1. Chapter 11 Marketing On The Internet

2. Awad –Electronic Commerce 1/e © 2002 Prentice Hall2 OBJECTIVES Pros & Cons of Online Shopping Internet Marketing Techniques E-Cycle of Internet Marketing Marketing Your Presence Attracting Customers to Site Tracking Customers Marketing on Internet: Objectives

3. Awad –Electronic Commerce 1/e © 2002 Prentice Hall3 ONLINE SHOPPING Pros Sorting through choices Vast product selection Quick comparison of products Cons Experimental information might be necessary –E.g. perfumes, clothes Delivery of products might be cumbersome –E.g. lumber Marketing on Internet: Pros & Cons of Online Shopping

4. Awad –Electronic Commerce 1/e © 2002 Prentice Hall4 REASONS FOR GOING ONLINE Establish presence Serve your customers Heighten public awareness Share time-sensitive information Sell goods Answer important questions Marketing on Internet: Pros & Cons of Online Shopping

5. Awad –Electronic Commerce 1/e © 2002 Prentice Hall5 REASONS FOR GOING ONLINE (Cont’d) Stay in touch with field personnel Market at international level Serve at local market Market specialized products Reach the youth market Marketing on Internet: Pros & Cons of Online Shopping

6. Awad –Electronic Commerce 1/e © 2002 Prentice Hall6 INTERNET MARKETING TECHNIQUES Marketing on Internet: Internet Marketing Techniques PASSIVEAGGRESSIVE Pull to Push Continuum Providers of Information Site registered with many search engines Specialized services to users requesting information Specialized e-mail to users requesting periodic information Offline Advertising Banner Advertising Targeted E-mails to Past Customers Spam Mail Chain Mail Advertising

7. Awad –Electronic Commerce 1/e © 2002 Prentice Hall7 FORMULA SNI = Consideration Gap X Site-to-Product Affinity Consideration Gap = Price/Purchase Frequency Intensity of pre-purchase deliberation Site-to-Product Affinity Sales viability + Research intensity + Configurability + Service level Ability to deliver online experience correlated to the product/service Marketing on Internet: Internet Marketing Techniques

8. Awad –Electronic Commerce 1/e © 2002 Prentice Hall8 FORMULA (Cont’d) Whereby Price = How expensive is the product compared with other household purchase? Purchase frequency = How often does the household purchase the product? Service level = How much customer service does the product need online? Research intensity = How research-intensive is the purchase decision? Configurability = How customizable is the product? Sale viability = How viable are online sales of the product? Marketing on Internet: Internet Marketing Techniques

9. Awad –Electronic Commerce 1/e © 2002 Prentice Hall9 E-CYCLE OF INTERNET MARKETING Planning Product Pricing Place Promotion Marketing on Internet: E-Cycle of Internet Marketing

10. Awad –Electronic Commerce 1/e © 2002 Prentice Hall10 BUSINESS PLANNING Business Plan –Written document identifying your business goals & how you will achieve them –Elements Mission / Vision Product Competition Target audience Marketing Sales plan Operation Technology Marketing on Internet: E-Cycle of Internet Marketing

11. Awad –Electronic Commerce 1/e © 2002 Prentice Hall11 PRODUCT & PRICING Product –Emphasis on viability, quality & integrity –Physical vs. Service Pricing –Frequent purchase plans –On-line auctions Marketing on Internet: E-Cycle of Internet Marketing

12. Awad –Electronic Commerce 1/e © 2002 Prentice Hall12 PLACE Exchange of information between businesses and delivery companies Ensure prompt delivery of physical goods to customers Related to fulfillment Internet –A delivery channel for digital products –Cheap, fast, effective –Possibility of tapping / theft of digital data Marketing on Internet: E-Cycle of Internet Marketing

13. Awad –Electronic Commerce 1/e © 2002 Prentice Hall13 PROMOTION Get prospective visitors’ attention Create interest in a product Build a desire in the product Banners –Internet ads –Cheap & fit traditional ad-agency formula Marketing on Internet: E-Cycle of Internet Marketing

14. Awad –Electronic Commerce 1/e © 2002 Prentice Hall14 PERSONALIZATION Combination of Promotion & Product For customers to receive personalized information ‘Artificial Intelligence’ incorporated into Internet Marketing Marketing on Internet: E-Cycle of Internet Marketing

15. Awad –Electronic Commerce 1/e © 2002 Prentice Hall15 MARKETING IMPLICATIONS Content Dynamic & Attractive Sites Brands Get to the Point Promotion Online Events Free Giveaways Consistency Marketing on Internet: E-Cycle of Internet Marketing

16. Awad –Electronic Commerce 1/e © 2002 Prentice Hall16 PROMOTING YOUR SITE ON YOUR SITE Begins with domain name Encourage repeat site visits Update site content Share with your visitors any new awards Use promotional giveaways, contests, etc. Marketing on Internet: Marketing Your Presence

17. Awad –Electronic Commerce 1/e © 2002 Prentice Hall17 PROMOTING YOUR SITE ON THE WEB Search engines & directories Stand out from other sites Brainstorm keywords for robot search Ensure the site design is flawless before submitting to search engines Marketing on Internet: Marketing Your Presence

18. Awad –Electronic Commerce 1/e © 2002 Prentice Hall18 PROMOTING YOUR SITE ON THE INTERNET Use e-mails to contact registered customers Use news groups and mailing lists Marketing on Internet: Marketing Your Presence

19. Awad –Electronic Commerce 1/e © 2002 Prentice Hall19 ATTRACTING CUSTOMERS TO SITE Keeping site content current Offer free information or products Offer a free service as a way to entice customers online for B2B Implement cross-selling strategy Ensure easy and quick navigation Introduce event marketing Enlist affiliates Marketing on Internet: Attracting Customers to Site

20. Awad –Electronic Commerce 1/e © 2002 Prentice Hall20 ATTRACTING CUSTOMERS TO SITE (Cont’d) Cultural Differences –How to market to local customers Predicting Buying Behavior –Save time –Young, educated, and wealthier population Marketing on Internet: Attracting Customers to Site

21. Awad –Electronic Commerce 1/e © 2002 Prentice Hall21 PERSONALIZATION Identification Determining buyers’ buying pattern Marketing attractive products How to add personalization –Keywords –Collaborative filtering –Rule-based Marketing on Internet: Attracting Customers to Site

22. Awad –Electronic Commerce 1/e © 2002 Prentice Hall22 TRACKING CUSTOMERS Gathering web data –Log files –Forms –Cookies Persistent vs. Session Clickstream data analysis Role of shop bot –Searches sites to compare prices Marketing on Internet: Tracking Customers

23. Chapter 11 Marketing On The Internet