Copyright © 2010 Pearson Education, Inc.Copyright © 2007 Pearson Education, Inc. Slide 1-1 ELC 200 Day 15

Agenda Questions? Assignment 5 Due Assignment 6 posted  Due Nov 11:35  ELC 200 assignment 6.pdf ELC 200 assignment 6.pdf Exam 2 will be Nov 8  Chap 6, 7 & 8  Same format as before 70 min  Points penalty for going over time limit Finish E-commerce Marketing Communications Discussion on SEO (Search Engine Optimization)

Time Penalty for Exam 2 1 Min  -1 points 2 Min  -2 points 3 Min  -3 points 4 min  -5 points 5 min  -8 points 6 min  -13 points 7 min  -21 points 8 min  -34 points 9 min  -55 points 10 min  -89 points Copyright © 2010 Pearson Education, Inc. Slide 7-3

Copyright © 2010 Pearson Education, Inc.Copyright © 2009 Pearson Education, Inc. Slide 7-4 Chapter 7 E-commerce Marketing Communications

Copyright © 2010 Pearson Education, Inc. Behavioral Targeting Web as “Database of Intentions” Behavioral targeting  Combines real-time information on visitors online behavior with offline identity, consumptive information  Data analyzed to develop profiles  Ads delivered based on profile  Hundreds of versions of ad for different profile groups One of fastest growing online marketing techniques Raises privacy concerns Slide 7-5

Copyright © 2010 Pearson Education, Inc. Mixing Offline and Online Marketing Communications Most successful marketing campaigns incorporate both online and offline tactics Offline marketing  Drive traffic to Web sites  Increase awareness and build brand equity Consumer behavior increasingly multi- channel  60% of consumers research online before buying offline Slide 7-6

Copyright © 2010 Pearson Education, Inc. Online Marketing Metrics: Lexicon Measuring audience size or market share  Impressions  Click-through rate (CTR)  immediate  View-through rate (VTR)  30 day  Hits  Page views Hits > page views  Stickiness (duration)  Unique visitors  Loyalty  within a year  Reach  target market penetration  Recency Slide 7-7

Copyright © 2010 Pearson Education, Inc. Online Marketing Metrics Conversion of visitor 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 metrics  Open rate  Delivery rate  Click-through rate ( )  Bounce-back rate Slide 7-8

Copyright © 2010 Pearson Education, Inc. An Online Consumer Purchasing Model Figure 7.9, Page 465 Slide 7-9

Copyright © 2010 Pearson Education, Inc. How Well Does Online Advertising Work? Ultimately measured by ROI on ad campaign Highest click-through rates: search engine ads, permission campaigns Rich media, video interaction rates high Online channels compare favorably with traditional channels Most powerful marketing campaigns use multiple channels, including online, catalog, TV, radio, newspapers, stores Slide 7-10

Copyright © 2010 Pearson Education, Inc. Comparative Returns on Investment Figure 7.10, Page 467 Slide 7-11 SOURCE: Industry sources; author estimates.

Copyright © 2010 Pearson Education, Inc. The Costs of Online Advertising Pricing models  Barter  Cost per thousand (CPM) impressions  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 more expensive on CPM basis, but more effective Slide 7-12

Copyright © 2010 Pearson Education, Inc. Slide 7-13

Copyright © 2010 Pearson Education, Inc. Web Site Activity Analysis Figure 7.11, Page 472 Slide

Copyright © 2010 Pearson Education, Inc. The Web Site as a Marketing Communications Tool Web site as extended online advertisement Domain name:  First communication e-commerce site has with prospective customer Search engine optimization:  Register with as many search engines as possible  Ensure keywords used in site description match keywords likely to be used as search terms by user  Link site to as many other sites as possible  Get professional help Slide 7-15

Copyright © 2010 Pearson Education, Inc. Web Site Functionality Main factors in effectiveness of interface  Utility  Ease of use Top factors in credibility of Web sites  Design look  Information design/structure  Information focus Organization is important for first-time users, but declines in importance  Information content becomes major factor attracting further visits Slide 7-16

Copyright © 2010 Pearson Education, Inc. Factors in the Credibility of Web Sites Figure 7.12, Page 477 Slide 7-17 SOURCE: Based on data from Fogg, et al, 2003.

Copyright © 2010 Pearson Education, Inc. Slide 7-18 Table 7.9, Page 478

SEO Keywords Keywords are key  Think of the search terms your customers will be using  Use as Meta-tags, imbed in the online content and in the domain name  Examples Biker, Maine Biker, Maine Custom Chopper, Bobber, Old School Bikes, Aroostook County Choppers Group brainstorming & focus groups Tools  Google key word tools c= &ideaRequestType=KEYWORD_IDEAS#search.none c= &ideaRequestType=KEYWORD_IDEAS#search.none Copyright © 2010 Pearson Education, Inc. Slide 7-19

Get more (free) links to your page Register with search engines   Get linked in directories   Industry specific  Geographic specific Use social networking Sites  Put URL on walls Blogs  start your own blog Forums  use URL in your posting Provide content that other sites will index Copyright © 2010 Pearson Education, Inc. Slide 7-20

Copyright © 2010 Pearson Education, Inc. Slide 7-21 All rights reserved. No part of this publication may be reproduced, stored in a retrieval system, or transmitted, in any form or by any means, electronic, mechanical, photocopying, recording, or otherwise, without the prior written permission of the publisher. Printed in the United States of America. Copyright © 2010 Pearson Education, Inc. Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall