Chapter 1: Past, Present, and Future Learning Objectives e-marketing Landscape

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III. E-Marketing Today: Web 2.0
Web 2.0 has moved from human-to-computer interaction to human-to-human interaction. Social media are web pages allowing social networking and are primarily authored by users.

Power Shift from Sellers to Buyers

Marketers are preparing to give up the steering wheel to a new breed of consumers who want more control. Consumers are literally one-click away from competitive pricing and information on every good and service available. This control started with the television remote and the computer mouse.

Consumers trust each other more than companies
Market and media fragmentation
Connections are critical

Inbound Marketing
1. Getting “found” online rather than interrupting family activities
2. Components are content:
  1. Blogs
  2. Video
  3. eBooks
  4. White paper. PDF files
3. Success of Inbound Marketing and Social Media referrals
  1. USA Today received 35% of traffic from social media vs. 6% from Google search
  2. Etsy, an online retailer, received 24% from social media vs. 12% from Google
  3. People magazine received 23% from social media vs. 11% from Google

Customer Engagement

Engagement involves turning on a prospect to a brand idea enhanced by the surrounding context.

Social Media Metrics
1. Voice of the customer
2. Does not measure site engagements
3. Does not track amount of conversation

Other Opportunities and Challenges
1. Internet adoption matures
2. Online retail sales mature
3. Search engines are now reputation engines
4. Content is still king
5. Improved online and offline strategy integration
6. High broadband adoption at home
7. Intellectual capital rules
8. The long tail

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