E-commerce

Lecture 7 E-marketing

E-commerce COM380

E-marketing
Objectives By the end of the lecture students should:
Appreciate the need for separate e-business and e-marketing strategies Understand an e-marketing plan and its implementation Appreciate the differences between traditional and new media marketing communications
E-commerce COM380

E-marketing
What is e-marketing?
Identifying

Anticipating
Satisfying

E-commerce COM380

E-marketing
Marketing concept
Marketing or customer orientation

E-commerce COM380

E-marketing
E-commerce and E-business Relationship
EB EM

EB

EM

EB = EM

E-commerce COM380

E-marketing
E-market planning
Situation Objectives Strategy Tactics Action Control
E-commerce COM380

E-marketing
Situation analysis Demand analysis

E-commerce COM380

E-marketing
Competitor analysis
Well-known local competitors Well-known international competitors New internet companies

E-commerce COM380

E-marketing
Intermediary analysis
Internal marketing audit Objective setting

E-commerce COM380

E-marketing
Online revenue contribution
Online promotion contribution

E-commerce COM380

E-marketing
Strategy
E-business priorities Restructuring Business and revenue models Marketplace Restructuring Market and product development strategies Positioning and differentiation strategies
E-commerce COM380

E-marketing
Target market strategies Segmentation

E-commerce COM380

E-marketing
How do we become first choice?
Positioning Differential advantage

Online value position

E-commerce COM380

E-marketing
Characteristics of new media marketing communications
Interactivity Intelligence Individualisation Integration

E-commerce COM380

E-marketing
Industry restructuring
Independence of location

E-commerce COM380

E-marketing
Tactics
Product
How do we differentiate? How do we migrate our brand online or use new brand? Do we become a portal or an ISP? Do we offer extranet to key customers? Do we offer personalised services? Are there any other features we can add and charge for?

E-commerce COM380

E-marketing
Price
Cost of pricing

Target profit pricing

Competition-based pricing

E-commerce COM380

E-marketing
Price
Market-oriented pricing
Premium pricing Penetration pricing

E-commerce COM380

E-marketing
Place
Promotion People, process and physical evidence

E-commerce COM380

E-marketing
Online branding Brand Brand equity Brand Identity Actions Control
E-commerce COM380

E-marketing
Objectives
Appreciate the need for separate e-business and e-marketing strategies Understand an e-marketing plan and its implementation Appreciate the differences between traditional and new media marketing communications

E-commerce COM380