© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin IMPLEMENTING INTERACTIVE AND MULTICHANNEL MARKETING
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© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
IMPLEMENTING INTERACTIVE AND
MULTICHANNEL MARKETING
© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
10-year trend in Internet/Web users and online 10-year trend in Internet/Web users and online retail sales revenue in the United Statesretail sales revenue in the United States
© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
• Customer Value Creation in Market-space
• Interactivity, Individuality, and Customer Relationships in Marketspace• Choiceboard
Collaborative filtering
• Personalization Permission marketing
CREATING CUSTOMER VALUE, RELATIONSHIPS, AND EXPERIENCES
IN THE NEW MARKETSPACE
© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
• Creating an Online Customer Experience
CREATING CUSTOMER VALUE, RELATIONSHIPS, AND EXPERIENCES
IN THE NEW MARKETSPACE
© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Website design elements that drive customer Website design elements that drive customer experienceexperience
© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
• The Online Consumer• Profiling the Online Consumer
ONLINE CONSUMER BEHAVIOR AND MARKETING PRACTICE IN
MARKETSPACE
© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Internet web access at home among U.S. Internet web access at home among U.S. householdshouseholds
© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Online consumer sales by product/service Online consumer sales by product/service category: 2001 and 2005category: 2001 and 2005
© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Why consumers shop and buy onlineWhy consumers shop and buy online
© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
• Why Consumers Shop and Buy Online • Convenience
Bots Eight-second rule
• Choice
• Customization Customerization
ONLINE CONSUMER BEHAVIOR AND MARKETING PRACTICE IN
MARKETSPACE
© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
• Why Consumers Shop and Buy Online • Communication
Web communities Spam Viral marketing
ONLINE CONSUMER BEHAVIOR AND MARKETING PRACTICE IN
MARKETSPACE
© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
• Why Consumers Shop and Buy Online • Cost
Dynamic pricing
• Control Portals Cookies
ONLINE CONSUMER BEHAVIOR AND MARKETING PRACTICE IN
MARKETSPACE
© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
• Integrating and Leveraging Multiple Channels with Multichannel Marketing
• Implementing Multichannel Marketing• Multichannel Marketing with Transactional
Websites
• Multichannel Marketing with Promotional Websites
MULTICHANNEL MARKETING TO THE ONLINE CONSUMER
© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
JC Penney CustomersThe multichannel marketing mutiplier
© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Implementing multichannel marketing with Implementing multichannel marketing with promotional websitespromotional websites
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