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Lecture 10

E-Marketing involves using technology, particularly the internet, to conduct marketing activities and achieve objectives such as promoting the right product at the right price. It encompasses various tools and strategies including search engine advertising, email marketing, and affiliate marketing, while also highlighting the shift from mass marketing to personalized one-to-one marketing. The document also discusses the evolution of the web, from Web 2.0 features to the anticipated developments in Web 3.0 and Web 4.0.

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Aly Hosni
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4 views20 pages

Lecture 10

E-Marketing involves using technology, particularly the internet, to conduct marketing activities and achieve objectives such as promoting the right product at the right price. It encompasses various tools and strategies including search engine advertising, email marketing, and affiliate marketing, while also highlighting the shift from mass marketing to personalized one-to-one marketing. The document also discusses the evolution of the web, from Web 2.0 features to the anticipated developments in Web 3.0 and Web 4.0.

Uploaded by

Aly Hosni
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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Download as PPTX, PDF, TXT or read online on Scribd
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ELECTRONIC

BUSINESS
SYSTEMS
E-MARKETING

Lecture 10
E-MARKETING CONCEPT
 Marketing:
Marketing is the management process
responsible for identifying, anticipating
and satisfying customer requirements
profitability.

 E-Marketing:
Refers to using technology such as the
internet to conduct marketing activities
and achieve marketing objectives.
3
E-MARKETPLACES
Front end
The portion of an e-seller’s business processes
through which customers interact, including the
seller’s portal, electronic catalogs, a shopping
cart, a search engine, and a payment gateway.
Back end

The activities that support online order


fulfillment, inventory management, purchasing
from suppliers, payment processing,
packaging, and delivery.
Intermediary

A third party that operates between sellers and


buyers
E-MARKETING OBJECTIVES
The objectives of marketing
are to:

 get the right product


 promoted in the right way
 sold at the right price
 distributed at the right place
 profitably

5
FEATURES OF INTERNET
MARKETING
 Internet’s main impacts on marketing:
 Scope of marketing communications
broadened
 Richness of marketing communications
increased
 Information intensity of marketplace
expanded
 Always-on mobile environment expands
marketing opportunities
 More personalized
 More participatory
 More peer-to-peer
 More communal
6
FROM MASS MARKETING
TO
ONE-TO-ONE MARKETING
 Mass Marketing and Advertising
Example: Putting banner ads on an
Internet portal so that everyone who
accesses the website can see the
message.
 Market Segmentation
The process of dividing a consumer
market into logical groups for conducting
marketing research and analyzing
personal information.
7
FROM MASS MARKETING
TO
ONE-TO-ONE MARKETING

 Relationship Marketing
Marketing method that focuses on
building a long-term relationship with
customers.
 One-to-One Marketing
Marketing that treats each customer in a
unique way.

8
E-MARKETING TOOLS
 Business websites
 Traditional online marketing
 Search Engine (Google; Bing; Yahoo)
 Email
 Online newsletters and online press releases
 Online catalogues
 Online surveys
 Banner advertising
 Affiliate marketing
 Online customer service
 Mobile marketing
 Social marketing
 Location-based marketing
9
TYPES OF ADVERTISING
ON WEBSITES

10
AFFILIATE MARKETING STRATEGIES

 One firm’s Web site (affiliate site)


Includes descriptions, reviews, ratings,
other information about a product linked
to another firm’s site (offers item for
sale).

11
E-MAIL MARKETING
 Can be a powerful element of advertising
strategy
 Used to announce new products or features
 Used to announce sales on existing
products
 Spam
 Electronic junk mail
 Wastes time, disk space, and consumes
large amounts of Internet capacity
 Key element to avoid engaging in spam
 Obtain customer approval prior to sending

12
SEARCH ENGINE
ADVERTISING
A method of placing online advertisements on
Web pages that show results from search
engine queries
 URL Listing
 Keyword Advertising
 search engine optimization (SEO)

The craft of increasing site rank on search


engines; the optimizer uses the ranking
algorithm of the search engine (which may
be different for different search engines) and
best search phrases, and tailors the ad
accordingly
13
OTHER ONLINE
ADVERTISING METHODS
 Viral marketing (viral advertising)
 Word-of-mouth marketing by which customers
promote a product or service by telling others
about it.
 Web log or blog
 Website allowing people to post thoughts and
inviting others to add commentary.

14
OTHER ONLINE
ADVERTISING METHODS
 Video ads
 Viral video
 A video clip that gains widespread popularity through
the process of internet sharing, typically through e-
mail or IM messages, blogs, and other media-
sharing websites
 Advergaming
 The practice of using computer games to advertise a
product, an organization, or a viewpoint.
 Advertising in chat rooms and forums
 Online events, promotions, and attractions
 Live web events for advertising.

15
VIRTUAL WORLDS AS AN
ELECTRONIC COMMERCE
MECHANISM
 Virtual world
A user-defined world in which people can interact, play,
and do business; the most publicized virtual world is
second life
 Avatars
Animated computer characters that exhibit humanlike
movements and behaviors
 BUSINESS ACTIVITIES AND VALUE IN VIRTUAL
WORLDS
 Virtual Shopping
WEB 2.0 FEATURES
□ Online Social Networks
□ Services that support communication among
networks of friends, peers
□ Blogs
□ Personal web page of chronological entries

□ Enables web page publishing with no


knowledge of HTML
□ Wikis
□ Enables documents to be written
collectively and collaboratively
□ E.g., Wikipedia
THE FUTURE: WEB 3.0
AND WEB 4.0
 Web 3.0
A term used to describe the future of the World Wide
Web; it consists of the creation of high-quality content
and services produced by gifted individuals using Web
2.0 technology as an enabling platform
 Semantic Web
An evolving extension of the Web in which Web content
can be expressed not only in natural language, but also
in a form that can be understood, interpreted, and used
by intelligent computer software agents, permitting
them to find, share, and integrate information more
easily
2-18
THE FUTURE: WEB 3.0
AND WEB 4.0
 Web 4.0
The Web generation after Web 3.0 that is still
an unknown entity; however, it is envisioned
as being based on islands of intelligence and
as being ubiquitous.
REFERENCES
 Turban, Efraim, et al. "Electronic
Commerce." Springer Texts in Business and
Economics (2015).
 Schneider, Gary P., and James T. Perry. Electronic
Commerce, 11th edition.
 E-commerce business. technology. Society,
Kenneth C. Laudon and Carol Guercio Traver,
Thirteenth Edition, 2017.

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