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Online %26 offline marketing

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Online vs Offline Marketing

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Online %26 offline marketing

  1. 2. ESAP Electronic Solutions Around the Planet December
  2. 3. COMPANY PROFILE <ul><li>Company founded in the year 1996. </li></ul><ul><li>Global Technology and Innovation company </li></ul><ul><li>Wide range of infrastructure, hosting and consulting services. </li></ul><ul><li>ESAP VISION </li></ul><ul><li>ESAP helps clients around the world become &quot;smarter&quot; as the planet becomes more digitally interconnected. </li></ul><ul><li>Eliminates borders </li></ul>
  3. 4. IDEA GENERATION <ul><li>The Napkin Plan </li></ul><ul><li>Just-do-it </li></ul><ul><li>Activity based </li></ul><ul><li>Bottom up plan </li></ul>
  5. 6. E-MARKETING <ul><li>E-marketing is the process of marketing utilized for a wide range of activities including advertising, customer communications, branding, fidelity programs etc. using the internet. </li></ul>
  6. 7. Comparison between E Marketing & Offline Marketing Elements E Marketing Offline Marketing Market Penetration High – Easy to reach different markets Low-Hard to reach different markets Approach to the customer Just through a ‘Click’ Long progress Product Promotion Cheap and fast Costly & time-consuming Manpower Less people manage Large work force Time 24/7 Certain hour Expenses Low High Return on Investment Very fast Slow Customer Care & Relationship Consistency After sales service Information about the product Acknowledges only few senses High- Acknowledges all 5 senses
  7. 8. BUSINESS CHANNELS <ul><li>Offline Marketing </li></ul><ul><li>Print ads </li></ul><ul><li>Radio spots </li></ul><ul><li>Television commercials </li></ul><ul><li>E Marketing </li></ul><ul><li>In house email list </li></ul><ul><li>Natural Search </li></ul><ul><li>Paid Search </li></ul><ul><li>Blogging </li></ul><ul><li>Social Media </li></ul>
  8. 9. Relative Importance of Online and Offline Differentiation Dimensions MARKET STATISTICS (Source Harper, L.D. (2005) pp. 24-26)
  9. 10. ESAP E-Marketing Plan Legal – Ethical Technology Competition Other Factors Internet Markets ($) SWOT analysis E-Business Strategy ESAP E-Marketing Plan ESAP E-Marketing Strategy ESAP E-Marketing Solutions Performance Metrics E-Marketing Plan – Strategy Formulation and Implementation
  10. 11. ETHICAL CONCERNS <ul><li>Privacy </li></ul><ul><li>Licenses </li></ul><ul><li>Copyright Issues </li></ul><ul><li>Trademarks implemented to domain names </li></ul><ul><li>Domain Parking </li></ul><ul><li>Pop ups/Pop unders </li></ul>
  11. 12. SECURITY <ul><li>Security Concerns </li></ul><ul><li>Overcoming Security Concerns </li></ul><ul><ul><li>Multiple servers located in multiple secure locations, secure networks </li></ul></ul><ul><ul><li>Highly skilled and trained staff </li></ul></ul><ul><ul><li>Advanced encryption methods </li></ul></ul>
  12. 13. ESAP Evolution with E Business History Visibility 1990-1996 1999 2000 2001 2002 2003 2004 2005 2006 Equity Times Debt Times Positive Cash Flow Technology Trigger Peak of Inflated Expectation Trough of Disillusionment Slope of Enlightenment Plateau of Profitability Dot-Com Peak U.S. Recession E-Business Becomes “Just Business” (
  13. 14. ESAP E Marketing Solutions
  14. 15. <ul><li>Web Development </li></ul><ul><li>Web Design </li></ul><ul><li>Search Engine Marketing </li></ul>
  15. 16. SEARCH ENGINE MARKETING (SEM) <ul><li>Search Engine Optimization (SEO) </li></ul><ul><ul><li>CONTENT IS THE KING </li></ul></ul>
  16. 17. <ul><li>Interactive Advertising </li></ul><ul><li>Banner Ads </li></ul><ul><ul><li>Cost Per Click (CPC) </li></ul></ul><ul><ul><li>Cost Per 1000 Impressions (CPM) </li></ul></ul><ul><ul><li>Cost Per Action (CPA) </li></ul></ul><ul><li>Flash Presentations </li></ul>
  17. 18. <ul><li>Paid Placement (Pay Per Click) </li></ul><ul><ul><li>Google Adwords </li></ul></ul><ul><ul><li>Adcenter </li></ul></ul>
  18. 19. <ul><li>Paid Inclusion </li></ul><ul><ul><li>Listing on Search Engine Directory </li></ul></ul>
  19. 20. <ul><li>Contextual Advertising </li></ul><ul><ul><li>Optimum use of advertising budget </li></ul></ul>
  20. 21. Supply Chain Management System <ul><ul><li>Ford Automated supply chain management system-Master mind system - DAD (Direct Automated Delivery) </li></ul></ul><ul><ul><li>Ford Just in time system(JIT) </li></ul></ul>
  21. 22. Advantages of Supply Chain Management systems <ul><li>Forecast Demand </li></ul><ul><li>Control inventory </li></ul><ul><li>Get the right products, to the right place, at the right time. </li></ul><ul><li>Minimum waste </li></ul><ul><li>Enhance relationships with customers, suppliers, distributors, and others </li></ul><ul><li>Receive feedback on the status of every link in the supply chain </li></ul>
  22. 23. Electronic Customer Relationship Management (ECRM) <ul><li>Using IT to integrate internal organisation resources & external marketing strategies </li></ul><ul><li>Provide a single, complete view of every customer at every touch point and across all channels. </li></ul>
  23. 24. <ul><li>Benefits of ECRM </li></ul><ul><ul><li>Identify and target the best customers </li></ul></ul><ul><ul><li>Track when and how a customer contacts the company </li></ul></ul><ul><ul><li>Provide a consistent customer experience </li></ul></ul><ul><ul><li>Provide superior service and support across all customer contact points </li></ul></ul>
  24. 25. Frequent Flyer Programme ( FFP )
  25. 26. Knowledge Management Systems (KMS) <ul><li>Helps knowledge employee create, organise, and make available important knowledge </li></ul><ul><li>Makes this knowledge available wherever and whenever it is needed. </li></ul><ul><li>Knowledge includes: </li></ul><ul><ul><li>Processes, procedures, patents, reference works, formulas, best practices, forecasts, and fixes security </li></ul></ul>
  26. 27. <ul><li>Knowledge Management Systems (KMS) </li></ul>
  27. 28. CHALLENGES <ul><ul><li>Less of trust element </li></ul></ul><ul><ul><li>Government legislation </li></ul></ul><ul><ul><li>Infrastructure elements </li></ul></ul><ul><ul><li>Security concern </li></ul></ul>
  28. 29. PLC of E-Marketing & ESAP Visibility 2010 2030 Future Testing Introducing Period ESAP (Source:James, K. (2004) P:14-15)
  29. 30. <ul><li>Micro Chip Technology </li></ul>Future of E Marketing Introducing ESAP 2030
  30. 31. Current usage of Micro chip Technology Identification purposes-Passport Tracking systems :Eg. Ford Transportation payments Source: Source:
  31. 32. ESAP 2030
  32. 33. How Microchip Technology Works
  35. 36. <ul><li>THANK YOU </li></ul>
  36. 37. References <ul><li>Aoki, K. (2010)  ‘’ Cultural Differences in E-Commerce’’  [Online], Available at:  [Accessed on 17 Nov 2010] </li></ul><ul><li>BBC.(2010)  ‘’ SuperPower: Visualising the internet’’  [Online], Available at:  [Accessed on 13 Nov 2010] </li></ul><ul><li>Dws. (2008)  ‘’Difference Between Online And Offline Marketing’’,  [Online], Available at:  [Accessed on 10 Nov 2010] </li></ul><ul><li>Detty, T. (2010)  ‘’ The History of Email Marketing’’  [Online], Available at:  [Accessed on 17 Nov 2010] </li></ul><ul><li>Ezin. (2010)  ‘’what is EMarketing? A New Discipline is Evolving’’  [Online], Available at:  [Accessed on 20 Nov 2010] </li></ul><ul><li>Ford.(2008)  ‘’ Information Technology GEC Hub’’  [Online], Available at:  [ Accessed on 12 Nov 2010] </li></ul><ul><li>GSQi.(2007)  ‘’ The Top Online Marketing Channels’’  [Online], Available at:  [ Accessed on 12 Nov 2010]  </li></ul><ul><li>Harper, L.D. (2005)  ‘’Digital Property’’  Upper Saddle River, New Jersey: pp. 112-133. </li></ul><ul><li>Harper, L.D. (2005)  ‘’From Strategy to Electronic Strategy’’ : Upper Saddle River, New jersey: pp. 24-26. </li></ul>
  37. 38. <ul><li>Harper, L.D. (2005)  ‘’Differentiations of Online Businesses’’  Upper Saddle River, New jersey: pp. 240-244. </li></ul><ul><li>James, K. (2004) ‘’ Income Distribution and the Information Technology Bubble ’’ University of Texas::pp. 1-15. </li></ul><ul><li>KovalentWirks.(2009)  ‘’ EDI (Electronic Data Interchange)’’ [Online], Available at:  [Accessed on 10 Nov 2010] </li></ul><ul><li>Miniwatts Marketing Group. (2008)  ‘’ INTERNET GROWTH STATISTICS’’  [Online], Available at : [Accessed on 20 Nov 2010] </li></ul><ul><li>Muller, T.(2010)  ‘’ Is Culture The Key To International E-mail Marketing?’’  [Online], Available at:  [Accessed on 11 Nov 2010] </li></ul><ul><li>Rossiter & Co. (2007)  ‘’ Emarketing and Culture Change for Engineering Company’’  [Online], Available at:  [Accessed on 17 Nov 2010]  </li></ul><ul><li>Smith, P.R and Chaffey, D. (2005) ‘’E business’’  e Marketing eXellence.  Oxford: pp. 290-310.  </li></ul><ul><li>Simpson, C. (2010)  ‘’Chris Simpson Articles’’  [Online], Available at:  [Accessed on 10 Nov 2010] </li></ul><ul><li>Taylor, G.D. and Strutton, F. (2010) ‘’ Has E marketing come of age? ‘’ Journal article  published by: University of North Texas, Denton: pp. 1-7. </li></ul><ul><li>Toit, D. F. (2007)  ‘’Differences Between Online and Offline Marketing’’  [Online], Available at:  x [Accessed on 08 Nov 2010] </li></ul><ul><li>Toid, D.F. (2007)  ‘’ Similarities Between Online and Offline Marketing’’  [Online], Available at:  [Accessed on 08 Nov 2010] </li></ul><ul><li>Wilson, M.J. (1994)  ‘’Henry Ford’s  Just-in-time system’’  Journal article published by: Glasgow Business School  UK: pp. 1-17. </li></ul>