Emarketing 12 Dec 06
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Introducing The Business School Colin Armistead Professor of Operations Strategy and Management Head of Research Director of the Centre for Organisational Effectiveness 12 December 2006 www.bournemouth.ac.uk
About the Business School •
Teaching: • E.g. BA (Hons) Business Studies with • Marketing • E-Business Management • Enterprise and Consultancy
• MA, MSc, MBA courses
• •
Research degrees: PhD, DBA Services to Business: • Consultancy, short courses, Knowledge Transfer Partnership
•
Research: • E.g. Centre for Organisational Effectiveness • Recent Project: “Surviving Startup” (www.survivingstartup.co.uk)
For more information, please visit: http://business.bournemouth.ac.uk www.bournemouth.ac.uk
E-marketing: An Overview Peter Erdélyi Senior Lecturer in Strategy & Marketing Centre for Organisational Effectiveness (COE) 12 December 2006 www.bournemouth.ac.uk
www.bournemouth.ac.uk
Contents • • • •
What is e-Marketing? Definitions e-Marketing and e-Business Marketing and strategy E-Marketing for micro-enterprises and SMEs • Recent trends • Conclusions www.bournemouth.ac.uk
What is e-Marketing? The simplistic definition: • “e-marketing is the result of information technology applied to traditional marketing.” (Strauss, El-Ansary & Frost 2006)
www.bournemouth.ac.uk
What is e-Marketing? • However, it is easy to lose sight of the big picture, if we only think about e-marketing in the narrowest sense as: • Website marketing • E-mail marketing • Online (banner) advertising • Search marketing www.bournemouth.ac.uk
What is e-Marketing? A more considered definition: • “E-marketing is the use of information technology in the processes of creating, communicating, and delivering value to the customers, and for managing relationships in ways that benefit the organization and its stakeholders.” (Strauss, El-Ansary & Frost 2006) www.bournemouth.ac.uk
The Value Chain
(Porter 1985) www.bournemouth.ac.uk
www.bournemouth.ac.uk
www.bournemouth.ac.uk
What is new about e-Business? 1. 2. 3. 4. 5.
Speed Distance Time Cost Customer expectations
6. Data visibility and integrity 7. New business models 8. Scope 9. Systemic thinking 10. Competitiveness (Clegg et al 2005)
www.bournemouth.ac.uk
E-Business Adoption Ladder The DTI’s e-business adoption ladder: Step 1: a business owns a PC Step 2: uses e-mail Step 3: has a publicly accessible website Step 4: supports on-line ordering Step 5: supports on-line payment Step 6: supports on-line order tracking Step 7: integrates ICT into its fundamental operations (DTI 2001) www.bournemouth.ac.uk
Digital Nervous System Procurement ProcurementFinance Finance/ / Accounting Accounting/ /Control Control Supply SupplyChain Chain Management Management/ /Human Human Resource ResourceManagement Management
Basic Basic Operation Operation
Business Business Reflexes Reflexes
Digital Digital Nervous Nervous System System
Customer Customer Interaction Interaction
(Gates 1999) www.bournemouth.ac.uk
Consumer Consumerrelationship relationship management management/ /Selling Selling chain chainmanagement management/ / Supply Supplychain chain management management
Strategic Strategic Thinking Thinking
www.bournemouth.ac.uk
www.bournemouth.ac.uk
www.bournemouth.ac.uk
www.bournemouth.ac.uk
www.bournemouth.ac.uk
www.bournemouth.ac.uk
www.bournemouth.ac.uk
www.bournemouth.ac.uk
www.bournemouth.ac.uk
www.bournemouth.ac.uk
www.bournemouth.ac.uk
www.bournemouth.ac.uk
“Businesses to adopt YouTube model” “Businesses will soon come to see usergenerated content as an unavoidable part of everyday business, according to Cisco Systems Chief Executive John Chambers.” USA Today, 5 December 2006
www.bournemouth.ac.uk
To summarise… • e-Marketing has to be considered as an integral part of the overall business strategy • E-Marketing/e-Business can offer unique opportunities for micro-enterprises and SMEs to strengthen their competitiveness • The emergence of information and communication technologies (ICTs) is fundamentally changing the business environment, business practices and consumer behaviour • The customer is king, yet the customer doesn’t mind doing some of the work • Ultimately it’s not about technology, it’s about people: relationships, communities and social interaction www.bournemouth.ac.uk
References Clegg, C. W. et al (2005) “Sociotechnical Study of e-Business: Grappling with Octopus.” Journal of Electronic Commerce in Organizations. 3 (1), 53-71 DTI (2001) Business in the Information Age: International Benchmarking Report Fill, C. & K. E. Fill (2005) Business to Business Marketing: Relationships, Systems and Communications. FT Prentice Hall Gates, B. (1999) Business @ the speed of thought. New York: Warner Books. Porter, M.E. (1985) Competitive Advantage: Creating and Sustaining Superior Performance, Free Press Strauss, J., El-Ansary, A. & R. Frost (2006) E-Marketing. 4th ed. Pearson Prentice Hall USA Today (2006) “Chambers: Businesses to adopt YouTube model.” 05/12/2006
www.bournemouth.ac.uk
About the Business School •
Teaching: • E.g. BA (Hons) Business Studies with • Marketing • E-Business Management • Enterprise and Consultancy
• MA, MSc, MBA courses
• •
Research degrees: PhD, DBA Services to Business: • Consultancy, short courses, Knowledge Transfer Partnership
•
Research: • E.g. Centre for Organisational Effectiveness • Recent Project: “Surviving Startup” (www.survivingstartup.co.uk)
For more information, please visit: http://business.bournemouth.ac.uk www.bournemouth.ac.uk
E-marketing: An Overview Peter Erdélyi Senior Lecturer in Strategy & Marketing Centre for Organisational Effectiveness (COE) 12 December 2006 www.bournemouth.ac.uk
www.bournemouth.ac.uk
Contents • • • •
What is e-Marketing? Definitions e-Marketing and e-Business Marketing and strategy E-Marketing for micro-enterprises and SMEs • Recent trends • Conclusions www.bournemouth.ac.uk
What is e-Marketing? The simplistic definition: • “e-marketing is the result of information technology applied to traditional marketing.” (Strauss, El-Ansary & Frost 2006)
www.bournemouth.ac.uk
What is e-Marketing? • However, it is easy to lose sight of the big picture, if we only think about e-marketing in the narrowest sense as: • Website marketing • E-mail marketing • Online (banner) advertising • Search marketing www.bournemouth.ac.uk
What is e-Marketing? A more considered definition: • “E-marketing is the use of information technology in the processes of creating, communicating, and delivering value to the customers, and for managing relationships in ways that benefit the organization and its stakeholders.” (Strauss, El-Ansary & Frost 2006) www.bournemouth.ac.uk
The Value Chain
(Porter 1985) www.bournemouth.ac.uk
www.bournemouth.ac.uk
www.bournemouth.ac.uk
What is new about e-Business? 1. 2. 3. 4. 5.
Speed Distance Time Cost Customer expectations
6. Data visibility and integrity 7. New business models 8. Scope 9. Systemic thinking 10. Competitiveness (Clegg et al 2005)
www.bournemouth.ac.uk
E-Business Adoption Ladder The DTI’s e-business adoption ladder: Step 1: a business owns a PC Step 2: uses e-mail Step 3: has a publicly accessible website Step 4: supports on-line ordering Step 5: supports on-line payment Step 6: supports on-line order tracking Step 7: integrates ICT into its fundamental operations (DTI 2001) www.bournemouth.ac.uk
Digital Nervous System Procurement ProcurementFinance Finance/ / Accounting Accounting/ /Control Control Supply SupplyChain Chain Management Management/ /Human Human Resource ResourceManagement Management
Basic Basic Operation Operation
Business Business Reflexes Reflexes
Digital Digital Nervous Nervous System System
Customer Customer Interaction Interaction
(Gates 1999) www.bournemouth.ac.uk
Consumer Consumerrelationship relationship management management/ /Selling Selling chain chainmanagement management/ / Supply Supplychain chain management management
Strategic Strategic Thinking Thinking
www.bournemouth.ac.uk
www.bournemouth.ac.uk
www.bournemouth.ac.uk
www.bournemouth.ac.uk
www.bournemouth.ac.uk
www.bournemouth.ac.uk
www.bournemouth.ac.uk
www.bournemouth.ac.uk
www.bournemouth.ac.uk
www.bournemouth.ac.uk
www.bournemouth.ac.uk
www.bournemouth.ac.uk
“Businesses to adopt YouTube model” “Businesses will soon come to see usergenerated content as an unavoidable part of everyday business, according to Cisco Systems Chief Executive John Chambers.” USA Today, 5 December 2006
www.bournemouth.ac.uk
To summarise… • e-Marketing has to be considered as an integral part of the overall business strategy • E-Marketing/e-Business can offer unique opportunities for micro-enterprises and SMEs to strengthen their competitiveness • The emergence of information and communication technologies (ICTs) is fundamentally changing the business environment, business practices and consumer behaviour • The customer is king, yet the customer doesn’t mind doing some of the work • Ultimately it’s not about technology, it’s about people: relationships, communities and social interaction www.bournemouth.ac.uk
References Clegg, C. W. et al (2005) “Sociotechnical Study of e-Business: Grappling with Octopus.” Journal of Electronic Commerce in Organizations. 3 (1), 53-71 DTI (2001) Business in the Information Age: International Benchmarking Report Fill, C. & K. E. Fill (2005) Business to Business Marketing: Relationships, Systems and Communications. FT Prentice Hall Gates, B. (1999) Business @ the speed of thought. New York: Warner Books. Porter, M.E. (1985) Competitive Advantage: Creating and Sustaining Superior Performance, Free Press Strauss, J., El-Ansary, A. & R. Frost (2006) E-Marketing. 4th ed. Pearson Prentice Hall USA Today (2006) “Chambers: Businesses to adopt YouTube model.” 05/12/2006
www.bournemouth.ac.uk
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