Electronic Marketing
Chapter 1
Introduction to the Resources of
Electronic Marketing
Electronic Marketing: Integrating Electronic
Resources into the Marketing Process, 2e
3/23/2016
2004
Joel Reedy and Shauna Schullo
The Marketer Enters the Online Age
• Technology has entered just about every business
• Technological advances are now enabling the marketer to
identify specific prospects to deliver specific products for
consumption
– Narrowcasting
– Listservs
– Discussion groups
– Banner advertising
– Online press releases
– Online conferences
Electronic Marketing: Integrating Electronic
Resources into the Marketing Process, 2e
3/23/2016
2004
Joel Reedy and Shauna Schullo
The Marketer Enters the Online Age
• Electronic commerce is the conducting of business
communications and transmissions over networks and
through computers, specifically the buying and selling of
goods and services, and the transfer of funds, through
digital communications
Electronic Marketing: Integrating Electronic
Resources into the Marketing Process, 2e
3/23/2016
2004
Joel Reedy and Shauna Schullo
The Marketer Enters the Online Age
• Electronic commerce can also include all inter-company and
intra-company functions
– Electronic mail
– EDI (Electronic Data Interchange)
– File transfer
– Fax Broadcasting
– Video conferencing
– Workflow
– Interaction with a remote computer
Electronic Marketing: Integrating Electronic
Resources into the Marketing Process, 2e
3/23/2016
2004
Joel Reedy and Shauna Schullo
The Marketer Enters the Online Age
• Electronic commerce can include: buying and selling over
the World Wide Web and the Internet
– Electronic fund transfer
– Smart cards
– Digital cash
Electronic Marketing: Integrating Electronic
Resources into the Marketing Process, 2e
3/23/2016
2004
Joel Reedy and Shauna Schullo
The Marketer Enters the Online Age
• Electronic marketing is all the online or electronic-based
activities that facilitate manufacturing goods and services
by the producer to satisfy the wants and needs of the
consumer.
• Electronic marketing resources are those technological or
electronic marketing tools that are used to complete the
marketing directives
– Avatars representing people objects in virtual reality
environments
– World Wide Web
Electronic Marketing: Integrating Electronic
Resources into the Marketing Process, 2e
3/23/2016
2004
Joel Reedy and Shauna Schullo
The Marketer Enters the Online Age
• Electronic marketing resources continued…
– Interactive Web sites
– Shopping agents
– Cyber shopping malls
– Fax-on-demand information
– CD-ROM presentations
Electronic Marketing: Integrating Electronic
Resources into the Marketing Process, 2e
3/23/2016
2004
Joel Reedy and Shauna Schullo
Listening to the Consumer Speak
• Commodities that a consumer values in today’s
marketplace? The recurring answers are saving money,
saving time, and enhancing convenience
• Marketers can improve or streamline these traditional
marketing processes
• The logic and consistency of the marketing process, namely
situation analysis, marketing planning, and marketing
implementation
Electronic Marketing: Integrating Electronic
Resources into the Marketing Process, 2e
3/23/2016
2004
Joel Reedy and Shauna Schullo
The Importance of E-Marketing
Resources in Business Today
• The better you know your customers, the better you can
serve, and hopefully anticipate their needs
• Consumers demand “instant gratification” which means that
speed of delivery and accuracy in fulfilling the order are
crucial
• Introducing the premise of “added value” services to each
and every one of your clients or customers
• Adding value to your product or service, you can achieve a
higher, perhaps more predictable brand equity and
reputation that none of your competitors can match
Electronic Marketing: Integrating Electronic
Resources into the Marketing Process, 2e
3/23/2016
2004
Joel Reedy and Shauna Schullo
The Importance of E-Marketing
Resources in Business Today
• Business situations for which online marketing resources
are very appropriate
– Company communications
– E-mail address
– Marketing research
– Marketing planning
– Productivity innovations
– Business-to-business exchanges
Electronic Marketing: Integrating Electronic
Resources into the Marketing Process, 2e
3/23/2016
2004
Joel Reedy and Shauna Schullo
The Importance of E-Marketing
Resources in Business Today
• The value of e-commerce to the consumer
– Time and access to commercial sites
– Audiotext
Electronic Marketing: Integrating Electronic
Resources into the Marketing Process, 2e
3/23/2016
2004
Joel Reedy and Shauna Schullo
The Importance of E-Marketing
Resources in Business Today
• Electronic Marketing Resources
– Customer loyalty
– Affinity marketing
– Globalized reach
– Competitive intelligence
– Cost management
– Partnering and logistics become easier to maintain through
online marketing
– Telecommuting
– Corporate recruitment
Electronic Marketing: Integrating Electronic
Resources into the Marketing Process, 2e
3/23/2016
2004
Joel Reedy and Shauna Schullo
The Importance of E-Marketing
Resources in Business Today
• Additional benefits which ease the cost of technology
– Intranets-a company can share resources
– Extranets-communication networks maintained for outside
suppliers or other external groups, also efficiently disseminate
privileged information
Electronic Marketing: Integrating Electronic
Resources into the Marketing Process, 2e
3/23/2016
2004
Joel Reedy and Shauna Schullo
Commerce for Large or Small
Companies
• There are no parameters yet for fitting e-commerce into
traditional marketing and sales programs, only the
commitment to thorough and appropriate use of marketing
strategy
• Online retailing has left the experimental phase and is
accelerating into the mainstream
Electronic Marketing: Integrating Electronic
Resources into the Marketing Process, 2e
3/23/2016
2004
Joel Reedy and Shauna Schullo
What E-Marketing Tools Are Shaping
the Future
• Speed, accessibility, accuracy of information, and
competitive advantages are four of the major forces driving
business
• The ability to personalize the message with the product or
service order, the payment system, the delivery date, and
even the hour of the day, and the marketer, the retailer, and
the wholesaler can offer the consumer an unheard-of
package of convenience
• Systems are designed to distribute information to solve
specific organizational problems
Electronic Marketing: Integrating Electronic
Resources into the Marketing Process, 2e
3/23/2016
2004
Joel Reedy and Shauna Schullo
What E-Marketing Tools Are Shaping
the Future
• Categories of electronic marketing resources include:
– Computer and software based resources
– Online information and research
– Telephony resources
– Network-based resources
– In-store resources
Electronic Marketing: Integrating Electronic
Resources into the Marketing Process, 2e
3/23/2016
2004
Joel Reedy and Shauna Schullo
What E-Marketing Tools Are Shaping
the Future
Computer and software based resources
•
Web-based advertising and sales
promotions
•
Online customer service and
fulfillment
•
Proprietary inventory
management networks and
software
•
Customer and prospect surveys
•
Videoconferencing
•
Geo-demographic
•
“Smart cards”
•
Psychographics Software
•
Virtual reality environments
•
Proprietary database management
Electronic Marketing: Integrating Electronic
Resources into the Marketing Process, 2e
3/23/2016
2004
Joel Reedy and Shauna Schullo
What E-Marketing Tools Are Shaping
the Future
Telephony Resources
• Fax and fax-back systems
• Pagers
• Beepers
• Telemarketing
Electronic Marketing: Integrating Electronic
Resources into the Marketing Process, 2e
3/23/2016
2004
Joel Reedy and Shauna Schullo
What E-Marketing Tools Are Shaping
the Future
Network-based Resources
• The Internet
•
News release networks
• World Wide Web sites
•
Electronic Data
Interchanges
•
Transactions
•
Authentication networks
• Intranets
• Extranets
Electronic Marketing: Integrating Electronic
Resources into the Marketing Process, 2e
3/23/2016
2004
Joel Reedy and Shauna Schullo
What E-Marketing Tools Are Shaping
the Future
In-store Resources
• Optical scanners
• Electronic coupon
dispensers
• Electronic kiosks
Electronic Marketing: Integrating Electronic
Resources into the Marketing Process, 2e
• Low frequency radio
“broadcasting”
• Electronic price shelf tags
• Video shopping carts
3/23/2016
2004
Joel Reedy and Shauna Schullo
E-Marketing Resources, Strategic or
Tactical?
• Yes, electronic marketing tools can be utilized in strategic
planning and tactical execution
• Integrating Internet applications in such as way that
interaction with the customer is at the center of a networked
information management provides a structure for reengineering traditional business operations for maximum
gain
• The tactical application, those shorter term activities, that
make the marketing implementation come alive by putting
the strategic ideas into action
Electronic Marketing: Integrating Electronic
Resources into the Marketing Process, 2e
3/23/2016
2004
Joel Reedy and Shauna Schullo
Navigating Through a World of
Change
• Marketing is being tested to handle continual and
momentous change
• All forms of media are using the Internet as promotional
supplements
– Online to print
– TV using Web sites
– Radio Web sites
Electronic Marketing: Integrating Electronic
Resources into the Marketing Process, 2e
3/23/2016
2004
Joel Reedy and Shauna Schullo