Introduction to Internet Marketing Dr Inas A Hamid

Introduction to Internet Marketing � Dr. Inas A. Hamid

What is internet marketing? � Internet marketing is the process of building and maintaining customer relationships through online activities to facilitate the exchange of ideas, products, and services that satisfy the goals of both parties. � internet definition can be divided into five components:

INTERNET DEFINITION CAN BE DIVIDED INTO FIVE COMPONENTS: A process Online Building and maintaining customer relationships (loyal customer) Exchange Satisfaction of goals of both parties Should internet marketing program be evaluated according to its online exchange?

� Effective internet marketing programs move target customers through stages of relationship building: awareness � The exploration commitment Dissolution goal of internet marketing is to build offline as well as online relationships.

� Awareness: Customers have some basic information, knowledge, or attitudes about a firm or its offerings but have not initiated any communications with the firm. Consumers become aware of firms through a variety of sources, including W-O-M, traditional marketing, online marketing activities. � Exploration: the customers begin to initiate communications and actions that enable an evaluation of whether or not to pursue a deeper connection ( free trial, frequent site visits, phone calls…).

� Commitment: feeling a sense of obligation or responsibility for a product or firm. It is a state of mind (I strongly prefer…. . ) as well as a pattern of behavior ( nine out of ten of my book purchases are made through …. ) � Dissolution: Not all customers are equally valuable to the firm. (80/20)rule of profitability: 20% of customers provide 80% of the profit. A large number of customers are unprofitable or have high cost to serve. Firms should segment their most valuable and least valuable customers. So what the firm should do with both of them? ? ?

Critical success factors for internet marketing Executives

The Seven Stages of Internet Marketing Framing the market opportunity Formulating the marketing strategy Desingning the customer experience Crafting the customer interface Designing the marketing program Leveraging Customer information through technology Evaluating the marketing program

1 - Framing the Market Opportunity Seed Opportunity in existing new value system Identify unmet needs Identify target segments Declare company, s resource-based opportunity for advantage Assess competitive, Technological and financial opportunity attractiveness Make Go/No Go

2 -Formulating the marketing strategy