The eMarketing MixThese ideas are taken from: Principles of eMarketing by Faiz Sherifdeen

Objectives of this sessionTo introduce the idea of the eMarketing MixNew principles of marketing developed for on-line marketingWorks alongside traditional Extended Marketing Mix

What is eMarketing?

e-Marketing is Marketing that uses the internet as manifestation media. - Mark Sceats e-Marketing is the sum of all activities a business conducts through the internet with the purpose of finding, attracting, winning and retaining customers. - CISCO Systems

The Extended Marketing Mix4Ps + 3PsStill underlies the main marketing strategyAll elements should be mediated by the eMarketing Mix strategyStill focused on transactional exchangeeMarketing Mix focuses on building relationships

The eMarketing Mix2P + 2C + 3S Personalization, Privacy, + Customer Service, Community, + Site, Security, Sales Promotion.

1: PersonalisationThe need to recognise and identify a certain customer in order to establish relations To gather all possible information in order to develop customized, personalized products and services. Can be applied to any component of the Marketing mix

Example: Use of cookies to gain personalised information of computer / web use.

2. PrivacyConnected to Privatisation

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.

3. Customer ServiceA required support function in transactional situations. Should be treated as along term, on-going process.

An essential pat of the eMarketing Mix

Service & Support acts upon all elements of 4Ps

4. CommunityGenerated by the nature of the internetA group of entities that interact for a common purpose is a "communityThe value of a network equals the square of the number of components. So: the value of a community rises with the number of its members. Customers / clients of a business can be seen as part of a communityEncouraging interaction and community should be undertaken by the businessInteractions among customer community impacts on all other functions of eMarketing.

5. SiteThe location where eMarketing interactions take place

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.

This special location, accessible through all sort of digital technologies is mediates all other functions of e-Marketing

6. Security Essential function of e-Marketing once transactions began to be performed through internet channels

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

7. Sales Promotion Widely used in traditional Marketing

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

Conclusions:e-Marketing implies new marketing dimensionsRevolve around the concept of relational functions Essential in any e-Marketing strategy in order for it to be efficient and deliver results.