tailieunhanh - PRINCIPLES OF INTERNET MARKETING

Baseline Definition of e-Marketing: “ identifying, understanding, collaboratively creating, and meeting a segment of human and social needs, wants, desires, wishes digitally.” | PRINCIPLES OF INTERNET MARKETING NAPA CONSULTING GROUP Topic: Internet Marketing E-Marketing vs. marketing Internet demographics Advantages New contagions of information Impact on Product Mix New innovation paradigm First A Few Facts E-Marketing ≠ sales Marketing plan ≠ e-Marketing plan Most organizations have no: Marketing strategy Marketing plan e-Marketing plan Brand advocacy strategy Good news: The Internet keeps on growing Bad news: Getting harder to be found Baseline Definition of e-Marketing “ identifying, understanding, collaboratively creating, and meeting a segment of human and social needs, wants, desires, wishes digitally.” Adaptation of Philip Kotler’s original definition of marketing. Customer Integrated Into Process Monologue One way Mass communication Static No interaction among customers Shotgun approach Hard to identify customers Hard to manage customers BEFORE AFTER Dialogue One-to-one marketing Real-time Dynamic Collaborative Segmented Rich customer | PRINCIPLES OF INTERNET MARKETING NAPA CONSULTING GROUP Topic: Internet Marketing E-Marketing vs. marketing Internet demographics Advantages New contagions of information Impact on Product Mix New innovation paradigm First A Few Facts E-Marketing ≠ sales Marketing plan ≠ e-Marketing plan Most organizations have no: Marketing strategy Marketing plan e-Marketing plan Brand advocacy strategy Good news: The Internet keeps on growing Bad news: Getting harder to be found Baseline Definition of e-Marketing “ identifying, understanding, collaboratively creating, and meeting a segment of human and social needs, wants, desires, wishes digitally.” Adaptation of Philip Kotler’s original definition of marketing. Customer Integrated Into Process Monologue One way Mass communication Static No interaction among customers Shotgun approach Hard to identify customers Hard to manage customers BEFORE AFTER Dialogue One-to-one marketing Real-time Dynamic Collaborative Segmented Rich customer interaction Rich customer data Customer Customers Supplier Supplier Internet E-Marketing: More Than Just Your Website ACME Branded site Site linking Small businesses B2B partners Industry Business resource Hubs - Regional - By industry - By application Portals Verticals Search engines - Regionally - Worldwide Outsource Partners Admin portal Regional Agent communities - By industry - By application - Portals First time visitors from search engines. Partners Other Blogs Other Blogs Forum A B C A B C PORTAL Global Online Population Currently about billion Projected to grow to billion by 2010 Websites Worldwide Netcraft November 2006 survey In May 2007, the number reported was a little over 118 million worldwide 70 million blogs in just 4 years. 120K blogs being added each day. . Online Ad Spending: of the $285 billion total . advertising market in 2006 Source: Wall Street Journal, May 25, 2007, pg. B1 $ Advantages Democratization of advertising