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Chapter 4 Marketing on the Web

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Chapter 4 Marketing on the Web

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  1. Chapter 4Marketing on the Web 2014/9/1 1

  2. 4.1 Web Marketing Strategies • Four Ps of marketing: Product Price Promotion Place

  3. 4.1 Web Marketing Strategies 2014/9/1 • Product-Based Marketing Strategies • Customer-Based Marketing Strategies 3

  4. 4.1.1 Product-Based Marketing Strategies • Business is selling products and services.

  5. 4.1.2 Customer-Based Marketing Strategies • Identify groups of customers who share common characteristics.

  6. 4.2 Trust and Media Choice First: Identify Customer; Second: Selection of Communication media The Web Personal Contact Mass Media Trust

  7. 4.2 Trust and Media Choice • People are likely ignore or feel tired about the mass media. • Remote control of TV. • In a passive state of mind, evaluate messages • In contrast, web users are far more likely in that mind. • Blog etc. (Web 2.0)

  8. 4.3 Communicating with Different Market Segments • Market Segmentation • Market Segmentation on the Web • Offering Customers a Choice on the Web

  9. 4.3.1 Market Segmentation • Geographic segmentation • Demographic segmentation • Psychographic segmentation

  10. 4.3.2 Market Segmentation on the Web • Present different store environments online. • Allow customer create their own stores.

  11. 4.3.3 offering customers a choice on the Web

  12. 4.4 Beyond Market Segmentation: Customer Behavior and Relationship Intensity • Behavioral segmentation: the creation of separate experiences for customers based on their behavior. • Usage-based market segmentation: customizing visitor experiences to match the site usage behavior patterns of each visitor or type of visitor.

  13. 4.4 Beyond Market Segmentation: Customer Behavior and Relationship Intensity

  14. 4.4 Beyond Market Segmentation: Customer Behavior and Relationship Intensity

  15. 4.4 Beyond Market Segmentation: Customer Behavior and Relationship Intensity • WEB MINING (Web 挖掘) 数据挖掘 (Data Mining)

  16. 4.4.1 Segmentation Using Customer Behavior • Customer behavior may in different ways at different times. • Behavioral segmentation. (occasion segmentation) Browser Buyer Shopper

  17. 考虑他们如何去产生收益是一个好方法来思考电子商务。考虑他们如何去产生收益是一个好方法来思考电子商务。 • P107第一句。 P107 ….模式。。。 和免费模式。 收费模式; 参差不齐;

  18. P147 第6点: 了解管理这家公司的人事组织。 • 获得总体的信息关于公司或组织。 P147 第五点, 第六点。 • 保单。 P147 第3点。 (英语翻译, 前后倒装)

  19. P151 第三点: 夸张的市场报告; (膨胀的?)(通货膨胀的) P151 第七点: 导航控件。 P151第八点: 测试可见度被监听在很小的范围。???, 航海标志控制;航行管制;文本知名度较小; P151 第九点: 削弱访问者的视觉;削弱色盲的浏览者的视力; P151 第十点:通过各种类型的站点带领可用的试验来可能给使用者导航。 性能实用性测试由站点用户驾驭通过几个站点的版本。 避免使用专业术语,游客可能不明白。 做网站时要为游客着想。 由潜在网站用户对网站的几个版本的浏览来进行可用性测试。

  20. 4.4.1 Segmentation Using Customer Behavior • Simplifiers • Surfers • Bargainers • Connectors • Routiners • Sportsters

  21. 4.4.2 Customer Relationship Intensity and Life-Cycle Segmentation • Awareness • Exploration • Familiarity • Commitment • Separation

  22. 4.4.3 Acquisition, Conversion, and Retention of Customers • Acquisition cost. • Conversion cost. • Retention cost.

  23. 4.4.4 Customer Acquisition, Conversion, and Retention: The Funnel Model • The wider the bottom of the funnel, the better the strategy: • That means: The more prospects are going to be converted into loyal customers. The funnel model can be used in planning marketing strategies by comparing the projected results shown in the diagram with the results for alternative strategies shown in separate diagrams. The funnel model can be used in planning marketing strategies by comparing the projected results shown in the diagram with the results for alternative strategies shown in separate diagrams. 漏斗模型可以被用来通过比较在流程图里显示的预计结果和在不同流程图里显示其他策略的结果的区别来进行营销策略的计划。 漏斗模型可以被用来通过比较在流程图里显示的预计结果和在不同流程图里显示其他策略的结果来进行营销策略的计划。

  24. 4.5 Advertising on the Web • Awareness: new product ( improvement product); • Exploration: encourage switching to that brand. • Familiarity: purchase specific products or receive salespersons calls. • Commitment: reminder messages. • Separation: N/A

  25. 4.5.1 Banner Ads

  26. 4.5.1 Banner Ads in three different ways. • Use a banner exchange network. • Place on the websites that appeal to one of the company’s market segments and pay them. • Use a banner advertising network. • Web 2.0 concept. (Adsense ).

  27. Measuring Banner Ad Cost and Effectiveness • Measuring mass media: measured by estimates of audience size, etc. (收视率). CPM= cost per thousand. • Measuring web audiences: • Trial visit • repeat visits • page view • ad view

  28. Four Ways to Increase Banner Ad Effectiveness • Introduce animated GIFs with moving elements. • Display rich media effects, such as movie clips. • Create banner ads that appear to be dialog boxes. • Design Skycraper ad

  29. 4.5.2 Other Web Ad Formats • Pop-up ads • Pop-behind ads • Interstitial ads • Rich media ads/active ads

  30. A banner ad in MSN, Yahoo costs $ 500,000 per day Business Week • Mouse focus. • Brainwaves ( eye moves ).

  31. 4.5.3 Site Sponsorships Bwin (online gambling) Milan Motorola ,pepsi  The Back Dorm Boys Acer  Jing Lei Xu’s blog

  32. 4.5.4 Effectiveness of Online Advertising • Properly targeted. using E-mail advertising.

  33. 4.6 E-Mail Marketing • A key element is to obtain customers’ approvals before sending them any e-mail that includes a marketing or promotional message.

  34. 4.6.1 Permission Marketing • Conversion rate. Percentage of recipients who respond to an ad or promotion. • Conversion rates / click-through rates • Send e-mails to responded recipients.

  35. 4.6.2 Combining Content and Advertising • Combine content with e-mail. (hyperlinks in e-mail, interested messages. • Coordinate across media outlets. • Consistent with e-mail ad, press releases, media ads, etc.

  36. 4.6.3 Outsourcing E-Mail Processing • 外包电子邮件处理业务

  37. 4.7 Technology-Enabled Customer Relationship Management • Clickstream. • Technology-enabled relationship management

  38. 4.7.1 CRM as a Source of Value in the Marketspace • Value chain model. • How information be a source of value? • Track and examine the behaviors of visitors, and use that information to provide customized, value-added digital products and services in the marketspace. • Find information easily  customize information  encourage the customer to buy.

  39. 4.8 Creating and Maintaining Brands on the Web

  40. 4.8.1 Elements of Branding • Differentiation. • Relevance. • Perceived value.

  41. 4.8.2 Emotional Branding vs. Rational Branding • Emotional branding  traditional media  passive mode customers. • Rational branding  web media  active mode customers

  42. 4.8.3 Brand Leveraging Strategies Google: Search engine. E-mail. gmail Instant Messenger. gmail Maps. googlemap Video (youtube). online office (word, excel.calendar). Photo management. picasa Input methods. Adsence. Google checkout. Online banking. Android mobile. Opensource projects.

  43. Alibaba. Alibaba.com B to B Taobao C to C Alimama. Paid commercial ads Alipay. Online payment. Yahoo! China Search engine, Portal. Alisoft online software.(ERP etc). 口碑网 点评美食,商家,品牌等。 web 2.0

  44. 4.8.4 Brand Consolidation Strategies

  45. 4.8.5 Costs of Branding • $8 m a year for maintaining the brand. (top 100 e-commerce sites). • Most of costs are for television, radio, print media. • Company’s URL should be included on product packaging and in mass media advertising on traditional ads.

  46. 4.8.6 Affiliate marketing Strategies

  47. 4.8.7 Virtual Marketing Strategies

  48. 4.9 Search Engine Positioning and Domain Names

  49. 4.9.1 Search Engines and Web Directories