CHAPTER 4
E-MARKETING
Chapter 4: E-Marketing
1 Overview of E-Marketing
2 E-marketing Process
3 Online Marketing Communication Tools
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1. Overview of E-Marketing
1.1. Definition of E-marketing
1.2. E-marketing features
1.3. E-marketing techniques
1.1. Definition of E-marketing
E-marketing takes the marketing
principles and techniques and
applies them through electronic
means and telecommunications
networks.
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Other names
• Internet marketing
• Online marketing
• Digital marketing
• Electronic marketing
1.2. E-marketing features
• Ubiquity • Richness
• Global reach • Information density
• Universal standards • Personalization/ Customization
• Interactivity • Social technology
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8 UNIQUE FEATURES OF E-COMMERCE MARKETING
Geographic limits and time limits on marketing have
been reduced. (marketplace -> marketspace)
Worldwide customer service and marketing
communications have been enabled.
The cost of delivering marketing messages and receiving
feedback from users is reduced.
Consumers can be engaged in a dialog, dynamically
adjusting the experience to the consumer, and making
the consumer a co-producer of the goods and services
being sold.
8 UNIQUE FEATURES OF E-COMMERCE MARKETING
Video, audio and text marketing messages can be
integrated into a single marketing message.
“Data mining” Internet technology permits the analysis
of consumer data everyday for marketing purposes.
This feature potentially enables product and service
differentiation down to the level of the individual, thus
strengthening the ability of marketers to create brands.
User-generated content and social networking sites,
along with blogs, have created new, large, online
audiences where the content is provided by users.
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1.3. E-marketing Techniques
• Advertising Networks
• Permission Marketing
• Affiliate Marketing
• Viral Marketing
• Search Engine Marketing
• Blog Marketing
• Social Network Marketing
1.3. E-marketing Techniques
Advertising Networks:
Specialized marketing firms
that present users with
banner advertisements
based on a database of user
behavioral data.
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1.3. E-marketing Techniques
Permission Marketing:
Marketing strategy in which companies may
obtain permission from consumers before
sending them information or promotional
messages.
1.3. E-marketing Techniques
Permission Marketing examples:
• Email marketing (opt-in/ opt-out)
• Chatbot marketing
• SMS marketing
• Web push notifications
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1.3. E-marketing Techniques
Permission Marketing benefits:
• Allows making the first touch with an engaged
audience
• Lowers your spending
• Increases the accuracy of your marketing
efforts
• It helps to build loyalty and reputation
1.3. E-marketing Techniques
Affiliate Marketing:
One website agrees to
pay another website a
commission for new
business opportunities it
refers to the site.
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1.3. E-marketing Techniques
Viral Marketing:
The process of getting customers to pass along a
company’s marketing message to friends, family
and colleagues.
1.3. E-marketing Techniques
Search Engine Marketing:
Search Marketing is a tactic used to gain online presence
and traffic via paid and unpaid strategies on search
engines such as Google, Bing, and Yahoo.
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1.3. E-marketing Techniques
SEO tips:
1. Optimize your page titles and meta descriptions
1.3. E-marketing Techniques
SEO tips:
2. Create SEO friendly URLS
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1.3. E-marketing Techniques
SEO tips:
3. Add a breadcrumb menu to your internal pages
1.3. E-marketing Techniques
SEO tips:
4. Add internal links to your content
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1.3. E-marketing Techniques
SEO tips:
5. Use headings and formatting options to make your
pages easier to read
1.3. E-marketing Techniques
SEO tips:
6. Customize your 404 page
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1.3. E-marketing Techniques
SEO tips:
7. Optimize your images
8. Improve your page speed
9. Get backlinks from other websites
10. Make sure that your website is mobile friendly
11. Create an XML sitemap and a User sitemap
12. Improve the quality of your content
13. Update your website with fresh content
14. Check for broken links
15. Use Google webmaster tools and analytics
1.3. E-marketing Techniques
Blog Marketing:
Blogs, like ordinary websites,
can be used to display both
branding ads not geared towards
sales, as well as advertising
aimed at making sales.
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1.3. E-marketing Techniques
Social Network Marketing:
Social Network marketing is based on the idea
that consumers will tend to buy what their
friends buy and recommend.
2. E-marketing Process
2.1. Online tools for Market research
2.2. Online consumer behavior
2.3. Online market segmentation and targetting
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2.1. Online tools for Market research
• Primary information
• Secondary information
Secondary information
1. Trade Points
http://www.wtpfed.org
2. Commodity exchange
http://www.cme.com (Chicago),
http://www.euronext.com (Euro),
www.tocom.or.jp (Tokyo),
www.nymex.com (New York)
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Secondary information
3. Directory
http://www.intracen.org (ITC),
www.europages.com (Europe Business)
https://www.euromonitor.com/ (Global market research
reporting and Business intelligence consulting)
Secondary information
4. Other websites
Association of Southeast Asian Nations: http://www.aseansec.org
Socioeconomic Committee Asia-Pacific: http://unescap.org
European economic and social Committee: http://europa.eu.int
In the Middle East and South Africa: http://www.comesa.int
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Primary information
• Personal interview
• Group interview
• Survey and investigation
• Observation
• Testing
Online Questionnaire
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Online Questionnaire
Online Questionnaire
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Customer Observation Tools
Customer Observation Tools
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Customer Observation Tools
Customer Observation Tools
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2.1. Online tools for Market research
+ Time
✓ Advantages
+ Place
✓ Disadvantages + Information
+ Cost
2.1. Online tools for Market research
- To the customer: flexible
TIME - To the enterprise: send questionnare/survey to the
customer through email/website/... -> save time
- To the customer: flexible
PLACE
- To the enterprise: doesn’t need to prepare a place
To the enterprise: more information; the information
INFORMATION
is more detailed and exactly
To the enterprise: save money from hiring people,
COST
printing documents...
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2.1. Online tools for Market research
✓ Advantages + Time
+ Information
✓ Disadvantages
+ Technology
2.1. Online tools for Market research
To the enterprise: take more time to receive replies
TIME
from the interviewees
To the enterprise: low-level feedback; not focus on
INFORMATION
target customers
Require specialized software, specialized employee
TECHNOLOGY
in IT area
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2.2. Online consumer behavior
2.2. Online consumer behavior
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2.2. Online consumer behavior
2.3. Online market segmentation and targeting
8 MAJOR TYPES
Behavioral Segmenting on the basis of behavior in the market place
Using registration data or other self-revelations to
Demographic
segment (age, religion...)
Websites visited can substitute for direct measurement
Psychographic
(interests, values, life-style...)
Using information gathered by a shopping technology
Technical
as a basis for segmentation (domain, connection type...)
Using the context of an event, or the content of an
Contextual
event, as a basis for segmentation.
Using consumer’s explicitly expressed interest at this
Search
moment to segment and target.
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Based on customer behavior
viewers
Consumer
seekers shoppers
Based on customer behavior
Simplifier
Sporter Surfer
Consumer
Routiner Bargainer
Connector
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3. Online Marketing Communications Tools
3.1. Online Advertising
(banner, pop-up, video ads, SEO, sponsorship...)
3.2. Email Marketing
3.3. Online catalogs
3.4. Social Marketing
3.5. Mobile Marketing
3.1. Online Advertising
• Display Ads
• Video Ads
• Search Engine Advertising
• Sponsorships
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Display Ads
Banner Ad: displays a promotional message in a
rectangular box at the top or bottom (left or right
hand) of a computer screen
Display Ads
Pop-up Ads: are those banners and buttons that
appear on the screen without the user calling for
them.
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Display Ads
Pop-under Ad: one type
of pop-up ad that opens
underneath a user’s active
browser window and does
not appear until the user
closes the active window.
Rich Media/Video Ads
Video Ads: are ads employing Flash, dynamic
HTML, Java and streaming audio and/or video:
• Interstitial Ad
• Superstitial Ad
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Rich Media/Video Ads
Interstitial ad: is a way
of placing a full-page
message between the
current and destination
pages of a user.
Rich Media/Video Ads
Superstitial ad: is a rich media ad that is pre-
loaded into a browser’s cache and does not play
until fully loaded and the user clicks to another
page.
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Search Engine Advertising
Types of Search Engine Marketing:
• Keyword paid inclusion and rank (organic
search)
• Advertising keyword
• Search engine based advertising networks
Search Engine Advertising
Organic search: inclusion and ranking of
sites depend on a more or less unbiased
application of a set of rules imposed by the
search engine.
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Search Engine Advertising
Keyword advertising: merchants purchase
keywords through a bidding process at search
sites, and whenever a consumer searches for
that word, their advertisement shows up
somewhere on the page.
Search Engine Advertising
Network keyword advertising: network of
publishers accepts ads placed by search engine
(like Google) on their websites, and receive a
fee for any click-throughs from those ads.
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Sponsorship
Sponsorship: is a paid effort to tie an
advertiser’s name to information, an event, or
a venue in a way that reinforces its brand in a
positive yet not overtly commercial maner.
3.2. Email
Direct email marketing messages: are sent to
an “opt-in” audience of Internet users who, at
one time or another, expresses an interest in
receiving messages from the advertiser.
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3.2. Email
• Cost savings;
• Right target customers;
• Content personalization;
• Most used channel from customer in a day
• Active time;
• Allowed to spread in the form of forward;
• Instant message delivery, large volume of
distribution.
3.2. Email
There are four principal types of marketing emails, which include:
• Promotional emails: Promotional emails advertise a company’s products
or services, often by promoting sales, discounts, seasonal events, company
events, and so on.
• Product update emails: These emails inform customers about new or
updated products.
• Digital newsletters: Digital newsletters are regularly sent to a company’s
email list to inform customers of company or industry updates by providing
interesting articles or relevant news.
• Transactional emails: These emails are typically triggered by a customer
action. For example, if a customer buys a product, they may receive a
confirmation email or a follow-up email that asks for their feedback.
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3.3. Online catalog
Online catalog: is the equivalent of a paper-based catalog.
• Full-page spread: is to use large photos to display one
or two products;
• Grid display: multiple products are shown in very small
postage-stamp photos.
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3.4. Social Marketing
Social Marketing: is advertising which adopts a many-
to-many model as opposed to a one-to-many model of
traditional advertising, where a central broadcaster
sends the same message to millions of people. (blog,
social network and game advertising)
3.5. Mobile marketing
Benefits
Methods
Spam
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Mobile marketing benefits
✓ The high ability to reach target customers;
✓ This is a fast and powerful marketing tool.
Mobile marketing
Management of spam
✓ Opt-in model (only sent
when the recipient accepts
to receive);
✓ Opt-out model (sent
until the recipient refuses)
Source: Decree 90/2008/ND-CP dated 13/8/2008
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Media
Paid media incorporates Owned media refers to Earned media isn’t a
any marketing that you marketing content you term you hear too often,
can’t execute for free. own – content you can but it’s important: it
This can include publish for free. It involves any content
traditional advertising – includes content you where other people are
think print, radio and publish on your website talking about you. This
TV ads, or billboards. and blog posts and your includes influencers, PR,
Online, it includes social media channels reviews of your product
social media ads, ads on (not including your or business, or simply
search engine results social ads). It also fans and advocates who
pages, and display ads includes email share your content on
on websites. marketing. their own or through
social sharing tools.
Media
Paid media is content you pay to place in front of an audience as an ad or
sponsorship, while owned and earned are free. Owned media is content you
create and control, like your Facebook page or your website, while earned
media is content others create about you, like reviews or Instagram posts.
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Exercise of email marketing
Each group imagines that you are an organization
and you have a new product/service. To promote
your product/service, you decide to use email
marketing method – it means to send emails directly
to potential customers.
Your objective is to create emails that can make
your customers pay high attention to your
product/service.
Exercise of email marketing
How to do the exercise:
1. Each group provides one email address (to receive
emails from other groups).
2. Each group creates a new email address (the
promotional email will be sent from this account).
3. Each group creates and sends one promotional email to
other groups.
4. Check your inbox (not spam).
5. Submit the report.
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Exercise of email marketing
Rules:
1. All groups must act as new enterprises in the market.
2. After … am, all groups can check the inbox. Only
open the email you’re really interested in.
3. If you don’t like the content of the email, stop reading
immediately.
4.The group number must be written at the end of the
email.
REPORT ON EMAILS RECEIVED
Emails are opened Emails are only
and read all read partially
Subject Subject
Group
and email Your reasons and email Your reasons
number
address address
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