Free Essay

E Marketing

In: Business and Management

Submitted By irisle94
Words 1132
Pages 5
Chapter 4: E-marketing

8/2013

Pham Thi Chau Quyen

1

Chapter 4: E-MARKETING
1

Overview of e-marketing

2

Tools of e-marketing
4.1. Banner ads
4.2. Email marketing
4.3. SEO - Search Engine Optimization
4.4. SM – Social Media
4.5. Mobile marketing

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Definition of Marketing
“Marketing is the activity, set of institutions, and processes for

delivering, have creating, communicating, and exchanging

offerings that

value for customers, clients, partners, and

society at large.”
American Marketing Association
- AMA, 2007
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Process of Marketing

R

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STP

MM

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I

C

4

Segmentation
Positioning

STP

Target market

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Definition of E-marketing

E-marketing takes the

marketing principles

and techniques

and applies them through

electronic

and

means

telecommunications

networks.

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PROS AND CONS OF E-MARKETING
- ………………………………
- ……………………………

 PROs
- …………………………..

 CONs

- ……………………………
- ……………………………..
- …………………………….

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PROS AND CONS OF E-MARKETING

- To business: ……...................

 PROs

………………………………...

 CONs

- To customer: ………………
...................................................
...................................................

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MARKET RESEARCH with E-MARKETING

Website
Netmeeting

Email

Feedback

Market
Research

Forum
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Cookies

Chatroom

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WEBSITES
Some websites to collect secondary information
1. Trade Points http://www.wtpfed.org 2. Commodity exchange http://www.cme.com (Chicago), http://www.euronext.com (Euro), www.tocom.or.jp (Tokyo), www.nymex.com (New York)
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WEBSITES
Some websites to collect secondary information
3. Directory http://www.intracen.org (ITC), www.europages.com (Europe Business)
4. Other websites
Association of Southeast Asian Nations: http://www.aseansec.org
Socioeconomic Committee Asia-Pacific: http://unescap.org
European economic and social Committee: http://europa.eu.int
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Pham Thi Chau Quyen
In the Middle East and South Africa: http://www.comesa.int

11

WEBSITES
Some websites to collect primary information

 Some websites for supporting online survey:

…………………………………………………….
 Some websites for supporting customer observation:

…………………………………………………….
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TERMS
PPC – Pay per Click
PPA – Pay per Action
PPS – Pay per Sale
CPT – Cost per thousand
CTR – Click through ratio
Impression
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Conversion rate
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Chapter 4: E-marketing

4.1. BANNER ADS

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WHAT IS BANNER ADS?

A banner is a typically rectangular

advertisement placed on a web page and is linked to the advertiser's own website. 8/2013

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TYPES OF BANNER ADS

• Fixed banner ads
• Pop up
• Pop under

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COST OF BANNER ADS

• Time
• Area
• Click (PPC, CPC)

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REMEMBER
1. Your goal
2. Your audience’s benefits
3. Design
4. Animation
5. Your landing page
6. Advertising websites
7. Measurement
8. Test, test, test
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Chapter 4: E-marketing
4.2. EMAIL-MARKETING

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1. BENEFITS of EMAIL MARKETING
• ……………………………………………
•…………………………………………….
•…………………………………………….
•…………………………………………….
•…………………………………………….
•…………………………………………….

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2. CONTENT PERSONALIZATION
1.Select a reasonable title;
2.Write a perfect preamble;
3.Tell the reader what they need to do;
4.Use clear and direct language;
5.Only one subject in an email;
6.Postscript;
7.Make email easier to read
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3. EMAIL DATABASE

List ways to have email database?

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………
………

………
……….

Email

How to send email:

…………
………….

………
………...
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EMAIL MARKETING SERVICE PROVIDERS

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EMAIL MARKETING SERVICE PROVIDERS

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The CAN-SPAM Act of 2003

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SPAM FILTERS
• Never use deceptive headers, from names, or subject lines.
• You

must

always

provide

an

unsubscribe link.
• The unsubscribe link must work for at least 30 days after sending.
• You

must

include

your

physical

mailing address.
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4. VIETNAM: MANAGEMENT of SPAM

 Off-in model

(only sent when the

recipient's permission);
 Off-out model (sent until the recipient refuse). Source: Decree 90/2008/ND-CP dated 13/8/2008
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Chapter 4: E-marketing

4.3. SEO

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DEFINITION OF SEO
 SEO is the activity of ensuring a website can

be found

in search engines for

words and

phrases relevant to what the site is offering.
 SEO is the process of affecting the visibility of

a website in a search engine's search results.


higher ranked on the search results page

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SEO PROCESS
Opportunities

On the

Measurement

page SEO

Off the page SEO
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Chapter 4: E-marketing
4.4. SOCIAL MEDIA

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SOCIAL MEDIA

1

2

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Viral marketing

Social network marketing

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1. WHAT IS VIRAL MARKETING?

VIRAL MARKETING:
- Having others tell and spread your story for you. TO DO IT:

- thoughtful ideas

to share

- clever ways to create interest

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1. WHAT IS VIRAL MARKETING?

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VIRAL MARKETING - QUESTIONS

1. Examples of viral marketing you know?

2.

What are does viral marketing

do for your business?
3. Rules
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for viral marketing?
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BENEFITS of VIRAL MARKETING

1. Give customers power to spread your message
2. Can increase product awareness

3. Can build customer loyalty
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RULES for VIRAL MARKETING

1
2

Put down roots

3

Spread it

4

Don't coerce people to share

5
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Create great content worthy of sharing

Create a trigger

6

Point the world to your virtual doorstep
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SOCIAL NETWORKS - QUESTIONS

1.

Give advantages & disadvantages of marketing through social networks?

2.

Analyze the marketing through

Facebook.
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MARKETING ON FACEBOOK
 Connect the business’s website with Facebook
 Use Facebook’s advertising items
 Utilize "Friends of Connections"
 For fans an enjoyable reason to connect
 Use videos/ pictures to attract fans
 Make the business’s Facebook page become community 8/2013

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Chapter 4: E-marketing
4.5. MOBILE MARKETING

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4.5. Mobile marketing
Benefits
Methods
Spam
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4.5. Mobile marketing
 The high ability to reach target customers;
 This is a fast and powerful marketing tool.

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4.5. Mobile marketing

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