The internet and B2B marketing Ch 17 of De Pelsmacker et al (2001) Marketing Communications.

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Presentation transcript:

The internet and B2B marketing Ch 17 of De Pelsmacker et al (2001) Marketing Communications

The uses of cyberspace Angehrn 1997 Virtual Information SpaceVirtual Communication Space Virtual Transaction SpaceVirtual Distribution Space Web pages Product info Price Availability E-commerce Orders Payments Downloads File transfers Fulfillment Order-tracking Advertising Message boards

Search engine marketing Keyword analysis – Search Engine Optimisation –what words do potential customers use? –optimise the site design to ensure high listing Paid placement Pay per click –bidding against competitors for highest listing Domain names choice see Now more than 1/3 of online marketing budgets MarketingSherpa 2005

Web site design in Pelsmacker Content productivity –relevant, up-to-date, meeting needs Browse efficiency –ease of navigation Design efficiency –interpreted and understood correctly

Exchange level –interactivity Emotional attractiveness –entertainment value –speaks our language

Relationships on-line Communication –information –dialogue Differentiation –exclusive content and services for subscribers Personalisation –using cookies to recognise and personalise Reward

On-line communities e.g. user forum, message board Customer to customer communication added value for the website user Viral marketing feedback PR vehicle not an advertising medium

Effects on the value chain Disintermediation Depersonalisation Commoditisation Customer control of contact and content or re-intermediation or customisation or value-added differentiation or customer contact management

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