The current e-marketing situation

• e-marketing in the context of e-business
• New models for e-business
• What are other businesses doing?

Evaluating your current e-marketing

• Your sites current e-marketing
• Understanding your e-customers
• Market research
• Niche markets
• USP (Unique Selling Point)

Objectives

• Increasing sales
• Adding value for customers
• Communicating with customers
• Saving money
• Expanding your business

Good site design

• Building a customer oriented site
• Integrating with your business
• Layout & navigation
• Ease of use
• Download speed
• Accurate, attractive copy
• Frequent updates
  

Accepting credit card payments

• Merchant accounts
• Third party processors
• Complete e-commerce systems

Communication with customers

• CRM (Customer Relationship Management)
• Databases
• Cookies
• Customer profiling
• Incoming email
• Autoresponders

Customer loyalty / retaining visitors

• Making ‘sticky' websites
• Added value
• Building a community
• Incentives
• Opt-in emails
• Newsletters / E-Zines
• Weblogs

Traffic building

• Promotions
• Search engines
• Portals
• Links
• Newsgroups, forums & bulletin boards
• Banners
• Pay-per-click
• Viral Marketing
• Spam
• Offline advertising
• Strategic networking
• Affiliate schemes
  

Using other e-tools

• Interactive digital TV
• Interactive radio
• WAP / WML
• Mobile phones
• Kiosks
• CD-Roms

Budgeting for success

• Development, maintenance & promotion
• Managing your resources

Measuring your success

• Tracking your visitors
• Web statistics
• Attrition, conversion & churn rates
• Automatic statistical analysis
• Feeding back the lessons learnt

Legal aspects

• Data Protection & Privacy
• Cookies
• P3P (Platform for Privacy Preferences)
• Copyright, patents & trademarks
• Email unsubscribe option
• Customs & Excise