e-commerce marketing and advertising concepts – Flashcards
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key features of the internet audience include
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users online, the intensity and scope of use, demographics and aspects, the type of internet connection and community effects
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Study of consumer behavior
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Attempts to explain what consumers purchase and where, when, how much, and why they buy
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Consumer behavior models
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Attempt to predict or explain wide range of consumer decisions, Based on background demographic factors and other intervening, more immediate variables
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Profiles of Online Consumers
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Consumers shop online primarily for convenience
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consumer decision process
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Awareness of need Search for more information Evaluation of alternatives Actual purchase decision Post-purchase contact with firm
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The Online Purchasing Decision
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Decision process similar for online and offline behavior + General online behavior model Clickstream behavior
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Big ticket items
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$1000 or more ( travel, electronics, computer hardware)
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small ticket items
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$100 or less (Apparel, books, office supplies, software, and so on)
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Two most important factors shaping decision to purchase online
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utility (Better prices, convenience, speed) and Trust ( Perception of credibility, ease of use, perceived risk)
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Multi-Channel Marketing Plan
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Web site Traditional online marketing (Search engine, display, e-mail, affiliate) Social marketing (Social networks, blogs, video, game) Mobile marketing (Mobile/tablet sites, apps) Offline marketing (Television, radio, newspapers)
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Website
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a major tool for establishing the initial relationship with the customer
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Traditional Online Marketing and Advertising Tools
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Search engine marketing and advertising Display ad marketing E-mail marketing Affiliate marketing Viral marketing Lead generation marketing Social, mobile, and local marketing and advertising
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Search engine marketing and advertising
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firms pay search engines for inclusion in the search engine index, receiving a guarantee that their firm will appear in the results of relevant searches
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Display ad marketing
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promotional messages that users can respond to by clicking on the banner and following the link to a product description or offering. (banner ads, rich media, video ads, sponsorships)
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E-mail marketing
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sends email directly to interested users, and has proven to be one of the most effective forms of marketing communications.
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Spam
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Unsolicited commercial e-mail
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Affiliate marketing
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involves a firm putting its logo or banner ad on another firms website from which users of that site can click through to the affiliate's site
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Viral marketing
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form of social marketing that involves getting customers to pass along a company's marketing message to friends, family and colleagues.
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Lead generation marketing
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uses multiply e-commerce presences to generate leads for businesses who later can be contracted and converted into customers
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Social Marketing and Advertising
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involves using the social graph to communicate brand images and directly promote sales of products and services (blog marketing and game marketing)
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Mobile Marketing and Advertising
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involves using display ads, search engine advertising, video ads and mobile messages on mobile devices such as smartphones and tablet computers, often using the geographic location of the user
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Customer retention strategies
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customer relationships include: Personalization and one-to-one marketing, interest based advertising, customization and customer co-production, customer service
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Customization
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changing the product
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Customer co-production
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customers help create products
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online pricing strategies
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include offering products and services for free, versioning, bundling, and dynamic pricing
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Price discrimination
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Selling products to different people and groups based on willingness to pay
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Versioning
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Creating multiple versions of product and selling essentially same product to different market segments at different prices
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Bundling
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Offers consumers two or more goods for one price
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Long-Tail Marketing
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Internet allows for sales of obscure products with little demand
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main technologies that support online marketing
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web transaction logs, tracking files, databases, datawarehouses, date mining, and profiling, CRM systems
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Tracking files
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Users browsing tracked as they move from site to site (cookies, flash cookies, beacons, apps)
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Databases, data warehouses, data mining and profiling
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technologies that allow marketers to identify exactly who the online customer is and what they want, and then to present the customer with exactly what they want, when they want it, for the right price.
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Database management system (DBMS)
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Software used to create, maintain, and access databases
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SQL (Structured Query Language)
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Industry-standard database query and manipulation language used in a relational database
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Relational database
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Represents data as two-dimensional tables with records organized in rows and attributes in columns; data within different tables can be flexibly related as long as the tables share a common data element
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data warehouse
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Collects firm's transactional and customer data in single location for offline analysis by marketers and site managers
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Data mining
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Analytical techniques to find patterns in data, model behavior of customers, develop customer profiles
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"Big data"
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Web traffic, e-mail, social media content
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CRM system
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a repository of customer information that records all of the contacts a customer has with a firm and generates a customer profile available to everyone in the firm who has a need to know the customer
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impressions
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the number of times an ad is served
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click-through rate
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the number of times an ad is clicked
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view-through rate
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the 30 day response rate to an ad
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hits
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the number of http requests received by a firm's server
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page views
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the number of pages viewed by visitors
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stickiness
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the average length of time visitors remain at a site
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unique visitors
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the number is distinct, unique visitors to a site
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loyalty
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the percentage of purchasers who return in a year
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reach
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the percentage of total customers in a market who will visit a site
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recency
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the average number of days elapsed between visits
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acquisition rate
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the percentage of visitors who indicate an interest in the site's product by registering or visiting product pages
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conversion rate
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the percentage of visitors who purchase something
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browse-to-buy ratio
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the ratio of items purchased to product views
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view-to-cart ratio
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the ratio of ''add to cart'' clicks to products views
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cart conversion rate
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the ratio of actual orders to add to cart clicks
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check out conversion rate
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the rate of actual orders to check outs started
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abandonment rate
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the percentage of shoppers who begin in shopping cart from, but then fail to complete the form
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retention rate
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the percentage of existing customers who continue to buy on a regular basis
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attrition rate
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the percentage of customers who purchase once, but do not return within a year
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open rate
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the percentage of customers who open the mail and are exposed to the message
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delivery rate
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the percentage of email recipients who received the email
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click-through rate (email)
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the percentage of email recipients who clicked through to the offer
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bounce-back-rate
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the percentage of emails that could not be delivered
