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Welcome to Internet Marketing!

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Title: Welcome to Internet Marketing!


1
Welcome to Internet Marketing! The journey is
the reward
BUSIP Program 31 May 05 Fred Pursell
2
Do you know your Internet marketing trivia?
  • What is the meaning of I18N?

3
Do you know your global marketing trivia?
  • What share of the worlds population has
    English as its native language?

4
Top 10 spoken languages
Language Native Speakers Population Share
Mandarin Chinese 885 m 14.9
English 322 m 5.4
Spanish 266 m 4.5
Bengali 189 m 3.2
Hindi 182 m 3.1
Portuguese 170 m 2.9
Russian 170 m 2.9
Japanese 125 m 2.1
German 98 m 1.6
Wu Chinese 77 m 1.3
Source National Geographic
5
Internet marketing learning objectives
  • Explore how the Web is being used to build brands
    and customer relationships.
  • Examine online promotional strategies and
    tactics, whats working and why or why not.
  • Evaluate ways to integrate Internet marketing
    with traditional marketing vehicles.

6
Marketing planning is critical to success
  • By failing to plan, youre planning to fail.

7
The customer is king
  • Marketing is all about understanding the
    customer.

8
Content is king?
  • Customer-focused Web content is useful,
    timely, and relevant as defined by the user.

9
User-centric Web design is king
  • The promise of the Internet is user control.

10
Topics for todays class
  • Revisiting the 4Ps of marketing trends and
    lessons in B2C and B2B e-commerce
  • Incorporating Web-based resources in hybrid and
    multi-channel marketing systems
  • Promotional strategies and tactics, and best
    practices for Internet marketing
  • Amazon.com case study discussion

11
Four Ps of marketing
  1. Product
  2. Promotion
  3. Place
  4. Pricing

12
Typical sales cycle phases
Customer View
Vendor View
13
Market development and customer support
14
Managing hybrid marketing systems
  • Hybrid marketing using the most effective
    combination of internal and external resources to
    perform activities across the sales cycle.
  • Harvard Business Review
  • Nov-Dec, 1990

15
Resources engaged in promotional activities
  • Internal Resources
  • Marcoms
  • PR
  • Advertising Programs
  • Direct Mail Groups
  • Telesales
  • Direct Sales
  • Web presence
  • Support Centers
  • Financing
  • Consultants
  • System Engineers
  • External Resources
  • Distributors
  • VARs
  • Systems Integrators
  • Corporate Resellers
  • Dealers
  • Retailers
  • Mass Merchants
  • Service Providers
  • ISVs
  • OEMs

16
Promotional vehicles
  • Advertising
  • Personal selling
  • Public relations
  • Sales promotion
  • Direct marketing
  • Trade shows

17
Promotional mix strategies
  • Pull Strategy spending focused on advertising
    and consumer spending to build up and pull
    consumer demand.

Push Strategy spending focused on using the
sales force and trade promotion to push the
product through the channels.
18
Hybrid marketing example
Public Relations





Advertising





Direct Mail





Telesales





Direct Sales





Internet





Support Centers





Distributors





VARs/Integrators





Dealers





Retail





ISVs





OEMs





19
Internet promotional tactics
  • Online advertising techniques banner ads,
    pop-ups, animation, rich media, content
  • e-marketing programs email, e-newsletters,
    Webcasts, communities, search engines
  • e-partnering programs strategies and tactics for
    leveraging online business partners
  • Integrating online promotional techniques with
    traditional marketing activities

20
Managing promotion
Planning Implementation Control
Identify target audience Specify objectives Define performance metrics Establish the budget Select promotional tactics Design promotion Schedule promotion Pre-test promotion Execute promotion Audit effectiveness Measure results Evaluate ROI Post-test the promotion Make needed changes Manage processes Communicate results
21
Determinants promotional mix strategy/tactics
  • Target audience
  • Product life cycle
  • Product characteristics
  • Phase of the sales cycle
  • Channel strategy

22
Forward integration to the customer
  • Disintermediation a trend involving
    product and service producers by-passing
    intermediaries and going directly to final
    buyers, or engaging with new and emerging types
    of channel intermediaries that are displacing
    traditional players.

23
Why people use the Internet
Web-user Needs
Objectives Benefits Value
Content Convenience Information
Collaboration Ease of use Resources
Commerce Efficiency Tools
24
How people use the Internet
Web-user Behavior
LIFESTYLE
Task-focused product searches
Enrichment-based learning searches
commerce
content
Interaction-directed resource searches
community
25
Keys to online marketing
  • Permission-based marketing
  • Personalization
  • Purchasing process automation
  • User-centered design
  • Value-added content
  • Affinity programs
  • Web metrics
  • Integrated marketing communications

26
Amazon case study discussion
  1. How is Amazon using technology to innovate and
    deliver new value to consumers?
  2. What can you conclude about Amazons target
    audience and market segmentation?
  3. What sales processes are automated through online
    information, resources, and tools?

27
Thank you everyone!
Its great having you in my class.
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