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E-Marketing

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This learning resource shall guide you with basics of E-Marketing. You can transform traditional business model to online business model with small management planning and technical know how. e-Welcome!

Publié dans : Direction et management
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E-Marketing

  1. 1. Welcome to Session on E-marketing Avinash MurkuteFor academic purposes only1
  2. 2. Avinash MurkuteFor academic purposes only2 Unprecedented opportunity for knowledge-rich organizations Cost-effective to build a global brand & reputation Instrument for business development Many benefits internal communication Knowledge management Market intelligence Project management Why E-marketing
  3. 3. Avinash MurkuteFor academic purposes only3 Why do you want to be on the World Wide Web? Who are your customers, and who do you want to attract to your site? What do your organization want? What keeps people on site, and what persuades them whilst they are there? Inform, amuse and benefit your visitors! What makes people return to site, and what makes them reply? Six Things Before You Start
  4. 4. Avinash MurkuteFor academic purposes only4 Conventional 06:30 Leave home 08:00 Flight to city 10:30 Visit fair (5-10) 12:30 Lunch with client (1) 14:00 Seminar (40) 15:30 Client meetings (2) 17:00 Leave for airport 21:00 Back home Life in E-marketing  08:30 Leave home  09:00 Check email (10)  10:00 Issue e-zine (3,000)  11:00 Create press room on website  11:30 Web meeting (7)  14:00 Webinar (20 + 1000)  15:00 Brief copywriter  16:00 Update social networks (3 + 100)  18:00 Back home New
  5. 5. Avinash MurkuteFor academic purposes only5 Conventional Product Price Place Promotion Additional Planning Production Publishing 4 P’s and additional 3 P’s
  6. 6. Avinash MurkuteFor academic purposes only6 1. Blogs 2. Minute lectures 3. E-mail marketing 4. Newletters 5. Webinars & Webcasts 6. Virtual worlds 7. New media 8. Surveys & Quiz 9. E-learning & Knowledge management 10. Podcasts & Vodcasts E-marketing programs
  7. 7. Avinash MurkuteFor academic purposes only7  Increasing visits  Measure by web analytical package  Unique visitors, visits/visitor, pages/visit  Assess & improve the quality of visits  Introduce user interaction  Measuring the effectiveness of communication  Surveys  E-Marketing impact/return-on-investment Quantify customers: 4 layers
  8. 8. Avinash MurkuteFor academic purposes only8 Blogging Types of Blogs  Company blog  CEO blog  Expert / guru blog  Crisis blog  Team blog  Product blog Reasons for Business Blogging  Communicate with users  Brand & reputation building  Drive traffic to your website  Project management  Market intelligence  Knowledge management
  9. 9. Avinash MurkuteFor academic purposes only9 What? Web syndication is a form of syndication in which a section of a website is made available for other sites to use How? Create a machine readable content stream Automatic in most content management systems Pros: a ‘what’s new’ service to partners, who then provide highly targeted traffic An inbox to the internet for knowledge workers Cons: too many streams to choose from Syndication
  10. 10. Avinash MurkuteFor academic purposes only10 What? Web syndication is a form of syndication in which a section of a website is made available for other sites to use How? Create a machine readable content stream Automatic in most content management systems Pros: a ‘what’s new’ service to partners, who then provide highly targeted traffic An inbox to the internet for knowledge workers Cons: too many streams to choose from Syndication
  11. 11. Avinash MurkuteFor academic purposes only11 (Automatic) digest, Flash alert, Newsletter / Electronic magazine Active promotion of website content Key success factor: Development of permission-based mailing lists Metrics: Open rate Click-through rate Conversion rate E-mail Marketing
  12. 12. Avinash MurkuteFor academic purposes only12 Get a good location Give people what they want Lure them in with enticing offers Make shopping (browsers) a pleasure Signpost things clearly. Give directions. Sell more while they are in shop. 1:3 Keep in touch Similarities in: Malls & E-shop
  13. 13. Avinash MurkuteFor academic purposes only13 Is it pleasure to visit – with easy to read script? Are transactions easy? Does it feature benefits or just product names? Does it involve or confuse? Does it try to learn about customers? Does it work hard to get replies? Is it quick? Your E-Shop Checklist
  14. 14. Avinash MurkuteFor academic purposes only14 Database is very important. Grow it. Add, Delete, Modify and Maintain it. Quantify business from each contact. Database
  15. 15. Avinash MurkuteFor academic purposes only15 Thank You Avinash Murkute E-mail: avinash@galaxy4u.in Mobile: +91-9822698070 / +91-9637796308

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