Implementing Interactive Marketing Multichannel Marketing Management 6218
Implementing Interactive Marketing Multichannel Marketing Management 6218.
Dec 17, 2015
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Implementing Interactive Marketing
Multichannel Marketing Management
6218
CREATING CUSTOMER VALUE, RELATIONSHIPS, AND EXPERIENCES IN MARKETSPACE
CUSTOMER VALUE CREATION IN MARKETSPACE
Marketplace
Marketspace
• Form Utility
• Possession Utility
• Place & Time Utility
Trend in online shoppers in the U.S.
Trend in online retail sales revenue in the U.S.
CREATING CUSTOMER VALUE, RELATIONSHIPS, AND EXPERIENCES IN MARKETSPACE
INTERACTIVITY AND INDIVIDUALITY IN MARKETSPACE
Interactivity
Individuality
• Collaborative Filtering
Interactive Marketing
Choiceboard
M&Ms
CREATING CUSTOMER VALUE, RELATIONSHIPS, AND EXPERIENCES IN MARKETSPACE
INTERACTIVITY AND INDIVIDUALITY IN MARKETSPACE
Personalization
Permission Marketing
• Opt-Out
• Opt-In
21-7
Seven website design elements that drive customer experience
CREATING CUSTOMER VALUE, RELATIONSHIPS, AND EXPERIENCES IN MARKETSPACE
CREATING AN ONLINE EXPERIENCE
Customer Experience
• Content
• Context
Functional
Aesthetic
• Customization
CREATING CUSTOMER VALUE, RELATIONSHIPS, AND EXPERIENCES IN MARKETSPACE
CREATING AN ONLINE EXPERIENCE
• Communication
• Commerce
• Community
Customer Experience
• Connection
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)
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
GOING ONLINEAre You a Roving Node or a Drifting Surfer?
MARKETING MATTERSMeet Today’s Internet Mom
ONLINE CONSUMER BEHAVIOR ANDMARKETING PRACTICE IN MARKETSPACE
WHAT ONLINE CONSUMERS BUY
Product Information
Audio/Video Demos
Digital Items
Unique Items
Convenience Items
Standardized Items
Estimated percentage of online retail sales by product/service category: 2010 and 2015
Trend in online retail sales revenue in the U.S.
The Threat Threshold for Physical Retailers
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.
Why consumers shop and buy online
ONLINE CONSUMER BEHAVIOR ANDMARKETING PRACTICE IN MARKETSPACE
WHY CONSUMERS SHOP AND BUY ONLINE
Convenience
• Bots
• Offering Selection
Choice
• Choice Assistance
• Eight-Second Rule
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
ONLINE CONSUMER BEHAVIOR ANDMARKETING PRACTICE IN MARKETSPACE
WHY CONSUMERS SHOP AND BUY ONLINE
Communication
• Blog
• Spam
• CAN-SPAM Act
• Web Communities
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
ONLINE CONSUMER BEHAVIOR ANDMARKETING PRACTICE IN MARKETSPACE
WHY CONSUMERS SHOP AND BUY ONLINE
Cost
• Dynamic Pricing
• Cookies
Control
• Behavioral Targeting
MAKING RESPONSIBLE DECISIONSWho is Responsible for Internet Privacy and Security?
Truste
ONLINE CONSUMER BEHAVIOR ANDMARKETING PRACTICE IN MARKETSPACE
WHEN ONLINE CONSUMERS SHOP AND BUY
Monday - Friday
8:00 AM 5:00 PMto
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
CROSS-CHANNEL SHOPPERS AND MULTICHANNEL MARKETING
IMPLEMENTING MULTICHANNEL MARKETING
Transactional Websites
• Cannibalization
• Channel Conflict
Multichannel Marketing
CROSS-CHANNEL SHOPPERS AND MULTICHANNEL MARKETING
IMPLEMENTING MULTICHANNEL MARKETING
• Interactive Experiences
Promotional Websites
• Separate Websites forEach Brand
• Support TraditionalMarketing Channel
Implementing multichannel marketing with promotional websites
CROSS-CHANNEL SHOPPERS AND MULTICHANNEL MARKETING
IMPLEMENTING MULTICHANNEL MARKETING
IMC2 Brand Sustainability Map™
Search Engine Marketing
• Key Words
Search Engine Marketing
• Paid Search
• Structure of Websites
Search Engine Optimization
• Use of Trigger Words in Website Copy
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