E-marketing: Int. mrkting has been described as achieving marketing objectives thru applying digital tech. E-marketing focuses on how the internet can be used to achieve the process: identifying: how can the int be used for mrkting research to find out cust. Need and wants Anticipating: the demand for digital service is key to governing the resource allocation to e-bus. Satisfying: a key issue for e-marketing is how to achieve cust. Satifaction thru electronic channel SOSTAC approach Situation: where are we now?(goal performance,emarket place swot_ Objectives: Where do we want to be?(5 S’s Sell Serve Sizzle Speak Save) Strategy: How do we get there? (Segmentation, targeting , positioning) Tactics: How exactly do we get there? (social networking) Action: what is our plan? (Responsibilities and structures) Control: did we get there? (Customers satisfaction serveys) INPUTS to the e-marketing plan e-marketing plan comprises: situation analysis , e-marketing objectives,strategies for target markets, tactics for marketing mix(4 P’s) , actions control and monitoring. Intermediary analysis, competitor analysis, demand analysis, opportunities +threats, SLEPT factors, resource analysis Demand analysis Examines current and projected customer use of each digital channel and different services within diff. target markets it can be determined by asking for each market: What % of cust. Bus. Have acces to the int. – what % of members of the buying unit in this bus. Have acces to the int. – what % of cust. Are prepared to purch. Ur product online. Customer demand analysis 2 parts: org. market (internet access , visit site , purchase influenced , buy online) Customer market( Same ) segmentation Is the identification of diff. groups within a target market in order to develop diff. product offerings and comm. For the groups Stages in target marketing strategy: 1- segmentation(informed by market research and informs market segment definition) 2- target marketing (evaluates and select target segments it is informed by demand analysis and informs select online targeting and target segments) 3- positioning ( identify proposition for each segment ,informs core brand proposition,online value prop.) 4- planning (deploy resources to achieve plan, informed by evaluation of resources and informs online marketing mix restructuring) Diff types of segmentation variables 1.behavior 2.attitude and preferences 3. lifestyle and psychographics 4.demographic profile data 5.unknown
5 Questions To help develop a customer centric strategy for e-marketing -who are our customers -how are their need changing -which do we target -how can we add value -how do we become first choice(positioning ,differential advantage, online value proposition) 6 I’s The difference btwn new media and traditional media has been developed as the 6 I’s: -Interactivity: (enables companies to communicate with customers in a new way) pull marketing, the consumer is pro active with interacting with companies thru actively seeking info thru search engines. Push marketing, comm. Are broadcasts from an advisor to consumer . In interactivity we have dialogue not monologue(2 way feedback) -Intelligence: the int. can be used as a low cost method of collecting marketing research (everytime a user clicks on a link this is recorded and can be analyzed with the web analytics tool) - Individualization: It is as personalization and it is an important aspect of achieving customer relationship management online thru extranets , thru B2B , it is an example of mass customization where generic customer info is supplied for particular segments, this means in a traditional media u send same msg to all the customers but in new media u can send diff. msgs to each customer and have diff feedback from them. -Integration: how the int. can be used as an integrated comm. Tool : as an intermediary btwn company and customer we can have a web an email a phone a mail or a person , the int.can be used as a direct...
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