ECOM

E-COMMERCE AND INTERNET MARKETING

LESSON 1: ELECTRONIC COMMERCE • Power of buyers

Electronic Commerce The Building Blocks of Marketing Strategy

- Commonly written as “E-commerce” is the • The following building block techniques will
trading in products or services using computer help you structure a marketing strategy- both
networks. Such as the Internet. online and offline that addresses your core
business challenges.
Dr. Philip Kotler
4 P’s of Marketing
• father of marketing
• Product
MARKETING
• Price
• The sciences and art of exploring, creating, and • Place
delivering value to satisfy the needs of a target • Promotion
market at a profit. (Kotler, 2012)
SWOT ANALYSIS
DIGITAL MARKETING
• STRENGTHS
• Drives the creation of demand using the power 1. Controllable
of the Internet, and satisfies this demand in 2. Internal Positive
new and innovative ways. • WEAKNESSES
1. Controllable
STRATEGY
2. Internal Negative
• A strategy indicates the most advantageous • OPPORTUNITIES
direction for an organization to take over a 1. Uncontrollable
defined period of time. 2. External Positive
• THREATHS
What is an effective Marketing Strategy? 1. Uncontrollable
• An effective strategy involves making a series of 2. External Negative
well-informed decisions about how the brand,
product or service should be promoted.

To make these decisions, means conducting a

situational analysis that looks at four (4) pillars:

• The Environment
• The Business
• The Customers
• The Competitions

DIGITAL MARKETING STRATEGY

• Builds on and adapts the principles of

traditional marketing using the opportunities
and challenges offered by the digital medium.

PORTER’S FIVE FORCES ANALYSIS

• Rivalry among existing competitors

• Threat of new entrants in a market
• Threat of new substitute products
• Power of supplier
 ECOM
E-COMMERCE AND INTERNET MARKETING

STEP-BY-STEP IN DEVISING A CONTENT MARKETING

STRATEGY AND PLAN
LESSON 2: CONTENT MARKETING
1. Establish Goals
It is a marketing technique of creating and distributing 2. Define Audience
relevant and valuable content to attract, acquire, and 3. Research Competitors
engage a clearly defined and understated target 4. Complete Topic and Keyword Research
audience. 5. Review Existing Content
The Benefits of Content Marketing 6. Devise Strategy
7. Plan Resources
• Builds awareness for the brand 8. Plan Content Productuin Schedule
• Create preference for the brand 9. Create, Publish, and Promote
• Reach more buyers and customers at lower cost 10. Monitor and Refine

CHARACTERISTICS OF PERFECT CONTENT MARKETING

1. Translating your Brand Essence
1. Full panel
- The brand essence is a sentence or phrase which 2. Intent-based
sums up the unique attributes of a brand and the basis 3. Ascension- focused
for its emotional connection with customers. 4. Segmented
5. Cross-channel
2. Market Research and Consumer Persona
6. Avatar-based
- four common types of market research techniques
include surveys, interviews, focus groups and customer
observation.
-a persona is a profile that a writer creates to embody
the characteristics of the target audience for whim he
or she is writing.
- take information gathered and create it into a
customer persona

• Persona’s personal life

• Persona’s motivation, goal, frustration,
technology used and preferred brand
• Persona’s personality

3. Creating Content Pillars

- content pillars are themes
- ex. Coca-Cola has themes of bringing joy

4. Matching Content Formats to Objectives

-the role of the content marketer is to select the right
medium based on overall objectives, production
capabilities and the needs of the audience.

5. The Content Audit

- involves an audit of all the existing content supplied by
the brand

CONTENT CREATION
- is the process of identifying a new topic you want to
write about, describing which form you want the
content to take
 ECOM
E-COMMERCE AND INTERNET MARKETING

LESSON 3: USER’S INTERFACE DESIGN

Topics

1. User Interface Design Principles

2. User Interaction
3. Information Presentation
4. User support

USER INTERFACE (UI)

- describes how users interact with a computer system,
and consists of all the hardware, software, screens,
menus, functions, outputs, and features that affect two-
way communications between the user and the
computer.

GUI CHARACTERISTICS (GRAPHICAL UI)

1. Windows

• Multiple windows allow different information to

be displayed simultaneously on the user’s
screen.

2. Icon

• Different types of information. On some

systems, icon represents files, other icons, or Interaction Styles Introduction
process.
Interaction styles are primarily different ways in which
3. Menus a user and computer system can communicate between
• Commands are selected from a menu rather each other.
than typed in a command language. 1. Direct Manipulation
4. Pointing • Uses directly interact with the UI objects
• A pointing device such as a mouse is used for • Continuous input devices such as mouse, pen
selecting choices from a menu or indicating • Exist in application areas such as CAD, word
items of interest in a window. processing, video games

5. Graphics 2. Command Language Interfaces

• Graphical elements can be mixed with text on • Directly instructing the system using key
the same display. commands or abbreviations
• Provide access to the system functionality

3. Menu Selection

• Menu items or icons for the user to choose

from
• Offers cues for user recognition
• To be effective and self-explanatory
 ECOM
E-COMMERCE AND INTERNET MARKETING

4. Form Fill-in its objective to provide the maximum customer

satisfaction?
• Applicable when a lot of information has to be
gathered from the user Importance of UI/UX design

5. Direct Language / Anthropomorphic Interfaces The UI and UX Design help to win the consumers'
confidence and make them use your application or
• Interface that recognize gestures, facial exp, website providing them what they are looking for. The
speeech number of consumers you are getting on your
• Understanding of human communication website/application can measure the success of the
great UI and UX.

LESSON 4: WEB DEVELOPMENT AND DESIGN Key components of UI/UX design

Website development • Information Architecture

• Interaction Design
• Is the process of designing, developing, and • Usability
maintaining a website? • Wireframing
• Visual Design
Website design
Reasons why you need a Good Design for your app
• Designs the user interface of the website.
• Work with web developers to incorporate web • It enhances customer satisfaction hence improved ROI
design into the web development process. • Helps you understand your audience
• Builds your brand
Importance of Website Design &Development
• Saves time and money
• Makes navigation easy
Mobile Web App vs. Native App vs. Hybrid App
• Content and Visual Elements
• Consistency is maintained The mobile web app route is faster and cheaper than
• Get to win with SEO the native mobile app route, especially when the
• Increase in sales objective is to support a wide range of devices.
• Attracts Lifetime Clients to Your Business Conversely, there may be capabilities native to the
• Sets the impression for customer service mobile device (such as the movement sensor and so on)
• Improves Your Business that are essential to your app but that are only
• Extend Your Reach accessible via a native app.

How Website Design and Development Contributes to 10 Principles of Good Web Design
the Profitability of Businesses
1. Don't Make Users Think
1. Saving on costs - When you’re creating a site, your job is to get rid of
2. Allowing Advertisements on Website the question marks — the decisions users need to make
3. E-commerce consciously, considering pros, cons and alternatives.
2. Don't Squander Users' Patience
What is UI design?
- offer your visitors some service or tool, try to keep
• Is the process of improving the presentation your user requirements minimal.
and the interactivity of the web or mobile 3. Manage To Focus Users' Attention
application? Obviously, images are more eye-catching than the text
— just as the sentences marked as bold are more
What is UX design? attractive than plain text.
• Is the procedure of improving the overall 4. Strive for Feature Exposure
experience of the users when they interact with -such guidelines are extremely effective as they lead the
the application or website in order to achieve visitors through the site content in a very simple and
 ECOM
E-COMMERCE AND INTERNET MARKETING

user-friendly way. 10. Test Early, Test Often

5. Make Use Of Effective Writing This so-called TETO-principle should be applied
- Promotional writing won’t be read. Long text blocks to every web design project as usability tests
without images and keywords marked often provide crucial insights into significant
in bold or italics will be skipped. Exaggerated language problems and issues related to a given layout.
will be ignored.
6. Strive For Simplicity
- The “keep it simple”-principle (KIS) should be the
primary goal of site design. Strive for simplicity instead
of complexity.
7. Don't Be Afraid of The White Space
- Not only does it help to reduce the cognitive load for
the visitors, but it makes it possible to perceive the
information presented on the screen.
8. Communicate Effectively With a "Visible Language"

• Organize: provide the user with a clear and

consistent conceptual structure. Consistency,
screen layout, relationships and navigability are
important concepts of organization.
• Economize: do the most with the least amount
of cues and visual elements.
1. Simplicity includes only the elements that
are most important for communication.
2. Clarity: all components should be
designed so their meaning is not
ambiguous.
3. Distinctiveness: the important properties
of the necessary elements should be
distinguishable.
4. Emphasis: the most important elements
should be easily perceived.
• Communicate: match the presentation to the
capabilities of the user. The user interface must
keep in balance legibility, readability,
typography, symbolism, multiple views, and
color or texture in order to communicate
successfully.

9. Conventions Are Our Friends

- Conventional design of site elements does not result in
a boring web site. In fact, conventions are very useful as
they reduce the learning curve, the need to figure out
how things work.

Steve Krug

• Suggests that it’s better to innovate only when

you know you really have a better idea, but take
advantages of conventions when you don’t.
 ECOM
E-COMMERCE AND INTERNET MARKETING

LESSON 5: SEARCH ENGINE MARKETING

SEARCH MARKETING Search Engine Optimization (SEO)
often used to refer to the industry that has built up The practice of optimizing a website to achieve
around search engines. preferred ranking on the search engine result pages
SEARCH ENGINES (SERPS).
Web-based programs that index the web and allow
SEO can be split into two distinct camps:
people to find what they are looking for.
GOOGLE (92.26%) - top search engines as of 2021 (1) white hat SEO (Heroes)
• work within search engines' terms of service to
TWO KINDS OF SEARCH RESULTS (natural search
improve a site's search engine results page
results)
(SERP) rankings
1. Organic Search Results
(2) black hat SEO (Villains)
- are the primary product of a search engine. They are
• Tactics that may get a site higher SERP rankings,
not influenced by financial payment.
but are unethical and violate search engine
2. Paid Search Results (Pay-Per-Click or PPC)
guidelines.
-involves the displaying of sponsored results alongside
the organic results. Search Engine Optimizer
“Search engines attract and keep users through organic • Someone who practices SEO professionally.
search, but they make most of their money from paid
search” Keywords or Key Phrases
- Are what a user enters into a search engine query to
How a three-way relationship works? (Search engines, fin web sites.
webmasters, and users) - Both SEO and PPC advertising involve selecting the
keyword that are relevant to a company’s web site and
• Users want to find what they are looking for on
are used by potential customers.
the internet
- SEO aims to have website rank in the natural results
• Search engines want to make money from
for its target keywords
selling advertisements
- In PPC advertising, the advertiser bids on desired
• Website owners, webmaster and online
keywords to achieve rankings in the paid results.
marketers want search engines to send traffic
to their site FIVE MAIN AREAS OF SEO
1. A search engine friendly web site structure
Search engines have Four Main Functions:
2. A well research list of key phrases
1. They crawl the web (via spiders) 3. Content optimized to target those key phrase
2. They index the web documents and pages they find 4. Link popularity
3. Search engines process user queries 5. Emerging trends
4. Finally, they return ranked results from the index
1. Search Engine Friendly Web Site Structure
Search Engine Marketing (SEM) has two arms:
Search engines encounter two kinds of obstacles:
• SEO (Search Engine Optimization) aims at • Technical challenges that prevent the search engine
improving a web site’s ranking in the natural spider from accessing content
search results • A competitive marketing environment where
• PPC advertising involves bidding for placement everyone wants to rank highly
in the paid search section of the SERP (Search 2. Well Researched Key Phrases
Engine Result Pages)
• Both SEO and PPC advertising are based around • Search engines have built a sophisticated
the same fundamental concept: keyword understanding of semantics and the way we use
language. So, if a user searches for "car rental the
search engine will look for pages that are relevant to
 ECOM
E-COMMERCE AND INTERNET MARKETING

"car rental as well as possibly "car hire", "vehicle hire • Clean URL: use a clear URL as it appears in the URL of
and so forth. Search engines have also built-up the page.
knowledge around common misspellings and synonyms
and common related searches, to try to return the best
results for user • Meta description: use it at least once in the meta
description of the page.
There are four things to consider when choosing a
• Meta tags: use the keywords in the meta tags to
keyword:
provide context to the search engines.
Search Volume • Domain name: if possible, use the key phrase in your
domain name, although favor usability or memorable
• How many searchers are using that phrase to find
domain names
what they want? There is an estimated monthly search
volume of over 2 million for the keyword "hotel", but an
estimated 385 searches per month for a keyword like
"Cebu Waterfront hotel

Competition
• How many other web sites out there are targeting
that same phrase? For example, Google finds over 5.5
Billion results for "hotel" but only 1.36M for Cebu
Waterfront Hotel
4. Link Popularity
Propensity to convert
• Links are a vital part of how the internet works. The
• What is the likelihood that the searcher using that key
purpose of a link is to allow a user to go from one web
phrase is going to convert on your site?
page to another.
• If you are selling rooms at a hotel at the Cebu
• Links help send signals of trust.
Waterfront, which of the two terms ("hotel" and "Cebu
Waterfront hotel) do you think will lead to more 5. Emerging trends
conversions?
• Localization
Value per conversion By localizing, the search engines are presenting
• What is the average value per prospect attracted by information in the language and geographic context of
the keyword? Depending on the nature of your web the user.
site, the average value per lead varies.
• Personalization
3. Optimizing content for key phrases
In personalizing search, the search engines are trying to
Once keywords and phrases are selected, we need to align with what they have determined would be more
ensure that the site contains content to target those key appropriate for that specific user.
phrases.
• Explicit personalized search - location, age,
Here are some guidelines where Search Engine will language, and gender.
search for keywords: • Implicit personalized search - users' behavior.

• Title tag: use the key phrase in the title, and as close
to the beginning as possible.
• H1 header tag: are headings on a website page; use
the key phrase in the header tag, and as much as
possible in the other H tags
• Alt tag for an image: use it at least once to describe
an image on the page.
 ECOM
E-COMMERCE AND INTERNET MARKETING

FINALS
LESSON 6: ONLINE ADVERTISING
What is online advertising? Payment Models for Display Advertising
• It is simply advertising on the Internet. 1. CPI or CPM
• It encompasses advertisement on search engine • CPI stands for Cost Per Impression
results pages (PPC advertising), can be placed in • This means the advertiser pays each time the
emails or other ways in which advertisers use advert appears on the publisher’s page.
the Internet. • The most common way of referring to this
Display advertising model is CPM or Cost per Thousand
a form of advertising that conveys a commercial impressions.
message visually using text, logos, animations, videos, • This is how a campaign is normally priced when
photographs, or other graphics. brand awareness or exposure is the primary
Types of Display Advertising goal.
1. Interstitial Banners 2. CPC
• Banners that are shown between pages on a • CPC stands for Cost Per Click.
web site. • This means that the advertiser only pays when
• As you click from one page to another, you are their advert is clicked on by an interested party.
shown this advertisement before the next page • CPC advertising is normally associated with paid
is shown. search marketing, also called Pay Per Click (PPC)
• Most of the time, you can close the advertising.
advertisement. • Ads can be priced this way when the aim is to
• Biglang lumalabas like games tapos need mo drive traffic.
antayin para pwede mo ma X 3. CPA (Cost per Acquisition)
2. Pop-up Ads • This model means the advertiser only pays
• They in open a new, smaller window, and will when an advert delivers an acquisition (user
see a pop-up straight away. filling in a form, downloading a file or
• These were very prominent in the early days of buying a product.)
online advertising, but audience annoyance • CPA is the best way for an advertiser to pay
means that there are now “pop-up blockers” because they only pay when the advertising has
built into most good web browsers. met its goal.
3. Map Advertisement • For this reason, it is also the worst type for the
This is advertising placed within the online mapping publisher as they are only rewarded if the
solutions available, such as Google Maps. advertising is successful.
4. Floating Advertisement (Shoshkeles) 4. Flat Rate
• This advert appears in a layer over the content • Fixed cost per month regardless of the amount
but is not in a separate window. of traffic or impressions.
• Floating adverts are created with a DHTML or • This would appeal to an advertiser who may be
Flash, and float in a layer above a site’s content testing an online campaign that targets niche
for a few seconds. markets.
5. Wallpaper Advertisement (homepage takeovers) 5. Cost per Engagement
• This advert changes the background of the • “Engagement” is generally defined as a user-
Web page being viewed. initiated rollover, or mouse over, action that
6. Banner Advertisement results in a sustained advert expansion.
• Placing a designed ad on another website. • Once expanded, an advert may contain a video,
• The ad is a banner shape, a long rectangle, game, or other rich content.
either horizontal or vertical.
• Banner ads are usually at the top or bottom of a
website or vertically along the side of a website,
next to the main content.
 ECOM
E-COMMERCE AND INTERNET MARKETING

LESSON 7: AFFLIATE MARKETING • An affiliate would be awarded commission for

every click through to the merchant web site.
Affiliate Marketing
• It is an advertising model in which a company The Lifeline of Affiliate Marketing (Tracking)
compensates third-party publishers to generate Affiliates send traffic to merchants through links or
traffic or leads to the company’s products and URLs, and the tracking software allows each affiliate to
services. have a unique identifier in the URL. These links set a
• Also referred to as performance marketing. cookie on the customer’s computer, which allows the
Affiliate software to track the sale.
• The third-party publishers with commission fee What is a cookie?
that incentivizes them to find ways to promote • Text files with small pieces of data that are used
the company. to identify your computer as you use a
• Redirect visitors who click on one of these links computer network.
or ads to the e-commerce site. • Cookies are created when you use your browser
to visit a website that uses cookies to keep track
of your movements within the site.
• Help you resume where you left off, remember
your registered login, theme selection,
preferences, and other customization functions.
Do cookies expire?
• YES, they expired, and the domain owner gets
to determine for how long a cookie should last,
and this is called the cookie period.
Type of Actions and Commission
• Cookies are not just used for affiliate marketing.
CPA (Cost per Action)
They are also used to store information so that
• The amount paid when a certain action is
a web site “remembers” who you are next time
performed by a user.
you visit it.
• The action could be anything from downloading
a white paper or software to signing up to a
• There are merchants who offer what is
newsletter.
called an affiliate lock-in. Here, the first
CPL (Cost per Lead)
affiliate to refer the customer earns commission
• Fixed commission for a lead (i.e. a potential
on the lifetime of the customer: every purchase
sale)
that the customer makes will earn the affiliate
• Merchants who offer CPL commissions are
commission.
usually those who need to convert a lead into a
sale offline. This means they will generally need
How can the software track the actions?
to complete the transaction.
• When the customer completes the required
Revenue Share (also CPS or Cost per Sale)
action on the merchant’s web site, the
• An agreed percentage of the purchase amount
cookie will allow the tracking software to collect
is awarded.
the information needed to award the
• Revenue sharing is the ideal commission
commission.
structure as both the merchant and the
• For example, if a customer were to use an
affiliate are rewarded for performance – the
affiliate link to purchase a gift from a merchant
more sales, the more revenue generated for the
(using the same URL as before as an example),
merchant and the more commission for the
the following information would be collected:
affiliate.
• Referring URL and affiliate
CPC (Cost Per Click)
• Total sale amount for commission
• The affiliate marketing mix, and the merchant
• Date and time of sale
pays a fixed amount for each click through to
• Unique order number of sale
their web site.
 ECOM
E-COMMERCE AND INTERNET MARKETING

and when things go wrong… Top Sites for Social Media Marketing
Multiple referrals, one sale – who gets the bounty?
1. Facebook
• It has become standard practice that the
most recent referral is awarded the Still the king. It’s the most used social media network in
commission, though there are some merchants the world.
who also offer compensation to other affiliates
involved in sale process. 2. Instagram
Cookies getting a bad reputation Instagram has 1 billion monthly active users, with a
• Consumers sometimes get anxious when greater share of them using the IG Stories feature in
they hear things like “tracking” and 2021. Their demographics swing a little bit towards
“collecting information”, and so they delete younger women, ages 18 to 24.
cookies from their computer.
5 reasons to start an affiliating program 3. Twitter
1. Save on start Promoting your products or influencing the narrative on
2. Grow brand awareness quickly an issue hence, making your policy stance known, is
3. Access to foreign markets important to your communications strategy -- this is the
4. Large base of the affiliates platform for you.
5. Acquire a new skill
Product Feed 4. TikTok
• A way of providing information about the
This app blew up during the pandemic and has 1 billion
products on a merchant’s web site in a way that
active users. Creators have used the platform to break
breaks up the information easily and is
down complex social and political issues and take part
standardized. A product feed will probably
in viral challenges. Here, teens and influencers rule.
contain the following information for each
product. 5. LinkedIn
• Product name
If you’re looking to make connections with other similar
• Product URL
organizations or industry, this is the place to send a DM.
• Product picture
• Product price Other social media channels:
• Description
YouTube, Snapchat, Pinterest
• Shipping price
• Stock status: in stock / out of stock

LESSON 8: SOCIAL MEDIA MARKETING

Social Media Marketing Strategy
What country has been called the social media capital of
the world? 1. GO LIVE

Philippines Businesses use live video for information dissemination,

collaborations, webinars, and conversations about
◎ Filipinos spend an average of 4 hours and 15 products.
minutes each day on social media, topping the
global usage rankings for the 6th straight year. 2. OFFER A MESSAGE

◎ The Philippines is also again the highest in A business should position their social media channels
internet usage, clocking in close to 11 hours per to support a social, political, or environmental cause.
day at 10 hours and 56 minutes. Brand monitoring and reputation management play an
increasingly important role in any business.
81,530,000 - Number of social media users in the
Philippines as of 2021 3. MAKE VALUABLE CONTENT
 ECOM
E-COMMERCE AND INTERNET MARKETING

Marketing teams focused on valuable, scalable content 4. The mobile phone has a built-in payment
that can be recorded and created at home as a social system.
media marketing strategy. 5. The mobile phone is available at the point of
creative inspiration.
4. CREATE BITE-SIZED CONTENT
6. The mobile phone can provide accurate
Exploring bite-sized content as a social media marketing audience measurements.
strategy is a great way to seek new virality in your 7. The mobile phone captures the social context of
content. You have only a few seconds to grab your media consumption
audience’s attention.
ADVANTAGES:
From dance videos to fast-paced Q&A’s and infographic • Cost effective
design for social channel, bite-sized social media
• Reach many audience in cheaper price
content is here to stay.
• Real-time access to potential customer
5. USE SOCIAL MEDIA AS SHOPPING CHANNEL • Easy to set up and monitor
DISADVANTAGES:
Many businesses have transitioned all their services
• Data privacy concern
online.
• Identity theft
Facebook and Instagram already have shopping • Limited data/internet
capabilities directly to their apps. • Little room for error
• Possible increased in data cost for the user
3 core marketing areas of social media

1. connection Mobile Marketing Channels

1. Display Marketing
2. interaction
It involves the digital banners, which have resemblance
3. customer data to the traditional banners/poster for branding and
awareness campaigns. Banners of various sizes are
displayed on the popular mobile apps, web portals with
LESSON 9: MOBILE MARKETING high number of visitors or the domain relevant
websites. Parang ads sa fb
Mobile Marketing 2. Video Marketing
The Mobile Marketing Association (MMA) defines The popularity of mobile-based video platforms is
mobile marketing as “a set of practices that enables increasing day by day. YouTube has more than 2 billion
organizations to communicate and engage with their active users. YouTube Premium and Music together
audience in an interactive and relevant manner through have more than 50 million subscribers in the world.
any mobile device or network” (Mobile Marketing More than ¼ of the world's population use YouTube
Association, 2013). Reaching target audience through every month. Around half of the internet users around
smartphones, email the world has access to YouTube.
Mobile Devices: *Source: statista.com
Mobile devices span beyond just mobile phones. While 3. Games-based Marketing
it focus on mobile phones in this chapter, since those There are about 2.2 billion mobile gamers in the world.
are the most prevalent, it’s important to acknowledge This makes up about 28% of the world population.
that mobile devices include tablets, laptop, smart In-game advertising considers embedding of products
watches, e-readers, and handheld gaming consoles. and corporate brands within computer or video games.

7 Unique Features of Mobile There are two types of in-game advertising:

1. The mobile phone is personal. • Static ads are fixed in the game and cannot be
2. The mobile phone is always carried. lately removed.
3. The mobile phone is always on. • Dynamic ads are replaceable and they can be
used to express up-to-date information.
 ECOM
E-COMMERCE AND INTERNET MARKETING

• Extremely cost effective due to a low cost per

4. Social Media contact
- With the growing user base and high level of • Wide reach
engagement, social media has emerged as a prominent • Customizable on a mass scale
• Completely measurable
tool of marketing.
- Facebook has highest number of users, and YouTube Email marketing is a tool for building relationships
comes second with bothexisting and potential customers.
5. Content (Vlog/Blog)
TWO TYPES OF COMMERCIAL EMAILS:
This type of marketing uses viral marketing methods in
which an interest group is built based on a vlog/blog. Promotional emails - these are more direct and are
6. Search Marketing geared at enticing the user to take an immediate action.
Mobile phone is always on and is very handy to the
customers. They can always pull out the mobile phone Retention based emails - also referred to as
and search for the information which might excite newsletters, these may include promotional
messages but should be focused on providing
them. Users can enter query on the search tab.
information of value to the user, geared at building
7. In-app Advertisements
a long-term relationship with the user. Or building
With the growing types and number of apps, marketers
relationship to stay them loyal
have a new channel for mobile marketing campaigns.
Apps for social media, ecommerce, news and games, 9 STEPS TO EXECUTING AN EMAIL CAMPAIGN:
etc., have opportunity for the banners, sponsored
content and interactive forms/survey and animations. 1. STRATEGIC PLANNING
In line with the goals of your web site, with email
marketing being used as a tool to help you achieve those
8. Short Messages Services (SMS) Marketing
goals.
SMS services became dominant with the growth of
mobile communication in the initial years. 2. DEFINE LIST
Marketers as well as customers consider SMS as easy, Database list down the subscribers who have agreed to
cost-effective and very much result oriented. allow a company to send them emails with marketing
These messages are not dependent on the internet and messages, is the most asset of an email campaign.
hence suitable for the customers of feature phones as
3. CREATIVE EXECUTION
well.
Emails can be created and viewed as HTML or as text
9. E-mail Marketing emails.
Smartphones are the primary device for checking
personal e-mails and all the e-mail service providers Text emails (the plain ones)
have their mobile apps.
- Text only, as the name suggests. If you have a Windows
Modern day marketers need to rethink their e-mail computer, and you open notepad and type there, you will
marketing strategy to account for where, when, and be creating a text file. These emails are smaller, and
how the target audience is engaging with the e-mail plainer. As these are text only, the copy really counts here.
marketing campaigns sent by them.

HTML emails (emails with all the bells and whistles)

LESSON 10: EMAIL MARKETING
- These emails can contain images, different fonts, and
Email Marketing hyperlinks. It’s probably what you’ve had in mind
throughout this chapter when we have referred to email.
• A form of direct marketing which utilizes
electronicmeans to deliver commercial 4. INTEGRATE CAMPAIGN WITH OTHER CHANNELS
messages to an audience. It is one of the There should never be a disparity between the content,
oldest and yet still one of the most tone or design of an email when compared to the rest of a
powerful of all eMarketing tactics. company’s offerings. In-store promotions can be
reinforced and promoted to an email database, or web site
The power comes from the fact that it is:
information can be summarized for email.
 ECOM
E-COMMERCE AND INTERNET MARKETING

5.PERSONALISE THE MESSAGE

Customization starts at using the recipient’s name and
sending either HTML or text emails based on preference,
to sophisticated measurement of a recipient’s preferences
and tailoring content to suit them.
Segmenting a database can allow for customization across
demographics or purchase history

6. DEPLOYMENT
Emails should be delivered at consistent times, but the
best time for best results should be tested.

7. INTERACTION HANDLING
Automated emails such as order confirmations and even
out of office replies are all opportunities to engage with
customers. If a company has a particular tone or content
style, this can be reinforced in these interactions.
These emails can also be an opportunity to cross-
Advertise other promotions that a company is offering. (IF
AND ONLY PROPERLY HANDLED!)

8.GENERATE REPORTS
Email tracking systems produce statistics in a user- friendly
manner.
Key measurables for understanding of the performance of
email campaigns.
1. Numbers of emails delivered
2.Number of bounces
3.Unsubscribes

4.Pass on rate
5.Click-through rates and conversion.

9. ANALYSE RESULTS
Once the reports have been generated, it is time to work
out what the numbers are revealing, and to use this
information to improve the next email sent out.