Product-based marketing strategies focus on physical products sold while customers think in terms of product categories. Web presence must integrate with a company's image and brand. Examples include web-based office supply stores that organize products into categories. Effective online communications require selecting appropriate media to reach different market segments. While physical stores have limitations, websites can present separate virtual spaces for various segments.
Dave ruberto - Internet marketing
Dave ruberto - Internet marketing, or online marketing, refers to advertising and marketing efforts that use the Web and email to drive direct sales via electronic commerce, in addition to sales leads from Web sites or emails. Internet marketing and online advertising efforts are typically used in conjunction with traditional types of advertising such as radio, television, newspapers and magazines.
Refer By - http://www.webopedia.com/TERM/I/internet_marketing.html
Dave ruberto - Internet marketing
Dave ruberto - Internet marketing, or online marketing, refers to advertising and marketing efforts that use the Web and email to drive direct sales via electronic commerce, in addition to sales leads from Web sites or emails. Internet marketing and online advertising efforts are typically used in conjunction with traditional types of advertising such as radio, television, newspapers and magazines.
Refer By - http://www.webopedia.com/TERM/I/internet_marketing.html
Primer Estudio de Efectividad Publicitaria Online IABMéxico-MillwardBrown-P&GLaura Morales
Primer Estudio de Efectividad Publicitaria Online, realizado por IAB México y
Millward Brown, muestra indicadores más sofisticados y relevantes que
el clic para evaluar la efectividad de una campaña de publicidad online.
Procter & Gamble, apoyó la realización del estudio, permitiendo la
evaluación de la campaña de publicidad online desarrollada para Gillette
y autorizó la publicación de los resultados.
A Pinpoint Systems Corporation white paper discussing how companies must transform from being about them to being about the customer by:
-Committing to a philosophical and cultural shift
-Centralizing the 360° view of customer information
-Enabling intelligent outreach
-Enabling intelligent dialog
To support organizations in making the transformation from a product- and channel- focused organization to one focused on the customer, Pinpoint Systems has applied their expertise in the customer-centric space to create the Marketing System of Record solution, powered by the efficiency of the IBM Enterprise Marketing Management platform.
The tracking features of the solution allow analysts to complete these tasks:
• Attribute customer actions to specific campaigns and target cells.
• Use campaign and response history for audience selection and segmentation.
• Compute standard campaign performance metrics.
• Automatically report those metrics, as well as emerging sales trends, to product managers and other stakeholders.
Primer Estudio de Efectividad Publicitaria Online IABMéxico-MillwardBrown-P&GLaura Morales
Primer Estudio de Efectividad Publicitaria Online, realizado por IAB México y
Millward Brown, muestra indicadores más sofisticados y relevantes que
el clic para evaluar la efectividad de una campaña de publicidad online.
Procter & Gamble, apoyó la realización del estudio, permitiendo la
evaluación de la campaña de publicidad online desarrollada para Gillette
y autorizó la publicación de los resultados.
A Pinpoint Systems Corporation white paper discussing how companies must transform from being about them to being about the customer by:
-Committing to a philosophical and cultural shift
-Centralizing the 360° view of customer information
-Enabling intelligent outreach
-Enabling intelligent dialog
To support organizations in making the transformation from a product- and channel- focused organization to one focused on the customer, Pinpoint Systems has applied their expertise in the customer-centric space to create the Marketing System of Record solution, powered by the efficiency of the IBM Enterprise Marketing Management platform.
The tracking features of the solution allow analysts to complete these tasks:
• Attribute customer actions to specific campaigns and target cells.
• Use campaign and response history for audience selection and segmentation.
• Compute standard campaign performance metrics.
• Automatically report those metrics, as well as emerging sales trends, to product managers and other stakeholders.
7 Essential Best Practices for Digital Media PlanningJames Windrow
Whether you're working on your first digital media plan or trying to improve your understanding of the different media buying methods, these seven easy to understand steps will help you improve your strategies and deliver the best results.
How to Embrace 2014's All-new Marketing Channels - Dan Cohen, Tradedoubler & ...PerformanceIN
As the Performance Industry matures, we see the number of new channels to reach consumers grow – but how do we take advantage of it? The session will explore some of the new channels in 2014 as well as how a new entrant can get their voice heard within networks, agencies and direct client relationships. The session will focus on Tradedoubler’s findings from their UK network as well as hearing from LUX FIX, a new entrant in 2014 and resident of The Zoo Project – Tradedoubler’s incubator that helps publishers enter the Performance Market.
Get It Our There! Media Planning & Buying for Nonprofits Big & Small - See3 C...See3 Communications
Paid media advertising is a scary thing. It's a powerful tool for creating awareness, getting impressions, and driving actions. Most nonprofits just don't know where to get started. This "online advertising 101" session will give attendees a crash course in how to understand paid media, how to research online buys, and how to actually buy ads and execute campaigns. This session is relevant to communications professionals from every size organization, from those who just want to learn basic media math to those who want to take their ads to market next week using in-house staff. This session will cover online media fundamentals such as terminology and basic media math, the media research process and the best tools and tricks to creating an online media plan, the ad networks and ad distribution tools that every nonprofit should know how to use and how to use them, and how to measure the success of your campaigns and optimize performance. Attendees will leave with a working knowledge of how media planning and buying works and the skills to employ the most commonly used self-service ad planning and buying tools to get online media - from banner ads to rich media to videos - up and running in-house and inside a reasonable budget.
Get It Our There! Media Planning & Buying for Nonprofits Big & Small - See3 C...
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1. Product-Based Marketing Strategies
• Web presence must integrate with image, brand
• Product-based organization
– Managers think of physical objects sold or used
– Customers think in terms of product categories
• Examples
– Web office supply stores (Staples)
1
4. Communicating with Different
Market Segments
• Communications media selection to carry message
– Physical world
• Use building construction and floor space design
• Example: Banks
– Online firm
• No physical presence
• Customer contact through media and Web site
• Communications media selection is critical
– Online firm challenge
• Customer trust with no physical presence
4
5. Trust, Complexity, and Media Choice
• The Web
– Intermediate step
• Between mass media and personal contact
• Potential customer Web communication
– Offers advantages of personal contact selling
– Cost savings of mass media
5
7. Trust, Complexity, and Media Choice
(cont’d.)
• Complexity level inherent in product and service
– Important factor in media choice
– Mass media
• Products with few characteristics, easy to understand
• Expensive (deliver short messages)
– Personal contact
• Highly complex products and services
• Customers may ask questions
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8. Trust, Complexity, and Media Choice
(cont’d.)
• Web (middle ground)
– Offers various elements
• Deliver short, focused messages
• Engage potential customer
• Give customers ability to choose interaction level
8
9. Market Segmentation on the Web
• Web opportunity
– Present different store environments online
– Steve Madden site
• Target: young, fashion-conscious buyers
– Talbots site
• More muted, conservative style
• Limitations of physical retail stores
– Floor and display space
– Must convey one particular message
• Web stores
– Separate virtual spaces for different market segments
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10.
11.
12. Offering Customers a Choice on the
Web
• One-to-one marketing
– Offering products, services matched to needs of a
particular customer
• Dell
– Offers number of different ways to do business
– Home page links for each major customer group
• Specific products, product categories links available
– Dell Premier accounts
• High level of customer-based market segmentation
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13.
14. Segmentation Using Customer
Behavior
• Same person
– Requires different products and services
combinations
• Depending on the occasion
• Behavioral segmentation
– Creation of separate customer experiences based on
their behavior
• Occasion segmentation
– Based on things happening at a specific time or
occasion
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15. Segmentation Using Customer
Behavior (cont’d.)
• Online world single Web site design
– Easier to meet needs of different behavioral modes
– Elements appealing to different behavioral segments
• Market research study
– Preferences toward different product, service
combinations
– Web site features
• How preferences affected by modes of interaction
• Finding
– People want range of interaction possibilities
• Identified common behavior patterns
15
16. Segmentation Using Customer
Behavior (cont’d.)
• Browsers
– Visitors just surfing or browsing
– Web site: offer something to visitors’ interest
– Trigger words
• Remind visitors of something they want to buy on the
site
• Have links to site explanations, instructions
• Include extra content related to product, service
– Leads to favorable impression (bookmark)
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17. Segmentation Using Customer
Behavior (cont’d.)
• Buyers
– Ready to make a purchase right away
– Offer certainty
• Nothing will get in way of purchase transaction
• Shopping cart
– Part of Web site
• Keeps track of selected items for purchase
• Automates purchasing process
• Offers link back into shopping area
• Goal
– Get buyer to shopping cart as quickly as possible
17
18. Segmentation Using Customer
Behavior (cont’d.)
• Alternative visitor mode models
– McKinsey & Company’s six behavior-based
categories
• Simplifiers (convenience)
• Surfers (find information, explore new ideas, shop)
• Bargainers (search for good deal)
• Connectors (stay in touch with other people)
• Routiners (return to same sites over and over)
• Sportsters (spend time on sports, entertainment sites)
18
20. Advertising on the Web
• Effective advertising involves communication
• Four-stage customer loyalty model: helpful in
creating messages
– Awareness stage
• Advertising message should inform
– Exploration stage
• Message should explain how product, service works
• Encourage switching brands
– Familiarity stage
• Message should be persuasive
– Commitment stage
• Reminder messages
20
21. Banner Ads
• Banner ad
– Small rectangular object on Web page
– Displays stationary or moving graphic
– Includes hyperlink to advertiser’s Web site
– Versatile
• Attention-grabbing
– Uses animated GIFs and rich media objects
• Created using Shockwave, Java, Flas
21
22. • Leaderboard ad
– Designed to span Web page top or bottom
• Skyscraper ad
– Designed to be placed on Web page side
• Remains visible as user scrolls through page
22
23. Text Ads
• Short promotional message
– No graphic elements
• Usually placed along Web page top or right side
• Simple but very effective
• Example: Google
– Initially criticized for including obtrusive ads on its
pages
– Now clearly labels ads (to prevent confusion)
• Inline text ad
– Text in stories displayed as hyperlinks
23
24.
25. Other Web Ad Formats
• Pop-up ad
– Appears in its own window
• When user opens or closes Web page
– Extremely annoying
• Must click close button (small) in window of ad
• Pop-behind ad
– Pop-up ad followed by command (quick)
• Returns focus to original browser window
• Ad-blocking software
– Prevents banner ads and pop-up ads from loading
25
26.
27. Other Web Ad Formats (cont’d.)
• Interstitial ad
– User clicks link to load page
• Interstitial ad opens in its own browser window
• Instead of page user intended to load
– Many close automatically
– Others require user to click a button
• Rich media ads (active ads)
– Generate graphical activity that “floats” over the Web
page itself
Electronic Commerce, Eighth Edition 27
30. Elements of Branding
• Three key brand elements
– Product differentiation
• Clearly distinguish product from all others
– Relevance
• Degree to which product offers utility to customer
– Perceived value (key element)
• Customer perceives a value in buying product
• Brands can lose their value
– Environment changes
30
31. Brand Consolidation Strategies
• Market intermediary
• Example
– Della & James: online bridal registry
• Now WeddingChannel.com
– Created single registry connecting to several local
and national department, gift stores
– Logo and branding of each participating store
• Featured prominently on WeddingChannel.com site
– Provides valuable consolidating activity for registering
couples, guests
31
32.
33. Affiliate Marketing Strategies
• Affiliate marketing
– One firm’s Web site (affiliate site)
• Includes descriptions, reviews, ratings, other
information about a product linked to another firm’s site
(offers item for sale)
– Affiliate site receives commission
• For every visitor following link from affiliate’s site to
seller’s site
– Affiliate saves expenses
• Handling inventory, advertising and promoting product,
transaction processing
33
34. Affiliate Marketing Strategies (cont’d.)
• Affiliate commissions
– Pay-per-click model
• Affiliate earns commission
• Each time site visitor clicks link, loads the seller’s page
– Pay-per-conversion model
• Affiliate earns a commission
• Each time site visitor converted from visitor into
qualified prospect or customer
34
35.
36. Viral Marketing Strategies
• Viral marketing
– Relies on existing customers
• Tell other people (prospective customers) about
products or service
– Use individual customers to spread the word about a
company
– Example: BlueMountain Arts
• Electronic greeting cards
• E-mail messages that include link to greeting card site
36
37. Search Engine Positioning and Domain
Names
• Ways that potential customers find Web sites
– Referred by friend
– Referred by affiliate marketing partner
– See site’s URL in print advertisement, television
– Arrive unintentionally after mistyping similar URL
– Use a search engine or directory Web site
37
38. • Buying, selling, and leasing domain names
– Recently, higher prices have prevailed in the market
for domain names
38