E-business - 3Internet Marketing / E-CRM

E - Cycle of Internet Marketing Planning

Product : Is your product is sellable on internet Competition: analyze the website of your competitor and review their featuresTarget audience: Are your customers use internet Marketing: how will your advertiseSale plan: what will be the selling plan

ProductCustomers look for reputable merchant with quality productPricingHow much to chargeAllowing purchaser to bid up the price Offering policy so as to encourage repeat purchaseGiving discount on web purchasePlaceInternet itself can be viewed as a delivery channel.

PromotionInternet marketing follow AIDA modelFor this banner ads are commonly used.Interest is generated by By quick response timeEasy navigation Interactivity through navigation generates desire to continueAction is taken care by providing easy online form Customer help desk

PersonalizationA technique that combines product and promotion for customers to receive information customized to their needsProduct presentations are customized to suit the users requirement Important Personalization Rule Customer do not like to fill out form or participate inn surveysCustomer do not mind sharing personal information if they trust youBy demonstrating them that how your personalized environment can meet their needsMake your form as easy as possibleNo delay in a personalized environment

Web - AdvertisementWeb Ads are nothing but information devoted to promote, market, sell or provide specific information about a product, service, commercial event on World Wide Web

Why Internet advertising?Television viewers are migrating to the InternetCostRichness of formatPersonalizationTimelinessParticipation

Banner AdvertisingMost Web advertising uses banner adsA small rectangular object normally at the top of the Web page which displays stationary or moving graphics

Banner Ad PlacementThere are three ways that a company can have their banner ads displayed(1) Use a banner exchange networkA banner exchange network arranges for banner ads for one company to be displayed on another companys Web siteEach member site would accept two ads for each ad placed on someones siteThe banner exchange network earns money by selling ad space to other businesses

Cont..(2) Pay a site to display the banner adRates can be negotiated through an advertising agency

(3) Use a banner advertising network who acts as brokers between advertisers and Web sites that carry adsThey often book space on large Web site like Yahoo, which has high traffic volumes and are therefore expensive

Benefits of banner adsUsers are transferred to an advertisers site, and frequently directly to the shopping page of that siteBanners may include attention-grabbing multimedia

Limitations of banner adsHigh cost of placing ads on high-volume sitesLimited amount of information can be placed on the banner

Pop-up and Pop under AdsPop-up ad:

An ad that appears before, after, or during Internet surfing or when reading e-mailPop-under(behind) ad:

An ad that appears underneath the current browser window. The window is parked behind the user browser waiting to appear when the browser is closed

Floating AdsThese are ads that appear when you first go to a Web page, and they "float" or "fly" over the page for anywhere from five to 30 seconds

Unicast AdsUnicast Ads are TV commercial that runs in a pop-up window. It is animated and it has sound. The ads can last anywhere from 10 to 30 seconds

Streaming Sidebar AdsA small video ad appears in the right sidebar on this CNN page, with sound, and plays for 30 seconds. The reader can control the ad with the three buttons (Play, Pause, Stop) underneath the ad.

Measuring the Cost of Ads.Several measurements exist including:Cost per thousand clicks (CPM)The number of new visitors that arrive via a click-through on the siteWhat is click-through?A trial visit, is the first time a visitor loads a Web siteWhen a visitor loads a page several time these are called repeat visitsIf a visitor clicks on an ad that is displayed on a Web page this is called a click-through

Permission MarketingMarketers ask permission before they send advertisement to prospective customers.How it works?Customer fills out form or survey.Merchant then begins to delivery targeted banner in the consumers browsers Or give information about product via e-mail

Attracting Customers to your siteKeep the site content current so visitors continue to return for newsOffer free information or product Once visitor register, greeting them by their nameIntroduce event marketing (ex. showing an event will increase the selling of real player software)Try out viral marketing as a tool for getting noticed

Tracking CustomerGather web dataLog file: When visiting a site, you are submitting a request for information from the sites server and the request is recorded in a log fileLog files consist of data generated by site visits, including each visitors location, IP address, time of visit, frequency of visits and other information Log-file analysis organizes and summarizes the information contained in the log filesCan be used to determine the number of unique visitors Can show the Web-site traffic effects of changing a Web site or advertising campaign

Forms:Registration and purchase form Recommended when it will provide a benefit to the customerWhen customers log on using usernames and passwords, their actions can be tracked and stored in a databaseRequire only minimum informationGive customers an incentive to registerFree-trial run or a free demonstration to familiarize the userAfter customer registration, send an e-mail including customer usernames and welcoming them to your Web site

Cookies:is a small piece of information that is sent to the visitor's browsers when the visitor accesses a particular sitethe length of stay at the sitepurchases made on the siteComponent to track visitors actionTell retails about first-time and repeat visitorTwo types of cookiesPersistent: Cookies have their expiration dateSession: last as long as the browsers stays open

Cont..Clickstream data analysisWhen visitors go to the site their click act as footprintsWhile leaving the foot prints they leave their behavior Provides an easy way to understand the actions performed by visitors Combines data such as IP address, OS, site visited, and offline data(such as name, address) and customer purchasing history (which is stored in database)Help in find the answer toWhere visitors first landed on the siteHow visitor got to the siteNumber and sequence of page viewedLength of time the visitor stayed on each page and on siteNumber and cost pf product purchased

Cont..E-IntelligenceHelp merchant to understand who are their customer and what entices then to buyGive detail behavioral information about web site visitorUses artificial intelligenceDone by log file analysis softwareHelp you in answering question likeWhy do people abandon their shopping carts and click away?How do e-sales compare to those on other channel?What content most often gets people to buy online

Cont.Shopbot (shopping agent)First appeared in the form of spinder the search engine still use to locate website.Shopping bots software searched several sites and will tell you what each site charges for the same item and where the best buy is locatedThe consumerDecide on itemSets a priceAnd send the bot into cyberspace The bot then find the consumer's item at the best available price

Customer Relationship ManagementGoal is to GetKeepIdentify potentially most profitable prospects20/80 rule (20% customers generate 80% revenues)

E-CRMAllows companies to gather and access information about customers buying histories, preferences, complaints and other data, so they can better anticipate customer wants.Integrates sales, order fulfillment, customer service as well as coordinates and unifies all points of interaction with the customer, throughout the Customer Life Cycle.

Mail Goal of e-CRMNotice: What customer is doing on your websiteRemember :What customers have done over timeLearn

Act

Feature of e-CRMComplaining abilityPrivacy policy : by not selling customers data to advertiserOnline product informationSite mapE-mail

eCRM BenefitsSingle view of customer dataImmediate availability of real-time informationBetter knowledge of customersBetter understanding of customer needsKnowledge retention improved

eCRM RisksDifficult implementationExpenseWeb dependency

What kind of web advertisement you would like to suggest for following product and why?Mobile phoneMutual funds

How personalization is a unique feature of internet marketing? And how it helps to customers as well as companies.

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