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Lecture notes Ethical Marketing (MAN00030H) 2022/2023
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Lecture notes Ethical Marketing (MAN00030H) Dr. Snehasish Banerjee Includes screenshots and diagrams from relevant texts notes from a 70+ student
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E Marketing LecturesFlipped Learning:
- So contact hours are for exchanging information.
- In your own time you should be doing the learning
- He will be teaching us what questions we need to be asking to reach the solution, rather
than giving us the solution
Lecture 1: Overview of E-Marketing
Key issues in marketing:
1. What can sellers do to make themselves stand out among buyers in an increasingly
crowded marketplace
2. How can sellers use digital technology to make themselves stand out among buyers
in an increasingly crowded marketplace
What is changing in marketing:
Digital tools are shifting the balance of power from firms to customers
The enactment of the Ps of marketing is getting digitalised and democratised
Firms are losing control (occasionally, giving up control) over the marketing mix
Customers can now dictate what firms actually do (e.g. my Starbucks idea website or
Next Loves to listen)
Firms are voluntarily giving up control in the different elements of the marketing mix
What is E Marketing:
Just because you have the option of digital marketing doesn’t mean you have to or
should use it. The key is to identify, anticipate and satisfy customer requirements
profitability using technology
There is a need to integrate online and offline experiences of customers (multi-
channel marketing vs omnichannel marketing)
o Multi-channel is simply marketing using multiple channels
o Omni channel means you are using multiple channels in a way that
customers get a seamless and holistic experience. (coherent experience)
So for example the branding In the stores has to be same as online (integrated)
Case Study:
Tesco entered Korean market by changing name to Home plus
Biggest competitor was e-mart, they mad more stores than home plus
There challenge was to become number 1 without increasing number of stores
For Koreans going food shopping is a chore (2nd hardest working people in the world)
Created virtual stores where you use smartphones with QR codes to shop. It is then
delivered to your home when you’ve completed your shop
Tesco home plus customers can then shop anywhere online easily
Place and product is digitalised
,Benefits of E Marketing:
24/7 availablity
Wider access (Distance doesn’t matter)
Flexibility
Interactivity
Personalisation (by app) Using AI to sense your interests then personalise your
experience. Tailoring needs to deliver you content
Customisation (by user) This is something the customer does themselves
Cost savings (For example trip advisor reviews are free, promotion is cheaper)
Corporate image and competitive pressure
As a customer you are having fewer ads pushed at you. Now you have the choice of
watching the ads that are pushed at you and you can actively look out for ads
From Push only to a combination of Push, Pull and AI
You can now send more direct and personalised marketing
Benefits of the 5 S’s:
Sell – Growing Sales
Serve – Add Value
Speak – Engage with customers
Save – economical
Sizzle – Extend the presence of the brand online
Challenges of E Marketing:
Lack of clear objectives. If you don’t have a clear objectives thing will fail
People have diminishing attention span (e.g. multi screening)
o You have to make sure your customers are listening to you
Poor integration between online and offline marketing communications (For
example you are using multi-channel not omnichannel)
Difficult to measure ROI, little room for improvement
o How will you know to what extent strategy turns into revenue gain which
makes next years strategy harder to plan for
, Forms of E-Marketing:
Lecture 2: Micro/Macro Environment
E-Marketing Environment
Micro Environment: The customer is the centre of what brands do
Customer Journey:
Mapping the total customer experience across all touchpoints between the customer and
the organisation
Awareness > Query > Purchase > After-sales support > Renewal/Repurchase
Desired customer experience – actual customer experience = moments of truth
Distinction between the customer and the consumer is important and ideally businesses
should maximise satisfaction for both
Conversion Marketing:
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