Introduction - Objective setting E-marketing

This chapter introduces you to the world of e-marketing; its background and its benefits. It explores the current e-marketing situation, e-marketing definitions as well as examples of good and bad e-marketing.

Chances are, your organisation is already engaged in E-marketing, so in this chapter, and throughout the book, we give you a planning framework and checklists to evaluate and improve your current E-marketing practices or plan new initiatives.

The chapter is structured using a simple aide-mémoire, called SOSTAC®. SOSTAC® is used by thousands of professionals to produce all kinds of plans (marketing plans, corporate plans, advertising plans and e-marketing plans).

In later chapters and in particular, chapter 10 we provide a step-by-step guide to creating an e-marketing plan. In this chapter, we’ll use SOSTAC® to provide a structure for an initial review.

Chapter topics and learning objectives

• 1.1 Introduction Outline the benefits and risks of e-marketing
• 1.2 The wired-up world Outline the characteristics of the new marketspace
• 1.3 B2C, B2B, C2B and C2C Identify different forms of collaboration between marketplace members
• 1.4 E-definitions Describe the difference between e-commerce, e-business and e-marketing
• 1.5 Sloppy e-marketing Avoid basic e-marketing mistakes
• 1.6 Objectives Outline the five basic e-marketing objectives
• 1.7 Objective Sell Define objectives for selling to the customer online
• 1.8 Objective Serve Define objectives for serving the customer online
• 1.9 Objective Speak Define objectives for speaking to the customer online
• 1.10 Objective Save Define objectives for saving online
• 1.11 Objective Sizzle Define objectives for enhancing the brand online
• 1.12 Introduction to e-strategy Outline approaches to achieving e-marketing objectives
• 1.13 Tactics, action and control Outline e-marketing tactics, actions and control

Most recent articles related to Introduction to E-marketing

This page lists my latest articles on recent developments in E-marketing.

• Latest developments related to Introduction to Internet Marketing

Links for Chapter 1 - Introduction to E-marketing

• ClickZ has articles and statistics on a wide range of e-marketing tactics.
• DaveChaffey.com is a portal with articles and links to update you on the latest developments in digital marketing.
• E-consultancy. Detailed insights and events about e-marketing best practice.
• E-marketer. A compilation of research reports showing trends in Internet adoption and usage.
• The Interactive Media in Retail. Trade body for e-retailers reporting on growth and practice within UK and European e-commerce.
• International Telecommunications Union (ITU). Choose Internet indicators. This presents data on Internet and PC penetration in over 200 countries.
• Marketing Sherpa. Case studies and news about e-marketing.
• New Media Age. A UK digital marketing trade weekly. New Media Knowledge (www.nmk.co.uk) Articles and events about new media developments.
• Net Imperative. Updates and reports on the UK new media landscape.
• Revolution magazine. Keep up-to-date on e-marketing best practice for the range of new media with the UK trade monthly for digital marketing.
• UK Netmarketing. The premier e-mail discussion and advice list for insiders in the UK e-marketing industry.