Presentation to the Chartered Institute of Marketing - November 2005

1. ethical e-marketing Thom Poole

2. ethical e-marketing exploring the ethics of marketing practice in the electronic world Thom Poole – Head of Portal Customer Interaction

8. speed kings E-MEDIA & E-MARKETING interactive personal very fast moving medium 2-way communication

9. e-branding separate e-brand brand extension Tesco.com E-MEDIA & E-MARKETING

10. communications in theory a linear model of communication (based on Schramm (1995) and Shannon & Weaver (1962) – from Fill (1999)) E-MEDIA & E-MARKETING

11. from here i can see for miles and miles … E-MEDIA & E-MARKETING

14. why is SPAM dangerous? ABUSE & CONTROL server capacities NOISE! trojans & viruses

15. what are we going to do now? otherwise … ABUSE & CONTROL legislation/regulation anti-spam software education fines & prison filtering/ white lists e-Mail meltdown

18. we don’t need no education… WRONG! ABUSE & CONTROL invited into white lists reduced fraud customer power!

22. policing ethics WHAT ARE ETHICS? Legislation Religion Education Communication

24. opt-in – hard or soft? THE MARKETING ART OF THE OPT-IN Understanding Mission Control

28. list management relevancy?? frequency action THE MARKETING ART OF THE OPT-IN

29. dos and don’ts THE MARKETING ART OF THE OPT-IN opt-in respect privacy relevancy complaint handling

30. the marketing ‘art’ THE MARKETING ART OF THE OPT-IN creative approach trustworthy partnerships control ownership

32. getting your nose in front … COMPETITIVE ADVANTAGE Profit Trust-focused value chain (adapted from Porter, 1998)

33. … but so is everyone else! COMPETITIVE ADVANTAGE

34. local advantage COMPETITIVE ADVANTAGE local customers workers local competitors

35. work quality COMPETITIVE ADVANTAGE

36. national/regional advantage COMPETITIVE ADVANTAGE educate the market positive PR

37. international advantage COMPETITIVE ADVANTAGE legislative ‘extra mile’ strictest rules positive PR

42. position Lead the Way EXPLOITATION

43. stand & deliver quality & service EXPLOITATION

44. improve EXPLOITATION

45. set the standards EXPLOITATION reactive police proactive

46. summary 7