online %26 offline marketing
DESCRIPTION
Online vs Offline MarketingTRANSCRIPT
ESAPElectronic Solutions Around the
PlanetDecember
COMPANY PROFILE• Company founded in the year 1996.• Global Technology and Innovation company• Wide range of infrastructure, hosting and
consulting services.
ESAP VISION• ESAP helps clients around the world become
"smarter" as the planet becomes more digitally interconnected.
• Eliminates borders
IDEA GENERATION
The Napkin Plan• Just-do-it• Activity based• Bottom up plan
CURRENT COMPANY COVERAGE
Source:www.bbc.com
E-MARKETING
E-marketing is the process of marketing utilized for a wide range of activities including advertising, customer communications, branding, fidelity programs etc. using the internet.
Comparison between E Marketing & Offline MarketingElements E Marketing Offline Marketing
Market Penetration High – Easy to reach different markets
Low-Hard to reach different markets
Approach to the customer Just through a ‘Click’ Long progress
Product Promotion Cheap and fast Costly & time-consuming
Manpower Less people manage Large work force
Time 24/7 Certain hour
Expenses Low High
Return on Investment Very fast Slow
Customer Care & Relationship Consistency After sales service
Information about the product Acknowledges only few senses High- Acknowledges all 5 senses
BUSINESS CHANNELSOffline Marketing• Print ads• Radio spots • Television commercials
E Marketing• In house email list• Natural Search• Paid Search• Blogging• Social Media
Relative Importance of Online and Offline Differentiation Dimensions
MARKET STATISTICS
(Source Harper, L.D. (2005) pp. 24-26)
ESAP E-Marketing Plan
Legal – EthicalTechnologyCompetitionOther Factors
Internet Markets ($)
SWOT analysis
E-Business Strategy
E-Business Strategy
ESAP E-Marketing PlanESAP E-Marketing Plan
ESAP E-Marketing Strategy
ESAP E-Marketing Strategy
ESAP E-Marketing Solutions
ESAP E-Marketing Solutions
Performance MetricsPerformance Metrics
E-Marketing Plan – Strategy Formulation and Implementation
ETHICAL CONCERNS• Privacy• Licenses• Copyright Issues• Trademarks implemented to domain names
Domain Parking• Pop ups/Pop unders
Source:www.loven.co.uk
SECURITY
• Security Concerns• Overcoming Security Concerns
– Multiple servers located in multiple secure locations, secure networks
– Highly skilled and trained staff– Advanced encryption methods
ESAP Evolution with E Business HistoryVisibility
1990-1996 1999 2000 2001 2002 2003 2004 2005 2006 Equity Times Debt Times Positive Cash Flow
Technology Trigger
Peak of Inflated
Expectation
Trough of Disillusionment
Slope of Enlightenment
Plateau of Profitability
Dot-Com Peak
U.S. Recessio
n
E-Business Becomes “Just
Business”
(Source:www.bbc.com)
• Web Development • Web Design• Search Engine Marketing
SEARCH ENGINE MARKETING (SEM)
Search Engine Optimization (SEO)– CONTENT IS THE KING
Source:www.emarketing.com
Source:www.emarketing.com
Interactive Advertising
•Banner Ads– Cost Per Click (CPC)– Cost Per 1000 Impressions (CPM)– Cost Per Action (CPA)
•Flash Presentations
Source:www.emarketing.com
Paid Placement (Pay Per Click)– Google Adwords– Adcenter
Source:www.emarketing.com
Paid Inclusion– Listing on Search Engine Directory
Source:www.seanseo.com
Contextual Advertising– Optimum use of advertising budget
Source:www.seanseo.com
Supply Chain Management System
• Ford Automated supply chain management system-Master mind system - DAD (Direct Automated Delivery)
• Ford Just in time system(JIT)
Advantages of Supply Chain Management systems
• Forecast Demand• Control inventory• Get the right products, to the right place, at the right
time.• Minimum waste• Enhance relationships with customers, suppliers,
distributors, and others• Receive feedback on the status of every link in the
supply chain
Electronic Customer Relationship Management (ECRM)
• Using IT to integrate internal organisation resources & external marketing strategies
• Provide a single, complete view of every customer at every touch point and across all channels.
• Benefits of ECRM– Identify and target the best customers– Track when and how a customer contacts the
company– Provide a consistent customer experience– Provide superior service and support across all
customer contact points
Frequent Flyer Programme (FFP) ESAP
Database
Home
VIP
VIP’s computer
Departure
Internet
Internet
Internet
ESAP Server
Internet
Special Check In Counter
Fast Track Security Check
VIP Waiting Lounges
Airport
Airport computer
Limousine/Taxi Company
Knowledge Management Systems (KMS)
• Helps knowledge employee create, organise, and make available important knowledge
• Makes this knowledge available wherever and whenever it is needed.
• Knowledge includes:– Processes, procedures, patents, reference works, formulas, best
practices, forecasts, and fixes security
• Knowledge Management Systems (KMS)
Internet
ESAP Database
ESAP KMS Server
University IT Help Desk
Internet
User 1
User 2
User 3
User 4
User 5
CHALLENGES
• Less of trust element• Government legislation• Infrastructure elements• Security concern
PLC of E-Marketing & ESAPVisibility
2010 2030 Future Testing Introducing
Period ESAP
(Source:James, K. (2004) P:14-15)
Current usage of Micro chip Technology
Identification purposes-Passport
Tracking systems :Eg. Ford
Transportation payments
Source:www.tfl.gov.ukSource:www.solarbotics.com
ESAP 2030
How Microchip Technology Works
ONLINE MARKETING OFFLINE MARKETING
Source:www.bbc.com
Conclusion
E-MARKETING HAS MADE BUSINESSES MILLIONS AND ORDINARY PEOPLE MILLIONAIRE
THANK YOU
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