助學(xué)實(shí)踐部文件大一電子商務(wù)第4章

Chapter4SellingtoConsumersOnline

22LearningObjectivesInthischapter,youwilllearn:Howfirmsuseproduct-basedandcustomer-basedmarketingstrategiesAboutcommunicatingwithdifferentmarketsegmentsToidentifycustomerrelationshipcharacteristicsAboutthecustomerrelationshiplifecycleHowcompaniesadvertiseontheWeb233LearningObjectives(cont’d.)Aboute-mailmarketingstrategiesAbouttechnology-enabledcustomerrelationshipmanagementHowtocreateandmaintainbrandsontheWebHowbusinessesusesocialmediainviralmarketingcampaignsAboutsearchenginepositioningtacticsanddomainnameselectionstrategies344WebMarketingStrategiesMarketingmixElementcombinationtoachievegoalsSellingandpromotingproductsandservicesMarketingstrategyMarketingmixwithelementsdefined455TheFourPsofMarketingProduct

PhysicalitemorservicesoldBrand:customers’productperceptionPriceAmountcustomerpaysforproductCustomervalue:customerbenefitsminustotalcostPromotionAnymeanstospreadwordaboutproduct56Place(distribution)NeedtohaveproductsorservicesavailableinmanydifferentlocationsGettingrightproductstotherightplacesatthebesttimetosellthemTheFourPsofMarketing(cont’d.)7FIGURE4-1ThefourPsofmarketingcontributetomarketingstrategy?CengageLearning2013Product-BasedMarketingStrategiesWebpresencemustintegratewithimageandbrandManagersoftenthinkintermsofproductsandservicessoldUsefulWebsitedesignwhencustomersuseproductcategoriesWebsiteexamples:HomeDepotandStaplesNotausefulWebsitedesignwhencustomerslooktofulfillaspecificneedDesignWebsitetomeetindividualcustomerneedsOfferalternativeshoppingpaths88Customer-BasedMarketingStrategiesWebsitestomeetvarioustypesofcustomers’specificneedsInitialstep:identifycustomergroupssharingcommoncharacteristicsMakesitemoreaccessibleandusefulforeachgroupCompaniesneedtotakeviewbeyondinternalperspectiveExample:universityWebsitestodayfocusdesignonneedsofstakeholders(currentstudents,prospectivestudents,parentsofstudents,potentialdonors,faculty)99Communicatingwith

DifferentMarketSegmentsCommunicationsmediaselectiontocarrymessagePhysicalworld UsesbuildingconstructionandfloorspacedesignOnlinefirmCommunicationsmediaselection:criticalNophysicalpresenceCustomercontactmadethroughimageprojectedthroughmediaandWebsiteOnlinefirmchallengeObtaincustomertrustwithnophysicalpresence1010Trust,Complexity,andMediaChoiceTheWebBroadintermediatestepBetweenmassmediaandpersonalcontactWebcommunicationoffers:AdvantagesofpersonalcontactsellingCostsavingsofmassmediaMassmediaadvertisingofferslowesttrustlevelStillusedsuccessfullybecausecostsspreadovermanypeople111112FIGURE4-2Trustinthreeinformationdisseminationmodels12?CengageLearning2013Trust,Complexity,andMediaChoice(cont’d.)ComplexitylevelinherentinproductandserviceImportantfactorinmediachoiceProductswithfewcharacteristicsandeasytounderstandPromoteswellwithmassmediaMassmedia:expensivetoproduceUsedprimarilyforshortmessagesHighlycomplexproductsandservicesPromotewellwithpersonalcontactCustomersmayaskquestions1313Trust,Complexity,andMediaChoice(cont’d.)WeboccupiesawidemiddlegroundOffersvariouselementsMassmediamessagingPersonalcontactinteractionAnythinginbetweenPeoplenowresistanttomassmediamessagesSuccessfulmassmediacampaignsRelyonpassivenatureofmediaconsumptionWebuserlikelytobeinanactivestateBettertouseatrust-basedmodelapproach1414Trust,Complexity,andMediaChoice(cont’d.)NewInternetcommunicationsmodalitiesforindividualsandcompaniesWeblogorblogWebsiteallowingpeopletopostthoughtsandinvitingotherstoaddcommentaryRetailersexperimentingwithblogsandsocialmediaasadjunctcommunicationmeansCompaniesusetheWebtoengageintwo-waycommunicationsresemblingahigh-trustpersonalcontactmodeofcommunication1515MarketSegmentationDividespotentialcustomerpoolintosegmentsDefinedindemographiccharacteristicstermsMicromarketingPracticeoftargetingverysmallmarketsegmentsHamperedbycostincreasesThreecategoriestoidentifymarketsegmentsGeographicsegmentationDemographicsegmentationPsychographicsegmentationTelevisionadvertisersuseallthreecategories1616Companiestryto:MatchadvertisingmessagestomarketsegmentsBuildsalesenvironmentforaproductorserviceCorrespondstomarketsegmenttryingtoreach17FIGURE4-3Televisionadvertisingmessagestailoredtoprogramaudience17MarketSegmentationontheWebWebopportunityPresentdifferentstoreenvironmentsonlineJuicyCouturesitetargetsyoung,fashion-consciousbuyersTalbotssitetargetsolder,moreestablishedbuyersLimitationsofphysicalretailstoresFlooranddisplayspaceMustconveyoneparticularmessageWebstoresSeparatevirtualspacesfordifferentmarketsegments1818OfferingCustomersa

ChoiceontheWebOne-to-onemarketingOfferingproducts,servicesmatchedtoneedsofaparticularcustomerExample:DellOffersseveraldifferentwaystodobusinessHomepagelinksforeachmajorcustomergroupSpecificproducts,productcategorieslinksavailableDellPremieraccountsHighlevelofcustomer-basedmarketsegmentation1919BeyondMarketSegmentation:CustomerBehaviorand

RelationshipIntensityRecapCompaniestargetsimilarcustomergroupsasmarketsegmentsOne-to-onemarketingChancetocreateindividuallyuniqueWebexperiencesNextstepUsetheWebtotargetspecificcustomersindifferentwaysatdifferenttimes2020SegmentationUsing

CustomerBehaviorSamepersonNeedsdifferentcombinationsofproductsandservicesDependingontheoccasionBehavioralsegmentationCreationofseparatecustomerexperiencesbasedonbehaviorOccasionsegmentationBehavioralsegmentationbasedonthingshappeningataspecifictimeoroccasion2121SegmentationUsing

CustomerBehavior(cont’d.)OnlineworldsingleWebsitedesignEasiertomeetneedsofdifferentbehavioralmodesCanincludeelementsappealingtodifferentbehavioralsegmentsUsage-basedmarketsegmentationCustomizingvisitorexperiencestomatchthesiteusagebehaviorpatternsofeachvisitorortypeofvisitorCategoriesofonlinebehaviorpatternsBrowsers,buyers,andshoppers2222SegmentationUsing

CustomerBehavior(cont’d.)BrowsersVisitorsjustsurfingorbrowsingWebsitemustoffersomethingtopiquevisitors’interestTriggerwordsPromptvisitortostayandinvestigateproductsorservicesHavelinkstositeexplanations,instructionsIncludeextracontentrelatedtoproduct,serviceLeadstofavorableimpression(bookmark)2323SegmentationUsing

CustomerBehavior(cont’d.)BuyersReadytomakeapurchaserightawayOfferdirectrouteintopurchasetransactionShoppingcart

PartoftheWebsiteKeepstrackofselecteditemsforpurchaseAutomatespurchasingprocessPageofferslinkbackintoshoppingareaPrimarygoal:getbuyertoshoppingcartasquicklyaspossible2424SegmentationUsing

CustomerBehavior(cont’d.)ShoppersMotivatedtobuyLookingformoreinformationbeforepurchaseOffercomparisontools,productreviews,andfeatureslistsPeopledonotretainbehavioralcategoriesfromonevisittothenextEvenforthesameWebsite2525SegmentationUsing

CustomerBehavior(cont’d.)AlternativemodelsMcKinsey&Company’ssixbehavior-basedcategoriesSimplifiers(convenience)Surfers(findinformation,explorenewideas,orshop)Bargainers(searchforgooddeals)Connectors(stayintouchwithotherpeople)Routiners(returntosamesitesoverandover)Sportsters(spendtimeonsports,entertainmentsites)Mustidentifygroupsandformulatewaysofgeneratingrevenue2626CustomerRelationshipIntensityandLife-CycleSegmentationOne-to-onemarketingandusage-basedsegmentationvalueStrengthencompanies’relationshipswithcustomersGoodcustomerexperiencesCreateintenseloyaltyfeelingTypicalfive-stagemodelofcustomerloyaltyFirstfourstagesshowincreaseinrelationshipintensityFifthstage(separation)Declineoccurs,relationshipterminates2727TouchpointsOnlineandofflinecustomercontactpointsTouchpointconsistencyGoalofprovidingsimilarlevelsandqualityofserviceatalltouchpointsFIGURE4-4Fivestagesofcustomerloyalty2828?CengageLearning2013CustomerRelationshipIntensityandLife-CycleSegmentation(cont’d.)CharacteristicsofthefivestagesAwarenessCustomersrecognizecompanyname,productExplorationCustomerslearnmoreaboutcompany,productsFamiliarityCustomershavecompletedseveraltransactionsCustomersawareofreturnsandcreditspoliciesCustomersawareofpricingflexibilityCustomersjustaslikelytoshopcompetitors2929CustomerRelationshipIntensityandLife-CycleSegmentation(cont’d.)Characteristicsofthefivestages(cont’d.)CommitmentCustomerexperienceshighlysatisfactoryencountersCustomerdevelopsfierceloyaltyorstrongpreferenceSeparationConditionsthatmaderelationshipvaluablechangePartiesenterseparationstageLife-cyclesegmentationCustomerlifecycle(thefivestages)Usingstagestocreatecustomergroupsineachstage3030Acquisition,Conversion,and

RetentionofCustomersGoalAttractnewvisitorstoaWebsiteAcquisitioncostTotalamountofmoneysitespendsdrawingonevisitortositeConversionConvertfirst-timevisitorintoacustomerConversioncostTotalamountofmoneysitespendstoinduceonevisitortomakeapurchase,signupforasubscription,orregisterMayexceedprofitearnedonaveragesale3131Acquisition,Conversion,andRetentionofCustomers(cont’d.)RetainedcustomersReturnoneormoretimesaftermakingfirstpurchasesRetentioncostsCostsofinducingcustomerstoreturnandbuyagainImportanceofmeasuringthesecostsIndicatessuccessfuladvertising,promotionstrategiesMoreprecisethanclassifyingintofiveloyaltystages3232CustomerAcquisition,Conversion,andRetention:TheFunnelModelFunnelmodelConceptualtoolProvidesunderstandingofoverallnatureofmarketingstrategyClearstructureforevaluatingspecificstrategyelementsVerysimilartocustomerlife-cyclemodelLessabstractBetteratshowingeffectivenessoftwoormorespecificstrategiesProvidesgoodanalogy:largenumberofprospectswithfewerandfewerconvertedtoloyalpatrons333334FIGURE4-5Funnelmodelofcustomeracquisition,conversion,andretention34?CengageLearning2013Funnelmodel:toolforconceptualizingandevaluatingalternativestrategiesAdvertisingontheWebEffectiveadvertisinginvolvescommunicationFive-stagecustomerloyaltymodelhelpfulincreatingadvertisingmessagesAwarenessstageAdvertisingmessageshouldinformExplorationstageMessageshouldexplainhowproduct,serviceworksEncourageswitchingbrands3535AdvertisingontheWeb(cont’d.)Five-stagecustomerloyaltymodel(cont’d.)FamiliaritystageMessageshouldbepersuasive,convincecustomertobuyCommitmentstageCustomersentremindermessagesSeparationstageCustomernottargetedOnlineadvertisingAlwayscoordinatewithexistingadvertisingefforts3636BannerAdsBannerad

SmallrectangularobjectwithstationaryormovinggraphicIncludeshyperlinktoadvertiser’sWebsiteVersatile:informativeandpersuasivefunctionsAttention-grabbingbanneradsUseanimatedGIFsandrichmediaobjectsCreatedusingShockwave,Java,FlashInteractivemarketingunit(IMU)adformatsVoluntarystandardbannersizesUniversaladpackage(UAP)3737BannerAds(cont’d.)Leaderboardad

DesignedtospanWebpagetoporbottomSkyscraperad

DesignedtobeplacedonWebpagesideRemainsvisibleasuserscrollsthroughpageAdvertisingagenciesCreatebanneradsforonlineclientsPricerange:$100tomorethan$5000Companiescanmaketheirownbannerads3838BannerAds(cont’d.)BanneradplacementUseabannerexchangenetworkCoordinatesadsharingFindWebsitesappealingtocompany’smarketsegmentsPaysitestocarryadUseabanneradvertisingnetworkActsasbrokerbetweenadvertisersandWebsitesthatcarryads3939BannerAds(cont’d.)NewstrategiesforbanneradsBanneradswereanoveltyinitiallyLostabilitytoattractattentionSolutionsIntroduceanimatedGIFswithmovingelementsCreateadsdisplayingrichmediaeffects(movieclips)Addinteractiveeffects(Javaprograms):respondtouser’sclickwithsomeactionCreateadsactinglikeminivideogameCreateadsappearingtobedialogboxes404041FIGURE4-6Disguisedbannerads41?CengageLearning2013TextAdsShortpromotionalmessageNographicelementsUsuallyplacedalongWebpagetoporrightsideDeceptivelysimplebutveryeffectiveExample:GoogleInitiallycriticizedforincludingunobtrusiveadsonitspagesNowclearlylabelsadstopreventconfusionInlinetextadTextinstoriesdisplayedashyperlinks4242OtherWebAdFormatsPop-upadAppearsinitsownwindowWhenuseropensorclosesWebpageConsideredtobeextremelyannoyingMustclickclosebutton(small)inwindowofadPop-behindadPop-upadfollowedbyaquickcommandReturnsfocustooriginalbrowserwindowAppearswhenbrowserisclosedAd-blockingsoftwarePreventsbanneradsandpop-upadsfromloading4343OtherWebAdFormats(cont’d.)InterstitialadUserclickslinktoloadpageInterstitialadopensinitsownbrowserwindowInsteadofpageuserintendedtoloadManycloseautomaticallyOthersrequireusertoclickabuttonRichmediaads(activeads)Generategraphicalactivitythat“floats”overtheWebpageitselfExample:30secondadbeforetelevisionshow4444MobileDeviceAdvertisingTremendoususagegrowthformobiledevicesconnectedtoInternetSomemobilesoftwareapplications(mobileapps)includeadvertisingelementMessagesdisplayedfromadvertisersPartoftheappscreenorinaseparatescreenMobileapps’advertisingspacemarketedinsamewayasWebsites’banneradvertising45SiteSponsorshipsWebsitesofferadvertisersopportunitytosponsorall(orparts)oftheirsitesMoresubtleGoalssimilartosportingeventsponsors,televisionprogramsponsorsTiecompany(product)nametoanevent(setofinformation)EthicalconcernsraisedIfsponsorisallowedtocreatecontentorweaveadvertisingmessageintosite’scontent4646OnlineAdvertisingCostandEffectivenessCompanieswantWebsitestomakefavorableimpressiononpotentialcustomersRaisesissueofmeasuringWebsiteeffectivenessCostperthousand(CPM)formassmediaadvertising“M”fromRomannumeralfor“thousand”Dollaramountpaidforeverythousandpeopleintheestimatedaudience4747OnlineAdvertisingCostandEffectiveness(cont’d.)MeasuringWebaudiences(complicated)Web’sinteractivityValueofvisitortoanadvertiserDependsoninformationsitegathersfromvisitorVisitOccurswhenvisitorrequestsapagefromWebsiteTrialvisitFirsttimeaparticularvisitorloadsWebsitepageRepeatvisitsSubsequentpageloads4848OnlineAdvertisingCostandEffectiveness(cont’d.)PageviewEachpageloadedbyavisitorAdviewOccursifpagecontainsanadImpressionEachtimebanneradloadsClick(click-through)Actionwherebyavisitorclicksbanneradtoopenadvertiser’spage494950FIGURE4-7CPMratesfor

advertisinginvariousmedia50OnlineAdvertisingCostandEffectiveness(cont’d.)NewmetricstoevaluateadvertisingyieldesMeasurenumberofnewvisitorswhobuyfirsttimeafterarrivingatsiteBywayofclick-throughCalculateadvertisingcostofacquiringonecustomerontheWebComparetohowmuchitcoststoacquireonecustomerthroughtraditionalchannels5151EffectivenessofOnlineAdvertisingOnlineadvertisingeffectivenessRemainsdifficulttomeasureMajorproblemLackofsingleindustrystandardmeasuringserviceSolution(2004)SetofmediameasurementguidelinesUsedbyallonlineadvertisersProducecomparableadviewnumbersDifficultiesremainSitevisitorschangeWebsurfingbehaviors,habits5252Effectivenessof

OnlineAdvertising(cont’d.)OnlineadvertisingasoneelementinmarketingstrategyUsevarietyofmediatoreachpotentialcustomersOnlineadvertisingdevelopments,eMarketer,OnlinePublishersAssociationOnlineadvertisingmuchmoreeffectiveusingmarketsegmentation5353E-MailMarketingCanbeapowerfulelementofadvertisingstrategyUsedtoannouncenewproductsorfeaturesUsedtoannouncesalesonexistingproductsUnsolicitedCommercialE-mail(UCE,Spam)ElectronicjunkmailWastestime,diskspace,andconsumeslargeamountsofInternetcapacityKeyelementObtaincustomers’approvalsPriortosendingmarketingorpromotionale-mail5454PermissionMarketingConversionratePercentageofrecipientsrespondingtoanadorpromotionRangesfrom10percenttomorethan30percentonrequestede-mailmessagesOpt-ine-mail

Practiceofsendinge-mailmessagestopeoplewhorequestinformationPartofmarketingstrategy:permissionmarketing5555PermissionMarketing(cont’d.)Opt-ine-mail(cont’d.)MoresuccessfulthanmassmediageneralpromotionalmessageMakesbetteruseofcustomer’stimeReturnPathoffersopt-ine-mailservicesProvidese-mailaddressestoadvertisersRatesvarydependingontypeandpriceoftheproductMinimumofabout$1toamaximumof25–30percentofthesellingpriceoftheproduct5656CombiningContentandAdvertisingUsingarticles,newsstoriesofinteresttospecificmarketsegmentsIncreasesacceptanceofe-mailAdvertiserssendcontentby:Usinghyperlinksinsertedintoe-mailmessagesTakescustomerstoadvertiser’sWebsitecontentEasiertoinducecustomertostayonthesiteandconsidermakingpurchasesCoordinationacrossmediaoutletsImportantelementinanymarketingstrategy5757OutsourcingE-MailProcessingNumberofcustomersoptingintoinformation-ladene-mailsMayoutgrowcapacityofaninformationtechnologystaffSolutionCompanymayuseane-mailprocessingserviceprovider5858Technology-EnabledCustomerRelationshipManagementClickstream:theinformationgatheredaboutvisitorsTechnology-enabledrelationshipmanagementFirmobtainsinformationoncustomerbehaviortoSetprices,negotiateterms,tailorpromotions,addproductfeatures,customizecustomerrelationshipAlsoknownas:Customerrelationshipmanagement(CRM)Technology-enabledcustomerrelationshipmanagementElectroniccustomerrelationshipmanagement(eCRM)595960FIGURE4-8Technology-enabledrelationshipmanagementandtraditionalcustomerrelationships60CRMasaSourceofValuein

theMarketspaceMarketspaceCommerceintheinformationworldValuecreationrequiresdifferentprocessesFirmsuseinformationtocreatenewvalueforcustomersTrackandexamineWebsitevisitorbehaviorUseinformationtoprovidecustomized,value-addeddigitalproductsandservicesEarlyCRMeffortsfailedOverlycomplex6161CRMasaSourceofValuein

theMarketspace(cont’d.)CurrentCRMeffortsmoresuccessfulLimitdatacollectiontokeyfactsRelevanttosalespeopleandcustomersCustomertouchpointAnyoccurrenceofcontactbetweencustomerandanycompanypointDatawarehouse(largedatabase)Containsmultiplesourcesofinformationaboutcustomers,theirpreferences,theirbehavior6262CRMasaSourceofValueintheMarketspace(cont’d.)Datamining(analyticalprocessing)TechniquethatexaminesstoredinformationLooksforunknown,unsuspectedpatternsinthedataStatisticalmodelingTechniquethattestsCRManalysts’theoriesaboutrelationshipsamongcustomerandsalesdataelements636364FIGURE4-9ElementsofatypicalCRMsystem64?CengageLearning2013CreatingandMaintainingBrandsontheWebBrandedproductsEasiertoadvertiseandpromoteEachproductcarriesreputationofthebrandnameValueoftrustedmajorbrandsFarexceedscostofcreatingthem6565ElementsofBrandingThreekeybrandelementsProductdifferentiationClearlydistinguishproductfromallothersRelevanceDegreetowhichproductoffersutilitytocustomerPerceivedvalue(keyelement)CustomerperceivesavalueinbuyingproductBrandscanlosetheirvalueEnvironmentchanges666667FIGURE4-10Elementsofabrand67EmotionalBrandingvs.

RationalBrandingEmotionalappealsWorkwellifadtargetsinpassivemodeofinformationacceptanceTelevision,radio,billboards,printmediaDifficulttoconveyonWebActivemediumcontrolledbycustomerRationalbrandingOffertohelpWebusersinsomewayInexchangeforviewinganadReliesoncognitiveappealofspecifichelpoffered6868AffiliateMarketingStrategiesAffiliatemarketingOnefirm’sWebsite(affiliatesite)Includesdescriptions,reviews,ratings,otherinformationaboutaproductlinkedtoanotherfirm’ssite(offersitemforsale)AffiliatesitereceivescommissionForeveryvisitorfollowinglinkfromaffiliate’ssitetoseller’ssiteAffiliatesavesexpensesHandlinginventory,advertisingandpromotingproduct,transactionprocessing6969AffiliateMarketingStrategies(cont’d.)CausemarketingAffiliatemarketingprogrambenefitingcharitableorganizationVisitorclicksonlink(onaffiliate’sWebpage)DonationmadebyasponsoringcompanyPageloadsaftervisitorclicksdonationlinkCarriesadvertisingforsponsoringcompaniesHigherclick-throughratesthantypicalbannerad

click-throughrates7070AffiliateMarketingStrategies(cont’d.)AffiliatecommissionsPay-per-clickmodelAffiliateearnscommissionEachtimesitevisitorclickslink,loadstheseller’spagePay-per-conversionmodelAffiliateearnsacommissionEachtimesitevisitorconvertedfromvisitorintoqualifiedprospectorcustomer7171AffiliateMarketingStrategies(cont’d.)Affiliatecommissions(cont’d.)Affiliateprogrambroker(clearinghouseormarketplace)SitesrunningaffiliateprogramsSiteswantingtoeaffiliates7272ViralMarketingStrategiesViralmarketing

ReliesonexistingcustomersTellotherpeople(prospectivecustomers)aboutproductsorserviceUseindividualcustomerstospreadthewordaboutacompanyExample:BlueMountainArtsElectronicgreetingcardsE-mailmessagesthatincludelinktogreetingcardsiteSocialmediasitesbeingutilizedKeytoviralmarketing:postoften,butnottoooften737374FIGURE4-11Viralmarketingthroughsocialmedia?CengageLearning2013SearchEnginePositioningand

DomainNamesWaysthatpotentialcustomersfindWebsitesReferredbyfriendClickalinkonareferringWebsiteReferredbyaffiliatemarketingpartnerSeesite’sURLinprintadvertisement,televisionArriveunintentionallyaftermistypingsimilarURLUseasearchengineordirectoryWebsite7575SearchEnginesandWebDirectoriesSearchengineWebsitethathelpspeoplefindthingsontheWebSearchenginemajorpartsSpider(crawler,robot,bot)ProgramthatautomaticallysearchesWebtofindpotentiallyinterestingWebpagesforpeopleIndex(database)StorageelementofsearchengineSearchutilityTakesterms,findsmatchingWebpageentriesinindex7676SearchEnginesandWebDirectories(cont’d.)WebdirectoriesProvideclassifiedhierarchicallistsofcategoriesSearchenginerankingWeightingoffactorsSearchenginesusefactorstodecidewhichURLsappearfirstonsearchesforaparticularsearchtermSearchenginepositioning(searchengineoptimization,searchengineplacement)ThecombinedartandscienceofhavingaparticularURLlistednearthetopofsearchengine7777PaidSearchEngineInclusionandPlacementPaidplacement(sponsorship,searchtermsponsorship)OffergoodadplacementonsearchresultspageForapriceBuybanneradspaceatthetopofsearchresultspagesthatincludecertaintermsSearchenginepositioning:complexsubjectSpendingononlineadvertisingG