INTERNET MARKETING : INTEGRATING ONLINE AND OFFLINE STRATEGIES Chapter 5 Understanding the Internet Consumer

Internet Marketing: Integrating Online and Offline Strategies Copyright 2008 Atomic Dog/Thomson Publishing 3 Internet Consumer Behavior Challenge “Democratization” of Internet Active Involvement of Customers  Content on Demand, User-Created Content, and Much More Statistics Change Daily  Sources of Current Data Crucial

Internet Marketing: Integrating Online and Offline Strategies Copyright 2008 Atomic Dog/Thomson Publishing 4 CONSUMER BEHAVIOR ON THE NET

Internet Marketing: Integrating Online and Offline Strategies Copyright 2008 Atomic Dog/Thomson Publishing 5 CONSUMER SATISFACTION AND LOYALTY THE ACSI MODEL Figure 5-4

Internet Marketing: Integrating Online and Offline Strategies Copyright 2008 Atomic Dog/Thomson Publishing 6 SOME OF THE BEST DATA SOURCES

Internet Marketing: Integrating Online and Offline Strategies Copyright 2008 Atomic Dog/Thomson Publishing 7 DETAILED, UPDATED DATA

Internet Marketing: Integrating Online and Offline Strategies Copyright 2008 Atomic Dog/Thomson Publishing 8 FREE WEBSITE DATA

Internet Marketing: Integrating Online and Offline Strategies Copyright 2008 Atomic Dog/Thomson Publishing 9 Capturing and Using Online Data

Internet Marketing: Integrating Online and Offline Strategies Copyright 2008 Atomic Dog/Thomson Publishing 10 MODEL OF ONLINE DATA FLOWS

Internet Marketing: Integrating Online and Offline Strategies Copyright 2008 Atomic Dog/Thomson Publishing 11 TWO SOURCES OF DATA Conventional Marketing Research Online Data Capture  Third-Party Data (Mostly Purchased)  Captured On Site/From Marketing Programs What is the Role/Importance of Each?

Internet Marketing: Integrating Online and Offline Strategies Copyright 2008 Atomic Dog/Thomson Publishing 12 MARKETING RESEARCH ON WEB Both Qualitative and Quantitative Faster Cheaper Quality Equivalent  Often Need to Include Non-Internet Users  Ensure that Respondent is Sample Member

Internet Marketing: Integrating Online and Offline Strategies Copyright 2008 Atomic Dog/Thomson Publishing 13 POLLS AND SURVEYS

Internet Marketing: Integrating Online and Offline Strategies Copyright 2008 Atomic Dog/Thomson Publishing 14 POLLS AND SURVEYS

Internet Marketing: Integrating Online and Offline Strategies Copyright 2008 Atomic Dog/Thomson Publishing 15 PANELS ARE IMPORTANT Many Members Researchers Can Draw Specialized Samples Managed Online Can Collect Longitudinal Data

Internet Marketing: Integrating Online and Offline Strategies Copyright 2008 Atomic Dog/Thomson Publishing 16 AN ONLINE PANEL

Internet Marketing: Integrating Online and Offline Strategies Copyright 2008 Atomic Dog/Thomson Publishing 17 ONLINE DATA CAPTURE From Third Party Suppliers  Pew Internet and American Life Project and Nielsen//NetRatings - Two Examples Data Captured On Website  Site Usage Data  Customer Transactions Data

Internet Marketing: Integrating Online and Offline Strategies Copyright 2008 Atomic Dog/Thomson Publishing 18 SITE USAGE DATA Enewsletter drop

Internet Marketing: Integrating Online and Offline Strategies Copyright 2008 Atomic Dog/Thomson Publishing 19 OTHER DATABASE BUILDING

Internet Marketing: Integrating Online and Offline Strategies Copyright 2008 Atomic Dog/Thomson Publishing 20 THE eBAY COMMUNITY Monitoring User Communications/Feedback Figure 5-7

Internet Marketing: Integrating Online and Offline Strategies Copyright 2008 Atomic Dog/Thomson Publishing 21 COMPLEX PRODUCT DEVELOPMENT RESEARCH

Internet Marketing: Integrating Online and Offline Strategies Copyright 2008 Atomic Dog/Thomson Publishing 22 COMPLEX PRODUCT DEVELOPMENT RESEARCH – AN EXAMPLE

Internet Marketing: Integrating Online and Offline Strategies Copyright 2008 Atomic Dog/Thomson Publishing 23 TECHNIQUE PREDICTS MARKET SHARE

Internet Marketing: Integrating Online and Offline Strategies Copyright 2008 Atomic Dog/Thomson Publishing 24 DATABASE IS HUB TRANSACTIONAL DATA MARKETING RESEARCH DATA FIRST To Understand Reasons Why DATABASE IS REPOSITORY FOR ALL

Internet Marketing: Integrating Online and Offline Strategies Copyright 2008 Atomic Dog/Thomson Publishing 25 SUMMARY Internet Consumer Behavior Needs to be Understood in its Interactive Context Much Valuable External Secondary Data  Timely; Much is Free  Only Way to Keep Up with Change Traditional Marketing Research Moving Quickly Onto the Web Transactions and Customer Communications Data Build Customer Databases Creative Use of Interactive Data Collection Will Drive More Developments Important to Marketers