E-Buisness

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Slide 8.1

Chapter 8
E-marketing

Dave Chaffey, E-Business and E-Commerce Management, 4th Edition, © Marketing Insights Limited 2009

Slide 8.2

Learning outcomes
• Assess the need for separate e-business and e-marketing strategies • Create an outline e-marketing plan intended to implement the e-marketing strategy • Distinguish between marketing communication characteristics of traditional and new media.

Dave Chaffey, E-Business and E-Commerce Management, 4th Edition, © Marketing Insights Limited 2009

Slide 8.3

Management issues
• How do we integrate traditional marketing approaches with e-marketing? • How can we use electronic communications to differentiate our products and services? • How do we redefine our marketing and communications mixes to incorporate new media?

Dave Chaffey, E-Business and E-Commerce Management, 4th Edition, © Marketing Insights Limited 2009

Slide 8.4

E-marketing
• The definition of marketing by the Chartered Institute of Marketing (http://www.cim.co.uk/) is: Marketing is the management process responsible for identifying, anticipating and satisfying customer requirements profitability

• Which e-marketing tools can assist?
– Web, e-mail, databases, wireless and digital television
Dave Chaffey, E-Business and E-Commerce Management, 4th Edition, © Marketing Insights Limited 2009

Slide 8.5

How do e-tools support marketing?
• Identifying
– –



Anticipating –




Satisfying
– –

• Profitably –

Dave Chaffey, E-Business and E-Commerce Management, 4th Edition, © Marketing Insights Limited 2009

Slide 8.6

Figure 8.1

The operational and management processes of e-marketing
Dave Chaffey, E-Business and E-Commerce Management, 4th Edition, © Marketing Insights Limited 2009

Source: Econsultancy (2008)

Slide 8.7

Figure 8.1

The operational and management processes of e-marketing (Continued) Dave Chaffey, E-Business and E-Commerce Management, 4th Edition, © Marketing Insights Limited 2009

Source: Econsultancy (2008)

Slide 8.8

Figure 8.2

The e-marketing plan in the context of other plans
Dave Chaffey, E-Business and E-Commerce Management, 4th Edition, © Marketing Insights Limited 2009

Slide 8.9

Figure 8.3

SOSTAC™ – a generic framework for e-marketing planning
Dave Chaffey, E-Business and E-Commerce Management, 4th Edition, © Marketing Insights Limited 2009

Slide 8.10

Figure 8.4

Usage of detailed e-marketing plans in e-commerce organizations Dave Chaffey, E-Business and E-Commerce Management, 4th Edition, © Marketing Insights Limited 2009

Source: Econsultancy (2008)

Slide 8.11

Figure 8.5

Inputs to the e-marketing plan from situation analysis
Dave Chaffey, E-Business and E-Commerce Management, 4th Edition, © Marketing Insights Limited 2009

Slide 8.12

Demand analysis questions
• What percentage of customer businesses have access to the Internet? • What percentage of members of the buying decision in these businesses have access to the Internet? • What percentage of customers are prepared to purchase your particular product online? • What percentage of customers with access to the Internet are not prepared to purchase online, but are influenced by web-based information to buy products offline? • What is the popularity of different online customer engagement devices such as Web 2.0 features such as blogs, online communities and RSS feeds? • What are the barriers to adoption amongst customers of different channels and services and how can we encourage adoption? Dave Chaffey, E-Business and E-Commerce Management, 4th Edition, © Marketing Insights Limited 2009

Slide 8.13

Figure 8.6

Example SWOT analysis
Dave Chaffey, E-Business and E-Commerce Management, 4th Edition, © Marketing Insights Limited 2009

Slide 8.14

Figure 8.6

Example SWOT analysis (Continued)
Dave Chaffey, E-Business and E-Commerce Management, 4th Edition, © Marketing Insights Limited 2009...
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