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Part Four Using Technology And Information To Build Customer Relationships

Part Four Using Technology And Information To Build Customer Relationships. Chapter 8 E-Marketing And Customer Relationship Management. Objectives. Define electronic marketing and commerce and recognize increasing importance in strategic planning

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Part Four Using Technology And Information To Build Customer Relationships

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  1. Part FourUsing Technology And Information To Build Customer Relationships

  2. Chapter 8E-Marketing And Customer Relationship Management

  3. Objectives • Define electronic marketing and commerce and recognize increasing importance in strategic planning • Understand characteristics of electronic marketing and differentiate them from traditional marketing • Examine how characteristics of electronic marketing affect strategy • Understand how electronic marketing and information technology facilitate customer relationship management • Identify legal/ethical considerations in electronic marketing

  4. Electronic Marketing • E-commerce – conducting business through telecommunications networks • E-marketing – creating, distributing, promoting, and pricing products for targeted customers over the Internet E-Commerce Analysis Tools Electronic Economy In Perspective

  5. Consumer-GeneratedElectronic Marketing • Desire to learn about consumers’ opinions and experiences • Increased ability to exchange information between consumers

  6. Blogs Web-based journals in which people can editorialize and interact with other Internet users. The State of Blogging

  7. Wikis Software that create an interface that enables users to add or edit the content of some types of websites (also called wikis or wikipages). Wikipedia.org

  8. Technologies That ProvideConsumers Marketing Information

  9. Characteristics OfElectronic Marketing • Addressability • Interactivity • Memory • Control • Accessibility • Digitalization

  10. Addressability A marketer’s ability to identify customers before they make a purchase.

  11. Cookie An identifying string of text stored on a website visitor’s computer. What is an Internet cookie?

  12. Interactivity The ability to allow customers to express their needs and wants directly to the firm in response to the firm’s marketing communications.

  13. Community A sense of group membership or feeling of belonging by individual members.

  14. Memory The ability to access databases or data warehouses containing individual customer profiles and purchase histories and use these data in real time to customize a marketing offer.

  15. Companies like Iomega provide software to help create memory for saving data Reprinted with permission from Iomega Corporation

  16. Database A collection of information arranged for easy access and retrieval. Data Mining

  17. Control Customers’ ability to regulate the information they view and the rate and sequence of their exposure to that information.

  18. Portal A multiservice website that serves as a gateway to other websites.

  19. Accessibility The ability to obtain information available on the Internet.

  20. Digitalization The ability to represent a product, or at least some of its benefits, as digital bits of information

  21. E-Marketing StrategiesAnd Considerations • Product • Computers and related accessories biggest seller online • Customized orders • Services growing • Distribution • Order processing • Synchronization • Promotion • Augments traditional forms • Consumer in control • Pricing- More consumer information

  22. Types OfAdvertising On Websites

  23. CustomerRelationship Management • Database Marketing • Customer Lifetime Value • Technology Driven • Customer support • Call-center software • Customer Satisfaction

  24. Elements OfDatabase Marketing • Identify/build database • Differentiate messages to consumers • Track relationships Database Marketing Overview

  25. Types Of Databases

  26. Questions For CLV • Which customers receive preferential treatment? • What channels used to interact with customer? • Timing of offering to customer? • Which are good prospects? • Allocation of resources? • Method of monitoring customers?

  27. Technology Drives CRM • Customer Contact Points • Telephone • Fax • Online • Personal • Data Analysis • Customer support/call-center software • Sales automation software

  28. Customer Satisfaction and CRM CRM is about relationships, not technology • technology can help build long-term relationships

  29. Legal/Ethical IssuesIn E-Marketing • Privacy • Spam- unsolicited commercial e-mail

  30. Goods And ServicesMarketed Through Spam Source: Ferris Research, in “Spam for Everyone,” The New York Times, Jan. 31, 2005, www.nytimes.com.

  31. AMA Code Of Ethics For Marketing On The Internet

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