e-Marketing
Definition
“E-marketing is the use of information technology in the processes of creating, communicating, and delivering value to customers, and for managing customer relationships in ways that benefit the organization and its stakeholders”
Strauss, El-Ansary and Frost (2006: 3)
e-Marketing
e-marketing is used as well as traditional channels to develop positive, long-term customer relationships (whether online or offline)
and create a competitive advantage for the firm by allowing it to charge a higher price for products or services than its competitors can charge
e-Marketing
E-marketing
increases the effectiveness and efficiency of traditional marketing functions
the technology transforms marketing strategies
opens new global markets and international partnerships
it results in new business models that add customer value and increases profitability
e-Marketing
But e-marketing is more than just using the internet
converging technologies enhance customer relationship management, database management and supply chain management
but in time the “e” of e-marketing will be dropped – electronic business will be all pervasive
e-Marketing
Internet Marketing
1. Display advertising2. E-mail marketing3. E-mail marketing software4. Interactive advertising5. Social media optimization6. Web analytics7. Cost per impression
e-Marketing
Search engine marketing
Search engine optimization Pay per click advertising Paid inclusion Search analytics
(Mobile advertising)
e-Marketing
marketers use websites to communicate with customers
the goal is to create a strong relationship with the customer
the Internet is used as a direct channel to sell services and products
some websites provide purely digital information
led to new electronic services facilitated by networked computers and mobile devices
e-Marketing
the transition to the information and knowledge age is profound (still in its early stages)
rapid advances in technology with convergence on digital electronic technology
escalating global competition rising consumer expectations for
quality, speed of response and customisation (individualism)
e-Marketing
the current web is crude in capabilities and functionality
it is a rather chaotic test bed for companies consumers are learning new modes of interaction
and consumption eases time and place constraints on consumers no longer will goods and services be offered
primarily at the seller’s convenience (power shifts from sellers to buyers)
anytime and anywhere purchasing and consumption will be common
talk of a web 2.0 (private subscriber networks with downloads of software, music and other content)
e-Marketing
communication bandwidths will rapidly rise
terminal equipment will be more powerful, smarter, easier to use, affordable, portable, cheaper, smaller
the cost of digital storage is falling rapidly
e-Marketing
once hardware and an telecommunications infrastructure is in place, an enormous range of services can be exchanged at nominal incremental cost
location-independent shopping and banking computer-mediated education and training on-line professional consultations informational, entertainment and leisure
services
e-Marketing
as consumer behaviour changes, the marketing function needs to change dramatically
argued that marketing will be at the centre of change
marketing will become increasingly decentralised and fully integrated into business operations
opportunities to lose as well as gain
e-Marketing
successful marketing in this new environment involves: “monocasting”, “pointcasting” and “podcasting” of
communications mass customisation of all marketing mix elements high degree of customer involvement and control a more efficient utilisation of marketing resources attempts to reduce customer alienation from mis-
directed marketing stimuli increased pressure to deliver greater value intense jostling for loyalties of “desirable” customers
e-Marketing
Evolving technology and consumer behaviour
production technology (CAD-CAM, just-in-time production, flexible manufacturing systems)
distribution technology (computer-assisted logistics, scanner, product identification and tracking technologies, electronic data interchange, point of sale terminals linked to vendors, satellite-based locational systems, automated retail and warehouse ordering)
personal use technologies (huge gains in price-performance) with the mobile phone at the centre of rapid changes
e-Marketing
As the power and pervasiveness of technologies grow:
consumers are in a unique, unaccustomed position, i.e. not passive
they have greater control of information flows between buyers and sellers
e-Marketing
future consumers will be dramatically different from past and even present consumers
they will be more demanding, more time-driven, more information intensive, highly individualistic
targeted interactive digital media allowing advertisers to mass customise messages allowing user interaction and input
e-Marketing
consumers will in most cases have more information about product providers than providers will have about consumers
consumers will dictate the timing and mode of communications
they will determine the time and place of resulting transactions
e-Marketing
Lifestyle and Demographic Changes
rising median age in developed countries households progressively more time poor but money rich
(consumers are redesigning time-consuming tasks, and embracing time-saving and time-shifting technologies)
consumers are demanding hassle-free, “get it right first time” service on demand
increased stress (blurring of traditional family roles, increase in autonomy)
e-Marketing
Lifestyle and Demographic Changes
greater concern for privacy (previous social norms of a homogeneous society giving way to pluralistic and diverse values)
legal rights of individuals will be emphasised emphasis on safety and security (ageing population,
greater numbers living alone, feelings of vulnerability) personal entrepreneurship (opportunities provided by new
technologies and rise of niche markets)
e-Marketing
Gravitational commerce
Digital commerce
Time-bound Time-free
Location-free
Location-bound
e-Marketing
move from time-bound and location-bound marketing
to time-free and location-free marketing if a consumer is unable to transact at times and
locations convenient for them the transaction will either not occur or will occur with a different supplier (e.g. banking)
advertising and other forms of information will be received “on demand”
e-Marketing
Automation ofconsumption
Power shift toconsumers
Blurring of consumerand businessmarkets
Greater valueconsciousness Consumers as
co-producers
Shopping on demand
Personalisationandreaggregation
Disintermediationandreintermediation
consumerbehaviourtrends
e-Marketing
Intermediaries
current marketing practice depends heavily on multiple intermediaries in the supply chain
they add time and place utilities to the product’s functional quality
they provide broader and more convenient access to products for a wide range of customers
they serve as informational conduits building an adequate distribution channel is often a
hurdle in entering a market
e-Marketing
Intermediaries
electronics mean a high level of accessibility almost immediately
establishes a two-way information flow numerous administration tasks can be automated huge numbers of customers can be served efficiently
and effectively inventories can be reduced leads to growth in support services (e.g. small package
shipping, orders consolidation)
e-Marketing
Personalisation
the mass market is splintering into ever smaller segments (“mass customisation”)
but customers are not always looking for customised products; may be content with well-designed standardised products
customers may pool purchases (buying consortia) to gain better terms and prices
e-Marketing
Consumers as co-producers
consumers will take on increasingly active roles (e.g. designing and customising products purchased)
while consumers take more control over some commercial relationships, they will relinquish control in other areas (insourcing to outsourcing)
e-Marketing
Greater value consciousness
consumers will expect to pay less for most products (or pay more where perceived additional value)
time is a more valuable currency than money for some consumers (trade-offs)
convenience and simplicity ability to easily locate the best price (via
“price scraping” websites) consumers will not keep large stocks but
want the advantages of large-scale buying
e-Marketing
Blurring between consumer and business markets
lines between home and workplace are rapidly blurring
movement of home-based services to business and vice versa is observed with dual-purpose applications (e.g. DVD shopping, travel planning, legal advice, on-line databases)
e-Marketing
Power shift from marketers to consumers
savvy consumers will make great use of information tools; knowledgeable and demanding drivers of marketing activity
marketers will have to show greater respect for consumers (who are increasingly immune to marketing hype)
transactions will be in the context of a complex relationship revolving around lifestyle issues
e-Marketing
Power shift from marketers to consumers
marketing management thus becomes demand management (and customer equity management)
the task of influencing the timing, the level and composition of demand in a way that helps the organisation achieve its objectives
customer knowledge becomes the capstone of effective marketing (a highly valued corporate resource)
real time interactive relationship marketing becomes the norm
e-Marketing
The concept of the personal marketplace
a repository where participating companies prepare and market customised offerings directly to a consumer
these are categorised by product or service as specified by the consumer
by selecting a particular category, the consumer alerts companies that they are a potential customer, and offers flow in
the customer voluntarily provides as much customising information as needed
participating companies agree not to sell the data they collect outside the personal marketplace, and not to use it to market in any other channel
e-Marketing
How marketing should respond to these changes
must simultaneously get smaller and bigger (role will grow but numbers of marketers may decrease)
need to be more technology savvy (including just in time capabilities, on-line transaction processing, voice recognition, efficient downloading services and logistics)
learn how to retain customer loyalty (primary focus shifts from customer acquisition to relationship management)
e-Marketing
How marketing should respond to these changes
develop cross-functional teams organised around customer needs
practice interactive one-to-one marketing (far beyond current database marketing)
interactions may take several forms:– person to person (marketer interacts with customer)– person to system (marketer interacts with customer’s “agent”)– system to person (marketer’s “agent” interacts with customer)– system to system (marketer’s agent interacts with customer’s
agent)
The Appraisal System
The appraisal system is a mechanism
to integrate organizational expectations
with employee performance.
Appraisal ScreenPress Add Button if First Time Appraisal then Press Save button to Save
Competencies and its Rank Description. Click on Option button for getting score
Instruction of System Saving Record
– Press Add button to enable the screen
– After Add button press Save button to Save Record
Edit Record– If any changing in Appraisal after saving, Press Edit
button then press Save button
– It is not Editable if the Appraisal was Confirmed
Confirm Record– After the Completion of Appraisal, press confirm
button then press Save button to Confirm Record
Getting Report– Press Print button for Printing
Process of Appraisal System
List of Field force by Team
wise
Authorized User authorization
System
Database
Shows Competenci
esS
avin
g
Record
Conduct Appraisa
l
Top Related