E Commerce Marketing     H J “Coach” Bengochea
Two Elements• e Commerce - Business - Mobile Business• e Marketing - Marketing Function - another media - Mobile Marketing
25% Off Select Fitness & Wellness Items                                                 Hello. Sign in to get personalized...
Coca-Cola United States                                                                                                   ...
Type of Interactions• B2C - Amazon• B2B - Emap• C2B - Priceline• C2C - eBay
Emap | b2b Exhibitions, Events, Magazines, Conferences and Data                                                           ...
My eBay                    Sell   Community                     Contact us        Help                                 Wel...
sign in     my profile     my trips    check your request                                                                 ...
Objectives                            • Sell• e Commerce                • Serve - Business                 • Speak (Dialog...
Life Cycle of Online Presence                       Fully Interactive                    Interactive               Simple ...
Marketing and Promotions Process ModelOpportunity                         Product                                         ...
The Interactive Nature of        e-Marketing• Dialogue, Dialogue, Dialogue• Conversations• Algorithms - Series of Sequence...
•   A clear differentiation of the online proposition compared to    the companies conventional offline proposition.•   A ...
OVP & the 6Cs• Content• Customization• Community• Convenience• Choice• Cost Reduction
Deliver the proposition across different parts of the buyingprocess                                        5%             ...
Customers seek a trusting relationship                            A                         trusting                    re...
Servicing the e-Customer     E-mail notification, FAQs, History, Knowledge base, Diagnostics,     e-newsletters     compet...
One Benefit of E-Commerce Marketing over off-line Business ...is the advanced Metrics            e.g. Google Analytics• Vi...
•   Consistent…reliable and trustworthy delivery of the    customer banking experience across channels.    Example: First ...
Why bank with first direct | first direct                                                                         1/5/11 1...
Online Grocery Shopping & Delivery Service - Tesco.com                                                                    ...
1.   On homepage through feature lists or imagery     that shows the benefits or experiences that are                     ...
•   Make your OVP stationary and       •   Be specific    obvious                                       •   Create a sense...
Marketing Mix   REMIXBeyond the Mix
Expanded Mix or New Look Mix Product        Identification - customer           Customer                  specifics    ...
Whatever the Mix - its all about        Relationships Relationships Interactive Strategic Alliances Supply Chain Manag...
Product   Digital Value   Experiencing the Brand online   OVP   Customer focus - Customization                        ...
Price   Price Transparency   Price CustomizationNew Pricing Models - ScientificPricing...fluid .. changing continuously...
Place   Online & Offline distribution   New Distribution Models    – Disintermediation - direct to the customer    – Rei...
People   Resourcing and Training   Automation - auto-responders, FAQs,Virtual assistants, affiliates   Contact with per...
Physical Evidence   Online Physical Evidence    – Guarantees    – Refund Policies    – Privacy Policies    – Trade Body m...
Process   Optimizing Internal and Externalprocesses through the Web    – Availability    – Transparency    – Prompt Respo...
Partnerships• Collaborative arrangements between firms• Sharing of vital information, assets and  technology• No royalty an...
Benefits of Partnerships•Complements the strategic initiative•Strengthens the competitiveness
YouTube E-theory• e-Business (running a business  electronically)• e-Marketing (marketing online)• e-Commerce (selling onl...
e-Commerce Platform• Click-to-buy ads – side of video• Products and services that can be bought are related to specific vid...
eCommerce Platform• Increases usage of website by account owners and visitors• Overall objective – increased revenue for Y...
Partnership               examples• Apple Inc – iTunes & Apple TV• Amazon.com• TiVo• Nintendo Wii• Playstation 3.


 
Partnerships•Started in October, 2007•Expansion into Europe in 2009•Continue to improve on its partnership program strateg...
Guide to effective promotion   Online versus Offline Mix   Integration - IMC   Creativity   Interaction   Globalizati...
PROMOTION    Promotional                              Online Executions        Mix Advertising                      Pay pe...
PROMOTING THE RELEASE OF   MY NAME IS KHAN ONLINE•Advertising           (Search engine optimisation and pay per click)When...
PROMOTING THE RELEASE OF   MY NAME IS KHAN ONLINE•Sales   Promotion(Using affiliate marketing)    Book tickets online   Bu...
PROMOTING THE RELEASE OF MY    NAME IS KHAN ONLINE    SALES PROMOTION - CONTEST
PROMOTING THE RELEASE OF MY        NAME IS KHAN ONLINE•Direct   Marketing Opt – in Email: register for updates
PROMOTING THE RELEASE OF     MY NAME IS KHAN ONLINE•   PR using social networking:•   Facebook•   Twitter•   Blogger•   Fl...
PROMOTING THE RELEASE OF MY       NAME IS KHAN ONLINEBecome a Fan on Facebook
PROMOTING THE RELEASE OF   MY NAME IS KHAN ONLINEFollow the movie on You Tube
CONCLUSION -              WEBSITE A SUCCESS•   The online promotion of My Name is Khan was    effective in Mix, Integratio...
Digital Technology is transforming             the way we live                              • How we Shop• Information    ...
Creating an Explosion    of Products• How to keep up?• Which to choose?• How to differentiate?
Thereby forging new      Business Models• Business Models• Revenue Models• Communications Models• Buying Models
The Streets and Mall   are now Online• How do people traverse the “Online  Streets and Malls”• A New Ecosystem consisting ...
Growing Importance of the Long  Tail in the New Ecosystem• Explosion of small and micro suppliers  (their websites) and pr...
Online Revenue Models• Subscription          • Affiliate• Pay per View          • Selling subscriber                       ...
New Communication       ModelsOne     One         One        Few    Person     PersonMany    Many
Communicating with the e-Customer     E-mail notification, FAQs, History, Knowledge base, Diagnostics,     e-newsletters  ...
Web 2.0 & Social            Network•   Participation    •   Interactive Web                         services e.g. Blogger•...
E-Customer Buying Model     E-mail notification, FAQs, History, Knowledge base, Diagnostics,     e-newsletters     competi...
Know your E-Customers                Meet                  SuccessfulE-CustomerMotivation                E-Customer       ...
E-Customer MotivationE-Customer           Online ValueMotivation           PropositionInformation Search     •   ContentE-...
Expectations                                      PromisesUnderstand Expectations               Information Accuracy      ...
Consumers Pyramid of Trust                        A                    trusting             Consumer agreement to         ...
1.   Customization - Caters the products, services, and the shopping     experience to you.2.   Contact interactivity - Av...
The C’s         At Amazon.comCustomization   Understands customer behavior. Offers                items or bundles.Contact...
Acquiring online customers is so expensive (20–30% higher than for traditional businesses).Retaining just 5% more custom...
Amazon         E-Commerce Marketer             of the Year                               79
“A Customer Description that includes Demographic,  Geographic and Psychographic characteristics,  buying patterns, credit...
Customer profiles can be broken down into      two types:1.   Demographically based profiles: this is organised     based ...
BUSINESS TO CUSTOMERS         (B2C)     ACCCESS TO CHANNEL      INFLUENCED ONLINE           PURCHASE           D ONLINE
1.   Access to channels: review who has access and usage of the     internet this must be looked at from both a geographic...
Information shown ina customer profile
A B2CCustomerProfile
Benefits of Customer Profiles1.   Helps the business to understand untapped market potential2. Improve    target marketing3....
1.    Solve your customer complaints by being quick and friendly.2.    Provide a "Contact Page" on your web site.3.    Cre...
E-Customers      Researching the Online Customerhttp://www.babycenter.com/http://www.babycentre.co.uk/                    ...
E-CustomersResearching the Online Customer          BLOGS
Blog Header
Dadformation anyone ?  “I am always so tired of seeingarticles about single moms. I am a single father raising a daughter ...
E-CustomersResearching the Online Customer   ONLINE POLLS        &     SURVEYS
E-CustomersResearching the Online Customer   CHAT ROOMS/     FORUMS
Chat Rooms
On-Line counseling
E-CustomersResearching the Online Customer BULLETIN BOARDS
COMMUNITY: BoardsBulletin BoardsWelcome to the Babycenter Community! Connect and share on the topicsmost important to you ...
Popular Boards:    Bargain Hunters    Share your tips on saving money and where to find the best bargains, deals,    and fr...
Popular Boards:    Bargain Hunters:    Advertisers/marketers should advertise on babycenter when having any sale/    barga...
Cooking for Your Family        Marketers can use the information on the bulletin board:              - Sponsor page: Build...
E-CustomersResearching the Online Customer        Focus Groups
Information Consumer           Information Consumer         Information Consumer                                   Shoppin...
E-CustomersResearching the Online Customer        Web Analytics           www.clicktracks.com           www.webtrends.com
Make sense of search marketing. Find out which paid keywords and organicterms generate traffic and conversions via easy-to...
Things are changing and             changing fast• Growth of mobile phones & Mobile                                       ...
108
Mobile Devices Mobile phone Technological Advances
Today’s Cell phone featuresCell phones are about to evolve again in size, in features, and in scope of use.The latest in m...
Near Field Communication (NFC)• NFC technology – Provides a way for consumers to use mobile phones for   making payments, ...
Going Paperless with Cell Phones• Access to store coupons and tickets to  concerts. –Customer logs onto the web site using...
Going Paperless with Cell Phones• Continental Airlines is  experimenting with a cell-  phone check-in system  where the pa...
GPS in Cell Phones now LBS• LBS can locate cell phone users in the same area.  The service is enhanced with additional ser...
Google map for mobile devices
Latitude
iPhone Features for Sales Professionals• Apple has introduced several new features  that can help sales, marketing, and pu...
iPhone Features for Sales Professionals– Lie Dectector, by holding the iPhone  within 6 feet of a prospect’s face, the  ph...
Smartphone TV
Mobile User Interfaces + Mobile Web/•                                       Widgets    Mobile computing is rapidly becomin...
Display Technologies• Display technologies will also see improvements in the  upcoming years.• New technologies like activ...
E-Tools Presentation        Mobile Devices
Mobile Devices Laptops Blackberry smartphones I phone Cellular phones Bluetooth & Infrared connectivity Mobile inter...
Mobile Marketing Elements     SMS + Bluetooth + MP3 players +                Cameras =        Mobile Marketing HeavenPower...
       Described simply by experts in mobile marketing as                        personal marketing.Mobile advertisers ar...
 The value perceived in the advertisement is key to the attitude concerning that ad. Entertainment quality and the level...
Mobile Marketing           Initiatives Text and win                   Multimedia messaging Voting and participation on ...
Text & Win
Voting & Participationon TV
Quizzes & Games
Mobile Content
MultimediaMessaging
Corporate SocialResponsibility
Direct Ad Response
Blogging &Podcasting
CustomerRelationshipManagement
Dear Valued Customer, in order to avoid thetotal suspension of your service please visit oneof our bmobile stores and make...
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E commerce marketing

  1. 1. E Commerce Marketing H J “Coach” Bengochea
  2. 2. Two Elements• e Commerce - Business - Mobile Business• e Marketing - Marketing Function - another media - Mobile Marketing
  3. 3. 25% Off Select Fitness & Wellness Items Hello. Sign in to get personalized recommendations. New customer? Start here. Sponsored by Philips Light Therapy Your Amazon.com | Todays Deals | Gifts & Wish Lists | Gift Cards Your Account | Help Shop All Departments Search Books Cart Wish List Advanced Browse New The New York Libros en Bargain Books Bestsellers Textbooks Search Subjects Releases Times® Bestsellers español Books Browse Books Books Amazon Kindle Browse the best books of 2010, bestsellers in Books, new and used textbooks, Kindle (Wi-Fi, 6") and Kindle ebooks Kindle 3G (Free 3G + Wi-Fi, New from Oprahs Book Club® 6") Charles Dickens raises critical Kindle DX (Free 3G, 9.7", Graphite) moral and political issues in his enduring literary masterpieces, Kindle eBooks A Tale of Two Cities and Great Categories Expectations, now bound 2011 Calendars together in a beautiful new Amazon Student double volume and available in paperback and Kindle book Arts & Photography editions. Audiobooks › Visit the Charles Dickens Page Audible Audiobook Downloads Biographies & Memoirs Business & Investing Resolution Resources: Get Ready for a Healthy and Happy Childrens Books New Year Christian Books Comics & Graphic NovelsE-Commerce Computers & Internet Cooking, Food & Wine Crafts & Hobbies Bestsellers Entertainment Books : Top 100 Gay & Lesbian Save up to 45% - Updated hourly Career Inspiration Diets & Weight Loss Health, Mind & Body Exercise See more See more 1. 3 days in the top 100 History See more Cinch!: Conquer Cravings, Drop Home & Garden Pounds, and Lose Inches Literature & Fiction › Cynthia Sass Mystery & Thrillers Hardcover Nonfiction $25.99 $14.29 Outdoors & Nature 2. 25 days in the top 100 Parenting & Families Heaven is for Real: A Little Boys Politics Astounding Story of His… › Todd Burpo … Professional & Technical Paperback Puzzles & Games Healthy Cooking Personal Health Relationships & $16.99 $6.49 Rare & Collectible Books Self-Help See more See more Reference See more 3. 63 days in the top 100 Unbroken: A World War II Story of Religion & Spirituality Survival, Resilience, and… Romance › Laura Hillenbrand Science Hardcover Science Fiction & Fantasy Featured Categories $27.00 $13.99 Self-Help 4. 466 days in the top 100 Sports Publication Manual of the American Teens Psychological… Textbooks American Psychological Travel Association Paperback Childrens Categories Babies & Toddlers $28.95 $22.76 New Year, New You Best Books of the 2011 Best Books of 2010 Month Ages 4-8 5. 2 days in the top 100 Ages 9-12 Diets & Weight Loss Top 100 Editors Picks Spotlight: Salinger: A The 7: Seven Wonders That Will Childrens Book Awards Top 100 Customer Life by Kenneth Change Your Life Career Inspiration Favorites Slawensk › Glenn Beck … Gift Ideas in Books for Kids & Healthy Cooking Teens Best eBooks of 2010 The Weird Sisters by Hardcover See more All Childrens Books See more Eleanor Brown $24.99 $12.88 The Empty Family: Bargain Books 6. 16 days in the top 100 Stories by Colm Toibin Black Friday Deals Awakened (House of Night) See more Best Books 4-for-3 Books › P. C. Cast … of the Month for Former Bestsellers January Hardcover Under $5 $17.99 $8.99 Under $10 7. 51 days in the top 100 All Bargain Books The 4-Hour Body: An Uncommon Best Books Guide to Rapid Fat-Loss,… http://www.amazon.com/books-used-books-textbooks/b/ref=sa_menu_bo0?ie=UTF8&node=283155 Page 1 of 3
  4. 4. Coca-Cola United States 1/5/11 11:09 PM Log In · Register · Change Country Open Happiness My Coke Rewards Shop Our Store Coke in the USA MyCoke About The Coca-Cola Company Careers Product Information Nutrition Information Contact Us Terms Of Use- UPDATED Privacy Policy © 2010 The Coca-Cola Company, all rights reserved. Coca-Cola®, "Open Happiness", and the Contour Bottle are registered trademarks of The Coca-Cola Company. Site Map E-Marketing
  5. 5. Type of Interactions• B2C - Amazon• B2B - Emap• C2B - Priceline• C2C - eBay
  6. 6. Emap | b2b Exhibitions, Events, Magazines, Conferences and Data 1/5/11 11:06 PM Festivals and Awards Conferences Exhibitions Publications Insight & Data enter keyword... About Us Brands Sectors Product Format Division Emap and You Careers Contact us Latest news BETT Middle East – a great success! £700 million savings already achieved on London Thames Tunnel Project Jonathan Porritt praises industry low carbon commitment at BEST FESTIVALS & AWARDS CONFERENCES EXHIBITIONS PUBLICATIONS INSIGHT & DATA Featured Jobs Emap delivers intelligence, inspiration and access through publications, events and data businesses Job Title: IT Development Manager Fashion - Dehavilland - Emap Insight Automotive Downloads Division: Insight Emap is central to Discipline: IT providing the latest The definitive report on how Built information, analysis the credit crunch will affect As IT Development Manager, Environment and inspiration to the your business. Brought to you you will be working your primary apparel, style, design by the UK retail and UK construction sectors’ top role will be to head up Education and retail industries, business information brands. development for a political news so that our customers can maximize Read more... monitoring business, working to Fashion opportunities and maintain and develop a bespoke avoid the pitfalls of web based CMS system built on Subscribe today’s changing ASP.NET C# and SQL Server, Government fashion industry. WGSN’s forward- Nursing Times, the UK’s web services and WinForms looking trend analysis leading independent weekly application. and real-time magazine, publishes original Health intelligence is updated nursing research and a host of Read more... every hour. Drapers clinical articles for nurses at all has been at the heart stages in their career. Read Media of the fashion industry more…. Job Title: Head of Business for over 120 years, Development - WGSN offering the inside- Division: Insight Retail track on the news, Discipline: Sales trends, and views that WGSN, the leading online trend are shaping the sector. analysis and research service, has created a new opening for a Head of Business Development. Read more... About us Brands Sectors Platforms Work with us Careers Contact us © Copyright 2009 Emap. All use is subject to our Terms of use and Privacy policy. Home B2B
  7. 7. My eBay Sell Community Contact us Help Welcome! Sign in or register. Learn more All Categories Search Advanced Daily Deals All Categories Free Shipping Fashion 92% 67% OFF OFF Motors Electronics & Technology Collectibles & Art OfficeWork LG HBM-520 Home, Outdoors & Decor Multimedia Essentials Bluetooth Headset S... $14.99 $9.99 Movies, Music & Games Books See more great deals Daily Deals Classifieds Welcome to eBay Shop safely on eBay Sign in eBay Buyer Protection Whether youre new to eBay or a eBay Buyer Protection Back for more fun? Sign in now to buy, veteran user, we have just the right Weve got you covered! bid and sell, or to manage your tools to get you on the right track. Learn more. account. New to eBay eBay Top - Rated Sellers Sign in Sign in eBay Top-Rated Sellers Get great service & fast Not registered yet? How to buy shipping from top-rated Join the millions of people who are sellers. already a part of the eBay family.B2C How to sell PayPal PayPal Register Register Increase your sales PayPal is the worlds most- loved way to pay and get paid. Popular on eBay Trends on eBay Updated daily pretty little liars anne francis colts tickets Garmin nuvi 205W Garmin nuvi 255W Garmin Forerunner Insignia NS-NAV01 Garmin nuvi 1350T Automotive GPS Automotive GPS 305 GPS Receiver Automotive GPS Automotive GPS diamond engagement rings Receiver From: $79.99 Receiver From: $97.00 From: $124.88 Receive... From: $54.11 Receive... From: $109.99 seattle seahawks tickets BUY SELL ABOUT EBAY EBAY COMPANIES TOOLS CONTACT US EBAY SITES Registration Top-rated sellers Company Info eBay Classifieds Downloads Buyer protection Affiliates Announcements Half.com Developers Help bidding & buying Learn to sell Gift Certificates PayPal eBay Mobile Jobs See all About eBay | Security Center | Buyer Tools | Policies | Stores | Site Map | eBay official time Copyright © 1995-2011 eBay Inc. All Rights Reserved. Designated trademarks and brands are the property of their respective owners. Use of this Web site constitutes acceptance of the eBay User Agreement and Privacy Policy. http://www.ebay.com/ Page 1 of 1
  8. 8. sign in my profile my trips check your request help last minute deals priceline Visa card - get a free night flights hotels cars vacation packages cruises activities pricebreaker deals city guides rewards groups shop for discount travel new to priceline? freshly negotiated travel deals last minute pricebreaker deals flights hotels cars vacations cruises hotel freebies - search deals in any city! package and save up to $500: Walt Disney World® vacations for less flight only flight + hotel hotels for you from (city or airport) to (city or airport) flight + hotel + car departing returning for you mm/dd/yy mm/dd/yy im flying one-way passengers Orlando Hotels (18+ years) (2-17 years) Sea World - Intl. Drive - Convention 1 Adult 0 Child Center $99 click here for multi-destination trips and other options travel deals for youC2B name your own price ® - backed by our Big Deal Guarantee my deals | my rewards Flight deals you might like: New York City to Las Ve... $240 -- New York City to Los An... $262 -- New York City to Miami $167 -- save up to save up to save up to New York City to Ft. La... $159 -- 40% on flights* 50% on hotels* 40% on cars* New York City to Orland... $179 -- See more flight deals Hotel winning bids you might like: Universal Orlando Resort A... $55 Orlando,FL Sea World - Intl. Drive - ... $99 Orlando,FL Exclusive Name Your Own Price discounts backed by our Big Deal Guarantee South Beach - Ocean Drive $150 Best Price Guarantee protection Miami,FL No Booking Fees on published price flights, cars, See more winning bids packages Package Savings of up to $500 Rental car winning bids you might like: Las Vegas, NV (LAS) Economy Car $11/day Compact Car $11/day Full-Size Car $13/day Mid-Size Car $14/day Standard Car $14/day Premium Car $20/day Mid-Size SUV $25/day * Percent savings shown apply to Name Your Own Price®, which is different from published priced services. For published priced flights, additional taxes MiniVan $25/day and airline fees apply. Convertible Car $30/day Luxury Car $40/day http://www.priceline.com/ Page 1 of 2
  9. 9. Objectives • Sell• e Commerce • Serve - Business • Speak (Dialogue)• e Marketing • Save - Marketing Function - another media • Sizzle 9
  10. 10. Life Cycle of Online Presence Fully Interactive Interactive Simple Interactive Static Informative Basic PresenceNo Website 10
  11. 11. Marketing and Promotions Process ModelOpportunity Product Promotion Identifying analysis decisions to final markets buyer Promotional decisionsCompetitive Pricing analysis decisions • Advertising • Direct Market marketing segmentation Ultimate • Interactive consumer Target Channel-of- marketing Internet/marketing distribution Interactive • Consumers • Sales decisions promotion • Businesses • Publicity and Selecting a public relations Promotion target market • Personal to trade selling Positioning Resellers through marketing strategies Purchase © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
  12. 12. The Interactive Nature of e-Marketing• Dialogue, Dialogue, Dialogue• Conversations• Algorithms - Series of Sequenced automatic responses to customer clicks• Data Mining - capturing customer information to better serve them 12
  13. 13. • A clear differentiation of the online proposition compared to the companies conventional offline proposition.• A clear differentiation of the online proposition from competitors.• Target market segment(s) that the proposition will appeal to.• Communicate the proposition • Deliver the proposition across different parts of the buying process
  14. 14. OVP & the 6Cs• Content• Customization• Community• Convenience• Choice• Cost Reduction
  15. 15. Deliver the proposition across different parts of the buyingprocess 5% Customer 20% TrialAction 20% 25% Preference 25% Decision 40% Liking 40% Evaluation 70% Knowledge 70% Information Search 90% Awareness 90% Problem Recognition © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
  16. 16. Customers seek a trusting relationship A trusting relationship Consumer agreement to two-way communication Website promise not to disseminate information Visitors choose anonymity
  17. 17. Servicing the e-Customer E-mail notification, FAQs, History, Knowledge base, Diagnostics, e-newsletters competitions, reminder service, loyalty schemes recommendations Customer Gift Options, Delivery Options, 20% Trial Minimize steps Action Security guarantee, service promise 25% Preference Discounts, Store locator, Call to Action Decision Reviews and ratings Online Product guides, Detailed Information, 40% Liking Product picture, Price, availability, deliver, Evaluation Reviews and ratings Key Word Search, Product code,Knowledge 70% Faceted Browse Information Search Search Engines, Portals 90% Awareness Featured Products, Banner Ads Problem Recognition Opt-in-e-mail © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
  18. 18. One Benefit of E-Commerce Marketing over off-line Business ...is the advanced Metrics e.g. Google Analytics• Visits to the site• Registering and Logging on• Regularity of visits and time on the site.• Conversion rate to transactions 18
  19. 19. • Consistent…reliable and trustworthy delivery of the customer banking experience across channels. Example: First Direct.• Innnovative…using new medium to create new value. Example: Tesco.com.• Differentiated…uniquely offering a customer experience that is different from the ones that competitors offer. Example: Egg.• Valuable…creating additional value in different ways. Examples: BBC.com
  20. 20. Why bank with first direct | first direct 1/5/11 11:28 PMWhy bank with first direct? Innovation, customer satisfaction and great products. We dont win all our awards for nothing Here are just a few interesting, maybe even compelling facts: were always trying to figure out new ways to make our customers lives easier so as youd expect, were at the forefront of new technologies. We offer you Mobile Banking, Text Message Banking, award-winning online Podcasts and Vodcasts and on top of all that we create online spaces for you to communicate with us and other customers, inviting you to become part of our community and give voice to your thoughts. Check out Little Black Book, Talking Point and Social Media Newsroom as we never close, you may wonder how we find the time to fit in anything else. The truth is, we make the time to get involved in community, charity and environmental projects, theyre at the heart of our culture. We dont just give money either, we really get stuck in, from installing solar panels to planting trees around Britains cities. To see if we can inspire you, take a look at Involved on our interactive site we have a long lasting relationship with ChildLine. We understand the importance of being able to speak to a real person 24 7 365. So, we continually raise money for, and sponsor ChildLine in the national press and on our website. This year we turned 21 and so we have pledged to raise £2.1million by the end of the year for ChildLine. See what else weve got up to on our interactive site. So, you dont have to settle for run-of-the-mill banking. As a first direct customer youre promised outstanding service, great products and a bank that cares about more than just finance. Whats more, were so confident youll love us, we offer you a satisfaction guarantee*. What have you got to lose? *If youre not happy with our service after six months, well help you move banks and give you £100 for any inconvenience. This site is intended for residents of the United Kingdom only. first direct is a division of HSBC Bank plc. © HSBC Bank plc 2008. All Rights Reserved. Member HSBC Group. Because we want to make sure were doing a good job, we may monitor or record our calls. We hope you dont mind.
  21. 21. Online Grocery Shopping & Delivery Service - Tesco.com 1/5/11 11:30 PM The BIG Sale Tesco TV Clubcard Store locator Price Check Contact us Direct Groceries Wine by the case Entertainment Clothing Phone Shop Banking & Books & Insurance PC, Photo & Gaming See all offers > Bin End Bonanza > Free delivery > Sale now on > Pay monthly sale > Car insurance > Phones Weight Watchers Home Electrical From £1 Sound & Vision Buy now > Furniture & Kitchen Home & Bath Fitness Machinery and Accessories DIY & Car Save up to 1/3rd Clothing & Jewellery See more > Sports & Leisure Toys & Gifts Clothing sale On selected items Baby & Toddler Buy now > Garden Clubcard Greener Living Community Tesco Diets Tesco Apps Points on Save money, FA Tesco skills The diet that Shop on the go purchases be green delivers Recipes Baby & Toddler Flowers Photo Centre Tesco Magazine Enter town or post code to find a Tesco store near you: Cooking tips Join now! and videos Price check Nutri Centre Opticians Store locator Go About this website: Help Accessibility Site map Careers Tesco PLC Privacy policy Terms & conditions More Tesco sites: Books Gas & electricity Travel Nurture Tesco Gift Card Health Tesco Gold Exchange Other links: Sell your home Contact us Sign-up for emails Product recall Browse faster Petrol filling stations © Tesco PLC 2011
  22. 22. 1. On homepage through feature lists or imagery that shows the benefits or experiences that are With available 1. Taglines2. In the About Us section 2. Graphics3. In the Contact Us section 3. Features4. In the Help section 4. Benefits5. In the e-newsletter archive6. In Frequently Asked Questions
  23. 23. • Make your OVP stationary and • Be specific obvious • Create a sense of urgency• Eliminate irrelevant information • Mitigate buyer’s risk• Don’t be afraid of white space • Make it about an outcome, not a• Be brief process• Use customer language – forget • It should elevate you above your buzzwords and acronyms competitors• Make your value proposition clear and precise• Focus on a single benefit
  24. 24. Marketing Mix REMIXBeyond the Mix
  25. 25. Expanded Mix or New Look Mix Product  Identification - customer  Customer specifics Needs Place  Individualization - tailored  Cost to Price for lifetime purchases Customer Promotion  Interaction - Dialogue to  Convenience People learn about customers needs  Communicati  Integration - of knowledge on Process of customers into all parts of Physical the company Evidence Integrity - Develop trust Partnerships through non-intrusive marketing such as permission marketing
  26. 26. Whatever the Mix - its all about Relationships Relationships Interactive Strategic Alliances Supply Chain Management (of Relationships) Partnerships 26
  27. 27. Product Digital Value Experiencing the Brand online OVP Customer focus - Customization 27
  28. 28. Price Price Transparency Price CustomizationNew Pricing Models - ScientificPricing...fluid .. changing continuously 28
  29. 29. Place Online & Offline distribution New Distribution Models – Disintermediation - direct to the customer – Reintermediation - new types of middlemen uniting customers and suppliers – Infomediation - hold information – Channel Confluence - Merging of Channel offer – Peer to Peer Services - e.g. Music Sharing – Affiliation - affiliate partners who market the services 29
  30. 30. People Resourcing and Training Automation - auto-responders, FAQs,Virtual assistants, affiliates Contact with persons - Live Chats 30
  31. 31. Physical Evidence Online Physical Evidence – Guarantees – Refund Policies – Privacy Policies – Trade Body memberships – Awards 31
  32. 32. Process Optimizing Internal and Externalprocesses through the Web – Availability – Transparency – Prompt Response – Order Visibility 32
  33. 33. Partnerships• Collaborative arrangements between firms• Sharing of vital information, assets and technology• No royalty and fee arrangements• No formal ownership between partners
  34. 34. Benefits of Partnerships•Complements the strategic initiative•Strengthens the competitiveness
  35. 35. YouTube E-theory• e-Business (running a business electronically)• e-Marketing (marketing online)• e-Commerce (selling online)
  36. 36. e-Commerce Platform• Click-to-buy ads – side of video• Products and services that can be bought are related to specific videos; shown throughout video• Allows partners to generate additional revenue from their content beyond advertising.
  37. 37. eCommerce Platform• Increases usage of website by account owners and visitors• Overall objective – increased revenue for YouTube
  38. 38. Partnership examples• Apple Inc – iTunes & Apple TV• Amazon.com• TiVo• Nintendo Wii• Playstation 3.
  39. 39. 
  40. 40.
  41. 41.  
  42. 42. Partnerships•Started in October, 2007•Expansion into Europe in 2009•Continue to improve on its partnership program strategies
  43. 43. Guide to effective promotion Online versus Offline Mix Integration - IMC Creativity Interaction Globalization Resourcing Contests
  44. 44. PROMOTION Promotional Online Executions Mix Advertising Pay per click search advertising Sales Promotion Incentives and rewards D i r e c t Opt – in email Marketing Public Relations Social Networks, links and virals Branding & Affiliate Marketing SellingAdapted from Chaffey and Smith, eMarketing eXcellence, 2008
  45. 45. PROMOTING THE RELEASE OF MY NAME IS KHAN ONLINE•Advertising (Search engine optimisation and pay per click)When searching via Google, users are directed tothe film’s official website at the first hitwww.mynameiskhanthefilm.com Cheryse Abraham
  46. 46. PROMOTING THE RELEASE OF MY NAME IS KHAN ONLINE•Sales Promotion(Using affiliate marketing) Book tickets online Buy One Get One Free Strip display on www.kyazoonga.com The official ticketing partner
  47. 47. PROMOTING THE RELEASE OF MY NAME IS KHAN ONLINE SALES PROMOTION - CONTEST
  48. 48. PROMOTING THE RELEASE OF MY NAME IS KHAN ONLINE•Direct Marketing Opt – in Email: register for updates
  49. 49. PROMOTING THE RELEASE OF MY NAME IS KHAN ONLINE• PR using social networking:• Facebook• Twitter• Blogger• Flickr• You Tube
  50. 50. PROMOTING THE RELEASE OF MY NAME IS KHAN ONLINEBecome a Fan on Facebook
  51. 51. PROMOTING THE RELEASE OF MY NAME IS KHAN ONLINEFollow the movie on You Tube
  52. 52. CONCLUSION - WEBSITE A SUCCESS• The online promotion of My Name is Khan was effective in Mix, Integration, Creativity, Interaction and Globalisation• The online value proposition for delivering the experience that consumers desired was always prevalent• Brand equity was always maintained within the theme of Khan’s journey for love, the website capitalised on its unique selling point of the movie
  53. 53. Digital Technology is transforming the way we live • How we Shop• Information • How we Work• Communication • How we Learn Impacting• Smart Tools • How we Entertain
  54. 54. Creating an Explosion of Products• How to keep up?• Which to choose?• How to differentiate?
  55. 55. Thereby forging new Business Models• Business Models• Revenue Models• Communications Models• Buying Models
  56. 56. The Streets and Mall are now Online• How do people traverse the “Online Streets and Malls”• A New Ecosystem consisting of - Search Engines e.g. Google,Yahoo - Intermediaries & Media Sites e.g. YouTube, Facebook - Destination Websites
  57. 57. Growing Importance of the Long Tail in the New Ecosystem• Explosion of small and micro suppliers (their websites) and products and services each selling micro amounts but available non-the-less• An opportunity for the small and micro - but it has to be unique
  58. 58. Online Revenue Models• Subscription • Affiliate• Pay per View • Selling subscriber lists• Display Advertising • Online Research of• Pay per Click subscription list• Sponsorship
  59. 59. New Communication ModelsOne One One Few Person PersonMany Many
  60. 60. Communicating with the e-Customer E-mail notification, FAQs, History, Knowledge base, Diagnostics, e-newsletters competitions, reminder service, loyalty schemes recommendations Customer Gift Options, Delivery Options, 20% Trial Minimize steps Action Security guarantee, service promise 25% Preference Discounts, Store locator, Call to Action Decision Reviews and ratings Online Product guides, Detailed Information, 40% Liking Product picture, Price, availability, deliver, Evaluation Reviews and ratings Key Word Search, Product code,Knowledge 70% Faceted Browse Information Search Search Engines, Portals 90% Awareness Featured Products, Banner Ads Problem Recognition Opt-in-e-mail © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
  61. 61. Web 2.0 & Social Network• Participation • Interactive Web services e.g. Blogger• User generated content • Simplicity• Rating• Ad-funding• RSS
  62. 62. E-Customer Buying Model E-mail notification, FAQs, History, Knowledge base, Diagnostics, e-newsletters competitions, reminder service, loyalty schemes recommendations Customer Gift Options, Delivery Options, 20% Trial Minimize steps Action Security guarantee, service promise 25% Preference Discounts, Store locator, Call to Action Decision Reviews and ratings Online Product guides, Detailed Information, 40% Liking Product picture, Price, availability, deliver, Evaluation Reviews and ratings Key Word Search, Product code,Knowledge 70% Faceted Browse Information Search Search Engines, Portals 90% Awareness Featured Products, Banner Ads Problem Recognition Opt-in-e-mail © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
  63. 63. Know your E-Customers Meet SuccessfulE-CustomerMotivation E-Customer Expectations = Transaction Fears & Phobias 70
  64. 64. E-Customer MotivationE-Customer Online ValueMotivation PropositionInformation Search • ContentE-Mail • CustomizationTravel • CommunityPublic Authorities • ConvenienceKnow How to • Choice • Cost Reduction 71
  65. 65. Expectations PromisesUnderstand Expectations Information Accuracy E-Mail ResponseSetting & Communicating the Promise Security GuaranteesDelivering the Promise Delivery Guarantees Return Guarantees Price Promises 72
  66. 66. Consumers Pyramid of Trust A trusting Consumer agreement to two-way communication Merchant’s promise not to disseminate information Visitors choose anonymity
  67. 67. 1. Customization - Caters the products, services, and the shopping experience to you.2. Contact interactivity - Availability and effectiveness of customer support tools on a website.3. Cultivation- Offering deals and incentives and provide follow up product information.4. Care - Providing solid service and products.5. Community - As customers exchange ideas, experiences, and opinions it exposes service gaps.6. Choice - Buyers typically prefer a one-stop shopping experience.7. Convenience – Easy navigation, layout and use of website.8. Character - Stunning web graphics, video and photos.
  68. 68. The C’s At Amazon.comCustomization Understands customer behavior. Offers items or bundles.Contact Tracking Packages.InteractivityCultivation “Today’s Deals” and Gifts.Care Solid After sales service- Returns and Refunds.Community “Your Community” and Discussion Boards- Discussion with other customers and share product reviews.Choice 12 Departments to shop from. Wide range of products.Convenience Website is easy to use.
  69. 69. Acquiring online customers is so expensive (20–30% higher than for traditional businesses).Retaining just 5% more customers, online companies can boost their profits by 25% to 95%.Increases positive “Word of Mouse”.Increased E-tailers competition.Increases revenue.
  70. 70. Amazon E-Commerce Marketer of the Year 79
  71. 71. “A Customer Description that includes Demographic, Geographic and Psychographic characteristics, buying patterns, creditworthiness, purchase history, etc.” http://www.businessdictionary.com/definition/customer-profile.html“Customer profiles refer to a data collection which shows the socio-economical and demographical characteristics of a group of people.”
  72. 72. Customer profiles can be broken down into two types:1. Demographically based profiles: this is organised based on a set of predetermined characteristics e.g. age, sex, marital status2. Behaviour-based profiles: this is prepared after observing the behavioural patterns a customer e.g. website visits and payment patterns
  73. 73. BUSINESS TO CUSTOMERS (B2C) ACCCESS TO CHANNEL INFLUENCED ONLINE PURCHASE D ONLINE
  74. 74. 1. Access to channels: review who has access and usage of the internet this must be looked at from both a geographic and demographic standpoint. Also the non-users of the internet ( who comprise of mainly adults) look at what other forms of media they are following and why2. Influenced online: Analyze how influential the online media is on clients. -Do customers go online to gain information on products or services? - Are customer buying decisions persuaded by what they see online? - Is online inlfluence strong in the buying process of our market?
  75. 75. Information shown ina customer profile
  76. 76. A B2CCustomerProfile
  77. 77. Benefits of Customer Profiles1. Helps the business to understand untapped market potential2. Improve target marketing3. Choose better store sites4. Cost Effective5. Helps you find out who are your unwanted customers6. Categorize customers by more relevant and defined criteria rather than just general impressions
  78. 78. 1. Solve your customer complaints by being quick and friendly.2. Provide a "Contact Page" on your web site.3. Create a customer focus group.4. Create a long term relationship with your entire customer base e.g. E zine.5. Interact with your online customers on a regular basis e.g. chat room.6. Keep your product available to your customers at all times.7. Offer a free trial of your product for a set period of time.8. Give your new customers surprise free gifts.9. Keep your loyal customers happy e.g. discounts and free gifts.10. Give your prospects extra incentives so they will order faster e.g. free shipping.
  79. 79. E-Customers Researching the Online Customerhttp://www.babycenter.com/http://www.babycentre.co.uk/ Tamika Griffith
  80. 80. E-CustomersResearching the Online Customer BLOGS
  81. 81. Blog Header
  82. 82. Dadformation anyone ? “I am always so tired of seeingarticles about single moms. I am a single father raising a daughter alone. I never see articles about dads doing this, and the issues that they have”Dads at BabyCenter, tell us: Do you read Momformation? Do you feel comfortable commenting here?
  83. 83. E-CustomersResearching the Online Customer ONLINE POLLS & SURVEYS
  84. 84. E-CustomersResearching the Online Customer CHAT ROOMS/ FORUMS
  85. 85. Chat Rooms
  86. 86. On-Line counseling
  87. 87. E-CustomersResearching the Online Customer BULLETIN BOARDS
  88. 88. COMMUNITY: BoardsBulletin BoardsWelcome to the Babycenter Community! Connect and share on the topicsmost important to you from family finances to whats for dinner. You can alsotalk with expecting moms who are due when you are, or parents who havechildren born the same month as yours.Popular Boards - Bargain Hunters - Actively trying to conceive - Cooking for your family
  89. 89. Popular Boards: Bargain Hunters Share your tips on saving money and where to find the best bargains, deals, and freebies for your family. If youre looking for free stuff and great deals, check out our advertiser sponsored BabyCenter facebook app Started By BCRebecca, Feb-02  Did you guys know we now have a BabyCenter facebook app? Check it out: http://apps.facebook.com/ howbigismybaby/Get your own:http://apps.facebook.com/ howbigismybaby/profile/edit Only...
  90. 90. Popular Boards: Bargain Hunters: Advertisers/marketers should advertise on babycenter when having any sale/ bargains. Sponsor use the information from the bulletin boards to formulate extensions for their products. For instance a sponsor on babycenter may want to sell its products on e-bay (as oppose to the store only) to attract bargain hunters. A marketer may want to send email messages to users on Facebook. These messages can be anything from a new product, a sale, advice and tips, etc. Advertisers may also want to join the bulletin boards discussion and inform users of upcoming sales and events at no cost.
  91. 91. Cooking for Your Family Marketers can use the information on the bulletin board: - Sponsor page: Build Brand Awareness - Offer free recipes with purchase of products - Sponsor a live online cooking session such as Healthy Cooking for Kids on every Monday at 11:00a.m. The sponsor not only gets brand recognition but creates recipes and tips from use of their product. - Marketers can segment their offerings such as Healthy Living, Expecting Guests, Slumber Party, Fundraisers, Etc.
  92. 92. E-CustomersResearching the Online Customer Focus Groups
  93. 93. Information Consumer Information Consumer Information Consumer Shopping list of Market ResearchBusiness Need Products/Vendors Review Benefits of a Focus Group to Drawbacks of the focus Online Marketing Analysis of the focus group group to online marketings
  94. 94. E-CustomersResearching the Online Customer Web Analytics www.clicktracks.com www.webtrends.com
  95. 95. Make sense of search marketing. Find out which paid keywords and organicterms generate traffic and conversions via easy-to-interpret Web analytics reports graphsand trends.See whats changed Quickly spot unusual activity by comparing major differences in key performance indicators (KPI) and metrics. For example, a particular keyword maydrive much more traffic this week than last week.Prevent click fraud. Identify the search marketing ads that are eating away at yourbudget without delivering results.Understand visitor behavior. Data visualizations take the guesswork out of analyzingvisitor behavior by showing you exactly how visitors are interacting with your site. Stay current. Unlike plain Web stats, Web tracking or Web analytics software, our hosted solution is updated constantly – so your tools stay current automatically.
  96. 96. Things are changing and changing fast• Growth of mobile phones & Mobile Exponential wireless devices (iPod, iPad etc.) Change in Human Behaviour &• Growth of Internet Society (See Tunesia to• Growth of Cable & Interactive Digital TV & WebRadio & Digital Signage Egypt via Twitter, Facebook &• Growth of Computing capability YouTube)• Growth of affordability of the technology (See quotations in your text book) 107
  97. 97. 108
  98. 98. Mobile Devices Mobile phone Technological Advances
  99. 99. Today’s Cell phone featuresCell phones are about to evolve again in size, in features, and in scope of use.The latest in mobile technology has a slew of new features that are a marketersor public relations professionals dream come true.Cell Phone Features:•Email,•Texting,•Web browsing,•Word processing,•Spreadsheets,•Gaming•Taking pictures or video added to most cell phones.•Touch-screen technology•Voice control has been available to give commands and dial phone numbers butin the next year, voice control will enhanced to allow you to send messages andsurf the web.
  100. 100. Near Field Communication (NFC)• NFC technology – Provides a way for consumers to use mobile phones for making payments, among other things. – Other uses of this technology • Ability to transfer photos from phone to digital photo frames
  101. 101. Going Paperless with Cell Phones• Access to store coupons and tickets to concerts. –Customer logs onto the web site using cell phone, calls up the coupon or the ticket pass, shows it to the sales clerk or at the event gate, and receives the discount or the seat at an event. Show your mobile coupon to the cashier to get your discount!
  102. 102. Going Paperless with Cell Phones• Continental Airlines is experimenting with a cell- phone check-in system where the passenger would show an encrypted 2D bar code to a TSA agent instead of a paper-boarding pass.
  103. 103. GPS in Cell Phones now LBS• LBS can locate cell phone users in the same area. The service is enhanced with additional services such as suggesting nearby restaurants and stores to locating your friends’ whereabouts.• GPS will be enhanced with the availability of 3-D maps that users can zero in on specific locations or spin the globe with just the touch of a finger.
  104. 104. Google map for mobile devices
  105. 105. Latitude
  106. 106. iPhone Features for Sales Professionals• Apple has introduced several new features that can help sales, marketing, and public relations people track projects and people better.• New features include: – Sales process, a voice reminds you of the steps of the sales process – Expense Report, tracks expenses and replaces lost receipts. – Car Locator, GPS feature locates where you parked your car.
  107. 107. iPhone Features for Sales Professionals– Lie Dectector, by holding the iPhone within 6 feet of a prospect’s face, the phone will scan the person’s facial expressions and flash “OK” or “BS” depending if the person is telling the truth or telling a lie.– Persuasion Booster, makes the sound of the sales person’s voice digitally enhanced to project greater confidence.
  108. 108. Smartphone TV
  109. 109. Mobile User Interfaces + Mobile Web/• Widgets Mobile computing is rapidly becoming a new platform for everything from consumer mobile apps to B2E (business-to-employee) and B2C (business-to-customer).• Modern day smartphones like the iPhone, Android, Blackberry, and others deliver better interfaces for browsing the web, thus making it accessible to more people.• Widget-like applications will become more common especially in B2C strategies.
  110. 110. Display Technologies• Display technologies will also see improvements in the upcoming years.• New technologies like active pixel displays, passive displays and pico projectors will have an impact. Pico projectors - the tiny portable projectors will enable instant presentations in informal settings without cumbersome equipment.
  111. 111. E-Tools Presentation Mobile Devices
  112. 112. Mobile Devices Laptops Blackberry smartphones I phone Cellular phones Bluetooth & Infrared connectivity Mobile internet connectivity
  113. 113. Mobile Marketing Elements SMS + Bluetooth + MP3 players + Cameras = Mobile Marketing HeavenPowerful interactive device which has somehow moved far beyond being just a phone.
  114. 114.  Described simply by experts in mobile marketing as personal marketing.Mobile advertisers are using five main tactics to deliver their message: Drive traffic to branded mobile websites Click-to-call Campaign-specific landing page info Email capture Send text, picture, audio, or video message to user
  115. 115.  The value perceived in the advertisement is key to the attitude concerning that ad. Entertainment quality and the level of information in the ad help determine that value. High credibility associated with the ad positively influencing value. Irritation will negatively influence perceived ad value. High frequency of ads will negatively influence value of the advertising. Persons who consider privacy very valuable will have a negative perception of the ads value.Ads must be targeted, provide informative and/or entertaining content with a level of effective credibility.
  116. 116. Mobile Marketing Initiatives Text and win  Multimedia messaging Voting and participation on  Direct ad response: text a TV code to receive coupons Quizzes  Mobile music promoting culture Games  Bluetooth/ infrared Mobile content (pictures, ringtones, video)  Podcasting CRM  Mobile search
  117. 117. Text & Win
  118. 118. Voting & Participationon TV
  119. 119. Quizzes & Games
  120. 120. Mobile Content
  121. 121. MultimediaMessaging
  122. 122. Corporate SocialResponsibility
  123. 123. Direct Ad Response
  124. 124. Blogging &Podcasting
  125. 125. CustomerRelationshipManagement
  126. 126. Dear Valued Customer, in order to avoid thetotal suspension of your service please visit oneof our bmobile stores and make a pymt or set up a pymt plan. Top up w$50, 4 a chance to win Beyonce Tickets!
  127. 127. 149
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