1 / 22

Maximizing Internet Marketing Benefits: A Comprehensive Guide

Explore the vast world of internet marketing, from E-commerce to IMC strategies. Discover the advantages, disadvantages, and key components of online purchases while diving deep into brand loyalty and sales support. Get insights into top cyber categories and international E-commerce challenges. Learn how to create effective incentives, drive traffic to new websites, and leverage the power of the internet for your business success.

aubrianna-carrillo
Download Presentation

Maximizing Internet Marketing Benefits: A Comprehensive Guide

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. Week 16 - Internet • High creativity • Short lead time to change ads • Simplicity of segmentation • High audience interest • Easy to directly measure impact Advantages Disadvantages • Clutter • Difficult to buy ad space • Reach only computer users • Low intrusion value • Hard to retain interest of surfers

  2. Direct mail • Lands in hands of person who opens the mail and makes the purchase decisions. • Response rate averages 2.5%. • Disadvantages are clutter and costs. • Used heavily in business-to-business

  3. Alternative media • Leaflets and brochures • Ads on carry-home bags • Ads on clothing and caps • Ads on movie trailers • Yellow pages • Ads sent by fax • Video replay and signage at sporting events • Ads on walls in airports, subway, etc. • Guerilla marketing • Product placements

  4. Internet marketing • Huge Internet growth in last decade • Daily Internet access • Communication • Voice over Internet Protocol (VoIP) • Web blogs • Internet retail sales • $144 billion • 7% of global retail sales

  5. Functions of the Internet • Advertising • Sales support • Customer service • Public relations • E-commerce

  6. E-Commerce • Selling products over the Internet • Entry into e-commerce • Trend of future • Fad • Alternative mode of shopping • Source of information for shoppers

  7. Top cyber categories • Travel • Office, home, garden • Computer hardware/software • Apparel • Automotive • Consumer electronics • Food & beverages

  8. E-Commerce components • Catalog • Shopping cart • Payment procedure

  9. Online purchases • Security concerns • False credit card charges • Fraud • Identity theft • History & advertising • Purchase habits • Incentives

  10. E-Commerce incentives • Financial incentives • Convenience incentives • Value incentives

  11. Online financial incentives • First-time purchases • Repeat purchases • Cyberbait • Effective incentives • Free shipping & handling • Dollar discounts • Free gifts • Must be meaningful • Change periodically

  12. Convenience incentives • Time • Update and change website • Easy to locate merchandise • Convenience services

  13. Value incentives • Change long-term purchase habits • Personalize shopping • Examples • Available only online • Free online courses • Free information

  14. Business-to-Business E-Commerce • Re-buy situations • Brand name recognition • Requires incentives • Financial • Convenience • Value • Online exchanges and auctions • Store or warehouse locator

  15. International E-Commerce • Global sales capabilities • Areas to address • Communication barriers • Cultural differences • Shipping • Internet capabilities • Payment procedures • Security • Websites in different languages • Call centers in different countries

  16. IMC and the Internet • Important component of IMC • Communication between departments • Marketing • Human resources • Production • Information technology • Call centers • Shipping departments

  17. Drivers to new websites • Internet search engines • Word-of-mouth • Internet banners • Television ads • Print ads • Cross-references • Product packaging • POP

  18. IMC and the Internet • Search engine key words • Online advertising • E-mail advertising • Blogs • Off-line advertising

  19. Branding and the Internet • Brand image • Website support of image • Cyberbranding • Brand spiraling • Halo brand effect

  20. Brand loyalty and the Internet • Brand loyal consumers • Communication is key • Make shopping pleasurable • Establish one-to-one communications • Personalized information • Niche customers

  21. Sales support and the Internet • Information for sales staff • Client information • Product information • Company information • Information for customers • Prospecting • Qualifying prospects • Gathering information

  22. Customer service and the Internet • Cost-effective method • Easy-to-use website • Alternative communication • Discussion groups • Chat rooms • Blogs • Access by businesses • Access by manufacturers • Response time

More Related