OHT 1.

Chapter 1
Introduction to Internet Marketing

Chaffey: Internet Marketing, 2nd edition © Pearson Education Limited 2003

OHT 1.2
Learning objectives
• Mengevaluasi relevansi Internet dengan
konsep pemasaran modern;
• membedakan antara pemasaran Internet, e-
marketing, e-commerce dan e-bisnis;
• mengidentifikasi perbedaan utama antara
pemasaran internet dan pemasaran
tradisional;
• menilai bagaimana Internet dapat digunakan
dalam fungsi pemasaran yang berbeda

Chaffey: Internet Marketing, 2nd edition © Pearson Education Limited 2003

OHT 1.3

Questions for marketers

• Bagaimana signifikan internet sebagai alat
pemasaran?
• Bagaimana Internet marketing berhubungan
dengan e-marketing, e-commerce dan e-
bisnis?
• Apa manfaat utama dari pemasaran Internet?
• Apa perbedaan Internet memperkenalkan
dalam kaitannya dengan model komunikasi
pemasaran yang ada?

Chaffey: Internet Marketing, 2nd edition © Pearson Education Limited 2003

OHT 1.4

The impact of the Internet

• Andy Grove, Ketua Intel, salah satu
pengadopsi awal e-commerce, telah
membuat analogi meteorologi dengan
internet. Dia mengatakan:
• Apakah Internet kekuatan topan, kekuatan
sepuluh kali, atau itu sedikit angin? Atau
sebuah kekuatan yang secara fundamental
mengubah bisnis kita? (Grove, 1996)

Chaffey: Internet Marketing, 2nd edition © Pearson Education Limited 2003

OHT 1.5

The impact of the Internet

Organisation Sector Online Overall
contribution turnover
Cisco B2B Networking 90% $19bn
hardware
Easyjet B2C Air travel 85% £264m
Dell B2B, B2C 48% $25bn
Computers
Lands End Clothing B2C Clothing 11% $1.3bn

Book Club B2C Books 10% £100m

Associates
Electrocomponents B2B Electronics 7% £761m Group

Domino’s Pizza B2C Food 3.4% £76m

Tesco B2C Grocery 1.4% £18.4bn
Thomas Cook B2C Travel
Chaffey: Internet<1%
Marketing, 2nd edition ©£1.8bn
Pearson Education Limited 2003
OHT 1.6

The Internet’s impact on you?

• Berapa banyak dari Anda telah membeli

sesuatu di Internet dalam 6 bulan
terakhir?
• Berapa kali Anda menggunakan internet
sebagai sumber informasi, sebelum
membeli offline?

Chaffey: Internet Marketing, 2nd edition © Pearson Education Limited 2003

 OHT 1.7

Demand – Internet access

Figure 2.13 Global variation in number of PCs per hundred population and

percent Internet access in 2000
Source: ITU (www.itu.int)
Chaffey: Internet Marketing, 2nd edition © Pearson Education Limited 2003
OHT 1.8

How does the Internet contribute

to marketing?
• Definisi pemasaran oleh Chartered Institute of
Marketing (http://www.cim.co.uk/) adalah:
• Pemasaran adalah proses manajemen yang
bertanggung jawab untuk mengidentifikasi,
mengantisipasi dan memuaskan kebutuhan
pelanggan profitabilitas
• Berikan contoh bagaimana internet (web dan
e-mail) memberikan kontribusi untuk
pemasaran

Chaffey: Internet Marketing, 2nd edition © Pearson Education Limited 2003

 OHT 1.9

What is e-marketing?
• E-marketing adalah:

Menerapkan ...
• Internet dan teknologi digital lainnya ...
• (web, e-mail, nirkabel, iTV, database)

untuk ...
• mendapatkan dan mempertahankan pelanggan
• (melalui proses pembelian multi-channel
• dan siklus hidup pelanggan)

Dengan ...
• Meningkatkan pengetahuan pelanggan, penargetan,
• pelayanan dan kepuasan

Chaffey: Internet Marketing, 2nd edition © Pearson Education Limited 2003

OHT 1.10

Example – you’ve been tangoed

Chaffey: Internet Marketing, 2nd edition © Pearson Education Limited 2003

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E-business and e-commerce

• Define e-commerce
–

• What is the relationship between e-

commerce and e-business?
–

Chaffey: Internet Marketing, 2nd edition © Pearson Education Limited 2003

 OHT 1.12

E-business and e-commerce

Figure 1.2 The distinction between buy-side and sell-side e-commerce

Chaffey: Internet Marketing, 2nd edition © Pearson Education Limited 2003
 OHT 1.13 Relationship between
e-commerce and e-business

Figure 1.3 Three alternative definitions of the relationship between e-commerce

and e-business
Chaffey: Internet Marketing, 2nd edition © Pearson Education Limited 2003
 OHT 1.14

Internet marketing contexts

Figure 1.4 Summary of transaction alternatives between businesses and

consumers
Chaffey: Internet Marketing, 2nd edition © Pearson Education Limited 2003
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Internet applications

Figure 1.5 Market and product strategic grid

Chaffey: Internet Marketing, 2nd edition © Pearson Education Limited 2003
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Example - Guinness

Chaffey: Internet Marketing, 2nd edition © Pearson Education Limited 2003

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Drivers
• Cost/efficiency drivers
– Meningkatkan kecepatan pengiriman
– Mengurangi biaya penjualan
– Mengurangi biaya operasi
• Competitiveness drivers
– permintaan pelanggan
– Jangkauan dan kualitas layanan yang ditawarkan
– Hindari kehilangan pangsa pasar
– Exploit pasar baru
Chaffey: Internet Marketing, 2nd edition © Pearson Education Limited 2003
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Example rswww.com

Chaffey: Internet Marketing, 2nd edition © Pearson Education Limited 2003

OHT 1.19

Technology - addressing
• Common gTLDs are:
• .com represents an international or American
company such as http://www.travelagency.com
• .co.uk represents a company based in the UK such
as http://www.thomascook.co.uk/.
• .ac.uk a UK based University (e.g.
http://www.derby.ac.uk)
• .org.uk or .org are not for profit organisations (e.g.
www.greenpeace.org)
• .net a network provider such as www.freeserve.net.

Chaffey: Internet Marketing, 2nd edition © Pearson Education Limited 2003

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How it works - components

Figure 1.9 Infrastructure components of the Internet

Chaffey: Internet Marketing, 2nd edition © Pearson Education Limited 2003
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How it works – client/server

Figure 1.10 Information exchange between a web browser and a web server

Chaffey: Internet Marketing, 2nd edition © Pearson Education Limited 2003
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How it works - HTML

Figure 1.11 Home page index.html for The B2B Company in a web browser
showing HTML source in text editor
Chaffey: Internet Marketing, 2nd edition © Pearson Education Limited 2003
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Internet, intranet and extranet

Figure 1.12 The relationship between access to intranets, extranets and the

Internet
Chaffey: Internet Marketing, 2nd edition © Pearson Education Limited 2003
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Interactivity and intelligence

Figure 1.13 Summary of communication models for: (a) traditional media, (b) new
media
Chaffey: Internet Marketing, 2nd edition © Pearson Education Limited 2003
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Individualisation

Figure 1.14 Summary of degree of individualisation for: (a) traditional media

(same message), (b) new media (unique messages and more information
exchange between customers)
Chaffey: Internet Marketing, 2nd edition © Pearson Education Limited 2003
 OHT 1.26
Integration

Figure 1.15 Channel requiring integration as part of integrated e-marketing

strategy
Chaffey: Internet Marketing, 2nd edition © Pearson Education Limited 2003
 OHT 1.27 Mixed-mode buying

Figure 1.16 The role of mixed-mode buying in Internet marketing

Chaffey: Internet Marketing, 2nd edition © Pearson Education Limited 2003
 OHT 1.28 Conversion marketing

Figure 1.17 A model of the Internet marketing conversion process

Chaffey: Internet Marketing, 2nd edition © Pearson Education Limited 2003
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Conversion marketing - example

Figure 1.18 An example of the conversion process

Chaffey: Internet Marketing, 2nd edition © Pearson Education Limited 2003