Ecommerce Chapter 6

Consumer behavior model

predict or explain wide range of consumer decisions

based on demographic and other factor

What is included in Indepedent demographic variable

Cultural

Social

Psychological

What is intervening variables

Brand

Marketing communications Stimuli

Firm Capabilities

Consumer Decision Process

Awareness-Need Recognition

Search

Evaluation of Alternatives

Purchase

Post-Purchase Behavior- Loyalty

Clickstream behavior

Number of days since last visit

number of product viewed during last visit

number of pages viewed

ClickStream Marketing

Developed dynamically as customer use internet

What stops from online purchases

58% shipping cost

49% want to touch and feel

34% have to wait for delivery

Big ticket

1000$ or more

• Confident in purchasing costier item

Small ticket item

100 or less

How most shpper find online vendor

• Highly intentional, goal oriented

• Seach Engineer

• Marketplaces

  • Direct to retail sales

Why is internet marketing better than traditional

• More personalized

• More Peer to peer

  • More communal

Multi-Channel Marketing Plan

Website

Traditional Online Marketing

Social Marketing

Mobile Marketing

Offline Marketing

Traditional online marketing

Search Engine

Display

Email

Affiliate

What is social marketing

Social Networks

Blog

Video Game

What is mobile marketing

App

Mobile/tab sites

What is online marketing

TV,Radio,Newspaper

Web Function

Establish Brand identify and customer expectation

Anchor brand online

Inform and educate customer

Shape Customer experience

Search engine marketing

use of search engine for branding

search engine advertising

use of search engine to support direct sales

search engine optimization

Get yourself higher in search results

What are issues with Search engine optimization

Link Farms

Content Farms

Click Fraud

Link Farms

Website linking to each other to boost google result

Content Farms

Clickbait content site with ads

Click Fraud

Competitor click on your ad over and over to run up bill

What are type of search engine advertising

Paid Inclusion

Content advertising

Keyword advertising

Pay per click search ads

Display AD marketing options

Banner ADS

Rich Media ADS

Interestitials-intermediate pages

Video ads=pre roll videos

Sponsership

Native AD

Direct Email Marketing

Message sent directly to interested users

What are benefit of Direct Email marketing plan

Inexpensive

Average around 3% to 4% click-throughs

Measuring and tracking responses

Personalization and targeting of messages and offers

What are challenges of Direct Email Marketing

Fuzzy Definition

Anti-spam software

Poorly targeted purchased email list

Spam

Unsolcited commercial email

Originate from BOT networks

Affiliate Marketing

Commission fee paid to other website for sending customer to their website

Viral Marketing

Market designed to inspire customer to pass message to others

Lead Generation Marketing

Service/tools for collecting,managing and converting leads

Social Marketing/Advertising

Fastest growing type of online marketing

Enormous audience of social networks

Blog Marketing

Educated,higher- income audience

Game Marketing

Large Audeince for social and mobile games

Used for branding and driving customer to purchase moment at restaurant and retails store

Local Marketing

Gear to user geographic location

Advertiser expected to spend aorund 72$ billion on online local ads

What are common Local marketing tools

Geotargeting with google maps

Display ads in hyperlocal publications

Daily deals

Coupons

Multi Channel Marketing

Integration of online and offline marketing

Increasing percentage of American media consumers use several media at once

Reinforce branding message across media

Most effective multi-channel campaigns use consistent imagery across media

Pricing

Integral part of marketing strategy

• based on

  • fixed cost

  • variable cost

  • demand curve

Pricing discrimination

Selling product to differnet people and group based on willingness to pay

Freemium

Used to build awareness or get user hooked

Free service but get a premium for full features

Versioning price strategies

Creating multiple version of product and selling essential same product to differnet market segment at different prices

Bundling price strategies

Offer consumer two or more good for one price

Dynamic Pricing

Auctions

Yield Management

Surge Pricing

Flash marketing

Internet marketing on Impact on marketing

Broader scope of marketing communications

Richer marketing communications

More information intensive market place

Always on mobile environment expanding marketing opportunities

Web transaction logs

Built into web server software

Record user activity at website

Provide markeitng data

Tracking Files

User browsing racked as they move site to site

What are different types of tracking files

Cookies

Flash Cookies

Beacons

Apps

Big Data

Web traffic ,email,social media content

Marketing analytics

Software that analyze data at each stage of customer conversion process

• Awareness

• Engagement

• Interaction

• Purchase

  • Loyalty and post purchase