implementing interactive marketing multichannel marketing management 6218
TRANSCRIPT
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Implementing Interactive Marketing
Multichannel Marketing Management
6218
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CREATING CUSTOMER VALUE, RELATIONSHIPS, AND EXPERIENCES IN MARKETSPACE
CUSTOMER VALUE CREATION IN MARKETSPACE
Marketplace
Marketspace
• Form Utility
• Possession Utility
• Place & Time Utility
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Trend in online shoppers in the U.S.
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Trend in online retail sales revenue in the U.S.
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CREATING CUSTOMER VALUE, RELATIONSHIPS, AND EXPERIENCES IN MARKETSPACE
INTERACTIVITY AND INDIVIDUALITY IN MARKETSPACE
Interactivity
Individuality
• Collaborative Filtering
Interactive Marketing
Choiceboard
M&Ms
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CREATING CUSTOMER VALUE, RELATIONSHIPS, AND EXPERIENCES IN MARKETSPACE
INTERACTIVITY AND INDIVIDUALITY IN MARKETSPACE
Personalization
Permission Marketing
• Opt-Out
• Opt-In
21-7
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Seven website design elements that drive customer experience
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CREATING CUSTOMER VALUE, RELATIONSHIPS, AND EXPERIENCES IN MARKETSPACE
CREATING AN ONLINE EXPERIENCE
Customer Experience
• Content
• Context
Functional
Aesthetic
• Customization
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CREATING CUSTOMER VALUE, RELATIONSHIPS, AND EXPERIENCES IN MARKETSPACE
CREATING AN ONLINE EXPERIENCE
• Communication
• Commerce
• Community
Customer Experience
• Connection
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USING MARKETING DASHBOARDSSizing Up Site Stickiness at
Sewell Automotive Companies
Average Time Spent per Unique Monthly Visitor
= ×
Average TimeSpent per
Unique MonthlyVisitor (minutes)
Average Visits per Unique
Monthly Visitor
Average TimeSpent per
Visit (minutes)
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ONLINE CONSUMER BEHAVIOR ANDMARKETING PRACTICE IN MARKETSPACE
WHO IS THE ONLINE CONSUMER?
Online Consumers
Online Consumer Lifestyle Segmentation
• Click-and-Mortar
• Hunter-Gatherers
• Brand Loyalists
• Time-Sensitive Materialists
• Hooked, Online, and Single
• Ebivalent Newbies
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GOING ONLINEAre You a Roving Node or a Drifting Surfer?
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MARKETING MATTERSMeet Today’s Internet Mom
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ONLINE CONSUMER BEHAVIOR ANDMARKETING PRACTICE IN MARKETSPACE
WHAT ONLINE CONSUMERS BUY
Product Information
Audio/Video Demos
Digital Items
Unique Items
Convenience Items
Standardized Items
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Estimated percentage of online retail sales by product/service category: 2010 and 2015
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Trend in online retail sales revenue in the U.S.
The Threat Threshold for Physical Retailers
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How Fast is Your Industry Moving Online?
Harvard Business Review December 2011
Scale:5 = High1 = Low
Online competition increases as online
prices, selection, convenience and customer trust
improve.
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Why consumers shop and buy online
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ONLINE CONSUMER BEHAVIOR ANDMARKETING PRACTICE IN MARKETSPACE
WHY CONSUMERS SHOP AND BUY ONLINE
Convenience
• Bots
• Offering Selection
Choice
• Choice Assistance
• Eight-Second Rule
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ONLINE CONSUMER BEHAVIOR ANDMARKETING PRACTICE IN MARKETSPACE
WHY CONSUMERS SHOP AND BUY ONLINE
Communication
• Chat Rooms, Messaging, Social Networks
Customization
• Customerization
• Marketer-to-Consumer E-mails
• Consumer-to-Marketer Requests
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ONLINE CONSUMER BEHAVIOR ANDMARKETING PRACTICE IN MARKETSPACE
WHY CONSUMERS SHOP AND BUY ONLINE
Communication
• Blog
• Spam
• CAN-SPAM Act
• Web Communities
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ONLINE CONSUMER BEHAVIOR ANDMARKETING PRACTICE IN MARKETSPACE
WHY CONSUMERS SHOP AND BUY ONLINE
Communication
• Buzz
• Viral Marketing
Embed a Message
Create Compelling Content
Offer Incentives
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ONLINE CONSUMER BEHAVIOR ANDMARKETING PRACTICE IN MARKETSPACE
WHY CONSUMERS SHOP AND BUY ONLINE
Cost
• Dynamic Pricing
• Cookies
Control
• Behavioral Targeting
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MAKING RESPONSIBLE DECISIONSWho is Responsible for Internet Privacy and Security?
Truste
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ONLINE CONSUMER BEHAVIOR ANDMARKETING PRACTICE IN MARKETSPACE
WHEN ONLINE CONSUMERS SHOP AND BUY
Monday - Friday
8:00 AM 5:00 PMto
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CROSS-CHANNEL SHOPPERS AND MULTICHANNEL MARKETING
WHO IS THE CROSS-CHANNEL SHOPPER?
Cross-Channel Shopper
• Compare Products Among Retailers
• Obtain Information Not in Stores
• Reduce Trips to Multiple Retail Locations
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CROSS-CHANNEL SHOPPERS AND MULTICHANNEL MARKETING
IMPLEMENTING MULTICHANNEL MARKETING
Transactional Websites
• Cannibalization
• Channel Conflict
Multichannel Marketing
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CROSS-CHANNEL SHOPPERS AND MULTICHANNEL MARKETING
IMPLEMENTING MULTICHANNEL MARKETING
• Interactive Experiences
Promotional Websites
• Separate Websites forEach Brand
• Support TraditionalMarketing Channel
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Implementing multichannel marketing with promotional websites
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CROSS-CHANNEL SHOPPERS AND MULTICHANNEL MARKETING
IMPLEMENTING MULTICHANNEL MARKETING
IMC2 Brand Sustainability Map™
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Search Engine Marketing
• Key Words
Search Engine Marketing
• Paid Search
• Structure of Websites
Search Engine Optimization
• Use of Trigger Words in Website Copy