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Contents

Electronic Marketing

Rationale

Internet marketing, also referred to as i-marketing, web-marketing, online-marketing or e-Marketing, is the marketing of products or services over the Internet.

The Internet has brought media to a global audience. The interactive nature of Internet marketing in terms of providing instant responses and eliciting responses are the unique qualities of the medium. Internet marketing is sometimes considered to be broad in scope because it not only refers to marketing on the Internet, but also includes marketing done via e-mail and wireless media. Management of digital customer data and electronic customer relationship management (ECRM) systems are also often grouped together under internet marketing.

Internet marketing ties together creative and technical aspects of the Internet, including: design, development, advertising, and sales.

Internet marketing also refers to the placement of media along many different stages of the customer engagement cycle through search engine marketing (SEM), search engine optimization (SEO), banner ads on specific websites, e-mail marketing, and Web 2.0 strategies. In 2008, The New York Times - working with comScore - published an initial estimate to quantify the user data collected by large Internet-based companies. Counting four types of interactions with company websites in addition to the hits from advertisements served from advertising networks, the authors found the potential for collecting data upward of 2,500 times on average per user per month.[1]

• Business models
  • One-to-one approach
  • Appeal to specific interests
  • Geo-targeting
• Advantages
• Limitations
• Security concerns
• Usage trends
• Effects on industries
• See also
  • Article marketing
  • Classified advertising
  • Conversion rate
  • Digital marketing
  • Frequency capping
  • HubSpot
  • Inbound marketing
  • In-text advertising
  • Lead scoring
  • Media transparency
  • Netnography
  • Online identity management
  • Online lead generation
  • Pay per click
  • Post-click marketing
  • Social media optimization
  • Web banner
  • Product feed

Electronic Marketing Manual

• References

Learning Outcomes

After completion of the module, student will be able to:

• Understand how marketing strategy and marketing technology decisions are related in terms of the value proposition provided by a company
• Understand basic Internet business models
• Understand issues in Internet marketing as they relate to integrating these technologies into bricks & clicks and click-only companies
• Understand principles of direct and services marketing as related to emarketing
• Understand principles of Customer Relationship Management and Relationship Marketing as related to Emarketing
• Understand the major web sites and electronic resources available for marketers
• Become familiar with how to create a basic web site
• Build presentation skills and analytical skills necessary to function in a marketing department in a contemporary corporation

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Teaching and Learning Resources

• Learning Environment
• Learning Contents
• Teaching Strategies

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The Concepts of Electronic Marketing

Tutorials

• Introduction to the Resources of Electronic Marketing
• Concept of Electronic Commerce and the Traditional Marketing Process
• Marketing Planning Stage for Online Activities
• The Actions of Marketing Implementation

Readings

• Electronic Commerce Tutorial
  • Reducing the cost of supply chains
• Implementation: The Key to Effective Marketing
• Web Marketing Implementation Roadmap
  

• Designing Servicescapes for Electronic Commerce: an Evolutionary Approach

Case Study

• Revenue Implication of E-commerce

Integrating Electronic Marketing Resources

Tutorials

• An Introduction to the Internet
• Concept of the Virtual Store for Marketing Products and Services
• The Tools of Electronic Marketing Resources
• Segmenting and Analyzing the Target Market
• Integrating the Promotional Mix

Readings

• How Internet Infrastructure Works
• Segmentation, targeting and positioning online
• The Ultimate Guide to Electronic Marketing for Small Business

Case Study

Implementing the E-Commerce Strategy

Integrating the Marketing and E-Commerce Concept

Special Topic

Recommended Texts

Electronic Marketing - Integrating Electronic Resources into the Marketing Process 2nd Edition Joel Reedy - University of South Florida Shauna J. Schullo - University of South Florida 0324175957 592 pages Paperbound 8 1/2 x 10 7/8 © 2004 Available Now Check the availability and buy your books from our Bookshop.

Business to Business Marketing - Analysis and Practice in a Dynamic Environment Vitale, Rob San Jose State University Giglierano, Joe San Jose State University Glossary of Key Terms Check the availability and buy your books from our Bookshop.

Frontiers of Electronic Commerce

Electronic Commerce: Some implications for firms and workers in developing countries Download .pdf version

Resources

 

 

Case Studies

General Motors Corporation , also known as GM , is a multinational corporation founded in 1908, and is headquartered in the United States . GM is the world's largest automaker and has been the global industry sales leader in each of the last 77 calendar years , although Toyota recorded higher sales figures in the first quarter of 2008. [7] General Motors, today employs about 284,000 people around the world. It manufactures its cars and trucks in 35 different countries and sells them under the brands of Buick , Cadillac , Chevrolet , GM Daewoo , GMC , Holden , Hummer , Opel , Pontiac , Saab , Saturn and Vauxhall . [8] As of 2007, General Motors is the fifth largest company in the world (behind Wal-Mart , Exxon Mobil , Royal Dutch Shell , and BP , ranked by revenue on the Fortune Global 500 list.) [9]

Company overview History Corporate governance Corporate structure Online Human resources Marketing in the United States Distinguishing the brands Compacts arrive Rebadging era GM in the new century GM in China Environmental Record Subsidies Labor relations Outcome of strike Impact of Other Strikes Auto racing Development of Electronics for GM Auto Racing Alternative fuels and hybrids Hybrid initiative Hydrogen initiative Flexfuel and biofuels Electric vehicles Political and charitable contributions Corporate restructuring Criticism See also People Books and films Active brands Defunct brands Subsidiaries Umbrella organization Categories References Further reading External links Blog of workers and works council members Corporate website Official Canadian site Official European site Official Brazilian site Official wiki

 

Databases

American Data	Donnelley Marketing	Small Business

 

Information

• Emarketing Info
• Business Models on the Web

• PC Mag's Top 100 Websites

• Forrester Research

• Rogers and Peppers 1to1

• Land's End Website
• Mediapost
  
  

• Bizrate

• Web Design Information
• Online Dreamweaver Course

• Volations
• Web Design Tips
• Writing Forms in Dreamweaver
• Buttons

• Netmarket
• Claritas
• Experian

• Privacy Policy Example
• NCSU