ELC 200 DAY 17

2 Chapter 11 Marketing On Internet

Awad –Electronic Commerce 1/e © 2002 Prentice Hall Day 17 Agenda Assignment #6 Due Next Class Assignment #5 Corrected –Mixed results –5 A’s, 5 B’s, 1 C. 4 D’s, 2 F’s and 2 non-submits 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? Finish discussion on E-marketing

Awad –Electronic Commerce 1/e © 2002 Prentice Hall Assignment 5 State Farm Insurance – Wachovia Bank – FedEx – First National Bank of South Miami –

Awad –Electronic Commerce 1/e © 2002 Prentice Hall PERSONALIZATION Combination of Promotion & Product For customers to receive personalized information ‘Artificial Intelligence’ incorporated into Internet Marketing Marketing on Internet: E-Cycle of Internet Marketing

Awad –Electronic Commerce 1/e © 2002 Prentice Hall MARKETING IMPLICATIONS Content Dynamic & Attractive Sites Brands Get to the Point Promotion Online Events Free Giveaways Consistency Marketing on Internet: E-Cycle of Internet Marketing

Awad –Electronic Commerce 1/e © 2002 Prentice Hall 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. Marketing on Internet: Marketing Your Presence

Awad –Electronic Commerce 1/e © 2002 Prentice Hall 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 Marketing on Internet: Marketing Your Presence

Awad –Electronic Commerce 1/e © 2002 Prentice Hall PROMOTING YOUR SITE ON THE INTERNET Use s to contact registered customers Use news groups and mailing lists Top Ten Online Marketing Dirty Deeds Marketing on Internet: Marketing Your Presence

Awad –Electronic Commerce 1/e © 2002 Prentice Hall 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 Marketing on Internet: Attracting Customers to Site

Awad –Electronic Commerce 1/e © 2002 Prentice Hall ATTRACTING CUSTOMERS TO SITE (Cont’d) Cultural Differences –How to market to local customers Predicting Buying Behavior –Save time –Young, educated, and wealthier population Marketing on Internet: Attracting Customers to Site

Awad –Electronic Commerce 1/e © 2002 Prentice Hall PERSONALIZATION Identification Determining buyers’ buying pattern Marketing attractive products How to add personalization –Keywords –Collaborative filtering –Rule-based Marketing on Internet: Attracting Customers to Site

Awad –Electronic Commerce 1/e © 2002 Prentice Hall TRACKING CUSTOMERS Gathering web data –Log files –Forms –Cookies Persistent vs. Session Clickstream data analysis Role of shop bot –Searches sites to compare prices Marketing on Internet: Tracking Customers