eMarketing Marketing Information System Application eMarketing Overview of

e-Marketing

Marketing Information System ; Application “e-Marketing” – Overview of e-Marketing – Review of IT Role in Marketing – e-Marketing Opportunity and Consumer behavior – e-Marketing Mix Strategy – e-Commerce – M-Commerce 2

E-Marketing Review of Business and Marketing in digital economy or “e-conomy” e-Term definition (������� Max Saving Co. , ltd( • e-Commerce หมายถง การคาแบบพาณชยอเลกทรอนกส ซงเปนจดเรมตนของการทำธรกรรมแบบ e-Business โดยทวไปแลวหมายถงการคาแบบ “ซอมา -ขายไป” ในสวนของหนาราน ซงมดวยกนหลายลกษณะ คอ • B 2 C = Business to Consumer • B 2 B = Business to Business • C 2 C = Consumer to Consumer • B 2 G = Business to Government • G 2 G = Government to Government 6 • B 2 S = Business to Society

E-Marketing New way of Global Marketing in “e-conomy” Importer Old Exporter Normal Way Distributor Wholesaler Web way E - Exporter Retailer Consumer 7

E-Marketing Characteristics of E-Marketing : Niche Marketing : Behavioral Segmentation : Personalize Marketing(One-One Marketing) : Dispersion of consumer : All time business : Decision to purchase by information : Marketing activities mix online : Related to traditional MK activities : Low cost Business : Quick response 8

E-Marketing Differentiation from Tradition E-Marketing and Traditional Marketing MK Factors Customer Research Segmentation Kinds of Products Price Sales management Traditional Multi-customer E-marketing Niche-customer Target group Target of one Geo & Demo graphical Behavioral Consumer/Industrial Logistic Criteria Development Testing Customization Manufacturers Setting Customer setting Customer’s consideration from Customer’s consideration by sales propose, media information on web 9

E-Marketing Differentiation from Tradition E-Marketing and Traditional Marketing MK Factors Distribution Channel Sales Area Marketing Communication Traditional Intermediaries / Agents / Middleman / Outlet Zoning Push and pull Strategies and communicate entire media E-marketing Web browser and direct sales to buyers / Over the world Pull strategies only and direct to customers 10

E-Marketing Substituted task by e-Marketing Salesman Cashier Fax Courier Catalogs Messenger Dealers Showroom Agents PR After-sales service 11

E-Marketing Goods, Services & Activities : Tangible Products or Hard Goods : Related to Logistics : Cost of Logistics and Warehouse : Intangible Products or Soft Goods : Downloaded Products : Intellectual property aspects : Services : : Infomediary services Web-portal services Search services Consulting 12

E-Marketing IT Role in Marketing Activities : Direct Marketing By E-mail Free Based , Offender Permission MK , Opt-In , Opt-Out Spamming and Spam regulation : Website Information Search Catalogs online Communication and Sales tools : Advertising Banner and Linking Promoting web Web Portal 13

E-Marketing IT Role in Marketing Activities : Catalog Online Many option or Customization Updating not dead site or non-permanent : e-Ordering & e-Payment Closing sales/e-Purchasing 3 rd Parties (Bank) : e-Logistics & Tracking Quick Response by back office Inventory , Stocking & Available Customs ceremony and Tax service Tracking 14

E-Marketing IT Role in Marketing Activities : Mailing List likewise : Webboard Forum : Mobile Technology GPRS (General Packet Radio Service) WAP (Wireless Application Protocol) Mobile Payment (Practical ; www. boa. co. th) 15

E-Marketing Explosive Growth of Internet M 750 500 250 User 2003 2002 2001 2000 1999 1998 -2013 16

E-Marketing Explosive Growth of Internet $Billion 6000 4000 2000 B 2 B B 2 C E-Commerce 2003 2002 2001 2000 1999 1998 -2013 17

E-Marketing Explosive Growth of Internet Billion 15 10 5 Web site 2003 2002 2001 2000 1999 1998 -2013 18

E-Marketing Internet Users in Thailand http: //internet. nectec. or. th/webstats/home. iir 19

E-Marketing Internet Users in Thailand 20

E-Marketing or Internet Marketing Type of Business Model : Brokerage Model : Advertising Model : Infomediary Model : Merchant Model : Manufacturer Model : Affiliate Model : Community Model : Subscription Model : Utility Model : Other Model 24

ตวอยาง Website ทมรายไดจากคา บรการในการทำหน าทเปนตวกลางหร อนายหนาทางธรก จ อาท ผหาตลาด หาผซอ หาผขาย จบคผซอ ผขาย อำนวยใหผซอ พบสนคาหรอบรก ารทตองการ เปนตน e-Commerce ประเภท Brokerage e-Market Place: Foodmarketexchange. com Buy/Sell Fulfillment: Cars. Direct. com Demand Collection System: Priceline. com Auction Broker: e-Bay. com Transaction Broker: Pay. Pal. com Distributor: Questlink. com Search Agent: Deal. Time. com Virtual Mall: Choice. Mall. com 25 Back

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ตวอยาง e-Commerce ประเภท Infomediary )information intermediary) Website Double. Click. com ทมลกษณะเปนตว Nielsen. com กลางขอมลขาวสารจา Greenpoints. com กผผลตถงผบรโ ภค Edmunds. com รวบรวมเพอนำเสนอข อมลทกอยางทเป นประโยชนแกผบรโ ภคเพอประกอบการตด สนใจซอ และเปนตวกลางระหวา งผบรโภคถงผผล ต ไดแก การรวบรวมศกษาพฤตก รรมการทองอนเตอรเน MK 380 ตของผบรโภคเพอ นำมาวเคราะหการออก The Company Moneyextra Limited, who are owned by Bristol and West plc, is in the process of evolving from a financial infomediary website to a multi channel advice based company, offering financial advice to customers via the internet and a telephone contact centre with the aim of allowing customers to take control of 28 Back their financial decisions.

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E-Marketing or Internet Marketing Type of e-Business : Case Study ; www. king-collection. com MK 380 Kulachatr C. Na Ayudhya 34

E-Marketing or Internet Marketing Type of e-Business : Case Study ; www. king-collection. com MK 380 Kulachatr C. Na Ayudhya 35

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Travel Model 45

E-Marketing or Internet Marketing Strategic Planning 46

E-Marketing or Internet Marketing e-Marketing Strategy : สำรวจเทคโนโลย ) to be Number 1 ) : Hardware ; Server , Computer : Infrastructure ; Network , Cable , ISP : Software; : Shopping Cart system : e-Payment System : Interactive system : Web Promotion 52

E-Marketing or Internet Marketing e-Marketing Strategy : วธสำรวจคแขง : : / คคา คนจาก search Engine Exhibition ตางๆ ทดลองเปนลกคา try to be customer Continue Monitoring 53

E-Marketing or Internet Marketing e-Marketing Strategy Competitive Advantage Suitable Products Efficient Consumer Response Dynamics Against with our strength Daily to Daily update our web pages Markets of one Mass customization Know customer need before customer Mind share + Market share 54

E-Marketing or Internet Marketing e-Marketing Strategy Competitive Advantage Value than price Think local but act global Response with automatic systems Brand Building Brand Loyalty Sustainable standing with patient 55

E-Marketing or Internet Marketing e-Marketing Strategy (Virtual Private Network ; VPN) เปนการแลกเปลยนขอมลเพอความรวดเรวและเพ อการรกษาความลบ ดวยการสงขอมลทมการเขารหส (Encryption) เชน EDI (Electronic Data Interchange( ผใหบร การ เครอขาย • Thai Trade Net Co. , Ltd. EDI • Tiffa EDI Services Co. , Ltd. Manufacturers Merchant • General Electronic Commerce Co. , Ltd. • Advaned Integration Co. , Ltd. 60

E-Marketing or Internet Marketing e-Marketing Strategy B to C (continue( Encouraging repeated visit site Enhancing to product Building Community Customizing Sales Promotion Event Marketing E-Mail Chat room , Forum , Web board , e-Postcard , Freeware , Wealth Information , Screen server or Picture download Web Linking Banner and Advertising in famous web Out of web and IMC 62

E-Marketing or Internet Marketing e-Marketing Strategy ; Search engine 63

E-Marketing or Internet Marketing e-Marketing Strategy ; tradefair 64

E-Marketing or Internet Marketing e-Marketing Strategy ; e-Survey http: //www. ecplaza. net 65

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E-Marketing http: //www. thaigem. com Kulachatr C. Na Ayudhya 76

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