E Marketing by Niranjan Mohapatra, MLIS, IGNOU- 142389253
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Transcript of E Marketing by Niranjan Mohapatra, MLIS, IGNOU- 142389253
Presented by:
NIRANJAN MOHAPATRAMLIS, IGNOU
Enrolment No.- 142389253
To understand the term “E-Marketing” as well as its related terms.
To realize the needs of E-Marketing in Library.
To understand its benefits both for its Users as well as providers.
To know E-Marketing classification and different types of activities.
To understand organizing and setting up and Evaluate E-Marketing.
Use of World Wide Web and rapid development in broad brand connectivity makes easy to transaction of Information products & services.
E-Commerce Framework was announced by the US government in 1997 , “all the federal purchases would be made paperless that gave an impetus to the new way of conducting trade and commerce”.
The application of internet and ICT to the practice of marketing is known as “E-Marketing”.
Examples: amazon.com, flipcart.com, snapdeal.com, 99acre.com, matrimony.com, yatra.com, bookmyshow.com, redbus.com, olx.com, quicker.com, etc.
Libraries and information centers initiated e-marketing to serve their users in a paid basis information product/services.
The term “E-commerce” is a more specific and focused term which refers to buying and selling transaction related processes through electronic means. This term is inclusive of both “E-Procurement” and “E-Marketing”.
“E-marketing” refers to the marketing domain of e-commerce.
It includes the organization’s efforts to communicate to present and potential customers to promote and sell its products/services over the Internet.
The principal participants are-
the buyer, the seller, the brokers,
the transaction handler, the banks of the buyer /seller etc.
(Business Group, Individuals/ Consumer Group.)
The related terms are: E-Business, E-Commerce, E-Marketing.
Library as a provider of e-marketing , promote, sell, its special products/services to its existing and potential users as customers, and purchase from the vendors/suppliers.
E-Marketing can be defined as follows:
Moving elements of marketing strategies and activities to a computerized, networked environment such as the Internet.
The strategic process of creating, distributing, promoting, and pricing goods and services to a target market over the Internet or through digital tools.
It is a network of interactions and relationships where information, products, services and payments are exchange.
In an E-market, the business center is not a physical building but an internetworked based location where business interactions occur.
It is a site on the internet where shoppers and sellers meet.
Marketing Efforts
User satisfaction service
Consume time, place, cost
Soft working environment
Automated services
E-Marketing Efforts
Library Fund
Maintenance of the Services
Realized the value of the
product/services
User Interest to use
The interest in E-Marketing has been increased over the past few decades in libraries like other service centers. i.e. education, health, transportation, insurance, banking, etc.
Customer/Buyer/ User
Benefits
Relationship building
Increased speed and efficiency
Reduced costs
Flexibility
Global access, global reach
Provider/ Seller/Library Benefits
Convenience
Time and place Flexibility
Greater product
access/selection
Access to comparative
information
Interactive and immediate
Easy and private
Benefits both side, on one hand where Internet has proved to be an empowering tool for the customers it has also emerged as a more enabled marketer/provider.
On the basis of target and segments E-marketing 4 Types: Business to Consumer (B2C): amazon.com, flipcart.com, snapdeal.com etc.
Business to Business (B2B) : suppliers, vendors, collaborating partners, etc
Consumer to Consumer (C2C): olx.com, quicker.com, propery.com etc.
Consumer to Business (C2B) : online consultancy
Targeted to consumers
Initiated by businesses B2C
Targeted to businesses
Initiated by consumers
C2C C2B
B2B
Operate online only and have no brick and mortar presence (Amazon.com, Flipcart.com).
Only Online(physical brick & mortar buildings)
E-Journals (Born digital)
Established organizations later offer their marketing services online base.
Online & Physical
Online versions of print Journals
Click only marketers Click and mortar marketers
The following sequential activities to be performed step by step for organizing E-marketing:
Step-01- Understand the consumer needs
Step-02- Segments and targets of E-Markets
Step-03- Select appropriate marketing-mix
Step-04- Create and set-up E-market
Step-05- Offer online products and services
Step-06- Evaluate E-marketing
Some of the commonly used tools that can be applied are:
Consumer/user profiling
Surveys and questionnaires
Focus groups
Technology based or technology enabled research
Qualitative research techniques
The most prolific Customers/users (research/PG students, faculty etc.)
The largest customer/user base (Undergraduate students)
Specifically defined groups been served well by existing means
Customers/Users who are difficult to reach by other means
Potential customers/users
There are four decisions should be takes at the time of selecting appropriate market mix:
Product and service Decision (Core Product , Tangible Product, Augmented Product)
Pricing Decision(Assessment of cost per user, user fees)
Promotion Decision(Target, Message, Media, Responsible person, method of evaluation)
Distribution Decision(3Ps: People, Process, Physical evidence)
Following Steps to create and setting up E-Marketing
Creating websites(Page in Institutional websites, Separate Marketing websites, 7Cs-web design)
Placing online ads and promotions(Banner ads/tickers, Content sponsorships, Viral marketing, bulk-messages etc)
Creating or using Web communities(Social communities, Work-related communities)
Using E-mail(E-mail marketing, Telemarketing)
Context- the layout and design
Content- the components of organized content in the form of text, pictures, videos etc.
Community- the different possibilities that the site provides for user to user interaction
Customization- the ability to adapt to different users and personalized
Communication- the communication channels - user to site, site to user, or two ways.
Connection- the extent to linked to other sites
Commerce- the capability of the site to enable commercial transactions
The electronic marketer ready to implement his/her marketing mix decisions in respect of
Products and services
Promotion decisions
Creation of awareness
Interest among the potential and target population
Preparation of the public resources and process
Value of transactions in respect of different products and services
Growth in different customer segments in defined time periods
Relative growth rates as compared to competitors
Financial measures like return of investment and earnings
Qualitative measures such as types of queries, respond Capability etc.
User satisfaction generated as measured by tracking studies and user surveys
Promises
E-Marketing will become a successful business model of librariesE-marketing of information product and services will be essential for libraries very soon.The value of LIS Professionals will be bright and trained as Information managers of E-marketing efforts.
Recent technological advances have made it possible for the provision of information products and services to move out of the restriction of physical brick and mortar buildings and be made available to the community of users and learners anywhere in the world.
Navigating the Web problem The digital divide Online privacy and security Copy right issues Internet fraud, access by hackers unauthorized groups etc.
Challenges
?If Any Question
Please...