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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 Interactive Marketing  Choiceboard Choiceboard M&Ms 18-9

10 CREATING CUSTOMER VALUE, RELATIONSHIPS, AND EXPERIENCES IN MARKETSPACE INTERACTIVITY AND INDIVIDUALITY IN MARKETSPACE LO1  Personalization Personalization  Permission Marketing 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 Today’s 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 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


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