BUS3034S &BUS4074S : eMarketing

University of Cape Town 26 July 2011

What will I learn this semester? o  The convergence of technology o  Diffusion and innovation of technology o  E-mail marketing o  Online advertising & affiliate marketing o  Search engine optimization o  Search engine marketing & PPC advertising o  Social media & viral marketing o  Online reputation management & WebPR o  Web Analytics & conversion optimization o  Database marketing, direct marketing & eCRM o  The rise of digital journalism o  Mobile marketing

Module I: Introduction to e-Marketing

What will I learn today? o  The basics of internet marketing & its components

o  A brief history of internet marketing & companies

who revolutionised it

o  Explore South African internet marketing context

and the industry as a whole

o  Learn about future trends

o  Introduction to integrating online marketing into a

holistic marketing strategy

Electronic Marketing The application of marketing principles & techniques via electronic media the Internet. This course will examine the use of e- marketing tools & provide you with insights how technology can enable modern marketing practices to be more efficient and effective.

What is Internet Marketing?

Any marketing activity conducted online through use of internet technologies, its 3 cornerstones principles being:

"   Immediacy: Constant updates, web changes at blistering pace

" Personalisation: Your audience are individuals, consumers with rights to service & voice

"   Relevance: Be Interesting, relevant, stand out

Birth of the Internet Around 20 years old, 1993 is when businesses started taking an interest, Tim Berners-Lee, Search Engines launched in 1990s, 2004 birth of concept “Web 2.0”. Mention books to read!!!

World Internet Usage Basis: 2,095,006,005 Internet users on March 31, 2011

Marketing as online tool Early 1990s, online advertising started in 1996, 1st Ad Hotwired, Google AdWords introduced 2000, now make up 95% of market share, Facebook & other sources (e.g. Foursquare) have grown exponentially & continue to do so

Hotmail links users Hotmail was the first e-mail provider to recognise links & peer recommendation as marketing tool

Google conquers search Started in 1998, they became the GATEWAY to the interwebs … hundreds of millions of times a day

In fact, Google receives more than a billion searches a day!

Comscore Media Metrix

Ever wondered how Google became the FASTEST growing company of ALL TIME?

The Google Story

The birth of Social Media Marketing Gradual from 2004, meteoric from 2006

Growth of Facebook

Growth of Twitter

Growth of Viral Marketing Blairwitch project 1st for movie industry, recent viral marketing campaign successes – elephant birth in Belgium, Old Spice, Rebecca Black etc.

District 9 uses Social Media Integrated strategy – other social media success stories

The Internet Today Socialising, cooperation, sharing, personal entertainment, attention economy – space for work & play, digital spend overtook traditional newspaper advertising spend in 2010

Global Trends Social Media Marketing, Viral Marketing, Brand as Product

Did You Know? … Shift Happens

eMarketing in South Africa

Internet growth – 6.8 million people vs 2 million 3 years ago

Adspend in SA vs worldwide – still small, but growing rapidly

Commercial forces

Cultural forces

The move towards Online – Why is it so important? >> Social Media Marketing, Viral Marketing, Brand as Product

The future of eMarketing The field continues to grow rapidly and will be come the largest and most important marketing sector in coming years, growth will be driven by new innovations in technology – e.g. iPad, WII, smartphones etc.

Consumer control

Always on the move

Rise of Web 3.0

Multiple devices

Future trends

The P’s of Marketing

4 P’s of Traditional Marketing

5 P’s of Digital Marketing

Marketing Technique Comparison

Traditional Marketing "   Physical Office

"   Direct Post Mail

"   Traditional Advertising

"   Surveys, Polls, Research

"   Traditional PR

"   Word of Mouth

"   Meet-ups & Events

e-Marketing "   Website

"   E-mail

"   Online Advertising

"   Web Analytics

"   Web PR

"   Viral Marketing

"   Social Media

Marketing Tactics in Unison

One method can get you lots of customers, the other can get you banned, even though you think it gets you customers faster – don’t do it!

TTFN …Until Friday …