Online & New Media
Class Introduction
SNC-MKTG350
October 9, 2013
Tonight’s Agenda: eCommerce Tools
• Quiz on Wednesday, Oct 9th
• Company descriptions due
– Post to blog before class
• Di...
Reading Recap: Ch. 14, Analytics:
Launching a New Product
• Familiarity with the product life cycle
provides structured ap...
Product Life Cycles and the Boston MatrixSales
Time
Development Introduction Growth Maturity Saturation Decline
Typical
Li...
Reading Recap: Ch. 14, Analytics:
Launching a New Product
Reading Recap: Ch. 14, Analytics:
Launching a New Product
• Introduction: Collect feedback on:
– Product attributes
– Cons...
Reading Recap: Ch. 14, Analytics:
Launching a New Product
• Growth: Collect feedback on:
– Brand preference
– Differentiat...
Reading Recap: Ch. 14, Analytics:
Launching a New Product
• Maturity: Collect feedback on:
– Consumer reactions to competi...
Reading Recap: Ch. 14, Analytics:
Launching a New Product
Apple did a greatjob with “I’m a Mac”Campaign tocapitalize on wh...
Tools: eCommerce
Tools: eCommerce
Need a
shopping
site:
-Show
products
-Allow
browsing
- Allow
credit card
processing
Tools: eCommerce
Details page:
-Size options
-Descriptions
-Alt. views
-Option to buy
-Reviews
-Sharing
-Related
products
...
Tools: eCommerce
Cart confirm.:
-Is this what you
thought you
ordered?
- We’re going to
send it to you
-Want to buy
more?
...
Tools: eCommerce
Account Verify:
-Are you who we
think you are?
-Verify yourself
-Good security
for site and client
-Bread...
Tools: eCommerce
Order Verify:
-Verify your
order
-This is when we
will ship it to you
-Good security
for site and client
...
Tools: eCommerce
Card Processing:
1.User’s card # entered in
site
2.Sends to a GATEWAY
3.Sends to Merchant’s
bank PROCESSO...
Tools: eCommerce
Card Processing:
1.User’s card # entered in
site
2.Sends to a GATEWAY
3.Sends to Merchant’s
bank PROCESSO...
Plan Assignment: Descriptions
• Insights?
• Process?
• Questions?
Next week:
• Quiz on Monday, Oct 14th
• Blog Post:
– How in the world can you make money on
Twitter?
• Discussion:
– Searc...
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Mktg350 lecture 10092013

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MKTG 350 lecture: Online and New Media Marketing for Sierra Nevada College. Prepared 10-9-13 by Lisa Kirkman. Discussion: eCommerce.

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Mktg350 lecture 10092013

  1. 1. Online & New Media Class Introduction SNC-MKTG350 October 9, 2013
  2. 2. Tonight’s Agenda: eCommerce Tools • Quiz on Wednesday, Oct 9th • Company descriptions due – Post to blog before class • Discussion: – Ecommerce and payment tools: Paypal, online payment options, Bitcoin • Reading: Ch. 14, Analytics: Launching a New Product
  3. 3. Reading Recap: Ch. 14, Analytics: Launching a New Product • Familiarity with the product life cycle provides structured approach to decision making about: – Promotions – Analytics – Evaluation of success
  4. 4. Product Life Cycles and the Boston MatrixSales Time Development Introduction Growth Maturity Saturation Decline Typical Life Cycle What’s possible with better digital analytics
  5. 5. Reading Recap: Ch. 14, Analytics: Launching a New Product
  6. 6. Reading Recap: Ch. 14, Analytics: Launching a New Product • Introduction: Collect feedback on: – Product attributes – Consumer data – Throw off bad assumptions – Identify new opportunities • Breakdown the feedback by product attribute • What are their concerns?
  7. 7. Reading Recap: Ch. 14, Analytics: Launching a New Product • Growth: Collect feedback on: – Brand preference – Differentiation – What triggers buying behavior? • Ask: – What else can we do to increase growth? – How does conversion translate to sales? – Which sources should be ignored? Valued?
  8. 8. Reading Recap: Ch. 14, Analytics: Launching a New Product • Maturity: Collect feedback on: – Consumer reactions to competitors – Consumer awareness of the brand – Their evaluation of value vs. price • Ask: – What are competitors doing? – How has market changed since launch? – How has our buyer changed? Cross- branding
  9. 9. Reading Recap: Ch. 14, Analytics: Launching a New Product Apple did a greatjob with “I’m a Mac”Campaign tocapitalize on whatconsumers didn’tlike about themature PC.http://www.youtube.com/watch?v=DZSBWbnmGrE
  10. 10. Tools: eCommerce
  11. 11. Tools: eCommerce Need a shopping site: -Show products -Allow browsing - Allow credit card processing
  12. 12. Tools: eCommerce Details page: -Size options -Descriptions -Alt. views -Option to buy -Reviews -Sharing -Related products Backend: -Funnel tracking -Security -Product info -Credit card processing
  13. 13. Tools: eCommerce Cart confirm.: -Is this what you thought you ordered? - We’re going to send it to you -Want to buy more? - Confirm our confirmation Backend: -Funnel tracking -Account verification
  14. 14. Tools: eCommerce Account Verify: -Are you who we think you are? -Verify yourself -Good security for site and client -Breadcrumbs on top show process Backend: -Funnel tracking -Account can be updated -Account can be added
  15. 15. Tools: eCommerce Order Verify: -Verify your order -This is when we will ship it to you -Good security for site and client -Breadcrumbs on top show process Backend: -Funnel tracking -Order can be changed -Shipping can be changed
  16. 16. Tools: eCommerce Card Processing: 1.User’s card # entered in site 2.Sends to a GATEWAY 3.Sends to Merchant’s bank PROCESSOR 4.Sends to NETWORK 5.Sends to USER’S BANK 6.Sends to MERCHANT’S BANK Keeps 2-4% Keeps ~1% Keeps ~1%
  17. 17. Tools: eCommerce Card Processing: 1.User’s card # entered in site 2.Sends to a GATEWAY 3.Sends to Merchant’s bank PROCESSOR 4.Sends to NETWORK 5.Sends to USER’S BANK 6.Sends to MERCHANT’S BANK Keeps 2-4% Keeps ~1% Keeps ~1%
  18. 18. Plan Assignment: Descriptions • Insights? • Process? • Questions?
  19. 19. Next week: • Quiz on Monday, Oct 14th • Blog Post: – How in the world can you make money on Twitter? • Discussion: – Search engine optimization (SEO) – Search engine marketing (SEM) • Reading: Ch. 5, Analytics: Search Analytics

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