1.

Chapter 1: Past, Present, and Future of E-Marketing:

o Discusses the evolution of marketing, differentiating between e-

business, e-commerce, and e-marketing.

o Highlights the impact of technological advancements and the power

shift from companies to individuals.

o Introduces the concept of Web 3.0 and its potential future

implications.

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Chapter 1: Past, Present, and Future of E-Marketing

1. Evolution of Marketing

• Topic Overview: Marketing has evolved significantly over the decades,

transitioning from traditional methods to more advanced digital techniques.

Initially, marketing focused on direct interactions, print, and broadcast

media. With the advent of the Internet and digital technologies, marketing

strategies have shifted to online platforms, leading to the development of

e-marketing.

• Example: In Malaysia, traditional marketing methods like newspaper ads

or billboards were once the primary tools for companies like The Star or

AirAsia. However, with the rise of the Internet, these companies have

shifted to digital marketing strategies, including online ads, social media

campaigns, and e-commerce platforms. For instance, AirAsia uses digital

platforms extensively for ticket sales, customer engagement, and

promotions.

2. E-Business, E-Commerce, and E-Marketing

• Topic Overview:

o E-Business: Refers to optimising business processes using digital

technology, including supply chain management, customer

relationship management, and enterprise resource planning.

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 o E-Commerce: A subset of e-business focusing on buying and

selling goods and services online.

o E-Marketing: The application of information technology to

traditional marketing practices aimed at enhancing the reach and

effectiveness of marketing efforts.

• Example: Lazada Malaysia is a prime example of a company incorporating

all three aspects. Lazada operates as an e-business by digitally managing

its logistics, customer service, and data analytics. Its core function, e-

commerce, involves selling various products online. Lazada's e-marketing

strategies include targeted social media ads, email marketing, and search

engine optimisation (SEO) to drive traffic and sales.

3. E-Marketing Is Bigger than the Web

• Topic Overview: E-marketing encompasses a variety of technologies and

platforms beyond just the Internet. It includes customer relationship

management (CRM), supply chain management (SCM), electronic data

interchange (EDI), and non-web internet communications like email, SMS,

and internet telephony.

• Example: Maybank in Malaysia utilises e-marketing strategies that extend

beyond their website. Their Maybank2u platform integrates CRM to

manage customer relationships effectively. They also use SMS alerts for

banking notifications and email campaigns for promotions. Additionally,

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 Maybank's mobile app allows for seamless banking experiences, which is

a part of their broader e-marketing strategy.

4. E-Marketing Is Bigger than Technology

• Topic Overview: E-marketing is not just about technology but also the

impact on individuals, communities, businesses, and societies. It provides

continuous access to information, entertainment, and communication and

enhances business processes and activities.

• Example: In Malaysia, Grab has revolutionised how people interact with

services. Originally a ride-hailing app, Grab has expanded to include food

delivery, parcel delivery, and financial services. The platform has created

a community of users who interact for transportation and other services.

Grab's success is a testament to how e-marketing transcends technology

to affect daily life and societal norms.

5. The Shift of Power from Companies to Individuals

• Topic Overview: With the advent of the Internet, power has shifted

significantly from companies to consumers. The rise of social media and

online platforms has given consumers a voice, allowing them to influence

brands and products through reviews, feedback, and social engagement.

• Example: Malaysian consumers on platforms like Twitter, Facebook, and

Instagram substantially influence brands. For example, when customers

have a poor experience with a brand like Maxis or Celcom, they often take

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 to social media to express dissatisfaction. The public nature of these

complaints can lead to swift responses from the companies involved,

showing how power has shifted towards the consumer.

6. Web 3.0: The Future of E-Marketing

• Topic Overview: Web 3.0, often called the semantic Web, is the next stage

of the Internet's evolution, where data is organised for greater user

convenience. The focus is creating a more intelligent, connected, and open

internet where users can easily find information based on its type and

relevance.

• Example: A Malaysian example could be using AI-driven chatbots on e-

commerce sites like Shopee or Lazada. These chatbots use semantic

technology to understand user queries and provide relevant information or

suggestions, enhancing the shopping experience. As Web 3.0 develops,

we might see more advanced applications like personalised shopping

experiences that automatically adjust to the user's preferences and needs.

7. Stepping Stones to Web 3.0

• Topic Overview: Several technological advancements are paving the way

for Web 3.0, including higher bandwidth, faster connection speeds, artificial

intelligence (AI), seamless social networking, and modular web

applications.

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 • Example: In Malaysia, Telekom Malaysia's Unifi broadband service offers

high-speed Internet that supports the development of advanced digital

services. Integrating AI in applications like Touch 'n Go's eWallet, which

offers personalised promotions and seamless payment experiences, is a

step towards realising Web 3.0.

Conclusion

Chapter 1 provides a comprehensive overview of the evolution of marketing in the

digital age, highlighting the significant shift from traditional to e-marketing and the

implications of these changes for businesses and consumers alike. By

understanding these concepts and applying them to real-world examples in

Malaysia, companies can effectively navigate the digital landscape and leverage

e-marketing to achieve their business goals.

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