IPPTChap018m - Cal State LA
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McGraw-Hill/Irwin
Copyright © 2013 by The McGraw-Hill Companies, Inc. All rights reserved.
LEARNING OBJECTIVES (LO) AFTER READING CHAPTER 18, YOU SHOULD BE ABLE TO:
LO1
LO2
Describe what interactive marketing is and how it creates customer value, customer relationships, and customer experiences. Explain why certain types of products and services are particularly suited for interactive marketing.
18-2
LEARNING OBJECTIVES (LO) AFTER READING CHAPTER 18, YOU SHOULD BE ABLE TO:
LO3
LO4
Describe why consumers shop and buy online and how marketers influence online purchasing behavior.
Define cross-channel shoppers and the role of transactional and promotional websites in reaching these shoppers.
18-3
SEVEN CYCLES. ONE BIKE. YOURS.
18-4
CREATING CUSTOMER VALUE, RELATIONSHIPS, LO1 AND EXPERIENCES IN MARKETSPACE CUSTOMER VALUE IN MARKETSPACE
Marketplace
Marketspace • Time Utility • Possession Utility • Form Utility 18-5
FIGURE 18-1 Trend in online shoppers and online retail sales revenue in the U.S.
18-6
FIGURE 18-1A Trend in online shoppers in the U.S.
18-7
FIGURE 18-1B Trend in online retail sales revenue in the U.S.
18-8
CREATING CUSTOMER VALUE, RELATIONSHIPS, LO1 AND EXPERIENCES IN MARKETSPACE INTERACTIVITY AND INDIVIDUALITY IN MARKETSPACE
Interactivity
Individuality
Interactive Marketing
Choiceboard
M&Ms
• Collaborative Filtering 18-9
CREATING CUSTOMER VALUE, RELATIONSHIPS, LO1 AND EXPERIENCES IN MARKETSPACE INTERACTIVITY AND INDIVIDUALITY IN MARKETSPACE
Personalization
Permission Marketing • Opt-In
• Opt-Out 18-10
FIGURE 18-2 Seven website design elements that drive customer experience
18-11
CREATING CUSTOMER VALUE, RELATIONSHIPS, LO1 AND EXPERIENCES IN MARKETSPACE CREATING AN ONLINE EXPERIENCE
Customer Experience • Context Functional Aesthetic
• Content • Customization 18-12
CREATING CUSTOMER VALUE, RELATIONSHIPS, LO1 AND EXPERIENCES IN MARKETSPACE CREATING AN ONLINE EXPERIENCE
Customer Experience • Connection • Communication • Community • Commerce 18-13
USING MARKETING DASHBOARDS LO1
Sizing Up Site Stickiness at Sewell Automotive Companies Average Time Spent per Unique Monthly Visitor
×
=
Average Time Spent per Unique Monthly Visitor (minutes)
Average Visits per Unique Monthly Visitor
Average Time Spent per Visit (minutes)
18-14
LO2
ONLINE CONSUMER BEHAVIOR AND MARKETING PRACTICE IN MARKETSPACE WHO IS THE ONLINE CONSUMER?
Online Consumers
Seek Product Information
• Educated
• Affluent
• Young
• Diverse
20% of Those Who Spend $1,000+ per Year Online = 87% of Sales! 18-15
LO2
MARKETING MATTERS Meet Today’s Internet Mom on a Mission
18-16
LO3
ONLINE CONSUMER BEHAVIOR AND MARKETING PRACTICE IN MARKETSPACE WHAT ONLINE CONSUMERS BUY
Product Information
Audio/Video Demos
Digital Items
Unique Items
Convenience Items
Standardized Items 18-17
FIGURE 18-3 Why consumers shop and buy online
18-18
LO4
ONLINE CONSUMER BEHAVIOR AND MARKETING PRACTICE IN MARKETSPACE WHY CONSUMERS SHOP AND BUY ONLINE
Convenience • Bots • Eight-Second Rule
Choice • Offering Selection
• Choice Assistance 18-19
LO4
ONLINE CONSUMER BEHAVIOR AND MARKETING PRACTICE IN MARKETSPACE WHY CONSUMERS SHOP AND BUY ONLINE
Customization • Customerization
Communication • Marketer-to-Consumer E-mails • Consumer-to-Marketer Requests
• Chat Rooms, Messaging, Social Networks 18-20
LO4
ONLINE CONSUMER BEHAVIOR AND MARKETING PRACTICE IN MARKETSPACE WHY CONSUMERS SHOP AND BUY ONLINE
Communication • Web Communities • Blog • Spam • CAN-SPAM Act 18-21
LO4
ONLINE CONSUMER BEHAVIOR AND MARKETING PRACTICE IN MARKETSPACE WHY CONSUMERS SHOP AND BUY ONLINE
Communication • Buzz • Viral Marketing
Frito-Lay
Embed a Message
Create Compelling Content Offer Incentives 18-22
LO4
ONLINE CONSUMER BEHAVIOR AND MARKETING PRACTICE IN MARKETSPACE WHY CONSUMERS SHOP AND BUY ONLINE
Cost • Dynamic Pricing
Control • Cookies • Behavioral Targeting 18-23
MAKING RESPONSIBLE DECISIONS
LO4
Who is Responsible for Internet Privacy and Security?
Truste
18-24
LO4
ONLINE CONSUMER BEHAVIOR AND MARKETING PRACTICE IN MARKETSPACE WHEN ONLINE CONSUMERS SHOP AND BUY
Monday - Friday
8:00 AM
to 5:00 PM
18-25
LO4
CROSS-CHANNEL SHOPPERS AND MULTICHANNEL MARKETING WHO IS THE CROSS-CHANNEL SHOPPER?
Cross-Channel Shopper • Compare Products Among Retailers • Obtain Information Not in Stores • Reduce Trips to Multiple Retail Locations
18-26
LO4
CROSS-CHANNEL SHOPPERS AND MULTICHANNEL MARKETING IMPLEMENTING MULTICHANNEL MARKETING
Multichannel Marketing
Transactional Websites • Cannibalization
• Channel Conflict
18-27
LO4
CROSS-CHANNEL SHOPPERS AND MULTICHANNEL MARKETING IMPLEMENTING MULTICHANNEL MARKETING
Promotional Websites
Pampers
• Interactive Experiences • Separate Websites for Each Brand • Support Traditional Marketing Channel 18-28
FIGURE 18-4 Implementing multichannel marketing with promotional websites
18-29
VIDEO CASE 18 PIZZA HUT AND IMC2: BECOMING A MULTICHANNEL MARKETER
18-30
VIDEO CASE 18 PIZZA HUT AND IMC2: BECOMING A MULTICHANNEL MARKETER
FIGURE 1 IMC2 Brand Sustainability Map™
18-31
VIDEO CASE 18 PIZZA HUT & IMC2
1. What kind of website is PizzaHut.com?
18-32
VIDEO CASE 18 PIZZA HUT & IMC2
2. How does PizzaHut.com incorporate the seven website design elements?
18-33
VIDEO CASE 18 PIZZA HUT & IMC2
3. How are choiceboard and personalization systems used in the PizzaHut.com website?
18-34
Interactive Marketing
Interactive marketing is the two-way buyer-seller electronic communication in a computermediated environment in which the buyer controls the kind and amount of information received from the seller.
18-35
Choiceboard A choiceboard is an interactive, Internet-enabled system that allows individual customers to design their own products and services by answering a few questions and choosing from a menu of product or service attributes (or components), prices, and delivery options.
18-36
Collaborative Filtering
Collaborative filtering is a process that automatically groups people with similar buying intentions, preferences, and behaviors and predicts future purchases.
18-37
Personalization
Personalization is the consumerinitiated practice of generating content on a marketer’s website that is custom tailored to an individual’s specific needs and preferences.
18-38
Permission Marketing
Permission marketing is the solicitation of a consumer’s consent (called “opt-in”) to receive e-mail and advertising based on personal data supplied by the consumer.
18-39
Bots
Bots are electronic shopping agents or robots that comb websites to compare prices and product or service features.
18-40
Eight-Second Rule
The eight-second rule is a view that customers will abandon their efforts to enter and navigate a website if download time exceeds eight seconds.
18-41
Customerization
Customerization is the growing practice of not only customizing a product or service but also personalizing the marketing and overall shopping and buying interaction for each customer.
18-42
Web Communities
Web communities are websites that allow people to congregate online and exchange views on topics of common interest.
18-43
Spam
Spam consists of communications that take the form of electronic junk mail or unsolicited e-mail.
18-44
Viral Marketing Viral marketing is an Internetenabled promotional strategy that encourages individuals to forward marketer-initiated messages to others via e-mail, social networking websites, and blogs.
18-45
Dynamic Pricing
Dynamic pricing is the practice of changing prices for products and services in real time in response to supply and demand conditions.
18-46
Cookies
Cookies are computer files that a marketer can download onto the computer or mobile phone of an online shopper who visits the marketer’s website.
18-47
Behavioral Targeting
Behavioral targeting uses information provided by cookies for directing online advertising from marketers to those online shoppers whose behavioral profiles suggest they would be interested in such advertising.
18-48
Cross-Channel Shopper
A cross-channel shopper is an online consumer who researches offerings online and then purchases them at a retail store.
18-49
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