E-Marketing

Dr. Karim Kobeissi

Chapter 1: E-Marketing in Context

1-2

Keyword: Internet
The Internet refers to the
physical network that links
computers across the globe.
It

consists

infrastructure

of
of

the

network

servers and communication

links between them that are
used to hold and transport
information

between

the

client PCs and web servers.

Keyword: Wireless Communications

Electronic transactions and
communications conducted
using mobile devices such
as laptops, personal digital
assistants

(PDAs)

and

mobile phones (and fixed

access

platforms)

with

different forms of wireless

connection.

Keyword: Browser
A browser is asoftware applicationused
to locate, retrieve and display content
on theWorld Wide Web, includingWeb
pages, images, video and other files.
Some examples of web browsers are:
Google

Chrome,

Explorer ....

Safari,

internet

K e y w o r d : D omain Name
Adomainname is a unique
name

that

identifies

aninternetresource such
as

example

website.
of

Some
internet

domain names are:

- harvard.edu
- igoldrush.com

Keyword: URL

URLis an acronym for Uniform

Resource Locator and is a
reference (an address) to a
resource on the Internet. The
URL

is

located

on

the

address bar of your web

browser. For example:
http://www.igoldrush.com/
is the URL for the domain
(resource) igoldrush.com.

Keyword: Web Server

Web servers arecomputersthat deliver (serves up)Web
pages. Every Web server has anIP addressand possibly
adomain name. For example, if you enter theURL
http://www.pcwebopedia.com/index.htmlin
yourbrowser, this sends a request to the Web server
whose domain name is pcwebopedia.com. The server
then go and get the page named index.htmland sends it
to your browser.
Any computer can be turned into a Web server by
installing server softwareand connecting the machine to
theInternet.

How Web Servers Work ?

K e y w o r d :

C o o k i e

Acookie is a tiny little file of data created and stored on the

users hard drive in response to instructions received from
a Web site. The cookie contains the address of the Web site
and specific codes that your browser sends back to the
Web site server each time the browser requests a page
from the server.
The main purpose of cookies is to identify users and
possibly prepare customizedWeb pagesfor them. When
you enter aWeb site using cookies, you may be asked to fill
out a form providing such information as your name and
interests. This information is packaged into a cookie and
sent to your Web browser which stores it for later use. The
next time you go to the same Web site, your browser will
send the cookie to the Web server. The server can use this
information to present you with custom Web pages. So, for
example, instead of seeing just a generic welcome page
you might see a welcome page with your name on it.

How Cookies Work ?

Ke y w o rd : C l i c k s t re a m
A record of a visit to a web page
Visitor (IP address)
URL
Time of visit
Time spent on a page
Browser used
Referring URL

Type of request
Reply code
Number of bytes in the reply
etc

A clickstream is the recording of the parts of the screen a

computer user clicks on, while web browsing or using another
software application.
As the user clicks anywhere in the webpage or application, the
action is logged on a client or inside the web server, as well as
possibly the web browser, router, proxy server or ad server.
Clickstream analysis is useful for web activity analysis, software
testing, market research, and for analyzing employee productivity.

Keyword: Blog
A

blogis

discussion

or

informational site published on

the

World

Wide

Web

and

consisting of discrete entries

("posts") typically displayed in
reverse chronological order (the
most recent post appears first).

Keywords: Value
Value: The worth that a product has in the mind of the consumer.
Value, a central marketing concept, is primarily a combination of quality,
service, and price (qsp), called the customer value triad. Value
perceptions increase with quality and service but decrease with price.
The consumer's perceived value of a good or service affects the price
that he or she is willing to pay for it. For the most part, consumers are
unaware of the true cost of production for the products they buy. Instead,
they simply have an internal feeling for how much certain products are
worth to them. Thus, in order to obtain a higher price for their
products, producers may pursue marketing strategies to create a
higher perceived value for their products.
1-15

W h a t i s M a r ke t i n g ?
An

organizational

function
A process for exploring,
creating, and delivering
value

to

satisfy

the

needs of a target market

at a profit (Kotler, 2006).

E-Marketing - Definition
Electronic Marketing refers to the conduct
of marketing activities identifying the
customer and creating value to satisfy
the

customer

communication
the

internet*

(Boateng, 2010).

via

electronic

technologies
and

mobile
1-17

including
devices

How Does E-Marketing Differs From Traditional Marketing?

1) Lower costs. Reach the right customers at a much lower
cost than with traditional marketing methods.
2) Trackable, measurable results. Obtain detailed data
about customer responses to marketing campaigns.
3) Global reach. Access new markets across the globe.
4) Personalization. Connecting a database to a web site
allows for individually targeted offers. The more they buy
the better the data and more effective the marketing.
5) One to one marketing. Instant access to individual
customers on computers and mobile phones.
6) More interesting promotional campaigns. Use creative
multimedia to engage customers.
7) Better conversion rates (increased purchases). Online
customers are only a few clicks from a purchase, whereas
when offline they must make a phone call or visit a store.
8) Twenty four hour marketing. Allows 24/7 access to the
firms products and services, even when the office is closed.

Evolutionary Stage Models

Chaffey et al. (2003) suggest there are six choices for a company deciding on
which marketing services to offer via an online presence:
Level 0. No web site or presence on web.
Level 1. Basic web presence. Company places an entry in a web site listing company names
such as www.yell.co.uk to make people searching the web aware of the existence of the
company or its products. There is no web site at this stage.
Level 2. Simple static informational web site. Contains basic company and product
information sometimes referred to as brochure ware.
Level 3. Simple interactive site. Users are able to search the site and make queries to
retrieve information such as product availability and pricing. Queries by e-mail may also
be supported.
Level 4. Interactive site supporting transactions with users. The functions offered will vary
according to company. They will be usually limited to online buying. Other functions might
include an interactive customer service helpdesk which is linked into direct marketing
objectives.
Level 5. Fully interactive site supporting the whole buying process. Provides relationship
marketing with individual customers and facilitating the full range of marketing exchanges.

E - c o m m e r c e

E-commerce is defined as all electronically

mediated information exchanges between
an

organization

and

its

EXTERNAL

stakeholders (Chaffey, 2007).

This

definitions

shows

that

electronic

commerce is NOT SOLELY restricted to the

actual buying and selling of products, but
also

includes

pre-sale

and

post-sale

activities across the supply chain.

E - b u s i n e s s

E-business is defined as all

electronically
information
BOTH

exchanges,
within

organization
external

mediated

and

an
with

stakeholders

What Is The Relationship

Between
E-Marketing, E-commerce,
E-business
and Internet-marketing?

E-Marketing is Wider Than Internet Marketing

Internet-marketing is a subset of E-marketing . It can be
argued that this is most realistic since e-marketing not
only use the internet but also other digital
communication technologies such as short message
service (SMS), multimedia messaging service (MMS), Emails (without streaming), etc.
E-marketing is a subset of E-commerce. It can be argued
that this is most realistic since e-commerce have a wider
and broader scope than e-Marketing.
E-commerce is a subset of E-business. It can be argued
that this is most realistic since e-business is not only
restricted to all electronic information exchanges
between
an
organization
and
its
EXTERNAL
stakeholders , but it also covers INTERNAL stakeholders .

E - M a r ke t i n g C h a l l e n g e s a n d O p p o r t u n i t i e s
The Internet and other digital media have transformed
marketing:
For customers, they give a much wider choice of products and
prices from different suppliers and the means to select and
purchase items more readily. There is also a choice of technology
platformsfrom desktops and laptops to mobile and tablet devices
for consumers to use.
For organizations, digital media and new technology platforms give
the opportunity to expand into new markets, offer new services,
apply new online communication techniques and compete on a
more equal footing with larger businesses.
For those working within these organizations it gives the
opportunity to learn and develop new skills and to use the Internet
to improve the competitiveness of the company through detailed
customer
and
market
research.

E - M a r ke t i n g C h a l l e n g e s a n d O p p o r t u n i t i e s
At the same time, the internet and related digital
technology platforms gives rise to many threats to
organizations. For example, online companies such as
ASOS.com

(clothing), Amazon.com (books and retail)

and Expedia (travel)have captured a significant part of

their market and struck fear into the existing players.
Many consumers now regularly use social networks like
Face book, Google +, LinkedIn and Twitter as part of
their daily lives. Engaging these consumers is an
ongoing challenge.