Ch08-E Marketing Lecture

Slide 8.
CHAPTER 8 E-MARKETING
Dave Chaffey, E-Business and E-Commerce Management, 3rd Edition Marketing Insights Ltd 2007
Slide 8.2
Learning outcomes

Assess the need for separate e-business and emarketing strategies Create an outline e-marketing plan intended to implement the e-marketing strategy Distinguish between marketing communication characteristics of traditional and new media.
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Management issues

How do we integrate traditional marketing approaches with e-marketing? How can we use electronic communications to differentiate our products and services? How do we redefine our marketing and communications mixes to incorporate new media?
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Marketing
The definition of marketing by the Chartered Institute of Marketing (http://www.cim.co.uk/) is:
Marketing is the management process responsible for identifying, anticipating and satisfying customer requirements profitably
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How do e-tools support marketing?
Identifying how can the Internet be used for marketing research to find out customers needs and wants Anticipating anticipating the demand for digital services
Satisfying how to achieve customer satisfaction through the electronic channel
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E-marketing defined
Achieving marketing objectives through use of electronic communications technology Another similar term is digital marketing
Which e-marketing tools can assist?
Web, e-mail, databases, wireless and digital television.
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Distinguish between e-marketing, e-business, and e-commerce
E-marketing is a subset of e-business E-commerce is a subset of e-business E-commerce involve both bye side and sell side transaction E-marketing concentrate on sell side transaction and communication
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E-marketing planning
A e-marketing plan is needed to detail the specific objectives of the e-business strategy through marketing activities
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Is a separate e-marketing plan required?
Customer demand will be underestimated Existing and start-up competitors will gain market share Duplication of resources Insufficient customer data are collected Efficiencies available through online marketing will be missed
Situation: where are we now? Objectives: where do we want to be?
Strategy: how do we get there?

Tactics: how exactly we get there? Actions: what is our plan? Control: did we get there?
Figure 8.2
SOSTAC a generic framework for e-marketing planning
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SOSTAC
Developed by Paul Smith (1999) Summarizes the different stages that should be involved in a marketing strategy from strategy development to implementation
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SITUATION ANALYSIS
1-STAGE OF SOSTAC
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Situation Analysis
Aim is to understand the current and future environment in which the company operates.
Environment analysis and review of internal processes and resources
Figure 8.4
Inputs to the e-marketing plan from situation analysis
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Demand analysis
It examines use of digital channel by current and projected customers within different target markets.
What percentage of customer businesses have access to the Internet?
What percentage of members of the buying unit in these businesses have access to the Internet?
What percentage of customers are prepared to purchase your particular product online? What percentage of customers with access to the Internet are not prepared to purchase online, but are influenced by web-based information to buy products offline? What are the barriers to adoption amongst customers and how can we Dave Chaffey, E-Business and E-Commerce Management, 3 Edition Marketing Insights Ltd 2007 encourage adoption?
rd
Figure 8.5
Customer demand analysis for the car market
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Competitor Analysis
The monitoring of competitor use of ecommerce to acquire and retain customer Companies should review:
Well-known
local competitors Well-known international competitors New Internet companies locally and worldwide
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Competitor Analysis
Equation used to appraise competitors:
Product quality * service quality Customer value = ____________________________ Price * fulfillment time
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Intermediary analysis
To what extent competitors are using disintermediation or reintermediation Identifying relevant intermediaries for a particular marketplace Identify strategic partners when executing an online advertising campaigns
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Internal marketing audit
This will assess the capability of the resources of the company such as its people, processes and technology to deliver e-marketing compared with its competitors Review the following elements of an e-com site.
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Internal marketing audit
Business effectiveness:
Contribution of site to revenue (see objective setting), profitability and any indications of the corporate mission for the site. The costs of producing and updating the site will also be reviewed, i.e. cost-benefit analysis.
Marketing effectiveness. These measures may include:
leads; sales; retention; market share; brand enhancement and loyalty;
customer service.
These measures will be assessed for each of the different product lines delivered through the web site. The way in which the elements of the marketing mix are utilized will also be reviewed.
Internet effectiveness: These are specific measures that are used to assess the way in which the web site is used, and the characteristics of the audience.
Such measures include specialist terms such as hits and page impressions that are collected from the log file, and also more typical techniques such as focus groups and questionnaires to existing customers. From a marketing point of view, how clear the value proposition of the site for the customer, is should be noted.
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OBJECTIVE SETTING
2-STAGE OF SOSTAC
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SMART e-marketing objectives
Specific Measurable Achievable Realistic Time-constrained
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Examples of SMART emarketing objectives
Start-ups acquiring a specific number of new customers or to sell advertising space to generate a specified revenue that will hopefully exceed investment in site creation and promotion! Established mobile-phone operator increase customer retention by reducing churn from 25 per cent to 20 per cent.
Established media company increase online revenue, target of 20 per cent online contribution to revenue by offering new online services and media sales.
Established business-to-business engineering company increase overall revenue by 5 per cent, through targeting sales in new international markets.
Slide 8.25
The Online Revenue Contribution
A measure of extent to which a companys online presence directly impacts on the sales revenue of the organization An assessment of the direct contribution of the internet or other digital media to sales ORC objective can be specified for different type of products, customer segments, geographical markets ORC objective can also be set for different digital channels such as web, mobile or interactive digital TV.
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STRATEGY
3- stage
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Strategy
The strategy element of an e-marketing plan defines how e-marketing objectives will be achieved.
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Target market strategies
Evaluation and selection of appropriate segments and the development of appropriate offers 5 questions when developing customercentric strategy for e-marketing:
Who
are our customers? How are their needs changing? Which do we target? How can we add value? How do we become first choice?
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Characteristics of new-media marketing communications

Traditional media: TV, radio New digital media: web sites, interactive TV, mobile commerce Summery of difference : 6 I of e-marketing Interactivity Intelligence Individualization Integration Industry restructuring Independence of location
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6 Is
Interactivity Traditional media is push media where the marketing message is broadcast from company to customer Limited interaction with customer Internet is a pull media where customer initiate contact and seek information on web site Internet used to encourage two-way communication.
Summary of communication models for (a) traditional media, (b) new media
Figure 8.9
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Intelligence
Internet is Low cost method of collecting marketing research about customer perception of product and services. It is Used to create two way feedback It is used to collect marketing research information Company can respond in real time to buyer behavior
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Individualization
Traditional media: same message broadcast to everyone Internet: information is not unique to individuals, but to those with a common interest
Summary of degree of individualization for (a) traditional media (same message), (b) new media (unique messages and more information exchange between customers)
Figure 8.10
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Integration
Internet provides scope for integrated marketing communication It is just one of many different media channels
Figure 8.11
Channels requiring integration as part of integrated e-marketing strategy
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Examples of integrated communication tools
The internet can be used as a direct-response tool enabling customers to respond to offers and promotions publicized in other media The web site can have a direct response or callback facility built into it. The Internet can be used to support the buying decision even if the purchase does not occur via web site called as mixed-mode buying or channel switching
Figure 8.12
Channel integration required for e-marketing and mixed-mode buying
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Industry restructuring
Disintermediation, reintermediation, countermediation concepts should be considered.

Which intermediaries should we be represented on?
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Independence of location
Electronic media gives opportunities to sell into international market.
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TACTICS
4 - stage
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Tactics
Marketing tactics to implement strategy and objective, are based on the elements of marketing mix. marketing mix: 4 Ps ? Product, Price, Place, Promotion + People, processes, physical evidence = 7 Ps
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Tactic
Marketing mix provide a framework to vary different elements of the product offering to influence demand for the product within the target market Eg. To increase sales of product , price can be decreased
The Marketing Mix
Figure 8.13
The elements of the marketing mix
Slide 8.45
Product
Core product (digital product/information about product) Extended product (warranties/guarantees/money back offers) Mass customization of product
Extend range (Tesco) Narrow range (WH Smith iDTV) Online-only products (banks) Develop new brand (Egg)
Migrate existing brand (HSBC)

Partner with online brand (Waterstones and Amazon)
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Product
Slide 8.47
Price
Price element of marketing mix refers to an organizations pricing policies which are used to set price for product and services

Start-up companies use low prices to gain a customer base Reduce online prices due to price transparency and competition Maintain price to avoid cannibalization (negative result) of offline sales
Slide 8.48
Implications of the internet for price

1)
Increased price transparency Customers may be able to quickly find out about price discrimination and they will object to it. Customer knowledge of pricing is enhanced through internet Customer can visit sites of rival suppliers or can visit sites of price comparison engines like kelko and Pricerunner
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2) Downward pressure on price Use of auction in B2B exchange can drive down the price 3) New pricing approaches Dynamic pricing: new customers will be automatically given discounted purchases for the first three items
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4) Alternative pricing structure or policies
Basic price Discount Guarantees and warranties Order cancellation terms Refund policies
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Place
Internet has a global reach Place = avoiding channel conflicts

sell direct Reintermediation partner with new intermediaries Countermediation
Disintermediation
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Implications on place
Place of purchase:
Manufacturers
own site, intermediary
New channel structures:

Changes
introduced by disintermediation, reintermediation, countermediation threaten distribution arrangement with existing partners provide new options for forming partnership to mutually benefit all parties
Channel conflicts:
Disintermediation
Virtual organizations
Internet
Slide 8.53
Promotion

Part of communication strategy This include selection of target market and integration of different communication tools Internet offers new ,additional marketing communication channels to inform customers about benefit of product and assist in buying decision Selective use of new online tools for different stages of the buying process and customer lifecycle Online only campaigns Integrated campaigns incorporating online tools into communications mix.
Options for the online vs offline communications mix (a) online > offline, (b) similar online and offline, (c) offline > online
Figure 8.14
Slide 8.55
People, process, physical evidence

Important for service delivery People

Automate
use web self-service, offer customer choice process for service contact strategies
Process
Change
Physical evidence
design differentiate or support brand Fulfillment quality.
Site
Slide 8.56
Branding
Malcolm McDonald in their classic 1992 book, Creating Powerful Brands as an----- identifiable product or service augmented in such a way that the buyer or user perceives relevant unique added values which match their needs most closely. Furthermore, its success results from being able to sustain these added values in the face of competition.
Slide 8.57
Options for changing brand identity online
Transfer traditional brand online Extend traditional brand Partner with existing digital brand Create a new digital brand
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ACTIONS
5 - stage
Slide 8.59
Actions
It refers to activities conducted by manager to execute plan. Questions that need to be resolve when specifying actions include: What level of investment in the Internet channel is sufficient to deliver services? What training of staff is required? What new responsibilities are required for effective Internet marketing? What activities are involved in creating and maintaining the web site?
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CONTRO L
6 - stage
Slide 8.61
Control
Conduct marketing research Analysis of web-server log files Intranets can be used to share information

Ch08-E Marketing Lecture

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Slide 8.

How do e-tools support marketing?

Satisfying how to achieve customer satisfaction through the electronic channel

Web, e-mail, databases, wireless and digital television.

Distinguish between e-marketing, e-business, and e-commerce

Is a separate e-marketing plan required?

Situation: where are we now? Objectives: where do we want to be?

Strategy: how do we get there?

SOSTAC a generic framework for e-marketing planning

Inputs to the e-marketing plan from situation analysis

Customer demand analysis for the car market

Equation used to appraise competitors:

Internal marketing audit

Internal marketing audit

Marketing effectiveness. These measures may include:

leads; sales; retention; market share; brand enhancement and loyalty;

SMART e-marketing objectives

Specific Measurable Achievable Realistic Time-constrained

Examples of SMART emarketing objectives

The Online Revenue Contribution

Target market strategies

Characteristics of new-media marketing communications

Channels requiring integration as part of integrated e-marketing strategy

Examples of integrated communication tools

Channel integration required for e-marketing and mixed-mode buying

Disintermediation, reintermediation, countermediation concepts should be considered.

Electronic media gives opportunities to sell into international market.

The Marketing Mix

The elements of the marketing mix

Migrate existing brand (HSBC)

Implications of the internet for price

4) Alternative pricing structure or policies

Internet has a global reach Place = avoiding channel conflicts

own site, intermediary

New channel structures:

People, process, physical evidence

Important for service delivery People

Options for changing brand identity online

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