电子商务概论 英文版 第二版 课件4.ppt

Chapter4 OnlineConsumerBehavior MarketResearch andAdvertisement 1 LearningObjectives Understandthedecision makingprocessofconsumerpurchasingonline Describehowcompaniesarebuildingone to onerelationshipswithcustomers Explainhowpersonalizationisaccomplishedonline Discusstheissuesofe loyaltyande trustinEC DescribeconsumermarketresearchinEC 2 LearningObjectives DescribeInternetmarketinginB2B includingorganizationalbuyerbehavior DescribetheobjectivesofWebadvertisinganditscharacteristics DescribethemajoradvertisingmethodsusedontheWeb Describevariousonlineadvertisingstrategiesandtypesofpromotions Describepermissionmarketing admanagement localization andotheradvertising relatedissues 3 LearningaboutConsumerBehaviorandPurchasingDecisionsOnline THECONSUMERPURCHASEDECISION MAKINGPROCESSAGenericPurchasing DecisionModelproductbrokeringDecidingwhatproducttobuy merchantbrokeringDecidingfromwhom fromwhatmerchant tobuyaproduct ACustomerDecisionModelinWebPurchasing 4 LearningaboutConsumerBehaviorandPurchasingDecisionsOnline MASSMARKETING MARKETSEGMENTATION ANDONE TO ONEMARKETINGone to onemarketingMarketingthattreatseachcustomerinauniqueway 5 Personalization Loyalty Satisfaction andTrustinEC personalizationThematchingofservices products andadvertisingcontentwithindividualconsumersandtheirpreferences userprofileTherequirements preferences behaviors anddemographictraitsofaparticularcustomer 6 Personalization Loyalty Satisfaction andTrustinEC Majorstrategiesusedtocompileuserprofiles SolicitinformationdirectlyfromtheuserObservewhatpeoplearedoingonlinecookieAdatafilethatisplacedonauser sharddrivebyaremoteWebserver frequentlywithoutdisclosureortheuser sconsent thatcollectsinformationabouttheuser sactivitiesatasite 7 Personalization Loyalty Satisfaction andTrustinEC BuildfrompreviouspurchasepatternsPerformmarketingresearchMakeinferencesbehavioraltargetingTheuseofinformationcollectedonanindividual sInternet browsingbehaviortoselectwhichadvertisementstodisplaytothatindividual PersonalizedservicesIndividualservicesUniversalservices 8 Personalization Loyalty Satisfaction andTrustinEC CUSTOMERLOYALTYe loyaltyCustomerloyaltytoane tailerorloyaltyprogramsdeliveredonlineorsupportedelectronically TRUSTINECtrustThepsychologicalstatusofwillingnesstodependonanotherpersonororganization 9 Personalization Loyalty Satisfaction andTrustinEC 10 Personalization Loyalty Satisfaction andTrustinEC 11 MarketResearchforEC METHODSFORCONDUCTINGMARKETRESEARCHONLINEWHATAREMARKETERSLOOKINGFORINECMARKETRESEARCH MarketSegmentationResearch 12 MarketResearchforEC MARKETRESEARCHFORONE TO ONEDirectSolicitationofInformationImplementingweb basedsurveysOnlinefocusgroupsHearingdirectlyfromcustomers 13 MarketResearchforEC ObservingCustomerstransactionlogArecordofuseractivitiesatacompany sWebsite clickstreambehaviorCustomermovementsontheInternet WebbugsTinygraphicsfilesembeddedine mailmessagesandinWebsitesthattransmitinformationaboutusersandtheirmovementstoaWebserver spywareSoftwarethatgathersuserinformationoveranInternetconnectionwithouttheuser sknowledge 14 MarketResearchforEC clickstreamdataDatathatoccurinsidetheWebenvironment theyprovideatrailoftheuser sactivities theuser sclickstreambehavior intheWebsite WebminingWebminingexploresbothWebcontentdataminingtechniquesfordiscoveringandextractinginformationfromWebdocumentsandWebusage 15 MarketResearchforEC collaborativefilteringAmarketresearchandpersonalizationmethodthatusescustomerdatatopredict basedonformulasderivedfrombehavioralsciences whatotherproductsorservicesacustomermayenjoy predictionscanbeextendedtoothercustomerswithsimilarprofiles Rule basedfilteringContent basedfilteringActivity basedfiltering 16 LIMITATIONSOFONLINEMARKETRESEARCHANDHOWTOOVERCOMETHEMBIOMETRICMARKETINGbiometricsAnindividual suniquephysicalorbehavioralcharacteristicsthatcanbeusedtoidentifyanindividualprecisely e g fingerprints 17 InternetMarketinginB2B ORGANIZATIONALBUYERBEHAVIORABehavioralModelofOrganizationalBuyersTHEMARKETINGANDADVERTISINGPROCESSESINB2B 18 InternetMarketinginB2B METHODSFORB2BONLINEMARKETINGTargetingCustomersElectronicWholesalersOtherB2BMarketingServices 19 WebAdvertising OVERVIEWOFWEBADVERTISINGinteractivemarketingOnlinemarketing facilitatedbytheInternet bywhichmarketersandadvertiserscaninteractdirectlywithcustomersandconsumerscaninteractwithadvertisers vendors 20 WebAdvertising 21 WebAdvertising SOMEINTERNETADVERTISINGTERMINOLOGYadviewsThenumberoftimesuserscallupapagethathasabanneronitduringaspecificperiod knownasimpressionsorpageviews buttonAbuttonisasmallbannerthatislinkedtoaWebsite Itcancontaindownloadablesoftware pageApageisanHTML HypertextMarkupLanguage documentthatmaycontaintext images andotheronlineelements suchasJavaappletsandmultimediafiles Itcanbegeneratedstaticallyordynamically 22 WebAdvertising click click throughoradclick Acountmadeeachtimeavisitorclicksonanadvertisingbannertoaccesstheadvertiser sWebsite CPM costperthousandimpressions Thefeeanadvertiserpaysforeach1 000timesapagewithabanneradisshown conversionrateThepercentageofclickerswhoactuallymakeapurchase 23 WebAdvertising click throughrateThepercentageofvisitorswhoareexposedtoabanneradandclickonit click throughratioTheratiobetweenthenumberofclicksonabanneradandthenumberoftimesitisseenbyviewers measuresthesuccessofabannerinattractingvisitorstoclickonthead hitArequestfordatafromaWebpageorfile 24 WebAdvertising visitAseriesofrequestsduringonenavigationofaWebsite apauseofacertainlengthoftimeendsavisit uniquevisitsAcountofthenumberofvisitorsenteringasite regardlessofhowmanypagesareviewedpervisit stickinessCharacteristicthatinfluencestheaveragelengthoftimeavisitorstaysinasite 25 WebAdvertising advertisingnetworksSpecializedfirmsthatoffercustomizedWebadvertising suchasbrokeringadsandtargetingadstoselectgroupsofconsumers 26 OnlineAdvertisingMethods bannerOnaWebpage agraphicadvertisingdisplaylinkedtotheadvertiser sWebpage keywordbannersBanneradsthatappearwhenapredeterminedwordisqueriedfromasearchengine randombannersBanneradsthatappearatrandom notastheresultoftheuser saction 27 OnlineAdvertisingMethods bannerswappingAnagreementbetweentwocompaniestoeachdisplaytheother sbanneradonitsWebsite bannerexchangesMarketsinwhichcompaniescantradeorexchangeplacementofbanneradsoneachother sWebsites 28 OnlineAdvertisingMethods POP UPANDSIMILARADSpop upadAnadthatappearsinaseparatewindowbefore after orduringInternetsurfingorwhenreadinge mail pop underadAnadthatappearsunderneaththecurrentbrowserwindow sowhentheuserclosestheactivewindowtheadisstillonthescreen interstitialAninitialWebpageoraportionofitthatisusedtocapturetheuser sattentionforashorttimewhileothercontentisloading 29 OnlineAdvertisingMethods E MAILADVERTISINGE MailAdvertisingManagementE mailhoaxesFraudE MailAdvertisingMethodsandSuccessesNEWSPAPER LIKEANDCLASSIFIEDADSClassifiedAds 30 OnlineAdvertisingMethods SEARCHENGINEADVERTISEMENTImprovingaCompany sSearch EngineRanking Optimization PaidSearch EngineInclusionAdvertisinginsocialnetworksGoogle TheOnlineAdvertisingKing 31 OnlineAdvertisingMethods ADVERTISINGINCHATROOMS BLOGS ANDSOCIALNETWORKSAdvertiseinVideosOTHERFORMSOFADVERTISINGadvertorialAnadvertisement disguised tolooklikeeditorialcontentorgeneralinformation 32 OnlineAdvertisingMethods Web2 0andAdvertisingAdvertisinginNewslettersPostingPressReleasesOnlineadvergamingThepracticeofusingcomputergamestoadvertiseaproduct anorganization oraviewpoint 33 AdvertisingStrategiesandPromotionsOnline affiliatemarketingAmarketingarrangementbywhichanorganizationrefersconsumerstothesellingcompany sWebsite ADSASACOMMODITYviralmarketingWord of mouthmarketingbywhichcustomerspromoteaproductorservicebytellingothersaboutit ViralMarketinginSocialNetworks 34 AdvertisingStrategiesandPromotionsOnline CUSTOMIZINGADSWebcastingAfreeInternetnewsservicethatbroadcastspersonalizednewsandinformation includingseminars incategoriesselectedbytheuser ONLINEEVENTS PROMOTIONS ANDATTRACTIONSLiveWebEventsadmediariesThird partyvendorsthatconductpromotions especiallylarge scaleones SellingSpacebyPixels TheCaseofMillionDollarHomepageAdvertisinginSecondLifeandOtherVirtualWorlds 35 AdvertisingStrategiesandPromotionsOnline 36 SpecialAdvertisingTopics PERMISSIONADVERTISINGspammingUsinge mailtosendunwantedads sometimesfloodsofads permissionadvertising permissionmarketing Advertising marketing strategyinwhichcustomersagreetoacceptadvertisingandmarketingmaterials knownas opt in 37 SpecialAdvertisingTopics ADVERTISEMENTASAREVENUEMODELMEASURINGONLINEADVERTISING SEFFECTIVENESSWIRELESSADVERTISINGADCONTENTSOFTWAREAGENTSINMARKETINGANDADVERTISINGAPPLICATIONS 38 ManagerialIssues Doweunderstandourcustomers Whowillconductthemarketresearch ArecustomerssatisfiedwithourWebsite Howcanweusesocialnetworksforadvertising Howdowedecidewheretoadvertise Whatisourcom