Individual Onlines 5


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Individual Onlines 5

  1. 1. Analyzing Consumer Markets and Buyer Behavior Individuals Online
  2. 2. Topics <ul><li>The Dell triangle </li></ul><ul><li>Online marketing </li></ul><ul><li>Online behavior and interactivity </li></ul><ul><li>Web users </li></ul>
  3. 3. The Dell Triangle: Figure 4.1
  4. 4. Online Marketing <ul><li>Direct interaction creates customer value and sets the stage for relationship building </li></ul><ul><li>This creates opportunities for </li></ul><ul><ul><li>personalization </li></ul></ul><ul><ul><li>community building </li></ul></ul><ul><ul><li>real-time marketing </li></ul></ul>Figure 4.2 Customers use sites more as companies add more interactive content
  5. 5. Interactivity <ul><li>Menghasilkan pendapatan </li></ul><ul><li> Web Business Models </li></ul><ul><li>Mengurangi biaya layanan pelanggan </li></ul><ul><li> Customer Support and Online Quality </li></ul><ul><li>Menyediakan informasi untuk personalisasi </li></ul><ul><li> Personalization </li></ul><ul><li>Mengembangkan produk baru </li></ul><ul><li> New Product Development and the Net </li></ul>
  6. 6. Interactivity (Cont.) <ul><li>Meningkatkan pembangunan merek </li></ul><ul><li> Traffic and Brand Building </li></ul><ul><li>Membangun komunitas </li></ul><ul><li> Online Community </li></ul><ul><li>Menawarkan promosi khusus </li></ul><ul><li> Pricing in an Online World </li></ul><ul><li>Mengambil bagian dalam perdagangan elektronik  E-Commerce </li></ul><ul><li> Kontak pelanggan adalah satu dari sumber yang paling berharga bagi pemasar online </li></ul>
  7. 7. Online Behavior & Interactivity <ul><li>Interactivity depends on </li></ul><ul><ul><li>Direct communication </li></ul></ul><ul><ul><li>Individual choice </li></ul></ul><ul><ul><li>Friendly technology </li></ul></ul><ul><li>Let’s take a look at each of these </li></ul>Next
  8. 8. Direct Communication From Broadcast to Dialogue <ul><li>Dialogue is possible when there’s direct communication between marketer and customer </li></ul><ul><ul><li>Intermediaries can filter or block feedback </li></ul></ul>Figure 4.3 One-to-Many Broadcast (same message to all) Direct Targeting (one direction, different messages) One-to-One Interactive (unique messages to individuals)
  9. 9. Comparing Communication Methods <ul><li>Hoffman & Novak (1996): Compared traditional and online communication methods </li></ul><ul><li>They looked at </li></ul><ul><ul><li>Communication model: one-to-many  one-to one </li></ul></ul><ul><ul><li>Media symmetry: is the information flow symmetric? </li></ul></ul><ul><ul><li>Media content: use of text, images, audio, video </li></ul></ul><ul><ul><li>Diversity of information: the number of information sources available through the medium (billboards vs. cable TV or the Web) </li></ul></ul><ul><ul><li>Communication timing: synchronous vs. asynchronous </li></ul></ul><ul><ul><li>Personal interactivity: person-to-person vs. machine-mediated interaction </li></ul></ul>
  10. 10. Comparing Communication Methods Figure 4.4 <ul><li>The Web is a flexible technology </li></ul><ul><li>It’s evolving into a personal and dynamic communication medium </li></ul>Back
  11. 11. Individual Choice Selection + Suggestion = Value <ul><li>The modern economy presents a staggering amount of variety </li></ul><ul><ul><li>Typical supermarkets contain 25,000 different items </li></ul></ul><ul><ul><li>Variety expands even further without the physical constraints of inventory and shelf space </li></ul></ul><ul><li>Choice is confusing without a way to compare, evaluate & select among the huge number of possibilities </li></ul><ul><ul><li>New technologies combine selection and suggestion </li></ul></ul><ul><ul><li>Enable consumers to make more effective choices </li></ul></ul>
  12. 12. Impact on Consumer Choice Back
  13. 13. Friendly Technology <ul><li>Televisions, radios, telephones, and VCRs have market penetrations > 85% </li></ul><ul><li>The Web must become even easier & friendlier to reach the 98% household penetration of TV </li></ul><ul><li>As Web access devices becomes more appliance-like, increasing numbers of consumers will be online </li></ul><ul><li>Internet marketers must understand consumer behavior online </li></ul>Technology is technology only if it was invented after you were born
  14. 14. Web Stage and User Challenges <ul><li>The easiest type of online consumer activity is when loyal and experienced users perform simple tasks </li></ul><ul><li>More complicated tasks require marketers to develop better user interfaces </li></ul><ul><li>More risky transactions require marketers to establish trust and pay attention to customer needs </li></ul>Back Figure 4.6
  15. 15. Online Consumer Behavior <ul><li>Users relate to virtual information in many of the basic social ways they interact with people in their everyday lives </li></ul><ul><li>Users treat machines and software like people </li></ul>Byron Reeves & Cliff Nass The Media Equation Media = Real Life
  16. 16. Online Consumer Behavior <ul><li>The human brain isn’t well adapted to 20th century media </li></ul><ul><li>New media is engaging old brains </li></ul>Why Are There Social Responses to Information Technology?
  17. 17. Online Consumer Behavior <ul><li>Manners are critical in online & computer messages </li></ul><ul><li>Good Manners = positive responses </li></ul><ul><li>Behavior that is considered rude in real life is considered rude onscreen </li></ul>Simple Technological Features Can Elicit Strong Social Responses
  18. 18. Online Consumer Behavior Social Cues <ul><li>E-mail lacks the social cues that a phone conversation or a face-to-face meeting provide </li></ul><ul><li>Misunderstandings develop more easily because people it’s harder to judge confusion </li></ul><ul><ul><li>People don’t get the signals that make them stop and explain themselves in face-to-face discussion </li></ul></ul><ul><li>People tend to use stronger language and express themselves more frankly </li></ul><ul><li>And they tend to circulate their thoughts to a much wider audience </li></ul>
  19. 19. Online Consumer Behavior Social Cues <ul><li>Unhappy customers may resort to flaming </li></ul><ul><ul><li>E-mail makes it easy to escalate negative word of mouth </li></ul></ul><ul><ul><li>Flaming can lead to bad press </li></ul></ul><ul><li>Customer service reps have to be careful not to respond similarly </li></ul><ul><ul><li>Requires deliberate policy and training </li></ul></ul>
  20. 20. Online Consumer Behavior Cognitive Difficulty <ul><li>One of the challenges of providing online information is making it accessible to users </li></ul><ul><li>Providing effective search functionality is key </li></ul><ul><li>Site developers must understand how their users are likely to search and browse </li></ul>
  21. 21. Who’s Online? <ul><li>High income </li></ul><ul><li>Above average education </li></ul><ul><li>Heaviest users: 30-49 years old </li></ul><ul><ul><li>students & kids also online </li></ul></ul><ul><ul><li>seniors & older middle-aged less likely </li></ul></ul><ul><li>Gap between male & female is closing </li></ul><ul><li>US dominates </li></ul><ul><ul><li>wealthiest European & Asian countries coming online quickly </li></ul></ul>
  22. 22. Internet Users by Cities Internet is an upper class domain Sumber : AC Nielsen, dikutip dari Marketing, Agustus 2005
  23. 23. E-mail is the most common feature used Sumber : AC Nielsen, dikutip dari Marketing, Agustus 2005
  24. 24. GENDER AGE EDUCATION 6,5 16,2 16,3 27,7 23,3 10 40 + yr 30-39 yr 25-29 yr 20-24 yr 15-19 yr 10-14 yr Sumber : AC Nielsen, dikutip dari Marketing, Agustus 2005 Back
  25. 25. As Time Passes <ul><li>More people online </li></ul><ul><li>More people connecting at higher speeds </li></ul><ul><li>More people using the Web to shop and transact business </li></ul><ul><ul><li>>40% of those with 4+ years experience on the Web regularly shop and conduct Web commerce </li></ul></ul><ul><ul><li>as opposed to only 12% of people who have been online for <1 year </li></ul></ul>