Internet Marketing - Poitiers Internet Marketing and Web Design Marketing Stream ESCEM, Poitiers – September 22-26, 2003 Guest Professors: Marty Huisman Tom Leuchtner

Internet Marketing - Poitiers Session 9: Business Plan Presentations, Workshop

Internet Marketing - Poitiers End Session 9: Business Plan Presentations, Workshop

Internet Marketing - Poitiers The (online) purchasing process Identified need Information Evaluate Choose Purchase How should my site support the customer in this process?

Internet Marketing - Poitiers Session 10: Website Evaluation

Internet Marketing - Poitiers End Session 10: Website Evaluation

Internet Marketing - Poitiers Session 11: Website Prototype Workshop

Internet Marketing - Poitiers End Session 11: Website Prototype Workshop

Internet Marketing - Poitiers Competing Against the Net Selective price discounts –Bricks and mortar merchants can offer discounts for products that can also be bought online Concentrating attention on late adopters of technology –Some consumers have a lot of fear, uncertainty and doubt about the online shopping experience –This slows their defection to new online outlets Retailer Responses to the eCommerce Challenge

Internet Marketing - Poitiers Competing Against the Net Creating and staging experiences Pine and Gilmore stress that the economy is evolving toward experienced-based value Retailers function less as sellers of products than as stagers of events Retailer Responses to the E-Commerce Challenge Stage Experiences Deliver Services Make Goods Extract Commodities MarketPremium Pricing Undifferentiated Differentiated Competitive Position

Internet Marketing - Poitiers Competing Against the Net Adopt the Internet to create a hybrid system Bricks and mortar retailers can move certain parts of their retailing function online Physical locations often a superior way to –Acquire customers –Set up customer relationships –Create a strong retail brand image The online presence –Drives business to the physical locations –Provides 24/7 convenience for loyal customers –Adds new functionality – gift registries and shopping services Retailer Responses to the E-Commerce Challenge: ‘Clicks and Mortar’

Internet Marketing - Poitiers Bargaining Power Determines Who Bears Risk Powerful sites shift risk to advertisers and demand sponsorships Powerful advertisers demand accountability and negotiate for prospect fees of a share of transaction revenue

Internet Marketing - Poitiers The Many Ways to Pay Online Figure 5.8

Internet Marketing - Poitiers Payment Mechanisms Which Company Bears the Risk? Sponsorship Fixed Payment Banner Ads Impressions Prospect Fees Click Through Sales Commissions Purchase Risk Increases for the Web Site Being Paid Sponsorship least risky: fixed payment Banner Ads: payment depends on impressions Prospect Fees & Sales Commissions: depend on success of site and advertiser

Internet Marketing - Poitiers In Groups you will: Create basic business plan Determine focus of business Target strategy with web Define objectives for internet/web presence Define web project initiative –Who what when where how

Internet Marketing - Poitiers Session 12: Website Building Workshop

Internet Marketing - Poitiers End Session 12: Website Building Workshop