E - Marketing
OHT 8.1 © Marketing Insights Limited 2004 Chapter 8 E-marketing OHT 8.2 © Marketing Insights Limited 2004 Learning objectives • 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 OHT 8.3 © Marketing Insights Limited 2004 Issues for managers • 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? OHT 8.4 © Marketing Insights Limited 2004 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 OHT 8.5 © Marketing Insights Limited 2004 How do e-tools support marketing? • Identifying – – • Anticipating – – • Satisfying – – • Profitably – – OHT 8.6 © Marketing Insights Limited 2004 Distinguishing e-marketing and e-business • (a) Electronic business has some degree of overlap with electronic marketing. From the discussion of the marketing concept above we can reject this since both e-marketing and e-marketing are broad topics. • (b) Electronic business is broadly equivalent to electronic marketing. This is perhaps more realistic, and indeed some marketers would consider e- business and e-marketing to be synonymous. • (c) Electronic marketing is a subset of electronic business. It can be argued that this is most realistic since e-marketing is essentially customer-oriented and it has less emphasis on supply chain and procurement activities in comparison with e-business. OHT 8.7 © Marketing Insights Limited 2004 The e-marketing plan in the context of other plans Figure 8.1 The e-marketing plan in the context of other plans OHT 8.8 © Marketing Insights Limited 2004 SOSTAC – a generic framework for e-marketing planning Figure 8.2 SOSTAC™ – a generic framework for e-marketing planning OHT 8.9 © Marketing Insights Limited 2004 Inputs to the e-marketing plan from situation analysis Figure 8.3 Inputs to the e-marketing plan from situation analysis OHT 8.10 © Marketing Insights Limited 2004 Demand analysis • 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 are the barriers to adoption amongst customers and how can we encourage adoption?