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McGraw-Hill/Irwin Copyright © 2013 by The McGraw-Hill Companies, Inc. All rights reserved.

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Presentation on theme: "McGraw-Hill/Irwin Copyright © 2013 by The McGraw-Hill Companies, Inc. All rights reserved."— Presentation transcript:

1 McGraw-Hill/Irwin Copyright © 2013 by The McGraw-Hill Companies, Inc. All rights reserved.

2 LEARNING OBJECTIVES (LO) AFTER READING CHAPTER 18, YOU SHOULD BE ABLE TO: LO2 Explain why certain types of products and services are particularly suited for interactive marketing. Describe what interactive marketing is and how it creates customer value, customer relationships, and customer experiences. LO1 18-2

3 LO4 Define cross-channel shoppers and the role of transactional and promotional websites in reaching these shoppers. LEARNING OBJECTIVES (LO) AFTER READING CHAPTER 18, YOU SHOULD BE ABLE TO: Describe why consumers shop and buy online and how marketers influence online purchasing behavior. LO3 18-3

4 SEVEN CYCLES. ONE BIKE. YOURS. 18-4

5 CREATING CUSTOMER VALUE, RELATIONSHIPS, AND EXPERIENCES IN MARKETSPACE CUSTOMER VALUE IN MARKETSPACE LO1 Marketplace Marketspace Form Utility Possession Utility Time Utility 18-5

6 FIGURE 18-1 FIGURE 18-1 Trend in online shoppers and online retail sales revenue in the U.S. 18-6

7 FIGURE 18-1A FIGURE 18-1A Trend in online shoppers in the U.S. 18-7

8 FIGURE 18-1B FIGURE 18-1B Trend in online retail sales revenue in the U.S. 18-8

9 CREATING CUSTOMER VALUE, RELATIONSHIPS, AND EXPERIENCES IN MARKETSPACE INTERACTIVITY AND INDIVIDUALITY IN MARKETSPACE LO1 Interactivity Individuality Collaborative Filtering Interactive Marketing Choiceboard M&Ms 18-9

10 CREATING CUSTOMER VALUE, RELATIONSHIPS, AND EXPERIENCES IN MARKETSPACE INTERACTIVITY AND INDIVIDUALITY IN MARKETSPACE LO1 Personalization Permission Marketing Opt-Out Opt-In 18-10

11 FIGURE 18-2 FIGURE 18-2 Seven website design elements that drive customer experience 18-11

12 CREATING CUSTOMER VALUE, RELATIONSHIPS, AND EXPERIENCES IN MARKETSPACE CREATING AN ONLINE EXPERIENCE LO1 Customer Experience Content Context Functional Aesthetic Customization 18-12

13 CREATING CUSTOMER VALUE, RELATIONSHIPS, AND EXPERIENCES IN MARKETSPACE CREATING AN ONLINE EXPERIENCE LO1 Communication Commerce Community Customer Experience Connection 18-13

14 USING MARKETING DASHBOARDS Sizing Up Site Stickiness at Sewell Automotive Companies Average Time Spent per Unique Monthly Visitor = × Average Time Spent per Unique Monthly Visitor (minutes) Average Visits per Unique Monthly Visitor Average Time Spent per Visit (minutes) LO

15 ONLINE CONSUMER BEHAVIOR AND MARKETING PRACTICE IN MARKETSPACE WHO IS THE ONLINE CONSUMER? LO2 Online Consumers Seek Product Information Educated Young Affluent Diverse 20% of Those Who Spend $1,000+ per Year Online = 87% of Sales! 18-15

16 MARKETING MATTERS Meet Todays Internet Mom on a Mission LO

17 ONLINE CONSUMER BEHAVIOR AND MARKETING PRACTICE IN MARKETSPACE WHAT ONLINE CONSUMERS BUY LO3 Product Information Audio/Video Demos Digital Items Unique Items Convenience Items Standardized Items 18-17

18 FIGURE 18-3 FIGURE 18-3 Why consumers shop and buy online 18-18

19 ONLINE CONSUMER BEHAVIOR AND MARKETING PRACTICE IN MARKETSPACE WHY CONSUMERS SHOP AND BUY ONLINE LO4 Convenience Bots Offering Selection Choice Choice Assistance Eight-Second Rule 18-19

20 ONLINE CONSUMER BEHAVIOR AND MARKETING PRACTICE IN MARKETSPACE WHY CONSUMERS SHOP AND BUY ONLINE LO4 Communication Chat Rooms, Messaging, Social Networks Customization Customerization Marketer-to-Consumer s Consumer-to-Marketer Requests 18-20

21 ONLINE CONSUMER BEHAVIOR AND MARKETING PRACTICE IN MARKETSPACE WHY CONSUMERS SHOP AND BUY ONLINE LO4 Communication Blog Spam CAN-SPAM Act Web Communities 18-21

22 ONLINE CONSUMER BEHAVIOR AND MARKETING PRACTICE IN MARKETSPACE WHY CONSUMERS SHOP AND BUY ONLINE LO4 Communication Buzz Viral Marketing Embed a Message Create Compelling Content Offer Incentives Frito-Lay 18-22

23 ONLINE CONSUMER BEHAVIOR AND MARKETING PRACTICE IN MARKETSPACE WHY CONSUMERS SHOP AND BUY ONLINE LO4 Cost Dynamic Pricing Cookies Control Behavioral Targeting 18-23

24 MAKING RESPONSIBLE DECISIONS Who is Responsible for Internet Privacy and Security? LO4 Truste 18-24

25 ONLINE CONSUMER BEHAVIOR AND MARKETING PRACTICE IN MARKETSPACE WHEN ONLINE CONSUMERS SHOP AND BUY LO4 Monday - Friday 8:00 AM5:00 PM to 18-25

26 CROSS-CHANNEL SHOPPERS AND MULTICHANNEL MARKETING WHO IS THE CROSS-CHANNEL SHOPPER? Cross-Channel Shopper Compare Products Among Retailers Obtain Information Not in Stores Reduce Trips to Multiple Retail Locations LO

27 CROSS-CHANNEL SHOPPERS AND MULTICHANNEL MARKETING IMPLEMENTING MULTICHANNEL MARKETING Transactional Websites Cannibalization Channel Conflict Multichannel Marketing LO

28 CROSS-CHANNEL SHOPPERS AND MULTICHANNEL MARKETING IMPLEMENTING MULTICHANNEL MARKETING Interactive Experiences Promotional Websites Separate Websites for Each Brand Support Traditional Marketing Channel Pampers LO

29 FIGURE 18-4 FIGURE 18-4 Implementing multichannel marketing with promotional websites 18-29

30 PIZZA HUT AND IMC 2 : BECOMING A MULTICHANNEL MARKETER VIDEO CASE

31 PIZZA HUT AND IMC 2 : BECOMING A MULTICHANNEL MARKETER VIDEO CASE 18 FIGURE 1 FIGURE 1 IMC 2 Brand Sustainability Map 18-31

32 VIDEO CASE 18 PIZZA HUT & IMC 2 1. What kind of website is PizzaHut.com? 18-32

33 VIDEO CASE 18 PIZZA HUT & IMC 2 2. How does PizzaHut.com incorporate the seven website design elements? 18-33

34 VIDEO CASE 18 PIZZA HUT & IMC 2 3. How are choiceboard and personalization systems used in the PizzaHut.com website? 18-34

35 Interactive Marketing Interactive marketing is the two-way buyer-seller electronic communication in a computer- mediated environment in which the buyer controls the kind and amount of information received from the seller

36 Choiceboard A choiceboard is an interactive, Internet-enabled system that allows individual customers to design their own products and services by answering a few questions and choosing from a menu of product or service attributes (or components), prices, and delivery options

37 Collaborative Filtering Collaborative filtering is a process that automatically groups people with similar buying intentions, preferences, and behaviors and predicts future purchases

38 Personalization Personalization is the consumer- initiated practice of generating content on a marketers website that is custom tailored to an individuals specific needs and preferences

39 Permission Marketing Permission marketing is the solicitation of a consumers consent (called opt-in) to receive and advertising based on personal data supplied by the consumer

40 Bots Bots are electronic shopping agents or robots that comb websites to compare prices and product or service features

41 Eight-Second Rule The eight-second rule is a view that customers will abandon their efforts to enter and navigate a website if download time exceeds eight seconds

42 Customerization Customerization is the growing practice of not only customizing a product or service but also personalizing the marketing and overall shopping and buying interaction for each customer

43 Web Communities Web communities are websites that allow people to congregate online and exchange views on topics of common interest

44 Spam Spam consists of communications that take the form of electronic junk mail or unsolicited

45 Viral Marketing Viral marketing is an Internet- enabled promotional strategy that encourages individuals to forward marketer-initiated messages to others via , social networking websites, and blogs

46 Dynamic Pricing Dynamic pricing is the practice of changing prices for products and services in real time in response to supply and demand conditions

47 Cookies Cookies are computer files that a marketer can download onto the computer or mobile phone of an online shopper who visits the marketers website

48 Behavioral Targeting Behavioral targeting uses information provided by cookies for directing online advertising from marketers to those online shoppers whose behavioral profiles suggest they would be interested in such advertising

49 Cross-Channel Shopper A cross-channel shopper is an online consumer who researches offerings online and then purchases them at a retail store


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