Implementing Interactive Marketing Multichannel Marketing Management 6218.

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Presentation transcript:

Implementing Interactive Marketing Multichannel Marketing Management 6218

SEVEN CYCLES. ONE BIKE. YOURS. 21-2

CREATING CUSTOMER VALUE, RELATIONSHIPS, AND EXPERIENCES IN MARKETSPACE CUSTOMER VALUE CREATION IN MARKETSPACE  Marketplace  Marketspace Form Utility Possession Utility Place & Time Utility

Trend in online shoppers in the U.S.

Trend in online retail sales revenue in the U.S.

CREATING CUSTOMER VALUE, RELATIONSHIPS, AND EXPERIENCES IN MARKETSPACE INTERACTIVITY AND INDIVIDUALITY IN MARKETSPACE  Interactivity  Individuality Collaborative Filtering  Interactive Marketing Interactive Marketing  Choiceboard Choiceboard M&Ms

CREATING CUSTOMER VALUE, RELATIONSHIPS, AND EXPERIENCES IN MARKETSPACE INTERACTIVITY AND INDIVIDUALITY IN MARKETSPACE  Personalization Personalization  Permission Marketing Permission Marketing Opt-Out Opt-In 21-7

Seven website design elements that drive customer experience

CREATING CUSTOMER VALUE, RELATIONSHIPS, AND EXPERIENCES IN MARKETSPACE CREATING AN ONLINE EXPERIENCE  Customer Experience Content Context  Functional  Aesthetic Customization

CREATING CUSTOMER VALUE, RELATIONSHIPS, AND EXPERIENCES IN MARKETSPACE CREATING AN ONLINE EXPERIENCE Communication Commerce Community  Customer Experience Connection

USING MARKETING DASHBOARDS Sizing Up Site Stickiness at Sewell Automotive Companies Average Time Spent per Unique Monthly Visitor = × Average Time Spent per Unique Monthly Visitor (minutes) Average Visits per Unique Monthly Visitor Average Time Spent per Visit (minutes)

ONLINE CONSUMER BEHAVIOR AND MARKETING PRACTICE IN MARKETSPACE WHO IS THE ONLINE CONSUMER?  Online Consumers Online Consumers  Online Consumer Lifestyle Segmentation Click-and-Mortar Hunter-Gatherers Brand Loyalists Time-Sensitive Materialists Hooked, Online, and Single Ebivalent Newbies

GOING ONLINE Are You a Roving Node or a Drifting Surfer?

MARKETING MATTERS Meet Today’s Internet Mom

ONLINE CONSUMER BEHAVIOR AND MARKETING PRACTICE IN MARKETSPACE WHAT ONLINE CONSUMERS BUY  Product Information  Audio/Video Demos  Digital Items  Unique Items  Convenience Items  Standardized Items

Estimated percentage of online retail sales by product/service category: 2010 and 2015

Trend in online retail sales revenue in the U.S. The Threat Threshold for Physical Retailers

How Fast is Your Industry Moving Online? Harvard Business Review December 2011 Scale: 5 = High 1 = Low Online competition increases as online prices, selection, convenience and customer trust improve.

Why consumers shop and buy online

ONLINE CONSUMER BEHAVIOR AND MARKETING PRACTICE IN MARKETSPACE WHY CONSUMERS SHOP AND BUY ONLINE  Convenience Bots Offering Selection  Choice Choice Assistance Eight-Second Rule

ONLINE CONSUMER BEHAVIOR AND MARKETING PRACTICE IN MARKETSPACE WHY CONSUMERS SHOP AND BUY ONLINE  Communication Chat Rooms, Messaging, Social Networks  Customization Customerization Marketer-to-Consumer s Consumer-to-Marketer Requests

ONLINE CONSUMER BEHAVIOR AND MARKETING PRACTICE IN MARKETSPACE WHY CONSUMERS SHOP AND BUY ONLINE  Communication Blog Spam CAN-SPAM Act Web Communities

ONLINE CONSUMER BEHAVIOR AND MARKETING PRACTICE IN MARKETSPACE WHY CONSUMERS SHOP AND BUY ONLINE  Communication Buzz Viral Marketing  Embed a Message  Create Compelling Content  Offer Incentives

ONLINE CONSUMER BEHAVIOR AND MARKETING PRACTICE IN MARKETSPACE WHY CONSUMERS SHOP AND BUY ONLINE  Cost Dynamic Pricing Cookies  Control Behavioral Targeting

MAKING RESPONSIBLE DECISIONS Who is Responsible for Internet Privacy and Security? Truste

ONLINE CONSUMER BEHAVIOR AND MARKETING PRACTICE IN MARKETSPACE WHEN ONLINE CONSUMERS SHOP AND BUY  Monday - Friday  8:00 AM5:00 PM to

CROSS-CHANNEL SHOPPERS AND MULTICHANNEL MARKETING WHO IS THE CROSS-CHANNEL SHOPPER?  Cross-Channel Shopper Cross-Channel Shopper Compare Products Among Retailers Obtain Information Not in Stores Reduce Trips to Multiple Retail Locations

CROSS-CHANNEL SHOPPERS AND MULTICHANNEL MARKETING IMPLEMENTING MULTICHANNEL MARKETING  Transactional Websites Cannibalization Channel Conflict  Multichannel Marketing

CROSS-CHANNEL SHOPPERS AND MULTICHANNEL MARKETING IMPLEMENTING MULTICHANNEL MARKETING Interactive Experiences  Promotional Websites Separate Websites for Each Brand Support Traditional Marketing Channel

Implementing multichannel marketing with promotional websites

CROSS-CHANNEL SHOPPERS AND MULTICHANNEL MARKETING IMPLEMENTING MULTICHANNEL MARKETING IMC 2 Brand Sustainability Map ™

Search Engine Marketing Key Words  Search Engine Marketing Paid Search Structure of Websites  Search Engine Optimization Use of Trigger Words in Website Copy