Cell C Cyber Marketing (Presented as Case Study)

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ABOUT THE COMPANY “Launched in 2001, Cell C is South Africa’s third cellular operator with just under seven million subscribers.

Cell C (2011) states that their main goal is to look to the future ”to bring you the technology of tomorrow today.”

“Provider of possibilities” “Power in your hands”

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CYBER MARKETING / INTERNET MARKETING CYBER MARKETING “The application of the internet and related digital technologies to achieve marketing objectives” - STRYDOM ET AL (2006:488)

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CYBER MARKETING / INTERNET MARKETING CYBER MARKETING AND THE MARKETING CONCEPT New channel of business to reach Customer New approach Basic principles still apply

CYBER MARKETING AND THE VIRTUAL ENVIRONMENT Micro, Macro & Market environment

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CYBER MARKETING / INTERNET MARKETING MARKET SPACE VERSUS MARKET PLACE Market Place > Physical Market Space > Virtual

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MARKETING MIX APPLIED TO INTERNET MARKETING INTERNET’S UNIQUE FEATURES Multimedia Environment 7X24x 365 Availability Global Reach Affordability Ease Of Use Mass Storage Customize Information For Individual Users Transact Sales

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MARKETING MIX APPLIED TO INTERNET MARKETING

1. PRODUCT Information gathering Keep up to date Customisation opportunities Real time input

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MARKETING MIX APPLIED TO INTERNET MARKETING

2. PRICE Price Comparisons Intermediaries Bypass Demand Based Pricing Cheap Distribution Channel

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MARKETING MIX APPLIED TO INTERNET MARKETING

3. PROMOTION Cheap Advertising, Global Audience Promotion Mix Elements Incorporated Banners And Buttons Search Engines Ad Networks Sponsorhips Pop Ups Streaming Media

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MARKETING MIX APPLIED TO INTERNET MARKETING

3. PROMOTION Traditional Media Reaching An Audience Audience Reaches You (Affordable) Quicker Information Dissemination No Time Limits Limits To Web

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MARKETING MIX APPLIED TO INTERNET MARKETING

4. DISTRIBUTION Ease Of Distributing And Arranging Distribution Is Easier

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TIPS FOR ONLINE SALES 1: VISION Make It Clear To Users What You Are Selling/ If Your Selling Something

2: ABOUT US Tell Visitors To Your Website Who You Are

3: LINKS FROM FACEBOOK, MXIT CONTACT, EMAILS SENT Make Sure Its Easy For Users To Find Your Order Page

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TIPS FOR ONLINE SALES 4: IN STORE, WEBSITE Give Readers More Than One Way To Buy

5: TREVOR NOAH DIALOGUE & TESTIMONIALS Include Comments From Satisfied Customers

6: TV ADS, BANNERS, BOOKLETS Promote Your Website Effectively

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ONLINE AUCTIONS BEST EXAMPLE: eBay

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MARKET RESEARCH ADVANTAGES

DISADVANTAGES

First To Know Control Information Flow Customer Presentations Tighter Marketing Plans Save Staff Time Cut Research Costs Broad Information Access

Stats Information Not Always Available Quality Is Not Always Guaranteed/Reliable Everyone Can Be A Roleplayer Too Much Information To Wade Through Access (Predominantly Us Companies On Internet)

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MARKET RESEARCH PLANNING ONLINE MARKETING RESEARCH Determine What You Need To Know Formulate Questions Be Aware Of Grammar Suitable Sources Know Your Search Engines To Find Relevant Websites Explore Useful Sites Evaluate Information

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CUSTOMER ORIENTED APPROACH

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CUSTOMER RELATIONS MANAGEMENT

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CUSTOMER SERVICE AND PRODUCT Benefits Of Online Support Services

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PUBLICITY AND BRANDING “In 2010, we rebranded and repositioned as the possibilities provider that really puts the customer at the centre of everything that we do. With the aim of taking the lead in the mobile communications race, we are making a tremendous effort to positively transform the lifestyle and livelihood of our customers�

- (Cell C, 2011)

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CHANGE OF STRATEGY Intermediation and re-intermediation permission marketing one to one marketing mass customisation fast interactive consumer in control

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SOURCES ANON. 2008. Growth of internet users in the world. http://www. google.co.za/imgres?q=growth+of+internet+chart&hl=en&biw=192 0&bih=840&gbv=2&tbm=isch&tbnid=y1I1sn318X5zaM:&imgrefurl= http://elawrence.in/blog/&docid=bxp1gD9DOPEcKM&w=600&h=7 97&ei=-NR5Trm0FcSOmQWK2LGvAQ&zoom=1. Date of access: 21 September 2011.

KOEKEMOER, L. 2004. Marketing Communications. Juta Publishing: South Africa. p578 .

STRYDOM, J.W., CANT, M.C., JOOSTE, C.J., & DU PLESSIS, P.J. 2006. Marketing Management. Juta Publishing: South Africa. p614.

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