Rishikesh. K. B.

Christ University, Bangalore-29

Rishikesh. K. B.

Christ University, Bangalore-29

E-MARKETING
(INTERNET MARKETING)

Rishikesh. K. B.

Christ University, Bangalore-29

E-MARKETING
Marketing:

A comprehensive process that involves every aspect of a business from designing its products, setting the pricing strategy to analysing sales statistics and collecting customer feedback.

E-Marketing:

Refers to using technology such as the internet, website and email, sms, including its wide variety of options and tools to conduct your marketing activities and achieve your marketing objectives.
Christ University, Bangalore-29

Rishikesh. K. B.

Rishikesh. K. B.

Christ University, Bangalore-29

E-MARKETING TOOLS
E-Marketing tools and strategies include: Business websites; Search Engine; Email; Online newsletters/e-magazines; Online catalogues; Online press releases; Online surveys; Online customer service; Banner advertising; Affiliate marketing. Mobile telephone marketing; Online Community (Friendster, YouTube) - new Web Log (Blog) - new
Rishikesh. K. B. Christ University, Bangalore-29

E-Marketing: Examples
Book Publisher Auto Manufacturer Commercial Airline Dell Computer Dell.com

Book Wholesaler

Auto Dealer

Amazon.com Virtual Retailer

Auto-By-Tel Virtual Broker

Travelocity Virtual Agent

Consumer

Consumer

Consumer

Consumer

Rishikesh. K. B.

Christ University, Bangalore-29

The e-Marketing Concept

The objectives of marketing are to: get the right product promoted in the right way sold at the right price distributed at the right place profitably

Rishikesh. K. B.

Christ University, Bangalore-29

Rishikesh. K. B.

Christ University, Bangalore-29

THE E-MARKETING CONCEPT

Examples of e-Marketing include: online surveys to conduct market research web site to display and sell your products internet advertising to promote your business software to collect and analyse your customer information

Rishikesh. K. B.

Christ University, Bangalore-29

E-MARKETING CHANNELS
1. Search Engine Marketing Search Engine Optimisation Pay Per Click 6. Viral Marketing Pass along e-mails Buzz marketing 2. Online PR Social Media Marketing Blogs, Feedsetc 3. Online Marketing Affiliate Marketing Sponsorship Co-branding

E-Marketing Channels

5. Opt in E-mail Co-branded Ads in third party

Rishikesh. K. B.

4. Interactive Ads Site specific media buys Contra deals Sponsorship

Christ University, Bangalore-29

Rishikesh. K. B.

Christ University, Bangalore-29

Marketing Mix (The 4 Ps)

The Extended E-Marketing Mix

Rishikesh. K. B. Christ University, Bangalore-29

The elements of the marketing mix

Rishikesh. K. B.

Christ University, Bangalore-29

E-Marketing Mix 2P + 2C + 3S

Personalisation, Privacy + Customer Service, Community + Site, Security, Sales Promotion

Rishikesh. K. B. Christ University, Bangalore-29

Personalisation

The need to recognise and identify customer in order to establish relations Gather all possible information in order to develop customized, personalized products and services. Example: Use of cookies to gain personalised information of computer / web use.
Christ University, Bangalore-29

Rishikesh. K. B.

Personalisation

Rishikesh. K. B.

Christ University, Bangalore-29

Privacy

How will personal information be used and protected? Requires an agreed policy on access procedures and collecting information Must take into account existing regulations and legal aspects regarding collection and usage of personal information.
Christ University, Bangalore-29

Rishikesh. K. B.

Customer Service

A required support function in transactional situations.

Should be treated as a long term, on-going process; building customer loyalty and relationships
Christ University, Bangalore-29

Rishikesh. K. B.

Gandhiji on: Customer Service

Rishikesh. K. B.

Christ University, Bangalore-29

Community

A group of entities that interact for a common purpose is a "community The value of a community rises with the number of its members. Customers / clients of a business can be seen as part of a community Encouraging interaction and community should be undertaken by the business Interactions among customer community impacts on all other functions of E-Marketing.
Christ University, Bangalore-29

Rishikesh. K. B.

Site

The location where EMarketing interactions take place accessible through all sort of digital technologies Available at any moment and from any place a digital location for digital interactions. Site may be more than conventional website e.g. Palm Pilot or iPhone.
Christ University, Bangalore-29

Rishikesh. K. B.

Security

Needs to include: 1. security during transactions performed on the website (not allowing third parties access to the transaction) 2. security of data collected and stored, about our customers and visitors. Security safeguards should be communicated to customers
Christ University, Bangalore-29

Rishikesh. K. B.

Sales Promotion

Strategy for immediate sales goals in terms of volume. eMarketers task is to find new possibilities and new approaches for developing an efficient promotion plan. Marketer needs to keep up with the latest internet technologies and applications
Christ University, Bangalore-29

Rishikesh. K. B.

THE E-MARKETING CONCEPT

The Key to e-Marketing:

The key to successful e-Marketing in today's business environment is to place your clients in control. Allow them to choose how often and what type of messages they receive, thus creating a more meaningful relationship with your business. This is commonly referred to as Permission Marketing. Your e-Marketing messages and tools should aim to deliver information that the consumer wants that they perceive to be valuable.
Christ University, Bangalore-29

Rishikesh. K. B.

INTEGRATING EMARKETING INTO YOUR BUSINESS

e-Marketing is not an alternative to your existing Marketing Plan, in fact you may already have a "Marketing Plan" that identifies your marketing objectives, outlines your key strategies designed to achieve those objectives, and guides your daily marketing activities. With e-Marketing you can develop techniques to enhance this existing plan to make your marketing activities more effective (smarter) more efficient (cheaper) and you may even find that you can tap into new markets both locally and overseas.
Christ University, Bangalore-29

Rishikesh. K. B.

Types Of Business Data Transfer Systems

a. Paper-Based System
b. Electronic Data Interchange
Rishikesh. K. B. Christ University, Bangalore-29

Limitations Of Paper-Based Data Transfer System

a. Time Delays (Transportation, Manual Processing, Ordering) b. Labour Cost c. Errors and Omissions d. High level of inventory e. Uncertainty and Damage
Rishikesh. K. B. Christ University, Bangalore-29

What is Electronic Date Interchange (EDI)?

Rishikesh. K. B.

Christ University, Bangalore-29

EDI define a format for the exchange of information between applications

EDI

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Rishikesh. K. B.

Christ University, Bangalore-29

What is EDI?
Electronic Data Interchange (EDI) is the exchange of business documents between any two trading partners in a structured, machine-readable form. It can be used to electronically transmit documents such as purchase-orders, invoices, shipping bills, receiving advices and other standard business correspondence between trading partners. EDI can also be used in exchanging financial information and payments in electronic form. The Electronic Fund Transfer (EFT) systems used by the financial institutions are a prime example of the application of EDI in the Banking and Financial sector.
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Rishikesh. K. B.

Christ University, Bangalore-29

What is EDI?

Rishikesh. K. B.

Christ University, Bangalore-29

Advantages of EDI

Rishikesh. K. B.

Christ University, Bangalore-29

EDI Benefits & Barriers

Rishikesh. K. B.

Christ University, Bangalore-29

Building Blocks of EDI Systems: Layered Architecture

1. Application / Conversion Layer 2. Standard Formats Layer EDIFACT or ANSI X12 3. Data Transport Layer Email, FTP, Telnet, HTTP, X.435(MIME) 4. Interconnection Layer Dial-up lines, Internet, I-way, WAN
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Rishikesh. K. B.

Christ University, Bangalore-29

1. Application Layer
It consists of the actual business applications that are going to be connected through the EDI systems for exchange of electronic information. These applications may use their own electronic record formats and document formats for storing, retrieving and processing the information within the company systems. For EDI to operate, they need to convert the internal company document format to a format that can be understood by the system used by the trading partner. When the trading partners are small in number, then the converters for various partner formats can be built. But, as the number of partners with different internal formats increase, the task of building converters for each proprietary format to other format becomes overwhelming. 36
Rishikesh. K. B. Christ University, Bangalore-29

2. Standard Format Layer

The application layer relies on common agreed formats for operation. Thus, the second important and critical building block of the EDI system is standards for the business documents/forms. Over a period of time, two major EDI standards have evolved. The first, commonly known as X12, was developed by Accredited Standards X12 committee of American National Standards Institute (ANSI) and The second, the International Standard was developed by United Nations EDI for Administration, Commerce and Trade (EDIFACT) standard.
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Rishikesh. K. B.

Christ University, Bangalore-29

Standard Format Example: United Nations Electronic Data Interchange for Administration, Commerce, and Transport UN/EDIFACT

UN/CEFACT = United Nations Center for Trade Facilitation and Electronic Business
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Rishikesh. K. B.

Christ University, Bangalore-29

The United Nations and e-Business?

To maintain international peace and security To develop friendly relations among nations To achieve international cooperation
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Rishikesh. K. B.

Christ University, Bangalore-29

EDIFACT Standard
Promoted by United Nations Economic Commission, which is responsible for adoption and standardization of the messages. The International Standards Organization (ISO) has been entrusted with the responsibility of developing the syntax and data dictionary for the EDIFACT. The EDIFACT serves the purpose of trans-border standardization of the EDI messages. It combines the efforts of American National Standards Institutes ASC X12, Trade Data Interchange (TDI) standards developed and deployed by much of Europe and United Kingdom.
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Rishikesh. K. B.

Christ University, Bangalore-29

EDIFACT Standard

The GE.1 group of UNECE/EDIFAC deals with data elements, and rules and formats for automated data exchange. The GE.1 group coordinates the six EDIFACT boards set up for Western Europe, Eastern Europe, Pan America, Australia/New Zealand, Asia and Africa. Asia EDIFACT board (AEB) consists of members like India, Japan, Korea, Hong Kong, China, Singapore, Taiwan and Malaysia.
Christ University, Bangalore-29

Rishikesh. K. B.

3. Data Transport Layer

The data transport layer consists of services that automate the task of electronic transfer of messages. The Electronic Mail exchanged through the network infrastructure has emerged as the dominant means for transporting the EDI messages. The electronic mail is used only as a carrier for transporting the formatted EDI messages by the EDI Document Transport Layer. ITU-T has adopted X.435 (X.400-based) standards to support electronic data interchange (EDI) messaging.
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Rishikesh. K. B.

Christ University, Bangalore-29

Data Transport Layer X.435 standard

X.435 standard consists of definition of normal EDI messages and a set of EDI "notifications" to address the security requirement. In order to achieve equivalence to the security control offered by the paper-based systems, it has three types of notifications. A positive notification It indicates that the recipient has received the document and accepts the responsibility for it; A negative notification - It indicates that the recipient received but refused to accept the document. The reason for refusal is attached with the notification. A forwarding notification - It indicates that the document was received, but forwarded to another recipient. 43
Rishikesh. K. B. Christ University, Bangalore-29

4. Inter Connection Layer

It refers to the network infrastructure that is used for the exchange of information between trading partners. In the simplest and most basic form it may consist of dial-up lines, where trading partners dial-up through modem to each other and connect to exchange the messages as illustrated in the following:

Phone Exchange

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Rishikesh. K. B.

Christ University, Bangalore-29

Inter Connection Layer

The leased lines and I-way, Internet or any reliable network infrastructure that can provide ability of interconnection can be used. Through the interconnection, the EDI partners are able to achieve document exchanges between themselves:
Dial up/leased line

Communication Network

Dial up/leased line

Rishikesh. K. B.

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Christ University, Bangalore-29