08. E-Commerce Marketing Mix – Collaborationcontents.kocw.net/document/2011-2-WKU-ECM-08.pdf · 2012-03-22 · 08. (Lecture) E -Commerce Marketing Mix – Collaboration • Importance

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08. (Contents) E-Commerce Marketing Mix – Collaboration

08. E-Commerce Marketing Mix – Collaboration

E-Commerce Marketing Mix – Collaboration

Contents

• Code: 166145-01 • Course: Electronic Commerce Marketing • Period: Autumn 2011 • Professor: Sangwon Lee, Ph.D.

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08. (Contents) E-Commerce Marketing Mix – Collaboration

Contents • 01. E-Commerce Waves • 02. E-Commerce Marketing • 03. E-Commerce Environments • 04. E-Commerce Consumer Behaviors • 05. E-Commerce Marketing Researches • 06. E-Commerce Marketing Goal • 07. Segmentation, Targeting, and Positioning • 08. E-Commerce Marketing Mix – Collaboration • 09. E-Commerce Marketing Mix – Contentware • 10. E-Commerce Marketing Mix – Commitment • 11. E-Commerce Marketing Mix – Communication • 12. E-Commerce Marketing Mix – Channel • 13. Website Establishment • 14. Integrated Marketing Strategy • 15. Internet Society and Law

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08. (Lecture) E-Commerce Marketing Mix – Collaboration

Lecture

• Code: 166145-01 • Course: Electronic Commerce Marketing • Period: Autumn 2011 • Professor: Sangwon Lee, Ph.D.

08. E-Commerce Marketing Mix – Collaboration

E-Commerce Marketing Mix – Collaboration

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08. (Lecture) E-Commerce Marketing Mix – Collaboration

01. Collaboration • Collaboration

• A method to deal with others or join together for mutual benefits among subjects on the network

• Based on interactivity

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08. (Lecture) E-Commerce Marketing Mix – Collaboration

• Importance • A customer on the internet is a partner. • New related concepts appear.

• Symbiotic marketing, linkage marketing, affiliate marketing, relationship marketing, …

• There could be a collaboration with even a competitor. • Cf. Coopetition = cooperation but competition • Ex. Covisint: an alliance company by GM, Ford, Chrysler, … for co-procurement

01. Collaboration

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08. (Lecture) E-Commerce Marketing Mix – Collaboration

• Types of Collaboration • B2C collaboration • B2B collaboration • C2C collaboration

B2C B2B C2C

01. Collaboration

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08. (Lecture) E-Commerce Marketing Mix – Collaboration

02. B2C Collaboration • B2C Collaboration

• Reciprocal actions between a company and a customer • A company provides a customer with customized information. • A customer provides a company with his/her information.

B2C

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08. (Lecture) E-Commerce Marketing Mix – Collaboration

• Importance of B2C Collaboration • Maintaining prolonged customer relationship

• Increasing efficiency of customer acquisition • Ex. Lifetime value

• Increasing customer participation • Decreasing cost of contentware production or marketing • Ex. Prosumer (= producer + consumer)

B2C

02. B2C Collaboration

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08. (Lecture) E-Commerce Marketing Mix – Collaboration

• An Example of B2C Collaboration • Dongyang Magic Corp. at www.magicmall.co.kr

Integrated Internet Marketing, Doohee Lee, Pakyoungsa

02. B2C Collaboration

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08. (Lecture) E-Commerce Marketing Mix – Collaboration

• An Example of B2C Collaboration • Coolsavings at www.coolsavings.com

02. B2C Collaboration

Integrated Internet Marketing, Doohee Lee, Pakyoungsa

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08. (Lecture) E-Commerce Marketing Mix – Collaboration

02. B2C Collaboration • B2C Collaboration Management

• B2C collaboration starts from understanding customers and providing them with contentwares that they need.

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08. (Lecture) E-Commerce Marketing Mix – Collaboration

02. B2C Collaboration • Methods of B2C Collaboration Management

• Personalization of contentware • Real-time recommendation of productions/services • Campaign management

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08. (Lecture) E-Commerce Marketing Mix – Collaboration

02. B2C Collaboration • Methods of B2C Collaboration Management

• Personalization of contentware • Providing what a customer likes and uses on the first page view. • It needs information about a customer. • Real competitive power comes from learning relationship between a company and a customer.

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08. (Lecture) E-Commerce Marketing Mix – Collaboration

02. B2C Collaboration • Methods of B2C Collaboration Management

• Personalization of contentware • Process of learning relationship

Process of Learning Relationship

Stage 1 • Understanding needs and tastes of a customer by

interactions and feedbacks

Stage 2 • Satisfying a customer by personalization of

product/service • Maintaining information of a customer

Stage 3 • Learning needs of a customer by continuous

interactions with a customer.

Stage 4 • Securing a customer from a competitor by

continuous satisfaction

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08. (Lecture) E-Commerce Marketing Mix – Collaboration

02. B2C Collaboration • Methods of B2C Collaboration Management

• Personalization of contentware • Methods of contentware personalization

• Rule-based filtering • Collaborative filtering • Learning agent

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08. (Lecture) E-Commerce Marketing Mix – Collaboration

02. B2C Collaboration • Methods of B2C Collaboration Management

• Real-time recommendation of productions/services • Recommending product/service that a customer prefer to a customer in real time.

• It improves a customer’s fondness for a company.

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08. (Lecture) E-Commerce Marketing Mix – Collaboration

02. B2C Collaboration • Methods of B2C Collaboration Management

• Real-time recommendation of productions/services • Methods of real-time recommendation

• Rule-based filtering • Collaborative filtering

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08. (Lecture) E-Commerce Marketing Mix – Collaboration

02. B2C Collaboration • Methods of B2C Collaboration Management

• Real-time recommendation of productions/services • An example of collaborative filtering at www.amazon.com

Integrated Internet Marketing, Doohee Lee, Pakyoungsa

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08. (Lecture) E-Commerce Marketing Mix – Collaboration

02. B2C Collaboration • Methods of B2C Collaboration Management

• Campaign management • Planning/fulfilling/managing a marketing campaign for a customer.

• It is easily performed online rather than offline.

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08. (Lecture) E-Commerce Marketing Mix – Collaboration

03. B2B Collaboration • B2B Collaboration

• Reciprocal actions between companies • A company exchanges information with other companies.

B2B

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08. (Lecture) E-Commerce Marketing Mix – Collaboration

03. B2B Collaboration • Importance of B2B Collaboration

• Sharing resources and risks • Easy to approach and secure a market by cooperation • Create a new value by synergy effect

B2B

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08. (Lecture) E-Commerce Marketing Mix – Collaboration

03. B2B Collaboration • Phenomena of B2B Collaboration

• Lively partnership among different industries as well as the same ones

• Sharing customers as well as transferring techniques • Partnership even with a competitor

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08. (Lecture) E-Commerce Marketing Mix – Collaboration

• An Example of B2B Collaboration • Shinmoorim Co. at www.moorim.co.kr • Hansol Co. at www.papermall.co.kr

03. B2B Collaboration

Integrated Internet Marketing, Doohee Lee, Pakyoungsa

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08. (Lecture) E-Commerce Marketing Mix – Collaboration

• B2B Collaboration Management • Commission-based programs • Bounty/flat-fee referral programs • Click-through programs • Cost-per-thousand impression programs • Customer sharing programs • Banner sharing • Cooperative buying/selling

03. B2B Collaboration

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08. (Lecture) E-Commerce Marketing Mix – Collaboration

• Effects of B2B Collaboration • Increasing marketing efficiency • Decreasing cost • Making synergy effect • Discovering new opportunities

03. B2B Collaboration

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08. (Lecture) E-Commerce Marketing Mix – Collaboration

04. C2C Collaboration • C2C Collaboration

• Reciprocal actions between customers • A customer exchanges information with other customers.

C2C

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08. (Lecture) E-Commerce Marketing Mix – Collaboration

04. C2C Collaboration • Importance of C2C Collaboration

• It improves profits or creating values by use of C2C collaboration • Establishing virtual communities • Establishing peer-to-peer environment

• It improves a customer’s fondness for a company. • Virtual culture plays a role of exit barrier.

C2C

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08. (Lecture) E-Commerce Marketing Mix – Collaboration

04. C2C Collaboration • C2C Collaboration Management

• Virtual community • Establishing virtual consumer communities • Establishing virtual company communities

• Peer-to-peer (P2P) • Sharing information • Supporting virtual communities

Virtual Communities Examples

Virtual Consumer Communities

Locations Seoul, New York, Paris, …

Demographics Parents, Children, …

Themes Politics, Music, …

Virtual Company Communities

Vertical Industries Agriculture, Bio, …

Functions Procurement, Logistics, Marketing, …

Locations Seoul, Iksan, …

Businesses Exporter, SME, …

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08. (Lecture) E-Commerce Marketing Mix – Collaboration

04. C2C Collaboration • An Example of C2C Collaboration

• Grugru P2P at www.guruguru.co.kr

Integrated Internet Marketing, Doohee Lee, Pakyoungsa