eMarketing Muhammad Shariq eMarketing Definition Emarketing is the

e-Marketing Muhammad Shariq

e-Marketing Definition “E-marketing is the use of information technology in the processes of creating, communicating, and delivering value to customers, and for managing customer relationships in ways that benefit the organization and its stakeholders” Strauss, El-Ansary and Frost (2006: 3)

e-Marketing ¨ e-marketing is used as well as traditional channels to develop positive, long-term customer relationships (whether online or offline) ¨ and create a competitive advantage for the firm by allowing it to charge a higher price for products or services than its competitors can charge

e-Marketing E-marketing ¨ increases the effectiveness and efficiency of traditional marketing functions ¨ the technology transforms marketing strategies ¨ opens new global markets and international partnerships ¨ it results in new business models that add customer value and increases profitability

e-Marketing But e-marketing is more than just using the internet ¨ converging technologies enhance customer relationship management, database management and supply chain management ¨ but in time the “e” of e-marketing will be dropped – electronic business will be all pervasive

e-Marketing The Internet ¨ provides content ¨ communicates ¨ sells ¨ offers a network function

e-Marketing Internet Marketing 1. 2. 3. 4. 5. 6. 7. Display advertising E-mail marketing software Interactive advertising Social media optimization Web analytics Cost per impression

e-Marketing Affiliate marketing ¨ Cost per action ¨ Contextual advertising ¨ Revenue sharing

e-Marketing Search engine marketing ¨ ¨ Search engine optimization Pay per click advertising Paid inclusion Search analytics (Mobile advertising)

e-Marketing ¨ marketers use websites to communicate with customers ¨ the goal is to create a strong relationship with the customer ¨ the Internet is used as a direct channel to sell services and products ¨ some websites provide purely digital information ¨ led to new electronic services facilitated by networked computers and mobile devices

e-Marketing ¨ the transition to the information and knowledge age is profound (still in its early stages) ¨ rapid advances in technology with convergence on digital electronic technology ¨ escalating global competition ¨ rising consumer expectations for quality, speed of response and customisation (individualism)

e-Marketing ¨ the current web is crude in capabilities and functionality ¨ it is a rather chaotic test bed for companies ¨ consumers are learning new modes of interaction and consumption ¨ eases time and place constraints on consumers ¨ no longer will goods and services be offered primarily at the seller’s convenience (power shifts from sellers to buyers) ¨ anytime and anywhere purchasing and consumption will be common ¨ talk of a web 2. 0 (private subscriber networks with downloads of software, music and other content)

e-Marketing ¨ communication bandwidths will rapidly rise ¨ terminal equipment will be more powerful, smarter, easier to use, affordable, portable, cheaper, smaller ¨ the cost of digital storage is falling rapidly

e-Marketing ¨ once hardware and an telecommunications infrastructure is in place, an enormous range of services can be exchanged at nominal incremental cost ¨ location-independent shopping and banking ¨ computer-mediated education and training ¨ on-line professional consultations ¨ informational, entertainment and leisure services

e-Marketing ¨ as consumer behaviour changes, the marketing function needs to change dramatically ¨ argued that marketing will be at the centre of change ¨ marketing will become increasingly decentralised and fully integrated into business operations ¨ opportunities to lose as well as gain

e-Marketing successful marketing in this new environment involves: ¨ “monocasting”, “pointcasting” and “podcasting” of communications ¨ mass customisation of all marketing mix elements ¨ high degree of customer involvement and control ¨ a more efficient utilisation of marketing resources ¨ attempts to reduce customer alienation from mis-directed marketing stimuli ¨ increased pressure to deliver greater value ¨ intense jostling for loyalties of “desirable” customers

e-Marketing Evolving technology and consumer behaviour ¨ production technology (CAD-CAM, just-in-time production, flexible manufacturing systems) ¨ distribution technology (computer-assisted logistics, scanner, product identification and tracking technologies, electronic data interchange, point of sale terminals linked to vendors, satellitebased locational systems, automated retail and warehouse ordering) ¨ personal use technologies (huge gains in priceperformance) with the mobile phone at the centre of rapid changes

e-Marketing As the power and pervasiveness of technologies grow: ¨ consumers are in a unique, unaccustomed position, i. e. not passive ¨ they have greater control of information flows between buyers and sellers

e-Marketing ¨ future consumers will be dramatically different from past and even present consumers ¨ they will be more demanding, more time-driven, more information intensive, highly individualistic ¨ targeted interactive digital media allowing advertisers to mass customise messages allowing user interaction and input

e-Marketing ¨ consumers will in most cases have more information about product providers than providers will have about consumers ¨ consumers will dictate the timing and mode of communications ¨ they will determine the time and place of resulting transactions

e-Marketing Lifestyle and Demographic Changes ¨ rising median age in developed countries ¨ households progressively more time poor but money rich (consumers are redesigning time-consuming tasks, and embracing time-saving and time-shifting technologies) ¨ consumers are demanding hassle-free, “get it right first time” service on demand ¨ increased stress (blurring of traditional family roles, increase in autonomy)

e-Marketing Lifestyle and Demographic Changes ¨ greater concern for privacy (previous social norms of a homogeneous society giving way to pluralistic and diverse values) ¨ legal rights of individuals will be emphasised ¨ emphasis on safety and security (ageing population, greater numbers living alone, feelings of vulnerability) ¨ personal entrepreneurship (opportunities provided by new technologies and rise of niche markets)

e-Marketing Location-free Digital commerce Time-free Time-bound Gravitational commerce Location-bound

e-Marketing ¨ move from time-bound and location-bound marketing ¨ to time-free and location-free marketing ¨ if a consumer is unable to transact at times and locations convenient for them the transaction will either not occur or will occur with a different supplier (e. g. banking) ¨ advertising and other forms of information will be received “on demand”

e-Marketing Automation Disintermediation of consumption and reintermediation Power shift to consumers Blurring of consumer and business markets Greater value consciousness consumer behaviour trends Personalisation and reaggregation Shopping on demand Consumers as co-producers

e-Marketing Intermediaries ¨ current marketing practice depends heavily on multiple intermediaries in the supply chain ¨ they add time and place utilities to the product’s functional quality ¨ they provide broader and more convenient access to products for a wide range of customers ¨ they serve as informational conduits ¨ building an adequate distribution channel is often a hurdle in entering a market

e-Marketing Intermediaries ¨ electronics mean a high level of accessibility almost immediately ¨ establishes a two-way information flow ¨ numerous administration tasks can be automated ¨ huge numbers of customers can be served efficiently and effectively ¨ inventories can be reduced ¨ leads to growth in support services (e. g. small package shipping, orders consolidation)

e-Marketing Personalisation ¨ the mass market is splintering into ever smaller segments (“mass customisation”) ¨ but customers are not always looking for customised products; may be content with welldesigned standardised products ¨ customers may pool purchases (buying consortia) to gain better terms and prices

e-Marketing Consumers as co-producers ¨ consumers will take on increasingly active roles (e. g. designing and customising products purchased) ¨ while consumers take more control over some commercial relationships, they will relinquish control in other areas (insourcing to outsourcing)

e-Marketing Greater value consciousness ¨ consumers will expect to pay less for ¨ ¨ most products (or pay more where perceived additional value) time is a more valuable currency than money for some consumers (trade-offs) convenience and simplicity ability to easily locate the best price (via “price scraping” websites) consumers will not keep large stocks but want the advantages of large-scale buying

e-Marketing Blurring between consumer and business markets ¨ lines between home and workplace are rapidly blurring ¨ movement of home-based services to business and vice versa is observed with dual-purpose applications (e. g. DVD shopping, travel planning, legal advice, on-line databases)

e-Marketing Power shift from marketers to consumers ¨ savvy consumers will make great use of information tools; knowledgeable and demanding drivers of marketing activity ¨ marketers will have to show greater respect for consumers (who are increasingly immune to marketing hype) ¨ transactions will be in the context of a complex relationship revolving around lifestyle issues

e-Marketing Power shift from marketers to consumers ¨ marketing management thus becomes demand management (and customer equity management) ¨ the task of influencing the timing, the level and composition of demand in a way that helps the organisation achieve its objectives ¨ customer knowledge becomes the capstone of effective marketing (a highly valued corporate resource) ¨ real time interactive relationship marketing becomes the norm

e-Marketing The concept of the personal marketplace ¨ a repository where participating companies prepare and market ¨ ¨ customised offerings directly to a consumer these are categorised by product or service as specified by the consumer by selecting a particular category, the consumer alerts companies that they are a potential customer, and offers flow in the customer voluntarily provides as much customising information as needed participating companies agree not to sell the data they collect outside the personal marketplace, and not to use it to market in any other channel

e-Marketing How marketing should respond to these changes ¨ must simultaneously get smaller and bigger (role will grow but numbers of marketers may decrease) ¨ need to be more technology savvy (including just in time capabilities, on-line transaction processing, voice recognition, efficient downloading services and logistics) ¨ learn how to retain customer loyalty (primary focus shifts from customer acquisition to relationship management)

e-Marketing How marketing should respond to these changes ¨ develop cross-functional teams organised around customer needs ¨ practice interactive one-to-one marketing (far beyond current database marketing) ¨ interactions may take several forms: – person to person (marketer interacts with customer) – person to system (marketer interacts with customer’s “agent”) – system to person (marketer’s “agent” interacts with customer) – system to system (marketer’s agent interacts with customer’s agent)

e-Marketing Local Market Case Study

Field Force Appraisal System Platinum Pharmaceuticals (Pvt) Ltd.

Agenda ØOverview – Text • Training – Text

The Appraisal System The appraisal system is a mechanism to integrate organizational expectations with employee performance.

Web Site Address www. platinumpharma. net/ffas Click on Appraisal System

Login Screen requires User id and password

Menu Screen Click on Conduct Appraisal

Display Name of Field Force with Team and Designation

Appraisal Screen Press Add Button if First Time Appraisal then Press Save button to Save Competencies and its Rank Description. Click on Option button for getting score

Save Screen

Confirm Screen Press Confirm Button when Complete Appraisal then Press Save button to Freeze Record

Instruction of System ¨ Saving Record – Press Add button to enable the screen – After Add button press Save button to Save Record ¨ Edit Record – If any changing in Appraisal after saving, Press Edit button then press Save button – It is not Editable if the Appraisal was Confirmed ¨ Confirm Record – After the Completion of Appraisal, press confirm button then press Save button to Confirm Record ¨ Getting Report – Press Print button for Printing

Process of Appraisal System authorization System Conduct Appraisal Database List of Field force by Team wise Shows Competencies Saving Record Authorized User

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