Chapter – Nine (9) Teacher – Md Shahedur Rahman e-Active Marketing

Need to Know !! Every once in awhile, a product or a company’s name become so famous it gets added to our vocabulary. Try to remember some name like this ….. Xerox Hoover Google Aspirin Band Aids Did you ever realize that every website is trying to sell you something ?

Why the rapid adoption of the Internet?

Growth in Internet Advertising 1994 – Advertisements on HotWired 2000 – 2002 – 25% drop in advertising 2005 – Internet advertising at $10 Billion 2006 – Internet advertising exceeds $16.9 Billion

Who uses the Internet ? 48 percent Americans Communication via , online chat or instant messaging is the most common use of Internet VOIP is used by 1 million individuals and is anticipated to grow rapidly 2 million active blogs Retail sales total over $144 billion annually almost 7% of total retails sales Communication tool for many B2b companies

Internet Service Offered by Marketing Agencies Building database for campaign Designing campaign linking customers to Website information Creating fun and innovative games to attract and keep customer coming back to the website Creating incentive programs Translating printed documents, catalogs, brochures, and newsletter for the internet Adding graphics to the Website

Functions of the Internet Advertising Sales Support Customer Service Public Relations E-commerce

Selling goods and services on the Internet Retail store can vend items to consumers through the internet when there is no handy outlet nearby More convenience for some shoppers Some company have no physical store Remember not every customer uses internet but many do Shoppers may researched about a product on the internet and then go to the store with a list of ‘Finalists’

E-commerce components Three components 1. Catalog 1. May contain a few items or be a complex presentation of thousands of products. 2. Remember make customer can easily locate product of interest 3. Photos, streaming videos and product information are important 2. Shopping Cart 1. To select the product 2. Keep the record of multiple purchases 3. Method of Payment 1. For consumers it credit card system 2. For B2b, payments are normally made using a voucher system

Security Issues Consumers fear about security Worried about credit card number Some take money but doesn’t ship the merchandise It was the same situation with telephone sales May be various employees stealing their numbers and

Purchasing Habits Ramifications (outcomes ) for the ultimate success of ecommerce People are still not used to buying something from internet It will take time to change these habits Cant view and touch the merchandise Cloths cant be tried to make sure they fit

E-commerce Incentives Financially based Convenience based Value based

Financial Based Incentives Lower long distance telephone bills Reduced shipping cost, because the costs are passed along to the buyers Decreased labor costs associated with stocking shelves No sales people cost No cost for the channel members ‘CYBERBAIT’

Convenience Based Incentives You don’t need to make a trip to retail store You can place the order from home or office 24 hours availability Check the status of the order, shipment information and even billing data Sometimes its quicker than making a telephone call Convenience is one of the main priority for a lot of companies

Value Added Incentives Personalized shopping Software recognize customer’s pattern You can easily compare the products Offers sometimes matched past purchasing behaviors Some of the companies sale a product online then through a retailer, so you can use the product earlier than others

Business to Business E-Commerce Total spending $767 billion in 2004 and its constantly growing Purchasing agents most of the time go online and compare prices and product information When the account is established, its very easy to place orders. Dollar cost per item relatively low Easy to manage the distributors

International E-Commerce No boundaries to do business Launching a global e-commerce site ? So prepare the methods for international shipping Payment mechanism must also be installed Country code for telephone numbers Globalization software has been developed

Cultural Disaster to Avoid International Internet Marketing Using black in backgrounds and graphics has sinister connotation in Asia, Europe, and Latin America The thumbs up sign and the waving hand are rude gestures in Latin America and the Middle East, respectively Showing a woman with exposed arms or legs is offensive in the Middle East Using a dog as a company logo is not successful in Korea because dogs are used for food

IMC and the Internet Part of IMC Make sure you choose the functions of the website What should be served by website Very hard to support all the functions of the Internet

What Drives People to a New Site? Internet Content Search38% Word of Mouth30% Internet Banner20% Television Ad7% Print Ad5%

Branding Just check all the well known brands got a online presence or not ? Brand spiraling - In a TVC or other media encouraging us to visit their website

Customer Service and the Internet Remember communicating effectively is an important ingredient in quality customer service. Provide an efficient website for customers to use (IOMA) offered six steps to improve customer service Firstly, Service representative need to be knowledgeable Secondly, It is important to confirm customer order and enquiry Thirdly, Add a personal touch Fourthly, Offer customers the opportunity to talk to you in person, if they so desire Fifthly, Use good communication skills Finally, Be aware of the work habits of customers.

Direct Marketing on the Internet ???

Viral Marketing Preparing an advertisement that is tied to an . Word of mouth A person being infected by a marketing message and passing it to others. Teenagers are prime target for viral marketing

Clues to Poor Design Clueless banners Slow loading front pages Forcing people to go through numerous screens Too much verbal information Too much technical terms Sites that are hard to navigate

Tips to Create a Winning Websites Should follow a strategic purpose such as to acquire new customers, serve existing customers, or to cross sell goods and services Make the website easy to access and quick to load Written content should be precise with short words, short sentences, and short paragraphs Remember that content is key to success, not fancy graphics and design Be certain graphics support content, and do not detract from it Make some type of Marketing offer to encourage a response Ask for site evaluation

Tips to Create a Winning Websites Provides easy to use navigation links on every page Use gimmicks such as moving icons or flashing banners to gain attention at the beginning but do not use them deeper in the website Change the Website on a regular basis to keep individuals coming back Measure Results continually, especially design and offers

Social Media Communication Patterns Business to Consumer (B2C) “Come taste our new Burnt Banana ice cream flavor!” Consumer to Business (C2B) “Help! I can’t get my new grill to work!” Consumer to Consumer (C2C) “Hey! Anyone know a good place to get kite-surfing lessons around here?” Business to Business (B2B) “We’re looking to form a consortium that looks at the advances in social media marketing.”

Search Engine Optimization What is it? Getting a better position (rank) on search engines like Google and Yahoo. Better visibility; more hits Less important for established brands How do you get a favorable rank? Keywords, metadata, good pagerank, etc. Hire a firm specializing in SEO

Do you know what is this ?