Week 5 Questions

New idea Distribution models

-Affiliation: Affiliation programmes can turn consumers into sales people.

-Disintermediation: This is removing the middleman to deal direct with customers instead of through agents, distributors and wholesalers.

-Reintermediation: this is the emergence of new types of middlemen who are brokers such as Bizrate, who unite buyers with sellers.

-Peer to peer service: Music swapping services such as Napster and Nutella opened up an entirely new approach to music distribution with both supplier and middlemen.

-Infomediation: A related concept where middlemen hold data or information to benefit customers and suppliers.

-Channel confluence: This has occurred where distribution channels state to offer the same deal to the end customer.

10 Promotion Tools that can be used online

1. advertising - Interactive display ads, pay per click search advertising

2. selling - Virtual sales staff and chat and affiliate marketing

3. sales promotion - incentives, rewards, online loyalty schemes

4. PR - online editorial, ezines, newsletters, social networks,.links and virals

5. Sponsorship - sponsoring an online event, site or service

6. direct mail - opt out email using e newsletters and e blats plus web response

7. exhibitions - virtual exhibitions and whitepaper distribution

8. merchandizing - promotional ad seving on retail sites, personalised recommendations and e-alerts

9. packaging - virtual tours, real packaging is displayed online

10. word of mouth - viral, affilate marketing, email a friend, links

Winner of the Grand Prix

Monopoly Street

Client: Hasbro

It used Global advertising to attract attention. They then took their product to the next level partnering with google and making their maps authentic with google maps as to make it a real world experience. Also exhibitions for younger people was used to attract more people in.

Winner of the best Business to Business Campaign

SAGE Taxation Personalised URL

Client: Sage Accounts Division

Things used were Sales promotions, Word of Mouth, Selling and also PR was used very well

Week 4 Questions

1) A decrease in prices is inevitable in an online marketing environment. Do you agree or disagree?

I agree that it is mostly inevitable but it all depends on what market the product is in.

This is due to price transparency, customer knowledge of the product increases which will make them look for the product at the best price. This will in turn cause the products to drop durastically in price as to compete, standardisation becomes a factor here. While this then becomes a good result for the consumer as they now have low prices coming from across many different companies and the ability to pick and chose from whom they choose is becoming bigger than ever, companies feel the pinch as profits diminish as the ability to effectively compete in the market becomes harder.

Price reduction can also be good for the business as they will attract more customers and increase sales with consumers looking for a good quality product at a competitive price. Innovation is now becoming more important than ever as being the market leader is harder to achieve these days. Competition will increase also due to this.

2) Disintermediation will ultimately lead to channel conflict. Discuss.

There are 4 steps involved in a purchase. The first 'place' as it is known as in the process is Place of purchase. This first place involves being categorised as one of 5 sites

-seller controlled sites

-seller orientated sites

-neutral sites

-seller orientated sites

-seller controlled sites

Place 2 has 3 processes in it. A. Distintermediation which is the removal of an intermediary, or middleman, from a transaction or communication. B, Reintermeditation which is the emergence of new types of middlemen who act as brokers, who unite buyers and sellers, and C. Countermediation which is the creation of a new intermediary inside an established company.

Place 3 is Channel Conflicts. This occurs when a significant threat arises from the introduction of an internet channel is that while disintermediation gives the opportunity for a company to sell direct and increase profitability on products, it can also threaten existing distribution arrangements with existing partners.

The channel conflicts may be dependent on:

1. A communication channel only

2. A distribution channel to intermediaries

3. A direct sales channel to customers

4. Any combination of the above

the fourth place is that of virtual organisations

does disintermediation cause channel conflict. The answer is up to the individual but personally I think it contributes. A establsihed company may be looking at expanding into the web but while costs are cut the usual ways of operation may be disturbed and thesefore operations may be pushed inwards and conflict may occur due to this.

3) What are the five elements of promotion and what are some examples of combining online/offline promotion?

Online promotion uses communication via the internet. It may take the form of links from other sites, banner adverts or targeted emails messages. Offline promotion uses traditional media such as tv or newspaper advertising and word of mouth to promote a companys web site

1. Advertising - Interactive display ads, pay per click search advertising

2. Selling - Affiliate marketing and chat and virtual sales staff

3. Sales Promotion- Incentives, rewardsm online loyalty schemes

4. Public Relations- Online editorial, e-zines, newsletters, social networds, links and virals

5. Direct Marketing- exhibitions, word of mouth, virtual tours, sponsoring, events, sites

Week 3 Questions

2) Consider two other products/services of your choice. Write down all the offline/online marketing possibilities you can think of.

Target Australia

Offline

The newspaper, magazines, Business cards, word of mouth, In window sales, BillBoards, TV, radio

Online

loyality programs, main website, email offers

Maxwell / Collins real estate

Offline

billboards, the firms shop window, extensive section of newspapers

Online

other real estates sites, news web sites, the firms main web site

4) What makes a great online product from a marketers point of view? How would you measure success?

A great online product would generate a steady increase in sales. The product would draw customers to look at other products since they are satisfied with the first product.

You can measure this buy the amount of sales on the product, whether its selling or not. If its not, the product should be removed from the website.

Web Analytics could be used in this situation also to monitor the amount of people visitng the website and how long they are on it and if any transactions have been made.

Sourced from Lauren Penhall wednesday 11^th august 2010

http://laurenpenhall.pbworks.com/Week+ONE-+The+Weird+World

4) Preview the pricing of two products and consider some dynamic pricing models.

Looking at group buying discounts, it can be used for clothes and mobile prices when looking at bulk buying.

Group buying is similar to the volume discount concept, it is economically efficient and can be used in the efficient pricing model for these products.

5) What are some of the issues these (pricing) models raise?

The pricing can vary a lot which may cause the models to fail

podcast answers

political campaigns online
examples of how politicans can use the web for their image

Examples of internet use for political campaigns

-you tube - Julia Gillard, K rudd although look where that got him :)

-laying their propaganda via websites, email and discussion pages

This is a link to a website that spells out the fact that president Barrack Obama would not have become President with out the internet!! it says that its effect was just as or even more powerfull than that of television and we all know how the americans love their TV.....

http://techcrunch.com/2008/11/07/the-internet-as-a-force-in-politics-obama-would-not-have-won-without-the-internet/

discussion posts

post 1
Monday, 9 August 2010, 02:40 PM

post 2

Re: 'This is Broken'

Tuesday, 24 August 2010, 02:10 PM

post 3

Re: Google chrome

by Nicholas Steel - Monday, 11 October 2010, 03:48 PM

week 2 questions

5 examples of poor e-marketing.........

1. In an advertisment the images do not line up for example,

a realestate advertisment, has many photos of properties that are for sale and an error on the format of the page will make it not look professional.

2. All different fonts on marketing campaigns!!! does not look good especially capital letters as words

3. The page is not set up to attract the attention of consumers, it is all over the place - navigational issues

4. NOT meeting advertising deadlines- taking too long to send goods to consumer

5. Broken sites, delayed deliveries, impersonal responses, non-responses are amongst the most common problems

The six levels of e-marketing

Level 0: none

Level 1: basic web presence

:making a basic list of sites on a site its self eg. yellow pages

Level 2: simple static information site

:this is basic front line information eg.

https://www.visualcoaching.com/defaultstaging.aspx?ReturnUrl=%2fmembers%2fPrograms.aspx

Level 3: simple interactive site

:basic user friendly page, users are able to search for what ever is desired eg. www.beavsbar.com.au

Level 4: interactive site supporting transactions with users

:site supporting transaction along with various other functions eg. www.turfbar.com.au

Level 5: fully interactive site supporting the whole buying process

giving the complete buying process eg. .www.ebay.com.au

Week 1 Questions

1. Define E-Marketing and E-Business.
E-Business (electronic business) is, in its simplest form, the conduct of business on the Internet. It is a more generic term than eCommerce because it refers to not only buying and selling but also servicing customers and collaborating with business partners.
source: http://www.mariosalexandrou.com/definition/ebusiness.asp

2. What are performance metrics and why are they important?

Performance metrics are measured against detailed targets based on the objectives and strategy.
Performance metrics may be:
-sales
-online revenue contribution
-subscriptions
-enquires
-termination rate

To find these metrics you would normally view web analytics which records them every time a vistor enters your page.It is important to track the metrics so that you can monitor and re develop how your web site runs.

3. what are some of the key legal issues that affect e-marketing?

Privacy- Difficult to legislate and critical because individuals give out provate information via the internet.

when signing up to websites there is an opt out box that must be checked so that the customer doesnt become part of the emailing list.

It is difficult for governments to balance freedom of expression against consumer needs and new technology brings new opportunities for fraud:

this becomes difficult to enforce in the networked world.

copy write
fraud
false advertising

4. How does technology both raise and lower costs for companies?

Using the internet as a way to run a business, the benefits of online B2B commerce are huge. Any transaction can be followed by managing paperwork

and workflow electronically meaning no waiting for the mail to arrive. In that way it is fast and effienct way of doing business.

Businesses have saved money on staff and paperwork.

It is however a costly investment. You have to start up a web page which can cost millions of dollars, e-commerce operations require expensive hardware and software.

5. As a technology, how does the Internet compare with the telephone?

The internet has an online presence which can be transactional, service oriented, brand building, has a portal and can be a socail network. A telephone is simply one simple way of communication that is one on one communication via the phone to another. It does have a part of networking incorporated into it that is, being able to call someone anywhere in the world. Although, the world is a click of a button away.

6. What are some of the marketing implications of internet technologies?

Implications can consist of bad navigation on websites leaving the consumer getting frustrated and may not return to the site. Also, large files that should not be used on websites as it takes too long to download. For example the David Jones website

7. What are the three main markets of e-business, and how do they differ?

B2B Commercial transactions between an organisation and other organisations

B2C Commercial transactions between a purchasing organisation and consumers

C2B Customer is proactive in making an offer to a business

8. In the context of e-marketing, what does "revenge of the consumer" mean?

•The rebellion started with television channel surfing using the remote control.

Consumers did not seem to appreciate that commercials pay for broadcast TV programs.

•At the start of the 21st century, consumers have control via the mouse.

When television, radio, print media, entertainment, and shopping all converge seamlessly on a computer-like device, consumers will truly have information on demand.

•Consumers are more demanding and more sophisticated, and marketers will have to become better at delivering customer value.