What will I learn this semester? o The convergence of technology o Diffusion and innovation of technology o E-mail marketing o Online advertising & affiliate marketing o Search engine optimization o Search engine marketing & PPC advertising o Social media & viral marketing o Online reputation management & WebPR o Web Analytics & conversion optimization o Database marketing, direct marketing & eCRM o The rise of digital journalism o Mobile marketing
What will I learn today? o The basics of internet marketing & its components
o A brief history of internet marketing & companies
who revolutionised it
o Explore South African internet marketing context
and the industry as a whole
o Learn about future trends
o Introduction to integrating online marketing into a
holistic marketing strategy
Electronic Marketing The application of marketing principles & techniques via electronic media the Internet. This course will examine the use of e- marketing tools & provide you with insights how technology can enable modern marketing practices to be more efficient and effective.
What is Internet Marketing?
Any marketing activity conducted online through use of internet technologies, its 3 cornerstones principles being:
" Immediacy: Constant updates, web changes at blistering pace
" Personalisation: Your audience are individuals, consumers with rights to service & voice
" Relevance: Be Interesting, relevant, stand out
Birth of the Internet Around 20 years old, 1993 is when businesses started taking an interest, Tim Berners-Lee, Search Engines launched in 1990s, 2004 birth of concept “Web 2.0”. Mention books to read!!!
Marketing as online tool Early 1990s, online advertising started in 1996, 1st Ad Hotwired, Google AdWords introduced 2000, now make up 95% of market share, Facebook & other sources (e.g. Foursquare) have grown exponentially & continue to do so
Hotmail links users Hotmail was the first e-mail provider to recognise links & peer recommendation as marketing tool
Google conquers search Started in 1998, they became the GATEWAY to the interwebs … hundreds of millions of times a day
Growth of Viral Marketing Blairwitch project 1st for movie industry, recent viral marketing campaign successes – elephant birth in Belgium, Old Spice, Rebecca Black etc.
The Internet Today Socialising, cooperation, sharing, personal entertainment, attention economy – space for work & play, digital spend overtook traditional newspaper advertising spend in 2010
Global Trends Social Media Marketing, Viral Marketing, Brand as Product
eMarketing in South Africa
Internet growth – 6.8 million people vs 2 million 3 years ago
Adspend in SA vs worldwide – still small, but growing rapidly
Commercial forces
Cultural forces
The move towards Online – Why is it so important? >> Social Media Marketing, Viral Marketing, Brand as Product
The future of eMarketing The field continues to grow rapidly and will be come the largest and most important marketing sector in coming years, growth will be driven by new innovations in technology – e.g. iPad, WII, smartphones etc.
Marketing Technique Comparison
Traditional Marketing " Physical Office
" Direct Post Mail
" Traditional Advertising
" Surveys, Polls, Research
" Traditional PR
" Word of Mouth
" Meet-ups & Events
e-Marketing " Website
" Online Advertising
" Web Analytics
" Web PR
" Viral Marketing
" Social Media
Marketing Tactics in Unison
One method can get you lots of customers, the other can get you banned, even though you think it gets you customers faster – don’t do it!