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    E Marketing

    Uploaded by

    Sourabh Thakkar
    a detailed presentation on e-marketing through web internet, using the techniques of banners, pop-ups etc

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPTX, PDF, TXT or read online from Scribd

    E Marketing

    Uploaded by

    Sourabh Thakkar
    41 views24 pages
    a detailed presentation on e-marketing through web internet, using the techniques of banners, pop-ups etc

    Original Title

    e-marketing

    Copyright

    © Attribution Non-Commercial (BY-NC)

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    PPTX, PDF, TXT or read online from Scribd

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    a detailed presentation on e-marketing through web internet, using the techniques of banners, pop-ups etc

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    41 views24 pages

    E Marketing

    Uploaded by

    Sourabh Thakkar
    a detailed presentation on e-marketing through web internet, using the techniques of banners, pop-ups etc

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    of 24

    E-Marketing Communication

    Presentation Objectives

    The new age consumer and communication. Define integrated marketing communication (IMC) and explain the importance of modern mediums of marketing communication. Describe the characteristics of the major media and the Internets media characteristics. Discuss how marketers use the Internet for advertising, marketing public relations, sales promotions, and direct marketing.

    Consumer behavior is changing

    Technology has changed too..

    Integrated Marketing Communications

    IMC Characteristics:
    Coherence

    Consistency
    Continuity Complementary

    Integrated marketing communications The coordiation of communications channels to deliver a clear,consistent Message.

    IMC is a cross-functional process for planning, executing, and monitoring brand communications. The goal is to profitably acquire, retain, and grow customers.

    How do internet marketing communications differ from traditional marketing communications?


    Interactivity Intelligence Individualisation Integration Industry restructuring Independence of location

    Direct Marketing

    Direct marketing includes techniques such as:


    Telemarketing Outgoing

    e-mail Postal mail, including catalog marketing Targeted online ads Short message services (SMS) Multimedia message services (MMS) Instant messaging (IM)

    Techniques

    E-mail. Permission Marketing. Viral Marketing.

    E-mail (Advantages)

    No postage or Printing Charges. Immediate and direct response. Can be individualized to meet the needs of specific users.

    E-mail (Disadvantages)

    Unsolicited e-mail Difficulty in finding appropriate lists Web site registration Rented from list broker Harvested from newsgroups

    Permission Marketing

    Turning strangers into customers Asking people about what they are interested in Successfull because in return for participation users get coupons, cash or free products

    Viral Marketing - WoM

    Viral marketing is an idea that spreads-and an idea that while it is spreading actually helps market your business or cause.

    Internet Advertising

    Formats
    Banners

    Pop-Ups
    Sponsorships Search
    Key

    Engine Marketing (SEM)

    word advertising Search Engine Optimization

    Marketing Public Relations


    Web Site Blogs Community Building Online Events

    Marketing Public Relations

    Web site
    Improve

    web site in order to increase customer experience Modify web site for special events and days Collect customer data for further interaction Low-cost PR alternative Under satisfactory visiting frequencies

    Marketing Public Relations

    Blogs
    Started

    in 1997 as diaries. Became mainstream & effective since 2004. For sharing info and experience. Created by fans, users & companies.

    Marketing Public Relations

    Brand Communities
    Network

    of customer relationships Built on context and relevance of content Mutual Responsibility Rituals and traditions Celebrate brand history Share brand stories Assimilate new brand users

    Marketing Public Relations

    Online Events
    Generate

    user interest & draw traffic to site.

    Sales Promotion Offer


    Coupons Sampling Contests & Sweepstakes

    Coupons & Sampling

    Coupons
    For

    both online & offline clients Offers include both online and offline advantages

    Sampling
    Free

    testware or partial software Home delivery sampling after online application

    Results
    78% increase in impressions 42% increase in brand
    effectiveness

    To summarize...

    When designing e-marketing communication strategy


    take

    into account the changing media and consumer. the cost and effectiveness of the media. choose between many alternatives that best fit your purpose.
    e-mail

    marketing/online advertising/direct marketing

    measure

    to see results.

    Bibliography

    www.docstock.com www.studymode.com www.slideshare.net www.spotmail.co.uk www.buzzom.com

    thank you

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