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Online Marketing Week 1
E-business is the optimization of a company’s business activities using digital technology.
E-commerce is the subset of e-business focused on transactions.
E-marketing is the result of information technology applied to traditional marketing
E-marketing is bigger than the web. The web is the portion of the internet that supports a graphical
user interface for hypertext navigation with a browser. The web is what most people think about
when they think of the internet. Electronic marketing reaches far beyond the web.
Bits, not atoms – information, products, and communication in digital form can be stored,
sent, and received nearly instantaneously. Text, audio, video, graphics, and photos can all be
digitized, but digital products cannot be touched, tasted, or smelled
Mediating technology – peer-to-peer relationships, such as auctions, social networks, and
business partnerships, can be formed regardless of geographic location. Technology allows
timely communication and data sharing, as with businesses in a supply chain.
Global reach – opens new markets and allows for worldwide partnerships, employee
collaboration, and salesperson telecommuting.
Network externality – businesses can reach more of their markets with automated
communication, and consumers can disseminate brand opinions worldwide in an instant.
Time moderator – consumers hold higher expectations about communication with
companies and faster work processes within companies
Information equalizer – companies employ mass customization of communication, and
consumers have more access to product information and pricing.
Scalable capacity – companies pay for only as much data storage or server space as needed
for profitable operations and can store huge amounts of data
Open standard – companies can access each other’s databases for smooth supply chain and
customer relationships management, which connect large and small firms.
Market deconstruction – many distribution channel functions are performed by non-
traditional firms and new industries emerged.
Task automation – self-service online lowers costs and makes automated transactions,
payment, and fulfillment possible.
,Digital marketing models
They provide useful frameworks for digital audits, planning and strategy. Delivery input to conduct
audits, review online communications. And they ensure the consistency of marketing message.
Youtube Video – how digital marketing will change in
2021
1. Page speed will be more important than ever. Increases conversions by up to 7%
2. Text content length won’t matter as much. Show information as quick as possible, people
don’t want to read as more, they care more about quality. Audio and video length longer. 10
min is good, 20 too long, 2-3 min too less.
3. It’s all about marginal gains. The little things will differ you from the competition. These little
things add up and will make you better than competition
4. How high you rank will matter more than ever. Over 35% of the clicks go to position 1, if
you’re not in the top 10, then you’re not going to be seen. Being top is everything
5. Repurposing and updating will be the norm. Recreating content is important/improving. Go
super in-depth, don’t stop with video also look at audio. Use the same information but make
it a little bit better. Don’t worry about duplicate content. Update more often than you
release new content. Optimize for new platforms like clubhouse
6. Backlinks won’t matter as much. Backlinks vs on page metrics (is the site relevant). It’s not
about links but about experience
7. Brands will have more power than ever, BRANDS ARE EVERYTHING, long-run.
Forrester’s 5ls
It is a classic digital customer communication model. Established in 2007 by Forrester inc. Takes into
account the level of involvement, interaction, intimacy, and influence an individual has with a brand
over time.
Lauterborn’s 4Cs
Updated version of the well know 4P’s (Price, Product etc). It solely focused on the customer which is
used for internal audits and competitor comparison. The 4 C’s stand for:
Consumer wants and needs – corresponding to Product in the marketing mix
Cost to satisfy – corresponding to price
, Convenience to buy – corresponding to place
Communication – equivalent to promotion
Customer centric is the keyword here.
Ten C’s of marketing
Digital marketing audit model, can be used for internal & external analysis. Customer center
approach. The C’s consist of:
6 C’s of customer motivation
Online community. Useful marketing planning and online customer communications model for
developing your website or online community. It is used assess the benefits a website and online
services offers online audiences, as well as those of your competitors.
Hofacker’s 5 stages of information processing
Useful framework to use when building online communities, planning web development, creating
online adverts and/or developing online customer comms. The 5 states of information processing:
Exposure
Attention
Comprehension and perception
Yielding and acceptance
Retention
RACE planning
Race planning aims to help marketers to develop digital marketing plans
focused on sales growth. The stages are: aim is grow sales
Plan – research, strategy, content creation
Reach – traffic form search engine, social media networks and other
Act – act in your website or community
Convert - convert from leads to prospect
Engage – customer advocacy
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