1、E-Marketing/8EChapter 1Past,Present,and FutureChapter 1 Objectives Explain how the advances in internet and information technology offer benefits and challenges to consumers,businesses,marketers,and society.Distinguish between e-business and e-marketing.Explain how increasing buyer control is changi
2、ng the marketing landscape.Understand the distinction between information or entertainment as data and the information-receiving appliance used to view or hear it.Identify several trends that may shape the future of e-marketing,including the semantic Web.1-220183 If transparency1.0 was allabout thee
3、xcitementatbeing ableto seeexactlywhatother(real!)people thought about products orservices;transparency2.0 saw this becomejust a defaultelement of decision-making;nowtransparency3.0 willbeabout makingalmostallaspects of the transactionandexperiencetransparent:manufacturing,pricing,reviews,popularity
4、,and even personal relevance.trend February 2012 saw KLMrollout itsMeet&Seatinitiative.The optional service allowspassengers to linktheir booking to theirFacebook orLinkedIn profileand select aseatnext to the individuals they find mostinterestingimpact4https:/youtu.be/BgAlQuqzl8oE-business,E-commerc
5、e,E-marketing E-business is the optimization of a companys business activities using digital technology.E-commerce is the subset of e-business focused on transactions.E-marketing is the result of information technology applied to traditional marketing.1-52018E-Marketing Is Bigger than the Web The We
6、b is the portion of the internet that supports a graphical user interface for hypertext navigation with a browser.The Web is what most people think about when they think of the internet.Electronic marketing reaches far beyond the Web.1-620187PropertyMarketing ImplicationsBits,not AtomsInformation,pr
7、oducts,and communication in digital form can be stored,sent,and received nearly instantaneously.Text,audio,video,graphics,and photos can all be digitized,but digital products cannot be touched,tasted,or smelled.Mediating TechnologyPeer-to-peer relationships,such as auctions,social networks,and busin
8、ess partnerships,can be formed regardless of geographic location.Technology allows timely communication and data sharing,as with businesses in a supply chain.8PropertyMarketing ImplicationsGlobal Reach Opens new markets and allows for worldwide partnerships,employee collaboration,and salesperson tel
9、ecommuting.Network Externality Businesses can reach more of their markets with automated communication,and consumers can disseminate brand opinions worldwide in an instant.9PropertyMarketing ImplicationsTime Moderator Consumers hold higher expectations about communication with companies and faster w
10、ork processes within companies.Information Equalizer Companies employ mass customization of communication,and consumers have more access to product information and pricing.Scalable Capacity Companies pay for only as much data storage or server space as needed for profitable operations and can store
11、huge amounts of data.10PropertyMarketing ImplicationsOpen Standard Companies can access each others databases for smooth supply chain and customer relationship management,which connects large and small firms.Market Deconstruction Many distribution channel functions are performed by nontraditional fi
12、rms(e.g.,E and online travel agents)and new industries emerged(e.g.,ISPs).Task Automation Self-service online lowers costs and makes automated transactions,payment,and fulfillment possible.Timeline 1969ARAPNET commissioned by U.S.Department of Defense for academic and military use.1975First mailing
13、list created to use the new computer network.1979USENET established to host discussions.First post in 1981.Later managed by Google Groups(800 million archived messages).1984Number of connected computer hosts reaches 1,000.1987Number of connected computer hosts reaches 10,000.First e-mail connection
14、with China.1988First virus,affects 10%of the 60,000 hosts.1-112018Timeline 1993Early Web sites appear and business and media take notice.1994First banner ads,“Jerry and Davids Guide to the World Wide,”appear on (later named Yahoo!).1995eBay opens its doors and disrupts the classified advertising bus
15、iness.2000N shows the world that peer-to-peer networking can work.Businesses show that e-commerce doesnt always work(the dot-com crash).2002Running your own blog is now considered hip.1-122018Timeline 2003Recording Industry Association of America(RIAA)sues 261 people for illegal music downloading.20
16、0416%of the worlds population uses the internet.Businesses figure out how to be profitable with e-business models.201234.3%of the worlds population is online.Internet usage in industrialized nations reaches maturity.Social media use moves the balance of power from organizations to internet users.201
17、751.7%of the worlds population is online.Internet usage in developing nations grows increasingly popular.Corporate social media use becomes an accepted business practice among companies and consumers.1-1320182001 Gartner Hype Cycle1-142018The E Drops from E-Marketing Gartner predicted that the e wou
18、ld drop,making e-business just business and e-marketing just marketing.Nevertheless,e-business will always have its unique models,concepts,and practices.The e-marketing landscape is changing rapidly due to consumer-generated content,mobile internet access,social media and disruptive technologies.1-1
19、52018Internet-time Analogy1-1620181949 Atomic1929 Quartz Crystal 1600s Mechanical1583 AD Pendulum3500 BC SundialInternet is here in 2017Percentage of U.S.Internet Users Who Use the Top Social Networks 2016 1-172018Facebook users79%Twitter users24%Pinterest users31%LinkedIn users29%Instagram users32%
20、Lets Get Technical Themes Superior content beats out a superior delivery platform.Over time,the inferior delivery platform will catch up in quality Younger users drive these trends in two ways Younger users tend to be more price sensitive Younger users value constant connectivity18Stepping Stones to
21、 Web 3.0 Higher bandwidth Faster connection speeds Artificial intelligence Seamless social networking Modular Web applications1-192018The Future:Web 3.0 Sir Tim Berners-Lee,coinventor of the World Wide Web,has been working on technology to organize online data for greater user convenience,i.e.,the s
22、emantic Web.Users can easily find information based on its type.The value of the semantic Web is information on demand.Experts believe the semantic Web will become a reality over the next decade.1-202018E-Marketing/8EChapter 2Strategic E-Marketing andPerformance Metrics201822 Now,withmore consumerst
23、hanever prettymuchconstantlyonlineand plugged intosocial networks,itsnever been easier forshopperstoharness the power of the crowdin new and innovativeways(crowdsourcing).trend AustraliansiteFlightFoxallowstravelerstosetup a contestwhere online travelexperts cancompete tofind the bestavailable price
24、s forfuture trips.Userspayan AUD 29finders fee(refundable if a cheaper flight isfoundwithin48hours),and the site claimstosave peopleAUD 369per tripon average.impactChapter 2 Objectives Explain the importance of strategic planning,strategy,e-business strategy,and e-marketing strategy.Identify the mai
25、n e-business models at the activity,business process,and enterprise levels.Discuss the use of performance metrics and the Balanced Scorecard to measure e-business and e-marketing performance.Enumerate key performance metrics for social media communication.20182-23Strategic Planning The process of de
26、veloping and maintaining a strategic fit between the organizations goals and capabilities and its changing market opportunities.Process identifies firms goals for Growth Competitive position Geographic scope Other objectives,such as industry,products,channels,etc.20182-24ESP:Environment,Strategy,and
27、 Performance The ESP model illustrates the relationships among environment,strategy,and performance.A SWOT analysis of the business environment(E)leads to the development of strategy(S)and the measurement of performance(P).Performance metrics are designed to evaluate effectiveness and efficiency of
28、e-business and e-marketing operations.20182-25ESP model focuses on strategy and performance20182-26Strategy Strategy is the means to achieve a goal.E-business strategy Deploys enterprise resources to reach performance objectives and create competitive advantage.E-marketing strategy Capitalizes on in
29、formation technology to reach specified objectives.20182-27Level of Commitment to E-Business20182-28Pure Play Pure plays are businesses that began on the internet.They represent the final level of the pyramid.Pure plays face significant challenges.They must compete as new brands.They may need to tak
30、e customers away from established businesses.Some pure plays have redefined industries:Yahoo!,Google,Twitter,Flickr,and eBay.20182-29Business Models A company will select one or more business models as strategies to accomplish enterprise goals.An e-business model is a method by which the organizatio
31、n sustains itself in the long term using information technology,which includes its value proposition for partners and customers as well as its revenue streams.20182-30SELECTING A BUSINESS MODEL Components of business model selections:20182-31Customer valueScopePriceRevenue sourcesConnected activitie
32、sImplementationCapabilitiesSustainabilityActivity-Level E-Business Models1.Online purchasing2.Order processing3.E-mail4.Content publishing5.Business intelligence(BI)6.Online advertising and public relations(PR)7.Online sales promotions8.Pricing strategies 9.Social media communication10.Search market
33、ing20182-32Business Process-Level E-Business ModelsCustomer relationship management(CRM)Knowledge managementSupply chain managementCommunity buildingAffiliate programsDatabase marketingEnterprise resource planning(ERP)Mass customizationCrowdsourcingFreemiumLocation-based marketing20182-33Enterprise-
34、Level E-Business ModelsE-commerce refers to online transactions:selling goods and services on the internet.Social commerce uses social media to facilitate online sales.Direct distribution is when manufacturers sell directly to consumers.Content sponsorship is a form of e-commerce in which companies
35、sell advertising on their Web pages,YouTube videos,or other online media.A portal is a point of entry to the internet that combines diverse content from many sources.20182-34Enterprise-Level E-Business Models,cont.Social network sites are those that bring users together to share interests and person
36、al or professional profiles.Online brokers are intermediaries who assist in the purchase negotiations without actually representing either buyers or sellers.Manufacturers agents represent more than one seller.Purchasing agents represent buyers.20182-35Performance Metrics Inform Strategy Performance
37、metrics are specific measures designed to evaluate the effectiveness and efficiency of operations,online and offline.Performance metrics:Provide measurable outcomes.Must be easy to understand and use.Must be actionable.Can motivate employees to make decisions that lead to desired outcomes.20182-36We
38、b Analytics Web analytics is the e-marketing term for the study of user behavior on Web pages.Metrics measure activities such as:Click throughs from advertising.Page views.Number of comments posted on a blog.Number of fans on a company Facebook page.Conversions to sales.20182-37Data Collection Data
39、for Web analytics are collected in several ways:Website server logs Cookie files Page tags Geolocation20182-38Metrics Used to Measure Internet Marketing Performance20182-39The Balanced Scorecard The Balanced Scorecard provides a framework for understanding e-marketing metrics.The Balanced Scorecard
40、provides 4 perspectives.Customer perspective Internal perspective Learning and growth perspective Financial perspective20182-40The Balanced Scorecard:Customer Perspective The customer perspective scorecard includes ways to measure goals such as customer satisfaction,engagement and retention.Loyalty
41、and satisfaction measures may include percentage of visitors who return to site,time between visits,and shopping cart abandonment.Customer engagement could include the number of comments,photos or videos posted.20182-41The Balanced Scorecard:Internal Perspectives The Internal perspective includes wa
42、ys to measure goals related to the quality of online services and measures for the entire supply chain.Number of customers who use service Number of complaints in social media Amount of time to answer customer e-mail Number of updates per day20182-42The Balanced Scorecard:Learning and Growth Perspec
43、tives The learning and growth perspective scorecard includes human resources,product innovation and continuous improvement of marketing processes.Number of new service products to market Number of customer complaints and fixes Number of conversions from online leads20182-43The Balanced Scorecard:Fin
44、ancial Perspectives The financial perspective scorecard includes ways to measure financial goals such as sales,profits and return on investment(ROI),including:Sales growth and market share.Average order value.Individual customer profit.20182-44Social Media Performance Metrics Unique visitors Page vi
45、ews Impressions Number of searches Search engine ranking Number of followers,registrations,or subscribers 20182-45201846Brand Health Metrics Share of Voice(SOV)Sentiment Brand influence20182-47Engagement Metrics Content viewership Tagging,bookmarking or“likes”Membership/Follower Number of shares Con
46、tent creation20182-48Action&Innovation Metrics Action metrics Click-through to an advertisers site.Contact form completion or registration.Event attendance.Purchase.Innovation metrics Number of ideas shared.Trend spotting.20182-49E-Marketing/8EChapter 3The E-Marketing PlanChapter 3 Objectives Discus
47、s the nature and importance of an e-marketing plan and outline its seven steps.Show the form of an e-marketing objective and explain the use of an objective-strategy matrix.Describe the tasks that marketers complete in tiers 1 and 2 as they create e-marketing strategies.List some key revenues and co
48、sts identified during the budgeting step of the e-marketing planning process.20183-2The E-Marketing Planning Process The e-marketing plan is a blueprint for e-marketing strategy formulation and implementation.Links the firms e-business strategy with technology-driven marketing strategies.The plan se
49、rves as a road map to guide the firm,allocate resources,and make adjustments.20183-52E-Marketing Plan 20183-53Legal EthicalTechnologyCompetitionOther FactorsinternetMarketsEE-Marketing PlanSWOTE-BusinessStrategySPE-Marketing StrategyE-Marketing MixCRMPerformance MetricsTwo Common Types Of Plans Napk
50、in Plan Entrepreneurs may jot down ideas on a napkin or pad of paper.Large companies might create a just-do-it,activity-based,bottom-up plan.These ad hoc plans may work and are sometimes necessary,but not recommended.The Venture Capital E-Marketing Plan is a more comprehensive plan for those seeking
