Overview

e-business : use of Internet/Web to transform organizational performance e-commerce : use of Internet/Web to facilitate and accelerate commercial transactions. (B2B , B2C,C2C) e-marketing : use Internet/Web and related information technologies to conduct marketing activities. (e.g. using e-mail, blogs, designing a separate website, mobile computing etc.) Applications of e-marketing
Build brands Facilitate and track consumer communities Share pertinent information Disseminate messages Provide customer service Build promotional campaign Gain a competitive edge in the cluttered marketplace

Online vs. Offline Marketing

Perception of e-marketing among old managers
Internet advertising creating a persuasive website do not have a clear template to plan, implement, and analyze their e-marketing activities

Offline advertising
advertise during popular TV shows are broadcasting

Online advertising
Traffic is to widely spread out proper judgment of actors, spaces, actions, and outcomes in relationship with marketing goals

Managers dont have a clear template to plan, implement, and analyse their emarketing activities. E-marketers should ask following questions to themselves
Which actions will we take in what space? Which actors do we expect to be involved in what space? How will these actions in multiple spaces help us achieve our goals?

Understanding E-marketing and E-MarkPlan through examples:

Case Study 1: Burger Kings subservient chicken

Link: http://www.subservientchicken.com/pre_bk_skinned.swf

Case Study 1: Burger Kings subservient chicken

Promotion of Tender Crisp Chicken Sandwhich launched by Burger King in 2004(Tagline: Have it your way) The model programmed for about 400 commands Unconventional and became an instant hit Attracted more traffic than the site itself(burgerking.com) a month from its launch Cost effective and a bit more focused than mass advertising like TVs

Case Study 2: Geico geckos blog

Geico, an insurance company is known for creating humorous and satirical ads through mascots like gecko. Created a blog for the mascot which is updated at regular intervals. Reinforces the brand image and develops the connect with the user. Easy to order insurance policies via this blog.

Case Study 3: Amazon.com affiliates program

Affiliates or associates act as trafffic generators for company. Operators of small websites earn a commission on referring traffic to Amazon.com and displaying logo. The company pays only when a purchase is made from Amazon. By prominently displaying the logo, it also helps in e-branding the firm and helps in a better brand recall.

Case 4: Tide.coms fabric care network

Website by P&G Community of users Consumers share the solutions

Case 5: Consumer unions prescription for change

Publishes consumer reports magazine Prescription for change campaign- a stunning success Led to launching of advocacy sites

E MARKPLAN

E-MARKPLAN has five components:

Goals Actors Spaces Actions Outcomes : : : : : What do we wish to achieve through e-marketing? Who are the marketing actors in the e-marketing process? Where will our e-marketing take place online? What specific e-marketing actions should we take? What outcomes should we expect from our e-marketing activities?

GOALS Managers should be clear what they want to achieve in short term and long term. Must be clearly stated and measureable. ACTORS Actors are seen as being friendly, hostile or agnostic to the companys interest. Actors are classified as either Primary or Secondary
Primary Actor takes actions that directly impact the company. Secondary Actors take action that indirectly impacts the company.

Spaces

Company website , other online spaces

Spaces can be positive or negative.

Role of E- marketers

Direct Indirect Reflective

They can take action and affect outcome

Like third party online community Actions taken by taken by e-marketers are observed by others and are reflected to the consumer. Eg.www.findsavings.com

E-MARKPLAN categorizes spaces into

1)Advertising-Advertising spaces are online areas where advertisements may be bought by e-marketers for display to consumers. Eg. nytimes.com, espn.go.com

2)Content- Content spaces are online areas that content like e-marketers own website, partner websites, media websites, blogs, consumer e-mail inboxes, search engines occupies.

3) Community- Community spaces are areas where groups of consumers congregate not just to observe, but also to participate. Examples include blogs, brand communities

4) Promotional spaces- promotional spaces are devoted to the act of promotion .Eg brand sites such as www.tide.com, deal aggregators such as www.findsavings.com

E-marketing actions are classified into three broad categories:

Communication actions
It include advertising(e.g., text ads, immersive advertising, banner ads, pop-up ads, pop-under ads, advergames), direct message dissemination (e.g., permissionbased email, e-mail newsletters, viral e-mail), and content creation and management (e.g., frequently asked questions, product information, downloadables).

Analytics Customer relationship management actions

The biggest part of analytics is search engine optimization.

It can be broken down into two categories: those focusing on individual consumers like enhanced online customer service, personalization, and privacy assurance and those focusing on groups of customers like viral campaigns, which encourage individuals to disseminate messages to their friends, and community management

Outcomes

Outcomes represent the ultimate test for all e-marketing action Eg. In Subservient Chicken case the campaign led to significantly high traffic: 396 million individuals visited the site by March 2005 (Anderson, 2005). The campaign led to a noticeable increase in sales of the marketed product, ie double digit growth.

E-MARKPLAN will help managers by:

Ensuring a comprehensive approach to plan e-marketing activities; Minimizing the chances of missing out on key actors and spaces; Helping them consider the multiplicative effects of actors, spaces, and actions; Linking actions in various spaces to outcomes that can be measured against goals; Providing a versatile methodology that can be applied in a variety of contexts; Calibrating e-marketing performance, allowing for rapid corrective action; and Maximizing the chances of e-marketing success.

Thank You