E-Marketing

The marketing conducted over the Internet

Why matters? : Two-way communication / Instantaneous / Spontaneous
E-Marketing, Internet Marketing, Online Marketing and Digital Marketing are
frequently interchanged.
E-Marketing is the process of marketing a brand (company, product, or
service) using the Internet through computers and mobile devices.
By such a definition, E-Marketing encompasses all the activities a business
conducts via the worldwide web with the aim of attracting new business,
retaining current business and developing its brand identity.
Next
What’s new in 2020?
• The Covid-19 pandemic impacted all types of ad spending, including digital, in 2020. Digital ad spending
worldwide increased by less than 5% in 2020 but is expected to resume growing at double-digit rates in 2021
and continue to comprise an ever-increasing share of all ad spending, reaching almost 65% by 2024.
• Mobile advertising is the platform for over 70% of all digital advertising spending.
• Search engine marketing and advertising remains important, but its rate of growth is slowing somewhat
compared to other formats. Search ad spending remained relatively flat in 2020 due to the Covid-19
pandemic, but is expected to resume growing at a faster pace in 2021.
• Digital video ads remain the fastest-growing ad format.
• Social network advertising and marketing spending continues to expand.
• Viewability issues and ad fraud continue to cause concerns for marketers.
• Native advertising and other forms of content marketing rise.
• Big data: online tracking produces oceans of data, challenging business analytics programs.
• Cloud computing makes rich marketing content and multi-channel, cross-platform marketing a
reality.
• Programmatic advertising (an automated, technology-driven method of buying and selling
display and video ads) takes off.

• Targeted advertising based on behavioral tracking leads to growing privacy awareness and
fears.
• Marketers become increasingly concerned about placement of their ads next to
controversial online content, giving rise to advertising boycotts and companies focusing on
brand safety.
Distinct Features of Online Customers
•The days of rapid growth in the Internet population are over. But, increasing
intensity and scope of use.

•Improved ‘inequality’ —> More diverse customers

•Type of Internet Connection: High Broadband, Increasing the Mobile impacts
•Community Effects: Social Contagion in Social Networks
 if the consumer decision-making process can be understood, firms will have a much
better idea how to market and sell their products. Figure 6.1 illustrates a general con-
sumer behavior model that takes into account a wide range of factors that influence a

Consumer Behavior in General

FIGURE 6.1 A GENERAL MODEL OF CONSUMER BEHAVIOR

Consumer behavior models try to predict the decisions that consumers make in the marketplace.
SOURCE: Based on Kotler and Armstrong, Principles of Marketing, 13e, 2009, Pearson Education.
 FIGURE 6.2 Consumer Decision Process
THE CONSUMER DECISION PROCESS AND SUPPORTING COMMUNICATIONS

Consumer Decision Process

Awareness— Search Evaluation of Purchase Post-purchase

Need Recognition Alternatives Behavior—Loyalty

Online Marketing Communications

Targeted display ads Search engines Search engines Online promotions Communities of
Targeted e-mail ads Online catalogs Site Online catalogs Site Discounts Targeted consumption
Social media visits Targeted e-mail visits Product reviews e-mail Flash sales Newsletters
Social networks User evaluations Customer e-mail
Social networks Online updates
Social networks
Offline Marketing Communications
Mass media TV Catalogs Print ads Reference groups Promotions Direct Warranties Service calls
Radio Print media Mass media Sales Opinion leaders Mass mail Mass media Parts and repair
Social networks people Product raters media Product raters Print media Consumer groups Social
Store visits Social Store visits Social networks
networks networks
Typical Online Marketing
•search engine marketing __
•display ad marketing (including banner ads, rich media ads, video ads,
and sponsorships)
•e-mail marketing
•affiliate marketing
•viral marketing
•lead generation marketing
•one-to-one marketing: using cookies, recommendation, behavior
targeting (interest-based advertising)
Search Engine Marketing
• Search engine marketing refers to the use of search engines to build and sustain brands.
• Types of SEM
• Organic Search : inclusion and ranking of sites depends on a more or less unbiased
application of a set of rule imposed by the beach engine
• Paid inclusion: for a fee, guarantees a website’s inclusion in its list of sites.
• Google claims that it does not permit firms to pay for their rank in the organic results,
although it does allocate sponsored links at the very top of their pages, albeit labeling
them as “Sponsored Links.”
• Pay-per-click (PPC): Keyword Ads (Google Ads)
• Network keyword Ads: Join the networks and allow the search engine to place relevant ads
on their sites.
• Search Engine Optimization (SEO): the process of improving the ranking of web pages with
search engines by altering the keywords, content and design of web pages and site, so it can
be easily read by search engine programs. Back
Display Ad Marketing
• Display ads include a number of different types of ads, including banner ads, rich
media ads, and video ads.
• Sponsorships and native advertising are also considered types of display ad
marketing.
• Trillions of display ads are served annually on desktop and mobile devices.
• The top four display ad companies in 2020 were Facebook (including Instagram),
Google, Twitter, and Baidu, which together were expected to account for almost
55% of worldwide display ad revenue.

Back
E-mail Marketing
• Direct e-mail marketing messages are sent to an opt-in audience of Internet users who
have expressed an interest in receiving messages from the advertiser.
• Benefits:
• Target by region, demographic, time of day, or other criteria
• Mass reach
• Able to track and measure response
• Personalize the content and tailor offers
• Cost effective

Back
 Affiliate Marketing
• Affiliate marketing is a business
model where you sell other business’
products and make a commission on
sales.
• Average commissions commonly
around 10%-20%, but you can
sometimes get paid up to 50% — it
all depends on whose products you
sell. Back
Social Marketing
•With the rapid growth of Facebook and other social network sites, the explosive growth of smartphones
beginning with Apple iPhone in 2007 —> Growing interest in social marketing.
•Marketing Concept —> “Conversations” and “Engagement.”
•The objectives of traditional online marketing: Put your business’s message in front of as many visitors as
possible and hopefully encourage them to come to your website to buy products and services, or to find out
more information.
•But the objectives of Social Marketing :
•to encourage potential customers to become fans of company’s products and services, and engage with
business by entering into a conversation with it.
•to encourage your business’s fans to share their enthusiasm with their friends, and in so doing create a
community of fans online.
•ultimately, to strengthen the brand and drive sales
Mobile Marketing
•Mobile marketing involves the use of mobile devices such as smartphones and tablet computers to
display banner ads, rich media, video, e-mail, text messaging, in- store messaging, QuickResponse (QR)
codes, and couponing.
•Why does Mobile Marketing Matters?
•According to Deloitte’s Global Mobile Consumer Survey, consumers check their smartphones an
average of 52 times a day (Deloitte, 2018). Most mobile phone users keep their phone within arm’s
length 24 hours a day. For many, it’s the first thing they check in the morning, the last thing they
check at night, and the first tool to use when there’s a question of where to go, what to do, and
where to meet up.
•The rapid switch of consumers from desktop platforms to mobile devices is driving a surge in
mobile marketing —> almost 60% of Amazon shoppers identified mobile devices as their primary
choice for shopping on Amazon
How People Actually Use Mobile Devices
•Where: the majority of mobile minutes actually occur in the home
•How Long: In US, Americans spend over 6 and a half hours with digital media on average daily, and over
three and three-quarters of these hours are spent using mobile devices
•For What: entertainment, not shopping or buying, is the primary focus (at least in terms of time) for mobile
device users
•Of the over three and three-quarters hours a day that people in the United States spend using their
mobile devices, over one hour is spent listening to music, almost 50 minutes on social networks, almost
40 minutes on watching video, and over 20 minutes playing mobile games
•As the size of smartphone screens has grown and their resolution improved, coupled with better mobile
search, better location- and context-based discovery, and better mobile payment systems, the
smartphone buying experience has improved, resulting in rapidly growing smartphone m-commerce sales
•How : 85% of their total mobile time using apps and less than 15% of their time using mobile browsers
•On average, users use only about 20 apps a month on their smartphones. Almost 90% of all app time is
spent on a user’s top five apps.
•Multi-device environment: Moving among devices
 Local or Location Based Mobile Marketing
•Location-based marketing is one of the fastest growing segments of the digital marketing
•Location-based marketing targets marketing messages to users based on their location, which involves
providing services to users based on their location
•Consumers have a high likelihood of acting on local ads and purchasing the products and services
offered
•Prior to the release of Google Maps in 2005, nearly all local advertising was nondigital and provided
by local newspapers, radio and television stations, local yellow pages, and billboards.
•In 2019, total media ad spending in the United States was about 62% from local media spending by
both national and local brands.
•involves truly local firms (40% of this) like restaurants, grocery stores, theaters, and shoe stores
marketing to their local audience
Location Based Mobile Marketing Tools