E Marketing Week08

MKTG2032 / MKTG7037 E-Marketing

The Internet. Neither a truck nor a series of tubes

MKTG7037 / MKTG2032

E-marketingWeek 6

Course StructureWeek No Week beginning Topic(s)/Task(s)

1 19 February Chapter 3 Unique features of internet-based marketing

2 26 February Chapter 4 Consumer behaviour

3 5 March Chapter 5 Creating cybercommunities

4 12 March Chapter 6 Applications for business and non-business

5 19 March* Chapter 7 The internet in marketing strategy

6 26 March Chapter 8 The role of product in internet marketing

7 2 April Chapter 9 Promotion: the internet in the promotional mix

8 23 April Chapter 10 Promotion 2: the internet as a promotional medium

9 30 April Chapter 11 Pricing strategies

10 7 May Chapter 12 Distribution

11 14 May Chapter 13 Services marketing online

13 28 May Chapter 14 Relationship marketing

12 21 May Chapter 15 International marketing

Assessment Due Dates

Task Weighting Due• Essay Registration 01 March 16• Solo Assignment 20 March 26• Group-Optional Essay 29 May 21• Final Examination 30 June• Online Forum 20 During semester

Twitter Update

• http://rareedge.com/twitteroo/

• http://twitter.com/foxdrive

• Twitter In The News– Financial Times ran a front page article about Twitter

followed by – coverage from The New York Post, TIME Magazine,

Newsweek, The New York Times, MIT Technology Review, USA Today, and others.

• Twitter won the SxSW Web Award– http://2007.sxsw.com/interactive/web_awards/winners/

On unrelated OH WOW SHINY

• http://www.stikkit.com/

• Stikkit makes organizing your daily details as simple as jotting down a note or firing off email. Stikkit's "little yellow notes that think" talk to the productivity applications you already use, as well as to friends, coworkers and family, giving you a universal remote for your life.

MKTG2032 / MKTG7037 E-Marketing

The Internet. Neither a truck nor a series of tubes

The internet as a promotional medium

The Code Part of the Engine

• http://www.webmonkey.com/

• Design Principles– http://www.nngroup.com/

• Hire someone else to do it.

The Internet

• Features of Internet for promotion:– Multimedia capacity– 24-7 coverage– Audience selectivity and selective audiences– Global exposure– Interactivity– Production quality

Post Modern Consumption

• I, Pod

• Post-modern consumption– creation and negotiation of image, social role

and social meaning through the use, purchase, consumption, and now creation, of goods and services in the online environment

• (Patterson 1998)

Experiential marketing

• Interactivity– degree of give and take between the consumer and the

producer of the marketing message, and the extent to which the message adapts to the consumer.

• Connectivity– is the sense of one-to-one communication and the

feeling that the marketer is meeting the consumer’s needs on an individual basis.

• Creativity– is the recognition that the market has a wide range of

choice for content, ideas and experiences.

Design Consideration

• dominant value sought from web sites is the utility of the exchange.– Raman and Leckenby (1998)

• Why Simplicity Is Essential to Web Design– we don't pay for visiting a site with our money;

we pay for it with our time – Web sites are about the present, not the

future. – Browsing a site is essentially private behavior

• http://www.mpdailyfix.com/2007/04/why_simplicity_is_essential_to.html

System feasibility

• Economic feasibility– rewards and the costs of establishing a web site and its

perceived benefits

• Technical feasibility– capacity of the technology available to the organisation

and to the target market.

• Operational feasibility– Will the customer, staff, suppliers, management or other

targeted groups actually use the site?

• Organisational feasibility– integration of the web site into the company’s existing

operations.

Usefulness

• Functionality– the extent to which a site has the information,

systems and functions to do what it promises to do

• Usability– the extent to which a site can be operated

easily by the target group.• Subjectively pleasing• Ease of browsing• Ease of reading

Social acceptability

• Legal acceptability:– the legality of the product,

service or ideas being sold, promoted or displayed by the web site.

• Political acceptability– the degree to which the

product, service, good or idea is acceptable to the government or political parties of the target market’s home country.

• Economic acceptability:– directly related to economic

feasibility in that it considers economies of scale

– whether the product will reach enough users who have sufficient disposable income to purchase the product.

• Cultural acceptability– the degree to which the

web site integrates with the cultural beliefs of the target adopters.

Styles of web site design:Metatheory 102

• Strategic framework for site design

Source: Lu, M. & Yeung, W. 1998, ‘A framework for effective commercial Web application development’, Internet Research:Electronic Networking Applications and Policy,

vol. 8, no. 2, pp. 166–73.

Making the Net accessible

• Resolving access problems for web sites:

Making the Net accessible (contd)

Making the Net accessible (contd)

Source: Lilly, E. 200,‘ Creating accessible web sites: An introduction’, The Electronic Library, vol. 19, no. 6, pp. 397–404.

Designing web sites

• Darwinian Programming– Rampant adhocery– voodoo programming – personal experience

• Human factors research– Systematic and

scientific development– Eye tracking

• Written rules and printed protocol– adaptation of the rules

and protocols of printed media into web site design strategies.

• ‘I, web site’ – the web diary system

Construction styles

• Entertainment parks– designed primarily to entertain customers and users

with high levels of interactivity, contests and prizes.• http://www.ownyourc.com/

• Archives– providing historical information about the company, or a

service allowing access to historical exhibitions.• http://www.archive.org/index.php

• Exclusive sponsorships– sites are dedicated to the promotion of an exclusive

sponsorship event• Possibly needs rethinking / recategorisation

Construction styles

• Town halls– public forum for debate, discussion and online public

speaking

• Clubs– sites are dedicated to supporting and hosting

cybercommunities• room based environments• node level structures that facilitate chat and communication

• Gift shops– focus on providing giveaways, free offers and

downloadable software

Construction styles

• Freeway intersections– Portals, indexes and search engines

• Customer service centres– sites are established for the purpose of providing

aftersales support for customers, and updates or product use information.

• Journals and blogs– webjournal and a blog can be used for either technique,

and the distinction between them is for the sake of an arbitrary categorisation

Construction styles: Do they fit?

Web 2.0 Blogs

Entertainment parks

Archives

Exclusive sponsorships

Town halls

Clubs

Gift shops

Freeway intersections

Customer service centres

Journals and blogs

Design of home pages

• Advocacy pages– Promote the position on an issue

• Brand image pages– Promotional pages

• Comparative pages– head-to-head comparisons between products or brands

• Corporate pages– Corporate propaganda

• Direct response pages– interactive pages seeking immediate user feedback

Design of home pages

• Index pages– Front ends of the site

• Political pages– pursuit of support for votes, causes, candidates and

campaigns

• Public service pages– Support for worthy causes / distribution of socially beneficial

information

• Retail sales pages– home shopping channel of the Internet

• Blog pages– Encompasses the whole of the blog, rather than the individual posts

Does it fit?

Web 2.0 Blogs

Advocacy pages

Brand image pages

Comparative pages

Corporate pages

Direct response pages

Index pages

Political pages

Public service pages

Retail sales pages

Blog pages

Planning the web site

Source: McNaughton, R. B. 200, ‘A typology of web site objectives in high technology business markets’, Marketing Intelligence & Planning, vol. 19, no. 2, p. 86.

Six Ms of web site design

• Six-step plan for establishing and maintaining marketing sites:– Mission– Margin– Mechanics– Marketing mix– Maintenance– Metrics

Discussion Questions for the Board

• Outline the elements of Lu and Yeung’s (1998) framework. How well does this framework cover the strategic issues of web site design in the Web2.0 era?

• Where do internet services such as Twitter, Stikkit and Ning fit into the Construction styles typology? Do they fit at all?