E – Active Marketing

L 7

Ing. Jiří Šnajdar 2015

The Internet has changed the ways individuals communicate and how the world coducts business.

Web transformed traditional retaling by selling goods and services over internet.

A company in practically any location could compete globally and the size of an organization´s operation make little difference.

The internet is a open enviroment, just a click away.

Internet represents more than a means to conduct business transactions. It is a communication highway Web helps create online communities that conect buyers and sellers in new ways. It includes interactive company and brand Web sites, social media networks, such as Facebook and Twitter, blogs and other communication formats.

It offers a multichannel communication systém that allows businesses and customers to speak to each other and listen to myriad of voices.

Today´s business can use internet to actively interact with customers. The result is an e-active marketing.

E-active marketing combines two major components of internet marketing: e-commerce and interactive marketing. Both activities are vital to an organization´s online presence.

Many of today´s consumers rely on the internet to research products, to shop, to make comparisons, to read both favorable and unfavorable comments by other customers and interact with other consumers and businesses. An effective

IMC program incorporates these new elements into the advertising and promotions plan.

Recent study reveald that many companies are reducing traditional marketing budgets and moving the funds to online communication. Many marketing experts belive that online searches, e-mail, social media, Web disply ads and mobile marketing will soon become a significant portion of marketing expenditures.

Web changes the ways consumers communicate and interact with companies. Online communication channels are pushing companies into “real-time“ communications.

The methods of marketing have changed and improved, and we've become a lot more efficient at telling our stories and getting our marketing messages out there.

eMarketing is the product of the meeting between modern communication technologies and the age-old marketing principles that humans have always applied.

What is eMarketing?

Very simply put, eMarketing or electronic marketing refers to the application of marketing principles and techniques via electronic media and more specifically the Internet. The terms eMarketing, Internet marketing and online marketing, are frequently interchanged, and can often be considered synonymous.

eMarketing is the process of marketing a brand using the Internet. It includes both direct response marketing and indirect marketing elements and uses a range of technologies to help connect businesses to their customers.

By such a definition, eMarketing encompasses all the activities a business conducts via the worldwide web with the aim of attracting new business, retaining current business and developing its brand identity.

Why is it important?

When implemented correctly, the return on investment (ROI) from eMarketing can far exceed that of traditional marketing strategies.

Whether you're a "bricks and mortar" business or a concern operating purely online, the Internet is a force that cannot be ignored. It can be a means to reach literally millions of people every year. It's at the forefront of a redefinition of way businesses interact with their customers.

Email Marketing - No not spam

At its core, Email Marketing is a tool for customer relationship management (CRM).Its Purpose: To build virtual relationships with existing and potential customers.Its Benefit: Maximise the retention and value of these customers, which should ultimately lead to

greater profitability.

What is Email Marketing?

Simply put, Email Marketing is a form of direct marketing which utilises electronic means to deliver commercial messages to an audience. It is one of the oldest and yet still one of the most powerful of all eMarketing tactics. The power comes from the fact that it is:

extremely cost effective and has a low cost per contacthighly targetedcustomisablecompletely measurable

A successful email campaign requires careful attention - from planning to execution and evaluation of the campaign. There are certain best practices and steps to follow which will ensure the success of an email campaign:

Strategic Planning

The first part of any email campaign should involve planning around the goals you will need to achieve.

Promotional emails are more direct and are geared at enticing the user to take action through purchase or sign up.

Retention based emails usually take the form of a newsletter and may include promotional messages but ultimately should contain information of value to create a long term relationship with the reader.

A successful email campaign is most likely to be the one geared at retaining and creating a long term relationship with the reader.

List Building and Management

Running a successful email campaign requires that your business has a genuine opt-in database.

This means that you need to have the user's permission to communicate with them or you risk having your mail regarded as spam or unsolicited (bulk) email.

An effective, best practice Email Marketing campaign requires an in-house list cultivated over time. This list should contain people who are prospects, customers, who have explicitly given their permission to hear from you.

Online Advertising

The Multi-Purpose Nature of AdvertisingAdvertising, whether online or offline, always has a number of objectives:

Building brand awarenessCreating consumer demandInforming consumers of your ability to satisfy that demand

But when you really think about it, they can be distilled into just one action: Increasing Sales!

Advertising is based on the simple economics of demand and supply. Advertisers aim to stimulate a consumer need and then satisfy that need. Create the demand. Then satisfy the demand.

Building Brand Awareness

Making people aware of your brand or product is an important long-term goal. Once customers know about you, you've taken that first big step towards gaining their trust... and their patronage.

Building brand awareness is perhaps the key strong point of Online Creative Advertising. It's largely visual, making it an ideal channel for promoting brand collateral.

Creating Consumer Demand

Brand and product awareness is also about creating demand. Advertising needs to convince consumers about what they should want and why they should want it. Modern Online Advertising can provide a great way to communicate the USP's of your product, thereby helping stimulate demand.

Satisfy Consumer Demand

Once your consumer wants something, they need to know of your ability to satisfy that want. If your brand building has been effective, they know you exist.

Viral Marketing uses people's electronic connectivity to increase the velocity of word-of-mouth. People with similar interests, needs and lifestyles tend to pass on and share interesting and entertaining content. When sponsored by a brand, the message builds awareness of a product or service and can provide qualified prospects for the organisation to pursue.

How Does Viral Marketing Work?

If you are familiar with the concept of "word-of-mouth„.

The significant difference in this case is that Viral Marketing utilises electronic means to spread the message. Without a doubt, referrals are still the most powerful marketing weapon available.

Viral Marketing harnesses the electronic connectivity of individuals to ensure marketing messages are referred from one person to another.

E – Commerce

Selling goods and services on the internet is the focus on e-commerce programmes. E-commerce involves both businesses selling to consumers B2C and businesses selling to other businesses B2B. The primary drivers of preference include convenience, selection and perceived value of merchandise.

Further many consumers may make purchasees at retail stores but first use the internet to collect information.

E-Commerce Components:

Catalog – Product information Product navigation Shopping cart Payment systems – easy, quick, convenient checkout Store locator

Customization functionality

Customer reviews or feedback applications

As e- commerce moves into real-time communication and active interactions with customers, businesses are scrambling to make Web sites relevant to consumers.

Consider how users will interact with the brand and then develop means of brand engagement.

Allow for dril-down of search results by grouping products around brands and common parameters.

Encourage consumer interaction via blogs, feedback applications or customer reviews.

Develop a simple, secure checkout procedure.

E – Commerce Incentives

Financial incentives

Convenience incentives

Value-based incentives

Consumer concerns with E – Commerce

Seller opportunism

Security concerns

Information privacy issues

Brick and mortar purchasing habits

B2B E – Commerce

E – commerce represents a key part of many B2B operations. In many buying situations, purchasing agents use the internet to compare prices and product information. Once a business account has been established the customer finds it easy to plce an order and the price may be lower than those offered by traditional outlets. Consequently competing in e-commerce requires an effective e-commerce site and strong distinct brand name.

The number of hits on a B2B Web site directly relates to the amount spent on advertising and sales promotions. Financial convenience and value-added incentives can also be offered to business buyers.

For businesses ordering merchandise, supplies and materials using the internet can save purchasing agents considerable time.

Convinience represents a highly attractive incentive for many companies. E-commerce programes offer benefits for B2B companies.

A growing form of e-commerce in the B2B sector is online exchanges and auctions.

These exchanges allow buyers to purchase a variety of commodities and goods in lower prices.

Many online markets are operated by intermediary companies that match buyers and sellers.

Interactive Marketing

Interactive marketing is the development of marketing programes that create interplay between consumers and businesses rather than simply sending messages to potential customers.

The programes feature two-way communication and customer involvement. The internet is ideal medium for interactive marketing because of the ability to accurately track browser activities and translate the information into instant reactions.

Interactive marketing emphasizes two primary activities.

First it assists marketers in targeting individuals, specifically potential and current customers, with personalized information.

Second it engages the consumer with the company product. The consumer becomes an active participant in the marketing Exchange rather than passive recipient.

Steps in developing Interactive Marketing Strategy: Cultivate an attitude of giving

Gain trust

Identify your one- word brand

Define your ultimate vision

Choose your communication channels

Evaluate and adjust

Online Advertising

Online avertising represents a highly effective method of reaching customers, especially the younger more internet-savvy market.

Consequently budgets for online advertising have steadily increased. Funds devoted to online advertising have become a larger portion of overal advertising and marketing budgets.

One major advantage of online advertising is the number of matrics that allow advertisers to measure results almost instantaneously.

Banner Advertising

Classified and Media/video advertising

Company- Sponsored Blogging

Online Social Network (Facebook, Twitter)

Consumer Generated Advertising

Consumer Generated Reviews

E-mail

Viral Marketing

Summary

Increased usage of internet by both consumers and businesses has led many marketing teams to develop an Internet presence.

E-active marketing combines two major components of Inernet marketing: e-commerce and interactive marketing.

Web changes the ways consumers communicate and interact with companies. The key is to integrate e-marketing strategies with overal integrated marketing communications plan.

Online social networks include Facebook, Twitter and others.

Social media have become a major part of the integrated marketing landscape. Consumer-generated advertising includes crowdsourcing etc. Consumer-generated reviews opportunity to create forums for customers to discuss product benefits and problems.