Presentation is loading. Please wait.

Presentation is loading. Please wait.

Digital Marketing and e-Commerce: Buying and Selling on the Internet MKTG 437 Scott W. Flexo, Ph.D.

Similar presentations


Presentation on theme: "Digital Marketing and e-Commerce: Buying and Selling on the Internet MKTG 437 Scott W. Flexo, Ph.D."— Presentation transcript:

1 Digital Marketing and e-Commerce: Buying and Selling on the Internet MKTG 437 Scott W. Flexo, Ph.D.

2 Discussion E-Commerce: Shopping Online The "Digital Marketing" Purchase Decision Cycle: Marketing Digitally the 4Ps (Product, Price, Promotion and Place) Digital Marketing: Brand Engagement

3 Digital Marketing E-Commerce As marketers, we are focused on optimizing brand and product positioning, targeting, purchase and satisfaction/repeat purchases. The characteristics of the digital world uniquely affect how we do this. Here we investigate and explore the characteristics of online consumer buying behavior. Click Here for Data On e-Commerce!

4 Defining Digital e-Commerce Web 1.0: traditional buying and selling of goods and services, but on the Internet Web site is an extension of the bricks and mortar store-front or catalogue. Still consumers are motivated to shop online instead of at the store for unique reasons that only the online shopping experience provides "Why America Shops Online"

5 e-Commerce Benefit Segments Based on an exhausted analysis of consumer benefits, 7 e- Consumer benefit segments were identified Why America Shops Online!

6 Application to e-Commerce 6 Must design a new "online" shopping experience “Signage”Helping consumers locate your “web store” “Store Contact”Home page/portal design “Product Contact”Mass customization (mirco marketing) “Transaction”The fear of cyberspace “Consumption”Dealing with delayed gratification and online customer support

7 Old Marketing Rules One-Way Communication Interruption Model Appeals to masses Exclusively for selling products Based on limited campaigns Creative was most important

8 Defining Digital E-Commerce Web 2.0: Social e-Commerce in which social media applications enable online shoppers to interact and collaborate during the shopping experience. It's the digital answer to our desire as consumers to shop and to shop with others, but with the convenience of digital technologies. For marketers, Web 2.0 leverages social media to aid in the exchange process.

9 New Rules! Micro-targeting underserved audiences Marketing is more than ads You are what you publish Authenticity, not ad spin Participation, not propaganda Two way communication Deliver content at moment needed

10 THE PURCHASE DECISION CYCLE

11 The Purchase Decision Cycle Marketers seek to influences consumers at each stage in the purchase decision cycle. Problem Recognition Information Search Evaluation of Alternatives Purchase Post Purchase Web 2.0: Social e-Commerce uniquely influences each stage in the purchase decision cycle.

12 Step #1: Problem Recognition Helping consumers recognize there is a problem or need. Shared endorsements from friends Programmed reminders from e-Commerce sites GPS location based promotions Reminders from social sites

13 Step #2: Information Search Helping consumers find the options available to help them solve the problem. Influence impressions – tweets, opinions Queries and responses in social networks Ratings and reviews on sites Product and pricing info at web sites Wish lists, gift registries

14 Step #3: Evaluation Helping consumers narrow their consideration sets Brand/product comparison sites Recommendations (Past Purchase Lists) Top Lists (What Others Like You are Doing) Testimonials and Referrals (WOM)

15 Step #4: Purchase Helping consumers buy and receive their products. Network purchase facilitators (PayPal) Credit Cards (Visa, MC, AMEX) Social Gift Cards (Purchases/Delivered Online) E-Couponing (Groupon)

16 Step #5: Post-Purchase Helping consumers share their experiences with company and others. Sharing of posts in email other activity streams Ratings and reviews on review sites Comments at company sites Blogging and micro blogging

17 Learning Activity: Due Next Class Pick a recent online product or service purchase and write an essay describing the purchase process. Describe your purchase in terms of each step in the online purchase cycle as described in the lecture Examples are “Problem Recognition” where, when and how did you learn that you needed something? “Search” where did you search and why. Etc.

18 Questions? Digital Marketing and e-Commerce: Buying and Selling on the Internet Next: Discussion: Branding in the Digital Age


Download ppt "Digital Marketing and e-Commerce: Buying and Selling on the Internet MKTG 437 Scott W. Flexo, Ph.D."

Similar presentations


Ads by Google