Using the internet to market products and services 11b
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Transcript of Using the internet to market products and services 11b
Using the Internet to market products and services
Agenda
• Internet Marketing• The Internet Marketing Mix
What is Internet Marketing
The application of the internet and related digital technologies to achieve marketing objectives.
It requires a comprehensive strategy that combines the company's business model, sales goals and customer relationship management with its web presence, focusing on its target market through proper choice of design, functionality and media.
What is Internet Marketing
Limitations
• Digital literacy• Internal capabilities• Intangibility• Security
What is Internet Marketing
Uses of Internet by companies
•Be•Show•Promote•Sell•Support
What is Internet Marketing
Advantages
•Cost•Convenience•Simplicity•Effectiveness•Measurability•Target / relevance
Internet Marketing
Internet Marketing
Internet Marketing
Internet Marketing
Agenda
• What is Internet Marketing• The Internet Marketing Mix
Internet Marketing Mix
eProduct
• eBay• Amazon Kindle• iTunes
•Specific internet based servicesand products (e-commerce and media)
Internet Marketing Mix
eProduct
• Specific internet based services and products• Improving the core product• Mass customization
Internet Marketing Mix
eProduct
• Specific internet based services and products• Improving the core product• Mass customization• Customer driving
Internet Marketing Mix
eProduct
• Specific internet based services and products• Improving the core product• Mass customization• Customer driving• Customer feedback
Internet Marketing Mix
eProduct
• Specific internet based services and products• Improving the core product• Augmenting the core product• Servicing
Internet Marketing Mix
eProduct
• Specific internet based services and products• Improving the core product• Augmenting the core product• Servicing • Recommendations
Internet Marketing Mix
ePlace
• Ano(the)r sales channel • Main company site• Third party sites• Affilate sites• Social Network• Digital Stores/Markets
Internet Marketing Mix
ePlace
• Ano(the)r sales channel • The long tail
SALE
S
TITLES
The Long Tail
source: wired.com; © Chris Anderson
PHYSICAL RETAILER(FNAC)
HYBRID RETAILER(AMAZON)
DIGITAL RETAILER(iTUNES)
The Long Tail
source: wired.com; © Chris Anderson
The Long Tail
source: wired.com; © Chris Anderson
Internet Marketing Mix
ePrice
• Special Internet prices • Pay per use / download• Special Discounts• Promotional codes• Refund Policies• Volume pricing
• Price transparency - Benchmark
Internet Marketing Mix
ePrice
• Special Internet prices• Is Internet Free ?
• Price transparency - Benchmark
Internet Marketing Mix
ePromotion
• Ways to promote your product /service online:• Use new media• Support the buying process• Social Networks• Integrate with offline
campaigns
• E-zine
• E-zine• Banners• Interactives
• E-zine• Banners• Interactives• Blogs
• SEO – Search Engine Optimization• PPC – Pay per Click• Paid Inclusion
• E-zine• Banners• Interactives• Blogs• Text ads• SEM
• E-zine• Banners• Interactives• Blogs• Text ads• SEM•Messenger
• E-zine• Banners• Interactives• Blogs• Text ads• SEM•Messenger• RSS
• E-zine• Banners• Interactives• Blogs• Text ads• SEM•Messenger• RSS• Viral Videos
• E-zine• Banners• Interactives• Blogs• Text ads• SEM•Messenger• RSS• Viral Videos• Augmented
Reality
• E-zine• Banners• Interactives• Blogs• Text ads• SEM•Messenger• RSS• Viral Videos• Augmented
Reality• Apps
• E-zine• Banners• Interactives• Blogs• Text ads• SEM•Messenger• RSS• Viral Videos• Augmented
Reality• Apps• Social
Networks
References
http://sensacom.com/web_glossary.htmlhttp://joedrumgoole.com/blog/2006/05/29/web-20-vs-web-10/http://www.oreillynet.com/pub/a/oreilly/tim/news/2005/09/30/what-is-web-20.htmlhttp://www.marketing-insights.co.uk/wnim0602.htm#_Toc12064587http://www.marketing-insights.co.uk/wnim0702.htm#_Toc14255486http://creativezone.eyeblaster.com/Data/Uploads/ResourceLibrary/10Things_branding.pdfhttp://en.wikipedia.org/wiki/Web_marketinghttp://www.squidoo.com/sethhttp://www.wired.com/techbiz/it/magazine/16-03/ff_free?currentPage=1http://www.wired.com/wired/archive/12.10/tail.html
