Internet Marketing Training On-Demand: Introduction to eMarketing
- 1. e -Marketing Mykola Sarazhynskyy Introduction Revised January 2008
- 2. Outline Significance Opportunities Today’s Marketing Challenge E-marketing Definition Major Components Communication Channels Stages of Customer Acquisition Pros and Cons How to Use It to Your Advantage
- 3. Demographics of Internet Users http://www.pewinternet.org/trends.asp Source: Pew Internet & American Life Project, February 15 – March 7, 2007 Tracking Survey. N=2,200 adults, 18 and older. Margin of error is ±2% for results based on the full sample and ±3% for results based on internet users. Last updated June 15, 2007. 91 College + 81 Some College 61 High School 40% Less than High School Educational attainment 93 $75,000 + 82 $50,000-$74,999 69 $30,000-$49,999 55% Less than $30,000/yr Household income 32 65+ 65 50-64 83 30-49 87% 18-29 Age 71 Men 70 Women 71% Total Adults Use the internet
- 4. Demographics of Internet Users http://www.pewinternet.org/trends.asp Source: Pew Internet & American Life Project, February 15 – March 7, 2007 Tracking Survey. N=2,200 adults, 18 and older. Margin of error is ±2% for results based on the full sample and ±3% for results based on internet users. Last updated June 15, 2007. 91 College + 81 Some College 61 High School 40% Less than High School Educational attainment 93 $75,000 + 82 $50,000-$74,999 69 $30,000-$49,999 55% Less than $30,000/yr Household income 32 65+ 65 50-64 83 30-49 87% 18-29 Age 71 Men 70 Women 71% Total Adults Use the internet
- 5. Demographics of Internet Users http://www.pewinternet.org/trends.asp Source: Pew Internet & American Life Project, February 15 – March 7, 2007 Tracking Survey. N=2,200 adults, 18 and older. Margin of error is ±2% for results based on the full sample and ±3% for results based on internet users. Last updated June 15, 2007. 91 College + 81 Some College 61 High School 40% Less than High School Educational attainment 93 $75,000 + 82 $50,000-$74,999 69 $30,000-$49,999 55% Less than $30,000/yr Household income 32 65+ 65 50-64 83 30-49 87% 18-29 Age 71 Men 70 Women 71% Total Adults Use the internet
- 6. Demographics of Internet Users http://www.pewinternet.org/trends.asp Source: Pew Internet & American Life Project, February 15 – March 7, 2007 Tracking Survey. N=2,200 adults, 18 and older. Margin of error is ±2% for results based on the full sample and ±3% for results based on internet users. Last updated June 15, 2007. 91 College + 81 Some College 61 High School 40% Less than High School Educational attainment 93 $75,000 + 82 $50,000-$74,999 69 $30,000-$49,999 55% Less than $30,000/yr Household income 32 65+ 65 50-64 83 30-49 87% 18-29 Age 71 Men 70 Women 71% Total Adults Use the internet
- 7. Top 10 Online Activities http://www.pewinternet.org/trends.asp Source: Pew Internet & American Life Project Tracking surveys (March 2000 – February-March) 08/2006 71 Buy a product 02-03/2007 72 Get news 05-06/2004 73 Get travel info 11/2004 78 Check the weather 02-03/2005 78 Research a product or service before buying it 08/2006 80 Look for health/med info 02-03/2007 83 Look for info on a hobby or interest 12/2006 86 Search for a map or driving directions 12/2006 91 Use a search engine to find information 02-03/2007 91 Send or read e-mail Most recent survey date % users report this activity Here are some of the things they do online:
- 8. How People Shop Online http://www.doubleclick.com
- 9. In 2006 e-commerce sales (retail web and eBay) totaled an estimated $142.7 billion (Census Bureau of the U.S. Department of Commerce) Expected growth of about 20% in 2007 (to about $171.2 billion). (eMarketer) More moderate growth between 15% and 18% in the coming years. (eMarketer) In 2007 the average web shopper will spend about $1,123 shopping online, a figure will grow by 14% to $1,279 by 2008 and 62.9% to $1,829 in 2011. (eMarketer and Internet Retailer, 2007) US Opportunities and Competition
- 10. UK Opportunities and Competition The value of Internet sales by businesses rose to £103.3 billion in 2005, an increase of 56% on the 2004 figure of £66.2 billion. The value of Internet sales to households rose to £21.4 billion in 2005 from £16.5 billion in 2004, a rise of 29.7%. 14.6% of businesses sold over the Internet in 2005 (12% in 2004) while 56.3% made purchases over the Internet in 2005 (50.3% in 2004). Internet purchases by businesses rose 50.4%, from £48.4 billion in 2004 to £72.8 billion in 2005. 69.8% of businesses had a website in 2005, compared to 66.9% of businesses in 2004. Office for National Statistics, e-Commerce survey , October 2006 (www.statistics.gov.uk)
- 11. Marketing Challenge The key marketing challenge for the future is to establish a true, meaningful, and lasting connection with the customer and perspective customer. (Pamela Danziger, Why People Buy Things They Don’t Need , 2004) http://www.whypeoplebuy.com/ E-Marketing shows a great potential to assist with overcoming this challenge
- 12. e -Marketing Definition “ Achieving marketing objectives through applying digital technologies.” (Dave Chaffey, www.davechaffey.com)
- 13. Components Message (email, search result, banner, referral, content placement, etc.) Message delivery and analytics tool Web-site including landing page Shopping cart or subscription form Web analytics tool Leads Management Survey Management
- 14. General Schema
- 15. General Schema
- 16. General Schema
- 17. General Schema
- 18. General Schema
- 19. General Schema
- 20. Stages of Customer Acquisition
- 21. Stages of Customer Acquisition Exposed to Message
- 22. Stages of Customer Acquisition Exposed to Message Noticed Message
- 23. Stages of Customer Acquisition Exposed to Message Noticed Message Interacted with Message
- 24. Stages of Customer Acquisition Exposed to Message Noticed Message Interacted with Message Visited Web Site
- 25. Stages of Customer Acquisition Exposed to Message Noticed Message Interacted with Message Visited Web Site Started Conversion
- 26. Stages of Customer Acquisition Exposed to Message Noticed Message Interacted with Message Visited Web Site Started Conversion Customers
- 27. Pros and Cons of E-Marketing Pros: Effective if executed right Inexpensive Traceable Minor tweaks can lead to great gains Cons: May hurt if not properly used Requires involvement of decision makers Too much data Too many tools available Never ends
- 28. How e- Marketing Class Helps Practical Knowledge to grow your business Classes that available online on-demand Access to a live instructor 100% guarantee Certificate after successful test Guiding resources (carefully selected to not overwhelm you)
- 29. How e- Marketing Class Helps Practical Knowledge to grow your business Classes that available online on-demand Access to a live instructor 100% guarantee Certificate after successful test Guiding resources (carefully selected to not overwhelm you)
Editor's Notes
- #2: Welcome to Introduction to Electronic Marketing.