Internet Marketing “The right choice” BUSIP Program – 1 June 2005 Fred Pursell

Internet marketing learning objectives Explore how the Web is being used to build brands and customer relationships. Examine online promotional strategies and tactics, what’s working and why or why not. Evaluate ways to integrate Internet marketing with traditional marketing vehicles.

Marketing planning is critical to success Planning is everything. The plan is nothing.

Forward integration to the customer Disintermediation = a trend involving product and service producers by-passing intermediaries and going directly to final buyers, or engaging with new and emerging types of channel intermediaries that are displacing traditional players.

Market development and customer support

Do you know your marketing gurus? “In the future, all goods and services will be packaged to the taste of individual consumers.”

The customer is king Marketing is all about understanding the customer.

Content is king? Customer-focused Web content is useful, timely, and relevant – as defined by the user.

User-centric Web design is king The promise of the Internet is user control.

The practice of simplicity Web usability design = convenience, ease of use, and efficiency.

Consumers rejected early online promotion Banner Ads Pop-up Ads “intrusive” “irrelevant” “distracting” Animation

Topics for today’s class Keys to online marketing success Amazon case study discussion – continued Integrating Web usability principles and techniques with online marketing Web usability design and marketing discussion

Keys to online marketing success Permission-based marketing Personalization Purchasing process automation User-centered design Value-added content Affinity programs Web metrics Integrated marketing communications

The practice of simplicity Web usability design = convenience, ease of use, and efficiency.

Why people use the Internet ObjectivesBenefitsValue ContentConvenienceInformation CollaborationEase of useResources CommerceEfficiencyTools Web-user Needs

How people use the Internet Task-focused product searches Enrichment-based learning searches CommerceContent Community Interaction-directed resource searches LIFESTYLE Web-user Behavior

Lifestyle drives Web traffic Travel & Vacation Health & Fitness Community Involvement Crafts & Hobbies Entertainment & News Personal Growth Spirituality & Values Work Productivity Financial Well-being

Evaluating Web Usability Heuristic reviews Web usability testing Paper prototyping Concept and design reviews Online surveys User feedback mechanisms Online polls

Best practices for Web usability design Home Page Clarity Page Title Clarity Copy “Scannability” Screen Real Estate Usage Home Page Accessibility Text and Background Contrast Used and Unused Link Differentiation Visibility of Links Download Speed

Prioritizing Web usability issues 1 – Cosmetic: will not affect usability of the site, fix if possible 2 – Minor: user can easily work around the problem, low priority fix 3 – Medium: users stumble on this, but adapt quickly, medium priority 4 – Major: users have difficulty, mandatory fix before site release, or ensure site provides feedback mechanism 5 – Catastrophic: users unable to perform tasks, high priority fix, mandatory to ensure site effectiveness

Big challenges launching products online Internet advertising techniques are not working Consumers want solutions …not product offers Lifestyle needs & passions drive site traffic Buying behavior integrates online & offline activities Speed & resource requirements limit partners’ roles

Web usability & marketing discussion 1) What is permission marketing, and what is new about this concept? 2) How does usability design help companies to execute permission marketing strategies? 3) What examples of usability design and permission marketing do you see on Amazon?

It’s great having you in my class. Thank you everyone!