E-business - 3
Internet Marketing / ECRM
E - Cycle of Internet Marketing Planning
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
Interactivity through navigation generates desire to continue Action is taken care by
providing easy online form Customer help desk
Personalization
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
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:
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
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
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)
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