Chapter 1 Introduction to Internet Marketing

Learning objectives Mengevaluasi relevansi Internet dengan konsep pemasaran modern; membedakan antara pemasaran Internet, e-marketing, e-commerce dan e-bisnis; mengidentifikasi perbedaan utama antara pemasaran internet dan pemasaran tradisional; menilai bagaimana Internet dapat digunakan dalam fungsi pemasaran yang berbeda

Questions for marketers Bagaimana signifikan internet sebagai alat pemasaran? Bagaimana Internet marketing berhubungan dengan e-marketing, e-commerce dan e-bisnis? Apa manfaat utama dari pemasaran Internet? Apa perbedaan Internet memperkenalkan dalam kaitannya dengan model komunikasi pemasaran yang ada?

The impact of the Internet Andy Grove, Ketua Intel, salah satu pengadopsi awal e-commerce, telah membuat analogi meteorologi dengan internet. Dia mengatakan: Apakah Internet kekuatan topan, kekuatan sepuluh kali, atau itu sedikit angin? Atau sebuah kekuatan yang secara fundamental mengubah bisnis kita? (Grove, 1996)

The impact of the Internet Organisation Sector Online contribution Overall turnover Cisco B2B Networking hardware 90% $19bn Easyjet B2C Air travel 85% £264m Dell B2B, B2C Computers 48% $25bn Lands End Clothing B2C Clothing 11% $1.3bn Book Club Associates B2C Books 10% £100m Electrocomponents B2B Electronics 7% £761m Group Domino’s Pizza B2C Food 3.4% £76m Tesco B2C Grocery 1.4% £18.4bn Thomas Cook B2C Travel <1% £1.8bn

The Internet’s impact on you? Berapa banyak dari Anda telah membeli sesuatu di Internet dalam 6 bulan terakhir? Berapa kali Anda menggunakan internet sebagai sumber informasi, sebelum membeli offline?

Demand – Internet access Figure 2.13 Global variation in number of PCs per hundred population and percent Internet access in 2000 Source: ITU (www.itu.int)

How does the Internet contribute to marketing? Definisi pemasaran oleh Chartered Institute of Marketing (http://www.cim.co.uk/) adalah: Pemasaran adalah proses manajemen yang bertanggung jawab untuk mengidentifikasi, mengantisipasi dan memuaskan kebutuhan pelanggan profitabilitas Berikan contoh bagaimana internet (web dan e-mail) memberikan kontribusi untuk pemasaran

What is e-marketing? E-marketing adalah: Menerapkan ... Internet dan teknologi digital lainnya ... (web, e-mail, nirkabel, iTV, database) untuk ... mendapatkan dan mempertahankan pelanggan (melalui proses pembelian multi-channel dan siklus hidup pelanggan) Dengan ... Meningkatkan pengetahuan pelanggan, penargetan, pelayanan dan kepuasan

Example – you’ve been tangoed

E-business and e-commerce Define e-commerce What is the relationship between e-commerce and e-business?

E-business and e-commerce Figure 1.2 The distinction between buy-side and sell-side e-commerce

Relationship between e-commerce and e-business Figure 1.3 Three alternative definitions of the relationship between e-commerce and e-business

Internet marketing contexts Figure 1.4 Summary of transaction alternatives between businesses and consumers

Internet applications Figure 1.5 Market and product strategic grid

Example - Guinness

Drivers Cost/efficiency drivers Competitiveness drivers Meningkatkan kecepatan pengiriman Mengurangi biaya penjualan Mengurangi biaya operasi Competitiveness drivers permintaan pelanggan Jangkauan dan kualitas layanan yang ditawarkan Hindari kehilangan pangsa pasar Exploit pasar baru

Example rswww.com

Technology - addressing Common gTLDs are: .com represents an international or American company such as http://www.travelagency.com .co.uk represents a company based in the UK such as http://www.thomascook.co.uk/. .ac.uk a UK based University (e.g. http://www.derby.ac.uk) .org.uk or .org are not for profit organisations (e.g. www.greenpeace.org) .net a network provider such as www.freeserve.net.

How it works - components Figure 1.9 Infrastructure components of the Internet

How it works – client/server Figure 1.10 Information exchange between a web browser and a web server

How it works - HTML Figure 1.11 Home page index.html for The B2B Company in a web browser showing HTML source in text editor

Internet, intranet and extranet Figure 1.12 The relationship between access to intranets, extranets and the Internet

Interactivity and intelligence Figure 1.13 Summary of communication models for: (a) traditional media, (b) new media

Individualisation Figure 1.14 Summary of degree of individualisation for: (a) traditional media (same message), (b) new media (unique messages and more information exchange between customers)

Integration Figure 1.15 Channel requiring integration as part of integrated e-marketing strategy

Mixed-mode buying Figure 1.16 The role of mixed-mode buying in Internet marketing

Conversion marketing Figure 1.17 A model of the Internet marketing conversion process

Conversion marketing - example Figure 1.18 An example of the conversion process