E Marketing Flashcards
Defitnion
Achievement of corporate goals through meeting and exceeding custom needs through the utilisation of digital technology
Different websites can be used for different things
Transactional e commerce(amazon) - to sell
Services oriented relationship building websites(pwc global)- to serve,communicate,save
Brand building site(Guinness)- to communicate, brand build and save
Portal or media site(yahoo) - to communicate , save and brand build
Other online presence
Search engine Comparison side User generated content (you tube) Review site Blog
Forms of E business
From business to business (B2B) (Cisco / agents)
From business to consumer (B2C)(amazon /Tesco)
From consumer to business (C2B) (Priceline / compare )
Consumer to consumer (C2C)
Application of E marketing
1st generation
- high volume / low cost
- send and forget
- generally not relevant
2nd generations
- responsible
- poorly segmented
- minimal personalisation
- approaching bulk mail
3rd generation -focus on individual -dialog based Has reply button -minimised output -build brand affinity - mail worth opening
How it works
Customer acquisition To Customer retention To ECRM Information updates Newsletters,reminders Brand affinity building To Generating awareness Extending mail list Attracting traffic to warehouse
And around again
Everything you can do online can be tricked and measured
E.g
Cost per click
Dwell time
Routes taken through website
Cost per interaction
Etc
Benefits of E marketing
Greater convenience in shopping Greater supply of information (e.g. Price comparisons) Less hassle when buying Better quality of information Supply of new products and services Lower prices
Limitations of E marketing
Delivery times Information overload Access to tech Security Cost implications
What makes a good website
Continually updated Easy to navigate Offer in depth information Load quickly Easy to use Testing Maintenance Content strategy and copywriting : Behavioural - purpose in the content Essential-don't publish content just as a space filler Strategic - content musty support business OBJs and be apart of your marketing strat Targeted-diff content for diff platforms adapted for diff consumers
Business markets and buying process
Business buying process- the process where business buyers determine which products and services are needed to purchase and then find, evaluate, and choose among alternative brands
Business markets - differ from consumer markets in:
- Market structure and demand
- nature of the buying unit
- types of decisions and the decision making process
Business market structure and demand
Fewer and larger buyers
Geographic concentration
Derived demand - derives from the demand of consumer goods
Inelastic demand
Fluctuating demand
Difference between B2B and B2C
B2B transactions more complex
B2C does not require
Negotiation for price, delivery, and product specifications
Integrations with other systems
Buying decision process
Industry - problem recognition, need descriptions and product spec,supplier search, proposal solicitation, supplier selection, order routine spec, performance
Consumer- prob rec,info search, veal of alternatives, purchase decisions, post purchase behaviour
Objectives of digital marketing
Sell-grow sales through wider distribution
Serve - add value through extra benefits for customers online
Speak-get closer to customers through creating dialogue with them
Save - save cost through limiting print,store and rent costs
Sizzle-extend the brand online through enhancing the online experience using interactivity with customers
