Lecture 7A (E) - Business-to-consumer digital marketing practice PDF

Slide 11.1 Chapter 7 Business-to-consumer digital marketing practice Chaffey and Ellis-Chadwick, Digital Marketing: Strategy, Implementation and Practice, 6e © Pearson Education Limited 2016 Slide 11.2 Le...

Slide 11.1 Chapter 7 Business-to-consumer digital marketing practice Chaffey and Ellis-Chadwick, Digital Marketing: Strategy, Implementation and Practice, 6e © Pearson Education Limited 2016 Slide 11.2 Learning objectives Understand online consumer behaviour and more specifically how consumer profiles and online experiences shape and influence the extent to which individuals are likely to engage with the digital marketplace Explain the development of online retailing and describe various types of online retailing activities and strategies Begin to develop an understanding from a retailer’s perspective of the strategic implications of trading online in consumer markets. Chaffey and Ellis-Chadwick, Digital Marketing: Strategy, Implementation and Practice, 6e © Pearson Education Limited 2016 Slide 11.3 Table 11.1 Consumer profile: classification variables Chaffey and Ellis-Chadwick, Digital Marketing: Strategy, Implementation and Practice, 6e © Pearson Education Limited 2016 Slide 11.4 Figure 11.2 Magnit Source: www.magnit-info.ru/en/about/today/ Chaffey and Ellis-Chadwick, Digital Marketing: Strategy, Implementation and Practice, 6e © Pearson Education Limited 2016 Slide 11.5 Figure 11.3 Snapdeal Chaffey and Ellis-Chadwick, Digital Marketing: Strategy, Implementation and Practice, 6e © Pearson Education Limited 2016 Slide 11.6 Figure 11.5 Most popular online purchases in the UK Source: Shopdirect survey in The Telegraph Chaffey and Ellis-Chadwick, Digital Marketing: Strategy, Implementation and Practice, 6e © Pearson Education Limited 2016 Slide 11.7 Figure 11.6 Shop Direct Source: www.shopdirect.com Chaffey and Ellis-Chadwick, Digital Marketing: Strategy, Implementation and Practice, 6e © Pearson Education Limited 2016 Slide 11.8 Table 11.2 Loyalty variables Source: Based on Srinivasan et al. (2002) Chaffey and Ellis-Chadwick, Digital Marketing: Strategy, Implementation and Practice, 6e © Pearson Education Limited 2016 Slide 11.9 Figure 11.8 ASOS brand wheel Chaffey and Ellis-Chadwick, Digital Marketing: Strategy, Implementation and Practice, 6e © Pearson Education Limited 2016 Slide 11.10 How has online shopping influence consumer behavior in B2C Greater convenience: Online shopping has made it much more convenient for consumers to browse, compare, and purchase products or services from the comfort of their own homes or on the go. This has led to a significant shift in consumer behavior, as more and more consumers choose to shop online rather than in traditional brick-and-mortar stores. Businesses that offer easy-to-use e-commerce platforms, responsive customer service, and fast, reliable shipping can leverage this trend to attract and retain customers. Increased access to information: Online shopping has also increased access to information for consumers, allowing them to research products and compare prices across a range of retailers. This has led to a more informed and empowered consumer base, who are more likely to make purchasing decisions based on factors such as product quality, price, and customer reviews. Businesses that offer transparent, detailed product information and reviews can leverage this trend to build trust and credibility with their target audience. Personalized experiences: Online shopping has also led to an increase in personalized experiences for consumers, as businesses leverage data analytics and other technologies to tailor their marketing efforts to the specific needs and preferences of individual customers. This can include personalized recommendations, targeted advertising, and customized promotions based on past purchases or browsing history. Businesses that effectively leverage personalization can create more engaging and relevant experiences for their customers, leading to increased loyalty and customer lifetime value. Chaffey and Ellis-Chadwick, Digital Marketing: Strategy, Implementation and Practice, 6e © Pearson Education Limited 2016 Slide 11.11 Competitive pricing: Online shopping has increased competition among retailers, as consumers can easily compare prices across multiple retailers to find the best deals. This has led to a more price-sensitive consumer base, who are more likely to shop around and look for discounts and promotions. Businesses that offer competitive pricing and promotions can leverage this trend to attract and retain customers, while those that do not may struggle to compete. Social influence: Online shopping has enabled consumers to easily share their experiences and opinions with others through social media and online review platforms. This has led to a greater reliance on social influence and word-of-mouth recommendations in consumer purchasing decisions. Businesses that effectively leverage social proof and user-generated content can build trust and credibility with their target audience, leading to increased brand awareness and customer loyalty. Chaffey and Ellis-Chadwick, Digital Marketing: Strategy, Implementation and Practice, 6e © Pearson Education Limited 2016