E-commerce :E-commerce COM380 E-commerce Lecture 7 E-marketing


E-marketing :E-commerce COM380 E-marketing Objectives By the end of the lecture students should: Appreciate the need for separate e-business and e-marketing strategies Understand an e-marketing plan and its implementation Appreciate the differences between traditional and new media marketing communications


E-marketing :E-commerce COM380 E-marketing What is e-marketing? Identifying Anticipating Satisfying


E-marketing :E-commerce COM380 E-marketing Marketing concept Marketing or customer orientation


E-marketing :E-commerce COM380 E-marketing E-commerce and E-business Relationship EB EM a b c EB = EM EM EB


E-marketing :E-commerce COM380 E-marketing E-market planning Situation Objectives Strategy Tactics Action Control


E-marketing :E-commerce COM380 E-marketing Situation analysis Demand analysis


E-marketing :E-commerce COM380 E-marketing Competitor analysis Well-known local competitors Well-known international competitors New internet companies


E-marketing :E-commerce COM380 E-marketing Intermediary analysis Internal marketing audit Objective setting


E-marketing :E-commerce COM380 E-marketing Online revenue contribution Online promotion contribution


E-marketing :E-commerce COM380 E-marketing Strategy E-business priorities Restructuring Business and revenue models Marketplace Restructuring Market and product development strategies Positioning and differentiation strategies


E-marketing :E-commerce COM380 E-marketing Target market strategies Segmentation


E-marketing :E-commerce COM380 E-marketing How do we become first choice? Positioning Differential advantage Online value position


E-marketing :E-commerce COM380 E-marketing Characteristics of new media marketing communications Interactivity Intelligence Individualisation Integration


E-marketing :E-commerce COM380 E-marketing Industry restructuring Independence of location


E-marketing :E-commerce COM380 E-marketing Tactics Product How do we differentiate? How do we migrate our brand online or use new brand? Do we become a portal or an ISP? Do we offer extranet to key customers? Do we offer personalised services? Are there any other features we can add and charge for?


E-marketing :E-commerce COM380 E-marketing Price Cost of pricing Target profit pricing Competition-based pricing


E-marketing :E-commerce COM380 E-marketing Price Market-oriented pricing Premium pricing Penetration pricing


E-marketing :E-commerce COM380 E-marketing Place Promotion People, process and physical evidence


E-marketing :E-commerce COM380 E-marketing Online branding Brand Brand equity Brand Identity Actions Control


E-marketing :E-commerce COM380 E-marketing Objectives Appreciate the need for separate e-business and e-marketing strategies Understand an e-marketing plan and its implementation Appreciate the differences between traditional and new media marketing communications