copyright © 2012 pearson education, inc. publishing as prentice hall 9-1 9 chapter nine digital...
TRANSCRIPT
Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall 9-1
9 Chapter Nine
Digital Marketing
Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall 9-2
• Companies shifting dollars to online communication• Changes consumer communications and interactions
with companies• Pushing to “real-time” communications• http://www.youtube.com/watch?v=3SuNx0UrnEo
Companies now employ individuals to monitor Twitter and social media sites
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E-Commerce• Click-only operations to bricks-and-clicks• B2C and B2B online commerce• Online sales 8 percent of retail activity• Search online for information
• May buy online• May buy in a retail store
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F I G U R E 9 . 1
E-Commerce Web Site Components
• Catalog• Product information• Product navigation
• Shopping cart• Save or wish basket
• Payment system• Easy, quick, convenient checkout
• Store locator• Customization functionality• Customer reviews or feedback options
9-5
E-Commerce Incentives
• Financial incentives• Convenience incentives• Value-based incentives
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CYBERBAIT
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F I G U R E 9 . 3Top U.S. Online Search Providers
Source: Adapted from “Top 10 U.S. Search Providers, Home & Work,” Nielsen Internet, https://en-us.nielsen.com/rankings/insights/rankings/internet, accessed February 22, 2010.
Google Search; 66.3%
Yahoo Search; 14.5%
MSN/Bing Search; 10.9%
AOL Search; 1.5%
Ask.com Search; 1.9% Others; 4.9%
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• Seller opportunism• Security issues• Privacy issues• Purchasing habits
F I G U R E 9 . 4
Reasons Consumers are Wary of Purchasing Online
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Interactive Marketing
• Two-way communication and involvement• Internet ideal medium• Can track activity• Personalize messages• Emphasizes two primary activities
• Targeting individuals• Engageing consumers
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F I G U R E 9 . 6
Interactive Marketing Objectives
Award
prize
s
Brand
ing
Build
loyalt
y
Build
list
Collec
t per
sona
l dat
a
Gen
erat
e lea
ds
Gen
erat
e sa
les
Offe
r inc
entiv
es
Drive
to W
eb s
ite
Gen
erat
e ad
dition
al lea
ds0.0%
10.0%
20.0%
30.0%
40.0%
50.0%
60.0%
70.0%
17.1%
58.9%53.2%
49.8%
27.0%
41.1%
55.1%
36.5%
54.4%
30.8%
Per
cent
of T
otal
Source: Based on Larry Jaffee, “Follow the Money,” Promo, 20, No. 11 (November 2007 Sourcebook), pp. 5-10.
Mobile Marketing
• Smartphones (43%)
• Ways people use• Social device• Search product
information• Method of shopping
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Figure 9.3Types of Mobile Marketing
• Display ads• Search ads• Video advertising• Text messages• In-app advtg• QR Codes• Geo-targeting
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F I G U R E 9 . 8
US Online Ad Spending by Format
Banners; 22.6%
Classified; 5.7%
Media/Video; 13.6%Search; 49.2%
Other; 8.9%
Source: Based on “Online Ad Spending Consolidates Among Search, Banners, Video,” eMarkter Digital Intelligence, February 3, 2012, www.smarketer.com/articles/print.aspx?R=1008815.
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Search Engine Optimization• Largest category of online expenditures• 80% of Web traffic begins with a search• Results of SEO
• Click rate 5% (0.2% for online ads)
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Online Social Networks
• 75% of Internet users participate in social media• Facebook• Twitter
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Blogs• Online musings• Power of online buzz
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Consumer-Generated Advertising
• Crowdsourcing• Goal is to create consumer buzz
• Consumer-generated ads• Created for television• YouTube• Viewed as more genuine• Contests for consumer-generated ads
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Consumer-GeneratedReviews
• Amazon.com – leader• Best Buy – online reviews of brands• Early adopters• Implications
• Negative reviews• Low-star ratings• Consistent quality products• Information for
• Marketing plans• Product modifications• Service strategies
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E-Mail• E-mail newsletters
• Build brand awareness• Drive Web traffic• Customers sign up for newsletters• Provide value• Free subscription• Tie-in with Web site
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Viral Marketing• Message passed from one consumer to another
• E-mail• Blogs
• Form of advocacy or word-of-mouth endorsement• Viral marketing messages
• Advertisements• Hyperlinked promotions• Online newsletters• Streaming videos• Games
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International Implications
• Shipping issues• Payment methods• Communication issues• Technology issues