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Chapter 11 Marketing On Internet

Chapter 11 Marketing On Internet. Day 16. Day 16 Agenda. Assignment #5 DUE Quiz 3 will be on April 5 Chap 8-12 15 M/C (60 Points), 4 Short Essay (40 Points) Extra credit --- What is the derivation of the name “cookie” used by Internet Browsers? Assignment #6 on next slide

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Chapter 11 Marketing On Internet

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  1. Chapter 11Marketing On Internet Day 16

  2. Day 16 Agenda • Assignment #5 DUE • Quiz 3 will be on April 5 • Chap 8-12 • 15 M/C (60 Points), 4 Short Essay (40 Points) • Extra credit --- What is the derivation of the name “cookie” used by Internet Browsers? • Assignment #6 on next slide • Start discussion on E-marketing

  3. Assignment #6 • Only two more to Go! • Two to Four page paper (450-900 words) on the Pros and Cons on SPAM (mass e-mails not the mystery meat in the can) • 12 point typeface double spaced • Cite at least two references (magazines, newspaper or book ~not Web) • One pro • One con • Use footnotes • In conclusion, give your opinion on SPAM • Due March 29 at beginning of class

  4. Marketing on Internet: Objectives OBJECTIVES • Pros & Cons of Online Shopping • Internet Marketing Techniques • E-Cycle of Internet Marketing • Marketing Your Presence • Attracting Customers to Site • Tracking Customers

  5. Pros Sorting through choices Vast product selection Quick comparison of products Cons Experimental information might be necessary E.g. perfumes, clothes Delivery of products might be cumbersome E.g. lumber Marketing on Internet: Pros & Cons of Online Shopping ONLINE SHOPPING

  6. Marketing on Internet: Pros & Cons of Online Shopping REASONS FOR GOING ONLINE • Establish presence • Serve your customers • Heighten public awareness • Share time-sensitive information • Impact to stock market? • Sell goods • Answer important questions

  7. Marketing on Internet: Pros & Cons of Online Shopping REASONS FOR GOING ONLINE (Cont’d) • Stay in touch with field personnel • Market at international level • Serve at local market • Market specialized products • Reach the youth market • 25 and under live on the web

  8. Marketing on Internet: Internet Marketing Techniques INTERNET MARKETING TECHNIQUES Pull to Push Continuum PASSIVE AGGRESSIVE Providers of Information Site registered with many search engines Specialized services to users requesting information Specialized email to users requesting periodic information Offline Advertising Banner Advertising Targeted Emails to Past Customers SEO-http://www.seochat.com/ Spam Mail Chain Mail Advertising

  9. Marketing on Internet: Internet Marketing Techniques FORMULA SNI = Consideration Gap X Site-to-Product Affinity Consideration Gap • = Price/Purchase Frequency • Intensity of pre-purchase deliberation Site-to-Product Affinity • =Sales viability + Research intensity + configurability + Service level • Ability to deliver online experience correlated to the product/service

  10. Marketing on Internet: Internet Marketing Techniques FORMULA (Cont’d) Whereby • Price = How expensive the product compared with other household purchase? • Purchase frequency = How often does the household purchase the product? • Service level = How much customer service does the product need online? • Research intensity = How research-intensive is the purchase decision? • Configurability = How customizable is the product? • Sale viability = How viable are online sales of the product?

  11. SNI for common products SNI = (price/freq)*(Service + Research + Config. + Viability)

  12. Aggressive Marketing Techniques • Spam • Assignment question • Pop-ups • Between Jan and July 2002 11.3 billion popup ads appeared on the internet • 687 million from Orbitz.com • One billion from X10 Wireless • 32.8 % reach based on pop-up advertising alone • Became the most visited site on the Internet • ISP’s make extra revenue blocking Pops-up • (and sometimes by creating them)

  13. Marketing on Internet: E-Cycle of Internet Marketing E-CYCLE OF INTERNET MARKETING • Planning • Product • Pricing • Place • Promotion • Customer Personalization

  14. Marketing on Internet: E-Cycle of Internet Marketing BUSINESS PLANNING • Business Plan • Written document identifying your business goals & how you will achieve them • Elements • Mission / Vision • Product • Competition • Target audience • Marketing • Sales plan • Operations • Technology • Resources • SBA www.sba.gov • SCORE www.score.org

  15. Marketing on Internet: E-Cycle of Internet Marketing PRODUCT & PRICING • Product • Emphasize on viability, quality & integrity • Physical vs. Service • Pricing • Frequent purchase plans • On-line auctions

  16. Marketing on Internet: E-Cycle of Internet Marketing PLACE • Exchange of information between businesses and delivery companies • Ensure prompt delivery of physical goods to customers • Related to fulfillment • Internet • A delivery channel for digital products • Cheap, fast, effective • Possibility of tapping / theft of digital data

  17. Marketing on Internet: E-Cycle of Internet Marketing PROMOTION • AIDA • Attention, interest, desire, and action • Get prospective visitors’ attention • Create interests in a product • Build a desire in the product • Get them to purchase product (action) • Banners • Internet ads • Cheap & fit traditional ad-agency formula

  18. Marketing on Internet: E-Cycle of Internet Marketing PERSONALIZATION • Combination of Promotion & Product • For customers to receive personalized information • ‘Artificial Intelligence’ incorporated into Internet Marketing

  19. Marketing on Internet: E-Cycle of Internet Marketing MARKETING IMPLICATIONS • Content • Dynamic & Attractive Sites • Brands • Get to the Point • Promotion • Online Events • Free Giveaways • Consistency

  20. Marketing on Internet: Marketing Your Presence PROMOTING YOUR SITE ON YOUR SITE • Begins with domain name • Encourage repeat site visits • Update site content • Share with your visitors any new awards • Use promotional giveaways, contests, etc.

  21. Marketing on Internet: Marketing Your Presence PROMOTING YOUR SITE ON THE WEB • Search engines & directories • Stand out from other sites • Brainstorm keywords for robot search • Ensure the site design is flawless before submitting to search engines

  22. Marketing on Internet: Marketing Your Presence PROMOTING YOUR SITE ON THE INTERNET • Use emails to contact registered customers • Use news groups and mailing lists

  23. Marketing on Internet: Attracting Customers to Site ATTRACTING CUSTOMERS TO SITE • Keeping site content current • Offering free information or products • Offer a free service as a way to entice customers online for B2B • Implementing cross-selling strategy • Ensuring easy and quick navigation • Introducing event marketing • Enlisting affiliates

  24. Marketing on Internet: Attracting Customers to Site ATTRACTING CUSTOMERS TO SITE (Cont’d) • Cultural Differences • How to market to local customers • Predicting Buying Behavior • Save time • Young, educated, and wealthier population

  25. Marketing on Internet: Attracting Customers to Site PERSONALIZATION • Identification • Determining buyers’ buying pattern • Marketing attractive products • How to add personalization • Keywords • Collaborative filtering • Rule-based

  26. Marketing on Internet: Tracking Customers TRACKING CUSTOMERS • Gathering web data • Log files • Forms • Cookies • Persistent vs. Session • Clickstream data analysis • Role of shop bot • Searches sites to compare prices

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