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Chapter 10 Marketing on the Internet
Awad –Electronic Commerce 2/e © 2004 Pearson Prentice Hall2 OBJECTIVES Pros and Cons of Online Shopping Internet Marketing Techniques E-Cycle of Internet Marketing Marketing Your Presence Attracting Customers to Site Tracking Customers
Awad –Electronic Commerce 2/e © 2004 Pearson Prentice Hall3 ONLINE SHOPPING Pros Sorting through choices Vast product selection Quick comparison of products Cons Experimental information might be necessary –E.g. perfumes, clothes Delivery of products might be cumbersome –E.g. lumber
Awad –Electronic Commerce 2/e © 2004 Pearson Prentice Hall4 REASONS FOR GOING ONLINE Establish presence Serve your customers Heighten public awareness Share time-sensitive information Sell goods Answer important questions
Awad –Electronic Commerce 2/e © 2004 Pearson Prentice Hall5 REASONS FOR GOING ONLINE (Cont’d) Stay in touch with field personnel Market at international level Serve at local market Market specialized products Reach the youth market
Awad –Electronic Commerce 2/e © 2004 Pearson Prentice Hall6 INTERNET MARKETING TECHNIQUES PASSIVEAGGRESSIVE Pull to Push Continuum Providers of Information Site registered with many search engines Specialized services to users requesting information Specialized email to users requesting periodic information Offline Advertising Banner Advertising Targeted E-mails to Past Customers Spam Mail Chain Mail Advertising
Awad –Electronic Commerce 2/e © 2004 Pearson Prentice Hall7 FORMULA SNI = Consideration Gap X Site-to-Product Affinity Consideration Gap = Price/Purchase Frequency Intensity of pre-purchase deliberation Site-to-Product Affinity Sales viability + Research intensity + configurability + Service level Ability to deliver online experience correlated to the product/service
Awad –Electronic Commerce 2/e © 2004 Pearson Prentice Hall8 FORMULA (Cont’d) Whereby Price = How expensive the product compared with other household purchase? Purchase frequency = How often does the household purchase the product? Service level = How much customer service does the product need online? Research intensity = How research-intensive is the purchase decision? Configurability = How customizable is the product? Sale viability = How viable are online sales of the product?
Awad –Electronic Commerce 2/e © 2004 Pearson Prentice Hall9 E-CYCLE OF INTERNET MARKETING Planning Product Pricing Place Promotion
Awad –Electronic Commerce 2/e © 2004 Pearson Prentice Hall10 BUSINESS PLANNING Business Plan –Written document identifying your business goals and how you will achieve them –Elements Mission / Vision Product Competition Target audience Marketing Sales plan Operation Technology
Awad –Electronic Commerce 2/e © 2004 Pearson Prentice Hall11 PRODUCT & PRICING Product –Emphasize on viability, quality and integrity –Physical vs. Service Pricing –Frequent purchase plans –Online auctions
Awad –Electronic Commerce 2/e © 2004 Pearson Prentice Hall12 PLACE Exchange of information between businesses and delivery companies Ensure prompt delivery of physical goods to customers Related to fulfillment Internet –A delivery channel for digital products –Cheap, fast, effective –Possibility of tapping / theft of digital data
Awad –Electronic Commerce 2/e © 2004 Pearson Prentice Hall13 PROMOTION Get prospective visitors’ attention Create interests in a product Build a desire in the product Banners –Internet ads –Cheap and fit traditional ad-agency formula
Awad –Electronic Commerce 2/e © 2004 Pearson Prentice Hall14 PERSONALIZATION Combination of Promotion and Product For customers to receive personalized information “Artificial Intelligence” incorporated into Internet Marketing
Awad –Electronic Commerce 2/e © 2004 Pearson Prentice Hall15 MARKETING IMPLICATIONS Content Dynamic and Attractive Sites Brands Get to the Point Promotion Online Events Free Giveaways Consistency
Awad –Electronic Commerce 2/e © 2004 Pearson Prentice Hall16 PROMOTING YOUR SITE ON YOUR SITE Begins with domain name Encourage repeat site visits Update site content Share with your visitors any new awards Use promotional giveaways, contests, etc.
Awad –Electronic Commerce 2/e © 2004 Pearson Prentice Hall17 PROMOTING YOUR SITE ON THE WEB Search engines and directories Stand out from other sites Brainstorm keywords for robot search Ensure the site design is flawless before submitting to search engines
Awad –Electronic Commerce 2/e © 2004 Pearson Prentice Hall18 PROMOTING YOUR SITE ON THE INTERNET Use e-mails to contact registered customers Use news groups and mailing lists
Awad –Electronic Commerce 2/e © 2004 Pearson Prentice Hall19 ATTRACTING CUSTOMERS TO SITE Keeping site content current Offering free information or products Offer a free service as a way to entice customers online for B2B Implementing cross-selling strategy Ensuring easy and quick navigation Introducing event marketing Enlisting affiliates
Awad –Electronic Commerce 2/e © 2004 Pearson Prentice Hall20 ATTRACTING CUSTOMERS TO SITE (Cont’d) Cultural Differences –How to market to local customers Predicting Buying Behavior –Save time –Young, educated, and wealthier population
Awad –Electronic Commerce 2/e © 2004 Pearson Prentice Hall21 PERSONALIZATION Identification Determining buyers’ buying pattern Marketing attractive products How to add personalization –Keywords –Collaborative filtering –Rule-based
Awad –Electronic Commerce 2/e © 2004 Pearson Prentice Hall22 TRACKING CUSTOMERS Gathering Web data –Log files –Forms –Cookies Persistent vs. Session Clickstream data analysis Role of shopbot –Searches sites to compare prices
Chapter 10 Marketing on the Internet
Chapter 11 Marketing On The Internet. Awad –Electronic Commerce 1/e © 2002 Prentice Hall2 OBJECTIVES Pros & Cons of Online Shopping Internet Marketing.
Chapter 11 Marketing On Internet Day 17. Awad –Electronic Commerce 1/e © 2002 Prentice Hall2 Day 17 Agenda Assignment #5 corrected –2 A’s, 5 B’s, 1 C.
ELC 200 DAY Chapter 11 Marketing On Internet.
Elias M. Awad Third Edition ELECTRONIC COMMERCE From Vision to Fulfillment 6-1© 2007 Prentice-Hall, Inc ELC 200 Day 13.
Internet Marketing. What is Marketing? n The strategies and actions firms take to establish a relationship with a consumer and encourage purchases of.
E-Business and e-Commerce. e-commerce and e-business e-commerce refers to aspects of online business involving exchanges among customers, business partners.
Chapter 9 e-Commerce Systems. 2 Section 1 E-Commerce Fundamentals.
Chapter 19 Internet Marketing. Electronic Marketing Channel The New BusinessFranchise Find out about products Get answers to questions Leave messages.
1Chapter 19 Version 7e ©2004 South-Western College Publishing Prepared by Deborah Baker Texas Christian University Chapter 19 Internet Marketing.
CHAPTER 3 MARKETING PLANNING STAGE FOR ONLINE ACTIVITIES.
CONSUMER BEHAVIOR, MARKET RESEARCH, AND ADVERTISEMENT 중남미지역 11 기 국제비서학과 김미현 동아시아지역 11 기 중국어학부 김정희.
Elias M. Awad Third Edition ELECTRONIC COMMERCE From Vision to Fulfillment 6-1© 2007 Prentice-Hall, Inc ELC 200 Day 12.
9 - 1 Copyright © 2006, The McGraw-Hill Companies, Inc. All rights reserved. Electronic Commerce Systems Chapter 9.
Copyright © 2007 Pearson Education Canada 17-1 E-Commerce “Buying and selling of goods online and the transfer of funds via digital communications.” Buying.
Electronic Commerce Systems e-Commerce trends e-Commerce processes e-Commerce success factors e-Commerce categories Chapter 8 McGraw-Hill/Irwin Copyright.
Copyright © 2002 by Nelson, a division of Thomson Canada Limited. Chapter chapter 19 Prepared by Angela Zigras, Seneca College Deborah Baker,
Copyright © 2009 Pearson Education, Inc. Slide 6-1 Chapter 6 E-commerce Marketing Concepts.
Fundamentals of Internet Marketing Back to Table of Contents.
Oz – Foundations of Electronic Commerce © 2002 Prentice Hall Marketing on the Web.
Section 17.1 The Promotional Mix Chapter 17 promotional concepts and strategies Section 17.2 Types of Promotion.
Chapter 8 Strategies for Marketing, Sales, and Promotion Electronic Commerce.
E-Commerce Systems Chapter 8 Copyright © 2010 by the McGraw-Hill Companies, Inc. All rights reserved. McGraw-Hill/Irwin.
Chapter 17: Internet Marketing Copyright © 2010 Pearson Education Canada E-Business 1 E-Business is more embracing than E-Commerce. E-Business embraces:
Chapter 3 Launching a Business on the Internet. Awad –Electronic Commerce 1/e © 2002 Prentice Hall 2 OBJECTIVES Introduction of E-Business Life Cycle.
Chapter 9: INTERNETADVERTISING 9.1. Overview of Cyberspace INTERNET BASIC PARTS The Internet The Internet Electronic Mail ( ) Electronic Mail ( )
ECommEd Lesson 7 - Market Research & On- Line Direct Marketing In order to proceed through this presentation simply click the left mouse button to view.
ELECTRONIC COMMERCE MIS 4108 E MARKETING LECTURER INCHARGE- ALM AYOOBKHAN.
Copyright © 2010 Pearson Education, Inc.Copyright © 2007 Pearson Education, Inc. Slide 1-1 ELC 200 Day 15.
© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin IMPLEMENTING INTERACTIVE AND MULTICHANNEL MARKETING.
“E-marketing” Academic Year Marketing and E-marketing Marketing - Management process responsible for identifying, anticipating and satisfying customer.
Web Design, 4 th Edition 7 Promoting and Maintaining a Web Site.
Chapter Twelve Digital Interactive Media Arens|Schaefer|Weigold Copyright © 2015 McGraw-Hill Education. All rights reserved. No reproduction or distribution.
CHAPTER 17. Promotion informpersuade remind any form of communication a business or organization uses to inform, persuade, or remind people about its.
MARKETING COMMUNICATION Key Concepts
©2003 Prentice Hall, IncMarketing: Real People, Real Choices 3rd edition 14-0 Chapter 14 Conversing with the Customer: Promotional Strategy, Interactive.
ADVERTISING IN THE RETAIL COMMUNICATION MIX. Objectives of Communication Program Long-Term -Build Brand Image -Create Loyalty Short-Term -Increase Traffic.
Class Discussion Notes MKT February 20, 2001.
Canadian Marketing in Action, 6th ed. Keith J. Tuckwell 17-1 ©2004 Pearson Education Canada Inc. E-Commerce The transaction of business and related activities.
Copyright © 2002 Pearson Education, Inc. Slide 8-1.
Chapter 4 Consumer Behavior, Market Research. Electronic Commerce 2 Learning Objectives 1.Describe the factors that influence consumer behavior online.
Chapter 14 Ver 2e1 ©2000 South-Western College Publishing Internet Marketing Chapter 14 Prepared by Deborah Baker Texas Christian University.
1 Chapter Five Understanding eCommerce product design strategy.
Chapter 15 Internet Marketing and Interactive Media.
Chapter 12 Electronic marketing. Learning objectives 1Discuss the difference between electronic marketing and Internet marketing 2Understand how the Internet.
E-Marketing Strategic E-Marketing and Performance Metrics 2-1.
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