【电子商务--网络营销】（107页）

网络营销,Marketing on the web,When to use product-based and customer-based marketing strategiesCommunicating with different market segmentsCustomer relationship intensity and the customer relationship life cycleUsing advertising on the webE-mail marketing来自 中国最大的资料库下载Technology-enabled customer relationship managementCreating and maintaining brands on the webSearch engine positioning and domain name selection,1. Web marketing strategies,Market mix: the combination of elements that they use to achieve their goals for selling and promoting their products and services.来自 中国最大的资料库下载Market strategy: a particular marketing mix that a company decides to use.The four Ps of marketing : product, price, promotion, and place.,Products is the physical item or service that a company is selling. 来自 中国最大的资料库下载The intrinsic characteristics of the productCustomers perceptions of the product the products brand,Price is the amount the customer pays for the product. The total of all financial costs that customer pays (including transaction costs) to obtain the productCustomer value = the benefits that a customer derives from the product priceNew ways to create increased customer value,Promotion includes any means of spreading the word about the product.Possibilities for communicating with existing and potential customersCommunication techniques,Place is the need to have products or services available in many different locationsLogistics and distribution problemsBetter shipment tracking and control,1.1 product-based marketing strategies,think of their business in terms of the products and services they sella detailed listcustomer are likely to buy items from particular product categories or think of their needs in terms of product categories.,Example: office supplies stores on the web Staples/淘宝 商品品类 更细的品类/website//browse/cat-0.htmThey organized their web sites from an internal viewpoint, that is, according to the way that they arranged their product design and manufacturing process.If Customer looks for a specific type of product, this approach works well.,1.2 customer-based marketing strategies,instead of a collections of products, companies can build their sites flexible enough to meet the specific needs of various types of customers.,The first stepidentify groups of customers who share common characteristics.Breaking customers into some main groups Subgroup within each of those main groupsThendeveloping marketing strategies and tactics that will effectively reach customers in each subgroupCustomize product and service offerings to match their customers needs.,Example:B2B/B2Cuniversity web sites In the early days: be organized around the internal elements of the school, such as departments, colleges and programsToday: designed for specific stakeholders, such as current students, prospective students, parents of students, potential donors and faculty./main/,2. Communicating with different market segments,2.1 trust and media choice Selection of communication media to carry the marketing message Physical firmthe way of construct building and design floor spacesconvey important service offeringsOnline firmthe only contact is through the media and its web site.,Three information dissemination models:Mass media low level of trust, but the cost of advertising per viewer is very lowThe webPersonal contacthigh level of trust,Mass medias success relies on the passive nature of the media consumption experience. People watching television or listening to radio are usually in a passive and receptive state of mind.In contrast, web users are actively engaged in the medium, with hands on the keyboard and mouse, as they view web pages. The active state of mind makes web users far more likely to evaluate advertising message and less likely to accept the content.,Using web may capture some of the benefits of personal contact, yet avoid some of the costs inherent in that approach.,2.2 market segmentation,Identify specific portions of their markets and target them with specific advertising messagedividing the pool of potential customers into segments.Three categories of variables to identify market segments:Geographic segmentationlocationDemographic segmentationage, gender, family size, income, education, religion, ethnicityPsychographic segmentationsocial class, personality, approach to life,Match advertising message to market segments.Build a sales environment for their product or service according to the customer segments,2.3 market segmentation on the web,Web retailers can provide separated virtual spaces for different market segments, even allow their customers to create their own stores.///talbotsonline/index.aspx,2.4 offering customers a choice on the web,/content/default.aspx?c=us&l=en&s=gen&ck=crTwo major customer groups:Business Public organizationsEducation customersK-12 educationHigher educationHealthcare customersPremier the ultimate level of customer,One-to-one marketing: highly customized approach to offering products and services offer its own web site, price and terms having been negotiated customize a page show product selections allow individual employees of its customers to create their own personalized pages,3.beyond market segmentation: customer behavior and relationship intensity,3.1 segmentation using customer behaviorThe same person requires different combinations of products and services depending on the occasion.The creation of separate experience for customers based on their behavior is called behavioral segmentation or occasion segmentation.,In the online world, it is much easier to design a single web site that meets the needs of visitors who arrive in different behavioral modes.People want web sites that offer a range of interaction possibilities from which they can select to meet their needs.Customizing visitor experiences to match the site usage behavior patterns of each visitor or type of visitor is called usage-based market segmentation.,Browsersjust surfing or browsingremind them of something they want to buyTrigger Wordsarise their interest, jog the memories of visitorsstay and investigate the product and service.,Buyersbe ready to make a purchase right awaynot getting in the way of the purchaseShopping cartkeeps track of selected items for purchase and automates the purchasing process./,Shoppersknowing a web site offers items they are interested in buying and looking for more information before they make a decisionoffer comparison tools, product reviews and lists of features./notebook/hp/197051.html,One study conducted by major consulting firm Mckinsey & Company examined the online behavior of 50000 active internet users and identified six different groups:Simplifiersbe attracted by sites that make doing business easier, faster, and more efficientSurfersfind information, explore new ideas, and shop. Spend far more time on the web than other people.,Bargainersbe in search of a good deal. Enjoy searching for the best price and be willing to visit many sites to do thatConnectorsto stay in touch with other people, users of chat rooms, instant messaging services, electronic greeting card sites, and web-based e-mail.,Routinersreturn to the same sites over an over again. Use the web to obtain news, stock quotes, and other financial information. Like working with the user interface they know wellSportsterssimilar to routiners, but spend more time on sports and entertainment sites, be attracted by sites that are interactive and attractive.,3.2 customer relationship intensity and life-cycle segmentation,One goal of marketing is to create strong relationships between a company and its customers. Good customer experiences can help create an intense feeling of loyalty toward the company and its products or services.,Five stages of customer loyalty:,Awarenessknow that the company or product exists, but have not had any interaction with the companyAdvertising a brand or a company Explorationlearn more about the company or its product, visit the companys web site, communicate by telephone or rmation interchange,familiarityhave completed several transactions and be aware of the polices regarding returns, credits, and pricing flexibility.be as likely to shop and buy from competitors as from the company commitmentafter experiencing a considerable number of highly satisfactory encounters with a company, develop a fierce loyalty or strong preference for the products or brands to that company.make concessions on price or terms.,separationthe conditions that made the relationship valuable might change, disappointed by the level of service or product quality, committed customer is costing too much to maintain.Customer life cycleLife-cycle segmentation,3.3 acquisition, conversion and retention of customers,Attract new visitors to a web siteacquisition costConvert the first-time visitor into a customerconversion costInduce the customer to return to the site and buy againretention cost,3.4 customer acquisition, conversion, and retention: the funnel model,Almost every marketing strategy starts with a large number of prospects and converts fewer an fewer of those prospects into serious prospects, customers, and finally, loyal customers.,500000 ads are shown on web pages10000 ad viewers become web site visitors900 web site visitors become shoppers500 web site shoppers complete their purchasers80 purchasers become loyal repeat customers,Needs identificationSearch for and gather information about alternative products or servicesEvaluate alternatives and make selectionsPurchaseConversion of shoppers into loyal supporters of product, service and brand,The wider the bottom of the funnel, the better the strategy. That means, the more prospects are converted into loyal customers.,4. Advertising on the web网络广告,Awarenessinform, describe product, improvement, new use Explorationexplain how to use and encourage switching to the brand familiaritypersuasive, convincing customers to purchase commitmentreinforce good feelings, remind them to buyseparationno longer sand messages,4.1 banner Ads,A banner ad is a small rectangular object on a web page that displays a stationary or moving graphic and includes a hyperlink to the advertisers web site.Loaded with the web page and remained on the page until the user moved to another page or closed the browser.Some banner ads can be rotated so that each time the web page is loaded into a browser, the ad changes. Animated GIFs Rich media objectsInteractive marketing unit and format 互动营销部广告规格728 x 90 IMU 300 x 250 IMU 160 x 600 IMU 180 x 150 IMU /edu/chtg/fa/200611/3977.html,1) Three ways of banner ad placement：,To use a banner exchange network横幅广告交换网站, it coordinates ad sharing so that other sites run one companys ad while that companys site runs other exchange members ads. Usually, the exchange requires each member site to accept two ads on its site for every one of its own ads that appears on another members site. It is often difficult to find a group of other web sites that have formed an exchange or that belong to an exchange that are not direct competitors.It is suitable for Not-for-profit information web sites.,The second way that business can place their banner ad is to find web sites that appeal to one of the companys market segments and then pay those sites to carry the ads.This can take considerable time and effort. Small sites may not have an established pricing policy for ads. Larger sites usually have high standard rates that they discount for larger customers. Company can hire advertising agencies广告公司 to negotiate lower rates and help with ad placement. A full-service ads agency can help design the ads, create the banners, and identify appropriate web sites on which to display them. They can consolidate their clients budgets and buy large blocks of advertising space at one time.,A third way to place banner ads is to use a banner advertising network.A banner advertising network acts as a broker between advertisers and web sites that carry ads. They offer many of the same services as comprehensive ad agencies and often broker space primarily on larger web sites that have high traffic rates and are more expensive.,2) Measuring banner ad cost and effectiveness,Mass media efforts are measured by estimates of audience size, circulation, or number of addressees. 每千人成本法（CPM，cost per thousand）Measuring web audiences is more complicated because of the webs interactivity and because the value of a visitor to an advertiser depends on how much information the site gathers from the visitor（name, address, e-mail address, telephone number, and other demographic data）。All visitors are not of equal value.,A visit occurs when a visitor requests a page from the web sites, further pages loaded form the same site are counted as part of the visit for a specified period of time. Different kinds of visit:Trial visit/repeat visitPage view/ad view,Some web pages have banner ads that continue to load and reload as long as the page is open in the visitors web browser. Each time the banner ads loads is an impression. If the visitor clicks the banner ad to open the advertisers page, that action is called a click or click-through点阅广告.Banner ads are often sold on a CPM basis where the “thousand” is 1000 impressions./2006.htmRates vary greatly and depend on how much demographic information the web site obtains about its visitors and what kinds of visitors the site attracts.,One of the most difficult things for companies to do as they move onto the web is gauge the costs and benefits of advertising on the web. Instead of comparing the number of click-throughs that companies obtain per dollar of advertising, they measure the number of new visitors to their site who buy for the first time after arriving at the site by way of a click-through. They can then calculate the advertising cost of acquiring one customer on the web and compare that to how much it costs them to acquire one customer through traditional channels.,4.2 other Ad formats,Pop-up ad弹出式广告is an ad that appears in its own window when the user opens or closes a web page. The window in which the ad appears does not include the usual browser controls. The only way to dismiss the ad is to click the small close button in the upper-right corner of the windows frame.,4.2 other Ad formats,Pop-behind ad弹底式广告is a pop-up ad that is followed very quickly by a command that returns the focus to the original browser window. The result is an ad that is parked behind the users browser, waiting to appear when the browser is closed.,4.2 other Ad formats,Interstitial ad插页式广告when a user clicks a link to load a page, the interstitial ad opens in its own browser window, instead of the page that the user intended to load. They often open in a full-size browser window and offer the advertiser even more space than the pop-up ad format.,4.2 other Ad formats,Rich media ads (also called active ads活动式广告)instead of opening in a separate window, they generate graphical activity that “floats” over the web page itself. Rich media ads are certainly attention getting and are even more intrusive than pop-ups or interstitial because they occur on the web page itself and offer users no obvious way to dismiss them. Users can only be accustomed to seeing active ads.,4.2 other Ad formats,Ad-blocking software can prevent banner ads and pop-up ads from loading.,4.3 site sponsorships 网站赞助,Some web sites offer advertisers the opportunity to sponsor all or parts of their sites. These site sponsorships give advertisers a chance to promote their products, services, or brands in a more subtle way.,4.3 site sponsorships,Companies that buy web site sponsorships have goals that are similar to those of sporting event sponsors or television program sponsors, that is, they want to tie the company or product name to an event or a set of information. The quality of the event or information set will carry over to the companys products, services, or brands. Rather than to generate immediate sales, sponsorships are used to build brand images and develop reputatioin.,4.4 effectiveness of online advertising,The effectiveness of online advertising remains difficult to measure.A major problem is the lack of a single industry standard measuring service.Television broadcasting Nielsen ratingsPrint mediathe Audit Bureau of Circulations procedures Another problem is the ways in which site visitors change their web surfing behaviors and habits. An experienced web user is far less likely than a new web user to click a banner ad.,4.4 effectiveness of online advertising,Many companies are finding that online advertising an be an important element in a comprehensive marketing strategy that uses several different media to deliver messages to potential customers. Ad Agesreported survey results showed that more potential car purchasers would be influenced by an online ad than by a television ad. Very few people would buy a car based on an online ad, but online ads might prove to be an effective way of building brand recognition and conveying information about cars to potential buyers.Online ad will be much more effective if it is properly targeted and reaches to visitors who are looking for something specific that is related to the ads meassage.,5. E-mail marketing电子邮件营销,Sociologists and cultural anthropologists have proclaimed e-mail to be one of the greatest tools for human communication to be developed in the 20th century.A key element in any e-mail marketing strategy is to obtain customers approvals before sending them any e-mail that includes a marketing or pro