2. POINTS TO BE COVERED
• ONLINE MARKETING IN DIFFERENT INDUSTRIES.
• WHAT IS DIFFERENTIAL ADVANTAGE
• HOW DIFFERENTIAL ADVANTAGE IS USEDTHROUGH “THE PRICE
ELEMENT”
• ONLINEVALUE PROPOSITION AND ITS ADVANTAGES
• WE ARE GOINGTO LOOK AT HOW DIFFERENT SECTORS
INCORPORATE ONLINE MARKETING INTOTHEIR MARKETING
STRATEGIES.
3. INTRODUCTION
• Digital marketing is different from traditional marketing.
• It is not a marketing strategy on its own but rather a strategy to
reinforce existing ones.
• We need to determine what gives us a differential advantage.
• How do we align the 4 p’s with positioning strategies
• There are various aspects we will look at in todays presentation.
Mainly the marketing elements, quality of brand experience and
service quality.
4. ONLINE MARKETING IN DIFFERENT
INDUSTRIES
• Positioning strategies and the marketing elements need to be
aligned.
• What is differential advantage?
• The three elements that are commonly used as differentiators
5. MARKETING ELEMENTS
• There are 4 P’s that the marketing mix consists of namely:
A. Price
B. Product
C. Place
D. Promotions
The most common differentiator is the element of price. It is the only
one that creates a revenue and can be manipulated.
6. QUALITY OF BRAND
EXPERIENCE
• This is a perception that a customer creates in their mind about a
certain brand.
• What triggers a customers reaction to that particular brand?
7. QUALITY OF SERVICE
• This differs immensely from products meaning that it is entirely
intangible.
• It cannot be touched, smelt etc.
• It is based entirely on experience.
8. ONLINE VALUE
PROPOSITION
• Creating value and benefits for online consumers, answering the
question ‘what’s in it for me?”
• Explains what is offered and what can be expected
• Engages customers online
9. SUCCESS FACTORS
• O.V.P. success factors include :
1. Selecting your target audience
2. Researching your target audience
3. Delivering, reviewing and improving.
10. ADVANTAGES OF O.V.P
• One of the main objectives of any website is to differentiate it from
its competitor
• Focuses the marketing efforts – staff are focused and understand
what the site is about
• May be used for public relations and word-of-mouth
recommendations
• Can be linked to normal product propositions of a company.
12. BANKING
• Banking means that customers may do everything online.
• They can basically :
1. Manage their accounts
2. Transfer money or make payments
3. Apply for loans and/or mortgages.
13. TOURISM
• Tourism – this is now an easier process online. Instead of going
physically, you can now do bookings of hotels, rent a car, book game
lodges and research the areas as the websites also includes activities
that you can do in and around that specific area, without the hassle
of calling and wasting your airtime. Example San Lameer
• You can also pay online
• Read and discuss the case study on page 51
14. INSURANCE
• Insurance has changed.
• Everything can now be done online because the product offerings are
now greater.
• Insurance offers include :
1. Motorcar
2. Household
3. Personal/business
4. Health/ travel and so on…
15. VISIT THIS WEBSITE
• http://www.outsurance.co.za/
• The above website is an example of online insurance where you can
get direct quotes from OUTsurance itself.
• http://www.hippo.com/
• The above website shows us how you can compare quotes easily and
then visit the insurance website thereafter ALL INTHE COMFORT OF
YOUR OWN HOME!!!!
16. REAL ESTATES
• Real estate can be advertised online by buyers AND sellers.
• Option can be optimized
• Properties can be searched online
• These websites can be used to compare properties.
17. TECHNOLOGY
CONSULTANTS
• Technological consultants are professionals who work on business I.T
solutions. Always advise companies
• Need to have knowledge about the business concerned.
• Collaborate with management
• Can be independent or employed by companies.
18. EDUCATION INDUSTRY
• Programs for studying are now found online.
• Majority of students go big on the internet
• Educational institutions need to consider needs of the students and
communicate with them in a proper manner.
• Important thing is to put in key words into the search engine.
19. CONCLUSION
• Today we spoke about how different sectors use social media
marketing and we have gone through the marketing elements
including price as well as differential advantages. Social media
marketing carries weight throughout all business sectors (health
sector/tourism/financial sectors)
