E-Commerce Marketing week 7 wed Oct 31 In the News: Adobe announces—Adobe’s Mktg Cloud— to help business measure ROI for social media mktg - see facebook/adobemarketingcloud

Today: • some highlights of previous presentations & topics• Viral Mktg techniques• Study guide for exam next Monday’s exam

Next Monday ‘s Exam --bring 1 page of notes - both sides & a calculator

For next wed: see eres for several articles to read before next wed class( Nov 7)

Email today to Dr K from an SSM company named DigitalAptitude ..A case study in SSM

Email: From: Zeke Camusio zeke@digitalaptitude.comSubject: Case Study: How Sidecca Amplified Brand Exposure with Social MediaDate: October 31, 2012 10:36:27 AM “See how we amplified Sidecca's brand exposure 25 fold in this social media case study: http://www.digitalaptitude.com/blog/case-studies/case-study-how-sidecca-amplified-brand-exposure-with-social-media

-what’s missing in their results summary?

Sidecca =dotcom for girl’s clothing (ages 13-24)

Note: All team briefs are on eres for your review—plus all teams now added to facebook ads account-with $40 budget

• Waze• Prezi• OK Cupid• Airbnb• Kickstarter

Internet marketing’s job is to generate demand;the website’s key focus is to convert to customers!

Demand generation:External

User Experience:

BusinessWebsite

Marketing Campaigns

Advertising Search Display ads

Email Marketing Viral Marketing Social Networking

WEB Site: Converting prospects into customers!

Website Elements Calls to Action The Shopping Cart Email signups Viral elements

Tracking of activity

BookRenter presentation by Sara LeoniVP of E-Commerce

-good insights into their ‘mktg mix’ for reaching acquisition and revenue goals

- 2011 results show that Mktg really worked for them! And you can see the traffic contributions from each mktg method.

-What about their website elements? -what is the implication of “Direct” and “branded

search” being such high % of their total traffic?- what was said about their mktg efforts/results with

social media?

BookRenter’s Purchase Funnel

Awareness

Consideration

Research

Purchase

Retention

SEM/SEOSEM/SEO AffiliatesAffiliates

DisplayDisplay

Retargeting

Retargeting

Retargeting

Retargeting

E-Mail

Direct to websiteDirect to website

Direct to websiteDirect to website

E-Mail

Social

BookRenter Channel Breakdown

+136%

+46%

+80%

+45%

+63%

+208%

Paid

“Free” or organic

homework after BookRenter presentation highlighting their integrated mktg campaigns • bookrenter has both a b2c and a b2b business b2b is their “college bookstore platform’• research Bookrenter.com and Chegg.com

- Review their websites and facebook pages

• search on BookRenter and Chegg brand names to see paid search & organic SERP

• do a search: ‘rent ecommerce textbook’ and write down where you see bookrenter and Chegg on SERP(search engine results page)

Internet Marketing-Many Ways to Drive Traffic to a Small Biz

1. Paid Search-Google, Yahoo, MSN 2. Email Marketing - ConstantContact, mailchimp 3. SEO - search engine optimization 4. Sponsored ads (CPM, CPC, CPA ads) 5. Facebook Pages & Facebook Marketing 6. Viral Marketing --Today 7. Affiliate Marketing -- leverage the reach of other websites 8. Groupon 9. Yelp ----------------------------------------------* Internet Marketing methods for small businesses

What we call viral mktg on the Internet…….

…is called simply ‘Word of Mouth’ with traditional mtkg

..we can all relate to some of the amazing ways

that ‘word of mouth’ can impact business…...one of best examples is….

- Maybe the most Powerful form of Marketing Viral Marketing -

Example of the power of Traditional Viral Marketing :

OPRAH’s TV ShowGoogle, Twitter, Facebook, Zynga, Yelp, Craigslist

…all got their high growth through Viral Mktg

Viral marketing—exploring it further…

Viral marketing describes any strategy that encourages individuals to pass on a marketing message to others, ….creating the potential for large growth in the message's exposure and influence.

A message that spreads rapidly—like a virus!

1

11 1111

1111111111111111111111111

111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111

Hotmail gained a quantum leap in users when it started its service. Hotmail’s viral marketing scheme came into play with a simple tag and link inserted at the end of every email sent using Hotmail :

“Get your private, free email at www.hotmail.com"

Hotmail Bought by Microsoft for estimated $385 million in 1997

 

Viral Marketing OnlineThe Classic Example--see wikipedia

Other examples of powerful Viral Mktg at work….

•The viral singing star - Susan Boyle from Britain Seen on Youtube by millions of people. They got to this Youtube by clicking on emails from friends

• The outrageous YouTube videos: “ Will it Blend”

http://www.youtube.com/watch?v=kdE0Q5RDEsc a series of infomercials demonstrating Blendtec blenders. The founder ,Tom Dickson, attempts to blend various items in order to show off the power of his blender.

Viral marketing..online..takeaways - the Internet version of ‘word of mouth’

-- Viral mktg uses techniques to get current customers & fans to want ‘ to pass it on’ to their friends

-- Viral Mktg is all about leverage: ‘ 1 to many’ - get 1 customer to help a biz reach many friends!

-- sometimes clever sites & emails can go VIRAL: woot.com, plentyoffish, themilliondollarhomepage

Viral Marketing methods..--there are many online ways to ‘leverage’ your current customers & fans

Viral Mkt techniques

Your Your WebsiteWebsiteEmails…example:Emails…example:Netflix - Netflix - invite friends and invite friends and getget1 free month1 free month

Many Internet channels to Many Internet channels to ‘‘leverageleverage’’

-- ‘-- ‘tell a friend’tell a friend’

Viral Marketing methods..--Here are 4 more online ways to ‘leverage’ your current customers & fans

Viral Mkt techniques

leverage ‘influencers’/bloggers jetpens

WebsiteWebsite

Emails…Emails…Netflix-Netflix-invite invite friendsfriends

Facebook– Facebook– Intuit’sIntuit’s TurboTaxTurboTaxYoutube- Youtube- ‘‘Will it Will it

blendblend’’‘ ‘ leverage the reachleverage the reach’’ of big of big bizbiz ScubaToys-UPS, Cisco, ScubaToys-UPS, Cisco, BizWeekBizWeek

Many Internet channels to Many Internet channels to ‘‘leverageleverage’’

-- ‘-- ‘tell a friend’tell a friend’

Viral Marketing … impressive example..Dropbox.http://www.forbes.com/sites/victoriabarret/2011/10/18/dropbox-the-inside-story-of-techs-hottest-startup/

Nov 7 issue of Forbes Magazine—cover storyDropbox switched from Google adwords to Viral mktg for explosive growth to 50 million users! “That’s what you’re supposed to do: hire a Mktg guy,then buy Google AdWords,” says Houston. “We sucked at it.” It was costing Dropbox $300 for each sign-up. Their challenge was marketing a product to solve a problempeople didn’t realize they had and weren’t searching for!. So rather than advertise, they turned their loyal customer base into salespeople, gave away 250 Mbytes of free stotagefor a referral. Today..More than 25% of all new customers come to Dropbox using this Viral Marketing method.

 

ScubaToys.com- a small biz gets viral mktg from Cisco, UPS & Business Week

A happy Scubatoys customer happens to work for Cisco Systemsand helps them install Cisco products…then viral things happen…

- ScubaToys wins Cisco’s “Growing with Technology award” as they succeed- with a website and online sales.- Gets featured in Cisco’s online newsletter- Then..ScubaToys sign us with UPS as their supplychain vendor- UPS does a feature article on ScubaToys in their newsletter - Then…BusinessWeek picks up on ScubaToys growing online business - and does a feature story on them

-- ScubaToys gets written up in articles by 3 large Companies and visible to their millions of readers

See: http://www.scubatoys.com/press/press.asp

Example of a website that grew exponentially with viral mktg: “Plenty of fish”

Markus Frind HQ: Vancouver, BCa free dating site for users..but brings in $millionsin advertising using Google Adsense.Markus Frind and his girlfriend Annie

KanciarHeadline on Inc Magazine cover:Markus Frind works one hour a day and brings in $10 million a year. …(thanks to viral mktg)

Viral Marketing … Intuit uses facebook & the free networking effect

Use Facebook Pages & News Feedexample : Intuit’s Turbo Tax –see article on eres

Seth Greenberg’s presentation at Advertiser’s Conference:

--embedded the ‘Like” Turbotax button

100,000 people “Friendcasting” their friends on Facebook

He calculates 15 million free impressions from

‘’viral mktg’ on Facebook

Viral Marketing … online: Leverage the Mktg resources of others!

Idea for small businesses: get visible in NYtimes, business week

Examples: • Scubatoys.com -a small business in Texas see: scubatoys.com/press/press.asp • JetPens.com—a simple mention can bring a ‘flood’ of new orders www.nytimes.com/2011/02/06/fashion/06POSSESSED.html?scp=1&sq=jetpens&st=cse

• BiRite Market in San Francisco—featured in NYtimes small biz section..feedback on their new website

Study Guide for Monday’s exam

Excellent study guides are :

•The 14 Class presentations & 5 Team briefs Dr K, guests, Team briefs• Waze, Prezi, OK Cupid, Airbnb, KickStarter• homework assignments • the textbook readings on the class presentation topics, …

including eMarketing.. The Essential Guide to Online Marketing Rob Stokes and the Minds of Quirk

--available by chapter in pdf format free online

for exam– bring 1 page of notes (both sides) & a calculator

The next few slides give specific topics to review……

E-Commerce Textbook Chapters - to supplement our lectures & readings

Laudon Text :Ch1: History of EC-winners & losersCh2: EC Biz modelsCh4: EC website features & elementsCh7: EC Mktg Communications-Internet Advertising, display ads,

search engine ads, organic search, email mktg, social network ads, online mktg metrics, SEO

eMarketing online text.. The Essential Guide to Online Marketing-the chapterson email mktg, seo, sem

Guest Company Speakers:

Google Adwords (Michael Reeves), Social Media Mktg, Maya Grinberg, WildFire/Google

Linkedin-their business & Linkedin ads-Katerina & Will BookRenter- Sara Leoni

Important Topics to review

Market research, microsite, target markets, sales funnel, The Sales

Funnel—importance of metrics for mktg campaigns, Click though rate, conversion rate and CPA: cost per lead- or- cost

per order,value propositions, the long tail, engagements,… • EC websites-brochure ware vs online transaction sites. what’s the business, key elements: compelling calls to action,

email signups, active spaces, viral mktg, social networking.

• Types of Internet marketing to understand what they are and how they work:email mktg, SEO, paid search,Viral Mktg, online advertising, Linkedin Pages, Linkedin ads,facebook pages, facebook ads

Topics for exam next Monday

• The PerfectPlan Case study--an effective use of email mktg and a microsite to move target prospects through the sales funnel

• Viral Marketing --many ways to use online methods,

tools, media to get more reach to potential customers

• Big Retail gets online religion

for exam– bring 1 page of notes (both sides) & a calculator

Looking Ahead: weeks 5 – 6 – 7 – 8 Note: Monday Nov 5 is Exam

Week#4: Oct 8: GoogleAdords –search mktg: Michael Reeves Oct 10: Team #3 presented dotcom brief …and email mktg fundamentals Week #5 Oct 15 : Social Media Mktg: Maya GrinBerg, Wildfire/Google Oct 17: Team# 4 presents their dotcom brief and ..highlights of PerfectPlan Case Study Week#6:Oct 22: Team#5 presented KickStarter Big Retail gets EC–religion—after a slow start Oct 24: Linkedin guest speakersWeek#7: Oct 29: Bookrenter.com – Integrated mktg campaigns Oct 31: Viral Mktg and Exam study guide

Week#8: Monday Nov 5: EXAM Wed: Nov 7: Threats to e-Commerce

Week#10: Nov 26: Team Project presentations