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Understanding E-Marketing: A Consumer Behavior Perspective

This insightful overview by Professor Jacques Nantel, Ph.D., explores the evolution of e-marketing and consumer behavior in the digital age. With increasing web accessibility, consumers are relying more on online platforms for information and purchases, embracing a multi-channel shopping experience. The report discusses the transition from mass marketing to relationship marketing, emphasizing personalization, optimization strategies, and effective advertising methods. It highlights key metrics such as CPM and CPC while providing practical tools for e-marketing success.

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Understanding E-Marketing: A Consumer Behavior Perspective

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  1. E-Marketing: A Consumer Behavior Perspective Professor: Jacques Nantel, Ph.D Director: RBC Financial group Chair in e-CommerceHEC MontréalMay 2006 

  2. World Wide • More and more people have access to the Web or other forms of e-commerce • More and more are seeking information through the Web before buying • More and more are actually buying on the Web

  3. Source: eMarketer Sept 2005

  4. But unlike what was thought 3 years ago • With some exceptions (music) the Web doesn’t belong to pure players • The Web doesn’t belong neither to conventional retailers • The Web is truly Multi-Channel

  5. Why are consumers active on the Web? • Accessibility • Diversity • Customization • Prices

  6. 2- Relationship Marketing versus Mass marketing

  7. Marketing through the Web • How to get known • Personalization and customization

  8. How to get known • Your name • External advertising • Organic optimisation • Paid optimisation • Web advertising

  9. How do consumers surf on the net while looking for a product or a service ? Source: The e-tailing group (April 2004)

  10. How do consumers surf on the net while looking for a product or a service ? 25% Source: The e-tailing group (April 2004)

  11. Optimisation on search engines • Organic • Paid

  12. Basics of search engine optimisation • Write good content • Use key Words (keyword, meta-tag) • Your domain name (URL) • Think about spelling • Write descriptive page titles • Use real headings • Use search engine friendly URLs • Get linked to • Use valid, semantic, lean, and accessible markup • Don’t try to fool the search engines

  13. Paid positions • There is a nominal, one-time activation fee for Google AdWords. After that, you pay only for clicks on your keyword-targeted AdWords ads, or for impressions on your site-targeted AdWords ads. You can control your costs by telling us how much you're willing to pay per click or per impression and by setting a daily budget for spending. For example, a new advertiser paying in USD can activate his/her AdWords account with just US$5.00, and can then choose a maximum cost-per-click (CPC) from US$0.01 - US$100.

  14. Basic tools • Web logs • http://www.alexa.com/ • http://www.wordtracker.com

  15. Personalization(Wind Jerry (2001) Journal of Interactive Marketing

  16. Personalization • Reduces acquisition costs • Increases loyalty • Increases AOV

  17. More than just transactions the Web is also a matter of information • On a site • Cookies • Password • Through consortiums (Double click) • Cookies • Ad Servers • Third parties • Microsoft Passport • N-case – 180Solutions - MetricsDirect

  18. What is done with it ? • Site Personalization • Cross Marketing • Affiliate marketing • Adapted advertising • http://www.180solutions.com/pages/advertisers.aspx

  19. Basic metrics • CPM • CTR • CPC • AOV

  20. Strategies are getting more focused

  21. More focused strategies

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