internet marketingx 3 4

1. The Internet micro-environment

3. Source: European Interactive Advertising Association Number of B2C online Purchases in Europe during January-June 2007

5. The Internet marketing environment

8. Competitive forces

13. Value creation model

15. New channels

19. Different types of online trading location

20. Commercial arrangements Negotiated deal (www.ec21.com) brokerrred deal (www.screentrade.co) auction (www.ebay.com) Fixed price sale (www.dominos.com) barter (www.intagio.com) Pure markets (shares dealing online

21. Alternative perspectives on business models

23. Demand analysis & conversion modeling Understanding the Potential and actual Volume of visitors To site The extent to which they convert to the outcomes

27. A model of the Internet marketing conversion process

29. Online buyer behavior webographics Usage location Access drive Connection speed Usage type Usage level

30. Customer persona & scenario analysis Thumbnail description Of a type of person Developed for different personas Set of tasks a customer wants for desired outcome

34. Select supplier (enquire) ‘ Tracker’ Completing ‘ Hunter’ Researching ‘ Explorer’ Browsing Directed goal-oriented Undirected, exploratory Destination purchase (buy) Define requirements Assess supplier capabilities ‘ Inspire me’ ‘ What’s out there’

35. Hierarchy of Response Models

36. Competitors & suppliers