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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-marketspaceE-marketing strategiesProduct development strategyPricing on the InternetBranding and traffic buildingWe

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Module 6 E-Marketing

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    2. 2 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. 3 Impulsive buyers: purchase quickly Patient buyers: make some comparisons first Analytical buyers: do substantial research before buying

    4. 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. 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

    6. 6 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. 7 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. 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. 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. 10 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. 11 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. 12 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. 13 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. 14 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 sites brand in exchange for the referral

    15. 15 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 sites URL in a print advertisement or on television Many site visitors will be directed to the site by a search engine

    16. 16 A search engine helps people find things on the web A search engine has three major parts: A spider, a crawler, or a robot Index or database Search utility Search engine positioning is also called: Search engine optimization Search engine placement

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