E-business - 3

Internet Marketing / E-CRM

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

Most Web advertising uses banner ads

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 Pop-up ad:

An ad that appears before, after, or during Internet surfing or when reading e-mail

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

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

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

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 click-

through 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 analysisClickstream 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

Allows companies to gather and access information about customers’ buying histories, preferences, complaints and other data, so they can better anticipate customer wants.

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: 91-11-26864848,:91-11-26866968

E-mail: info@skylinecollege.com

Website: www.skylinecollege.com