This chapter discusses the past, present, and future of e-marketing. It distinguishes between e-business, e-commerce, and e-marketing. E-business optimizes a company's activities using digital technology, while e-commerce focuses on online transactions. E-marketing applies information technology to traditional marketing. The chapter also identifies trends that may shape the future of e-marketing, such as increasing transparency and the development of the semantic web.
3. 3
• If ‘transparency 1.0’ was all about the
excitement at being able to see exactly what
other (real!) people thought about products or
services; ‘transparency 2.0’ saw this become
just a default element of decision-making; now
‘transparency 3.0’ will be about making almost
all aspects of the transaction and experience
transparent: manufacturing, pricing, reviews,
popularity, and even personal relevance.
trend
• February 2012 saw KLM roll out its Meet & Seat
initiative. The optional service allows
passengers to link their booking to their
Facebook or LinkedIn profile and select a seat
next to the individuals they find most
interesting
impact
19. 19
Property Marketing Implications
Bits, not Atoms
Information, products, and communication in
digital form can be stored, sent, and received
nearly instantaneously. Text, audio, video,
graphics, and photos can all be digitized, but
digital products cannot be touched, tasted, or
smelled.
Mediating
Technology
Peer-to-peer relationships, such as auctions,
social networks, and business partnerships,
can be formed regardless of geographic
location. Technology allows timely
communication and data sharing, as with
businesses in a supply chain.
20. 20
Property Marketing Implications
Global Reach Opens new markets and allows for
worldwide partnerships, employee
collaboration, and salesperson
telecommuting.
Network
Externality
Businesses can reach more of their markets
with automated communication, and
consumers can disseminate brand opinions
worldwide in an instant.
21. 21
Property Marketing Implications
Time
Moderator
Consumers hold higher expectations about
communication with companies and faster
work processes within companies.
Information
Equalizer
Companies employ mass customization of
communication, and consumers have more
access to product information and pricing.
Scalable
Capacity
Companies pay for only as much data storage
or server space as needed for profitable
operations and can store huge amounts of
data.
22. 22
Property Marketing Implications
Open Standard Companies can access each other’s databases for
smooth supply chain and customer relationship
management, which connects large and small
firms.
Market
Deconstruction
Many distribution channel functions are
performed by nontraditional firms (e.g.,
Edmunds.com and online travel agents) and new
industries emerged (e.g., ISPs).
Task
Automation
Self-service online lowers costs and makes
automated transactions, payment, and fulfillment
possible.
29. Let’s Get Technical Themes
• Superior content beats out a superior delivery
platform.
• Over time, the inferior delivery platform will catch up
in quality
• Younger users drive these trends in two ways
1. Younger users tend to be more price sensitive
2. Younger users value constant connectivity
29
33. Semantic Web
33
The Semantic Web is a mesh of data that are associated in
such a way that they can easily be processed by machines
instead of human operators. It can be conceived as an
extended version of the existing World Wide Web, and it
represents an effective means of data representation in the
form of a globally linked database.