Competitive Inteligence 2.0: Organization, Innovation and Territory

Chapter 5

Marketing 2.0 ¹

5.1. Introduction

Today, e-marketing is undergoing a transformation due to Web 2.0 which has changed the practice, customs, and ways of apprehending and promoting on the Web. Faced with this phenomenon, e-marketing has evolved based on new disciplines for understanding Internet user behavior, measuring accurately the effectiveness of promotional activities and increasing efficiency of Website performance. It is the birth of Web Analytics.

This new discipline is based on methods and tools consisting of many key performance indicators which provide an effective assistance for steering e-marketing.

The evolution of methods and tools is gradually converging toward competitive intelligence solutions through Web Analytics 2.0.

5.2. E-marketing: a changing activity

In 2001, Dubois and Vernette proposed the following e-marketing definition: “marketing mobilization of all aspects of the technological potential offered by new technologies for a new approach to enterprise markets”. This definition of that area shows an application of traditional marketing to an Internet channel with an integration of a redundant cycle to promote e-business.

In 2006, 5 years after the initial definition, Maurizio Goetz [MOR 06], in turn, defined e-marketing as “the set of strategies, activities, and techniques for:

– optimizing a marketing information system by using acquired information in real time;

– identifying and satisfying consumers’ needs at the moment, if such needs arise, ...