Marketing on the internet age

Marketing on the Internet Age…

Prepared by: Ms. Caren T. Salvador

BSIT-3

Marketing on the Internet

Marketing is a critical and complex business operation with the simple goal to maximize revenue and sustain operations.

integrates an array of business processes,

technologies and strategies.

The Internet is one of the many tools that can be

applied to marketing.

Increasingly businesses are incorporating the Internet

into their business-to-business marketing strategies.

The key to successful marketing over the Internet

is applying the strengths of the medium to proven

traditional marketing practices in innovative ways.


Five constants of Marketing:

People

Price

Product

Place

Promotion


Marketing Plan

- is the master strategy that defines the five

constants of marketing and outlines how the

various processes, technologies and strategies

integrate.

Marketing Mix

- is the actual configuration of these

components.

- a combination of factors that can be

controlled by a company to influence

consumers to purchase its products.


Marketing on the Internet requires a

marketing analysis to be broken into two

areas:

Internet Access profile

- Technological Capabilities

- Means of Access

- Usage

- Attitudes & Psychographics

- Governmental restrictions

- Media and recreation


Target Market Analysis

1) Target Market Analysis

- Who needs or wants our products and services?

- Who are our customers?

- What are our customers' needs?

- What are our company goals and objectives?

- Who are our competitors?

2) Where is our "Best" Market Niche?

- What are our competitor's strengths?

- What are our competitor's weaknesses?

- Do we have advantages over our competitors?


- How can we differentiate our pricing from the

competition?

- What are the strengths and weaknesses of our

products?

3) Lead Generation and Attracting Prospects

- Identify lead generation and marketing activities,

Assign marketing responsibilities to those that have the

interest and the skills, Set up administration systems to

carryout marketing activities, Develop a marketing

campaign schedule, Develop a Sales Cycle Process.


4) Relationship Building By Converting Prospects

Into long-term Customers

- What activities or steps can we incorporate into our

Marketing Plan that will help us transition a "prospect"

to a "customer"?

5) Image

- What Image do our Customers have of Us?

- What Image do we want customers to have about;

Our Company, Our Product or Service, Our Customer

Service, Reliability, Cost of Service and Added Value?


6) Selling Process

- What types of buyers will be attracted to our products

and services?

- How will we present our solutions to our customers

and clients?

- How do we format and make a proposal that reflects

our company's image and products?

7) The Customers Perspective

- What information are customers looking for?

- How do our customers use the Internet?


Marketing Strategies at

the İnternet Age

e-Business

- involves the use of electronic platform -

intranets, extranets, and the internet; to

conduct a company’s business.


e-Commerce

- is more specific than e-Business

- involves buying and selling processes

supported by electronic means, primarily the

internet.

e-Marketing

– Includes efforts that inform, communicate, promote, and sell products over the Internet.


Internet Marketing Influences

Other Related Activities:

• Advertising

- is the process of bringing your product or

service to the attention of your prospects and

customers

• Promotion

- can be thought of as the way to keep your

company, product, or service in front of your

customer


• Public Relations

- involves developing your company's image

and brand so that it is perceived by the public

in the way you want it to be perceived.

• Sales

- the act of locating, informing, and agreeing

on terms of the purchase with your customers.


THE INTERNET AS A

MARKETING TOOL

RELATIONSHIP MARKETING

- use to collect and qualify leads and

strengthen customer relations.

• Customer service

• Building trust

• Image enhancement


BRANDING

- is something that happens over time as the

result of a consistent effort to communicate a

clear message.

- to present a unified message about a

company, its products or services.


*INTERNET MARKETING TACTICS*

There are many different technologies to facilitate

your Internet marketing strategy. Some of the most

common and effective tools are:

Search Engines and Directories

- are one of the most popular means of

finding web sites, second only to following

links on web pages.

- help people find relevant information on the

Internet


Search Engines and Directories


E-zines (Online magazines)

- These publications are focused on specific

topics and may be a way to reach a target

audience interested in that subject.

E-mail

- Ethical methods of gathering e-mail addresses

are through on-line registration built into your

corporate Web sites, or requests for

information forms that request submission to

your opt-in lists.


Banner Advertising

- use banner advertising as a means of

promoting your own products and services,

raising awareness, or as a way of generating

revenue by selling advertising space on your

own website.


Rich Media Advertising

- Looking for ways to make online advertising

more compelling, and hopefully thereby more

acceptable.

Sponsorship

- Acting as a sponsor for a charity or other

worthwhile cause and receiving advertising on

their literature and web site.


Conferences

- Advertising in conference literature, print and

electronic, is an excellent way to contact target

markets.

Collaborative Marketing

- Team up with other business to Cross-

promote; e.g. setting up links from one

corporate Web site to another or offering

special promotions in partnership with

complementary goods or services.


Sales Promotion

- Employing methods to stimulate sales through

immediate or delayed incentives to the

customer. Examples of sales promotion

strategies are:

- Couponing - Reorder points awards

- Sampling - Cross-product sampling

- Bonus offers

- Limited time offers

- Games with prizes


Publicity

- The goal of publicity is to have others talk

about the small business or its products.

Subscriptions

- Business marketers may use their Web sites

to encourage visitors to subscribe to receive

regular email messages from the company.


Controlled-access Web pages

- publish a Web page that allows customers to

download a free trial version of a software

application that expires after a time if not paid

for.

Public Forums

- These are often community-based or interest-

based sites that allow visitors to communicate

with one another.


On-line Surveys

- Information may be collected on the visitors

to a Web site through registration forms, on-

line surveys, or through tracking of areas of

site they visit.


***Benefits of the Internet***

Benefits to Buyers:

– convenience

– product access and selection

– interactive and immediate

– Easy and private

– Greater product access/selection


***Benefits of the Internet***

Benefits to Sellers:

– customer relationship building

– reducing costs

– increasing speed and efficiency

– flexibility

– Global access, global reach

~~End of the

Topic…


*quiz*


I. Identification

1) Is something to present a unified message

about a company, its products or services.

2) It involves buying and selling processes

supported by electronic means, primarily the

internet.

3) It is a combination of factors that can be

controlled by a company to influence

consumers to purchase its products.


4) Is the master strategy that defines the five

constants of marketing and outlines how the

various processes, technologies and

strategies integrate.

5) Is the process of bringing your product or

service to the attention of your prospects and

customers


ll. Enumeration

6-10) Five constants of Marketing

11-14) Internet Marketing Influences

Other Related Activities

15) Our Instructor’s Complete Name!!!


Answers:


1) Branding

2) e-Commerce

3) Marketing Mix

4) Marketing Plan

5) Advertising


6) People

7) Price

8) Product

9) Place

10) Promotion

11) Advertising

12) Promotion

13) Public Relations

14) Sales

15) Sir Nestor Pera Penalver