INTRODUCTION TO

E-MARKETING

eMarketing eXcellence by Dave Chaffey and PR Smith

 Digital Marketing
Digital marketing (also known as data-driven marketing) is an umbrella
term for the marketing of products or services using digital technologies,
mainly on the Internet, but also including mobile phones, display
advertising, and any other digital medium.
Why DM is important?
On-page vs. Off page SEO
Bad site architecture
Back Linking
Online value proposition
Sloppy e-marketing
Situation: The wired-up world
Marketplace migrates into the E-market space
• Internet continues to grow rapidly and across borders

• In China there are more mobile phone subscribers than the population of the US

• In Japan, the usage of the web by mobile user nearly equals those by PC

Everything will be wired up ”connected to the Internet”

• Interactive “digital TV and radio”, Cars, mobile phones, palm tops, planes, trains
and automobiles etc..
 B2C and B2B
The Past:
• Marketing used to learn from FMCGs like ”Coca-Cola and Heinz”.

• B2B marketing, was considered to be less exciting than B2C.

Currently:
• Salesforce has used content marketing to fuel dramatic growth.

• General Electric made the decision to totally procure online.

• Covisint served as an e-procurement platform for Ford & General Motors.

 C2B and C2C
C2C
• Such as eBay and communities of interests such as “sport & films”
• Encouraged by the growth of the ‘Big 4’ social networks
• They are reducing consumption of other forms of traditional media
• Social Interactions have gained importance

C2B
• A potential buyer approaches a marketplace of sellers who (the seller) then
compete for the sale
• Priceline and Kelkoo follow this model
• Customers developing their own content online, known as user generated
content (UGC)
B2C, B2B, C2B and C2C

Instagram
blogging
80% of China's online shopping market is dominated by Alibaba.

Transactions on its online sites totaled $248 billion last year exceeding
eBay and Amazon.com combined.
e-definitions
E-commerce:
• Selling and purchasing online “ the ability to transact online”.
• This includes “e-tailing, online banking and shopping”.
• Does not include the marketing nor the back office administration processes.

E-business:
• Automation of all the business processes in the value chain – from purchasing of
raw materials, to production, stock holding, distribution and logistics, sales and
marketing, after sales, invoicing, debt collection and more.
• It creates the ability to run a business online.
e-definitions
E-marketing
• Be closer to customers to understand them better
• Maintain a dialogue with them
• Adding value to products
• Widening distribution channels
• Boosting sales
• Running e-marketing campaigns
• Using digital media channels such as search marketing, online
advertising and affiliate marketing
e-definitions
E-marketing
• It also includes using the website to facilitate customer leads, sales and
managing after sales service

• Simply, e-marketing is marketing online whether via web sites, online ads,
opt-in e-mail, interactive kiosks, interactive TV or mobiles

• It is broader than e-commerce since it is not limited to transactions but

includes all processes related to marketing
E-marketing in action: Vets Now creates a community through a Facebook
Park Bench and Scratching Post
A Multi-channel Communications Strategy
 A paid search ad or content in natural search results.
 A sequence of follow-up ads (behavioral targeting).
 Web analytics to utilize digital media channels which generate the most
cost-effective response.
 Personalized web recommendations, direct mail and phone
communications to educate the customer about the brand.
 Follow-up emails to reduce online attrition.
 Relevant personalized promotions. Amazon recommendations are the
best-known.
 Following up on customer product or promotion interest.
 Messages stay engaging, relevant and do not become too intrusive.
 Using the best channel(s) for the customer and the right channel for the
company.
 Getting the offer right.
THE CUSTOMER-LED BUSINESS
The UK Chartered Institute of Marketing define marketing as:

‘The management process responsible for identifying, anticipating and satisfying

customer needs profitably’.

Taking a web site as a major part of e-marketing, how it can fulfill the definition of
marketing.
 THE CUSTOMER-LED BUSINESS
• Identify needs:
• From customer comments, requests and complaints solicited via the web site’s e-mail, chat
rooms
• Observing new customer groupings identified by data-mining through customer data, sales
and interests (web analytics)
• Online surveys (improve the site, requesting suggestions)

• Anticipate customer needs:

• By asking customers questions and engaging them in a dynamic dialogue built on trust
• Collaborative filtering (Amazon.com)
• Sophisticated profiling techniques using (data mining and cookies). Knowing your interests
without knowing your name
 THE CUSTOMER-LED BUSINESS
• Satisfy needs:
• Prompt responses, punctual deliveries, order status updates, helpful reminders, after sales
services.

• Added value services combined with the dynamic dialogue

• The dialogue maintains permission to continue communicating.

• It adds value by delivering useful content in the right context.

 E- Marketing Objectives
1 Sell: Grow sales (through wider distribution, promotion and sales).

2 Serve: Add value (give customers extra benefits online).

3 Speak: Get closer to customers (by tracking them, asking them questions,

creating a dialogue, learning about them).

4 Save: Control costs (of service, promotions, sales transactions and

administration, print and post) and so increase profits on transactions.

5 Sizzle: Extend the brand online. Reinforce brand values in a totally new

medium.
E- Marketing objectives
E-Marketing objectives
Ultralase Grow Visits And Sales Through Clearly Defined
Objectives

Sell – a prominent call to action ‘above-the-fold’ of the site encourages

permission marketing with an offer of a DVD which is still relevant for a high-
involvement decision and is aimed to ultimately lead to a consultation.

Serve – service quality is shown by records of customer treatment on a

separate domain (http://thegiftofsight.com). Service is delivered by specially
formulated frequently asked questions (FAQs).

Speak – the site highlights three key user tasks responding to consumer
concerns; i.e. quality, cost and booking a consultation.
Ultralase Grow Visits And Sales Through Clearly Defined
Objectives

Save – Ultralase have invested in online media such as search marketing and
PR which can be more cost-effective than offline media to drive awareness
when prospects are looking for this service. The content on the site also
reduces the need for more expensive brochures in mailings.

Sizzle – the site features patients’ stories and makes surgeons more
accessible. Key messages are delivered through a high-impact carousel at
the top of the page.
 E-Strategy

Strategy summarizes how to achieve objectives

It is influenced by
• Objectives prioritization (sell, serve, speak, save and sizzle)

• The resources available

E-marketing strategy
• Is a channel strategy where electronic channels and digital media support other
communications and distribution channels

• It should identify target markets, positioning, Online Value Proposition, the choice of mix of
digital media channels to acquire new customers and contact strategies to welcome and
develop existing customers
 E-marketing Tactics, Actions And Control
Tactics:
• Are the details of a company strategy

• Tactical e-tools include:

• Web site, opt-in e-mail, digital media channels such as paid search and
display advertising, virtual exhibitions and sponsorship

• Tactics require an understanding of what each e-tool can and cannot do

• Tactics may also involve where and how each tool is physically used, whether
with a kiosk, interactive TV, mobile or alternatives
 E-marketing Tactics, Actions And Control
Actions:
• Include project planning and implementation

• Also requires an appreciation of what can go wrong (libel, viruses, mail

bombs, hackers)

• Create a contingency (emergency) plan

• What happens when the server goes down?

• What happens if one of the e-tools is not working?

 E-marketing Tactics, Actions And Control
Control:
• Involves assessing the results against objectives

• Regular review of what ’s working and what ’s not with continuous improvement

• Which tools are giving the best return on investment? Why?

• Measuring number of hits, number of conversions, churn rate

• Control also includes competitive intelligence

• Monitoring your competitors ( what they’re doing; what works for them; what
they’re stopping)

• E-tactics or even the e-strategy can be changed if necessary