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1. CM2# eMarketing

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Ewelina Lacka

on 31 October 2017

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Transcript of 1. CM2# eMarketing

Consumer Management 2
Consumer-led eMarketing

Management 2

7 lectures
3 weeks
Core Reading:
Chaffey D. and Ellis-Chadwick F. (ed.), Digital Marketing; Strategy, Implementation and Practice, Pearson 2016

Additional Reading:
Check MyPlace
What it is and why it matters ?
The application of the Internet and related digital technologies in conjunction with traditional communications to achieve marketing objectives
Achieving marketing objectives through applying digital technologies
eMarketing platform
Desktop, laptop and notebook platforms
Mobile and tablet platforms
Other hardware platforms
Desktop browsers- based platforms
Desktop apps
Email platforms
Feed- based and API platforms
Video-making platforms

Mobile operating systems and browsers
Mobile based apps

Gaming platforms

Types of online presence
Successful eMarketing strategy should integrate Internet and traditional marketing channels as a part of
multichannel marketing!
Benefits of social media- 6Is
Challenges of managing eMarketing strategy
Unclear responsibilities
No specific objectives
Lack of budget
Budget wasted through experiments/duplication
Lack of online value proposition
Lack of results measurement
No plan!
Analyze online marketplace
Marketing environment


Technological forces
changes in technology which influence marketing objectives; create new product development opportunities; introduce new ways to access target markets through channel integration; create new form of access platforms and applications
Security risk involved in an e-commerce transaction:
Confidential details or password accessed on user’s computer
Transaction or credit card details stolen in transit
Consumers’ credit card details stolen from merchant’s server
Consumers’ details accessed by company staff
Merchants or consumers are not who they claim to be

Axes of uncertainty:
Growth in the global economy and in the digital markets will occur in emerging economies
Governance of the Internet will be subject to occasional Internet disruptions
Change in consumer behaviour
Change of technology usage
Change of Internet access price

Economic forces
cause variation in economic conditions: affect trading opportunities; influence consumer spending and business performance; have significant implications for digital marketing planning

Market growth, assesses on the basis of demographic variables (e.g. age profiles, birth rates, education levels, gender, household structures, lifestyle, total income expenditure, working patterns and occupations.)

Employment and working patterns

Income and expenditure

What is the effect of globalisation on digital strategy?

Social forces
cultural diversity among digital communities, which influence use of the Internet and the services business provided online

'information haves’ vs. ‘information have-nots’

social exclusion


Legal forces
determine the methods by which products can be promoted and sold online. Laws and ethical guidance that seek to safeguard individuals’ rights to privacy and business to free trade

Political forces

national governments and transnational organisations have an important role in determining the future adoption and control of the Internet and the rules by which it is governed

Political actions that aim to control adoption of the Internet:

Promoting the benefits of adoption the Internet for consumers and business to improve a country’s economic prosperity

Consumer analysis

Consumer behaviour analysis
involves research into motivations, media consumption preferences and selection processes used by consumers as their digital channels together with traditional channels to purchase online products/ use online services

Consumer behaviour analysis types:

Demand analysis
involves understanding current trends and level of use of the Internet and different online services as well as factors affecting how consumers use digital services on offer (e.g. cost of access, value proposition, perception of ease of use, perception of security)

Digital consumer behaviour
understanding needs, characteristics and digital experiences or behaviour of target consumers.
How to evaluate consumer’s demand levels?
How does the consumer access digital platform?

Demand based on types of access
Location access: refers to the networks which provide access to digital services
Channel access: refers to broadband or mobile access.

How to evaluate consumer behaviour ?
1. Create personas
Persona is a semi-fictional representation of an ideal consumer, based on evaluation of consumer demographics, behaviour, motivations and goals

2. Develop consumer scenario
Consumer scenario ( a set of alternative tasks or outcomes required by a consumer) help to understand different information needs of different consumer types at different stages of buying process.

Competitors analysis
How to analyse competitors?
Competitor analysis
- involves identifying the companies which are competing for the business and then reviewing what they are good at, what are they strengths, where are their weaknesses, what are they planning etc.

Competitors benchmarking-
a structured analysis of the online services, capabilities and performance of an organization within the areas of consumer acquisition, conversion, retention and growth.

Suppliers and intermediaries analysis
Marketing intermediaries
- firms that can help companies to promote, sell and distribute its products or services.

Types of intermediaries:
Directories (e.g. Yahoo!,
Search engines (e.g. Google, Bing)
Virtual resellers (e.g. Amazon)
Financial intermediaries (PayPal)
Forums, fan clubs etc (i.e. virtual communities)
Evaluators (i.e. TripAdvisor)

eMarketing strategy development
How digital tools can support business objectives ?
The impact of digital platforms on marketing communications
Broadcast (TV, radio), press, direct mail etc.
email mobile
Advertising, Direct marketing, PR, Personal selling
Advertising, Direct marketing, PR, Personal selling online
Direct mail, brand advertising
Email marketing, social media, blogs etc
TV, newspaper, radio
Search engines
The impact of digital platforms on marketing communications
Thank you!

See you next week
Marketing vs. eMarketing
from PUSH to PULL

e.g. print media, TV, radio

Communications are broadcast from an advertiser to consumers of the message

Consumers are passive recipients of the message

Information is unidirectional (from company to consumer)

e.g. content, search, social media
The consumer is proactive in actively seeking out a solution and interactions with brand

The consumer is attracted through content, search and social media marketing

Inbound marketing

Consumers are proactive

Allows for effective targeting

Reduces advertising wastage
Less control over marketing activities

From ONE-to-MANY to ONE-to-SOME and ONE-to-ONE

Mass customisation

From ONE-to-MANY communication to MANY-to- MANY communication
Company website
Consumers' personal websites
Virtual communicates
Facilitate search behaviour

Encourage consumer interaction

Enable experiential marketing

Improve responsiveness to consumers

Online channels can:

Inform consumers about products/ offers etc.

Persuade consumer to buy product/ service

Remind consumers about the offering

Engage consumer in dialogue


Time delayed/ asynchronous

Lack of social, personal interaction

Marketer controls communication

Immediate/ synchronous

Social presence

Consumer is in control


Increase in communications intermediaries
Outbound marketing
Sponsoring research leading to dissemination of best practice among companies

Enacting legislation to regulate the environment

Involvement in setting up international bodies to coordinate the Internet.
Consumer characteristics:

Demographic variables
e.g. age, gender, occupation, income, education, lifestyle, cultural and social background

Psychographic and behavioural variables
e.g. goals, tasks, motivations, attitudes, risk and trust perception, innovativennes , perception of enjoyment

e.g. web experience, usage location, usage platform, usage frequency

Organisational challenges of eMarketing
Lack of significance of eMarketing in organisational strategy
Need to modify organisational structure to support eMarketing
Need to develop new processes, procedures or ICT
Lack of skillful staff !
Lack of online culture in the organisation
Superordinate goals
Lack of vision

Directed information-seekers

Undirected information-seekers

Entertainment seekers

Bargain hunters

Directed buyers

Information/ experience-seeking behaviour model
....other types of consumers
Brand focused
Price sensitive
Hierarchy of response model
Increased bargaining power of buyers
Decreased bargaining power of suppliers
Increased threat of substitute products
Decreased barriers to entry
Increase in rivalry between competitors
chapter 1, 2 and 3
Demand based on consumer choice and information access
Why does the consumer engage in activities on digital platform?
Lecture 1- 3

Online environment
Digital marketing strategy and tactics
Lecture 4-5
Content marketing
Web development and Search
Lecture 6-7
Social media and affiliate marketing
Mobile marketing and emerging technologies
Blended learning
is a formal education program in which a student learns at least in part through delivery of content and instruction via digital and online media with some element of student control over time, place, path, or pace.


Domain-name refers to the name of the web server. It is usually selected to be the same as the name of the company.

Domain-name extension. It indicates domain type, commonly known as the generic top-level domain (gTLD)

Common gTLDs:
.com (an international or American company)
.org (not-for-profit organisations)
.net (network provider) (company based in the UK) (Uk based university)

The web content:
Text information- HTML (Hypertext Markup Language)
Text information and data –XML (eXtensible Markup Language
Graphical images (GIP, JPEG and PNG files)
Animated graphical information (Flash and plug-ins)
collective programming of mind
Teaching Team

Academic: Dr Ewelina Lacka
Room SW507


2016 Econsultancy top 100 digital agencies list
second largest indpendent design & build agency
No 1 independent agency in Scotland.
services - including digital strategy, design, web development, SEO, PPC, affiliates, social media and more...
Pre-assessment activities
Lecture 1.
Select the topic
. The topic should be related to marketing/ business issues

Lecture 2- 3
Conduct situational analysis
develop online presence

Lecture 4-7.
Develop digital marketing strategy and tactics
to achieve above-mentioned objectives and
implement it

Assessment of the performance of digital marketing strategy.
Structure of the report:
Executive summary.
Main body
Situational analysis
Justification of the strategy obtained
Evaluation of the strategy
Suggestions for strategy improvement

(Good) Example

Social Media use worldwide
(September 2016)
Benefits of eMarketing – The 5Ss
Industry restructuring
Independence of location
Full transcript