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Diterbitkan olehYandi Muljana Telah diubah "7 tahun yang lalu
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Chapter 1 Introduction to Internet Marketing
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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
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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?
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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)
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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
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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?
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Demand – Internet access
Figure 2.13 Global variation in number of PCs per hundred population and percent Internet access in 2000 Source: ITU (
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How does the Internet contribute to marketing?
Definisi pemasaran oleh Chartered Institute of Marketing ( adalah: Pemasaran adalah proses manajemen yang bertanggung jawab untuk mengidentifikasi, mengantisipasi dan memuaskan kebutuhan pelanggan profitabilitas Berikan contoh bagaimana internet (web dan ) memberikan kontribusi untuk pemasaran
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What is e-marketing? E-marketing adalah: Menerapkan ...
Internet dan teknologi digital lainnya ... (web, , 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
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Example – you’ve been tangoed
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E-business and e-commerce
Define e-commerce What is the relationship between e-commerce and e-business?
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E-business and e-commerce
Figure 1.2 The distinction between buy-side and sell-side e-commerce
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Relationship between e-commerce and e-business
Figure 1.3 Three alternative definitions of the relationship between e-commerce and e-business
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Internet marketing contexts
Figure 1.4 Summary of transaction alternatives between businesses and consumers
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Internet applications
Figure 1.5 Market and product strategic grid
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Example - Guinness
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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
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Example rswww.com
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Technology - addressing
Common gTLDs are: .com represents an international or American company such as .co.uk represents a company based in the UK such as .ac.uk a UK based University (e.g. .org.uk or .org are not for profit organisations (e.g. .net a network provider such as
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How it works - components
Figure 1.9 Infrastructure components of the Internet
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How it works – client/server
Figure 1.10 Information exchange between a web browser and a web server
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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
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Internet, intranet and extranet
Figure 1.12 The relationship between access to intranets, extranets and the Internet
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Interactivity and intelligence
Figure 1.13 Summary of communication models for: (a) traditional media, (b) new media
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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)
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Integration Figure 1.15 Channel requiring integration as part of integrated e-marketing strategy
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Mixed-mode buying Figure 1.16 The role of mixed-mode buying in Internet marketing
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Conversion marketing Figure 1.17 A model of the Internet marketing conversion process
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Conversion marketing - example
Figure 1.18 An example of the conversion process
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