Chapter 2
E-MARKETING
What is e-marketing
E-marketing is an advertising discipline that includes all marketing activities conducted by a
business online using an electronic device or the internet. Other names for this type of
marketing include internet marketing, online marketing, digital marketing or web marketing.
types of e-marketing
1. Search engine optimization (SEO)
2. Email marketing
3. Influencer marketing (cr7)
4. Affiliate Marketing
5. Reputation marketing
6. Social media marketing (SMM)
7. Pay-per-click (PPC) advertising
Online Customer Behavior
Online shopping used to be the thing of educated and rich people of the demographic of 20 to
40 years old in the late 90s
In 2004 Out of these online customers, 50% of them were male, and the other 50% of them
were females
According to a study published by the US Department of Commerce in 2004, the 2nd most
popular online searches in 2003 were for the product/service information
The demographic of 77% of the US online shopper were teenagers aging from 15 years old and
older
They usually acquire the information about the product/service online before going out
shopping.
in 2003 and 2004 is that 25% of the online retail stores didn’t provide the detail on their
customer service page
88% of the online customers would leave the platform before reaching the checkout page
E-marketing in the hospitality industry
Search Engine Marketing (SEM)
Social Media marketing: Starwood, for instance, introduced a new quantitative tool called
“Reputation Management Index” (RMI)
Mobile advertising: QR codes’ use implementation
Email advertising:
Display advertising:
The WH Questions
Q: Who? A: Person(s)
Who are my participants?
Who do I intend to reach with my campaign/blog/product/service/activity/etc…?
Who is my competition?
Who is reading my posts?
Q: When? A: Time
When should I launch this product/service into the market?
When should I post a blog?
When do I place this Facebook ad?
When do I start monetizing on my personal brand?
Q: Where? A: Place
Where should I advertise my business?
Where do I reach the biggest number of participants?
Q: What? A: Object/Action/Idea
What is the objective of this campaign?
What is my intention with this post?
What is the added value of my service offering?
What marketing tools should I use?
Q: Why? A: Reason
Why should my subscribers be interested in this post?
Why should they buy my product/service?
Q: How? A: Manner
How do I get more reader to post their comments on my blog?
How do I calculate the value of my brand?
How do I calculate my ROI?