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Interactive MarketingInteractive Marketing Video EbayVideo Ebay BreakBreak SimulationSimulation To Do’s for next weeks classTo Do’s for next weeks class Time to work in GroupsTime to work in Groups
Understand what interactive marketing Understand what interactive marketing is and how it creates customer value, is and how it creates customer value, customer relationships, and customer customer relationships, and customer experiences in the new marketplace.experiences in the new marketplace.
Identify the online consumer, their Identify the online consumer, their profiles, and their purchasing profiles, and their purchasing behaviours.behaviours.
Recognize why certain types of Recognize why certain types of products and services are particularly products and services are particularly suited for interactive marketing.suited for interactive marketing.
Distinguish between multiple channels Distinguish between multiple channels and multi-channel marketing in reaching and multi-channel marketing in reaching online customers.online customers.
Understand the differences between Understand the differences between transactional Websites and promotional transactional Websites and promotional Websites in multichannel marketing.Websites in multichannel marketing.
Customer Value Creation in Market-spaceCustomer Value Creation in Market-space Interactivity, Individuality, and Customer Interactivity, Individuality, and Customer
Relationships in MarketspaceRelationships in Marketspace eCRMeCRM Interactive marketingInteractive marketing
2. The consumer-initiated practice of generating content on a marketer’s Website that is customer tailored to an individual’s specific needs and preferences is called _____________.personalizationpersonalization
3. Companies produce a customer experience through what seven Website design elements?
A: The seven design elements are A: The seven design elements are context, content, community, context, content, community, customization, communication, customization, communication, connection, and commerce.connection, and commerce.
Online SegmentsOnline Segments The largest online consumer lifestyle segment, called The largest online consumer lifestyle segment, called clclick-and-mortarick-and-mortar, ,
consists of female homemakers who tend to browse retailer Websites consists of female homemakers who tend to browse retailer Websites but actually buy products in traditional retail outlets. They make up 23 but actually buy products in traditional retail outlets. They make up 23 percent of online consumers and represent an important segment for percent of online consumers and represent an important segment for multichannel retailers that also feature catalogue and store operations, multichannel retailers that also feature catalogue and store operations, such as J. Crew and JCPenney. such as J. Crew and JCPenney.
Twenty percent of online consumers are Twenty percent of online consumers are hunter-gatherershunter-gatherers——married married baby boomers with children at home who use the Internet like a baby boomers with children at home who use the Internet like a consumer magazine to compare products and prices. They can be consumer magazine to compare products and prices. They can be found visiting comparison shopping Websites such as found visiting comparison shopping Websites such as Dealcatcher.com and Mysimon.com on a regular basis.Dealcatcher.com and Mysimon.com on a regular basis.
Nineteen percent of online consumers are Nineteen percent of online consumers are brand loyalistsbrand loyalists who regularly who regularly visit their favourite bookmarked Websites and spend the most money visit their favourite bookmarked Websites and spend the most money online. They are better-educated and more-affluent Internet/Web users online. They are better-educated and more-affluent Internet/Web users who effortlessly navigate familiar and trusted Websites and enjoy the who effortlessly navigate familiar and trusted Websites and enjoy the online browsing and buying experience.. online browsing and buying experience..
Online Segments Con’tOnline Segments Con’t Next there are Next there are time-sensitive materialiststime-sensitive materialists who regard the Internet as a who regard the Internet as a
convenience tool for buying music, books, and compute software and convenience tool for buying music, books, and compute software and electronics. They account for 17 percent of online consumers and c be electronics. They account for 17 percent of online consumers and c be found visiting Amazon.com, Dell.com, Sony.com, and BMG.com found visiting Amazon.com, Dell.com, Sony.com, and BMG.com
The The hooka onlinehooka online, and single , and single segment consists of young, affluent, and segment consists of young, affluent, and single online consume! who bank, play games, and spend more time single online consume! who bank, play games, and spend more time online than any other segment a documented in the accompanying online than any other segment a documented in the accompanying Web Link. They make up 16 percent of online consumers, enjoy Web Link. They make up 16 percent of online consumers, enjoy auction Websites such as eBay, and visit game Websites lil iWon.com, auction Websites such as eBay, and visit game Websites lil iWon.com, ea.com, and games.yahoo.com.ea.com, and games.yahoo.com.
Five percent of online consumers are the Five percent of online consumers are the ebivalent newbies—ebivalent newbies—newcomersnewcomers to the Internet who rarely spend money online, bii seek to the Internet who rarely spend money online, bii seek product information. product information.
What Online Consumers BuyWhat Online Consumers Buy What have you purchased online?What have you purchased online? What would you not purchase and why?What would you not purchase and why?
ONLINE CONSUMER BEHAVIOUR ONLINE CONSUMER BEHAVIOUR AND MARKETING PRACTICE IN AND MARKETING PRACTICE IN
Why Consumers Shop and Buy Online (cont)Why Consumers Shop and Buy Online (cont)– CostCost
Dynamic pricingDynamic pricing
– Control Control Portals 80% regularly use portals and search enginesPortals 80% regularly use portals and search engines Google.com yahoo.ca canoe.ca Google.com yahoo.ca canoe.ca Cookies Advantages and Disadvantages?Cookies Advantages and Disadvantages? SPAM SPAM Permission based marketingPermission based marketing
ONLINE CONSUMER BEHAVIOUR ONLINE CONSUMER BEHAVIOUR AND MARKETING PRACTICE IN AND MARKETING PRACTICE IN
A: Customers will abandon their efforts to enter and navigate a A: Customers will abandon their efforts to enter and navigate a Website if download time exceeds eight seconds.Website if download time exceeds eight seconds.
2. Which online consumer lifestyle segment spends the most money online and which spends the most time online?
A: Brand loyalists spend the most A: Brand loyalists spend the most money online. The hooked, money online. The hooked, online, and single segment online, and single segment spends the most time online.spends the most time online.
3. What are the six reasons consumers prefer to shop and buy online?
A: The six reasons are A: The six reasons are convenience, cost, choice, convenience, cost, choice, customization, communication, customization, communication, and control.and control.