Enviar búsqueda
Cargar
Lecture 3
•
Descargar como PPT, PDF
•
1 recomendación
•
2,395 vistas
WILLSON FILIPATALI
Seguir
FOR BUSINESS PURPOSE
Leer menos
Leer más
Empresariales
Tecnología
Denunciar
Compartir
Denunciar
Compartir
1 de 57
Descargar ahora
Recomendados
E-Commerce: Marketing Concepts, Social,Mobile, Local
E-Commerce: Marketing Concepts, Social,Mobile, Local
INTI International University
Chapter 5
Chapter 5
Nada G.Youssef
Chapter 12
Chapter 12
Nada G.Youssef
E Business Systems
E Business Systems
Sudip Chakraborty
Marketing and advertising in e commerce
Marketing and advertising in e commerce
tumetr1
11 E-commerce Online Retailing and Services
11 E-commerce Online Retailing and Services
monchai sopitka
e commerce security and fraud protection
e commerce security and fraud protection
tumetr1
Ethical, Social, and Political Issues in E-commerce
Ethical, Social, and Political Issues in E-commerce
Nor Ayuzi Deraman
Recomendados
E-Commerce: Marketing Concepts, Social,Mobile, Local
E-Commerce: Marketing Concepts, Social,Mobile, Local
INTI International University
Chapter 5
Chapter 5
Nada G.Youssef
Chapter 12
Chapter 12
Nada G.Youssef
E Business Systems
E Business Systems
Sudip Chakraborty
Marketing and advertising in e commerce
Marketing and advertising in e commerce
tumetr1
11 E-commerce Online Retailing and Services
11 E-commerce Online Retailing and Services
monchai sopitka
e commerce security and fraud protection
e commerce security and fraud protection
tumetr1
Ethical, Social, and Political Issues in E-commerce
Ethical, Social, and Political Issues in E-commerce
Nor Ayuzi Deraman
MIS-CH04: Ethical and Social Issues in INformation Systems
MIS-CH04: Ethical and Social Issues in INformation Systems
Sukanya Ben
MIS-CH08: Securing Information Systems
MIS-CH08: Securing Information Systems
Sukanya Ben
Chapter 1
Chapter 1
Nada G.Youssef
E business strategy
E business strategy
dhasan77
Strategic Information Systems for Competitive Advantage-1.ppt
Strategic Information Systems for Competitive Advantage-1.ppt
santoshsahu622005
Building E-commerce Presence
Building E-commerce Presence
Laguna State Polytechnic University
Presentation on social marketing, mobile marketing, local marketing
Presentation on social marketing, mobile marketing, local marketing
Md. Sohag Miah
Chapter 8
Chapter 8
Nada G.Youssef
Information system and security control
Information system and security control
Cheng Olayvar
CHAPTER 6 E-COMMERCE MARKETING AND ADVERTISING
CHAPTER 6 E-COMMERCE MARKETING AND ADVERTISING
Shadina Shah
Chapter 2
Chapter 2
Nada G.Youssef
Mis9 ch03 ppt (2)
Mis9 ch03 ppt (2)
Taniya Malik
E-Marketing plan Moghimi
E-Marketing plan Moghimi
Bahman Moghimi
laudon-traver_ec13_ppt_ch12(2).pptx
laudon-traver_ec13_ppt_ch12(2).pptx
AnjLegaspi1
05 Business Models for E-commerce slides
05 Business Models for E-commerce slides
monchai sopitka
E-marketplace
E-marketplace
Andrey Andoko
03 Building an E-commerce Presence: Web Sites, Mobile Sites, and Apps slides
03 Building an E-commerce Presence: Web Sites, Mobile Sites, and Apps slides
monchai sopitka
Chapter 1-E-Commerce (the revolution is just beginning)
Chapter 1-E-Commerce (the revolution is just beginning)
Ismail Zackariya
Chap02 Competing with Information Technology
Chap02 Competing with Information Technology
Aqib Syed
Chapter 4
Chapter 4
Nada G.Youssef
E-Marketing and Advertising Concepts
E-Marketing and Advertising Concepts
Ashikur Rahman
Dijital İndeks-2015
Dijital İndeks-2015
Mustafa Kuğu
Más contenido relacionado
La actualidad más candente
MIS-CH04: Ethical and Social Issues in INformation Systems
MIS-CH04: Ethical and Social Issues in INformation Systems
Sukanya Ben
MIS-CH08: Securing Information Systems
MIS-CH08: Securing Information Systems
Sukanya Ben
Chapter 1
Chapter 1
Nada G.Youssef
E business strategy
E business strategy
dhasan77
Strategic Information Systems for Competitive Advantage-1.ppt
Strategic Information Systems for Competitive Advantage-1.ppt
santoshsahu622005
Building E-commerce Presence
Building E-commerce Presence
Laguna State Polytechnic University
Presentation on social marketing, mobile marketing, local marketing
Presentation on social marketing, mobile marketing, local marketing
Md. Sohag Miah
Chapter 8
Chapter 8
Nada G.Youssef
Information system and security control
Information system and security control
Cheng Olayvar
CHAPTER 6 E-COMMERCE MARKETING AND ADVERTISING
CHAPTER 6 E-COMMERCE MARKETING AND ADVERTISING
Shadina Shah
Chapter 2
Chapter 2
Nada G.Youssef
Mis9 ch03 ppt (2)
Mis9 ch03 ppt (2)
Taniya Malik
E-Marketing plan Moghimi
E-Marketing plan Moghimi
Bahman Moghimi
laudon-traver_ec13_ppt_ch12(2).pptx
laudon-traver_ec13_ppt_ch12(2).pptx
AnjLegaspi1
05 Business Models for E-commerce slides
05 Business Models for E-commerce slides
monchai sopitka
E-marketplace
E-marketplace
Andrey Andoko
03 Building an E-commerce Presence: Web Sites, Mobile Sites, and Apps slides
03 Building an E-commerce Presence: Web Sites, Mobile Sites, and Apps slides
monchai sopitka
Chapter 1-E-Commerce (the revolution is just beginning)
Chapter 1-E-Commerce (the revolution is just beginning)
Ismail Zackariya
Chap02 Competing with Information Technology
Chap02 Competing with Information Technology
Aqib Syed
Chapter 4
Chapter 4
Nada G.Youssef
La actualidad más candente
(20)
MIS-CH04: Ethical and Social Issues in INformation Systems
MIS-CH04: Ethical and Social Issues in INformation Systems
MIS-CH08: Securing Information Systems
MIS-CH08: Securing Information Systems
Chapter 1
Chapter 1
E business strategy
E business strategy
Strategic Information Systems for Competitive Advantage-1.ppt
Strategic Information Systems for Competitive Advantage-1.ppt
Building E-commerce Presence
Building E-commerce Presence
Presentation on social marketing, mobile marketing, local marketing
Presentation on social marketing, mobile marketing, local marketing
Chapter 8
Chapter 8
Information system and security control
Information system and security control
CHAPTER 6 E-COMMERCE MARKETING AND ADVERTISING
CHAPTER 6 E-COMMERCE MARKETING AND ADVERTISING
Chapter 2
Chapter 2
Mis9 ch03 ppt (2)
Mis9 ch03 ppt (2)
E-Marketing plan Moghimi
E-Marketing plan Moghimi
laudon-traver_ec13_ppt_ch12(2).pptx
laudon-traver_ec13_ppt_ch12(2).pptx
05 Business Models for E-commerce slides
05 Business Models for E-commerce slides
E-marketplace
E-marketplace
03 Building an E-commerce Presence: Web Sites, Mobile Sites, and Apps slides
03 Building an E-commerce Presence: Web Sites, Mobile Sites, and Apps slides
Chapter 1-E-Commerce (the revolution is just beginning)
Chapter 1-E-Commerce (the revolution is just beginning)
Chap02 Competing with Information Technology
Chap02 Competing with Information Technology
Chapter 4
Chapter 4
Similar a Lecture 3
E-Marketing and Advertising Concepts
E-Marketing and Advertising Concepts
Ashikur Rahman
Dijital İndeks-2015
Dijital İndeks-2015
Mustafa Kuğu
Dijital i̇ndeks-2015
Dijital i̇ndeks-2015
Mustafa Kuğu
Dijital i̇ndeks-2015
Dijital i̇ndeks-2015
Mustafa Kuğu
Chapter6 e commerce_marketingconcepts
Chapter6 e commerce_marketingconcepts
Rezaur Rahman
UNIT 1 INTRODUCTION to Digital Marketing
UNIT 1 INTRODUCTION to Digital Marketing
RupalNahar1
Session 3 Yean Cheong
Session 3 Yean Cheong
Innovation Centre
Dijital i̇ndeks-2015_v1
Dijital i̇ndeks-2015_v1
Mustafa Kuğu
Iab Local Presentation Cleveland
Iab Local Presentation Cleveland
Dave Rigotti
Insurance producers and agent enablement
Insurance producers and agent enablement
edynamic
20150330130325chap 8 marketing and advertising v2
20150330130325chap 8 marketing and advertising v2
نورول ازلينا عثمان
Lecture 2
Lecture 2
WILLSON FILIPATALI
Yahoo! Business Case Analysis Essay
Yahoo! Business Case Analysis Essay
Monica Rivera
Online media planning & strategy
Online media planning & strategy
neetant
Mbs hitting the bulls eye
Mbs hitting the bulls eye
Evgeny Pluzhnik
NetCentered Marketing: Leveraging Your Website for Results
NetCentered Marketing: Leveraging Your Website for Results
Element Three
The New Face of Online Advertising: OBA & Compliance
The New Face of Online Advertising: OBA & Compliance
Vivastream
strauss_emktg6_ppt09_-_l_r_-_7_ed.ppt
strauss_emktg6_ppt09_-_l_r_-_7_ed.ppt
Pradeep513562
BCM "Interactive: The Most Able Medium'' Presentation - November 2008
BCM "Interactive: The Most Able Medium'' Presentation - November 2008
BCM Group
Ch 11.ppt e commerce tentang social network, auctions, dan portals
Ch 11.ppt e commerce tentang social network, auctions, dan portals
DewaRioNugroho
Similar a Lecture 3
(20)
E-Marketing and Advertising Concepts
E-Marketing and Advertising Concepts
Dijital İndeks-2015
Dijital İndeks-2015
Dijital i̇ndeks-2015
Dijital i̇ndeks-2015
Dijital i̇ndeks-2015
Dijital i̇ndeks-2015
Chapter6 e commerce_marketingconcepts
Chapter6 e commerce_marketingconcepts
UNIT 1 INTRODUCTION to Digital Marketing
UNIT 1 INTRODUCTION to Digital Marketing
Session 3 Yean Cheong
Session 3 Yean Cheong
Dijital i̇ndeks-2015_v1
Dijital i̇ndeks-2015_v1
Iab Local Presentation Cleveland
Iab Local Presentation Cleveland
Insurance producers and agent enablement
Insurance producers and agent enablement
20150330130325chap 8 marketing and advertising v2
20150330130325chap 8 marketing and advertising v2
Lecture 2
Lecture 2
Yahoo! Business Case Analysis Essay
Yahoo! Business Case Analysis Essay
Online media planning & strategy
Online media planning & strategy
Mbs hitting the bulls eye
Mbs hitting the bulls eye
NetCentered Marketing: Leveraging Your Website for Results
NetCentered Marketing: Leveraging Your Website for Results
The New Face of Online Advertising: OBA & Compliance
The New Face of Online Advertising: OBA & Compliance
strauss_emktg6_ppt09_-_l_r_-_7_ed.ppt
strauss_emktg6_ppt09_-_l_r_-_7_ed.ppt
BCM "Interactive: The Most Able Medium'' Presentation - November 2008
BCM "Interactive: The Most Able Medium'' Presentation - November 2008
Ch 11.ppt e commerce tentang social network, auctions, dan portals
Ch 11.ppt e commerce tentang social network, auctions, dan portals
Último
0183760ssssssssssssssssssssssssssss00101011 (27).pdf
0183760ssssssssssssssssssssssssssss00101011 (27).pdf
Renandantas16
VIP Kolkata Call Girl Howrah 👉 8250192130 Available With Room
VIP Kolkata Call Girl Howrah 👉 8250192130 Available With Room
divyansh0kumar0
Sales & Marketing Alignment: How to Synergize for Success
Sales & Marketing Alignment: How to Synergize for Success
Aggregage
VIP Call Girl Jamshedpur Aashi 8250192130 Independent Escort Service Jamshedpur
VIP Call Girl Jamshedpur Aashi 8250192130 Independent Escort Service Jamshedpur
Suhani Kapoor
Eni 2024 1Q Results - 24.04.24 business.
Eni 2024 1Q Results - 24.04.24 business.
Eni
Best Practices for Implementing an External Recruiting Partnership
Best Practices for Implementing an External Recruiting Partnership
Recruitment Process Outsourcing Association
MONA 98765-12871 CALL GIRLS IN LUDHIANA LUDHIANA CALL GIRL
MONA 98765-12871 CALL GIRLS IN LUDHIANA LUDHIANA CALL GIRL
Seo
VIP Call Girls In Saharaganj ( Lucknow ) 🔝 8923113531 🔝 Cash Payment (COD) 👒
VIP Call Girls In Saharaganj ( Lucknow ) 🔝 8923113531 🔝 Cash Payment (COD) 👒
anilsa9823
Call Girls In Panjim North Goa 9971646499 Genuine Service
Call Girls In Panjim North Goa 9971646499 Genuine Service
ritikaroy0888
Call Girls Pune Just Call 9907093804 Top Class Call Girl Service Available
Call Girls Pune Just Call 9907093804 Top Class Call Girl Service Available
Dipal Arora
Catalogue ONG NƯỚC uPVC - HDPE DE NHAT.pdf
Catalogue ONG NƯỚC uPVC - HDPE DE NHAT.pdf
Orient Homes
Cash Payment 9602870969 Escort Service in Udaipur Call Girls
Cash Payment 9602870969 Escort Service in Udaipur Call Girls
Apsara Of India
Monte Carlo simulation : Simulation using MCSM
Monte Carlo simulation : Simulation using MCSM
Ravindra Nath Shukla
Mysore Call Girls 8617370543 WhatsApp Number 24x7 Best Services
Mysore Call Girls 8617370543 WhatsApp Number 24x7 Best Services
Dipal Arora
Socio-economic-Impact-of-business-consumers-suppliers-and.pptx
Socio-economic-Impact-of-business-consumers-suppliers-and.pptx
trishalcan8
GD Birla and his contribution in management
GD Birla and his contribution in management
chhavia330
Regression analysis: Simple Linear Regression Multiple Linear Regression
Regression analysis: Simple Linear Regression Multiple Linear Regression
Ravindra Nath Shukla
Insurers' journeys to build a mastery in the IoT usage
Insurers' journeys to build a mastery in the IoT usage
Matteo Carbone
RE Capital's Visionary Leadership under Newman Leech
RE Capital's Visionary Leadership under Newman Leech
Newman George Leech
Call Girls Navi Mumbai Just Call 9907093804 Top Class Call Girl Service Avail...
Call Girls Navi Mumbai Just Call 9907093804 Top Class Call Girl Service Avail...
Dipal Arora
Último
(20)
0183760ssssssssssssssssssssssssssss00101011 (27).pdf
0183760ssssssssssssssssssssssssssss00101011 (27).pdf
VIP Kolkata Call Girl Howrah 👉 8250192130 Available With Room
VIP Kolkata Call Girl Howrah 👉 8250192130 Available With Room
Sales & Marketing Alignment: How to Synergize for Success
Sales & Marketing Alignment: How to Synergize for Success
VIP Call Girl Jamshedpur Aashi 8250192130 Independent Escort Service Jamshedpur
VIP Call Girl Jamshedpur Aashi 8250192130 Independent Escort Service Jamshedpur
Eni 2024 1Q Results - 24.04.24 business.
Eni 2024 1Q Results - 24.04.24 business.
Best Practices for Implementing an External Recruiting Partnership
Best Practices for Implementing an External Recruiting Partnership
MONA 98765-12871 CALL GIRLS IN LUDHIANA LUDHIANA CALL GIRL
MONA 98765-12871 CALL GIRLS IN LUDHIANA LUDHIANA CALL GIRL
VIP Call Girls In Saharaganj ( Lucknow ) 🔝 8923113531 🔝 Cash Payment (COD) 👒
VIP Call Girls In Saharaganj ( Lucknow ) 🔝 8923113531 🔝 Cash Payment (COD) 👒
Call Girls In Panjim North Goa 9971646499 Genuine Service
Call Girls In Panjim North Goa 9971646499 Genuine Service
Call Girls Pune Just Call 9907093804 Top Class Call Girl Service Available
Call Girls Pune Just Call 9907093804 Top Class Call Girl Service Available
Catalogue ONG NƯỚC uPVC - HDPE DE NHAT.pdf
Catalogue ONG NƯỚC uPVC - HDPE DE NHAT.pdf
Cash Payment 9602870969 Escort Service in Udaipur Call Girls
Cash Payment 9602870969 Escort Service in Udaipur Call Girls
Monte Carlo simulation : Simulation using MCSM
Monte Carlo simulation : Simulation using MCSM
Mysore Call Girls 8617370543 WhatsApp Number 24x7 Best Services
Mysore Call Girls 8617370543 WhatsApp Number 24x7 Best Services
Socio-economic-Impact-of-business-consumers-suppliers-and.pptx
Socio-economic-Impact-of-business-consumers-suppliers-and.pptx
GD Birla and his contribution in management
GD Birla and his contribution in management
Regression analysis: Simple Linear Regression Multiple Linear Regression
Regression analysis: Simple Linear Regression Multiple Linear Regression
Insurers' journeys to build a mastery in the IoT usage
Insurers' journeys to build a mastery in the IoT usage
RE Capital's Visionary Leadership under Newman Leech
RE Capital's Visionary Leadership under Newman Leech
Call Girls Navi Mumbai Just Call 9907093804 Top Class Call Girl Service Avail...
Call Girls Navi Mumbai Just Call 9907093804 Top Class Call Girl Service Avail...
Lecture 3
1.
CIT 744: E-commerceCIT
744: E-commerce M.L. MugyabusoM.L. Mugyabuso Semester 2 - 2013/2014 Academic Year Copyright © 2014 Pearson Education, Inc. Publishing as Prentice Hall
2.
Lecture 3Lecture 3 E-commerce
Marketing and AdvertisingE-commerce Marketing and Advertising ConceptsConcepts Copyright © 2014 Pearson Education, Inc. Publishing as Prentice Hall
3.
Class Discussion Video Ads:
Shoot, Click, Buy What advantages do video ads have over traditional banner ads? Where do sites such as YouTube fit in to a marketing strategy featuring video ads? What are some of the challenges and risks of placing video ads online? Do you think Internet users will ever develop “blindness” toward video ads as well? Copyright © 2014 Pearson Education, Inc. Publishing as Prentice Hall Slide 6-3
4.
Consumers Online: The
Internet Audience and Consumer Behavior Around 70% (85 million) U.S. households have broadband Internet access in 2013 Growth rate has slowed Intensity and scope of use both increasing Some demographic groups have much higher percentages of online usage than others Income, education, age, ethnic dimensions Copyright © 2014 Pearson Education, Inc. Publishing as Prentice Hall Slide 6-4
5.
Consumers Online (cont.)
Broadband vs. dial-up audiences 50% of Hispanic and African-American homes have broadband 40% of households with less than $20k in annual income have broadband Neighborhood effects Role of social emulation in consumption decisions “Connectedness” Top 10–15% are more independent Middle 50% share more purchase patterns of friends Recommender systems Copyright © 2014 Pearson Education, Inc. Publishing as Prentice Hall Slide 6-5
6.
Consumer Behavior Study
of consumer behavior Attempts to explain what consumers purchase and where, when, how much, and why they buy Consumer behavior models Attempt to predict or explain wide range of consumer decisions Based on background demographic factors and other intervening, more immediate variables Profiles of Online Consumers Consumers shop online primarily for convenience Copyright © 2014 Pearson Education, Inc. Publishing as Prentice Hall Slide 6-6
7.
A General Model
of Consumer Behavior Figure 6.1, Page 333 SOURCE: Adapted from Kotler and Armstrong, 2009. Copyright © 2014 Pearson Education, Inc. Publishing as Prentice Hall Slide 6-7
8.
The Online Purchasing
Decision Five stages in consumer decision process Awareness of need Search for more information Evaluation of alternatives Actual purchase decision Post-purchase contact with firm Copyright © 2014 Pearson Education, Inc. Publishing as Prentice Hall Slide 6-8
9.
The Consumer Decision
Process and Supporting Communications Figure 6.2, Page 334 Copyright © 2014 Pearson Education, Inc. Publishing as Prentice Hall Slide 6-9
10.
The Online Purchasing
Decision (cont.) Decision process similar for online and offline behavior General online behavior model Consumer skills Product characteristics Attitudes toward online purchasing Perceptions about control over Web environment Web site features: latency, usability, security Clickstream behavior Copyright © 2014 Pearson Education, Inc. Publishing as Prentice Hall Slide 6-10
11.
A Model of
Online Consumer Behavior Figure 6.3, Page 335 Copyright © 2014 Pearson Education, Inc. Publishing as Prentice Hall Slide 6-11
12.
Shoppers: Browsers and
Buyers Shoppers: 89% of Internet users 73% buyers 16% browsers (purchase offline) One-third of offline retail purchases influenced by online activities Online traffic also influenced by offline brands and shopping E-commerce and traditional commerce are coupled: Part of a continuum of consuming behavior Copyright © 2014 Pearson Education, Inc. Publishing as Prentice Hall Slide 6-12
13.
What Consumers Shop
for and Buy Online Big ticket items ($1000 or more) Travel, computer hardware, electronics Consumers now more confident in purchasing costlier items Small ticket items ($100 or less) Apparel, books, office supplies, software, and so on Types of purchases depend on level of experience with the Web Copyright © 2014 Pearson Education, Inc. Publishing as Prentice Hall Slide 6-13
14.
How Consumers Shop
How shoppers find online vendors Search engines Marketplaces (Amazon, eBay) Specific retail site 27% of Internet users don’t shop online Trust factor Hassle factors (shipping costs, returns, etc.) Copyright © 2014 Pearson Education, Inc. Publishing as Prentice Hall Slide 6-14
15.
Trust, Utility, and
Opportunism in Online Markets Two most important factors shaping decision to purchase online: Utility: Better prices, convenience, speed Trust: Most important factors: Perception of credibility, ease of use, perceived risk Sellers can develop trust by building strong reputations for honesty, fairness, delivery Copyright © 2014 Pearson Education, Inc. Publishing as Prentice Hall Slide 6-15
16.
Digital Commerce Marketing
and Advertising: Strategies and Tools Internet marketing (vs. traditional) More personalized More participatory More peer-to-peer More communal The most effective Internet marketing has all four features Copyright © 2014 Pearson Education, Inc. Publishing as Prentice Hall Slide 6-16
17.
Multi-Channel Marketing Plan 1.
Web site 2. Traditional online marketing Search engine, display, e-mail, affiliate 1. Social marketing Social networks, blogs, video, game 1. Mobile marketing Mobile/tablet sites, apps 1. Offline marketing Television, radio, newspapers Copyright © 2014 Pearson Education, Inc. Publishing as Prentice Hall Slide 6-17
18.
Strategic Issues and
Questions Which part of the marketing plan should you focus on first? How do you integrate the different platforms for a coherent message? How do you allocate resources? How do you measure and compare metrics from different platforms? How do you link each to sales revenues? Copyright © 2014 Pearson Education, Inc. Publishing as Prentice Hall Slide 6-18
19.
Establishing the Customer Relationship
Web site functions to: Establish brand identity and customer expectations Differentiating product Inform and educate customer Shape customer experience Anchor the brand online Central point for all marketing messages Copyright © 2014 Pearson Education, Inc. Publishing as Prentice Hall Slide 6-19
20.
Online Advertising Online
advertising Display, search, mobile messaging, sponsorships, classifieds, lead generation, e-mail Fastest growing form of advertising Advantages: 18–34 audience is online Ad targeting Price discrimination Personalization Copyright © 2014 Pearson Education, Inc. Publishing as Prentice Hall Slide 6-20
21.
Traditional Online Marketing
and Advertising Tools Search engine marketing and advertising Display ad marketing E-mail marketing Affiliate marketing Viral marketing Lead generation marketing Social, mobile, and local marketing and advertising Copyright © 2014 Pearson Education, Inc. Publishing as Prentice Hall Slide 6-21
22.
Search Engine Marketing
and Advertising Search engine marketing (SEM) Use of search engines for branding Search engine advertising Use of search engines to support direct sales Types of search engine advertising Sponsored links (keyword paid inclusion) Keyword advertising Network keyword advertising (context advertising) Copyright © 2014 Pearson Education, Inc. Publishing as Prentice Hall Slide 6-22
23.
Search Engine Marketing
(cont.) Search engine optimization (SEO) Social search Utilizes social graph (friend’s recommendations, past Web visits, Facebook Likes, Google +1’s) to provide fewer and more relevant results Search engine issues Paid inclusion and placement practices Link farms Content farms Click fraud Copyright © 2014 Pearson Education, Inc. Publishing as Prentice Hall Slide 6-23
24.
Display Ad Marketing
Banner ads Rich media ads Video ads Sponsorships Advertising networks Advertising exchanges and real-time bidding Copyright © 2014 Pearson Education, Inc. Publishing as Prentice Hall Slide 6-24
25.
How an Advertising
Network Such as DoubleClick Works Figure 6.7, Page 352 Copyright © 2014 Pearson Education, Inc. Publishing as Prentice Hall Slide 6-25
26.
E-mail Marketing Direct
e-mail marketing Messages sent directly to interested users Benefits include Inexpensive Average more than 7% click-throughs for in-house lists Measuring and tracking responses Personalization of messages and offers Three main challenges Spam Anti-spam software Poorly targeted purchased e-mail lists Copyright © 2014 Pearson Education, Inc. Publishing as Prentice Hall Slide 6-26
27.
Spam Unsolicited commercial
e-mail 65–70% of all e-mail Most originates from bot networks Efforts to control spam have largely failed: Government regulation (CAN-SPAM) State laws Voluntary self-regulation by industries (DMA ) Copyright © 2014 Pearson Education, Inc. Publishing as Prentice Hall Slide 6-27
28.
Other Types of
Traditional Online Marketing Affiliate marketing Commission fee paid to other Web sites for sending customers to their Web site Viral marketing Marketing designed to inspire customers to pass message to others Lead generation marketing Services and tools for collecting, managing, and converting leads Copyright © 2014 Pearson Education, Inc. Publishing as Prentice Hall Slide 6-28
29.
Social Marketing and
Advertising Fastest growing type of online marketing Targets the enormous audiences of social networks Four features driving growth Social sign-on Collaborative shopping Network notification Social search (recommendation) Copyright © 2014 Pearson Education, Inc. Publishing as Prentice Hall Slide 6-29
30.
Social Marketing and
Advertising (cont.) Blog marketing Educated, higher-income audience Ideal platform to start viral campaign Game marketing Large audiences for social games (FarmVille, Words with Friends) Used for branding and driving customers to purchase moments at restaurants and retail stores Copyright © 2014 Pearson Education, Inc. Publishing as Prentice Hall Slide 6-30
31.
Mobile Marketing and
Advertising 7% of online marketing, growing rapidly Major formats: Display, rich media, video Games E-mail Text messaging (SMS) In-store messaging Quick Response (QR) codes Couponing App marketing Copyright © 2014 Pearson Education, Inc. Publishing as Prentice Hall Slide 6-31
32.
Local Marketing Geared
to user’s geographic location Local search and purchasing Local searches: 25% of all searches 50% of mobile searches Most common local marketing tools Geotargeting with Google Maps Display ads in hyperlocal publications Copyright © 2014 Pearson Education, Inc. Publishing as Prentice Hall Slide 6-32
33.
Multi-Channel Marketing Average
American spends more than 40% of media time on digital media channels Consumers also multitask, using several media Internet campaigns strengthened by using other channels Most effective are campaigns using consistent imagery throughout channels Copyright © 2014 Pearson Education, Inc. Publishing as Prentice Hall Slide 6-33
34.
Insight on Business:
Class Discussion Are the Very Rich Different from You and Me? What distinguishes luxury marketing from ordinary retail marketing? What challenges do luxury retailers have in translating their brands and the look and feel of luxury shops into Web sites? How has social media affected luxury marketing? Visit the Armani Web site. What do you find there? Copyright © 2014 Pearson Education, Inc. Publishing as Prentice Hall Slide 6-34
35.
Other Online Marketing
Strategies In addition to traditional online advertising and marketing strategies (search engine, display, etc.), several other strategies are more focused than “traditional” online strategies Customer retention Pricing The “long tail” Copyright © 2014 Pearson Education, Inc. Publishing as Prentice Hall Slide 6-35
36.
Other Online Marketing
Strategies Customer retention strategies Personalization and one-to-one marketing Retargeting Behavioral targeting Based on data from search engine queries, clickstream history, social network data, and integration of offline personal data and records Effectiveness still inconclusive Privacy issues Copyright © 2014 Pearson Education, Inc. Publishing as Prentice Hall Slide 6-36
37.
Other Online Marketing
Strategies (cont.) Customization: Changing the product Information goods ideal for differentiation Customer co-production: Customers help create product Customer service FAQs Real-time customer chat systems Automated response systems Copyright © 2014 Pearson Education, Inc. Publishing as Prentice Hall Slide 6-37
38.
Pricing Strategies Pricing Integral
part of marketing strategy Traditionally based on: Fixed cost Variable costs Demand curve Price discrimination Selling products to different people and groups based on willingness to pay Copyright © 2014 Pearson Education, Inc. Publishing as Prentice Hall Slide 6-38
39.
Pricing Strategies (cont.)
Free and freemium Can be used to build market awareness Versioning Creating multiple versions of product and selling essentially same product to different market segments at different prices Bundling Offers consumers two or more goods for one price Dynamic pricing: Auctions Yield management Flash marketing Copyright © 2014 Pearson Education, Inc. Publishing as Prentice Hall Slide 6-39
40.
Long-Tail Marketing Internet
allows for sales of obscure products with little demand Substantial revenue because Near zero inventory costs Little marketing costs Search and recommendation engines Copyright © 2014 Pearson Education, Inc. Publishing as Prentice Hall Slide 6-40
41.
Insight on Technology:
Class Discussion The Long Tail: Big Hits and Big Misses What are “recommender systems”? Give an example you have used. What is the “Long Tail” and how do recommender systems support sales of items in the Long Tail? How can human editors, including consumers, make recommender systems more helpful? Copyright © 2014 Pearson Education, Inc. Publishing as Prentice Hall Slide 6-41
42.
Internet Marketing Technologies
Internet’s main impacts on marketing: Scope of marketing communications broadened Richness of marketing communications increased Information intensity of marketplace expanded Always-on mobile environment expands marketing opportunities Copyright © 2014 Pearson Education, Inc. Publishing as Prentice Hall Slide 6-42
43.
Web Transaction Logs
Built into Web server software Record user activity at Web site Provides much marketing data, especially combined with: Registration forms Shopping cart database Answers questions such as: What are major patterns of interest and purchase? After home page, where do users go first? Second? Copyright © 2014 Pearson Education, Inc. Publishing as Prentice Hall Slide 6-43
44.
Tracking Files Users
browsing tracked as they move from site to site Four types of tracking files Cookies Small text file placed by Web site Allows Web marketers to gather data Flash cookies Beacons (“bugs”) Apps Copyright © 2014 Pearson Education, Inc. Publishing as Prentice Hall Slide 6-44
45.
Insight on Society:
Class Discussion Every Move You Make, Every Click You Make, We’ll Be Tracking You Are beacons innocuous? Or are they an invasion of personal privacy? Do you think your Web browsing should be known to marketers? What are the Privacy Foundation guidelines for Web beacons? Should online shopping be allowed to be a private activity? Copyright © 2014 Pearson Education, Inc. Publishing as Prentice Hall Slide 6-45
46.
Databases Database: Stores
records and attributes Database management system (DBMS): Software used to create, maintain, and access databases SQL (Structured Query Language): Industry-standard database query and manipulation language used in a relational database Relational database: Represents data as two-dimensional tables with records organized in rows and attributes in columns; data within different tables can be flexibly related as long as the tables share a common data element Copyright © 2014 Pearson Education, Inc. Publishing as Prentice Hall Slide 6-46
47.
Data Warehouses and
Data Mining Data warehouse: Collects firm’s transactional and customer data in single location for offline analysis by marketers and site managers Data mining: Analytical techniques to find patterns in data, model behavior of customers, develop customer profiles Query-driven data mining Model-driven data mining Rule-based data mining Copyright © 2014 Pearson Education, Inc. Publishing as Prentice Hall Slide 6-47
48.
Hadoop and the
Challenge of Big Data “Big data” Web traffic, e-mail, social media content Traditional DBMS unable to process the volumes—petabytes and exabytes Hadoop Open-source software solution Processes any type of data, including unstructured and semi-structured Distributed processing Copyright © 2014 Pearson Education, Inc. Publishing as Prentice Hall Slide 6-48
49.
Customer Relationship Management (CRM)
Systems Create customer profiles: Product and usage summary data Demographic and psychographic data Profitability measures Contact history Marketing and sales information Customer data used to: Develop and sell additional products Identify profitable customers Optimize service delivery, and so on Copyright © 2014 Pearson Education, Inc. Publishing as Prentice Hall Slide 6-49
50.
A CRM System Figure
6.10, Page 387 Copyright © 2014 Pearson Education, Inc. Publishing as Prentice Hall Slide 6-50
51.
Online Marketing Metrics:
Lexicon Audience size or market share Impressions Click-through rate (CTR) View-through rate (VTR) Hits Page views Stickiness (duration) Unique visitors Loyalty Reach Recency Conversion to customer Acquisition rate Conversion rate Browse-to-buy ratio View-to-cart ratio Cart conversion rate Checkout conversion rate Abandonment rate Retention rate Attrition rate Copyright © 2014 Pearson Education, Inc. Publishing as Prentice Hall Slide 6-51
52.
Online Marketing Metrics
(cont.) Social marketing Conversation ratio Applause ratio Amplification Sentiment ratio E-mail metrics Open rate Delivery rate Click-through rate (e-mail) Bounce-back rate Copyright © 2014 Pearson Education, Inc. Publishing as Prentice Hall Slide 6-52
53.
An Online Consumer
Purchasing Model Figure 6.11, Page 391 Copyright © 2014 Pearson Education, Inc. Publishing as Prentice Hall Slide 6-53
54.
How Well Does
Online Advertising Work? Use ROI to measure ad campaign Highest click-through rates: Search engine ads, permission e-mail campaigns Rich media, video interaction rates high Online channels compare favorably with traditional Most powerful marketing campaigns use multiple channels, including online, catalog, TV, radio, newspapers, stores Copyright © 2014 Pearson Education, Inc. Publishing as Prentice Hall Slide 6-54
55.
The Costs of
Online Advertising Pricing models Barter Cost per thousand (CPM) Cost per click (CPC) Cost per action (CPA) Online revenues only Sales can be directly correlated Both online/offline revenues Offline purchases cannot always be directly related to online campaign In general, online marketing is more expensive on CPM basis, but more effective Copyright © 2014 Pearson Education, Inc. Publishing as Prentice Hall Slide 6-55
56.
Web Analytics Software
that analyzes and presents data on each stage of the customer conversion process Awareness Engagement Interaction Purchase Loyalty and post-purchase Helps managers Optimize ROI on Web site and marketing efforts Build detailed customer profiles Measure impact of marketing campaigns Google Analytics, IBM Coremetrics, Adobe Analytics Copyright © 2014 Pearson Education, Inc. Publishing as Prentice Hall Slide 6-56
57.
Web Analytics and
the Online Purchasing Process Figure 6.12, Page 397 Copyright © 2014 Pearson Education, Inc. Publishing as Prentice Hall Slide 6-57
Descargar ahora