line Not building the email around the call-to-action Not providing sufficient space above the fold Not effective with images blocked Not using tracking sufficiently Not evaluating qualitatively (brand metrics)
E-Marketing
Critical Analysis of E-Marketing
This includes Advantages of E-Marketing Increase your ticket sales, membership or attendances Reduce your costs in terms of spend and staff time Raise the profile of your organisation Provide up-to-date and segmented information TO your customers Provide up-to-date and detailed information about your customers
E-Marketing
Critical Analysis of E-Marketing
This includes Pitfalls of E-Marketing Large e-mails will block up mailboxes and irritate customers E-mails customers mails
about events or services which don’t interest your could lead them to sign off your service or ignore your e-
The people you wish to target may not use the internet E-marketing is only one weapon Not setting out clear objectives
E-Marketing
Future of E-Marketing
The overall impact of the Internet will be enormous, although the emphasis will be more on E-marketing rather than E-commerce Bricks-and-clicks firms will outperform bricks-and-mortar firms and clicks-only firms The growth of new high-speed transmission modes will allow more multimedia capabilities to be incorporated into company Web sites Business-to-business E-commerce consumer E-commerce.
will
far
outstrip
business-to-
E-Marketing
Challenges of E-Marketing
Consumer resistance to online shopping Customer service System breakdowns Speed of site performance Internet connection costs Legal issues Privacy issues Communicating without spam (unsolicited and unwanted E-mail) Clutter Finding a workable business model Expectations of free services Integrating bricks-and-clicks operations Global issues
E-Marketing
Evaluating your online of Market Place
E-Marketing
Summary
Internet is a valuable Marketing tool multifaceted potential marketing roles for the Internet Internet marketing strategy Internet is being utilized to enhance marketing strategies Challenges of using the Internet in marketing and to forecast the future Not ignoringing the mobile internet
E-Marketing
DTI eCommunications Information www.dti.gov.uk/industries/ecommunications Data Protection Act www.informationcommissioner.gov.uk Direct Marketing Association www.dma.org.uk Email Bureau Sources www.ipt-ltd.co.uk www.ecircle-uk.com www.emailvision.co.uk www.responsys.com
Email Marketing: Resources
E-Marketing
Question & Answer
Thank you!
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