Online AdvertisingTuesday, October 4, 2011
Sho                              wa                                nd                                     Sel             ...
Online advertising?Tuesday, October 4, 2011
“The Internet will transform advertising                    because of its track ability, not its beauty.”                ...
conundrum        Advertisers        must attract        attention without        Being        AnnoyingTuesday, October 4, ...
Some say advertising is dead                           A few million people think so…Tuesday, October 4, 2011
Integrated Marketing Strategies    Integrated               Marketing Defined:           “A    management concept that i...
Marketing Online In The Real WorldThe  product itselfPackagingPoint of SaleOut-of-homeDirect MarketingPrintRadioTV...
Marketing The Real World OnlineCorporate                 SiteMicro-sitesOnline AdvertisingE-mail             Marketing...
Integrated Marketing StrategiesTuesday, October 4, 2011
Integrated Marketing Strategies    Six         Essentials of Integrated MarketingTuesday, October 4, 2011
Integrated Marketing Strategies    Six         Essentials of Integrated Marketing           Demand         early collabo...
Integrated Marketing Strategies    Six         Essentials of Integrated Marketing           Demand   early collaboration...
Integrated Marketing Strategies    Six         Essentials of Integrated Marketing           Demand   early collaboration...
Integrated Marketing Strategies    Six         Essentials of Integrated Marketing           Demand   early collaboration...
Integrated Marketing Strategies    Six         Essentials of Integrated Marketing           Demand    early collaboratio...
Integrated Marketing Strategies    Six         Essentials of Integrated Marketing           Demand    early collaboratio...
Integrated Marketing Strategies    Six         Essentials of Integrated Marketing           Demand    early collaboratio...
Integrated Marketing Strategies    Six         Essentials of Integrated Marketing           Demand    early collaboratio...
Integrated Marketing Strategies    Six         Essentials of Integrated Marketing           Demand    early collaboratio...
Tuesday, October 4, 2011
Tuesday, October 4, 2011
Tuesday, October 4, 2011
Tuesday, October 4, 2011
http://www.youtube.com/watch?v=iYhCn0jf46UTuesday, October 4, 2011
The Online Marketing ToolkitTuesday, October 4, 2011
The Online Marketing Toolkit                                         Internet Strategy                                    ...
The Online Marketing Toolkit                                           Internet Strategy         Cross Channel           V...
The Online Marketing Toolkit                                           Internet Strategy         Cross Channel           V...
$60 Billion                       Email                        9%          Lead Gen            11%                        ...
Segmentation Using Customer                          Behaviour     Electronic Commerce, Ninth Edition         25Tuesday, O...
Segmentation Using Customer                          Behaviour     Electronic Commerce, Ninth Edition         25Tuesday, O...
Segmentation Using Customer                          Behaviour     Electronic Commerce, Ninth Edition         25Tuesday, O...
Segmentation Using Customer                          Behaviour                  • Simplifiers (convenience)     Electronic...
Segmentation Using Customer                          Behaviour                  • Simplifiers (convenience)               ...
Segmentation Using Customer                          Behaviour                  • Simplifiers (convenience)               ...
Segmentation Using Customer                          Behaviour                  •   Simplifiers (convenience)             ...
Segmentation Using Customer                          Behaviour                  •   Simplifiers (convenience)             ...
Segmentation Using Customer                          Behaviour                  •   Simplifiers (convenience)             ...
Segmentation Using Customer                          Behaviour                  •   Simplifiers (convenience)             ...
ResearchTuesday, October 4, 2011
Planning a campaign                   Define goals                   Investigate target audience                   Dete...
Online adverts need to                   Attract attention                   Convey a message                   Entice ...
The key differentiator         Immediate response online         Online can be interactive         Internet is highly  ...
Advertising on the Web     Electronic Commerce, Ninth Edition                34Tuesday, October 4, 2011
Advertising on the Web      • Effective advertising involves communication     Electronic Commerce, Ninth Edition         ...
Advertising on the Web      • Effective advertising involves communication      • Five-stage customer loyalty model: helpf...
Advertising on the Web      • Effective advertising involves communication      • Five-stage customer loyalty model: helpf...
Advertising on the Web      • Effective advertising involves communication      • Five-stage customer loyalty model: helpf...
Advertising on the Web      • Effective advertising involves communication      • Five-stage customer loyalty model: helpf...
Advertising on the Web      • Effective advertising involves communication      • Five-stage customer loyalty model: helpf...
Advertising on the Web      • Effective advertising involves communication      • Five-stage customer loyalty model: helpf...
Advertising on the Web (cont’d.)     Electronic Commerce, Ninth Edition               35Tuesday, October 4, 2011
Advertising on the Web (cont’d.)      • Five-stage customer loyalty model (cont’d.)     Electronic Commerce, Ninth Edition...
Advertising on the Web (cont’d.)      • Five-stage customer loyalty model (cont’d.)            – Familiarity stage     Ele...
Advertising on the Web (cont’d.)      • Five-stage customer loyalty model (cont’d.)            – Familiarity stage        ...
Advertising on the Web (cont’d.)      • Five-stage customer loyalty model (cont’d.)            – Familiarity stage        ...
Advertising on the Web (cont’d.)      • Five-stage customer loyalty model (cont’d.)            – Familiarity stage        ...
Advertising on the Web (cont’d.)      • Five-stage customer loyalty model (cont’d.)            – Familiarity stage        ...
Advertising on the Web (cont’d.)      • Five-stage customer loyalty model (cont’d.)            – Familiarity stage        ...
Advertising on the Web (cont’d.)      • Five-stage customer loyalty model (cont’d.)            – Familiarity stage        ...
Advertising on the Web (cont’d.)      • Five-stage customer loyalty model (cont’d.)            – Familiarity stage        ...
FIGURE 4-5 Funnel model of customer acquisition, conversion, and retention     Electronic Commerce, Ninth Edition         ...
Online Advertising Cost and Effectiveness                        (cont’d.)     Electronic Commerce, Ninth Edition         ...
Online Advertising Cost and Effectiveness                        (cont’d.)      • New metrics to evaluate advertising yiel...
Online Advertising Cost and Effectiveness                        (cont’d.)      • New metrics to evaluate advertising yiel...
Online Advertising Cost and Effectiveness                        (cont’d.)      • New metrics to evaluate advertising yiel...
Online Advertising Cost and Effectiveness                        (cont’d.)      • New metrics to evaluate advertising yiel...
Online Advertising Cost and Effectiveness                        (cont’d.)      • New metrics to evaluate advertising yiel...
Center for Management Development      What is online customer acquisition?Tuesday, October 4, 2011
Center for Management Development      Traditional Customer Acquisition Process:                           Attention      ...
Center for Management Development      Traditional Customer Acquisition Process:                           Attention   “Th...
Center for Management Development      Traditional Customer Acquisition Process:                           Attention     “...
Center for Management Development      Traditional Customer Acquisition Process:                           Attention      ...
Center for Management Development      Traditional Customer Acquisition Process:                           Attention      ...
Center for Management Development      Traditional Customer Acquisition Process:                           Attention      ...
Center for Management Development      Traditional Customer Acquisition Process:                                          ...
Center for Management Development      Traditional Customer Acquisition Process:                           Attention      ...
Center for Management Development      Traditional Customer Acquisition Process:                           Attention      ...
Center for Management Development      Traditional Customer Acquisition Process:                           Attention      ...
Center for Management Development      Traditional Customer Acquisition Process:                           Attention      ...
Center for Management Development      Each phase of the online sales funnel has proven      strategies, tactics & perform...
Center for Management Development      Each phase of the online sales funnel has proven      strategies, tactics & perform...
Center for Management Development      Driving online attentionTuesday, October 4, 2011
Center for Management Development      Driving online attention      • Public RelationsTuesday, October 4, 2011
Center for Management Development      Driving online attention      • Public Relations      • Social MarketingTuesday, Oc...
Center for Management Development      Driving online attention      • Public Relations      • Social Marketing      • Bra...
Center for Management Development      Driving online attention      •   Public Relations      •   Social Marketing      •...
Center for Management Development      Driving online attention      •   Public Relations      •   Social Marketing      •...
Center for Management Development                                                  32Tuesday, October 4, 2011
Center for Management Development                                                  32Tuesday, October 4, 2011
Center for Management Development                                                  32Tuesday, October 4, 2011
33Tuesday, October 4, 2011
34Tuesday, October 4, 2011
Performance Hub      • Site      • Blogs      • Youtube      • Pushing to one hub                                         ...
Performance Hub      • Site      • Blogs      • Youtube      • Pushing to one hub                                         ...
Center for Management Development      Measuring online attention:   Awareness-Driving Tactic    Proxy Metric   Public Rel...
Center for Management Development     Social marketing still consideredTuesday, October 4, 2011
Center for Management Development                           Attention                           Interest                  ...
Center for Management Development     Driving Interest with online marketingTuesday, October 4, 2011
Center for Management Development     Driving Interest with online marketingTuesday, October 4, 2011
Center for Management Development      Search Engine Marketing                                      Paid Search:          ...
Center for Management Development      Search Engine Marketing                                      Paid Search:          ...
Center for Management Development      Organic Traffic                             • Direct entry traffic                 ...
Center for Management Development      Remarketing / Retargeting      • Retarget microsite / website visitors      • Retar...
Change of                           ROAS                            VS                           CPATuesday, October 4, 2011
This means someone answering the ‘brandawareness’ survey “no, I never heard of them” butthen two days later, is more then ...
CPMTuesday, October 4, 2011
CPCTuesday, October 4, 2011
CPATuesday, October 4, 2011
Banner AddTuesday, October 4, 2011
ImpressionsTuesday, October 4, 2011
Call to ActionTuesday, October 4, 2011
Click RateTuesday, October 4, 2011
Unique                      VisitorsTuesday, October 4, 2011
Landing                  PageTuesday, October 4, 2011
Conversion    RateTuesday, October 4, 2011
ROITuesday, October 4, 2011
Click                           TrackingTuesday, October 4, 2011
StickinessTuesday, October 4, 2011
TargetingTuesday, October 4, 2011
Demographic TargetingTuesday, October 4, 2011
Contextual TargetingTuesday, October 4, 2011
Contextual TargetingTuesday, October 4, 2011
Tuesday, October 4, 2011
Targe ting                      iou ral               Be havTuesday, October 4, 2011
G eo                               grap                                    hic Tar                                        ...
Day-part TargetingTuesday, October 4, 2011
Purchase-Based Category TargetingTuesday, October 4, 2011
Social BasedTuesday, October 4, 2011
Targeting and optimizing                           Networks track users                                                  ...
Targeting can be problematic                           • Contextual advertising can                             get it wro...
Tuesday, October 4, 2011
Test #1Tuesday, October 4, 2011
Test #2                       Test #1Tuesday, October 4, 2011
Banner advertising                                    • Simple hyperlinked                                      image show...
Banner adverts                                  • Image or animation                                    displayed on a web...
Standard banner sizes             Note: these banners are in proportion, not the actual size.Tuesday, October 4, 2011
Advertising evolves with technologyTuesday, October 4, 2011
Advertising evolves with technology         • Today can include sound and videoTuesday, October 4, 2011
Advertising evolves with technology         • Today can include sound and video         • Far more interactiveTuesday, Oct...
Advertising evolves with technology         • Today can include sound and video         • Far more interactive         • T...
Advertising evolves with technology         •   Today can include sound and video         •   Far more interactive        ...
Pop-ups and pop-unders          http://www.amazon.com/gp/product/B00167G76W/                  ref=dm_dp_trk6livepage.apple...
Map advertising         • Advertising within online mapping solutionsTuesday, October 4, 2011
interaction                                     Rich media allows for                                      rich content  ...
The art of RetargetingTuesday, October 4, 2011
Tuesday, October 4, 2011
Center for Management Development                           Retargeting gone wrong, lol                                   ...
What do the numbers say?                           +Tuesday, October 4, 2011
What do the numbers say?                           +Tuesday, October 4, 2011
What do the numbers say?                           %249Tuesday, October 4, 2011
Center for Management Development      Measuring online interest:    Traffic-Driving Tactic      Proxy Metric    Search En...
engagement                                • Adverts placed                                  that require a                ...
In-Game advertisingTuesday, October 4, 2011
Wallpaper advert         • Changes the background of a web page         • Usually is not clickable         • Used for bran...
Tuesday, October 4, 2011
Interactive BannersTuesday, October 4, 2011
Branded applicationsTuesday, October 4, 2011
Advantages   1Tuesday, October 4, 2011
Advantages      2Tuesday, October 4, 2011
Advantages      3Tuesday, October 4, 2011
Disadvantages 1Tuesday, October 4, 2011
Disadvantages 2Tuesday, October 4, 2011
Disadvantages   3Tuesday, October 4, 2011
Ad servers and Advertising networks                                        Ad server        Publisher’s          serverTue...
Tell viewers what to do:                                  Call to ActionTuesday, October 4, 2011
Ad ServersTuesday, October 4, 2011
Benefits of ad serversTuesday, October 4, 2011
Benefits of ad servers         • Adverts maintained and updated through a central           locationTuesday, October 4, 2011
Benefits of ad servers         • Adverts maintained and updated through a central           location         • Advert perfo...
Benefits of ad servers         • Adverts maintained and updated through a central           location         • Advert perfo...
Benefits of ad servers         • Adverts maintained and updated through a central           location         • Advert perfo...
Benefits of ad servers         • Adverts maintained and updated through a central           location         • Advert perfo...
Advertising NetworkTuesday, October 4, 2011
Networks offer         • Frequency capping               – Limit times advert is seen by a user         • Sequencing      ...
          Publishers place unsold inventory                   Advertisers bid for inventory                   Bids are ...
Advertising exchanges                           Image credit: http://blog.contextweb.com/contextual/vocabulary-gone-wild-o...
Tracking                               •   Impressions                               •   Click-throughs                   ...
Cookies                           Photo credit: http://flickr.com/photos/71217725@N00/Tuesday, October 4, 2011
Cookies are text files                                      • Small text files saved                                        ...
Tuesday, October 4, 2011
Tuesday, October 4, 2011
http://awards.playballoonacy.com/Tuesday, October 4, 2011
http://202.218.121.130/2008/axewakeupservice/en/Tuesday, October 4, 2011
http://www.bannerblog.com.au/2007/12/                             sixt_ascii_text_ads.phpTuesday, October 4, 2011
http://skittles.com/chatter.htmTuesday, October 4, 2011
• http://video.google.com/videoplay?docid=-6739710473912337648&pr=goog-slTuesday, October 4, 2011
Tuesday, October 4, 2011
Viral Marketing                                      “Viral Marketing is                                 the conscious and...
http://theinspirationroom.com/daily/2005/ikea-elite-desTuesday, October 4, 2011
Tuesday, October 4, 2011
Buzz Spreads Via Blogs and E-mailTuesday, October 4, 2011
http://kungsgrillen.se/machines/Tuesday, October 4, 2011
http://www.777interactive.jp/awards/2008/bravia/e/Tuesday, October 4, 2011
Tuesday, October 4, 2011
Center for Management Development                           Attention                           Interest                  ...
Center for Management Development      Measuring online customer desire:    Investigation-Driving      Proxy Metric    Tac...
Center for Management Development                                                 107Tuesday, October 4, 2011
Center for Management Development                           Attention                           Interest                  ...
Center for Management Development       Generating Action: Closing the Sale     • Ecommerce            – Total Site conver...
Center for Management Development             Ecommerce Conversion Rate            	 	            Total Site Conversion Ra...
Center for Management Development    Ecommerce: Upper Funnel ConversionTuesday, October 4, 2011
Center for Management Development    Ecommerce: Upper Funnel ConversionMerchandisingTuesday, October 4, 2011
Center for Management Development    Ecommerce: Upper Funnel ConversionMerchandising       Product     InformationTuesday,...
Center for Management Development    Ecommerce: Upper Funnel Conversion                           Pricing StrategyMerchand...
Center for Management Development    Ecommerce: Upper Funnel Conversion                           Pricing StrategyMerchand...
Center for Management Development    Ecommerce: Upper Funnel Conversion                                  Pricing StrategyM...
Center for Management Development    Ecommerce: Upper Funnel Conversion                                  Pricing StrategyM...
Center for Management Development    Ecommerce: Upper Funnel Conversion                                  Pricing StrategyM...
Center for Management Development    Ecommerce: Upper Funnel Conversion                           Returns policy          ...
Center for Management Development    Ecommerce: Upper Funnel Conversion                           Returns policy          ...
Center for Management Development      Great Product detail example                                                  112Tu...
Center for Management Development                                                  113Tuesday, October 4, 2011
Center for Management Development  Ecommerce: Lower Funnel ConversionTuesday, October 4, 2011
Center for Management Development  Ecommerce: Lower Funnel Conversion                             “Checkout”              ...
Center for Management Development  Ecommerce: Lower Funnel Conversion                           Returns policy            ...
Center for Management Development  Ecommerce: Lower Funnel Conversion                                                     ...
Center for Management Development  Ecommerce: Lower Funnel Conversion                                                     ...
Center for Management Development  Ecommerce: Lower Funnel Conversion                                                     ...
Center for Management Development  Ecommerce: Lower Funnel Conversion                                                     ...
Center for Management Development  Ecommerce: Lower Funnel Conversion                                                     ...
Augmented Reality                        http://www.youtube.com/watch?                       v=b64_16K2e08&feature=related...
Summary      • Achieve Web marketing goals            –   Use principles of marketing strategy            –   Use the four...
Next Week      • Guest Jean Francois, Web Analytics      • Send me the report to web CT by October 15th      • Read chapte...
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Session #4 2011

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Session #4 2011

  1. 1. Online AdvertisingTuesday, October 4, 2011
  2. 2. Sho wa nd Sel lTuesday, October 4, 2011
  3. 3. Online advertising?Tuesday, October 4, 2011
  4. 4. “The Internet will transform advertising because of its track ability, not its beauty.” -Eric Schmidt, Google CEOTuesday, October 4, 2011
  5. 5. conundrum Advertisers must attract attention without Being AnnoyingTuesday, October 4, 2011
  6. 6. Some say advertising is dead A few million people think so…Tuesday, October 4, 2011
  7. 7. Integrated Marketing Strategies Integrated Marketing Defined:  “A management concept that is designed to make all aspects of marketing communication such as advertising, sales promotion, public relations, and direct marketing work together as a unified force, rather than permitting each to work in isolation.”  about.com Or  “Weaving together digital and physical channels to engage consumers’ emotions, deliver brand experiences, and form ongoing relationships.”  Forrester Research “Essentials of Integrated Marketing”Tuesday, October 4, 2011
  8. 8. Marketing Online In The Real WorldThe product itselfPackagingPoint of SaleOut-of-homeDirect MarketingPrintRadioTVTuesday, October 4, 2011
  9. 9. Marketing The Real World OnlineCorporate SiteMicro-sitesOnline AdvertisingE-mail MarketingBlogsSearchTuesday, October 4, 2011
  10. 10. Integrated Marketing StrategiesTuesday, October 4, 2011
  11. 11. Integrated Marketing Strategies Six Essentials of Integrated MarketingTuesday, October 4, 2011
  12. 12. Integrated Marketing Strategies Six Essentials of Integrated Marketing  Demand early collaboration of disciplinesTuesday, October 4, 2011
  13. 13. Integrated Marketing Strategies Six Essentials of Integrated Marketing  Demand early collaboration of disciplines  Define audiences with personasTuesday, October 4, 2011
  14. 14. Integrated Marketing Strategies Six Essentials of Integrated Marketing  Demand early collaboration of disciplines  Define audiences with personas  Drive planning by behaviourTuesday, October 4, 2011
  15. 15. Integrated Marketing Strategies Six Essentials of Integrated Marketing  Demand early collaboration of disciplines  Define audiences with personas  Drive planning by behaviour  Shape execution with ideas, not by media channelsTuesday, October 4, 2011
  16. 16. Integrated Marketing Strategies Six Essentials of Integrated Marketing  Demand early collaboration of disciplines  Define audiences with personas  Drive planning by behaviour  Shape execution with ideas, not by media channels  Point to the next step in all communicationsTuesday, October 4, 2011
  17. 17. Integrated Marketing Strategies Six Essentials of Integrated Marketing  Demand early collaboration of disciplines  Define audiences with personas  Drive planning by behaviour  Shape execution with ideas, not by media channels  Point to the next step in all communications  Measure progress along the pathTuesday, October 4, 2011
  18. 18. Integrated Marketing Strategies Six Essentials of Integrated Marketing  Demand early collaboration of disciplines  Define audiences with personas  Drive planning by behaviour  Shape execution with ideas, not by media channels  Point to the next step in all communications  Measure progress along the pathTuesday, October 4, 2011
  19. 19. Integrated Marketing Strategies Six Essentials of Integrated Marketing  Demand early collaboration of disciplines  Define audiences with personas  Drive planning by behaviour  Shape execution with ideas, not by media channels  Point to the next step in all communications  Measure progress along the pathTuesday, October 4, 2011
  20. 20. Integrated Marketing Strategies Six Essentials of Integrated Marketing  Demand early collaboration of disciplines  Define audiences with personas  Drive planning by behaviour  Shape execution with ideas, not by media channels  Point to the next step in all communications  Measure progress along the path Forrester Research “Essentials of Integrated Marketing”Tuesday, October 4, 2011
  21. 21. Tuesday, October 4, 2011
  22. 22. Tuesday, October 4, 2011
  23. 23. Tuesday, October 4, 2011
  24. 24. Tuesday, October 4, 2011
  25. 25. http://www.youtube.com/watch?v=iYhCn0jf46UTuesday, October 4, 2011
  26. 26. The Online Marketing ToolkitTuesday, October 4, 2011
  27. 27. The Online Marketing Toolkit Internet Strategy Search Paid Visibility Search Web Site Strategy Corporate Site Micro Permission Sites Measurement Conversation Reinvention E-mail MarketingTuesday, October 4, 2011
  28. 28. The Online Marketing Toolkit Internet Strategy Cross Channel Viral Search Paid Promotion Marketing Visibility Search Web Site Strategy Corporate Site Micro Permission Sites Measurement Conversation Reinvention E-mail MarketingTuesday, October 4, 2011
  29. 29. The Online Marketing Toolkit Internet Strategy Cross Channel Viral Search Paid Online Promotion Marketing Visibility Search Ads Web Site Strategy Corporate Site Micro Permission Sites Measurement Conversation Reinvention E-mail Feeds MarketingTuesday, October 4, 2011
  30. 30. $60 Billion Email 9% Lead Gen 11% Search Display Classified Lead Gen Search Email Classified 38% 12% Display 31%Tuesday, October 4, 2011
  31. 31. Segmentation Using Customer Behaviour Electronic Commerce, Ninth Edition 25Tuesday, October 4, 2011
  32. 32. Segmentation Using Customer Behaviour Electronic Commerce, Ninth Edition 25Tuesday, October 4, 2011
  33. 33. Segmentation Using Customer Behaviour Electronic Commerce, Ninth Edition 25Tuesday, October 4, 2011
  34. 34. Segmentation Using Customer Behaviour • Simplifiers (convenience) Electronic Commerce, Ninth Edition 25Tuesday, October 4, 2011
  35. 35. Segmentation Using Customer Behaviour • Simplifiers (convenience) • Surfers (find information, explore new ideas, shop) Electronic Commerce, Ninth Edition 25Tuesday, October 4, 2011
  36. 36. Segmentation Using Customer Behaviour • Simplifiers (convenience) • Surfers (find information, explore new ideas, shop) • Bargainers (search for good deal) Electronic Commerce, Ninth Edition 25Tuesday, October 4, 2011
  37. 37. Segmentation Using Customer Behaviour • Simplifiers (convenience) • Surfers (find information, explore new ideas, shop) • Bargainers (search for good deal) • Connectors (stay in touch with other people) Electronic Commerce, Ninth Edition 25Tuesday, October 4, 2011
  38. 38. Segmentation Using Customer Behaviour • Simplifiers (convenience) • Surfers (find information, explore new ideas, shop) • Bargainers (search for good deal) • Connectors (stay in touch with other people) • Returners (return to same sites over and over) Electronic Commerce, Ninth Edition 25Tuesday, October 4, 2011
  39. 39. Segmentation Using Customer Behaviour • Simplifiers (convenience) • Surfers (find information, explore new ideas, shop) • Bargainers (search for good deal) • Connectors (stay in touch with other people) • Returners (return to same sites over and over) • Sportsters (spend time on sports, entertainment sites) Electronic Commerce, Ninth Edition 25Tuesday, October 4, 2011
  40. 40. Segmentation Using Customer Behaviour • Simplifiers (convenience) • Surfers (find information, explore new ideas, shop) • Bargainers (search for good deal) • Connectors (stay in touch with other people) • Returners (return to same sites over and over) • Sportsters (spend time on sports, entertainment sites) • Must identify groups and formulate ways of generating revenue Electronic Commerce, Ninth Edition 25Tuesday, October 4, 2011
  41. 41. ResearchTuesday, October 4, 2011
  42. 42. Planning a campaign  Define goals  Investigate target audience  Determine websites to display adverts  Websites or networks will affect format and payment models  Brief the creative teamTuesday, October 4, 2011
  43. 43. Online adverts need to  Attract attention  Convey a message  Entice action ACETuesday, October 4, 2011
  44. 44. The key differentiator Immediate response online Online can be interactive Internet is highly  Trackable  Targetable  MeasurableTuesday, October 4, 2011
  45. 45. Advertising on the Web Electronic Commerce, Ninth Edition 34Tuesday, October 4, 2011
  46. 46. Advertising on the Web • Effective advertising involves communication Electronic Commerce, Ninth Edition 34Tuesday, October 4, 2011
  47. 47. Advertising on the Web • Effective advertising involves communication • Five-stage customer loyalty model: helpful in creating advertising messages Electronic Commerce, Ninth Edition 34Tuesday, October 4, 2011
  48. 48. Advertising on the Web • Effective advertising involves communication • Five-stage customer loyalty model: helpful in creating advertising messages – Awareness stage Electronic Commerce, Ninth Edition 34Tuesday, October 4, 2011
  49. 49. Advertising on the Web • Effective advertising involves communication • Five-stage customer loyalty model: helpful in creating advertising messages – Awareness stage • Advertising message should inform Electronic Commerce, Ninth Edition 34Tuesday, October 4, 2011
  50. 50. Advertising on the Web • Effective advertising involves communication • Five-stage customer loyalty model: helpful in creating advertising messages – Awareness stage • Advertising message should inform – Exploration stage Electronic Commerce, Ninth Edition 34Tuesday, October 4, 2011
  51. 51. Advertising on the Web • Effective advertising involves communication • Five-stage customer loyalty model: helpful in creating advertising messages – Awareness stage • Advertising message should inform – Exploration stage • Message should explain how product, service works Electronic Commerce, Ninth Edition 34Tuesday, October 4, 2011
  52. 52. Advertising on the Web • Effective advertising involves communication • Five-stage customer loyalty model: helpful in creating advertising messages – Awareness stage • Advertising message should inform – Exploration stage • Message should explain how product, service works • Encourage switching brands Electronic Commerce, Ninth Edition 34Tuesday, October 4, 2011
  53. 53. Advertising on the Web (cont’d.) Electronic Commerce, Ninth Edition 35Tuesday, October 4, 2011
  54. 54. Advertising on the Web (cont’d.) • Five-stage customer loyalty model (cont’d.) Electronic Commerce, Ninth Edition 35Tuesday, October 4, 2011
  55. 55. Advertising on the Web (cont’d.) • Five-stage customer loyalty model (cont’d.) – Familiarity stage Electronic Commerce, Ninth Edition 35Tuesday, October 4, 2011
  56. 56. Advertising on the Web (cont’d.) • Five-stage customer loyalty model (cont’d.) – Familiarity stage • Message should be persuasive, convince customer to buy Electronic Commerce, Ninth Edition 35Tuesday, October 4, 2011
  57. 57. Advertising on the Web (cont’d.) • Five-stage customer loyalty model (cont’d.) – Familiarity stage • Message should be persuasive, convince customer to buy – Commitment stage Electronic Commerce, Ninth Edition 35Tuesday, October 4, 2011
  58. 58. Advertising on the Web (cont’d.) • Five-stage customer loyalty model (cont’d.) – Familiarity stage • Message should be persuasive, convince customer to buy – Commitment stage • Customer sent reminder messages Electronic Commerce, Ninth Edition 35Tuesday, October 4, 2011
  59. 59. Advertising on the Web (cont’d.) • Five-stage customer loyalty model (cont’d.) – Familiarity stage • Message should be persuasive, convince customer to buy – Commitment stage • Customer sent reminder messages – Separation stage Electronic Commerce, Ninth Edition 35Tuesday, October 4, 2011
  60. 60. Advertising on the Web (cont’d.) • Five-stage customer loyalty model (cont’d.) – Familiarity stage • Message should be persuasive, convince customer to buy – Commitment stage • Customer sent reminder messages – Separation stage • Customer not targeted Electronic Commerce, Ninth Edition 35Tuesday, October 4, 2011
  61. 61. Advertising on the Web (cont’d.) • Five-stage customer loyalty model (cont’d.) – Familiarity stage • Message should be persuasive, convince customer to buy – Commitment stage • Customer sent reminder messages – Separation stage • Customer not targeted • Online advertising Electronic Commerce, Ninth Edition 35Tuesday, October 4, 2011
  62. 62. Advertising on the Web (cont’d.) • Five-stage customer loyalty model (cont’d.) – Familiarity stage • Message should be persuasive, convince customer to buy – Commitment stage • Customer sent reminder messages – Separation stage • Customer not targeted • Online advertising – Always coordinate with existing advertising efforts Electronic Commerce, Ninth Edition 35Tuesday, October 4, 2011
  63. 63. FIGURE 4-5 Funnel model of customer acquisition, conversion, and retention Electronic Commerce, Ninth Edition 33Tuesday, October 4, 2011
  64. 64. Online Advertising Cost and Effectiveness (cont’d.) Electronic Commerce, Ninth Edition 49Tuesday, October 4, 2011
  65. 65. Online Advertising Cost and Effectiveness (cont’d.) • New metrics to evaluate advertising yield outcomes Electronic Commerce, Ninth Edition 49Tuesday, October 4, 2011
  66. 66. Online Advertising Cost and Effectiveness (cont’d.) • New metrics to evaluate advertising yield outcomes – Measure number of new visitors who buy first time after arriving at site Electronic Commerce, Ninth Edition 49Tuesday, October 4, 2011
  67. 67. Online Advertising Cost and Effectiveness (cont’d.) • New metrics to evaluate advertising yield outcomes – Measure number of new visitors who buy first time after arriving at site • By way of click-through Electronic Commerce, Ninth Edition 49Tuesday, October 4, 2011
  68. 68. Online Advertising Cost and Effectiveness (cont’d.) • New metrics to evaluate advertising yield outcomes – Measure number of new visitors who buy first time after arriving at site • By way of click-through – Calculate advertising cost of acquiring one customer on the Web Electronic Commerce, Ninth Edition 49Tuesday, October 4, 2011
  69. 69. Online Advertising Cost and Effectiveness (cont’d.) • New metrics to evaluate advertising yield outcomes – Measure number of new visitors who buy first time after arriving at site • By way of click-through – Calculate advertising cost of acquiring one customer on the Web • Compare to how much it costs to acquire one customer through traditional channels Electronic Commerce, Ninth Edition 49Tuesday, October 4, 2011
  70. 70. Center for Management Development What is online customer acquisition?Tuesday, October 4, 2011
  71. 71. Center for Management Development Traditional Customer Acquisition Process: Attention Interest Desire ActionTuesday, October 4, 2011
  72. 72. Center for Management Development Traditional Customer Acquisition Process: Attention “The new iPad looks really cool!” Interest Desire ActionTuesday, October 4, 2011
  73. 73. Center for Management Development Traditional Customer Acquisition Process: Attention “The new iPad looks really cool!” “I think the iPad could really help me Interest catch up on my reading and emails during my commute.” Desire ActionTuesday, October 4, 2011
  74. 74. Center for Management Development Traditional Customer Acquisition Process: Attention “The new iPad looks really cool!” “I think the iPad could really help me Interest catch up on my reading and emails during my commute.” Desire “I did some research to find out which iPad might be right for me.” ActionTuesday, October 4, 2011
  75. 75. Center for Management Development Traditional Customer Acquisition Process: Attention “The new iPad looks really cool!” “I think the iPad could really help me Interest catch up on my reading and emails during my commute.” Desire “I did some research to find out which iPad might be right for me.” Action “I’m on the waiting list!” “…And here’s my credit card!”Tuesday, October 4, 2011
  76. 76. Center for Management Development Traditional Customer Acquisition Process: Attention “The new iPad looks really cool!” “I think the iPad could really help me Interest catch up on my reading and emails during my commute.” Desire “I did some research to find out which iPad might be right for me.” Action “I’m on the waiting list!” “…And here’s my credit card!”Tuesday, October 4, 2011
  77. 77. Center for Management Development Traditional Customer Acquisition Process: “The new iPad looks really cool!” Attention “I think the iPad could really help me Interest catch up on my reading and emails during my commute.” Desire “I did some research to find out which iPad might be right for me.” Action “I’m on the waiting list!” “…And here’s my credit card!”Tuesday, October 4, 2011
  78. 78. Center for Management Development Traditional Customer Acquisition Process: Attention “I think the iPad could really help me Interest catch up on my reading and emails during my commute.” Desire “I did some research to find out which iPad might be right for me.” Action “I’m on the waiting list!” “…And here’s my credit card!”Tuesday, October 4, 2011
  79. 79. Center for Management Development Traditional Customer Acquisition Process: Attention Interest Desire “I did some research to find out which iPad might be right for me.” Action “I’m on the waiting list!” “…And here’s my credit card!”Tuesday, October 4, 2011
  80. 80. Center for Management Development Traditional Customer Acquisition Process: Attention Interest Desire Action “I’m on the waiting list!” “…And here’s my credit card!”Tuesday, October 4, 2011
  81. 81. Center for Management Development Traditional Customer Acquisition Process: Attention Interest Desire ActionTuesday, October 4, 2011
  82. 82. Center for Management Development Each phase of the online sales funnel has proven strategies, tactics & performance measures Attention Interest Desire ActionTuesday, October 4, 2011
  83. 83. Center for Management Development Each phase of the online sales funnel has proven strategies, tactics & performance measures Attention Interest Desire ActionTuesday, October 4, 2011
  84. 84. Center for Management Development Driving online attentionTuesday, October 4, 2011
  85. 85. Center for Management Development Driving online attention • Public RelationsTuesday, October 4, 2011
  86. 86. Center for Management Development Driving online attention • Public Relations • Social MarketingTuesday, October 4, 2011
  87. 87. Center for Management Development Driving online attention • Public Relations • Social Marketing • Branded MicrositesTuesday, October 4, 2011
  88. 88. Center for Management Development Driving online attention • Public Relations • Social Marketing • Branded Microsites • Offline brand advertisingTuesday, October 4, 2011
  89. 89. Center for Management Development Driving online attention • Public Relations • Social Marketing • Branded Microsites • Offline brand advertising • Online brand advertisingTuesday, October 4, 2011
  90. 90. Center for Management Development 32Tuesday, October 4, 2011
  91. 91. Center for Management Development 32Tuesday, October 4, 2011
  92. 92. Center for Management Development 32Tuesday, October 4, 2011
  93. 93. 33Tuesday, October 4, 2011
  94. 94. 34Tuesday, October 4, 2011
  95. 95. Performance Hub • Site • Blogs • Youtube • Pushing to one hub 35Tuesday, October 4, 2011
  96. 96. Performance Hub • Site • Blogs • Youtube • Pushing to one hub 35Tuesday, October 4, 2011
  97. 97. Center for Management Development Measuring online attention: Awareness-Driving Tactic Proxy Metric Public Relations •# of impressions / mentions •Buzz measurement (e.g. Net Promoter Score) Social Marketing •# of friends / fans / followers •Total visits to a social tool Branded Microsites •# of visitors •Time spent on site •Level of interaction with site •# of cookies / email addresses captured for remarketing Offline brand advertising •# of online video views •# / type of comments Online brand advertising •# of impressions •Reach / frequency •Pre/post exposure ad effectiveness study •# of cookies captured for remarketingTuesday, October 4, 2011
  98. 98. Center for Management Development Social marketing still consideredTuesday, October 4, 2011
  99. 99. Center for Management Development Attention Interest Desire ActionTuesday, October 4, 2011
  100. 100. Center for Management Development Driving Interest with online marketingTuesday, October 4, 2011
  101. 101. Center for Management Development Driving Interest with online marketingTuesday, October 4, 2011
  102. 102. Center for Management Development Search Engine Marketing Paid Search: • Keyword/phrase targeted text ads • Cost-per-click pricing established through bids; daily budget caps • Etailers typically measure through to completed sale, and calculate resulting cost-per-order (CPO) • Search Engines maximize their revenue by serving ads with the best combination of – Bid priceTuesday, October 4, 2011
  103. 103. Center for Management Development Search Engine Marketing Paid Search: • Keyword/phrase targeted text ads • Cost-per-click pricing established through bids; daily budget caps • Etailers typically measure through to completed sale, and calculate resulting cost-per-order (CPO)Shopping • Search Engines Results: maximize their• Daily data revenue by serving feeds from ads with the best retailers combination of (image, SKU, – Bid price price)• FreeTuesday, October 4, 2011
  104. 104. Center for Management Development Organic Traffic • Direct entry traffic – Visitors type in URL • Search Engine Optimization – Search engines optimize natural rankings based on an algorithm that includes: • Site indexation: Making the site “friendly” to search engines • Content relevance: Once indexed, content needs to be optimized for the right keywords • Link popularity: Incoming links (both volume and quality) help search engines determine the “importance” of the contentTuesday, October 4, 2011
  105. 105. Center for Management Development Remarketing / Retargeting • Retarget microsite / website visitors • Retarget ad banner clickers • Retarget ad banner viewers Retarget specific content How it worksTuesday, October 4, 2011
  106. 106. Change of ROAS VS CPATuesday, October 4, 2011
  107. 107. This means someone answering the ‘brandawareness’ survey “no, I never heard of them” butthen two days later, is more then twice as likely toclick on a text ad.Tuesday, October 4, 2011
  108. 108. CPMTuesday, October 4, 2011
  109. 109. CPCTuesday, October 4, 2011
  110. 110. CPATuesday, October 4, 2011
  111. 111. Banner AddTuesday, October 4, 2011
  112. 112. ImpressionsTuesday, October 4, 2011
  113. 113. Call to ActionTuesday, October 4, 2011
  114. 114. Click RateTuesday, October 4, 2011
  115. 115. Unique VisitorsTuesday, October 4, 2011
  116. 116. Landing PageTuesday, October 4, 2011
  117. 117. Conversion RateTuesday, October 4, 2011
  118. 118. ROITuesday, October 4, 2011
  119. 119. Click TrackingTuesday, October 4, 2011
  120. 120. StickinessTuesday, October 4, 2011
  121. 121. TargetingTuesday, October 4, 2011
  122. 122. Demographic TargetingTuesday, October 4, 2011
  123. 123. Contextual TargetingTuesday, October 4, 2011
  124. 124. Contextual TargetingTuesday, October 4, 2011
  125. 125. Tuesday, October 4, 2011
  126. 126. Targe ting iou ral Be havTuesday, October 4, 2011
  127. 127. G eo grap hic Tar getin gTuesday, October 4, 2011
  128. 128. Day-part TargetingTuesday, October 4, 2011
  129. 129. Purchase-Based Category TargetingTuesday, October 4, 2011
  130. 130. Social BasedTuesday, October 4, 2011
  131. 131. Targeting and optimizing Networks track users   Cookies  IP address  Across web sites Advertisers can use this information to target advertsTuesday, October 4, 2011
  132. 132. Targeting can be problematic • Contextual advertising can get it wrong – Shark diving advert next to article about shark attack • Online behaviour does not always represent true interestsTuesday, October 4, 2011
  133. 133. Tuesday, October 4, 2011
  134. 134. Test #1Tuesday, October 4, 2011
  135. 135. Test #2 Test #1Tuesday, October 4, 2011
  136. 136. Banner advertising • Simple hyperlinked image shown on web sites. • Link takes visitor to a landing page. • AT&T advert was one of the first sold in 1993.Tuesday, October 4, 2011
  137. 137. Banner adverts • Image or animation displayed on a web site for advertising purposes • Static or interactive • Can expand on mouse-over or when clicked onTuesday, October 4, 2011
  138. 138. Standard banner sizes Note: these banners are in proportion, not the actual size.Tuesday, October 4, 2011
  139. 139. Advertising evolves with technologyTuesday, October 4, 2011
  140. 140. Advertising evolves with technology • Today can include sound and videoTuesday, October 4, 2011
  141. 141. Advertising evolves with technology • Today can include sound and video • Far more interactiveTuesday, October 4, 2011
  142. 142. Advertising evolves with technology • Today can include sound and video • Far more interactive • Technology allows banners to expand over a pageTuesday, October 4, 2011
  143. 143. Advertising evolves with technology • Today can include sound and video • Far more interactive • Technology allows banners to expand over a page • Adverts can be placed in videosTuesday, October 4, 2011
  144. 144. Pop-ups and pop-unders http://www.amazon.com/gp/product/B00167G76W/ ref=dm_dp_trk6livepage.apple.comTuesday, October 4, 2011
  145. 145. Map advertising • Advertising within online mapping solutionsTuesday, October 4, 2011
  146. 146. interaction  Rich media allows for rich content  One banner can have  Video  Tour schedule  Downloads  Link to web siteTuesday, October 4, 2011
  147. 147. The art of RetargetingTuesday, October 4, 2011
  148. 148. Tuesday, October 4, 2011
  149. 149. Center for Management Development Retargeting gone wrong, lol 68Tuesday, October 4, 2011
  150. 150. What do the numbers say? +Tuesday, October 4, 2011
  151. 151. What do the numbers say? +Tuesday, October 4, 2011
  152. 152. What do the numbers say? %249Tuesday, October 4, 2011
  153. 153. Center for Management Development Measuring online interest: Traffic-Driving Tactic Proxy Metric Search Engine Marketing •Paid Search Ranking •Traffic (# of clicks) from paid search placements •Sales from paid search placements •Cost per click (CPC) & resulting cost per order (CPO) Affiliate Marketing •Traffic (# of clicks) from affiliates •Resulting sales originating from affiliate links Organic Traffic •# visitors who directly type in brand URL •Organic search engine ranking •Traffic (# clicks) from organic search •Resulting sales originating from organic traffic Remarketing / Retargeting •# / % of retargeting pool able to reach •Traffic (# of clicks) from remarketing ads / emails •Sales from remarketing ads / emails •CPC & CPOTuesday, October 4, 2011
  154. 154. engagement • Adverts placed that require a user to initiate the advert • Adverts placed in video and on social media applications • Relatively new and untestedTuesday, October 4, 2011
  155. 155. In-Game advertisingTuesday, October 4, 2011
  156. 156. Wallpaper advert • Changes the background of a web page • Usually is not clickable • Used for brandingTuesday, October 4, 2011
  157. 157. Tuesday, October 4, 2011
  158. 158. Interactive BannersTuesday, October 4, 2011
  159. 159. Branded applicationsTuesday, October 4, 2011
  160. 160. Advantages 1Tuesday, October 4, 2011
  161. 161. Advantages 2Tuesday, October 4, 2011
  162. 162. Advantages 3Tuesday, October 4, 2011
  163. 163. Disadvantages 1Tuesday, October 4, 2011
  164. 164. Disadvantages 2Tuesday, October 4, 2011
  165. 165. Disadvantages 3Tuesday, October 4, 2011
  166. 166. Ad servers and Advertising networks Ad server Publisher’s serverTuesday, October 4, 2011
  167. 167. Tell viewers what to do: Call to ActionTuesday, October 4, 2011
  168. 168. Ad ServersTuesday, October 4, 2011
  169. 169. Benefits of ad serversTuesday, October 4, 2011
  170. 170. Benefits of ad servers • Adverts maintained and updated through a central locationTuesday, October 4, 2011
  171. 171. Benefits of ad servers • Adverts maintained and updated through a central location • Advert performance reportingTuesday, October 4, 2011
  172. 172. Benefits of ad servers • Adverts maintained and updated through a central location • Advert performance reporting • Sophisticated targetingTuesday, October 4, 2011
  173. 173. Benefits of ad servers • Adverts maintained and updated through a central location • Advert performance reporting • Sophisticated targeting • Tracking across many web sitesTuesday, October 4, 2011
  174. 174. Benefits of ad servers • Adverts maintained and updated through a central location • Advert performance reporting • Sophisticated targeting • Tracking across many web sites • RetargetingTuesday, October 4, 2011
  175. 175. Advertising NetworkTuesday, October 4, 2011
  176. 176. Networks offer • Frequency capping – Limit times advert is seen by a user • Sequencing – Show adverts in a given order • Exclusivity – No competitor adverts are shown • Roadblocks – All the inventory on a pageTuesday, October 4, 2011
  177. 177.  Publishers place unsold inventory  Advertisers bid for inventory  Bids are placed based on  Audience profile  Space Advertising exchangesTuesday, October 4, 2011
  178. 178. Advertising exchanges Image credit: http://blog.contextweb.com/contextual/vocabulary-gone-wild-or-what-is-a-true-advertising-exchangeTuesday, October 4, 2011
  179. 179. Tracking • Impressions • Click-throughs • Connection type • Browser • OS • Time of day • ISPTuesday, October 4, 2011
  180. 180. Cookies Photo credit: http://flickr.com/photos/71217725@N00/Tuesday, October 4, 2011
  181. 181. Cookies are text files • Small text files saved on user’s computer • Allow a website to capture information about user behaviour • Can be set on advert impressionTuesday, October 4, 2011
  182. 182. Tuesday, October 4, 2011
  183. 183. Tuesday, October 4, 2011
  184. 184. http://awards.playballoonacy.com/Tuesday, October 4, 2011
  185. 185. http://202.218.121.130/2008/axewakeupservice/en/Tuesday, October 4, 2011
  186. 186. http://www.bannerblog.com.au/2007/12/ sixt_ascii_text_ads.phpTuesday, October 4, 2011
  187. 187. http://skittles.com/chatter.htmTuesday, October 4, 2011
  188. 188. • http://video.google.com/videoplay?docid=-6739710473912337648&pr=goog-slTuesday, October 4, 2011
  189. 189. Tuesday, October 4, 2011
  190. 190. Viral Marketing “Viral Marketing is the conscious and strategic enhancement of word-of-mouth to promote a product, service or idea.”Tuesday, October 4, 2011
  191. 191. http://theinspirationroom.com/daily/2005/ikea-elite-desTuesday, October 4, 2011
  192. 192. Tuesday, October 4, 2011
  193. 193. Buzz Spreads Via Blogs and E-mailTuesday, October 4, 2011
  194. 194. http://kungsgrillen.se/machines/Tuesday, October 4, 2011
  195. 195. http://www.777interactive.jp/awards/2008/bravia/e/Tuesday, October 4, 2011
  196. 196. Tuesday, October 4, 2011
  197. 197. Center for Management Development Attention Interest Desire ActionTuesday, October 4, 2011
  198. 198. Center for Management Development Measuring online customer desire: Investigation-Driving Proxy Metric Tactic Homepage versioning •Homepage bounce rate for different target segments •Click-through to other key parts of site Multivariate testing Best-performing combination of variables that leads to maximum click-through to other key parts of site Site Search •# of site searches per month •Tracking of top search terms Online Ratings & Reviews •# of visitor reviews / comments •Content of comments (positive / negative) •Click-through to other key parts of site Online product demos •# of site visitors who use the demo •Length of time spent with demos •Subsequent click-through to shopping pagesTuesday, October 4, 2011
  199. 199. Center for Management Development 107Tuesday, October 4, 2011
  200. 200. Center for Management Development Attention Interest Desire ActionTuesday, October 4, 2011
  201. 201. Center for Management Development Generating Action: Closing the Sale • Ecommerce – Total Site conversion rate • Getting prospects from their entry page to check-out confirmation – Upper funnel conversion rate • Getting prospects from shopping pages to the shopping cart – Lower funnel conversion rate • Getting prospects from shopping cart to check-out confirmation • Retail Sales – Cross-channel conversion rate • Getting prospects to make an in-store purchase after doing online research and comparison shoppingTuesday, October 4, 2011
  202. 202. Center for Management Development Ecommerce Conversion Rate Total Site Conversion Rate % = # of Online Sales Orders # of Prospect Visitors to website Total Conversion can be split into two steps: Upper Funnel Conv %= # of Prospects who add Items to Shopping Cart # of Prospects who display shopping behavior Lower Funnel Conv %= # of Completed Purchases # of Prospects who add Items to Shopping Cart Source: Compete, Inc., VMU 2007 Q3 Readout Confidential and Proprietary Information of Virgin Mobile USA, L.P. 34Tuesday, October 4, 2011
  203. 203. Center for Management Development Ecommerce: Upper Funnel ConversionTuesday, October 4, 2011
  204. 204. Center for Management Development Ecommerce: Upper Funnel ConversionMerchandisingTuesday, October 4, 2011
  205. 205. Center for Management Development Ecommerce: Upper Funnel ConversionMerchandising Product InformationTuesday, October 4, 2011
  206. 206. Center for Management Development Ecommerce: Upper Funnel Conversion Pricing StrategyMerchandising Product InformationTuesday, October 4, 2011
  207. 207. Center for Management Development Ecommerce: Upper Funnel Conversion Pricing StrategyMerchandising “Buy Now” experimentation Product InformationTuesday, October 4, 2011
  208. 208. Center for Management Development Ecommerce: Upper Funnel Conversion Pricing StrategyMerchandising “Buy Now” experimentation “Buy Later” options Product InformationTuesday, October 4, 2011
  209. 209. Center for Management Development Ecommerce: Upper Funnel Conversion Pricing StrategyMerchandising “Buy Now” experimentation “Buy Later” options Social Commerce apps Product InformationTuesday, October 4, 2011
  210. 210. Center for Management Development Ecommerce: Upper Funnel Conversion Pricing StrategyMerchandising Live Chat “Buy Now” experimentation “Buy Later” options Social Commerce apps Product InformationTuesday, October 4, 2011
  211. 211. Center for Management Development Ecommerce: Upper Funnel Conversion Returns policy Pricing StrategyMerchandising Live Chat “Buy Now” experimentation “Buy Later” options Social Commerce apps Product InformationTuesday, October 4, 2011
  212. 212. Center for Management Development Ecommerce: Upper Funnel Conversion Returns policy Shipping policy Pricing StrategyMerchandising Live Chat “Buy Now” experimentation “Buy Later” options Social Commerce apps Product InformationTuesday, October 4, 2011
  213. 213. Center for Management Development Great Product detail example 112Tuesday, October 4, 2011
  214. 214. Center for Management Development 113Tuesday, October 4, 2011
  215. 215. Center for Management Development Ecommerce: Lower Funnel ConversionTuesday, October 4, 2011
  216. 216. Center for Management Development Ecommerce: Lower Funnel Conversion “Checkout” experimentationTuesday, October 4, 2011
  217. 217. Center for Management Development Ecommerce: Lower Funnel Conversion Returns policy “Checkout” experimentationTuesday, October 4, 2011
  218. 218. Center for Management Development Ecommerce: Lower Funnel Conversion Shipping Returns policy policy “Checkout” experimentationTuesday, October 4, 2011
  219. 219. Center for Management Development Ecommerce: Lower Funnel Conversion Shipping Returns policy policy “Checkout” Live Chat experimentationTuesday, October 4, 2011
  220. 220. Center for Management Development Ecommerce: Lower Funnel Conversion Shipping Returns policy policy “Checkout” Live Chat experimentation Alleviate security & privacy concernsTuesday, October 4, 2011
  221. 221. Center for Management Development Ecommerce: Lower Funnel Conversion Shipping Returns policy policy “Checkout” Live Chat experimentation Alleviate security & privacy Stock urgency concernsTuesday, October 4, 2011
  222. 222. Center for Management Development Ecommerce: Lower Funnel Conversion Shipping Returns policy policy “Checkout” Live Chat experimentation Alleviate security & privacy Stock urgency concerns Payment optionsTuesday, October 4, 2011
  223. 223. Augmented Reality http://www.youtube.com/watch? v=b64_16K2e08&feature=relatedTuesday, October 4, 2011
  224. 224. Summary • Achieve Web marketing goals – Use principles of marketing strategy – Use the four Ps of marketing – Product-based marketing strategy – Customer-based strategy – Web enables companies to mix strategies • Market segmentation works well on the Web • Online advertising – More intrusive since introduction • Various types available Electronic Commerce, Ninth Edition 85Tuesday, October 4, 2011
  225. 225. Next Week • Guest Jean Francois, Web Analytics • Send me the report to web CT by October 15th • Read chapter 4 117Tuesday, October 4, 2011
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