Two Elements• e Commerce - Business - Mobile Business• e Marketing - Marketing Function - another media - Mobile Marketing
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Objectives • Sell• e Commerce • Serve - Business • Speak (Dialogue)• e Marketing • Save - Marketing Function - another media • Sizzle 9
Life Cycle of Online Presence Fully Interactive Interactive Simple Interactive Static Informative Basic PresenceNo Website 10
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
• 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
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
• 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
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
• 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
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
Whatever the Mix - its all about Relationships Relationships Interactive Strategic Alliances Supply Chain Management (of Relationships) Partnerships 26
Product Digital Value Experiencing the Brand online OVP Customer focus - Customization 27
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
People Resourcing and Training Automation - auto-responders, FAQs,Virtual assistants, affiliates Contact with persons - Live Chats 30
Process Optimizing Internal and Externalprocesses through the Web – Availability – Transparency – Prompt Response – Order Visibility 32
Partnerships• Collaborative arrangements between ﬁrms• Sharing of vital information, assets and technology• No royalty and fee arrangements• No formal ownership between partners
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 online)
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.
eCommerce Platform• Increases usage of website by account owners and visitors• Overall objective – increased revenue for YouTube
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 strategies
Guide to effective promotion Online versus Offline Mix Integration - IMC Creativity Interaction Globalization Resourcing Contests
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
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
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
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• Flickr• You Tube
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, 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
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
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 of - Search Engines e.g. Google,Yahoo - Intermediaries & Media Sites e.g. YouTube, Facebook - Destination Websites
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
Online Revenue Models• Subscription • Afﬁliate• Pay per View • Selling subscriber lists• Display Advertising • Online Research of• Pay per Click subscription list• Sponsorship
New Communication ModelsOne One One Few Person PersonMany Many
Expectations PromisesUnderstand Expectations Information Accuracy E-Mail ResponseSetting & Communicating the Promise Security GuaranteesDelivering the Promise Delivery Guarantees Return Guarantees Price Promises 72
Consumers Pyramid of Trust A trusting Consumer agreement to two-way communication Merchant’s promise not to disseminate information Visitors choose anonymity
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.
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.
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.
“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.”
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
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 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?
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
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.
E-Customers Researching the Online Customerhttp://www.babycenter.com/http://www.babycentre.co.uk/ Tamika Griffith
E-CustomersResearching the Online Customer BLOGS
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?
E-CustomersResearching the Online Customer ONLINE POLLS & SURVEYS
E-CustomersResearching the Online Customer CHAT ROOMS/ FORUMS
E-CustomersResearching the Online Customer BULLETIN BOARDS
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
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...
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.
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.
E-CustomersResearching the Online Customer Focus Groups
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
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-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.
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
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 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.
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
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!
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.
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.
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.
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.
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.
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.
Mobile Devices Laptops Blackberry smartphones I phone Cellular phones Bluetooth & Infrared connectivity Mobile internet connectivity
Mobile Marketing Elements SMS + Bluetooth + MP3 players + Cameras = Mobile Marketing HeavenPowerful interactive device which has somehow moved far beyond being just a phone.
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
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.
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
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