Electronic Marketing: Internet Marketing, Database Marketing, and Direct Marketing

1
Electronic Marketing Internet Marketing,
Database Marketing, and Direct Marketing

• Chapter 17

2
Major Forces Shaping the Internet Age

• Digitalization and Connectivity
• The Internet Explosion
• New types of intermediaries
• Customization

3
Marketing Strategy in a Digital Age

• E-business, E-commerce, and E-marketing
• Benefits to buyers
• Benefits to sellers

4
E-Commerce Domains

• B2C (business to consumer) e-commerce
• B2B (business to business) e-commerce
• C2B (consumer to business) e-commerce
• C2C (consumer to consumer) e-commerce

5
Setting Up and E-Marketing Presence

• Creating a website
• Types of websites
• Designing attractive websites
• Content
• Legal and ethical issues

6
Developing a Marketing Database System

• Organized collection of data about individual
  consumers, prospects or suspects that is
  accessible and actionable for
• Lead generation
• Sale of a product or service
• Maintenance of customer relationships
• Why would a consumer want to be in your database?

7
Direct Marketing

• Reasons for the growth of direct marketing
• Precision marketing
• Personalization
• Privacy
• Immediate results
• Measurability
• Email
• Relationship marketing
• Integrated direct marketing