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SECTION 4: E-Business examples

SECTION 4: E-Business examples. Personalisation and Online Marketing: MYTHS AND THESES Source: Tim Walters, 2005. The Bottom Line.

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SECTION 4: E-Business examples

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  1. SECTION 4: E-Business examples

  2. Personalisation and Online Marketing: MYTHS AND THESESSource: Tim Walters, 2005

  3. The Bottom Line • A hotel sales office will have substantially different telephone conversations with a business person looking for conference facilities, a bride-to-be planning her honeymoon, and a retired couple returning to the area for the sixth time. • The likelihood of converting the caller will depend significantly on the ability to recognize and respond to each caller’s specific desires and dislikes. • So why should web sites present the same information to all site visitors?

  4. MYTH 1 • Wesellproducts and services

  5. Fact: Online, All That Matters Is Information

  6. Thesis #1 • Popular conception: The Internet introduces new ways of communicating that entirely exceed the grasp of mankind as we know it. • Reality: Successful online sales and conversion depends on establishing „old fashioned“personalized communication. • The goal is to mimic personalised, in-store experiences.

  7. Most Companies Still Use the Web to “Display” • According to Jupiter research study (2004), 76% of Web sites: • Simply display information, delivering the same content to all visitors • Cannot address the needs, goals, and characteristics of specific target audiences • Have few if any measurable success criteria

  8. Advantages of Online Marketing • Why is the Web the ideal marketing channel? • Targetable • Reach global and niche markets • Target content and experiences to specific segments • Measurable • Easily track and measure results • Get immediate feedback • Dynamic • Quickly launch campaigns • Change messages and offers on the fly

  9. Online rule #1 • Customers know what they want. Your job is to let them have it • Every customer has unique needs + they know what they want. Your job is:  Personalised, targeted messages for different visitor segments

  10. Customer Demands Source: Forrester (2005) • More content! • With increasing levels of context (segment, device, location, role, time) . • In order to drive more meaningful interactions • Meaningful means: • Personalised • Individualized • Interactive • Dynamic

  11. Content Is Royal, But Context Is King • Display different content based on: • Conversion level • Lookers • Buyers • Past customer • Refering partner • Geography • CRM profile (explicit) • Site usage history (anonymous)

  12. MYTH #2 • I can‘t do personalisation, because I don‘t have a deep customer database • (Or: Because people won‘t register on my site)

  13. Incentives –Offer Value to Receive Valuable Information

  14. Other Simple Profile Based Targeting • From refering site (i.e. Brides.com) • Based on site path analytics (If Suite + WAP, then show business promos) • From language selection

  15. Adding Value as an Intermediary • Widest choice (coverage, ratings, experience, etc) • Exceptional user experience (simple, design, etc) • Great technology (algorithm, search, etc) • Best prices & availability (benchmarking, guarantees, etc) • Guest generated content (scores, reviews, etc) • Special offers (deals, promotion, emails, etc) • Supporting promotion (offline, online, emails, etc) • Offering alternate channels • Quality customer service processes • Loyal customers (right hotel/right price)

  16. Customer Access and Products • Consumers are looking for:􀂉 • Price • Value • Choice • Inspiration/Research • Convenience • …and expect Service and Trust! • Online Consumers access via: • General Search Engines • Meta-Search Engines • Full-Service Travel Sites

  17. Change brings Opportunities The change in consumer buying habits: • Consumers are becoming more independent • Consumers demand control, choice, flexibility, value • Consumers expect to quickly find clear price/buy option in real-time • Consumers are increasingly buying online….. • Creates more opportunities for the smart retailer to: • Increase customer base via access to range of products with choice-value-flexibility • Offer better price options with opaque pricing • Provide suppliers with access to a huge e-customer base and e-process savings • Improve return in stand alone components under margin pressure • Deliver price, value, choice, convenience and service through scale

  18. E-Business examples (2)

  19. Most Relevant Content to Hilton Hotels Customers What content is most relevant to your particular customers? • Images, Images, Images • Descriptive Content –examples • Leisure facilities • Blackout Curtains • Car Parking • Restaurant & Bar • Menus • Meeting & Conference Facilities • Destination Content • Maps • Driving Directions • The Brand “feel”of the content

  20. What content can you display on your website that you can't deliver through other channels? • Global list of hotels • Rates and availability by hotel, and by region, • Images and descriptive text at the control of the user • Depth, Convenience, Richness & User Experience • Clickable maps • Driving directions • 360 degree tours • Factsheets

  21. Culturally Relevant eCommerce Offerings • How can you make your e-commerce offerings culturally relevant for a global marketplace? • Understand cultural relevance versus Location, Price, Service, Brand,Products • Know your Markets. Titles –Nordic & Japan. Branding • Understand & measure online customer behaviour & conversion through accurate web-metrics • Test sensitivity to marketing campaigns over time

  22. 5. Develope survey capability in your websites 6. Understand your competitors –and your customer’s views of them, in different markets. • Ensure you have mechanisms in place to gather, and act on local customer feedback from all of your markets. • Clickstream & Referrer analysis • The challenge is to iteratively present your products, and brand, in a way that is both personal and relevant to your online customer

  23. Recommendation systems • Recommondation systems help customers make more informed decisions in less time • Recommendation systems allows to build customized packages (e.g. mass-customization and personalization) • The site asks users to indicate their needs and constraints (e.g. preferences, interests, budget,) by selecting the options available under a list of questions (Source: Electronic Commerce 2008)

  24. Recommendation systems II • The system then compares the user inputs with attributes of a list of available products and services in the database • By exploiting content-based recommendation technology, it is possible for company to achieve a higher browser-to-buyer conversion rate

  25. Mobile Marketing • Mobile marketing covering two key areas of activity: 1. Mobile Customer Service • Mobile customer services embraces a whole host of activities designed to improve or augment the customer service provided by a brand or business to its customersvia the mobile phone.

  26. Mobile marketing 2. Mobile Sales Promotion • In mobile sales promotion campaigns, mobile is most often used as the response mechanism to an offer publicised via other media. • In a ‘text & win’ campaign for example, a brand may run a competition to win a car on special packs of the brand in supermarkets.

  27. Mobile cases • Car insurance company Solus Norwich Union provides an SMS alert service to inform customers of the progress of repairs on their cars. • DataServe UK enables its customers to read their own gas and electricity meters and text the reading in to the company, resulting in savings which can be passed back to customers.

  28. Mobile Marketing: WHY DOES SMS MAKE BUSINESS SENSE? • Real time delivery: A SMS is typically delivered within seconds and therefore valuable for time critical information • High reach: The number of people with a mobile device in their hand, is growing at an exponential rate globally • High response rates: SMS enjoys a higher response rate than email as it is targeted and personal, and is less invasive than a telephone call • Cost effectiveness: SMS makes the most financial sense, especially for SMEs wanting to communicate with an audience on the move. Bulk buying lowers the cost even more. • Automation: integration with your existing operational software and systems is easy, and SMS sending can be automated • Trackable ROI: reporting allows you to determine exactly how effective you campaigns have been Source: Clickatell, 2007

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