Online Marketing

1
Online Marketing

• Gay, Charlesworth Esen
• Chapter One

2
Early Internet Prophecies

• The Internet is a tidal wave. It will wash over
  nearly all industries drowning those who dont
  learn to swim in its waves
• Bill Gates CEO Microsoft

3
Online Marketing definitions

• The use of Internet and related digital
  information and communications technologies to
  achieve marketing objectives.
• Institute of Direct Marketing
• the process of building and maintaining customer
  relationships through online activities to
  facilitate the exchange of ideas, products and
  services that satisfy the goals of both parties
• Mohammed 2001

4
Internet Advantages Disadvantages

• The Internet can increase an organisations
  geographic coverage beyond its traditional
  heartland.
• New customers can be reached.
• The Internet provides a low cost effective way of
  transacting with customers compared to
  traditional selling costs.
• A site can be open for business all day everyday
  providing customer convenience.
• The Internet is a fast and flexible
  communications tool

• Customer resistance to change, especially older
  and disadvantaged people.
• Public concerns over privacy issues, such as SPAM
  and chat-rooms.
• Lingering security doubts over fraud and Phishing
  (hackers) and network security and stability.
  (Worms).
• Lack of trust with unknown virtual traders.
• The Internets sensory boundaries limit senses
  like taste and touch which influence buyer
  decisions.

5
Ten Cs Of Marketing for the Modern Economy
 
 
 
 
 
 
4. Competition
3.Convenience
 
5. Communications
 
2.Corporate Culture
6.Consistency 
1.Customer
  10.Control
7.Creative Content  
8.Customisation
  9.Coordination
 
6
Three Digital Routes

• Grasp the nettle be visionary and exploit the
  webs potential
• Follow the leader a more cautious approach
  learning from others mistakes
• Stand Firm revitalise the offline experience

7
The Online Marketing Environment
Organisational Offerings
The Mix and the Ten Cs of Internet Marketing
The Customer
Suppliers, distributors, Stakeholders
competitors
Microenvironment
Macro environment
STEP Analysis