E-Marketing ย่อมาจากคำว่า Electronic Marketing หรือเรียกว่า “การตลาดอิเล็กทรอนิกส์” หมายถึงการดำเนินกิจกรรมทางการตลาดโดยใช้เครื่องมืออิเล็กทรอนิกส์ต่างๆ ที่ทันสมัยและสะดวกต่อการใช้งาน เข้ามาเป็นสื่อกลาง ไม่ว่าจะเป็น คอมพิวเตอร์ โทรศัพท์ หรือพีดีเอ ที่ถูกเชื่อมโยงเข้าด้วยกันด้วยอินเทอร์เน็ต มาผสมผสานกับวิธีการทางการตลาด การดำเนินกิจกรรมทางการตลาด อย่างลงตัวกับลูกค้าหรือกลุ่มเป้าหมาย เพื่อบรรลุจุดมุ่งหมายขององค์กรอย่างแท้จริง

 วัตถุประสงค์ของโครงสร้างการทำ  E-marketing Plan เพื่อ

  1. Cost reduction and value chain efficiencies
  2. Revenue generation
  3. Channel partnership.
  4. Communications and branding

 E-marketing planning

  1. การวางแผนเพื่อให้บรรลุวัตถุประสงค์ทางการตลาดของกลยุทธ์การทำe – business
  2. the SOSTAC™ framework developed by Paul Smith (1999) ซี่งสามารถสรุปขั้นตอนที่เกี่ยวข้องได้ 6 ขั้นตอนด้วยกัน คือ
  3. Situation – where are we now?
  4.  Objectives – where do we want to be?
  5.  Strategy – how do we get there?
  6.  Tactics – how exactly do we get there?
  7.  Action – what is our plan?
  8.  Control – did we get there?

 ข้อดีของ E-Marketing เมื่อเทียบกับสื่ออื่น

  1. เข้าถึงกลุ่มลูกค้าเป้าหมายมากกว่า 800 ล้านคน 225 ประเทศ 104 ภาษา
  2. สามารถวัดผลได้แม่นยำกว่าสื่ออื่น
  3. ราคาลงโฆษณาถูกกว่าเมื่อเทียบกับสื่ออื่น
  1. จำนวนผู้ใช้สื่อนี้เพิ่มขึ้นเรื่อยๆ
  2. คุณภาพของผู้ใช้มีมากกว่าสื่ออื่น

เปรียบเทียบกันระหว่าง 2 โมเดล

Click & Mortar

ข้อดี

  1. มีความเชี่ยวชาญ
  2. มีลูกค้าอยู่แล้ว
  3. น่าเชื่อถือ
  4. รองรับลูกค้าได้ online และ Offline

ข้อเสีย

  1. ต้นทุนสูง ใช้คนมาก
  2. ใช้เวลาในการจัดทำ
  3. การทำงานต้องยึดติดกับบริษัท

Click & Click

ข้อดี

  1. ต้นทุนต่ำ ใช้คนน้อย (คนเดียวก็ทำได้)
  2. เริ่มต้นได้ง่าย
  3. เปิดกว้างมากกว่า
  4. ไม่ต้องมีความชำนาญมาก ก็เริ่มทำได้

ข้อเสีย

  1. ขาดความชำนาญ
  2. สร้างฐานลูกค้าใหม่
  3. รองรับลูกค้า Online ได้อย่างเดียว
  4. ความน่าเชื่อถือน้อย

การเริ่มต้นการตลาดออนไลน์

  1. กำหนดเป้าหมาย
  2. ศึกษาคู่แข่ง
  3. สร้างพันธมิตร
  4. ติดตั้งอุปกรณ์ที่จำเป็น
  5. ดูแลและปรับปรุงเว็บไซต์

6 Cs กับความสำเร็จของการทำเว็บ

  1. C ontent       (ข้อมูล)
  2. C ommunity (ชุมชน,สังคม)
  3. C ommerce (การค้าขาย)
  4. C ustomization (การปรับให้เหมาะสม)
  5. C ommunication, Channel (การสื่อสารและช่องทาง)
  6. C onvenience (ความสะดวกสบาย)

Comment

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