This document outlines an agenda for a workshop on eMarketing. It introduces eMarketing and discusses its history, benefits compared to traditional marketing, strategic advantages, key pillars, marketing mix, and various strategies. The workshop is being taught by Dr. Babak Behboudi and covers topics such as the definition of eMarketing, how it has evolved over time, its advantages over traditional marketing, strategic levels of an eMarketing approach, and the main components of an eMarketing mix and strategy. Contact information is also provided.

3. Dr. Babak Behboudi
Who is teaching you this course!
International Positions:
 International Institute of Marketing
Professionals (IIMP®)
Toronto, Canada
Vice President of Globall Alliances fo
Middle East and Oceania
KM-FINANZ AG
Turkey
Leading German
Based Holding
Company
B/S/H
Hausgräte AG
UAE
Bosch & Siemens
Home Appliances
Poomar
Industrial Corp.
Iran
Furniture and Office
Supplies
CELIMPEX
Enterprises Inc.
Hoding
Canada
EPC/Logistics/FMCG/Co
nstruction
Felesh Advertsising Agenc
Iran
Member of Board/ Chief Marketing
Full service marketing, branding an
advertising agency

4. CONTACT INFORMATION

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WORKSHOP AGENDA

6. 1
AN INTRODUCTION TO
eMARKETING

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eMARKETING DEFINED

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eMARKETING BENEFITS

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eMARKETING HISTORY

10. eMARKETING HISTORY
eBusiness just becomes business!

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eMARKETING HISTORY

12. 2
eMARKETING vs.
TRADITIONAL MARKETING

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eMARKETING VS. TRADITIONAL MARKETING

14. eMARKETING VS. TRADITIONAL MARKETING

15. Monologue
One way
Mass communication
Static
No interaction among customers
Shotgun approach
Hard to identify customers
Hard to manage customers
BEFORE AFTER
Dialogue
One-to-one marketing
Real-time
Dynamic
Collaborative
Segmented
Rich customer interaction
Rich customer data
Customer CustomersSupplier
Supplier
Internet
eMARKETING VS. TRADITIONAL MARKETING

16. AND BEYOND…………..
ACME
Branded
site
Site linking
Small businesses
B2B partners
Industry
Business resource Hubs
- Regional
- By industry
- By application
- Portals
- Verticals
Search engines
- Regionally
- Worldwide
Outsource
Partners
Admin portal
- Regional
- Agent
communities
- By industry
- By application
- Portals
First time visitors from search engines.
Partners
Other Blogs
Other Blogs
Forum
A
B
C
A
B
C
PORTAL

17. 3
eMARKETING STRATEGIC
ADVANTAGE

18. • Democratization of advertising
• Reach: Collapsing barriers of time & space
• Lower risk of product / services innovation
• Lower cost / higher ROI
– Digitization of all information
– Virtual supply chains
– Virtual markets
– Virtual real-time interaction with customers & suppliers
• Scalability
• Ability to coalesce and reach increasingly fragmented
markets
• Streamline business process
eMARKETING ADVANTAGES

19. • Democratization of advertising
• Reach: Collapsing barriers of time & space
• Lower risk of product / services innovation
• Lower cost / higher ROI
– Digitization of all information
– Virtual supply chains
– Virtual markets
– Virtual real-time interaction with customers & suppliers
• Scalability
• Ability to coalesce and reach increasingly fragmented
markets
• Streamline business process
eMARKETING STRATEGIC ADVANTAGES

20. eMARKETING STRATEGIC ADVANTAGES

21. 4eMARKETING PILLARS

22. eMARKETING PILLARS

23. eMARKETING PILLARS

24. eMARKETING PILLARS

25. 5eMARKETING MIX

26. eMARKETING MIX
2P
2C
3S

27. eMARKETING MIX
2P
2C
3S
Personalization, Privacy
+
Customer Service, Community,
+
Site, Security, Sales Promotion.

28. 6eMARKETING
STRATEGIES

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eMARKETING PARADIGM

30. eMARKETING STRATEGY CONSIDERATIONS
eMarketing
Strategy
Customer
Value
Scope
Price
Revenue
Resources
Connected
Activities
Implementation
Capabilities
Sustainability

31. eMARKETING STRATEGY LEVELS
Pure Play
Enterprise
Process
Business Activity

32. eMARKETING STRATEGY LEVELS
Efficiency & Cost
Reduction
ACTIVITY LEVEL

33. eMARKETING STRATEGY LEVELS
PROCESS LEVEL
Effectiveness &
Costumer Retention

34. eMARKETING STRATEGY LEVELS
ENTERPRISE LEVEL
Pure plays are businesses that began on
the internet.
They represent the top level of the E-
Business pyramid.
Pure plays face significant challenges.
They must compete as new brands.
They may need to take customers away
from established businesses.
Redefining Your
Business

35. eMARKETING STRATEGY LEVELS
PURE PLAY LEVEL
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Competitive
Advantage

36. 6eMARKETING FACTS
How Toolkits
can help your
Business

37. INTRODUCTING R4D MODEL