Generate Leads, get people to the site, deliver something of value Educate by encouraging visits, helpful sites, badging materials etc. Customer service through response times, infobots automatic replies etc Repeat purchase was the concept we believed would work Repeat purchase/repeat visit - concept from relationship marketing. Lead visitors to action Amazon cross sells subtly and effectively e.g. 30% of people who bought this book also bought this one. How to apply to universities - alumni and development possibilities. Event promotion etc. 30% of people who attended this function joined our giving scheme; 50% of companies who attended tooks a university placement student etc Retailers sharing information
Just another descriptor of the same thing. Continuum, again apply to universities, we should beaming for effectiveness applications and previously unthinkable applications ie. Look out over the parapet and see what the web can do for you.
IWMW 1999: Building relationships online
Building Relationships OnlineBuilding Relationships Online
… the road ahead or the road less travelled by?the road ahead or the road less travelled by?
Head of Corporate MarketingHead of Corporate Marketing
University of UlsterUniversity of Ulster
University web development is at a fork inUniversity web development is at a fork in
the road...the road...
Two roads diverged in a wood, and I –
I took the one less traveled by,
And that has made all the difference.
(The Road Not Taken, Robert Frost)The Road Not Taken, Robert Frost)
…… to carry on or to move to a newto carry on or to move to a new
Some features of University webSome features of University web
• Lack of segmentation - mass market
• Each visitor sees the same information
• Information flow is one way…
• No systematic data capture – plenty of hits
• HITS - ‘How Idiots Track Success’
• What is the transaction?
• How do we measure it?
What value is your
website adding to
The Unanswered QuestionThe Unanswered Question
Why do you have a website?Why do you have a website?
• Because you can?Because you can?
• Technology seduction, theTechnology seduction, the ‘‘19th Hole19th Hole’’
……or is your site built on customersor is your site built on customers’’
expectation and requirements?expectation and requirements?
• What do they want?What do they want?
• Ask them!Ask them!
Critical Success FactorsCritical Success Factors
Strategic PlanningStrategic Planning Clearly defined business goals; analysisClearly defined business goals; analysis
of customerof customer needs and expectationsneeds and expectations
Web Design/ProductionWeb Design/Production Professional design and structureProfessional design and structure
Organisational StructureOrganisational Structure Integrated with other activity; isolation leadsIntegrated with other activity; isolation leads
and Integrationand Integration toto ‘‘electronic brochureelectronic brochure’’; professional management; professional management ofof
Internet MarketingInternet Marketing Proactive in inviting users to register interests; one-Proactive in inviting users to register interests; one-
to-one communication; customized informationto-one communication; customized information
Measurement CriteriaMeasurement Criteria Payback may come in offline activity; monitor likesPayback may come in offline activity; monitor likes
and dislikes of site; ensure realistic targets and clearand dislikes of site; ensure realistic targets and clear
measurement criteriameasurement criteria
Based on Pira Research, McGurranBased on Pira Research, McGurran
Critical Success Factors contCritical Success Factors cont’’dd
• Know your customers
• Segmentation issues - who sees what and
• The building of valuable relationships
online with customers
• What is value?
• Repeat visit to see relevant information
““Marketing is to establish, maintain and enhance…Marketing is to establish, maintain and enhance…
relationships with customers and other partners at arelationships with customers and other partners at a
profit so that objectives of the parties are met. This isprofit so that objectives of the parties are met. This is
achieved by a mutual exchange and a fulfillment ofachieved by a mutual exchange and a fulfillment of
Christian Gronroos, 1994Christian Gronroos, 1994
or, put more succinctly...or, put more succinctly...
““An elaborate form of database marketingAn elaborate form of database marketing””
Brodie et al, 1997Brodie et al, 1997
• Properly applied it and used it can be used to gatherProperly applied it and used it can be used to gather
unprecedented amounts of data on specific customerunprecedented amounts of data on specific customer
needs and therefore have a positive impact on customerneeds and therefore have a positive impact on customer
• A new marketplace where customers will choose to giveA new marketplace where customers will choose to give
organizations information about themselves…organizations information about themselves…
consumers may choose to be more selective about theconsumers may choose to be more selective about the
type of information they leave on websitestype of information they leave on websites
...not just a more powerful customer but a more...not just a more powerful customer but a more
complete implementation of the marketing conceptcomplete implementation of the marketing concept
Hoffman and Novak, (1996)Hoffman and Novak, (1996)
Some relationship marketing issuesSome relationship marketing issues
• Customer satisfaction as intention toCustomer satisfaction as intention to
• The longer a relationship lasts the moreThe longer a relationship lasts the more
profitable it becomesprofitable it becomes
• Each time a visitor returns to a site they see theEach time a visitor returns to a site they see the
same thing - unacceptablesame thing - unacceptable
Every time you go to the bank they donEvery time you go to the bank they don’’t ask yout ask you
to open a new account!to open a new account!
However, they might try to sell you additionalHowever, they might try to sell you additional
products based on your profileproducts based on your profile
Building relationshipsBuilding relationships
• Data gathering online and offline
• Integration between online and offline
• Building affinity - lifetime email address
University as ISP - partnership with other
Portal becomes a delivery channel for
information, course updates, news appeals etc
University site segmentation
A series of portals for different users
Intranet Internet Extranet
i Student Intranet
i Business Site
i Admissions/applications site
Site ObjectivesSite Objectives
• Generate leadsGenerate leads
• Educate a target audienceEducate a target audience
• Provide customer serviceProvide customer service
• Attract repeat visitors/repeat purchaseAttract repeat visitors/repeat purchase
• Track visitors & lead them to actionTrack visitors & lead them to action
• Encourage visitors to leave informationEncourage visitors to leave information
– can facilitate interactivity/cross selling e.g. Amazon.comcan facilitate interactivity/cross selling e.g. Amazon.com
– raises ethical issues and data protection issuesraises ethical issues and data protection issues
– The primacy of the customerThe primacy of the customer
Technology assimilationTechnology assimilation
• Experimental applicationsExperimental applications
– Prototype scientific applicationsPrototype scientific applications
• Efficiency/Convenience applicationsEfficiency/Convenience applications
– Technology used to same work as currently being done butTechnology used to same work as currently being done but
more conveniently/at less costmore conveniently/at less cost
• Effectiveness applicationsEffectiveness applications
– Old problems addressed in new with better resultsOld problems addressed in new with better results
• ‘‘Previously unthinkablePreviously unthinkable’’ applicationsapplications
– With the required literacy, truly innovative exploitation occursWith the required literacy, truly innovative exploitation occurs
Stages of Technology Assimilation (Haeckel, 1985)Stages of Technology Assimilation (Haeckel, 1985)
Low level of
University marketing - beyond 2000University marketing - beyond 2000
• Increasing emphasis on one-to-oneIncreasing emphasis on one-to-one
communication - building relationshipscommunication - building relationships
• Developing mechanisms for data captureDeveloping mechanisms for data capture
• Introduction of call centres - Plymouth,Introduction of call centres - Plymouth,
• Use of databases for content managementUse of databases for content management
• Greater integration of online & offline activityGreater integration of online & offline activity
• Increased use ofIncreased use of ‘‘Print on DemandPrint on Demand’’
• More targeted communicationsMore targeted communications
• Look out for the Data Protection Act!Look out for the Data Protection Act!
Know the road ahead...Know the road ahead...
‘‘Would you tell me please which way I ought to goWould you tell me please which way I ought to go
from here?from here?’’
‘‘That depends a good deal on where you want to getThat depends a good deal on where you want to get
to,to,’’ said the Cat.said the Cat.
‘‘I donI don’’t much care where –t much care where –’’ said Alicesaid Alice
‘‘Then it doesnThen it doesn’’t much matter which way you go,t much matter which way you go,’’
said the Cat.said the Cat.
‘‘- so long as I get somewhere,- so long as I get somewhere,’’ Alice added as anAlice added as an
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