Module-6: E-marketing - escap

rustnatureInternet and Web Development

Nov 18, 2013 (3 years and 10 months ago)

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Module 6



E
-
Marketing

2

Agenda

Regional Training Workshop for Enterprise Support Agencies to Promote E
-
business for
SMEs in the Greater Mekong Subregion (GMS), 26
-
28 June 2006, Bangkok


Markets and e
-
marketspace


E
-
marketing strategies


Product development strategy


Pricing on the Internet


Branding and traffic building


Web site promotion and advertising


Types of e
-
Markets
(product, pricing)


Advertising
(placement, promotion)


Search engine positioning
(example)

3

Categories of consumers

Regional Training Workshop for Enterprise Support Agencies to Promote E
-
business for
SMEs in the Greater Mekong Subregion (GMS), 26
-
28 June 2006, Bangkok



Impulsive buyers:

purchase quickly




Patient buyers:

make some comparisons first




Analytical buyers:

do substantial research
before buying

4

Functions of markets

Three main functions of markets



Matching buyers and sellers



Facilitating the exchange of information, goods,
services, and payments associated with market
transactions



Providing an institutional infrastructure, such as a legal
and regulatory framework, that enables the efficient
functioning of the market

5

E
-
Marketspace

A marketplace in which sellers and buyers exchange goods
and services for money (or for other goods and
services), but do so
electronically
.


Components


Customers


Sellers


Products


Infrastructure


Front end


Back end


Intermediaries


Other business partners


Support services


Digital products

6

E
-
Marketing Strategies

Regional Training Workshop for Enterprise Support Agencies to Promote E
-
business for
SMEs in the Greater Mekong Subregion (GMS), 26
-
28 June 2006, Bangkok

The essential issues of marketing are also referred
to as the four Ps of marketing mix:



Product:

Physical item or service that a company is selling



Pricing:

Amount the customer pays for the product



Placement:

How the product/service gets to the customer,
sometimes called “
place”

referring to “where” a product/service
is sold



Promotion:

Any means of spreading the word about the
product

7

E
-
Marketing Strategies
(cont.)

Regional Training Workshop for Enterprise Support Agencies to Promote E
-
business for
SMEs in the Greater Mekong Subregion (GMS), 26
-
28 June 2006, Bangkok

There are extra tree Ps as the extended
marketing mix:



People:
Right person, trained well, motivated



Process:
Providing services to customers



Physical evidence:
Case studies, testimonials

8

Types of E
-
Markets


E
-
storefront:

A single or company Web
site where products and services are sold



E
-
mall (online mall):

An online
shopping center where many stores are
located


some are merely directories


some are actually large click
-
and
-
mortar
retailers (e.g., shopping.com)


some are virtual retailers (e.g., buy.com)

9

Types of E
-
Markets
(cont.)


E
-
marketplace:

An online market, usually B2B, in which
buyers and sellers exchange goods or services; the three
types of e
-
marketplaces are private, public, and consortia



Private

e
-
marketplaces:

Online markets owned by a single
company; can be either sell
-
side or buy
-
side marketplaces


Sell
-
side e
-
marketplace:

A
private

e
-
market in which a company
sells either standard or customized products to qualified companies


Buy
-
side e
-
marketplace:

A
private

e
-
market in which a company
makes purchases from invited suppliers


Public

e
-
marketplaces:

B2B markets, usually owned and/or
managed by an independent third party, that include many
sellers and many buyers; also known as exchanges


Consortia
:

E
-
marketplaces owned by a small group of large
vendors, usually in a single industry

10

Market segmentation

Regional Training Workshop for Enterprise Support Agencies to Promote E
-
business for
SMEs in the Greater Mekong Subregion (GMS), 26
-
28 June 2006, Bangkok



The identification of specific portions of a
market and targeting them with specific
advertising messages



Divides the pool of potential customers into
segments



The practice of targeting very small market
segments
-

micromarketing

11

Market segmentation
(cont.)

Regional Training Workshop for Enterprise Support Agencies to Promote E
-
business for
SMEs in the Greater Mekong Subregion (GMS), 26
-
28 June 2006, Bangkok

Marketers have traditionally used three categories
of variables to identify market segments



Geographic segmentation:

location



Demographic segmentation:

age, gender, family size,
income, education, religion, or ethnicity



Psychographic segmentation:

social class, personality,
or their approach to life

12

Acquisition, conversion, retention

Regional Training Workshop for Enterprise Support Agencies to Promote E
-
business for
SMEs in the Greater Mekong Subregion (GMS), 26
-
28 June 2006, Bangkok


The first step in doing business on the web is to
acquire

or draw visitors to the site itself



The second step is
converting

those first time
visitors into customers by persuading them to make
a purchase or register with the site, etc.



Customers who return to the site one or more times
after making their first purchases are
retained

customers

13

Advertising

Regional Training Workshop for Enterprise Support Agencies to Promote E
-
business for
SMEs in the Greater Mekong Subregion (GMS), 26
-
28 June 2006, Bangkok


Advertising is all about communication
between:



a company/organization and its current customers


a company/organization and potential customers


a company/organization and its former customers



To be effective, firms should send different
messages to each of these audiences

14

Types of Internet advertising/marketing

Regional Training Workshop for Enterprise Support Agencies to Promote E
-
business for
SMEs in the Greater Mekong Subregion (GMS), 26
-
28 June 2006, Bangkok


Banner ads:
most popular, different sizes and
styles



Pop
-
up ads:

popular, another type is pop
-
behind



E
-
mail marketing:
powerful, economical, legal
implications, spam



Affiliate marketing:
commission
-
based, benefit of
the selling site’s brand in exchange for the referral

15

Search Engine Positioning

Regional Training Workshop for Enterprise Support Agencies to Promote E
-
business for
SMEs in the Greater Mekong Subregion (GMS), 26
-
28 June 2006, Bangkok


Potential customers find web sites in many
different ways



Some site visitors will be referred by a friend,
others by affiliates, some will see the site’s URL
in a print advertisement or on television



Many site visitors will be directed to the site by
a search engine

16

Search Engine Positioning
(cont.)

Regional Training Workshop for Enterprise Support Agencies to Promote E
-
business for
SMEs in the Greater Mekong Subregion (GMS), 26
-
28 June 2006, Bangkok


A search engine helps people find things on
the web



A search engine has three major parts:

1.
A spider, a crawler, or a robot

2.
Index or database

3.
Search utility



Search engine positioning is also called:


Search engine optimization


Search engine placement

17

Search Engine Positioning
(cont.)

Regional Training Workshop for Enterprise Support Agencies to Promote E
-
business for
SMEs in the Greater Mekong Subregion (GMS), 26
-
28 June 2006, Bangkok


18

Search Engine Positioning
(cont.)

Regional Training Workshop for Enterprise Support Agencies to Promote E
-
business for
SMEs in the Greater Mekong Subregion (GMS), 26
-
28 June 2006, Bangkok


19

Search Engine Positioning
(cont.)

Regional Training Workshop for Enterprise Support Agencies to Promote E
-
business for
SMEs in the Greater Mekong Subregion (GMS), 26
-
28 June 2006, Bangkok


20

Search Engine Positioning
(cont.)

Regional Training Workshop for Enterprise Support Agencies to Promote E
-
business for
SMEs in the Greater Mekong Subregion (GMS), 26
-
28 June 2006, Bangkok


21





Q & A


Conclusion

Regional Training Workshop for Enterprise Support Agencies to Promote E
-
business for
SMEs in the Greater Mekong Subregion (GMS), 26
-
28 June 2006, Bangkok