marketing intro
Chapter 1 - Introduction to e-marketing
Prof. Noel M. Teves
Lesson Objectives
Outline the use of SOSTAC®
Describe the difference between e-commerce, e-business and e-marketing
Understand the types of online presence in the market
Describe the e-marketing 5S’s
SOSTAC®
Is a simple planning system covering Situation Analysis, Objectives, Strategy, Tactics, Action and Control.
Created by P.R. Smith in 1993
TYPES OF ONLINE PRESENCE
When assessing the relevance and potential of e-marketing for a business, remember that different business types offer different opportunities and challenges.
Chaffey et al. (2006) identify five main types of online presence or components possible as part of a site:
TYPES OF ONLINE PRESENCE
Transactional e-commerce site
Services-oriented relationship building web site
Brand-building site
Portal or media site
Social network or community site
Chapter 1 - Introduction to e-marketing
Prof. Noel M. Teves
Transactional e-commerce site
Manufacturers or e-retailers provide products available for purchase online
The main business contribution is through sale of these products.
The sites also support the business by providing information for consumers who prefer to purchase products offline.
Services-oriented relationship building web site
Provides information to stimulate purchase and build relationships.
Products are not typically available for purchase online. Information is provided through the web site, along with e-newsletters, to inform purchasing decisions
The main business contribution is through encouraging offline sales and generating enquiries or leads from potential customers. Such sites also help by adding value for existing customers by providing them with information of interest to them
Brand-building site
Provides an experience to support the brand. Products are not typically available for online purchase, although merchandise may be.
The main focus is to support the brand by
Prof. Noel M. Teves
Lesson Objectives
Outline the use of SOSTAC®
Describe the difference between e-commerce, e-business and e-marketing
Understand the types of online presence in the market
Describe the e-marketing 5S’s
SOSTAC®
Is a simple planning system covering Situation Analysis, Objectives, Strategy, Tactics, Action and Control.
Created by P.R. Smith in 1993
TYPES OF ONLINE PRESENCE
When assessing the relevance and potential of e-marketing for a business, remember that different business types offer different opportunities and challenges.
Chaffey et al. (2006) identify five main types of online presence or components possible as part of a site:
TYPES OF ONLINE PRESENCE
Transactional e-commerce site
Services-oriented relationship building web site
Brand-building site
Portal or media site
Social network or community site
Chapter 1 - Introduction to e-marketing
Prof. Noel M. Teves
Transactional e-commerce site
Manufacturers or e-retailers provide products available for purchase online
The main business contribution is through sale of these products.
The sites also support the business by providing information for consumers who prefer to purchase products offline.
Services-oriented relationship building web site
Provides information to stimulate purchase and build relationships.
Products are not typically available for purchase online. Information is provided through the web site, along with e-newsletters, to inform purchasing decisions
The main business contribution is through encouraging offline sales and generating enquiries or leads from potential customers. Such sites also help by adding value for existing customers by providing them with information of interest to them
Brand-building site
Provides an experience to support the brand. Products are not typically available for online purchase, although merchandise may be.
The main focus is to support the brand by