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Chapter4.pptxElectronic Commerce Tenth Edition
Chapter 4
Marketing on the Web
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Learning Objectives
In this chapter, you will learn:
How firms use product-based and customer-based marketing strategies
About communicating with different market segments
To identify customer relationship characteristics
About the customer relationship life cycle
How companies advertise on the Web
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Learning Objectives (cont’d.)
About e-mail marketing strategies
About technology-enabled customer relationship management
How to create and maintain brands on the Web
How businesses use social media in viral marketing campaigns
About search engine positioning tactics and domain name selection strategies
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Web Marketing Strategies
Marketing mix
Element combination to achieve goals
Selling and promoting products and services
Marketing strategy
Marketing mix with elements defined
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The Four Ps of Marketing
Product
Physical item or service sold
Brand: customers’ product perception
Price
Amount customer pays for product
Customer value: customer benefits minus total cost
Promotion
Any means to spread word about product
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Place (distribution)
Need to have products or services available in many different locations
Getting right products to the right places at the best time to sell them
The Four Ps of Marketing (cont’d.)
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FIGURE 4-1 The four Ps of marketing contribute to marketing strategy
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Product-Based Marketing Strategies
Web presence must integrate with image and brand
Managers often think in terms of products and services sold
Useful Web site design when customers use product categories
Web site examples: Home Depot and Staples
Not a useful Web site design when customers look to fulfill a specific need
Design Web site to meet individual customer needs
Offer alternative shopping paths
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Customer-Based Marketing Strategies
Web sites to meet various types of customers’ specific needs
Initial step: identify customer groups sharing common characteristics
Make site more accessible and useful for each group
Companies need to take view beyond internal perspective
Example: university Web sites today focus design on needs of stakeholders (current students, prospective students, parents of students, potential donors, faculty)
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Communicating with Different Market Segments
Communications media selection to carry message
Physical world
Uses building construction and floor space design
Online firm
Communications media selection: critical
No physical presence
Customer contact made through image projected through media and Web site
Online firm challenge
Obtain customer trust with no physical presence
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Trust, Complexity, and Media Choice
The Web
Broad intermediate step
Between mass media and personal contact
Web communication offers:
Advantages of personal contact selling
Cost savings of mass media
Mass media advertising offers lowest trust level
Still used successfully because costs spread over many people
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FIGURE 4-2 Trust in three information dissemination models
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Trust, Complexity, and Media Choice (cont’d.)
Complexity level inherent in product and service
Important factor in media choice
Products with few characteristics and easy to understand
Promotes well with mass media
Mass media: expensive to produce
Used primarily for short messages
Highly complex products and services
Promote well with personal contact
Customers may ask questions
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Trust, Complexity, and Media Choice (cont’d.)
Web occupies a wide middle ground
Offers various elements
Mass media messaging
Personal contact interaction
Anything in between
People now resistant to mass media messages
Successful mass media campaigns
Rely on passive nature of media consumption
Web user likely to be in an active state
Better to use a trust-based model approach
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Trust, Complexity, and Media Choice (cont’d.)
New Internet communications modalities for individuals and companies
Web log or blog
Website allowing people to post thoughts and inviting others to add commentary
Retailers experimenting with blogs and social media as adjunct communication means
Companies use the Web to engage in two-way communications resembling a high-trust personal contact mode of communication
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Market Segmentation
Divides potential customer pool into segments
Defined in demographic characteristics terms
Micromarketing
Practice of targeting very small market segments
Hampered by cost increases
Three categories to identify market segments
Geographic segmentation
Demographic segmentation
Psychographic segmentation
Television advertisers use all three categories
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Companies try to:
Match advertising messages to market segments
Build sales environment for a product or service
Corresponds to market segment trying to reach
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FIGURE 4-3 Television advertising messages tailored to program audience
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Market Segmentation on the Web
Web opportunity
Present different store environments online
Juicy Couture site targets young, fashion-conscious buyers
Talbots site targets older, more established buyers
Limitations of physical retail stores
Floor and display space
Must convey one particular message
Web stores
Separate virtual spaces for different market segments
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Offering Customers a Choice on the Web
One-to-one marketing
Offering products, services matched to needs of a particular customer
Example: Dell
Offers several different ways to do business
Home page links for each major customer group
Specific products, product categories links available
Dell Premier accounts
High level of customer-based market segmentation
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Beyond Market Segmentation: Customer Behavior and Relationship Intensity
Recap
Companies target similar customer groups as market segments
One-to-one marketing
Chance to create individually unique Web experiences
Next step
Use the Web to target specific customers in different ways at different times
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Segmentation Using Customer Behavior
Same person
Needs different combinations of products and services
Depending on the occasion
Behavioral segmentation
Creation of separate customer experiences based on behavior
Occasion segmentation
Behavioral segmentation based on things happening at a specific time or occasion
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Segmentation Using Customer Behavior (cont’d.)
Online world single Web site design
Easier to meet needs of different behavioral modes
Can include elements appealing to different behavioral segments
Usage-based market segmentation
Customizing visitor experiences to match the site usage behavior patterns of each visitor or type of visitor
Categories of online behavior patterns
Browsers, buyers, and shoppers
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Segmentation Using Customer Behavior (cont’d.)
Browsers
Visitors just surfing or browsing
Web site must offer something to pique visitors’ interest
Trigger words
Prompt visitor to stay and investigate products or services
Have links to site explanations, instructions
Include extra content related to product, service
Leads to favorable impression (bookmark)
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Segmentation Using Customer Behavior (cont’d.)
Buyers
Ready to make a purchase right away
Offer direct route into purchase transaction
Shopping cart
Part of the Web site
Keeps track of selected items for purchase
Automates purchasing process
Page offers link back into shopping area
Primary goal: get buyer to shopping cart as quickly as possible
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Segmentation Using Customer Behavior (cont’d.)
Shoppers
Motivated to buy
Looking for more information before purchase
Offer comparison tools, product reviews, and features lists
People do not retain behavioral categories from one visit to the next
Even for the same Web site
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Segmentation Using Customer Behavior (cont’d.)
Alternative models
McKinsey & Company’s six behavior-based categories
Simplifiers (convenience)
Surfers (find information, explore new ideas, or shop)
Bargainers (search for good deals)
Connectors (stay in touch with other people)
Routiners (return to same sites over and over)
Sportsters (spend time on sports, entertainment sites)
Must identify groups and formulate ways of generating revenue
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Customer Relationship Intensity and Life-Cycle Segmentation
One-to-one marketing and usage-based segmentation value
Strengthen companies’ relationships with customers
Good customer experiences
Create intense loyalty feeling
Typical five-stage model of customer loyalty
First four stages show increase in relationship intensity
Fifth stage (separation)
Decline occurs, relationship terminates
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Touchpoints
Online and offline customer contact points
Touchpoint consistency
Goal of providing similar levels and quality of service at all touchpoints
FIGURE 4-4 Five stages of customer loyalty
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© Cengage Learning 2013
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Customer Relationship Intensity and Life-Cycle Segmentation (cont’d.)
Characteristics of the five stages
Awareness
Customers recognize company name, product
Exploration
Customers learn more about company, products
Familiarity
Customers have completed several transactions
Customers aware of returns and credits policies
Customers aware of pricing flexibility
Customers just as likely to shop competitors
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Customer Relationship Intensity and Life-Cycle Segmentation (cont’d.)
Characteristics of the five stages (cont’d.)
Commitment
Customer experiences highly satisfactory encounters
Customer develops fierce loyalty or strong preference
Separation
Conditions that made relationship valuable change
Parties enter separation stage
Life-cycle segmentation
Customer life cycle (the five stages)
Using stages to create customer groups in each stage
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Acquisition, Conversion, and Retention of Customers
Goal
Attract new visitors to a Web site
Acquisition cost
Total amount of money site spends drawing one visitor to site
Conversion
Convert first-time visitor into a customer
Conversion cost
Total amount of money site spends to induce one visitor to make a purchase, sign up for a subscription, or register
May exceed profit earned on average sale
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Acquisition, Conversion, and Retention of Customers (cont’d.)
Retained customers
Return one or more times after making first purchases
Retention costs
Costs of inducing customers to return and buy again
Importance of measuring these costs
Indicates successful advertising, promotion strategies
More precise than classifying into five loyalty stages
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Customer Acquisition, Conversion, and Retention: The Funnel Model
Funnel model
Conceptual tool
Provides understanding of overall nature of marketing strategy
Clear structure for evaluating specific strategy elements
Very similar to customer life-cycle model
Less abstract
Better at showing effectiveness of two or more specific strategies
Provides good analogy: large number of prospects with fewer and fewer converted to loyal patrons
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FIGURE 4-5 Funnel model of customer acquisition, conversion, and retention
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Funnel model: tool for conceptualizing and evaluating alternative strategies
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Advertising on the Web
Effective advertising involves communication
Five-stage customer loyalty model helpful in creating advertising messages
Awareness stage
Advertising message should inform
Exploration stage
Message should explain how product, service works
Encourage switching brands
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Advertising on the Web (cont’d.)
Five-stage customer loyalty model (cont’d.)
Familiarity stage
Message should be persuasive, convince customer to buy
Commitment stage
Customer sent reminder messages
Separation stage
Customer not targeted
Online advertising
Always coordinate with existing advertising efforts
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Banner Ads
Banner ad
Small rectangular object with stationary or moving graphic
Includes hyperlink to advertiser’s Web site
Versatile: informative and persuasive functions
Attention-grabbing banner ads
Use animated GIFs and rich media objects
Created using Shockwave, Java, Flash
Interactive marketing unit (IMU) ad formats
Voluntary standard banner sizes
Universal ad package (UAP)
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Banner Ads (cont’d.)
Leaderboard ad
Designed to span Web page top or bottom
Skyscraper ad
Designed to be placed on Web page side
Remains visible as user scrolls through page
Advertising agencies
Create banner ads for online clients
Price range: $100 to more than $5000
Companies can make their own banner ads
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Banner Ads (cont’d.)
Banner ad placement
Use a banner exchange network
Coordinates ad sharing
Find Web sites appealing to company’s market segments
Pay sites to carry ad
Use a banner advertising network
Acts as broker between advertisers and Web sites that carry ads
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Banner Ads (cont’d.)
New strategies for banner ads
Banner ads were a novelty initially
Lost ability to attract attention
Solutions
Introduce animated GIFs with moving elements
Create ads displaying rich media effects (movie clips)
Add interactive effects (Java programs): respond to user’s click with some action
Create ads acting like mini video game
Create ads appearing to be dialog boxes
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FIGURE 4-6 Disguised banner ads
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Text Ads
Short promotional message
No graphic elements
Usually placed along Web page top or right side
Deceptively simple but very effective
Example: Google
Initially criticized for including unobtrusive ads on its pages
Now clearly labels ads to prevent confusion
Inline text ad
Text in stories displayed as hyperlinks
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Other Web Ad Formats
Pop-up ad
Appears in its own window
When user opens or closes Web page
Considered to be extremely annoying
Must click close button (small) in window of ad
Pop-behind ad
Pop-up ad followed by a quick command
Returns focus to original browser window
Appears when browser is closed
Ad-blocking software
Prevents banner ads and pop-up ads from loading
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Other Web Ad Formats (cont’d.)
Interstitial ad
User clicks link to load page
Interstitial ad opens in its own browser window
Instead of page user intended to load
Many close automatically
Others require user to click a button
Rich media ads (active ads)
Generate graphical activity that “floats” over the Web page itself
Example: 30 second ad before television show
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Mobile Device Advertising
Tremendous usage growth for mobile devices connected to Internet
Some mobile software applications (mobile apps) include advertising element
Messages displayed from advertisers
Part of the app screen or in a separate screen
Mobile apps’ advertising space marketed in same way as Web sites’ banner advertising
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Site Sponsorships
Web sites offer advertisers opportunity to sponsor all (or parts) of their sites
More subtle
Goals similar to sporting event sponsors, television program sponsors
Tie company (product) name to an event (set of information)
Ethical concerns raised
If sponsor is allowed to create content or weave advertising message into site’s content
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Online Advertising Cost and Effectiveness
Companies want Web sites to make favorable impression on potential customers
Raises issue of measuring Web site effectiveness
Cost per thousand (CPM) for mass media advertising
“M” from Roman numeral for “thousand”
Dollar amount paid for every thousand people in the estimated audience
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Online Advertising Cost and Effectiveness (cont’d.)
Measuring Web audiences (complicated)
Web’s interactivity
Value of visitor to an advertiser
Depends on information site gathers from visitor
Visit
Occurs when visitor requests a page from Web site
Trial visit
First time a particular visitor loads Web site page
Repeat visits
Subsequent page loads
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Online Advertising Cost and Effectiveness (cont’d.)
Page view
Each page loaded by a visitor
Ad view
Occurs if page contains an ad
Impression
Each time banner ad loads
Click (click-through)
Action whereby a visitor clicks banner ad to open advertiser’s page
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FIGURE 4-7 CPM rates for advertising in various media
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Online Advertising Cost and Effectiveness (cont’d.)
New metrics to evaluate advertising yield outcomes
Measure number of new visitors who buy first time after arriving at site
By way of click-through
Calculate advertising cost of acquiring one customer on the Web
Compare to how much it costs to acquire one customer through traditional channels
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Effectiveness of Online Advertising
Online advertising effectiveness
Remains difficult to measure
Major problem
Lack of single industry standard measuring service
Solution (2004)
Set of media measurement guidelines
Used by all online advertisers
Produce comparable ad view numbers
Difficulties remain
Site visitors change Web surfing behaviors, habits
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Effectiveness of Online Advertising (cont’d.)
Online advertising as one element in marketing strategy
Use variety of media to reach potential customers
Online advertising developments
AdAge.com, eMarketer, Online Publishers Association
Online advertising much more effective using market segmentation
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E-Mail Marketing
Can be a powerful element of advertising strategy
Used to announce new products or features
Used to announce sales on existing products
Unsolicited Commercial E-mail (UCE, Spam)
Electronic junk mail
Wastes time, disk space, and consumes large amounts of Internet capacity
Key element
Obtain customers’ approvals
Prior to sending marketing or promotional e-mail
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Permission Marketing
Conversion rate
Percentage of recipients responding to an ad or promotion
Ranges from 10 percent to more than 30 percent on requested e-mail messages
Opt-in e-mail
Practice of sending e-mail messages to people who request information
Part of marketing strategy: permission marketing
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Permission Marketing (cont’d.)
Opt-in e-mail (cont’d.)
More successful than mass media general promotional message
Makes better use of customer’s time
Return Path offers opt-in e-mail services
Provides e-mail addresses to advertisers
Rates vary depending on type and price of the product
Minimum of about $1 to a maximum of 25–30 percent of the selling price of the product
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Combining Content and Advertising
Using articles, news stories of interest to specific market segments
Increases acceptance of e-mail
Advertisers send content by:
Using hyperlinks inserted into e-mail messages
Takes customers to advertiser’s Web site content
Easier to induce customer to stay on the site and consider making purchases
Coordination across media outlets
Important element in any marketing strategy
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Outsourcing E-Mail Processing
Number of customers opting in to information-laden e-mails
May outgrow capacity of an information technology staff
Solution
Company may use an e-mail processing service provider
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Technology-Enabled Customer Relationship Management
Clickstream: the information gathered about visitors
Technology-enabled relationship management
Firm obtains information on customer behavior to
Set prices, negotiate terms, tailor promotions, add product features, customize customer relationship
Also known as:
Customer relationship management (CRM)
Technology-enabled customer relationship management
Electronic customer relationship management (eCRM)
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FIGURE 4-8 Technology-enabled relationship management
and traditional customer relationships
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CRM as a Source of Value in the Marketspace
Marketspace
Commerce in the information world
Value creation requires different processes
Firms use information to create new value for customers
Track and examine Web site visitor behavior
Use information to provide customized, value-added digital products and services
Early CRM efforts failed
Overly complex
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CRM as a Source of Value in the Marketspace (cont’d.)
Current CRM efforts more successful
Limit data collection to key facts
Relevant to salespeople and customers
Customer touchpoint
Any occurrence of contact between customer and any company point
Data warehouse (large database)
Contains multiple sources of information about customers, their preferences, their behavior
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CRM as a Source of Value in the Marketspace (cont’d.)
Data mining (analytical processing)
Technique that examines stored information
Looks for unknown, unsuspected patterns in the data
Statistical modeling
Technique that tests CRM analysts’ theories about relationships among customer and sales data elements
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FIGURE 4-9 Elements of a typical CRM system
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Creating and Maintaining Brands on the Web
Branded products
Easier to advertise and promote
Each product carries reputation of the brand name
Value of trusted major brands
Far exceeds cost of creating them
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Elements of Branding
Three key brand elements
Product differentiation
Clearly distinguish product from all others
Relevance
Degree to which product offers utility to customer
Perceived value (key element)
Customer perceives a value in buying product
Brands can lose their value
Environment changes
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FIGURE 4-10 Elements of a brand
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Emotional Branding vs. Rational Branding
Emotional appeals
Work well if ad targets in passive mode of information acceptance
Television, radio, billboards, print media
Difficult to convey on Web
Active medium controlled by customer
Rational branding
Offer to help Web users in some way
In exchange for viewing an ad
Relies on cognitive appeal of specific help offered
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Affiliate Marketing Strategies
Affiliate marketing
One firm’s Web site (affiliate site)
Includes descriptions, reviews, ratings, other information about a product linked to another firm’s site (offers item for sale)
Affiliate site receives commission
For every visitor following link from affiliate’s site to seller’s site
Affiliate saves expenses
Handling inventory, advertising and promoting product, transaction processing
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Affiliate Marketing Strategies (cont’d.)
Cause marketing
Affiliate marketing program benefiting charitable organization
Visitor clicks on link (on affiliate’s Web page)
Donation made by a sponsoring company
Page loads after visitor clicks donation link
Carries advertising for sponsoring companies
Higher click-through rates than typical banner ad click-through rates
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Affiliate Marketing Strategies (cont’d.)
Affiliate commissions
Pay-per-click model
Affiliate earns commission
Each time site visitor clicks link, loads the seller’s page
Pay-per-conversion model
Affiliate earns a commission
Each time site visitor converted from visitor into qualified prospect or customer
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Affiliate Marketing Strategies (cont’d.)
Affiliate commissions (cont’d.)
Affiliate program broker (clearinghouse or marketplace)
Sites running affiliate programs
Sites wanting to become affiliates
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Viral Marketing Strategies
Viral marketing
Relies on existing customers
Tell other people (prospective customers) about products or service
Use individual customers to spread the word about a company
Example: BlueMountain Arts
Electronic greeting cards
E-mail messages that include link to greeting card site
Social media sites being utilized
Key to viral marketing: post often, but not too often
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FIGURE 4-11 Viral marketing through social media
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Search Engine Positioning and Domain Names
Ways that potential customers find Web sites
Referred by friend
Click a link on a referring Web site
Referred by affiliate marketing partner
See site’s URL in print advertisement, television
Arrive unintentionally after mistyping similar URL
Use a search engine or directory Web site
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Search Engines and Web Directories
Search engine
Web site that helps people find things on the Web
Search engine major parts
Spider (crawler, robot, bot)
Program that automatically searches Web to find potentially interesting Web pages for people
Index (database)
Storage element of search engine
Search utility
Takes terms, finds matching Web page entries in index
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Search Engines and Web Directories (cont’d.)
Web directories
Provide classified hierarchical lists of categories
Search engine ranking
Weighting of factors
Search engines use factors to decide which URLs appear first on searches for a particular search term
Search engine positioning (search engine optimization, search engine placement)
The combined art and science of having a particular URL listed near the top of search engine
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Paid Search Engine Inclusion and Placement
Paid placement (sponsorship, search term sponsorship)
Offer good ad placement on search results page
For a price
Buy banner ad space at the top of search results pages that include certain terms
Search engine positioning: complex subject
Spending on online advertising
Grew rapidly in the early Web days
Virtually zero in 1995 to about $8 billion in 2000 (U.S.)
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FIGURE 4-12 U.S. online advertising expenditures, actual and projected
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FIGURE 4-13 U.S. advertising expenditures by medium, 2010 estimates
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Paid Search Engine Inclusion and Placement (cont’d.)
Search engine placement brokers
Aggregate inclusion and placement rights on multiple search engines
Sell those combination packages to advertisers
Google does not use placement broker
Sells services directly (Google AdWords program)
Contextual advertising (potential flaw)
Ads placed in proximity to related content
Localized advertising
Ads related to location on search results
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Web Site Naming Issues
URLs should reflect company name or reputation
Troublesome domain names
Purchase more suitable domain names
Examples:
www.iflyswa.com changed to www.southwest.com
www.delta-air.com changed to www.delta.com
Companies often buy more than one domain name
In case user misspells URL
Redirected to intended site
Have different names or forms of names
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Web Site Naming Issues (cont’d.)
Buying, selling, and leasing domain names
Example: Artuframe
Purchased the URL art.com from Advanced Rotocraft Technology
Combined new domain name with other marketing strategies
Joint marketing agreement with Yahoo!, affiliate advertising with other businesses and not-for-profit art organizations
Leasing the rights to domain names is an option to selling
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FIGURE 4-14 Domain names that sold for more than $2 million
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Web Site Naming Issues (cont’d.)
URL brokers and registrars
Sell, lease, auction domain names
Internet Corporation for Assigned Names and Numbers (ICANN)
Maintains accredited registrars list
Registrars offer domain name search tools
Domain name parking (domain name hosting)
Service permitting domain name purchaser to maintain simple Web site
So domain name remains in use
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Summary
Achieve Web marketing goals
Use principles of marketing strategy
Use the four Ps of marketing
Product-based marketing strategy
Customer-based strategy
Web enables companies to mix strategies
Market segmentation works well on the Web
Online advertising
More intrusive since introduction
Various types available
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Summary (cont’d.)
Use Web to manage customer relationships
Focused CRM efforts
More successful than earlier comprehensive attempts
Use rational branding instead of emotional branding techniques on the Web
Critical to success
Successful search engine positioning
Domain name selection
Companies must integrate Web marketing tools into a cohesive and customer-sensitive overall marketing strategy
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