Internet marketing Secret Guide

E-business - 3

Internet Marketing / ECRM

E - Cycle of Internet Marketing  Planning  

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

 Product 

Customers look for reputable merchant with quality product

 Pricing    

How much to charge Allowing purchaser to bid up the price Offering policy so as to encourage repeat purchase Giving discount on web purchase

 Place 

Internet itself can be viewed as a delivery channel.

 Promotion   

Internet marketing follow AIDA model For this banner ads are commonly used.

Interest is generated by  By

quick response time  Easy navigation 

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Interactivity through navigation generates desire to continue Action is taken care  by

providing easy online form  Customer help desk

Personalization 

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A technique that combines product and promotion for customers to receive information customized to their needs Product presentations are customized to suit the user’s requirement Important Personalization Rule  Customer

do not like to fill out form or participate inn

surveys  Customer do not mind sharing personal information if they trust you  By demonstrating them that how your personalized environment can meet their needs  Make your form as easy as possible  No delay in a personalized environment

Web - Advertisement 

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

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Why Internet advertising?      

Television viewers are migrating to the Internet Cost Richness of format Personalization Timeliness Participation

Banner Advertising ď Ż Most Web advertising uses

banner ads ď Ż A small rectangular object normally at the top of the Web page which displays stationary or moving graphics

Banner Ad Placement  There are three ways that a company can have their

banner ads displayed  (1) Use a banner exchange network  A banner exchange network arranges for banner ads for one company to be displayed on another company’s Web site  Each member site would accept two ads for each ad placed on someone’s site  The banner exchange network earns money by selling ad space to other businesses

Cont..  (2) Pay a site to display the banner ad 

Rates can be negotiated through an advertising agency

 (3) Use a banner advertising network who acts as

brokers between advertisers and Web sites that carry ads  They often book space on large Web site like Yahoo, which has high traffic volumes and are therefore expensive

Benefits of banner ads  Users are transferred to an advertiser’s site, and

frequently directly to the shopping page of that site  Banners may include attention-grabbing multimedia

Limitations of banner ads  High cost of placing ads on high-volume sites  Limited amount of information can be placed on the

banner

Pop-up and Pop under Ads ď Ż Pop-up ad:

An ad that appears before, after, or during Internet surfing or when reading email ď Ż Pop-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 Ads ď Ż These 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 Ads ď Ż Unicast 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 Ads ď Ż A 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 clickthrough on the site  What is click-through?  A trial visit, is the first time a visitor loads a Web site  When a visitor loads a page several time these are called repeat visits  If a visitor clicks on an ad that is displayed on a Web page this is called a click-through 

Permission Marketing  Marketers 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 consumer’s browsers  Or give information about product via e-mail

Attracting Customers to your site  Keep the site content current so visitors continue

to return for news  Offer free information or product  Once visitor register, greeting them by their name  Introduce 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 Customer  Gather web data 1.

Log file: 

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When visiting a site, you are submitting a request for information from the site’s server and the request is recorded in a log file Log files consist of data generated by site visits, including each visitor’s location, IP address, time of visit, frequency of visits and other information Log-file analysis organizes and summarizes the information contained in the log files  

Can be used to determine the number of unique visitors Can show the Web-site traffic effects of changing a Web site or advertising campaign

2.

Forms:Registration and purchase form 

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Recommended when it will provide a benefit to the customer When customers log on using usernames and passwords, their actions can be tracked and stored in a database Require only minimum information Give customers an incentive to register  Free-trial run or a free demonstration to familiarize the user After customer registration, send an e-mail including customer usernames and welcoming them to your Web site

3.

Cookies: 

    

is a small piece of information that is sent to the visitor's browsers when the visitor accesses a particular site the length of stay at the site purchases made on the site Component to track visitors action Tell retails about first-time and repeat visitor Two types of cookies  

Persistent: Cookies have their expiration date Session: last as long as the browsers stays open

Cont..  Clickstream data analysis   

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When visitors go to the site their click act as footprints While 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 to  Where visitors first landed on the site  How visitor got to the site  Number and sequence of page viewed  Length of time the visitor stayed on each page and on site  Number and cost pf product purchased

Cont..  E-Intelligence     

Help merchant to understand who are their customer and what entices then to buy Give detail behavioral information about web site visitor Uses artificial intelligence Done by log file analysis software Help you in answering question like  Why

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)  

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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 located The consumer  Decide

on item  Sets a price  And send the bot into cyberspace  The bot then find the consumer's item at the best available price

Customer Relationship Management  Goal is to  Get  Keep  Identify

potentially most profitable prospects  20/80 rule (20% customers generate 80% revenues)

E-CRM ď Ż Allows companies to gather and access

information about customers’ buying histories, preferences, complaints and other data, so they can better anticipate customer wants. ď Ż 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-CRM  Notice: 

What customer is doing on your website

 Remember : 

What customers have done over time

 Learn  Act

Feature of e-CRM  Complaining ability  Privacy policy : by not selling customer’s

data to advertiser  Online product information  Site map  E-mail

eCRM – Benefits  Single view of customer data  Immediate availability of real-time information  Better knowledge of customers  Better understanding of customer needs  Knowledge retention improved

eCRM – Risks  Difficult implementation  Expense  Web dependency

 What kind of web advertisement you would like to

suggest for following product and why?  

Mobile phone Mutual funds

 How personalization is a unique feature of internet

marketing? And how it helps to customers as well as companies.

Contact Us Business Name: Skyline Business School Address: Hauz Khas Enclave, New Delhi ­ 110 016, India.

Phone: 91­11­26864848,:91­11­26866968 E­mail: info@skylinecollege.com Website: www.skylinecollege.com