#6- MGT447 Ch-06 E-commerce Marketing Concepts- Social Mobile LocalLaudon 9e updated 2023-24 (2).ppt
Transcript
Chapter 6 E-commerce Marketing Concepts: Social, Mobile, Local Copyright © 2013 Pearson Education, Inc. Consumers Online: The Internet Audience Around and )Consumer 75% (89 million U.S. households have InternetBehavior acce...
Chapter 6 E-commerce Marketing Concepts: Social, Mobile, Local Copyright © 2013 Pearson Education, Inc. Consumers Online: The Internet Audience Around and )Consumer 75% (89 million U.S. households have InternetBehavior access in 2012 Growth rate has slowed Intensity and scope of use both increasing Some demographic groups have much higher percentages of online usage than others Gender, age, ethnicity, community type, income, education Copyright © 2013 Pearson Education, Inc. Slide 6-2 Consumers Online (cont.) Broadband vs. dial-up audiences, new mobile audience Neighborhood effects Lifestyle and sociological impacts Use of Internet by children, teens Use of Internet as substitute for other social activities Media choices Traditional media competes with Internet for attention Television viewing has increased with Internet usage Copyright © 2013 Pearson Education, Inc. Slide 6-3 Consumer Behavior Models Study of consumer behavior Attempts to explain what consumers purchase and where, when, how much, and why they buy Consumer behavior models Predict wide range of consumer decisions Based on background demographic factors and other intervening, more immediate variables Copyright © 2013 Pearson Education, Inc. Slide 6-4 Background Demographic Factors Culture: Affects entire nations Subculture Subsets formed around major social differences (ethnicity, age, lifestyle, geography) Social networks and communities Direct reference groups Indirect reference groups Opinion leaders Lifestyle groups Psychological profile Copyright © 2013 Pearson Education, Inc. Slide 6-5 The Online Purchasing Decision Psychographic research Combines demographic and psychological data Divides market into various groups based on social class, lifestyle, and/or personality characteristics Stages in consumer decision process: Awareness of need Search for more information Evaluation of alternatives Actual purchase decision Post-purchase contact with firm Copyright © 2013 Pearson Education, Inc. Slide 6-6 A Model of Online Consumer Behavior Decision process similar for online and offline behavior General online behavior model Consumer skills Product characteristics Attitudes toward online purchasing Perceptions about control over Web environment Web site features: latency, usability, security Clickstream behavior Copyright © 2013 Pearson Education, Inc. Slide 6-7 A Model of Online Consumer Behavior Clickstream (cont.) factors include: Number of days since last visit Speed of clickstream behavior Number of products viewed during last visit Number of pages viewed Supplying personal information Number of days since last purchase Number of past purchases Clickstream marketing Developed dynamically as customers use Internet Copyright © 2013 Pearson Education, Inc. Slide 6-8 Shoppers: Browsers and Shoppers: 88%Buyers of Internet users 72% buyers 16% browsers (purchase offline) One-third of offline retail purchases influenced by online activities Online traffic also influenced by offline brands and shopping E-commerce and traditional commerce are coupled: Part of a continuum of consuming behavior Copyright © 2013 Pearson Education, Inc. Slide 6-9 What Consumers Shop for and Big ticketBuy Online items Travel, computer hardware, electronics Consumers now more confident in purchasing costlier items Small ticket items ($100 or less) Apparel, books, office supplies, software, etc. Sold by first movers on Web Physically small items High margin items Copyright © 2013 Pearson Education, Inc. Slide 6-10 How Consumers Shop How shoppers find online vendors Search engines—59% Marketplaces (Amazon, eBay)—28% Direct to retail sites—10% Other methods—3% Online shoppers are highly intentional StumbleUpon Recommender systems Copyright © 2013 Pearson Education, Inc. Slide 6-11 Trust, Utility, and Opportunism in Online Two most Markets important factors shaping decision to purchase online: Utility: Better prices, convenience, speed Trust: Asymmetry of information can lead to opportunistic behavior by sellers Sellers can develop trust by building strong reputations for honesty, fairness, delivery Copyright © 2013 Pearson Education, Inc. Slide 6-12 Basic Marketing Concepts Marketing Strategies and actions to establish relationship with consumer and encourage purchases Addresses competitive situation of industries and firms Seeks to create unique, highly differentiated products or services that are produced or supplied by one trusted firm Unmatchable feature set Avoidance of becoming commodity Copyright © 2013 Pearson Education, Inc. Slide 6-13 The Digital Commerce Marketing Platform Multi-channel marketing plan Web site Traditional online marketing Search engine, display, e-mail, affiliate Social marketing Social networks, blogs, video, game Mobile marketing Mobile/tablet sites, apps Offline marketing Television, radio, newspapers Copyright © 2013 Pearson Education, Inc. Slide 6-14 Strategic Issues and Questions Which part of the marketing plan should you focus on first? How do you integrate the different platforms for a coherent message? How do you allocate resources? How do you measure and compare metrics from different platforms? How do you link each to sales revenues? Copyright © 2013 Pearson Education, Inc. Slide 6-15 Can Brands Survive the Internet? Brands and Price Dispersion Vision: “Law of One Price, ”end of brands Instead: Consumers still pay premium prices for differentiated products E-commerce firms rely heavily on brands to attract customers and charge premium prices Price dispersion Large differences in price sensitivity for same product “Library effect” Copyright © 2013 Pearson Education, Inc. Slide 6-16 Online Segmenting, Targeting, and Positioning Segmenting: Allows firms to differentiate products to fit consumer needs and charge different prices Types of segmentation Behavioral Demographic Psychographic Technical Contextual Search Copyright © 2013 Pearson Education, Inc. Slide 6-17 The Digital Commerce Marketing Platform: Strategies Internet and Tools marketing (vs. traditional) More personalized More participatory More peer-to-peer More communal The most effective Internet marketing has all four features Copyright © 2013 Pearson Education, Inc. Slide 6-18 Customer Engagement Customer conversations about: Productsand services Customer experience with products Customer likes and dislikes Conversations conducted through: Web site feedback Blogs Facebook Twitter Copyright © 2013 Pearson Education, Inc. Slide 6-19 Establishing the Customer Relationship Web site functions to: Establish brand identity and customer expectations Differentiating product Informand educate customer Shape customer experience Anchor the brand online Central point for all marketing messages Copyright © 2013 Pearson Education, Inc. Slide 6-20 Traditional Online Search Marketing Tools engine marketing (SEM) Sponsored links Search result display ads Keywords Search engine optimization (SEO) Display ad marketing Advertising networks Ad exchanges, real-time bidding Copyright © 2013 Pearson Education, Inc. Slide 6-21 Traditional Online Marketing Tools (cont.) E-mail marketing Very inexpensive 3% click-throughs in targeted campaigns Permission marketing Affiliate marketing Lead-generation marketing Sponsorship marketing Copyright © 2013 Pearson Education, Inc. Slide 6-22 Social Marketing Fastest growing type of online marketing Long-term prospects unknown Four features driving growth Social sign-on Collaborative shopping Network notification Social search (recommendation) Copyright © 2013 Pearson Education, Inc. Slide 6-23 Twitter Marketing Real-timeinteraction with consumers 50% companies with 100+ employees using Twitter Twitter marketing products Promoted Tweets Promoted Trends Promoted Accounts Copyright © 2013 Pearson Education, Inc. Slide 6-24 Blog Marketing 43% of all U.S. companies use blogs for marketing Ideal for starting viral campaigns Can use blogs for both branding messages and advertisements Blog advertising networks Brand advocacy blogs Copyright © 2013 Pearson Education, Inc. Slide 6-25 Viral Marketing Form of social marketing Customers pass along marketing message to friends, family, coworkers Referred customers cost less to acquire and keep Venues are e-mail, social networks, video and game sites Copyright © 2013 Pearson Education, Inc. Slide 6-26 Mobile Marketing 7% of online marketing, growing rapidly Major formats: Messaging (SMS) Display Search Video Other formats: QuickResponse (QR) codes Couponing Copyright © 2013 Pearson Education, Inc. Slide 6-27 App Marketing Revenue sources Pay-per-app In-app purchase Subscriptions Advertising Most popular types of apps Social network, banking, search, news Retailer’s apps Browsing and purchasing Copyright © 2013 Pearson Education, Inc. Slide 6-28 Local Marketing Marketing geared to user’s geographic location Local searches: 20% of all searches 40% of mobile searches Most common local marketing tools Geotargeting with Google Maps Display ads in hyperlocal publications Copyright © 2013 Pearson Education, Inc. Slide 6-29 Multi-Channel Marketing Average American spends 24% of media time on Internet, rest on other channels Television, radio, newspapers, and magazines Consumers also multitask, using several media Internet campaigns strengthened by using other channels Copyright © 2013 Pearson Education, Inc. Slide 6-30 Other Online Marketing Brand Strategies leveraging Customer retention strategies Personalizationand one-to-one marketing Customization and customer co-production Customer service FAQs Real-time customer chat systems Automated response systems Copyright © 2013 Pearson Education, Inc. Slide 6-31 Net Pricing Strategies Pricing Integral part of marketing strategy Traditionally based on: Fixed cost Variable costs Demand curve Price discrimination Selling products to different people and groups based on willingness to pay Copyright © 2013 Pearson Education, Inc. Slide 6-32 Net Pricing Strategies (cont.) Free and freemium Can be used to build market awareness Versioning Creating multiple versions of product and selling essentially same product to different market segments at different prices Bundling Offers consumers two or more goods for one price Dynamic pricing: Auctions Yield management Flash marketing Copyright © 2013 Pearson Education, Inc. Slide 6-33 Long-Tail Marketing Internetallows for sales of obscure products with little demand Substantial revenue because Near zero inventory costs Little marketing costs Search and recommendation engines Copyright © 2013 Pearson Education, Inc. Slide 6-34 Channel Management Channels: Strategies Different methods by which goods can be distributed and sold Channel conflict: When new venue for selling products or services threatens or destroys existing sales venues e.g., online airline/travel services and traditional offline travel agencies Some manufacturers are using partnership model to avoid channel conflict Copyright © 2013 Pearson Education, Inc. Slide 6-35 The Revolution in Internet Marketing Internet’sTechnologies main impacts on marketing: Scope of marketing communications broadened Richness of marketing communications increased Information intensity of marketplace expanded Always-on mobile environment expands marketing opportunities Internet marketing technologies: Web transaction logs Tracking files Databases, data warehouses, data mining Hadoop and Big Data Customer relationship management systems Copyright © 2013 Pearson Education, Inc. Slide 6-36 Web Transaction Logs Builtinto Web server software Record user activity at Web site Provides much marketing data, especially combined with: Registrationforms Shopping cart database Answers questions such as: What are major patterns of interest and purchase? After home page, where do users go first? Second? Copyright © 2013 Pearson Education, Inc. Slide 6-37 Tracking Files Users browsing tracked as they move from site to site Four types of tracking files Cookies Small text file placed by Web site Allows Web marketers to gather data Flashcookies Beacons (“bugs”) Apps Copyright © 2013 Pearson Education, Inc. Slide 6-38 Insight on Society: Class Discussion Every Move You Make, Every Click You Make, We’ll Be Tracking Are beacons YouOr are they innocuous? an invasion of personal privacy? Do you think your Web browsing should be known to marketers? What are the Privacy Foundation guidelines for Web beacons? Should online shopping be allowed to be a private activity? Copyright © 2013 Pearson Education, Inc. Slide 6-39 Databases Database: Stores records and attributes Database management system (DBMS): Software used to create, maintain, and access databases SQL (Structured Query Language): Industry-standard database query and manipulation language used in a relational database Relational database: Represents data as two-dimensional tables with records organized in rows and attributes in columns; data within different tables can be flexibly related as long as the tables share a common data element Copyright © 2013 Pearson Education, Inc. Slide 6-40 Data Warehouses and Data Mining Data warehouse: Collects firm’s transactional and customer data in single location for offline analysis by marketers and site managers Data mining: Analyticaltechniques to find patterns in data, model behavior of customers, develop customer profiles Query-driven data mining Model-driven data mining Rule-based data mining Copyright © 2013 Pearson Education, Inc. Slide 6-41 Hadoop and the Challenge of “Big data” Big Data Web traffic, e-mail, social media content TraditionalDBMS unable to process the volumes—petabytes and exabytes Hadoop Open-source software solution Distributed processing among inexpensive servers Copyright © 2013 Pearson Education, Inc. Slide 6-42 Customer Relationship Management (CRM) Systems Create customer profiles: Product and usage summary data Demographic and psychographic data Profitability measures Contact history Marketing and sales information Customer data used to: Develop and sell additional products Identify profitable customers Optimize service delivery, etc. Copyright © 2013 Pearson Education, Inc. Slide 6-43
