Lecture E-commerce and e-business for managers - Chapter 8: Internet marketing. This chapter includes contents: Branding, internet marketing research, e-mail marketing, promotions, e-business advertising, e-business public relations, business-to-business (B2B) marketing on the web, search engines. | Chapter 8, Internet Marketing Outline Introduction Branding Internet Marketing Research E-mail Marketing Promotions E-business Advertising Banner Advertising Buying and Selling Banner Advertising Media-Rich Advertising Wireless Advertising e-Business Public Relations Business-to-Business (B2B) Marketing on the Web Search Engines META Tags Search-Engine Registration Introduction We explore Internet marketing campaign components Marketing research, advertising, promotions, public relations, search-engine registration Web-site traffic generation Keeping user profiles Recording visits Analyzing promotional and advertising results Target market is the group of people toward whom it is most profitable to aim your marketing Use Internet marketing with traditional marketing Branding Brand Typically defined as a name, logo or symbol that helps one identify a company’s products or services Customers’ experience can be considered part of its brand Brand equity Includes the value of tangible and intangible items, such as a brand and its monetary value over time, customer perceptions and customer loyalty to a company and its products or services Internet-only businesses must develop a brand that customers trust and value Brand uniformity will increase brand recognition Branding The Internet makes it difficult to protect a brand from misuse Rumors and customer dissatisfaction can spread quickly It is not difficult for people to use other companies’ logos on their sites or products illegally Companies can attempt to protect their brands Hiring people to surf the Web and look for news, rumors and other instances of brand abuse Brand monitoring activities can be outsourced to companies such as eWatch and NetCurrents Internet Marketing Research Marketing mix includes (4Ps): Product or service details and development Effective pricing Promotion Distribution Traditional marketing research . | Chapter 8, Internet Marketing Outline Introduction Branding Internet Marketing Research E-mail Marketing Promotions E-business Advertising Banner Advertising Buying and Selling Banner Advertising Media-Rich Advertising Wireless Advertising e-Business Public Relations Business-to-Business (B2B) Marketing on the Web Search Engines META Tags Search-Engine Registration Introduction We explore Internet marketing campaign components Marketing research, advertising, promotions, public relations, search-engine registration Web-site traffic generation Keeping user profiles Recording visits Analyzing promotional and advertising results Target market is the group of people toward whom it is most profitable to aim your marketing Use Internet marketing with traditional marketing Branding Brand Typically defined as a name, logo or symbol that helps one identify a company’s products or services Customers’ .
