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Chapter 4Marketing on the Web

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Four Ps of marketing:ProductPricePromotionPlace

4.1 Web Marketing Strategies

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4.1 Web Marketing Strategies

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Product-Based Marketing Strategies Customer-Based Marketing Strategies

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4.1.1 Product-Based Marketing Strategies

Business is selling products and services.

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4.1.2 Customer-Based Marketing Strategies

Identify groups of customers who share common characteristics.

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4.2 Trust and Media Choice

Mass Media The Web Personal Contact

First: Identify Customer;

Second: Selection of Communication media

Trust

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4.2 Trust and Media Choice

People are likely ignore or feel tired about the mass media.

Remote control of TV. In a passive state of mind, evaluate messages In contrast, web users are far more likely in that

mind. Blog etc. (Web 2.0)

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4.3 Communicating with Different Market Segments

Market Segmentation Market Segmentation on the Web Offering Customers a Choice on the Web

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4.3.1 Market Segmentation

Geographic segmentation Demographic segmentation Psychographic segmentation

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4.3.2 Market Segmentation on the Web

Present different store environments online. Allow customer create their own stores.

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4.3.3 offering customers a choice on the Web

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4.4 Beyond Market Segmentation: Customer Behavior and Relationship Intensity

Behavioral segmentation: the creation of separate experiences for customers based on their behavior.

Usage-based market segmentation: customizing visitor experiences to match the site usage behavior patterns of each visitor or type of visitor.

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4.4 Beyond Market Segmentation: Customer Behavior and Relationship Intensity

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4.4 Beyond Market Segmentation: Customer Behavior and Relationship Intensity

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4.4 Beyond Market Segmentation: Customer Behavior and Relationship Intensity

WEB MINING (Web 挖掘 )

数据挖掘 （ Data Mining)

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4.4.1 Segmentation Using Customer Behavior

Customer behavior may in different ways at different times.

Behavioral segmentation. (occasion segmentation)Browser

Buyer

Shopper

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•考虑他们如何去产生收益是一个好方法来思考电子商务。

P107 第一句。

P107 …. 模式。。。 和免费模式。 收费模式； 参差不齐；

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P147 第 6 点： 了解管理这家公司的人事组织。

•获得总体的信息关于公司或组织。 P147 第五点， 第六点。•保单。 P147 第 3 点。 （英语翻译， 前后倒装 )

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P151 第三点： 夸张的市场报告； （膨胀的 ? ）（通货膨胀的 )

P151 第八点： 测试可见度被监听在很小的范围。？？？， 航海标志控制；航行管制；文本知名度较小；

P151 第九点： 削弱访问者的视觉；削弱色盲的浏览者的视力；

P151 第十点：通过各种类型的站点带领可用的试验来可能给使用者导航。

性能实用性测试由站点用户驾驭通过几个站点的版本。

由潜在网站用户对网站的几个版本的浏览来进行可用性测试。

P151 第七点： 导航控件。

避免使用专业术语，游客可能不明白。

做网站时要为游客着想。

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4.4.1 Segmentation Using Customer Behavior

Simplifiers Surfers Bargainers Connectors Routiners Sportsters

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4.4.2 Customer Relationship Intensity and Life-Cycle Segmentation

Awareness Exploration Familiarity Commitment Separation

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4.4.3 Acquisition, Conversion, and Retention of Customers

Acquisition cost. Conversion cost. Retention cost.

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4.4.4 Customer Acquisition, Conversion, and Retention: The Funnel Model

•The wider the bottom of the funnel, the better the strategy:

That means: The more prospects are going to be converted into loyal customers.

The funnel model can be used in planning marketing strategies by comparing the projected results shown in the diagram with the results for alternative strategies shown in separate diagrams.

The funnel model can be used in planning marketing strategies by comparing the projected results shown in the diagram with the results for alternative strategies shown in separate diagrams.

漏斗模型可以被用来通过比较在流程图里显示的预计结果和在不同流程图里显示其他策略的结果的区别来进行营销策略的计划。漏斗模型可以被用来通过比较在流程图里显示的预计结果和在不同流程图里显示其他策略的结果来进行营销策略的计划。

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4.5 Advertising on the Web

Awareness: new product ( improvement product);

Exploration: encourage switching to that brand. Familiarity: purchase specific products or receive

salespersons calls. Commitment: reminder messages. Separation: N/A

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4.5.1 Banner Ads

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4.5.1 Banner Ads in three different ways.

Use a banner exchange network. Place on the websites that appeal to one of the c

ompany’s market segments and pay them. Use a banner advertising network. Web 2.0 concept. (Adsense ).

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Measuring Banner Ad Cost and Effectiveness

Measuring mass media: measured by estimates of audience size, etc. ( 收视率 ). CPM= cost per thousand.

Measuring web audiences:

Trial visit repeat visits page view ad view

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Four Ways to Increase Banner Ad Effectiveness

1. Introduce animated GIFs with moving elements.2. Display rich media effects, such as movie clips.3. Create banner ads that appear to be dialog boxe

s.4. Design Skycraper ad

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4.5.2 Other Web Ad Formats

Pop-up ads Pop-behind ads Interstitial ads Rich media ads/active ads

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A banner ad in MSN, Yahoo costs $ 500,000 per day

Business Week Mouse focus. Brainwaves ( eye moves ).

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4.5.3 Site SponsorshipsBwin (online gambling) Milan

Motorola ， pepsi

The Back Dorm Boys

Acer Jing Lei Xu’s blog

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4.5.4 Effectiveness of Online Advertising

Properly targeted. using E-mail advertising.

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4.6 E-Mail Marketing

A key element is to obtain customers’ approvals before sending them any e-mail that includes a marketing or promotional message.

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4.6.1 Permission Marketing

Conversion rate. Percentage of recipients who respond to an ad or promotion.

Conversion rates / click-through rates Send e-mails to responded recipients.

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4.6.2 Combining Content and Advertising

Combine content with e-mail. (hyperlinks in e-mail, interested messages.

Coordinate across media outlets. Consistent with e-mail ad, press releases,

media ads, etc.

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4.6.3 Outsourcing E-Mail Processing

外包电子邮件处理业务

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4.7 Technology-Enabled Customer Relationship Management

Clickstream. Technology-enabled relationship management

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4.7.1 CRM as a Source of Value in the Marketspace Value chain model. How information be a source of value?

Track and examine the behaviors of visitors, and use that information to provide customized, value-added digital products and services in the marketspace.

Find information easily customize information encourage the customer to buy.

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4.8 Creating and Maintaining Brands on the Web

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4.8.1 Elements of Branding

Differentiation. Relevance. Perceived value.

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4.8.2 Emotional Branding vs. Rational Branding

Emotional branding traditional media passive mode customers.

Rational branding web media active mode customers

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4.8.3 Brand Leveraging Strategies

Google: Search engine. E-mail. gmail Instant Messenger. gmail Maps. googlemap Video (youtube). online office (word, excel.calendar). Photo management. picasa Input methods. Adsence. Google checkout. Online banking. Android mobile. Opensource projects.

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Alibaba.Alibaba.com B to BTaobao C to CAlimama. Paid commercial ads Alipay. Online payment.Yahoo! China Search engine, Portal.Alisoft online software.(ERP etc).口碑网 点评美食，商家，品牌等。 web 2.0

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4.8.4 Brand Consolidation Strategies

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4.8.5 Costs of Branding

$8 m a year for maintaining the brand. (top 100 e-commerce sites).

Most of costs are for television, radio, print media.

Company’s URL should be included on product packaging and in mass media advertising on traditional ads.

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4.8.6 Affiliate marketing Strategies

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4.8.7 Virtual Marketing Strategies

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4.9 Search Engine Positioning and Domain Names

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4.9.1 Search Engines and Web Directories

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4.9.2 Paid Search Engine Inclusion and Placement

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4.9.3 Web Site Naming Issues

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4.10 Summary