E-Marketing Presentationg - Electronic Marketing

Document Sample
E-Marketing Presentationg - Electronic Marketing Powered By Docstoc
					e-Marketing
Muhammad Shariq
e-Marketing



Definition

“E-marketing is the use of information technology in
  the processes of creating, communicating, and
  delivering value to customers, and for managing
  customer relationships in ways that benefit the
  organization and its stakeholders”

Strauss, El-Ansary and Frost (2006: 3)
e-Marketing




 e-marketing is used as well as traditional channels
   to develop positive, long-term customer
   relationships (whether online or offline)

 and create a competitive advantage for the firm by
   allowing it to charge a higher price for products or
   services than its competitors can charge
e-Marketing


E-marketing

 increases the effectiveness and efficiency of traditional
  marketing functions
 the technology transforms marketing strategies
 opens new global markets and international partnerships
 it results in new business models that add customer value
  and increases profitability
e-Marketing


But e-marketing is more than just using the internet

 converging technologies enhance customer
  relationship management, database management
  and supply chain management
 but in time the “e” of e-marketing will be dropped
  – electronic business will be all pervasive
e-Marketing



The Internet

 provides content
 communicates
 sells
 offers a network function
e-Marketing



Internet Marketing

1.   Display advertising
2.   E-mail marketing
3.   E-mail marketing software
4.   Interactive advertising
5.   Social media optimization
6.   Web analytics
7.   Cost per impression
e-Marketing



Affiliate marketing

 Cost per action
 Contextual advertising
 Revenue sharing
e-Marketing



Search engine marketing

    Search engine optimization
    Pay per click advertising
    Paid inclusion
    Search analytics

(Mobile advertising)
e-Marketing



 marketers use websites to communicate with
  customers
 the goal is to create a strong relationship with the
  customer
 the Internet is used as a direct channel to sell
  services and products
 some websites provide purely digital information
 led to new electronic services facilitated by
  networked computers and mobile devices
e-Marketing



 the transition to the information and knowledge
  age is profound (still in its early stages)
 rapid advances in technology with convergence on
  digital electronic technology
 escalating global competition
 rising consumer expectations for quality, speed of
  response and customisation (individualism)
e-Marketing


 the current web is crude in capabilities and functionality
 it is a rather chaotic test bed for companies
 consumers are learning new modes of interaction and
  consumption
 eases time and place constraints on consumers
 no longer will goods and services be offered primarily at
  the seller’s convenience (power shifts from sellers to
  buyers)
 anytime and anywhere purchasing and consumption will
  be common
 talk of a web 2.0 (private subscriber networks with
  downloads of software, music and other content)
e-Marketing




 communication bandwidths
  will rapidly rise
 terminal equipment will be
  more powerful, smarter, easier
  to use, affordable, portable,
  cheaper, smaller
 the cost of digital storage is
  falling rapidly
e-Marketing



 once hardware and an telecommunications
  infrastructure is in place, an enormous range of
  services can be exchanged at nominal incremental
  cost
 location-independent shopping and banking
 computer-mediated education and training
 on-line professional consultations
 informational, entertainment and leisure services
e-Marketing




 as consumer behaviour changes, the marketing
  function needs to change dramatically
 argued that marketing will be at the centre of
  change
 marketing will become increasingly decentralised
  and fully integrated into business operations
 opportunities to lose as well as gain
e-Marketing



successful marketing in this new environment involves:
 “monocasting”, “pointcasting” and “podcasting” of communications
 mass customisation of all marketing mix elements
 high degree of customer involvement and control
 a more efficient utilisation of marketing resources
 attempts to reduce customer alienation from mis-directed marketing
   stimuli
 increased pressure to deliver greater value
 intense jostling for loyalties of “desirable” customers
e-Marketing


Evolving technology and consumer behaviour

 production technology (CAD-CAM, just-in-time
  production, flexible manufacturing systems)
 distribution technology (computer-assisted logistics,
  scanner, product identification and tracking technologies,
  electronic data interchange, point of sale terminals linked
  to vendors, satellite-based locational systems, automated
  retail and warehouse ordering)
 personal use technologies (huge gains in price-
  performance) with the mobile phone at the centre of rapid
  changes
e-Marketing



As the power and
  pervasiveness of
  technologies grow:

 consumers are in a unique,
  unaccustomed position,
  i.e. not passive
 they have greater control
  of information flows
  between buyers and sellers
e-Marketing



 future consumers will be
  dramatically different from past
  and even present consumers
 they will be more demanding,
  more time-driven, more
  information intensive, highly
  individualistic
 targeted interactive digital
  media allowing advertisers to
  mass customise messages
  allowing user interaction and
  input
e-Marketing




 consumers will in most cases have more
  information about product providers than
  providers will have about consumers
 consumers will dictate the timing and mode of
  communications
 they will determine the time and place of resulting
  transactions
e-Marketing



Lifestyle and Demographic Changes

 rising median age in developed countries
 households progressively more time poor but money rich
  (consumers are redesigning time-consuming tasks, and
  embracing time-saving and time-shifting technologies)
 consumers are demanding hassle-free, “get it right first
  time” service on demand
 increased stress (blurring of traditional family roles,
  increase in autonomy)
e-Marketing



Lifestyle and Demographic Changes

 greater concern for privacy (previous social norms of a
  homogeneous society giving way to pluralistic and diverse
  values)
 legal rights of individuals will be emphasised
 emphasis on safety and security (ageing population, greater
  numbers living alone, feelings of vulnerability)
 personal entrepreneurship (opportunities provided by new
  technologies and rise of niche markets)
e-Marketing



                       Location-free
                                          Digital
                                        commerce




  Time-bound                                 Time-free


       Gravitational
        commerce

                       Location-bound
e-Marketing




 move from time-bound and location-bound
  marketing
 to time-free and location-free marketing
 if a consumer is unable to transact at times and
  locations convenient for them the transaction will
  either not occur or will occur with a different
  supplier (e.g. banking)
 advertising and other forms of information will be
  received “on demand”
e-Marketing



                                                            consumer
                         Automation
                                     Disintermediation      behaviour
                         of
                         consumption and                    trends
                                     reintermediation

                                              Personalisation
              Power shift to
                                              and
              consumers
                                              reaggregation

          Blurring of consumer             Shopping on demand
          and business
          markets

                       Greater value
                       consciousness   Consumers as
                                       co-producers
e-Marketing



Intermediaries

 current marketing practice depends heavily on
  multiple intermediaries in the supply chain
 they add time and place utilities to the product’s
  functional quality
 they provide broader and more convenient access
  to products for a wide range of customers
 they serve as informational conduits
 building an adequate distribution channel is often
  a hurdle in entering a market
e-Marketing



Intermediaries

 electronics mean a high level of accessibility
  almost immediately
 establishes a two-way information flow
 numerous administration tasks can be automated
 huge numbers of customers can be served
  efficiently and effectively
 inventories can be reduced
 leads to growth in support services (e.g. small
  package shipping, orders consolidation)
e-Marketing



Personalisation

 the mass market is splintering into ever smaller
  segments (“mass customisation”)
 but customers are not always looking for
  customised products; may be content with well-
  designed standardised products
 customers may pool purchases (buying consortia)
  to gain better terms and prices
e-Marketing



Consumers as co-producers

 consumers will take on increasingly active roles
  (e.g. designing and customising products
  purchased)
 while consumers take more control over some
  commercial relationships, they will relinquish
  control in other areas (insourcing to outsourcing)
e-Marketing




Greater value consciousness

 consumers will expect to pay less for
    most products (or pay more where
    perceived additional value)
   time is a more valuable currency than
    money for some consumers (trade-offs)
   convenience and simplicity
   ability to easily locate the best price (via
    “price scraping” websites)
   consumers will not keep large stocks but
    want the advantages of large-scale
    buying
e-Marketing




Blurring between consumer and business markets

 lines between home and workplace are rapidly
  blurring
 movement of home-based services to business and
  vice versa is observed with dual-purpose
  applications (e.g. DVD shopping, travel planning,
  legal advice, on-line databases)
e-Marketing



Power shift from marketers to consumers

 savvy consumers will make great use of
  information tools; knowledgeable and demanding
  drivers of marketing activity
 marketers will have to show greater respect for
  consumers (who are increasingly immune to
  marketing hype)
 transactions will be in the context of a complex
  relationship revolving around lifestyle issues
e-Marketing



Power shift from marketers to consumers

 marketing management thus becomes demand
  management (and customer equity management)
 the task of influencing the timing, the level and
  composition of demand in a way that helps the
  organisation achieve its objectives
 customer knowledge becomes the capstone of
  effective marketing (a highly valued corporate
  resource)
 real time interactive relationship marketing
  becomes the norm
e-Marketing



The concept of the personal marketplace

 a repository where participating companies prepare and market
    customised offerings directly to a consumer
   these are categorised by product or service as specified by the
    consumer
   by selecting a particular category, the consumer alerts companies that
    they are a potential customer, and offers flow in
   the customer voluntarily provides as much customising information as
    needed
   participating companies agree not to sell the data they collect outside
    the personal marketplace, and not to use it to market in any other
    channel
e-Marketing



How marketing should respond to these changes

 must simultaneously get smaller and bigger (role will grow
  but numbers of marketers may decrease)
 need to be more technology savvy (including just in time
  capabilities, on-line transaction processing, voice
  recognition, efficient downloading services and logistics)
 learn how to retain customer loyalty (primary focus shifts
  from customer acquisition to relationship management)
e-Marketing

How marketing should respond to these changes

 develop cross-functional teams organised around
  customer needs
 practice interactive one-to-one marketing (far
  beyond current database marketing)
 interactions may take several forms:
    – person to person (marketer interacts with customer)
    – person to system (marketer interacts with customer’s
      “agent”)
    – system to person (marketer’s “agent” interacts with
      customer)
    – system to system (marketer’s agent interacts with
      customer’s agent)
e-Marketing




              Local Market
              Case Study
 Field Force Appraisal
        System


Platinum Pharmaceuticals (Pvt) Ltd.
Agenda
Overview
   – Text
• Training
   – Text
The Appraisal System




  The appraisal system is a mechanism
 to integrate organizational expectations
        with employee performance.
Web Site Address         www.platinumpharma.net/ffas




   Click on Appraisal System
Login Screen




 requires User id and password
    Menu Screen




Click on Conduct Appraisal
Display Name of Field Force
with Team and Designation
                                           Appraisal Screen
         Press Add Button if First Time Appraisal then Press Save button to Save




Competencies and its Rank Description. Click on Option button for getting score
Save Screen
                       Confirm Screen
Press Confirm Button when Complete Appraisal then Press Save button to Freeze
                                 Record
       Instruction of System
 Saving Record
   – Press Add button to enable the screen
   – After Add button press Save button to Save Record
 Edit Record
   – If any changing in Appraisal after saving, Press Edit
     button then press Save button
   – It is not Editable if the Appraisal was Confirmed
 Confirm Record
  – After the Completion of Appraisal, press confirm
    button then press Save button to Confirm Record
 Getting Report
  – Press Print button for Printing
      Process of Appraisal System
Authorized User    authorization
                      System




                     Conduct
                     Appraisal

                                        Database


                  List of Field force
                    by Team wise




                                          Saving Record
                     Shows
                  Competencies
THANK YOU

				
DOCUMENT INFO
Shared By:
Categories:
Tags:
Stats:
views:25
posted:1/30/2011
language:English
pages:50