week 6 e-business tbm
TRANSCRIPT
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SlideShare Presentation
Michael Judd, Tim Hookey and Briana Daly
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Internet usage
• 60.9% of people spent more time on the internet more in 2005 than in 2004
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Brand Development vs Direct Response
Brand Development• Awareness• Familiarity• Positive Imagery• Transaction
(reminding customer of brands existence)
Direct response• Call to action• Convince customer to
take action
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Major Branding Concepts
• Personalization- customized to consumer e.g. greeting customers by name on a website
• Co-Creation of Content- user created content
• Purchase-Process Streamlining- saving options for a customer. E.g. saving a shopping cart for a customer if they don’t wish to complete transaction
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Major branding concepts (cont)
• Customization- allowing customers to customize there purchase to there needs and wants e.g. Nike website
• Dynamic-Pricing- having different prices to meet different market conditions at the same time
• Brand Community- group of like minded people
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Reinforcing brands
• Businesses are using media such as Films, comics and podcasts
• Interactive sites are also used to reinforce brands on the net
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Online Customer Acquisition Techniques
• Search engine marketing
• Online Advertising
• Email Promotions
• Portal deals
• Viral Marketing
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Offline Customer Acquisition Techniques
• Advertising- magazines etc
• Promotions- 2 for 1
• Events- trade shows etc
• Public relations
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Online Advertising Formats
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Ad-Serving
• The process of supplying advertising elements while a page is loading on a users browser. Ads are served by an advertising network and are placed on the basis of user profiles. (POP UP ADS)
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Targeting Online Ads
• Contextual Advertising- ads that are displayed based
on the content being viewed at the time
• Behavioral Advertising- advertising displayed on the
basis of anonymous internet user profiles
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