10 c's and environment of online marketing
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The document discusses the key elements of internet marketing, emphasizing the importance of the customer as a central focus and the need for businesses to adapt to changing market dynamics, particularly with the emergence of online platforms. It highlights the role of corporate culture, customer convenience, competition, and the impact of micro and macroenvironment factors on marketing strategies. Additionally, it notes the acceleration of internet use, particularly in developing countries, and the significance of mobile devices in the future of broadband connectivity.
10 c's and environment of online marketing
- 2. 10 c’s for Internet Marketers
- 3. Customer Customer is the central focus for any marketing driven company. Software that are emerging helps in connecting the millennial generation better. Wind et al (2002) have observed ‘a new hybrid customer’ emerging who wants to ‘call,click and visit’ organizations, and basically wants the best of the physical world and virtual world.
- 4. Corporate culture A visionary individual who recognises the potential of the internet and promotes the benefit at senior level may champion the internet cause. Grasp the nettle: Exploiting the internet and use digital tools as a first mover Follow the leader: Based on the market needs. If a customer demands a new channel. Stand firm: Resisting the adoption of internet.
- 5. Convenience Freedom, flexibility and convenience. Change in life style – longer working hours, increasing divorce rate, mobility of people, and increased nuclear family. This helps B2B as well as B2C
- 6. Competition Fast and unpredictable changes happen in business due to online presence. Internet have brought in more transparency. Price comparison sites educate and empower customers. How do they get competition? - Discussion
- 7. Answer Traditional companies moving online New online only entrants in domestic market New online entrant from overseas Competition form newly formed online alliances and partnership Competitors introducing or eliminating channels of distribution Revitalised traditional business http://www.pricedekho.com/, http://www.junglee.com/
- 8. Communications Receivers are active and they need the right information to be sent. Junk mail or Snail mail ( images) or SPAM is a problem. Email marketing Chat rooms 60 secs vs 6 mins.
- 9. Consistency Matching physical and virtual world. To create a brand identity and brand reassurance
- 10. Creative content Updating contents that can help SEM/ SEO Creating Site stickiness FAQs to support the customer
- 11. Customisation Mass customisation – in terms of communication. Relevant customisation – when it comes to product
- 12. Coordination Real time dissemination of information require coordination from all the departments
- 13. Control Test events and marketing is possible with the measurement/ responses given by customer. Web analytics help the organisation to monitor the activity of the customer.
- 14. Marketing Environment Micro and Macroenvironment factors Micro level: Suppliers – here it’s the information exchange platform to connect with suppliers Distributors – No intermediation or reintermediation at low cost Stakeholders – mail exchanges to communicate with all levels Competitors – National and global
- 15. Macro environment Societal Technological Economical Political
- 19. “The scale and pace of change is still accelerating, and the nature of the Internet—who uses it, how, and for what— is changing rapidly too. Developing G-20 countries already have 800 million Internet users, more than all the developed G-20 countries combined. Social networks reach about 80 percent of users in developed and developing economies alike. Mobile devices—smartphones and tablets—will account for four out of five broadband connections by 2016.”