You can do better!

Nowadays, consumers are enthusing about online comments or review before decision making. In other words, marketing is facing a new challenge of online-word of mouth. The frequently use of social networks, such as blogs, discussion boards or conversations have impact and credibility of company or organisation, especially in educational institutions. Therefore, Coventry University website should provide a space for students or future students to communicate with each other online globally. Coventry University has already used online video to provide students’ study experience in university. However, this method could not be very convinced to future students when they are searching more valuable information about Coventry University, because this video could be pre-recorded by selected students in university development planning. This is why we should set up an online board for students, professionals or university itself. It could be an effective medium to advertise Coventry University. According to studies that consumers are much more likely to be influenced by online word of mouth. For example, one student writes that it is a good experience to study e-marketing in Coventry University. Then this comment is read by other person who is thinking to choose marketing for future study from China. This person believes that this comment is being made in a trustworthiness way of collecting information of Coventry University. And then they may contact each other if they like for exchanging information or opinions in the future. However, online word of mouth sometimes will have negative impact. In order to pre-plan and deal with negative online word of mouth, firstly Coventry University should know what people are saying something about university. Use control method to find out more information about these comments and reviews. Secondly, Coventry University should prepare a solution plan to build credibility in advance. For example, let university’s professional team to create a blog and update it regularly and then post it on to the discussion board on university’s website. Lastly, Coventry University should show the public that they are listening and working hard on it. If there is a positive comment, emphasize it and relate it to Coventry University development. If there is a negative comment, address the issue on website or university blog to offer solutions in order to minimize the criticism. In summary, if Coventry University could conquer disbenefit and be very well managed, the online discussion place will give Coventry University broaden opportunities in their development globally.

The positive thing I want to mention first, is the structure of the whole appearance which used human image and school buildings as well. What is important, human image using we can see four different people, either smiling or joyful. The characters just so concentrate what they are doing right now. Refer to the buildings designers chosen we can see the typical model subject is represented by different buildings. And as we know Coventry University is famous for its auto manufacturing, and from the font page viewers can read about that. However, I feel the button of calendar events can be bigger so that viewers can easily find to click. In another part, we can watch the channel of Coventry University on Youtube. One thing, it performances by a entertaining way so that viewers are able to see a lot of campus life captured by students and school staff via internet, another thing, some video has no relevant to school life, especially the video in front of us in a classic style, but the truth is there is no professional point about how the school built up from my aspect. At the same time, the portal can be bigger as well, for me, it’s not outstanding to find easily. And my advice for front page is: putting flash about school may interested audiences better, but contemporary situation is two parts separated under the eight catalogues, a sense of distracted for viewers.

Further advice: more clearly structure about Events Calendar and CUTV. As I suggested before, we can consider some interesting flash which is related to school events or school life uploading on the front page, more entertaining, more engaging, and more interactive with viewers. In second place, the logo of university not so obvious and memorable. Maybe we can at the end of the flash, revealing school name and logo.

Regarding to the school facilities, I want to say almost perfect except sometimes with IT problems, however, library staff can effectively fix immediately. Refer to academic training, I would love to attend some lecture about marketing if school has, not only about future career and academic writing, but also lecture beyond class content.

Overall, marketing lecture and facilities are good from most of aspects, but there are still some places need to improve.And as we are a part of Coventry University, we believe there is brighter futuer for both of us as long as we push hard together!

To be lie or to be true?

How to be trustworthy & Where to find trust in online marketing?

In contemporary century, speedy pace of economy has induced a number of problems we are dealing with, like is the product trustworthy, or how costumers can find trust among industries. Refer to trust and trustworthy, they have common points and differences as well. In later paragraph, we will discuss specifically.

About trust, from the actually meaning, it can be transferred into an interactive relationship between two objectives. Take some specific examples: family (parents and children), school (tutor and students), corporate (employee and employer), all the objectives is related to trust relationship. In terms of trustworthy, it describes certain objectives worth trust. From my point of view, both are subjective, they are general opinions collected from public. In virtual marketing, decision-makers are able to make their products trustworthy, use advertising to give information to public in a positive way to build up a trustworthy image. Conversely, online business and online communities usually disappointed audiences; still there is a wide range of misleading on the internet. It has been suggested that communication between social network members usually results in reduced stress and increased emotional support (Adam Acar, 2008).

A example should be mentioned is ASDA retailer, in the price label, original price is similar to modified one, some even lower! As Ashley Seager pointed out: the retailer announced last week that it would cut a further 5,000 prices by Easter, bringing to 12,500 the number of items that have been reduced. It said this was part of a new transparency in its pricing policy that would give customers "value they can trust". (Ashley Seager, 2009). A battle about trust between costumers and sales market is ready to fight.

The new website is very difficult to make people to trust it. Especially, the new website, people can not trust it, therefore we should think about how to make your viewer trustworthy on your website? We know there are so many scams on the internet, but people still need it. This means ‘that people need use website to be successful, they should actively convince potential customers that your website is completely legitimate by removing anything suspicious and by adding key trust-building information.’ (Robert, L. 2009)

We can see there are so many web-based businesses out there that sell products and services, but they all without any interaction with their customers. Therefore, we can use the “add contact information”, which works for most online shoppers some people do like read the option of direct contact with service of company. They might think it is more trustworthy on your website.

Sometimes, you want customer add a phone number or an email address in your website to become the membership. Thus, ‘in a web-based auction, product recognition, a buyer’s shopping experiences in the real marketplace, and a buyer’s perception of risks are less critical than in a real auction. According to (Paul A. , Huigang Liang and Yajiong Xue 2007) point that ‘trust is defined as a buyer’s intentions to accept vulnerability based on her beliefs that transactions with a seller will meet her confident transaction expectations due to the seller’s competence, integrity, and benevolence.’ Following above ‘the logic of signals and incentives, we propose that trust can reduce all four proposed antecedents of uncertainty by mitigating the problems of hidden information and hidden action.’ (Paul A., Huigang Liang and Yajiong Xue 2007)

Some researchers (Bolton, Loebbecke and Ockenfels, 2008) declared that “the advantage of Internet markets is that they enable traders to break through geographical constraints to trade in larger and more competitive pools. Transactions tend to be one-shot, so that Internet markets are largely strangers’ networks.” Therefore, how to maximize trustworthiness in e-commerce has been persuaded by all marketers. In order to identify different levels of trustworthiness, we have to toward on consumers’ intention and attitudes. If a consumer intent to buy products from an online provider, they are willing to take the risk. If they felt satisfied by this transaction, they will trust this online provider in the future. Therefore, trust could enhance customers’ loyalty. But how could an online provider promote itself and gain consumers’ voluntary contributions? According to Buttner and Goritz (2008), trustworthiness could divide into three levels: ability, benevolence and integrity. These three dimensions of trustworthiness affect the degree of trust. As web-marketers, achieve the highest level of trustworthiness will maximize trust and then reach optimization.

1. Ability
This is the back bone for online marketing. A capable and qualified online provider enables to provide professional services to consumers as well as to gain consumers trust. This ability could also be considered as pre-purchase knowledge, such as determine the risks within the industry; identify consumers’ expectations towards this brand; and use online viral marketing to raise awareness of website.

2. Benevolence
Based on competency of the services provided online, now it reaches to second level of trustworthiness which is showing a disposition to do good for the users in their services. In order to gain trust from consumer, online providers should stand from users’ point of view to concern their motivation rather than own profit, such as provide easy access for online purchasing; research on customer’s preferences; and provide feedback to users.

3. Integrity
To be integrity is not easy for online marketers. The reliable and dependable services should be provided to consumers by performing providers’ promises. In other words, credibility should be showed to consumers. This is the highest level of trustworthiness, such as use external links as back up data or references; describe company’s history and achievements; and provide privacy policy to let customers in control of their own data.


Through website, footall club can manage the daily activities of their team publish the on-time results, fixture and latest news, sale tickets and immediately communicate with their team fans.

Another importance of football team website is earn more revenue by providing areas for business advertising. Manchester United football team, which is one the biggest famous football teams all over the world, they set up a special area for enterprises to do business. Their deliver sales has throughout near two hundreds countries.

Advice
Such a nearly perfect football team, has numerous fans in the world, how to improve the fans’ recognition of its Website. If the organization provides a pretty downloadable desktop application for their fans, once they download, they can free of use it and update the information. When the fans open the computer, they can see it. The benefit of this application not only can strengthen the relationship with fans, but also help increase traffic to its Web site and help position the team to take advantage of increased revenue opportunities. (Teach Republic)




References:

Antecedents and Consequences of Online Social Networking Behaviour: The Case of Facebook, Journal of website promotion, Adam Acar (Vol. 3 2008)

Bolton,G. Loebbecke,C. and Ockenfels,A. (2008) “Does Competition Promote Trust and Trustworthiness in Online Trading? An Experimental Study” Journal of Management Information Systems, [online] 25, (2) 145-169.
Available form < http://web.ebscohost.com/ehost/pdf?vid=7&hid=21&sid=7e17c7e3-8f94-469f-b807-897ee62f13ed%40sessionmgr2> [Fall 2008]

Buttner, O.B. and Goritz, A.S. (2008) “Perceived Trustworthiness of Online Shops”, Journal of Consumer Behaviour, [online] 7, (1) 35-50.
Available from < http://web.ebscohost.com/ehost/detail?vid=8&hid=13&sid=6d5bd4ab-4331-4405-a703-ed65e7c865e5%40sessionmgr9&bdata=JnNpdGU9ZWhvc3QtbGl2ZQ%3d%3d#db=bth&AN=31239547> [Jan-Feb 2008]

Casalo, L.V., Flavian, C. and Guinalia, M. (2007) “The Influence of Satisfaction, Perceived Reputation and Trust on a Consumer’s Commitment to a Website” Journal of Marketing Communication [online] 13, (1) 1-17.
Available from < http://web.ebscohost.com/ehost/pdf?vid=18&hid=13&sid=6d5bd4ab-4331-4405-a703-ed65e7c865e5%40sessionmgr9> [March 2007]

Chaudhuri,A. and Gangadharan,L. (2007) “An Experimental Analysis of Trust and Trustworthiness”, Southern Economic Journal, [online] 73, (4) 959-985.
Available from <http://web.ebscohost.com/ehost/pdf?vid=8&hid=6&sid=9d7107c9-68a1-44ad-883f-4e47d407fffd%40sessionmgr3> [April 2007]

Financial: Half of Assad’s price cuts 'worth just 1p an item’, The Guardian (London) - Final Edition, Ashley Seager (March 9th, 2009)

Manchester United Football Club Office Website (http://www.manutd.co.uk/)

Pavlou,P.A. Liang,H. and Xue,Y. (2007) “Understanding and Mitigating Uncertainty in Online Exchange Relationships: A Principal—Agent Perspective” MIS Quarterly [online] 31, (1) 105-136.
Available from <http://web.ebscohost.com/ehost/pdf?vid=12&hid=6&sid=9d7107c9-68a1-44ad-883f-4e47d407fffd%40sessionmgr3> [March 2007]

Robert,L. (2009) “Can You Trust Online User Reviews?” PC World [online] 27, (1) 30-32.
Available from <http://web.ebscohost.com/ehost/pdf?vid=21&hid=6&sid=9d7107c9-68a1-44ad-883f-4e47d407fffd%40sessionmgr3>

TeachRepublic (http://whitepapers.techrepublic.com.com/abstract.aspx?docid=397649)

ON-LINE COMMUNITY --NEW TRENDS IN THE FUTURE

Nowadays, people using online communities a lot in their leisure time. Firstly, they can show out their picture and writing diary everyday for strange people. Especially of young people, their life are contacting with online commuunities. Sometimes, they do not really know someone,but they can meet together in the online commuunities.

Secondly, people fell in love have different way between before. People using social networking can ‘practice of building up or maintaining informal relationships, especially with people whose friendship could bring advantages such as job or business opportunities.’ (Miltiadis . Lytras, Pablos 2009). In this new world, people are using relationships online and become wife and husband. This way maybe can help people exchange ideas very fast. According to Miltiadis . Lytras, Pablos (2009) point out that’ people want to share knowledge, establish relationships, and even work together using web environments.’

Thirdly, people do not have to see their friends a lot, but they still can know the friends’ life of new information between you and your friends.It is very useful for city people, because they are busying with their work, school or family, sometimes they do not have time to contact etch other. The online communities will be the good way for people keep in touch, even they are not in the same country, and they also can do it online.

On the other hand, we also can see the online communities of the net web have many fakes in there. Some people may be thinking no bodies know them, and then they could do something badly without other people know it.

Therefore, we should be careful to thinking about online communities of the crime, but we know the online communities of using population are increasing. People need to use it, because it is bring out large requirement market. Nowadays, people can not without online communities in their life.

All the content above have focused our attention on virtual communities from the perspective of how they can contribute to electronic commerce rather than viewing them as a pure social phenomenon. So I will discuss weaknesses of virtual communities which are often neglected by people.

To start with, privacy is a major concern to virtual communities. More exactly, you have to give your personal details like demographic, lifestyle and interest information to the community organizers if you want to register. The original purpose is to better meet member needs for social and commercial interactions. As a senior citizen may like to interact with other senior citizens who have similar interests and concerns. The community organizers also need the information to maintain the relative homogeneity of the community in terms of demographics/or interests. However, users will suffer hack attack by accident with damaging whose net source. More worse, personal detail losing online induce certain harassment by phone or text in real life. Furthermore, a part of communities still stay a sense of innocent, which means a system is easily breakdown, less secure.

Consumers have suffered confusion from over-choice products and mass commercials in today’s market. ‘How could we find a better way to capture consumers’ attention?’ seems to be the heart sound from all marketers. With rapid growth of online communities, marketers take a fancy to the opportunity of doing business online by using viral marketing. But why marketers targeted on online communities? Will there be any benefits for them? Online communities could build a community with social interactions. For example, there is a new taste of chocolate bar in the market. You haven’t tried yet. But your friend had already tasted and loved it. He has talked about this chocolate bar on facebook with his friends. In facebook everything can be posted via the post or the feed. Then his friends are willing to try this new product, even his friend’s friends. This is online word of mouth which has been frequently used in today’s markets. Blogs, discussion board, customer ratings and reviews has a strong impact on customer’s behaviour. In marketers’ point of view, these coversations are public and costless which could achieve profit maximization. Therefore, online communities has established a visual communities with credibility and trustworthiness among consumers.
Nowadays, online community has become one of the most important network applications, many enterprises and organizations have set up the corresponding online communities, but how to make your online community for you to generate more value? Recently, a study named "The 2008 Tribalization of Business" researched more than 140 different online community organizations.The results of the study show that the biggest value of online communities for these organizations is to increase word-of-mouth (35%), increasing brand awareness (28%) as well as increasing customer loyalty (24%). There is no doubt that the network community of enterprises is an effective marketing and customer management tools.

The factor which prevent online community producing value which it should be have is neither a technology nor money, but how to attract users (51%), how to increase the time management of the community (45%).

In the survey, these organizations consider the essential elements of online communities include: ability to link similar groups (54%), help others (43%), whether or not there is a hot topic (41%),quality of community management (33%) and so on.

The survey also found an interesting phenomenon, that is, there are differences between organizations set up the original intention of these communities and their actual implementation of the contents.

All the survey results show that the majority of enterprises have set up an online community that can bring them value which can not be ignored; a lot of enterprises have realized the importance of online communities. In the specific implementation process, however, most of the lack of experience, strategies and methods of selection has a lot of uncertainties. I think the problem here can try to use these two responses:

1. Full-time staffing
At present, most enterprises and online community-related work, are by the market department personnel to act as or are simply outsourcing. In my opinion, the company's brand and product knowledge and network of community and cultural expertise are the management of online community’s prerequisites. In this way, the company has a special person to be responsible for this part of the work, which is a relatively good solution.

2.New technologies and the use of Service With the Web services platform and a variety of data continue to open up, there are a lot of problems can be resolved or the adoption of technology to improve. For example, Google OpenSocial, Facebook Connect will be able to assist and so on are very convenient for companies to attract users, and facilitate the management of the relationship between users. Even if companies do not particularly high technical examples, a lot of website provides a variety of easy-to-use API can also help enterprises improve the interactive online community. In addition, the online community should become part of its overall strategy to further enhance its corporate value. However, to do this one for a lot of enterprises have a long way to go.









Reference

Lucas Introna 2001 ‘Recognizing the limitations of virtual organizations’ E-commerce&V-business
Miltiadis D. Lytras, Patricia Ordonez de Pablos 2009 ‘Integrating Semantic Applications and Web 2.0 Technologies’ Social Web Evolution Idea Group Inc (IGI)

Haig, M. (2001) The E-Marketing Handbook: An Indispensable Guide to Marketing Your Products and Services on the Internet. London: Kogan Page Publishers.

Hu, N., Pavlou, P.A. and Zhang, J. (2006) ‘Can Online Word-of-Mouth
Communication Reveal True Product Quality? Experimental Insights,
Econometric Results, and Analytical Modeling.’ Information Systems
Research. [Apr. 2006]

Iriberri, A. and Leroy, G. (2009) ‘A Lift-Cycle Perspective on Online Community
Success’. ACM Computing Surveys. 41, (2) [Feb.2009]

Jacko, J.A. and Sears, A. (2003) The Human-Computer Interaction Handbook:
Fundamentals, Evolving Technologies, and Emerging Applications. Lawrence
Erlbaum Associates.

Preece, J. (2000) Online Communities: Designing Usability, Supporting Sociability.
Switzerland: John Wiley

Whitworth, K. (2008) ‘What Online Community?’ Business Week Online. P2-2, 1p
[22.12.2008]

Proposition about mobile and interactive digital TV

With an increasingly amazing development of high-tech, mobile can be necessary as a daily communicative tool. You can see mobile in everywhere nowadays, regardless the popularising of internet and computer, mobile is still dominantly presumably utilizing in people's life. to start with, there is no doubt, mobile has whose unique function, such as convenience to take anywhere you want, specifically, you can bring it in your pocket, even in your busy situation, just dial numbers to chat with your family or your friends. Second, the shape of mobile is small which means you can easily carry, when you are boring in bus-stop, you can play games for entertainment and leisure, at the same time, mutual-functional mobile is getting more and more popular in modern times. These mobiles have giant entertaining features like mp3, video player, photo-taking, etc. which are attractive for young generation. In addition, mobile phone is likely a symbol of trendy, fashion, dynamic.

It is worth mentioning that wireless Internet become one of the most popular and common piece of technology, and this technology make it possible for anyone in business or any home user to access the Internet from anywhere in their office or home and to do so with ease using a wireless network for the computers in their home or office.
Users, who share the numerous conveniences of wireless Internet, they also need to consider the potential security problems. All we know that, hackers can get personal information (such as E-mail, credit card data, and business secret, etc) through attack users’ computer.
Motorola researchers tested computers, barcode scanners and other wireless devices at more than 4,000 stores in Chicago, New York, Paris and other global metropolitan areas. They found that 44 percent of the wireless devices could be easily infiltrated by hackers seeking credit card numbers and other sensitive customer information. (Ashley Bates Jan 28, 2009)...
The graphic bellows shows the security survey of wireless.

(Ashley Bates / Medill)
Motorola's security survey of retailers' wireless devices showed a marked improvement from the previous year. However, a surprising 44 percent of stores were deemed vulnerable to wireless infiltration.
Accordingly, if the security problem is controlled sufficiently by experts in the future, Wireless Internet will be more and more convenience for people whatever in study, business, and shopping, as well as surfing Internet, On-line games, etc. Of course, it needs time and everyone’s efforts.

In terms of digital time, e-commerce has been used internet for primary media for a long period of time. Some researchers predicted that next upcoming media is interactive digital TV which can replace the internet. Others argued against that digital TV is a fairly new media has been introduced into market only few years without consumers’ awareness and its own identity, besides the technologies of interactive digital TV are very different from Internet. It will not replace internet in a short coming term. I strongly agree with the latter argument that technology, consumer’s behaviour, the scope of products and the services of digital TV will be very different and diverse compared to Internet. I will outline the disadvantages of interactive digital TV from consumers’ view and also from marketers’ view.

From Consumers’ view

Have you ever experienced this situation— you were watching your favourite TV series—CSI, at the bottom of the screen showed a line said that ‘widescreen is available’. You were so exciting about to experience the cinema’s visual effect by sitting in front of the TV. Suddenly, you realized that you don’t have this function in your remove control. Few minus later, it is said at the bottom of the screen that subtitle is available. But you don’t have that function either. What I was trying to say is the three main disadvantage of Interactive digital TV is restricted availability, questionable affordability and limited accessibility.

Availability?
There will be variations across the world as to whether interactive digital TV could be available or not. In some countries, especially in the well-developed countries, the new digital transmission system has been introduced. It can alter sound and pictures into electronic digits through air and then transmit to aerials, satellite or cable (Chaffy, 2008). However, in developing countries, broadcasting stations and satellite technologies are not available. For example, in China, the digital TV applied differing from city to country. In the modern city, such like Shanghai, Beijing, Guangzhou, the services of digital TV is purchasable for the people who are interested. On the contrary, in the countryside, people are living in a life without internet. How could that be possible to replace internet by digital TV.

Affordability?
Switch to digital TV is not an affordable option for majority of people. As the example I mentioned above, in China, people who are living in a miserable situation, to purchase digital TV services would be impossible in the short-term. Even in the city, not every single family can afford digital TV at home. As digital TV is still a new media been introduced to the market, the expense is very high. Therefore, financial position will be the deciding factor.

Accessibility?
Some of you have brought a digital TV at home; some of you have paid for set-top box and get internet connected and others who haven’t. According to the study of interactive services in the market (www.pjb.co.uk/dbtfinal.htm), at present only an estimated 2.2 percent of EU television households have access to interactive digital TV. Please consider the developing countries; the percentage definitely will be much lower than 2.2%. Meanwhile, let us assume that you can access to digital TV now at home, but can you use all the services or can you watch all the channels from your digital TV? Right, some of the services, like internet, phone calls or other specific channels, need to be paid for. In summary, the limited accessibility will limit the development of interactive digital TV.

From Marketers’ view

The introduction of digital TV sounds like it will benefit entire market, especially the advertisers. Actually, by second thought, interactive digital TV brings a large amount of new TV channels, which gives consumers more choices. But from marketers’ point of view, it implies a decline in terms of hit of every channel. For example, there was only 5 channels in Mr. White’s home and now after purchased digital TV services, there are 50 channels. The percentage of Mr. White can see Coca-cola’s ads drop 10%. Despite the other marketing impacts, the percentage drop will affect marketing sales. If Coca-cola wants to remain the same hit rate of their advertisements, they need to spend more on advertising cost from different channels, not only 5.

The other threat for marketers is the interactive digital TV can let users easily skip commercial ads by press the button. According to research statistics (Kang, 2002), 88% of ads will be skipped by users who own a full-functional digital TV. What a threaten numbers for marketers! How much percentage of sales will plunge into this time? Will marketers suffer an ice-cold winter by the introduction of digital TV?

What is more important, interactive digital TV makes your television join in with programmers it is possible for you to do other things. You can see extra news stories and sports programmers, you can know sports results, also travel a lot of information and weather forecasts, play games, have shopping, play bets and use email. When we go interactive, the interactive digital TV can help you on your remote control at any time. Sometimes you will see an announcement in a programmer (BBC 2009).
According above information of Interactive Digital Television, I agree customers using it. It is convenience way to get any information and useful in our life, we do not need go out shopping and buying the news paper everyday, people also can get the news and know the sports results and save the time of their life. Therefore, Interactive Digital Television of audiences to receive much information from television broadcast, it is better watching set top boxes provide of analogue or standard digital (TEAC 2007).
Digital TV will become more popular in the world. Even it is less practical for PC and mobile but different technology have different viewers, if they still improve their technology to help customers more convenient practical in the personalization, it will have many audiences.

All above are the proposition of mobile and digital TV, as we can know, both of them are a part in our life, also both aspects have positive points and negative points, however, there is still some space for each part to improve.


Reference:

Cesar, P., Chorianopoulos, K. & Jensen, J.F., (2007), Interactive TV: A Shared Experience, Springer, 2007

Chaffy, D. & Smith, PR, (2008), e-Marketing excellence, 3rd ed. Butterworth-Heinemann Publications, UK

Digital, Interactive and Web TV, www.managingchange.com/mediums/inter-tv/disadvan.htm

Gill, J.M. & Perera, S.A., (), “Accessible Universal Design of Interactive Digital Television”, RNIB Scientific Research Unit, UK

Green, T., Main, N. & Aitken-Smith, J., (2001), “Can interactive digital television bridge the ‘digital divide’?” www.dcs.napier.ac.uk/~mm/socbytes/jun2001/jun2001_12.htm

Inside Multimedia, (1999), www.pjb.co.uk/dbtfinal.htm

Kang, Myung-Hyun (2002), "Interactivity in TV: Use and Impact of an Interactive Program
Guide," Journal of Broadcasting & Electronic Media, 46 (3), 330-345

http://www.bbc.co.uk/digital/tv/tv_interactive.shtml

http://www.teac.com.au/pages/interactivedigitaltv.

E-Revolution

Interaction is considered the most important aspect of e-marketing for corporation, the web site embodies the necessary means to provide more interactive while visitors in the official website: the adoption of instant messaging, real-time exchanges, enterprises can take the initiative to contact the website are here for each customer, which is becoming the enterprise network The main means of marketing.

Dell mastered the necessary response to customers first-hand information on a daily basis with many customers from direct negotiations. Dell provides a wide range of value-added services, including installation support and system management, and technology conversion service for customers to provide guidance. Dell Ware through the project, Dell designs and customized products and services, sales, including external hardware and computer software, including a broad product line.

Dell's "PowerEdge" servers, including the operation of the Website in 80 countries, the current quarterly over 40 million people have browsed. Customers can evaluate a variety of configurations, real-time access to quotes, receive technical support, order one or more systems.

In many enterprises in the implementation of network marketing, search engine marketing into a larger bid ranking, and then monitor the wbesite traffic. The goal of network marketing is the potential access to customers, with this goal, the enterprise web site to determine the network marketing objectives and policies, and only then may the structure and function of the site has more requirements, so their selection of a suitable business network marketing strategy, it is also very important.

It is also the same when apply E-marketing to higer education. The importance of e-marketing modules/degree in higher education E-marketing means using digital technologies to help sell your goods or services. These technologies are a valuable complement to traditional marketing methods whatever the size of your company or your business model. So with the increasingly development of internet, specialists should keep up date with modern society.

As a student of E-Marketing module, who has already understood marketing (probably internet marketing) and who wants put knowledgement into practise, the suggestions to how to teach this module are as follows.

1. Communicate interactive teaching methodit needs Exchange interaction between tutor and students. Students should be responded when lecturer asked them some questions. In order to achieve interactive teaching, teacher need to carefully design each stage of teaching process, which can be able to inspire students to think of questions, and guide them to be good at thinking.

2. Group discussion teaching method Divide students into several groups, each group needs to discuss respectively; or debate one issue from different perspectives. Lecturers in accordance with the performance to give students final results.

3. research planning methodAccording to the course content, in the provision of research background information, 3-5 Students are required to form a group, use research method which have learned to obtain information, after then, planning to write specific programs. In the end, Lecturers select the best planning program, so that students have actual exercises.

4. Expert lectures Employing business experts, and colleges and universities professors to open a lecture. It can develop students’ vision, understanding of the changes in society, Learn E-Marketing module, good lecturer; good teach methods are not enough, it also needs students to make their efforts.

Touch the keyboard! Click the mouse! How many of you have thought about that the E-Marketing can be the door to success? And how many of you have foreseen that E-marketing can be applied to various industries? As we all known that E-marketing is focusing on promoting firm’s offerings and making access to current and future customers by introducing electronic interactive communication (Chaffey.D, 2006, P339). According to McCarthy’s theory(Mercer.D, 1996, P28), the traditional marketing is based on Product, Price, Promotion and Placement. However, as the economy affected by internet explosion, our market needs something can provide more concern about the customers, something can build a reciprocal relationship between supplier and demander. And that is the E-Marketing! E-marketing can be applied to different industries, because of the new idea of establishing friendly cooperation with customers in a long run. We can divide it into 4 points.

Firstly, promote yourself to customers intensively. Sometimes the customers may not will to buy your product. The reason can be vary. They may not trust you, they may not trust your firm or they may not trust the description of your product. Therefore, as a company, you need to design you own website to present wide-ranging marketing strategy by using multimedia technology. Meanwhile, you need to update your website at all times and intercommunicate with your clients. Secondly, promote products to customers intensively. You should embedded describe the usage and function of your products and track the effectiveness. Meanwhile, answer the questions from customers and then build loyalty gradually. As the researcher said (Juniper Communications), ‘Industry average response rates are 5-15% for e-mail, 1-2%for direct mail, and .055-1% for banner advertising.’ Thirdly, understand customers intensively. This point based on research methods of customers’ behaviour. Finally, reach mutual understanding between employer and employees.

According to above, it is not difficult to know the e-marketing is very important in the future. The e-marketing can use in business of various industries. E-marketing also should be taught, because students who want put knowledgement into practise, the suggestions to know how to teach this module are as follows. Thus, people should continue learning the new method of e-marketing and guide them to be good at thinking. Therefore, as a company needs to design own website to present wide-ranging marketing strategy by using multimedia technology, it is can help close the gap between customers and company. The e – marketing will be useful in the world business, it is can sell and buy in the world, without thinking about distance limit.



Reference:

IT Expert Net( 2008) Analysing the e-marketing case work for Dell [Online] available from http://cio.ctocio.com.cn/eeb/471/8105971.shtml >[ 7 May 2008]

Chaffey.D, (2006), E-business and E-commerce Management:Strategy,
Implementation and Practice, Pearson Education


Chaffey.D, Chadwick.F, Mayer.R & Johnston.K, (2006), Internet Marketing:Strategy,
Implementation and Practice, Pearson Eduction

Mercer.D, (1996), Marketing, Blackwell Publishing

http://accenture.tekgroup.com/article_display.cfm?article_id=3771

http://www.thetalentjungle.com/hotel-emarketing-how-to-create-an-online-culture-at-hotels/

http://analogik.com/article_principles_of_emarketing.asp

NOTICEBOARD

All the posts and comments in this blog only represents our team's own opinions and ideas, do not have any relationship with Coventry University.

Welcome to "Web-Marketers"

Welcome to ‘Web-Marketers’

As businesses become increasingly international, market places become ever more competitive. Our team will analysis and demonstrate how various digital technologies enhance traditional marketing approaches. By a close look at marketing’s key concepts, we will take insight into how internet, web-based services developed and influence the market.
We would like to use ‘Web-Marketers’ as communication platform to share our knowledge and experience. Our mission is to establish a free-space for passionate e-marketing adherents, to develop both cognitive and practical skills in marketing, to build upon our current skills and experience and improve our knowledge on contemporary issues that are challenging marketers.

Our fascinating team say:

“Marketing is a master key, which can be applied to many fields in our society. Since China joined the WTO, the industry has an urgent demand for such intellectuals, who will bring advanced knowledge and skills to their business, and who will make great differences in this field. Our motivation is to build up our current skills and experience and also to improve our knowledge to attain life goals.”