E Marketing Mix

1. The eMarketing Mix
These ideas are taken from: Principles
of eMarketing by Otilia Otlacan
www.TeaWithEdge.com

2. Objectives of this session
•To introduce the idea of the ‘eMarketing
Mix’
•New principles of marketing developed for
on-line marketing
•Works alongside traditional Extended
Marketing Mix

3. What is ‘eMarketing’?

4. ‘e-Marketing is Marketing that uses the internet as
manifestation media.’
- Mark Sceats
‘e-Marketing is the sum of all activities a
business conducts through the internet with the
purpose of finding, attracting, winning and
retaining customers.’
- CISCO Systems

5. The Extended Marketing Mix
•4Ps + 3Ps
•Still underlies the main marketing strategy
•All elements should be mediated by the
eMarketing Mix strategy
•Still focused on transactional exchange
•eMarketing Mix focuses on building
relationships

6. The eMarketing Mix
2P + 2C + 3S
Personalization, Privacy,
+
Customer Service, Community,
+
Site, Security, Sales Promotion.

7. 1: Personalisation
•The need to recognise and identify a certain customer in
order to establish relations

•To gather all possible information in order to develop
customized, personalized products and services.
•Can be applied to any component of the Marketing mix
•Example: Use of ‘cookies’ to gain personalised
information of computer / web use.

8. 2. Privacy
•Connected to ‘Privatisation’
•How will personal information be used and
protected?
•Requires an agreed policy on access
procedures and collecting information
•Must take into account existing regulations and
legal aspects regarding collection and usage of
personal information.

9. 3. Customer Service
•A required support function in transactional
situations.
•Should be treated as along term, on-going
process.
•An essential pat of the eMarketing Mix
•Service & Support acts upon all elements of 4Ps

10. 4. Community
•Generated by the nature of the internet
•A group of entities that interact for a common purpose is
a "community“
•The value of a network equals the square of the number
of components.
•So: the value of a community rises with the number of its
members.
•Customers / clients of a business can be seen as part of
a community
•Encouraging interaction and community should be
undertaken by the business
•Interactions among customer community impacts on all
other functions of eMarketing.

11. 5. Site
•The location where eMarketing interactions take place
•Available at any moment and from any place – a digital
location for digital interactions.
•‘Site’ may be more than conventional website e.g. Palm
Pilot or iPhone.
•This special location, accessible through all sort of digital
technologies is mediates all other functions of e-
Marketing

12. 6. Security
•Essential function of e-Marketing once transactions
began to be performed through internet channels
•Needs to include:
–security during transactions performed on the website (not
allowing third parties access to the transaction)
–security of data collected and stored, about our customers and
visitors.
•Security safeguards should be communicated to
customers

13. 7. Sales Promotion
•Widely used in traditional Marketing
•Strategy for immediate sales goals in terms of
volume.
•eMarketer’s task is to find new possibilities and
new approaches for developing an efficient
promotion plan.
•Marketer needs to keep up with the latest
internet technologies and applications

14. Conclusions:
•e-Marketing implies new marketing
dimensions
•Revolve around the concept of relational
functions
•Essential in any e-Marketing strategy in
order for it to be efficient and deliver
results.