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Chapter 1: Past, Present, and Future Learning Objectives e-marketing Landscape
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| bet | 9/10 | | Sana | 24.03.2021 | | Hajmi | 72 Kb. | | #13432 |
III. E-Marketing Today: Web 2.0
Web 2.0 has moved from human-to-computer interaction to human-to-human interaction. Social media are web pages allowing social networking and are primarily authored by users.
Power Shift from Sellers to Buyers
Marketers are preparing to give up the steering wheel to a new breed of consumers who want more control. Consumers are literally one-click away from competitive pricing and information on every good and service available. This control started with the television remote and the computer mouse.
Consumers trust each other more than companies
Market and media fragmentation
Connections are critical
Inbound Marketing
Getting “found” online rather than interrupting family activities
Components are content:
Blogs
Video
eBooks
White paper. PDF files
Success of Inbound Marketing and Social Media referrals
USA Today received 35% of traffic from social media vs. 6% from Google search
Etsy, an online retailer, received 24% from social media vs. 12% from Google
People magazine received 23% from social media vs. 11% from Google
Customer Engagement
Engagement involves turning on a prospect to a brand idea enhanced by the surrounding context.
Social Media Metrics
Voice of the customer
Does not measure site engagements
Does not track amount of conversation
Other Opportunities and Challenges
Internet adoption matures
Online retail sales mature
Search engines are now reputation engines
Content is still king
Improved online and offline strategy integration
High broadband adoption at home
Intellectual capital rules
The long tail
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