Economie Semestre 3 - IIS-RU
Download
Report
Transcript Economie Semestre 3 - IIS-RU
Bachelor of Business
Administration Program
©Mathieu CHAUVET – 2014/2015
1
MARKETING ON THE WEB
2
Learning objectives
In this part, we will address aspects related to:
When to use product-based and customer-based marketing
strategies
Communicating with different market segments
Customer relationship intensity and the customer
relationship life cycle
Using advertising on the Web
Reviewing technology-enabled customer relationship
management
Creating and maintaining brands on the Web
Search engine positioning and domain name selection
3
1) Web strategy mix
4
As a reminder…
Marketing mix
Element combination to achieve the following goals: Selling
and promoting products and services
Developing a Marketing strategy through the Four Ps
Product
Price
Promotion
Place (distribution)
Two possibilities of designing your website
5
a) Product-Based Marketing Strategies
Web presence must integrate with image and brand
Customers will use product categories to order and
identify their own shopping paths
Web site examples: Home Depot, Staples, Sears
Not a useful Web site design when customers look to
fulfill a specific need
6
b) Customer-Based Marketing Strategies
Web sites to meet various types of customers’ specific
needs
First step: identify customer groups sharing common
characteristics
Second step: identify subgroups
Strategy pioneered first on B2B sites, before B2C sites
adding customer-based marketing elements
Example: university Web sites
7
2) Communication with
different market segments
8
Products with few
characteristics and
easy to understand
Highly complex
People now resistant to mass media messages:
products
and
Successful mass media campaigns relied on
services
passive nature of media consumption
But Web users are more likely to be in an active state
Market segmentation
9
Market Segmentation
Divides potential customer pool into segments
Emergence of Micromarketing
Practice of targeting very small market segments
Three categories to identify market segments
Geographic segmentation
Demographic segmentation
Psychographic segmentation (social class, personality, etc.)
Television advertisers use all three categories: Companies
try to match advertising messages to market segments
10
11
Offering Customers a Choice on the Web
One-to-one marketing
Offering products, services matched to needs of a particular
customer
Example: Dell
Offers several 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
12
3) Beyond Market Segmentation:
Customer Behavior and Relationship
Intensity
13
a) Segmentation Using Customer Behavior
Same person but needs different combinations of products
and services depending on the occasion
Behavioral segmentation: Creation of separate customer
experiences based on their behavior
Websites will then try to propose features for each type of
profiles:
Browser
Buyer
Shopper
Other alternative modes
14
Browsers: Visitors just surfing or browsing
Web site: must offer something to pique visitors’ interest
Trigger words: Prompt visitor to stay and investigate
products or services
Links to site explanations, instructions
Include extra content related to product, service
Aim: Leading them to favorable impression (bookmark)
15
Buyers: Ready to make a purchase right away
Websites have to Offer direct route into purchase transaction
Shopping cart
Parts of the Web site that keep tracks of selected items for
purchase and automate purchasing process
Page offers link back into shopping area
Aim: getting buyer to shopping cart as quickly as possible
16
Shoppers: Motivated to buy and looking for more
information before purchase
Websites have then to:
Offer comparison tools, product reviews, and features lists
Aim: convincing customers to buy now or on future visits
17
Alternative 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)
People do not retain behavioral categories from one visit
to the next, even for the same Web site
Must identify groups and formulate ways of generating
revenue
18
b) Customer Relationship Intensity and
Life-Cycle Segmentation
19
Awareness
Customers recognize company name, product
Exploration
Customers learn more about company, products
Familiarity
Customers have completed several transactions
Customers aware of returns and credits policies
Customers aware of pricing flexibility
Commitment
Customer experiences highly satisfactory encounters
Customer develops fierce loyalty or strong preference
Separation
Conditions that made relationship valuable change
Parties enter separation stage
Leads to manage acquisition, conversion, and retention of customers
20
c) Acquisition, Conversion, and Retention
of Customers
Goal: Attract new visitors to a Web site
Necessitates to take into consideration:
Acquisition cost: Total amount of money site spends
drawing one visitor to site (average)
Conversion cost: Total amount of money site spends
(average) to induce one visitor to make a purchase, sign up
for a subscription, or register
Retention costs: Costs of inducing customers to return and
buy again
Importance of measuring these costs?
Indicates successful advertising, promotion strategies
21
22
4) Advertising on the web
23
Advertising on the web
Effective advertising involves communication
Five-stage customer loyalty model: helpful in creating
devoted advertising messages
Online advertising always coordinates with existing
advertising efforts
Advertising on the web can be done thanks to various
models:
Banner ads
Text ads
Site sponsorships
Affiliation
Viral Marketing
24
a) Banner Ads
Banner ad
Small rectangular object on Web page
Displays stationary or moving graphic
Includes hyperlink to advertiser’s Web site
Versatile advertising vehicle
Attention-grabbing banner ads
Use animated GIFs and rich media objects created using
Shockwave, Java, Flash
Companies can make their own banner ads or work with
advertising agencies
Price range: $100 to more than $5000
25
b) Text ads
Short promotional message with no graphic elements
Usually placed along Web page top or right side
Deceptively simple but very effective
Inline text ad
Text in stories displayed as hyperlinks
Example: Google
Initially criticized for including unobtrusive ads on its pages
Now clearly labels ads (to prevent confusion)
26
Other web-ad formats
Pop-up ad
Appears in its own window
When user opens or closes Web page
Considered to be extremely annoying
Must click close button (small) in window of ad
Pop-behind ad
Pop-up ad followed by a quick command
Returns focus to original browser window
Emergence of Ad-blocking software
Prevents banner ads and pop-up ads from loading
27
c) Sites sponsorship
Web sites offer advertisers opportunity to sponsor all (or
parts) of their sites
More subtle way of doing advertising
Goals similar to sporting event sponsors, television
program sponsors: Tie company (product) name to an
event (set of information)
Increased revenues for the website
28
Cost Per Thousand
(CPM):
Dollar amount paid for
every thousand people
in
the
estimated
audience
29
d) Affiliate marketing
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 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
30
e) 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: Tippex
The hunter and the bear
Huge success on social networks
31
Online advertising will have the aim to:
Increase the revenues of the company
Foster the brand image of the company through
Product differentiation
Relevance
Perceived value (key element)
Online advertising effectiveness remains difficult to
measure by yourself
Use of specific software and analytics (Google, etc.)
32
5) Technology-Enabled
Customer Relationship
Management
33
Technology-Enabled Customer
Relationship Management
Technology-enabled relationship management
Relates to the information gathered about visitors
Firm obtains information on customer behavior to:
Set prices, negotiate terms, tailor promotions, add product
features, customize customer relationship
Also known as:
Customer relationship management (CRM)
Electronic customer relationship management (eCRM)
34
a) CRM as a Source of Value
CRM efforts are relatively successful thanks to current
tools:
Customer touchpoint: Any occurrence of contact between
customer and company
Data warehouse (large database): Contains multiple
sources of information about customers, their preferences,
their behavior
Data mining (analytical processing): Technique that
examines stored information, and looks for unknown,
unsuspected patterns in the data
Statistical modeling: Technique that tests CRM analysts’
theories about relationships among customer and sales data
elements
35
36
b) Search Engine Positioning and Domain
Names
Search Engines and Web Directories
Search engine helps people find things on the Web
Web directories provide classified hierarchical lists of
categories
Search engine ranking: Search engines use factors to
decide which URLs appear first on searches for a
particular search term
Became a critical aspect of Web Marketing
37
Development of Search Engine Optimization (SEO):
The combined art and science of having a particular URL
listed near the top of search engine
Development of Search Engine Marketing (SEM) : Paid
placement (sponsorship, search term sponsorship)
Offer good ad placement on search results page for a certain
price
Buy banner ad space at the top of search results pages that
include certain terms
Example of Google:
The company sells services directly
(Google AdWords program)
38
U.S. online advertising expenditures
39
c) Websites names and issues
URLs should reflect company name or reputation
Troublesome domain names
Companies sometimes purchase more suitable domain
names
Examples:
www.iflyswa.com changed to www.southwest.com
www.delta-air.com changed to www.delta.com
Companies often buy more than one domain name
In case user misspells URL, it stills redirects to intended site
Processes regulated by Internet Corporation for Assigned
Names and Numbers (ICANN)
40
Buying, selling, and leasing domain names
Domain names that sold more than $1 million
41
B2B ACTIVITIES:
IMPROVING EFFICIENCY
AND REDUCING COSTS
42
Learning objectives
In this chapter, you will learn about:
How businesses use the Internet to improve purchasing,
logistics, and other support activities
Electronic data interchange and how it works
Supply chain management and how businesses are using
Internet technologies to improve it
43
1) Purchasing, Logistics, and
Support Activities
44
a) Purchasing activities
Procurement includes:
All purchasing activities
Monitoring all purchase transaction elements
Managing and developing supplier relationships
As such, procurement also called supply management
Supply chain
Part of industry value chain preceding a particular strategic
business unit
Includes all activities undertaken by every predecessor in
the value chain to:
Design, produce, promote, market, deliver, support each
individual component of a product or service
45
b) Logistics activities
Classic objective: Providing the right goods in the right
quantities in the right place at the right time
Important support activity for sales and purchasing
Includes managing the movements of:
Inbound materials and supplies
Outbound finished goods and services
Web and the Internet provide increasing number of
opportunities to better manage activities
Example: DHL, UPS, and their tracking systems
Real-time shipment information: customers’ browsers
46
c) Support Activities
General categories for B2B organizations: Finance and
administration, human resources, technology development
47
Network Model of Economic Organization
for B2B activities
Trends in purchasing, logistics, and support activities:
Shift from hierarchical structures toward network structures
Procurement departments’ new tools (technology) in order
to negotiate with suppliers and form strategic alliances
All these activities are enhanced thanks to the
development of Electronic Data Interchange (EDI)
48
2) Electronic Data Interchange
49
Electronic Data Interchange
EDI: Computer-to-computer business information transfer
between two businesses using a standard format
Firms EDI compatible: Firms exchanging data in specific
standard formats
How does EDI work?
EDI purchasing process:
Mail service replaced with EDI network data communications
Paper flows within buyer’s and vendor’s organizations
replaced with computers running EDI translation software
50
Going from this process…
Information flows in a paper-based purchasing process
51
…To this type of process
Information flows in an EDI purchasing process
52
Value-Added Networks
EDI network: Businesses operate on-site EDI translator
computers, connected directly to each others
Trading partners receive, store, forward electronic messages
containing EDI transaction sets
53
3) Supply Chain Management Using
Internet Technologies
54
a) Value Creation in the Supply Chain
Supply chain management: Managing integration of
company supply management and logistics activities across
multiple participants in a particular product’s supply chain
Ultimate goal: Achieve higher-quality or lower-cost product
at the end of the chain
Firms engaging in supply chain management want to:
Reach beyond limits of their own hierarchical structure
Create new network forms of organization among members
Aim: originally developed to reduce costs, but today value-
added in the form of benefits to the ultimate consumer
55
Supply alliances: Long-term relationships among
participants in the supply chain
Major barriers: Level of information sharing
Example: Dell Computer, reduced supply-chain costs by
sharing information with suppliers
Successful supply chain management key elements
Clear communications
Quick responses to those communications
Benefits from Internet and Web technologies? Effective
communications enhancers
56
b) Increasing Supply Chain Efficiencies
Internet and Web technologies managing supply chains
can:
Yield increases in efficiency throughout the chain
Increase
process speed, reduce costs, increase
manufacturing flexibility
Allows response to changes in quantity and nature of
ultimate consumer demand
Example: Boeing
Invested in new information systems increasing production
efficiency of the supply chain
Also launched spare parts Web site
57
Using Materials-Tracking Technologies
with EDI and E-Commerce
Integration of bar coding and EDI in order to tracking materials
as they move from one company to another
Integration of new types of tracking into Internet-based
materials-tracking systems:
Optical scanners and bar codes: help track movement of materials
Radio Frequency Identification Devices (RFIDs): Small chips
using radio transmissions to track inventory. RFIDs read much
more quickly, with higher degree of accuracy than bar codes
58
Instructions for your Final
presentations
59