1. Topic 7Emarketing ManagementE-Marketing And CustomerRelationship Management

2. Objectives Define electronic marketing and commerce andrecognize increasing importance in strategicplanning Understand characteristics of electronicmarketing and differentiate them from traditionalmarketing Examine how characteristics of electronicmarketing affect strategy Understand how electronic marketing andinformation technology facilitate customerrelationship management Identify legal/ethical considerations in electronicmarketing8|2 3. Using Technology And Information To Build Customer Relationships 8|3 4. Electronic Marketing E-commerce conducting business throughtelecommunications networksE-Commerce Analysis Tools E-marketing creating, distributing, promoting,and pricing products for targeted customersover the InternetElectronic Economy In Perspective8|4 5. Consumer-Generated Electronic Marketing Desire to learn about consumers opinionsand experiences Increased ability to exchange informationbetween consumers8|5 6. BlogsWeb-based journals in which peoplecan editorialize and interact with otherInternet users. 8|6 7. WikisSoftware that create an interface thatenables users to add or edit the contentof some types of websites (also calledwikis or wikipages).Wikipedia.org 8|7 8. Technologies That ProvideConsumers Marketing Information8|8 9. Characteristics Of Electronic Marketing Addressability Interactivity Memory Control Accessibility Digitalization8|9 10. AddressabilityA marketers ability to identify customersbefore they make a purchase. 8 | 10 11. CookieAn identifying string of text stored on awebsite visitors computer.What is an Internet cookie?8 | 11 12. InteractivityThe ability to allow customers to expresstheir needs and wants directly to the firmin response to the firms marketingcommunications. 8 | 12 13. CommunityA sense of group membership or feeling ofbelonging by individual members.8 | 13 14. MemoryThe ability to access databases or datawarehouses containing individual customerprofiles and purchase histories and usethese data in real time to customize amarketing offer.8 | 14 15. DatabaseA collection of information arranged for easyaccess and retrieval.Data Mining 8 | 15 16. ControlCustomers ability to regulate theinformation they view and the rate andsequence of their exposure to thatinformation. 8 | 16 17. PortalA multiservice website that serves as agateway to other websites.8 | 17 18. AccessibilityThe ability to obtain information availableon the Internet.8 | 18 19. DigitalizationThe ability to represent a product, or atleast some of its benefits, as digital bitsof information8 | 19 20. E-Marketing Strategies And Considerations Product Computers and related accessories biggest seller online Customized orders Services growing Distribution Order processing Synchronization Promotion Augments traditional forms Consumer in control Pricing- More consumer information 8 | 20 21. Types OfAdvertising On Websites8 | 21 22. CustomerRelationship Management Database Marketing Customer Lifetime Value Technology Driven Customer support Call-center software Customer Satisfaction8 | 22 23. Elements OfDatabase Marketing1. Identify/build database2. Differentiate messages to consumers3. Track relationships 8 | 23 24. Types Of Databases 8 | 24 25. Customer lifetime value (CLV) In marketing, customer lifetime value (CLV),lifetime customer value (LCV), or user lifetimevalue (LTV) is a prediction of the net profitattributed to the entire future relationship with acustomer. The prediction model can have varying levels ofsophistication and accuracy, ranging from acrude heuristic to the use of complex predictiveanalytics techniques.8 | 25 26. Questions For CLV Which customers receive preferentialtreatment? What channels used to interact withcustomer? Timing of offering to customer? Which are good prospects? Allocation of resources? Method of monitoring customers? 8 | 26 27. Technology Drives CRM Customer Contact Points Telephone Fax Online Personal Data Analysis Customer support/call-center software Sales automation software8 | 27 28. Customer Satisfaction and CRMCRM is about relationships, not technology technology can help build long-termrelationships8 | 28 29. Legal/Ethical IssuesIn E-Marketing Privacy Spam- unsolicited commercial e-mail8 | 29 30. AMA Code Of Ethics ForMarketing OnThe Internet 8 | 30