E Marketing

Question 1

What is E marketing ?

Answer 1

E marketing is the process of planning and executing the conception, distribution, promotion and pricing of products and services in a computerised, networked environment, such as the internet, to facilitate exchanges and satisfy customer demands

Question 2

In other words is it

Answer 2

About managing how a product/ service is perceived, communicated and sometimes sold via online channels, including websites and social media platforms

Question 3

Fundamental E marketing concepts

Answer 3

Customer engagement:

• “repeated interactions that strengthen the emotional, psychological or physical investment a customer has is the brand”
• ” the level of involvement, interaction,intimacy, and influence an individual has with a brand over time “(sedley,2007:1)

Permission marketing
- a value exchange in return for communications and profiling, e.g. Email opt in (enabling personalisation), like of a brand on FB

Question 4

Customer relationship management (CRM)

Answer 4

“Customer relationship management is a complex and difficult way of doing business. Much as some would like us to believe, CRM is not just about installing software or automating customer touch points. It is about the reinvention of our enterprises around the customer. It is about the reinvention of our enterprises around the customer. It is about becoming and remaining customer centric”

(Buttle,2004)

Question 5

Why is an E marketing strategy needed

Answer 5

• To set clear goals for digital channels
• To align with business strategy (avoid ad hoc approaches)
• create a specific online value proposition (OVP)
• specify communications tools to drive visitors
• integrate digital and traditional channels
• Manage customer lifecycle (e.g. Through email marketing)

Question 6

Conversation marketing

Answer 6

• Know the room : audience
• Dress appropriately: design
• Sound smart: content and contingency
• make a connection: email, RSS and more
• Brag modestly: SEO,PR and advertising
• Observing and Adjust : analytics

More interactive, customer has more influence and Engages in co creation processes

Personalisation is enabled through communications