The diagram also includes government and public services organisations which
deliver online or e-governmentservices. As well as the models shown in Figure 1.7, it has
also been suggested that employees should be considered as a separate type of consumer
through the use of intranets, which is referred to as employee-to-employee or E2E.At the start of this chapter we described some of the applications of Internet marketing to
support communications with customers across the purchase cycle from generating aware-
ness, achieving direct response for lead generation or sale and supporting customer service
and relationship marketing. Smith and Chaffey (2005) have defined the 5 Ss of e-marketing
which suggest five broad benefits or reasons for adopting e-marketing which marketers can
use to set objectives for e-marketing (Table 1.1).Different types of online presence
The relative importance of the marketing benefits of the Internet shown in Table 1.1
depend upon the type of product and its market. Chaffey (2006) identifies four main
types of online presence which each have different objectives and are appropriate for
different markets. Note that these are not clear-cut categories of web sites since any com-
pany may combine these types, but with a change in emphasis according to the market
they serve. As you review web sites, note how organisations have different parts of the
site focusing on these functions of sales transactions, services, relationship-building,
brand-building and providing news and entertainment. The four main types of site are:1 Transactional e-commerce site
These enable purchase of products online. The main business contribution of the site is
through sale of these products. The sites also support the business by providing informa-
tion for consumers that prefer to purchase products offline.
Visit these examples: an end-product manufacturer such as Vauxhall
(www.vauxhall.co.uk) or an online retailer such as Amazon (www.amazon.com).CHAPTER 1· AN INTRODUCTION TO INTERNET MARKETING
E-government
The use of Internet
technologies to provide
government services to
citizens.
Activity 1.2 Why are C2C interactions important?
Purpose
To highlight the relevance of C2C transactions to B2C companies.Activity
Consult with fellow students and share experience of C2C interactions online. Think of C2C
on both independent sites and organisational sites. How can C2C communications assist
these organisations?What benefits does the Internet provide for the marketer?