Internet Marketing, the 6th Online Joint Class Telkom University & MMU
Internet Marketing, the 6th Online Joint Class Telkom University & MMU. Dr. Lew Sook Ling, a lecturer of Multimedia University Malaysia sucessfully delivered material: “Internet Marketing” on the 6th session of the Online Joint Class Telkom University & Multimedia University Malaysia, supported by Passage 2 Asean in August 21st, 2020. In this session, Dr. Lew Sook Ling focused on helping the participants to examine many bases for market segmentation and the classifications and characteristics of several important e-marketing segments. Besides, in her lecture, Dr. Lew showed examples of product differentiation and positioning strategies for e-marketing. Therefore, the participants were very active and enthusiast in discussing various strategies for starting or developing businesses through internet marketing.
Dr. Lew defined marketing segmentation is the process of grouping individuals or business according to similarities in use, consumption, or benefits of a product or service. While for marketing targeting, Dr. Lew argued that it is a process of selecting marketing segments that are most attractive to the firm. There are three important markets for selling and buying activities:
- Business Market: marketing of products for use in the business operation, as components, or for sale
- Government Market: federal, state, county, city, and other agencies.
- Consumer Market: involving marketing goods and services to end consumers.
Segmentation can be used for identifying and reaching the right people at the right time. It can be based on
- Geographic: city, district, state, region, country
- Demographic: age, income, gender, education, ethnicity
- Psychographics: activities, interest, opinions, personality, values
- Behaviours: benefit sought, usage level, online engagement level, user status
After making segmentation, it’s time for targeting the customer. Marketers can decide which targets to serve online based on the result of segmentation. Next is differentiation. It is what a company does to the product to convince the market that the product has specific advantages. Company can differentiate its offering along many dimensions, including product innovation, mass customization, service differentiation, site atmospherics, and user generated content.
Last but not least is positioning. Positioning is a strategy to create a desired image for a company and its products in minds of chosen user segmentation. It aims to build a position on one or more bases that are relevant and important to the customer. It can be based on technology, product/service/benefit, user category, specific use, competitive position and integrator. Those are the highlighs of Dr. Lew’s class. That was, surely, very interesting and brief presentation. See you on the next online joint class.(IO)***