JM503 – eMarketing People, proof and partnerships

Last week : Promotion, which promotion? All 10 communication tools should be reviewed to see how/if they can be extended. Challenges include mix, integration, creativity, globalisation and resourcing. advertising, selling, sales promotion, PR, sponsorship, direct mail, exhibitions, merchandising, packaging, word-of-mouth

Promotion can take advantage of new media by being – Dynamic Carefully targeted Highly relevant Relationship building – based on permission and trust by the consumer

People (Service) People (and processes) are vital 90:10 rule service/sales Play Video (Microsoft)Play Video

Automation Many processes can be automated Autoresponders notification Call back facility FAQ On site search Real time chat Co-browsing Virtual assistants

Automation shortcomings Automation is good for simple communication but is less satisfactory for more complex tasks. For example ticketing help to change a flight or enquire about non-routine matter

Keeping content fresh Regular updates Triggers for publication Ownership of content Explain content update benefits to content owners Using CMS to set expiry dates Publish date displayed Real time content delivery

Training and resources Staff need training and motivation May be task specific or trained for multi- channel enquiries

People Summary Automated services help but people are also required. Customer service is a potential time bomb if poor

Physical Evidence What types of physical evidence can a web site display?

Offline Evidence Offline includes buildings, uniforms, logos, phone numbers etc

Online Evidence Mainly digital Primarily websites but also Includes high quality site design Guarantees, refund policies, privacy policies, independent reviews, news stories Evidence, physical or digital needs to be managed constantly

Process Process refers to all internal (sometimes external processes, transactions, and communications. Vital for high volume

Good Process Example What processes would be desirable for a book sale?

Beyond the sale Good process extends beyond the sale Could be feedback, upselling, cross selling, product development and improvement as part of process. Frount end integration

Beyond the sale Good processes can produce competitive advantage, poor processes can kill sales and damage brands.

Partnerships Marketing partnerships can be valuable, but they need active management Can be alliances between companies/corporations or affiliate marketing subscriptions.

Next week Online test posted by Friday Virtual Tutorial and Lecture – you will need web access See web page for full details.