第4章网络营销课件

E-Business

第4章网络营销

2023/10/242LearningObjectivesInthischapter,youwilllearnabout:CreatinganeffectivebusinesspresenceontheWebWebsiteusabilityCommunicatingeffectivelywithcustomersontheWebWhentouseproduct-basedandcustomer-basedmarketingstrategiesCommunicatingwithdifferentmarketsegments2023/10/2433LearningObjectives(cont’d.)Inthischapter,youwilllearnabout（cont’d.）:CustomerrelationshipintensityandthecustomerrelationshiplifecycleUsingadvertisingontheWebE-mailmarketingTechnology-enabledcustomerrelationshipmanagementCreatingandmaintainingbrandsontheWebSearchenginepositioninganddomainnameselection2023/10/24441CreatinganEffectiveWebPresenceOrganization’spresencePublicimageconveyedtostakeholdersUsuallynotimportant（对小企业生存第一位）UntilgrowthreachessignificantsizeStakeholders利益相关体有权益关系者

Customers,suppliers,employees,stockholders,neighbors,generalpublicEffectiveWebpresenceCriticalEvenforsmallestandnewestWeboperatingfirms2023/10/2455IdentifyingWebPresenceGoalsBusinessphysicalspaceFocusonveryspecificobjectivesNotimagedrivenMustsatisfymanybusinessneedsFailstoconveygoodpresenceWebbusinesssiteintentionallycreatesdistinctive有特色的presenceGoodWebsitedesignProvideseffectiveimage-creationfeaturesProvideseffectiveimage-enhancingfeaturesServesassalesbrochure小册子,productshowroom,financialreport,employmentad,customercontactpoint2023/10/2466IdentifyingWebPresenceGoals(cont’d.)MakingWebpresenceconsistentwithbrandimageDifferentfirmsestablishdifferentWebpresencegoalsCocaColapagesUsuallyincludetrustedcorporateimage(Cokebottle)TraditionalpositionasatrustedclassicPepsipagesUsuallyfilledwithhyperlinkstoactivitiesandproduct-relatedpromotionsUpstartproductfavoredbyyoungergeneration2023/10/2477AchievingWebPresenceGoalsEffectivesitecreatesattractivepresenceMeetsbusinessororganizationobjectivesObjectivesAttractvisitorstotheWebsiteMakesiteinterestingConvincevisitorstofollowsite’slinksCreateimpressionconsistentwithorganization’sdesiredimageBuildtrustingrelationshipwithvisitorsReinforce增强

positiveimage正面印象Encouragevisitorstoreturn2023/10/2488WebSiteUsabilityCurrentWebpresencesFewbusinessesaccomplishallgoalsMostfailtoprovidevisitorssufficientinteractivecontactopportunitiesImproveWebpresenceMakesiteaccessibletomorepeopleMakesiteeasiertouseMakesiteencouragevisitors’trustDevelopfeelingsofloyaltytowardorganization2023/10/2499HowtheWebIsDifferentSimplemid-1990sWebsitesConveyedbasicbusinessesinformationNomarketresearchconductedWebobjectivesachievementfailureNotunderstandingWebpresence-buildingmediaWebobjectiveachievementsuccessSitescreateorganization’spresenceSitescontainstandardinformationsetHistory,objectives,mission任务,productinformation,financialinformation,two-waymeaningfulcommunication2023/10/241010MeetingtheNeedsofWebSiteVisitorsSuccessfulWebbusinesses: Realizeeveryvisitorisapotentialcustomer(partner)CraftingWebpresenceisanimportantconcernKnowvisitorcharacteristicvariationsVisitoratsiteforareason

Visitorshave:Variousneeds,experience,expectations,technology2023/10/241111MeetingtheNeedsofWebSiteVisitors(cont’d.)WebsitevisitormotivationsLearningaboutcompanyproductsorservicesBuyingproductsorservicesObtainingwarranty,service,repairpolicyinformationObtaininggeneralcompanyinformationObtainingfinancialinformationIdentifyingpeople(了解公司组成人员)Obtainingcontactinformation2023/10/241212MeetingtheNeedsofWebSiteVisitors(cont’d.)MakingWebsitesaccessibleBuildinterfaceflexibilityOptionaltouseframesOffertext-onlyversionOptiontoselectsmallergraphicimagesOptiontospecifystreamingmediaconnectiontypeOptiontochooseamonginformationattributesControversial有争议的,引起争议的

WebsitedesignAnimatedgraphicssoftwareuseSometaskslendthemselvestoanimatedWebpages2023/10/2413132023/10/241414MeetingtheNeedsofWebSiteVisitors(cont’d.)MakingWebsitesaccessible(cont’d.)OffermultipleinformationformatsWebsiteconstructionsgoalsOffereasilyaccessibleorganizationfacts（企业形象）AllowdifferentvisitorexperiencesProvidemeaningful,two-way双向

communicationlinkSustain支撑visitorattentionandencouragereturnvisitsOffereasilyaccessibleinformationaboutproducts,services,andtheiruse2023/10/241515TrustandLoyaltyCreatesrelationshipvalueGoodserviceleadstosellertrustDelivery,orderhandling,helpselectingproduct,after-salesupportSatisfactoryservicebuildscustomerloyaltyCustomerserviceinelectroniccommercesitesProblemLackintegrationbetweencallcentersandWebsitesPoore-mailresponsivenessUnlikelytorecovermoneyspenttoattractcustomers2023/10/241616Rating评价ElectronicCommerceWebSitesReviewelectroniccommerceWebsitesUsability,customerservice,otherfactorsG（向网站销售评估结果和改进意见）Nolongerpublishesmostscorecards评分表BizR

ComparisonshoppingserviceLinkstolowpriceandgoodserviceratingssites2023/10/241717RatingElectronicCommerceWebSite(cont’d.)UsabilitytestingHelpsmeetWebsitegoalsAvoidsWebsitefrustration失望

CustomersleavesitewithoutbuyinganythingSimplesiteusabilitychangesIncludetelephonecontactinformationStaffacallcenterLearnaboutvisitorneedsbyconductingfocusgroupsUsabilitytestingcostLowcomparedtoWebsitedesigncosts2023/10/241818RatingElectronicCommerceWebSite(cont’d.)Customer-centricWebsitedesignImportantpartofsuccessfulelectronicbusinessoperationFocusonmeetingallsitevisitors’needsPuttingcustomeratcenterofallsitedesignsFollowguidelinesandrecommendationsMakevisitors’Webexperiencesmoreefficient,effective,memorableUsabilityImportantelementofcreatingeffectiveWebpresence2023/10/241919ConnectingwithCustomersImportantelementofacorporateWebpresenceIdentifyandreachout送达tocustomersNatureofWebcommunicationPersonalcontact(prospecting)Employeesindividuallysearchfor,qualify,contactpotentialcustomersMassmedia（大众媒体）DelivermessagesbybroadcastingAddressablemedia（可定地址媒体）AdvertisingeffortsdirectedtoknownaddresseeInternetmedium

Occupiescentralspaceinmediumchoicecontinuum2023/10/2420202023/10/24212WebMarketingStrategies

Marketingmix营销组合ElementcombinationtoachievegoalsSellingandpromotingproductsandservicesMarketingstrategyMarketingmixwithelementsdefinedFourPsofmarketingProduct

PhysicalitemorservicesoldBrand:customers’productperception2023/10/2422WebMarketingStrategies(cont’d.)

FourPsofmarketing(cont’d.)MarketingmixpriceelementAmountcustomerpaysforproductPromotionAnymeanstospreadwordaboutproductTheissueofplace(distribution)NeedtohaveproductsorservicesavailableInmanydifferentlocationsLong-termproblemGettingrightproductstotherightplacesAtthebesttimetosellthem2023/10/2423Product-BasedMarketingStrategiesWebpresencemustintegratewithimage,brandProduct-basedorganizationManagersthinkofphysicalobjectssoldorusedCustomersthinkintermsofproductcategoriesExamplesWebofficesupplystores(Staples百货

)/

Previousprintcatalogsales(Sears西尔斯百货

)/

Bothexamples:OrganizedWebsitesfrominternalviewpoint公司的角度2023/10/24242023/10/2425Customer-BasedMarketingStrategiesIdentifycustomergroupssharingcommoncharacteristicsExample:SaberHoldingsFourmaingroups(withpotentialsubgroups)TechniquepioneeredonB2BsitesfirstCustomizedproductandserviceofferingsMatchcustomers’needsB2CsitesAddingcustomer-basedmarketingelementsExample:universityWebsites（较以前有改进）Websitesdesignedwithlinksforspecificstakeholders2023/10/24263CommunicatingwithDifferent

MarketSegments细分市场CommunicationsmediaselectiontocarrymessagePhysicalworld UsebuildingconstructionandfloorspacedesignExample:Banks（高端客户普通客户企业个人等）OnlinefirmNophysicalpresenceCustomercontactthroughmediaandWebsiteCommunicationsmediaselectioniscritical主要的关键的OnlinefirmchallengeCustomertrustwithnophysicalpresence（无经营场所）2023/10/2427Trust,Complexity,andMediaChoiceTheWebIntermediatestepBetweenmassmediaandpersonalcontactPotentialcustomerWebcommunicationOffersadvantagesofpersonalcontactsellingCostsavingsofmassmediaMassmedia OfferslowesttrustlevelCostsspreadoveranypeople2023/10/24282023/10/2429Trust,Complexity,andMediaChoice(cont’d.)ComplexitylevelinherentinproductandserviceImportantfactorinmediachoiceMassmediaProductswithfewcharacteristics,easytounderstandExpensive(delivershortmessages)言语夸张PersonalcontactHighlycomplexproductsandservicesCustomersmayaskquestions2023/10/2430Trust,Complexity,andMediaChoice(cont’d.)Web(middleground)OffersvariouselementsDelivershort,focusedmessagesEngagepotentialcustomerGivecustomersabilitytochooseinteractionlevelResistancetomassmediamessagesSuccessfulcampaignsRelyonpassivenatureofmediaconsumptionWebuseCapturebenefitsofpersonalcontactAvoidcostsinherent

固有的

inthatapproach（massmedia）2023/10/2431MarketSegmentationDividespotentialcustomerpoolintosegmentsDefinedindemographic人口统计的

characteristicstermsThreecategoriestoidentifymarketsegmentsGeographic地理segmentationDemographic人口segmentationPsychographic心理segmentationTelevisionadvertisersUsethreecategoriesorcombination2023/10/2432Companiestryto:MatchadvertisingmessagestomarketsegmentsBuildsalesenvironmentforaproductorserviceCorrespondstomarketsegmenttryingtoreach2023/10/2433MarketSegmentationontheWebWebopportunityPresentdifferentstoreenvironmentsonlineSteveMaddensite（

/

）

Target:young,fashion-consciousbuyersTalbotssite（

/online/home_page.jsp

）Moremuted,conservativestyleLimitationsofphysicalretailstoresFlooranddisplayspaceMustconveyoneparticularmessageWebstoresSeparatevirtualspacesfordifferentmarketsegments2023/10/2434OfferingCustomersaChoiceontheWebOne-to-onemarketingOfferingproducts,servicesmatchedtoneedsofaparticularcustomerDellOffersnumberofdifferentwaystodobusinessHomepagelinksforeachmajorcustomergroupSpecificproducts,productcategorieslinksavailableDellPremieraccountsHighlevelofcustomer-basedmarketsegmentation2023/10/24354SegmentationUsingCustomerBehaviorSamepersonRequiresdifferentproductsandservicescombinationsDependingontheoccasionBehavioralsegmentationCreationofseparatecustomerexperiencesbasedontheirbehaviorOccasionsegmentation(场合细分)Basedonthingshappeningataspecifictimeoroccasion2023/10/2436*SegmentationUsingCustomerBehavior(cont’d.)OnlineworldsingleWebsitedesignEasiertomeetneedsofdifferentbehavioralmodesElementsappealingtodifferentbehavioralsegmentsMarketresearchstudyPreferencestowarddifferentproduct,servicecombinationsWebsitefeaturesHowpreferencesaffectedbymodesofinteractionFindingPeoplewantrangeofinteractionpossibilities2023/10/2437SegmentationUsingCustomerBehavior(cont’d.)IdentifiedcommonbehaviorpatternsBrowsersVisitorsjustsurfingorbrowsingWebsite:offersomethingtopiquesvisitors’interestTriggerwordsJogvisitors’memoriesRemindvisitorsofsomethingtheywanttobuyonthesiteHavelinkstositeexplanations,instructionsIncludeextracontentrelatedtoproduct,serviceLeadstofavorableimpression(bookmark)2023/10/2438SegmentationUsingCustomerBehavior(cont’d.)BuyersReadytomakeapurchaserightawayOffercertaintyNothingwillgetinwayofpurchasetransactionShoppingcartPartofWebsiteKeepstrackofselecteditemsforpurchaseAutomatespurchasingprocessOfferslinkbackintoshoppingareaGoalGetbuyertoshoppingcartasquicklyaspossible2023/10/2439SegmentationUsingCustomerBehavior(cont’d.)ShoppersMotivatedtobuyLookingformoreinformationbeforepurchaseOffercomparisontools,productreviews,andfeatureslists2023/10/2440CustomerRelationshipIntensityandLife-CycleSegmentationOne-to-onemarketingandusage-basedsegmentationvalueStrengthencompanies’relationshipswithcustomersGoodcustomerexperiencesCreateintenseloyaltyfeelingtowardthecompany,products,servicesTypicalfive-stagemodelofcustomerloyaltySeeFigure4-62023/10/2441FirstfourstagesShowincreaseinrelationshipintensityFifthstage(separation)DeclineoccursRelationshipterminates2023/10/2442CustomerRelationshipIntensityandLife-CycleSegmentation(cont’d.)Awareness知晓Customersrecognizecompanyname,productExploration了解Customerslearnmoreaboutcompany,productsFamiliarity熟悉CustomershavecompletedseveraltransactionsAwareofreturns,creditspolicies,andpricingflexibility2023/10/2443CustomerRelationshipIntensityandLife-CycleSegmentation(cont’d.)Commitment承诺CustomerexperiencesconsiderablenumberofhighlysatisfactoryencountersDevelopsfierceloyaltyorstrongpreferenceSeparation分离ConditionsthatmaderelationshipvaluablechangePartiesenterseparationstageLife-CycleSegmentationCustomerlifecycle:(fivestages)Analyzinghowcustomers’behaviorchangesastheymovethroughstages2023/10/2444Acquisition获得

,Conversion转变,andRetention维系

ofCustomersGoalAttractnewvisitorstoaWebsiteAcquisitioncostTotalamountofmoneysitespends(average)todrawonevisitortositeConversionConvertfirst-timevisitorintoacustomerConversioncostTotalamountofmoneysitespends(average)toinduceonevisitortomakeapurchase,signupforasubscription,orregister2023/10/2445Acquisition,Conversion,andRetentionofCustomers(cont’d.)ConversioncostmaybegreaterthanprofitearnedontheaveragesaleRetainedcustomersReturnoneormoretimesaftermakingfirstpurchasesRetentioncostsCostsofinducingcustomerstoreturnandbuyagainImportanceofmeasuringthesecostsIndicatessuccessfuladvertising,promotionstrategiesMoreprecisethanclassifyingintofiveloyaltystages2023/10/2446CustomerAcquisition,Conversion,andRetention:TheFunnel漏斗ModelFunnelmodelConceptualtoolUnderstandoverallnatureofmarketingstrategyProvidesclearstructureforevaluatingspecificstrategyelementsVerysimilartocustomerlife-cyclemodelLessabstractBetteratshowingeffectivenessoftwoormorespecificstrategiesProvidesgoodanalogyfortheoperationofmarketingstrategy462023/10/24472023/10/24485AdvertisingontheWebEffectiveadvertisinginvolvescommunicationFive-stagecustomerloyaltymodel:helpfulincreatingmessagesAwarenessstageAdvertisingmessageshouldinform告知Exploration了解

stageMessageshouldexplainhowproduct,serviceworksEncourageswitchingbrandsFamiliaritystageMessageshouldbepersuasive劝诱2023/10/2449AdvertisingontheWeb(cont’d.)Five-stagecustomerloyaltymodel(cont’d.)CommitmentstageRemindermessagesSeparationstageNottargetedOnlineadvertisingAlwayscoordinatewithexistingadvertisingefforts2023/10/2450*BannerAdsBanneradSmallrectangularobjectonWebpageDisplaysstationaryormovinggraphicIncludeshyperlinktoadvertiser’sWebsiteVersatile多功能的

Attention-grabbingUsesanimatedGIFsandrichmediaobjectsCreatedusingShockwave,Java,FlashMarketingunit(IMU)adformatsVoluntarystandardbannersizes2023/10/2451*BannerAds(cont’d.)Leaderboard告示牌adDesignedtospanWebpagetoporbottomSkyscraperadDesignedtobeplacedonWebpagesideRemainsvisibleasuserscrollsthroughpageAdvertisingagenciesCreatebanneradsforonlineclientsPricerange:$100tomorethan$2000Companiescanmaketheirownbannerads2023/10/2452*BannerAds(cont’d.)Banneradplacement

UseabannerexchangenetworkCoordinatesadsharingSitesrunonecompany’sadCompany’ssiterunsotherexchangemembers’adsFindWebsitesappealingtocompany’smarketsegmentsPaysitestocarryadUseabanneradvertisingnetworkActsasbrokerbetweenadvertisersandWebsitesthatcarryads2023/10/2453*BannerAds(cont’d.)NewstrategiesforbanneradsBanneradswereanoveltyinitiallyTheynowhavedecreasedabilitytoattractattentionSolutionsIntroducedanimatedGIFswithmovingelementsCreatedadsdisplayingrichmediaeffects(movieclips)Addedinteractiveeffects(Javaprograms):respondtouser’sclickwithsomeaction2023/10/2454*TextAdsShortpromotionalmessageNographicelementsUsuallyplacedalongWebpagetoporrightsideSimplebutveryeffectiveExample:GoogleInitiallycriticizedforincludingobtrusiveadsonitspagesNowclearlylabelsads(topreventconfusion)InlinetextadTextinstoriesdisplayedashyperlinks2023/10/2455*OtherWebAdFormatsPop-upadAppearsinitsownwindowWhenuseropensorclosesWebpageExtremelyannoyingMustclickclosebutton(small)inwindowofadPop-behindadPop-upadfollowedbycommand(quick)ReturnsfocustooriginalbrowserwindowAd-blockingsoftwarePreventsbanneradsandpop-upadsfromloading2023/10/2456*OtherWebAdFormats(cont’d.)InterstitialadUserclickslinktoloadpageInterstitialadopensinitsownbrowserwindowInsteadofpageuserintendedtoloadManycloseautomaticallyOthersrequireusertoclickabuttonRichmediaads(activeads)Generategraphicalactivitythat“floats”overtheWebpageitself2023/10/2457SiteSponsorshipsWebsitesofferadvertisersopportunitytosponsorall(orparts)oftheirsitesMoresubtlewaytopromoteproducts,services,brandsGoalssimilartosportingeventsponsors,televisionprogramsponsorsTiecompany(product)nametoanevent(setofinformation)EthicalconcernsraisedIfsponsorisallowedtocreatecontentorweaveadvertisingmessageintosite’scontent2023/10/2458OnlineAdvertisingCostandEffectivenessWebsitesmakefavorableimpressiononpotentialcustomersRaisesissueofmeasuringWebsiteeffectivenessCostperthousand(CPM)“M”fromRomannumeralfor“thousand”DollaramountpaidforeverythousandpeopleintheestimatedaudienceMeasuringWebaudiences(complicated复杂化

)Web’sinteractivityValueofvisitortoanadvertiserDependsoninformationsitegathersfromvisitor2023/10/2459OnlineAdvertisingCostandEffectiveness(cont’d.)VisitOccurswhenvisitorrequestsapagefromWebsiteTrial尝试visitFirsttimeaparticularvisitorloadsWebsitepage

Repeatvisits:subsequentpageloadsAdview:occursifpagecontainsanadImpression印象:eachtimebanneradloadsClick(click-through)Actionwherebyvisitorclicksbanneradtoopenadvertiser’spage2023/10/24602023/10/2461OnlineAdvertisingCostandEffectiveness(cont’d.)NewmetricstoevaluatenumberofdesiredadvertisingyieldoutcomesMeasurenumberofnewvisitorswhobuyfirsttimeafterarrivingatsiteBywayofclick-throughCalculateadvertisingcostofacquiringonecustomerontheWebComparetohowmuchitcoststoacquireonecustomerthroughtraditionalchannels2023/10/2462EffectivenessofOnlineAdvertisingOnlineadvertisingRemainsdifficulttomeasureMajorproblemLackofsingleindustrystandardmeasuringserviceSolution(2004)SetofmediameasurementguidelinesUsedbyallonlineadvertisersProducecomparableadviewnumbersDifficultiesremainSitevisitorschangeWebsurfingbehaviors,habits2023/10/24636E-mailMarketingKeyelementObtaincustomers’approvals许可Beforesendingmarketingorpromotionale-mailmessage2023/10/2464PermissionMarketing许可营销Opt-in许可e-mail

Practiceofsendinge-mailmessagestopeoplewhorequestinformationPartofmarketingstrategy:permissionmarketingMoresuccessfulthansendinggeneralpromotionalmessagesthroughmassmediaCosteffectiveCancostlessthanonecentifcompanyalreadyhascustomer’se-mailaddress2023/10/2465CombiningContentandAdvertisingUsingarticles,newsstoriesofinteresttospecificmarketsegmentsAdvertiserssendcontentby:Usinginsertedhyperlinksintoe-mailmessagesTakescustomerstoadvertiser’sWebsitecontentInducescustomertostayonthesiteandconsidermakingpurchases2023/10/2466OutsourcingE-MailProcessingNumberofcustomerswhoopt-intoinformation-ladene-mailsCanhaverapidgrowthOutgrowcapacityofinformationtechnologystaffSolutionUsee-mailprocessingserviceprovider2023/10/24677Technology-EnabledCustomerRelationshipManagementClickstream点击流InformationWebsitegathersaboutvisitorsTechnology-enabledrelationshipmanagementFirmobtainsdetailedcustomer’sinformationto:Setprices,negotiateterms,tailorpromotions,addproductfeatures,andcustomizeitsentirerelationshipwiththatcustomerCustomerrelationshipmanagement(CRM)Technology-enabledcustomerrelationshipmanagementElectroniccustomerrelationshipmanagement(eCRM)2023/10/2468定位2023/10/2469CRMasaSourceofValueintheMarketspaceMarketspaceCommerceintheinformationworldValuecreationrequiresdifferentprocessesFirmsuseinformationtocreatenewvalueforcustomersTrackandexamineWebsitevisitorbehaviorUsethatinformationtoprovidecustomized,value-addeddigitalproductsandservicesEarlyCRMeffortfailedOverlycomplex2023/10/2470CRMasaSourceofValueintheMarketspace(cont’d.)CurrentCRMeffortsmoresuccessfulLessambitiousinscopeLimitdatacollectiontokeyfactsCustomertouchpointAnyoccurrenceofcontactbetweencustomerandanypartofthecompanyDatawarehouseLargedatabaseContainsmultiplesourcesofinformationaboutcustomers,theirpreferences,theirbehavior702023/10/2471CRMasaSourceofValueintheMarketspace(cont’d.)Datamining(analyticalprocessing)TechniquethatexaminesstoredinformationLooksforunknown,unsuspectedpatternsinthedataStatisticalmodelingTechniquethattestsCRManalysts’theoriesaboutrelationshipsamongelementsofcustomerandsalesdata2023/10/24722023/10/24738CreatingandMaintainingBrandsontheWebBrandedproductsEasiertoadvertiseandpromoteEachproductcarriesreputationofthebrandnameValueoftrustedmajorbrandsFarexceedscostofcreatingthem2023/10/2474ElementsofBrandingThreekeybrandelementsProductdifferentiation差异ClearlydistinguishproductfromallothersRelevance关联DegreetowhichproductoffersutilitytocustomerPerceivedvalue(keyelement)认知价值CustomerperceivesavalueinbuyingproductBrandscanlosetheirvalueEnvironmentchanges2023/10/24752023/10/2476Emotional感性

Brandingvs.Rational理性Branding品牌创建Emotionalappeals感性诉求WorkwellifadtargetsinpassivemodeofinformationacceptanceTelevision,radio,billboards,printmediaDifficulttoconveyonWebActivemediumcontrolledbycustomerRationalbranding理性品牌创建OffertohelpWebusersinsomewayInexchangeforviewinganadReliesoncognitiveappealofspecifichelpoffered2023/10/2477BrandLeveraging延伸

StrategiesBrandleveragingExtenddominantpositionstootherproductsandservicesExamplesYahoo!A2023/10/2478BrandConsolidation整合StrategiesMarketintermediary中介ExampleDella&James:onlinebridalregistryNowWeddingC/

Createdsingleregistryconnectingtoseverallocalandnationaldepartment,giftstoresLogoandbrandingofeachparticipatingstoreFeaturedprominentlyonWeddingCsiteProvidesvaluableconsolidatingactivityforregisteringcouples,guests2023/10/2479CostsofBrandingTransferringexistingbrandstotheWebLessexpensivethancreatingentirelynewbrand1998Top100electroniccommercesiteseachspentanaverageof$8millionMarch2000MoneysupplybegandryingupCompany’sWebpresencepromotingIntegralpartofbranddevelopment,maintenanceCompany’sURLOnproductpackaging,massmediaadvertising2023/10/2480AffiliateMarketingStrategiesAffiliate关联marketingOnefirm’sWebsite(affiliatesite)Includesdescriptions,reviews,ratings,otherinformationaboutaproductlinkedtoanotherfirm’ssite(offersitemforsale)AffiliatesitereceivescommissionForeveryvisitorfollowinglinkfromaffiliate’ssitetoseller’ssiteAffiliatesavesexpensesHandlinginventory,advertisingandpromotingproduct,transactionprocessing2023/10/2481AffiliateMarketingStrategies(cont’d.)Cause公益

marketingAffiliatemarketingprogrambenefitingcharitableorganizationVisitorclicksonlink(onaffiliate’sWebpage)DonationmadebyasponsoringcompanyPageloadsaftervisitorclicksdonationlinkCarriesadvertisingforsponsoringcompanies2023/10/2482AffiliateMarketingStrategies(cont’d.)AffiliatecommissionsPay-per-click点击收费modelAffiliateearnscommissionEachtimesitevisitorclickslink,loadstheseller’spagePay-per-conversion转换收费modelAffiliateearnsacommissionEachtimesitevisitorconvertedfromvisitorintoqualifiedprospectorcustomerAffiliateprogrambroker(clearinghouseormarketplace)Forsitesthatrunaffiliateprograms,wanttobecomeaffiliates2023/10/2483ViralMarketingStrategiesViral

病毒

marketingReliesonexistingcustomersTellotherpeople(prospectivecustomers)aboutproductsorserviceUseindividualcustomerstospreadthewordaboutacompanyExample:BlueMountainArtsElectronicgreetingcardsE-mailmessagesthatincludelinktogreetingcardsite2023/10/2484ViralMarketingStrategies病毒式营销定义病毒和营销有什么关系呢？病毒式营销鼓励个体之间相互传递营销信息，从而通过信息的曝光和影响创造指数级增长的策略。正如病毒一样，这种策略利用快速繁殖将信息爆炸式地传递给成千上百万人。病毒式营销被用来指“口碑（word-of-mouth），制造热点（creatingabuzz），整合媒体（leveragingthemedia），网络营销（networkmarketing）。”

2023/10/2485ViralMarketingStrategiesH的经典案例

病毒式营销经典的案例要算首批免费电子邮件提供商之一。他们的策略很简单：

1.赠送免费电子邮件地址服务

2.在每封电子邮件下面加个标签：“从/得到个人免费邮箱。”

3.等人们给自己的朋友圈同事圈发邮件的时候，就可以撤了

4.人们看到消息

5.注册自己的免费电子邮件服务

6.把消息发给自己不断扩大的朋友圈和同事圈2023/10/2486ViralMarketingStrategies病毒式营销策略的要素1.赠送产品或服务2.让别人毫不费力地传播3.轻而易举地由小做大4.利用共同动机和行为5.利用现有沟通网络6.利用别人的资源

2023/10/2487ViralMarketingStrategies2.让别人毫不费力地传播承载营销信息的媒介必须易于传播和复制：电子邮件，网址，图片，软件下载。病毒式营销在网上大行其道的原因就在于即时通讯越来越容易，成本越来越低。简化营销信息，以便易于传播并且不会变质。6.利用别人的资源病毒式营销会利用别人的资源达到目的。比如，合作联盟项目在别人的网站上放置文本或图片。免费提供文章的作者希望把文章放到别人的网页上去。一则新闻可能被数百家杂志选择，并构成了