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2. CM2# eMarketing environment
Transcript of 2. CM2# eMarketing environment
Chaffey D. and Ellis-Chadwick F. (ed.), Digital Marketing; Strategy, Implementation and Practice, Pearson 2012
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
Desktop, laptop and notebook platforms
Mobile and tablet platforms
Other hardware platforms
Desktop browsers- based platforms
Feed- based and API platforms
Mobile operating systems and browsers
Mobile based apps
Types of online presence
Successful eMarketing strategy should integrate Internet and traditional marketing channels as a part of
Benefits of eMarketing
Sell (grow sales)
Serve (add value)
Speak (get closer)
Save (save cost)
Sizzle (extend the brand online)
Benefits of social media marketing
Challenges of managing eMarketing strategy
No specific objectives
Lack of budget
Budget wasted through experiments/duplication
Lack of online value proposition
Lack of results measurement
Analyze online marketplace
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
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?
cultural diversity among digital communities, which influence use of the Internet and the services business provided online
'information haves’ vs. ‘information have-nots’
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
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 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:
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.
How to analyse competitors?
- 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.
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
- firms that can help companies to promote, sell and distribute its products or services.
Types of intermediaries:
Directories (e.g. Yahoo!, Buisness.com)
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.
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
The impact of digital platforms on marketing communications
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
Consumers are proactive and self-selective
Allows effective targeting
Reduces advertising wastage
Less control over marketing activities
From MONOLOGUE to DIALOGUE (or TRIALOGUE)
From ONE-to-MANY to ONE-to-SOME and ONE-to-ONE
From ONE-to-MANY communication to MANY-to- MANY communication
Consumers' personal websites
From LEAN-BACK to LEAN-FORWARD
Facilitate search behaviour
Encourage consumer interaction
Enable experiential marketing
Improve responsiveness to consumers
From ADVERTISING to
Online channels can:
Inform consumers about products/ offers etc.
Persuade consumer to buy product/ service
Remind consumers about the offering
Engage consumer in dialogue
From COMMUNICATION to
Time delayed/ asynchronous
Lack of social, personal interaction
Marketer controls communication
Consumer is in control
Increase in communications intermediaries
Independence of location
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.
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
Lack of vision
Information/ experience-seeking behaviour model
....other types of consumers
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?
Dr Ewelina Lacka
Lecture 1- 3
Digital marketing strategy
Consumer experience online
SEO, affiliate marketing, email marketing, social media, mobile marketing,
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.
(boring academic + fun industry speakers)
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)
.com (an international or American company)
.org (not-for-profit organisations)
.net (network provider)
.co.uk (company based in the UK)
.ac.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