Internet marketing IP04 by aiilylove

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									                Internet Marketing

          “The internet is a tool and an
           integral part of the modern
               Marketing concept”




Trevor Twyman IP04
 Trevor Twyman IP04
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 Intoduction of the Internet

The growth in use of the internet for
marketing has been dramatic since the
introduction of :-
    ”World Wide Web Browsers”
in the early 1990s

 Trevor Twyman IP04
  Trevor Twyman IP04
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  What is the Internet?
The internet:- ”refers to the physical network
that links computers across the globe. It consists of
the infrastructure of network servers and wide –
area communication links between them
that are used to hold and transport
the vast amout of information
on the internet ”
  Source:- Internet Marketing, Chaffey, R., etal, Chapter 1, page 12 , ISBN 0-273-64309-6



  Trevor Twyman IP04
   Trevor Twyman IP04
                                                                                            3
 History of the Internet
The internet has existed since the late 1960s
and was originally know as the ARPA net.
Mainly used to exchange defence informantion
between US military
personal and academics.




 Trevor Twyman IP04
  Trevor Twyman IP04
                                               4
Commercial Development
It became a commercial proposition in 1993
after research carried out by a Briton, Tim
Bernres-Lee. Who transformed the very
difficult to use tools. Into easy everyday
items for finding out information
for business and consumers.


Trevor Twyman IP04
 Trevor Twyman IP04
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    Electronic Commerce!
    Electronic Commerce Transactions:-
    ”E-commerce transactions are the trading
    of goods and services conducted
    using the Internet and other
    digital media”

Source:- Internet Marketing, Chaffey, R., etal, Chapter 1, page 6 , ISBN 0-273-64309-6



   Trevor Twyman IP04
    Trevor Twyman IP04
                                                                                         6
It’s Bigger than the Internet
Electronic marketing reaches far beyond the
web. Examples:-
Web TV, cell phones & text only browsers .
Cable modem & DSL connections.
Email & newsgroups.
Bar code scanners.


Trevor Twyman IP04
 Trevor Twyman IP04
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What is Internet Marketing?

 Internet Marketing:-
 ”The application of the
 internet and related digitial
 technologies to acheive
 marketing objectives”

  Source:- Internet Marketing, Chaffey, R., etal, Chapter 1, page 6 , ISBN 0-273-64309-6




 Trevor Twyman IP04
  Trevor Twyman IP04
                                                                                           8
What is E-Marketing
Marketing:-
Use of the 4 “P’s” to meet customer,s needs
E – Marketing:- The use of technology to
increase efficiency of marketing.
Increases company profitability
and adds customer value.


Trevor Twyman IP04
 Trevor Twyman IP04
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Ten Rules of E-Marketing
1 Power shift from sellars to buyers
2 Increasing velocity
3 Death of distance
4 Global reach
5 Time compression


Trevor Twyman IP04
 Trevor Twyman IP04
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E-Marketing new rules
6 Knowledge management is key
7 Market deconstruction
8 Interoperabilty
9 Interdisciplinary focus
10 Intellectual capital rules


Trevor Twyman IP04
 Trevor Twyman IP04
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E-Marketing Objectives
Sale Tool:- grow sales.
Customer Service Tool:- add values.
Communication Tool:- get close to customer.
Cost / reduction Tool:- save costs.
Brand Building Tool:- extend the brand on
line.


Trevor Twyman IP04
 Trevor Twyman IP04
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What is E-Business(EB)?

   Defined as the continous optimization of a
   firm’s business through digital technology


 (EB = EC+ BI + CRM + SCM + ERP)




Trevor Twyman IP04
 Trevor Twyman IP04
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EB
Where,
   EC = e-commerce
   BI = business intelligence
   CRM = customer relationship management
   SCM = supply chain management
   ERP = enterprise resource planning


Trevor Twyman IP04
 Trevor Twyman IP04
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E-Business
EC- uses digital technologies to enable
  buying/selling
BI- collecting primary/secondary information
CRM- strategy to satisty customers & build long
lasting relationships; high interaction with
customers




Trevor Twyman IP04
 Trevor Twyman IP04
                                             15
E-Business (continued)
SCM- delivery of products efficiently &
effectively, high interaction with distributors
ERP- optimize business processes & lowering
  costs:-
                        Order entry & purchasing
                      Invoicing & inventory control




Trevor Twyman IP04
 Trevor Twyman IP04
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E-Marketing Challenges &
Opportunitites


Markets
Revenge of the Consumer
Business
Technology

Trevor Twyman IP04
 Trevor Twyman IP04
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Revenge of the Consumer
1930’s
-Caveat emptor (”let the buyer beware”)
2000s
-Consumers have control
What consumers want
Privacy
To safeguard their children
Permission before being sent commercial mail

Trevor Twyman IP04
 Trevor Twyman IP04
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Businesses
Challenges
Quality customer service
Information overload
Opportunities
Ways of generating revenue
Greater interdependence in their value chain



Trevor Twyman IP04
 Trevor Twyman IP04
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Technology
Can lower costs on staff & paperwork
Can be a costly investment
Security issues
New payment instruments
Low bandwidth


Trevor Twyman IP04
 Trevor Twyman IP04
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       The Digital age side effects




Trevor Twyman IP04
 Trevor Twyman IP04
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                      Side Effects
              The SMS message syndrome




Trevor Twyman IP04
 Trevor Twyman IP04
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                The Laptop Disease




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 Trevor Twyman IP04
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                      Burn out




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 Trevor Twyman IP04
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                      Strange Actions




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 Trevor Twyman IP04
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                      Any Questions




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 Trevor Twyman IP04
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