Chapter 1 | Intro to eMarketing
- 1. : BUS3034S &BUS4074S eMarketing University of Cape Town 26 July 2011
- 2. 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
- 3. Module I: Introduction to e-Marketing
- 4. 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
- 5. 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.
- 6. 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
- 7. 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!!!
- 8. World Internet Usage Basis: 2,095,006,005 Internet users on March 31, 2011
- 9. 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
- 10. Hotmail links users Hotmail was the first e-mail provider to recognise links & peer recommendation as marketing tool
- 11. Google conquers search Started in 1998, they became the GATEWAY to the interwebs … hundreds of millions of times a day
- 12. In fact, Google receives more than a billion searches a day! Comscore Media Metrix
- 13. Ever wondered how Google became the FASTEST growing company of ALL TIME?
- 14. The Google Story
- 15. The birth of Social Media Marketing Gradual from 2004, meteoric from 2006
- 18. Growth of Viral Marketing Blairwitch project 1st for movie industry, recent viral marketing campaign successes – elephant birth in Belgium, Old Spice, Rebecca Black etc.
- 19. District 9 uses Social Media Integrated strategy – other social media success stories
- 20. 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
- 21. Did You Know? … Shift Happens
- 22. 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
- 24. The move towards Online – Why is it so important? >> Social Media Marketing, Viral Marketing, Brand as Product
- 25. 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.
- 26. Future trends Consumer control Always on the move Rise of Web 3.0 Multiple devices
- 27. The P’s of Marketing 4 P’s of Traditional Marketing 5 P’s of Digital Marketing
- 28. Marketing Technique Comparison Traditional Marketing e-Marketing " Physical Office " Website " Direct Post Mail " E-mail " Traditional Advertising " Online Advertising " Surveys, Polls, Research " Web Analytics " Traditional PR " Web PR " Word of Mouth " Viral Marketing " Meet-ups & Events " Social Media
- 29. 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!
- 30. TTFN …Until Friday …