Transcript case study 3

2016/4/4
Chapter 4
Marketing on the Web
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4.1 Web Marketing Strategies

Four Ps of marketing:
Product
Price
Promotion
Place
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4.1 Web Marketing Strategies
2016/4/4
Product-Based Marketing Strategies
 Customer-Based Marketing Strategies

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4.1.1 Product-Based Marketing
Strategies

Business is selling products and services.
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4.1.2 Customer-Based Marketing
Strategies

Identify groups of customers who share common
characteristics.
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4.2 Trust and Media Choice
First:
Identify Customer;
Second:
Selection of Communication media
Mass Media
The Web
Trust
Personal Contact
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4.2 Trust and Media Choice
People are likely ignore or feel tired about the
mass media.
 Remote control of TV.
 In a passive state of mind, evaluate messages
 In contrast, web users are far more likely in that
mind.
 Blog etc. (Web 2.0)

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4.3 Communicating with Different
Market Segments
Market Segmentation
 Market Segmentation on the Web
 Offering Customers a Choice on the Web

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4.3.1 Market Segmentation
Geographic segmentation
 Demographic segmentation
 Psychographic segmentation

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4.3.2 Market Segmentation on the Web
Present different store environments online.
 Allow customer create their own stores.
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4.3.3 offering customers a choice on the
Web
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4.4 Beyond Market Segmentation: Customer
Behavior and Relationship Intensity
Behavioral segmentation: the creation of
separate experiences for customers based on
their behavior.
 Usage-based market segmentation:
customizing visitor experiences to match the site
usage behavior patterns of each visitor or type of
visitor.

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4.4 Beyond Market Segmentation: Customer
Behavior and Relationship Intensity
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4.4 Beyond Market Segmentation: Customer
Behavior and Relationship Intensity
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4.4 Beyond Market Segmentation: Customer
Behavior and Relationship Intensity

WEB MINING (Web 挖掘)
数据挖掘 （Data Mining)
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4.4.1 Segmentation Using Customer
Behavior
Customer behavior may in different ways at
different times.
 Behavioral segmentation. (occasion segmentation)

Browser
Buyer
Shopper
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•考虑他们如何去产生收益是一个好方法来思考电子商务。
P107第一句。
P107 ….模式。。。 和免费模式。 收费模式； 参差不齐；
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P147 第6点： 了解管理这家公司的人事组织。
•获得总体的信息关于公司或组织。 P147 第五点， 第六点。
•保单。 P147 第3点。
（英语翻译， 前后倒装)
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P151 第三点： 夸张的市场报告； （膨胀的?）（通货膨胀的)
P151 第七点： 导航控件。
P151第八点： 测试可见度被监听在很小的范围。？？？， 航
海标志控制；航行管制；文本知名度较小；
P151 第九点： 削弱访问者的视觉；削弱色盲的浏览者的视力；
P151 第十点：通过各种类型的站点带领可用的试验来可能给使用
者导航。
性能实用性测试由站点用户驾驭通过几个站点的版本。
避免使用专业术语，游客可能不明白。
做网站时要为游客着想。
由潜在网站用户对网站的几个版本的浏览来进行可用性测试。
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4.4.1 Segmentation Using Customer
Behavior
Simplifiers
 Surfers
 Bargainers
 Connectors
 Routiners
 Sportsters
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4.4.2 Customer Relationship Intensity
and Life-Cycle Segmentation
Awareness
 Exploration
 Familiarity
 Commitment
 Separation
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4.4.3 Acquisition, Conversion, and
Retention of Customers
Acquisition cost.
 Conversion cost.
 Retention cost.

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4.4.4 Customer Acquisition, Conversion,
and Retention: The Funnel Model
•The wider the bottom of the funnel, the better the strategy:
That means: The more prospects are going to be
converted into loyal customers.
The funnel model can be used in planning marketing strategies by
comparing the projected results shown in the diagram with the
results for alternative strategies shown in separate diagrams.
漏斗模型可以被用来通过比较在流程图里显示的预计结果和在不
同流程图里显示其他策略的结果的区别来进行营销策略的计划。
同流程图里显示其他策略的结果来进行营销策略的计划。
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4.5 Advertising on the Web
Awareness: new product ( improvement product);
 Exploration: encourage switching to that brand.
 Familiarity: purchase specific products or receive
salespersons calls.
 Commitment: reminder messages.
 Separation: N/A

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4.5.1 Banner Ads
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4.5.1 Banner Ads in three different ways.
Use a banner exchange network.
 Place on the websites that appeal to one of the
company’s market segments and pay them.
 Use a banner advertising network.
 Web 2.0 concept. (Adsense ).
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Measuring Banner Ad Cost and
Effectiveness
Measuring mass media: measured by estimates
of audience size, etc. (收视率). CPM= cost per
thousand.
 Measuring web audiences:

Trial visit
 repeat visits
 page view
 ad view
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Four Ways to Increase Banner Ad
Effectiveness
1.
2.
3.
4.
Introduce animated GIFs with moving elements.
Display rich media effects, such as movie clips.
Create banner ads that appear to be dialog
boxes.
Design Skycraper ad
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4.5.2 Other Web Ad Formats
Pop-up ads
 Pop-behind ads
 Interstitial ads
 Rich media ads/active ads
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A banner ad in MSN, Yahoo costs $ 500,000 per
day
Business Week
 Mouse focus.
 Brainwaves ( eye moves ).
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4.5.3 Site Sponsorships
Bwin (online gambling)
Milan
Motorola ，pepsi 
The Back Dorm Boys
Acer  Jing Lei Xu’s blog
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4.5.4 Effectiveness of Online Advertising

Properly targeted. using E-mail advertising.
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4.6 E-Mail Marketing

A key element is to obtain customers’ approvals
before sending them any e-mail that includes a
marketing or promotional message.
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4.6.1 Permission Marketing
Conversion rate. Percentage of recipients who
respond to an ad or promotion.
 Conversion rates
/
click-through rates
 Send e-mails to responded recipients.
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4.6.2 Combining Content and
Advertising
Combine content with e-mail. (hyperlinks in email, interested messages.
 Coordinate across media outlets.
 Consistent with e-mail ad, press releases, media
ads, etc.
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4.6.3 Outsourcing E-Mail Processing
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外包电子邮件处理业务
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4.7 Technology-Enabled Customer
Relationship Management
Clickstream.
 Technology-enabled relationship management
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4.7.1 CRM as a Source of Value in the
Marketspace
Value chain model.
 How information be a source of value?
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Track and examine the behaviors of visitors, and
use that information to provide customized,
value-added digital products and services in the
marketspace.
Find information easily  customize information
 encourage the customer to buy.
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4.8 Creating and Maintaining Brands on
the Web
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4.8.1 Elements of Branding
Differentiation.
 Relevance.
 Perceived value.
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4.8.2 Emotional Branding vs. Rational
Branding
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Emotional branding  traditional media 
passive mode customers.
Rational branding  web media  active mode
customers
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4.8.3 Brand Leveraging Strategies
Google:
Search engine.
E-mail.
gmail
Instant Messenger.
gmail
Maps.
googlemap
Video
(youtube).
online office
(word, excel.calendar).
Photo management.
picasa
Input methods.
Adsence.
Google checkout.
Online banking.
Android
mobile.
Opensource projects.
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Alibaba.
Alibaba.com
Taobao
Alimama.
Alipay.
Yahoo! China
Alisoft
口碑网
B to B
C to C
Paid commercial ads
Online payment.
Search engine, Portal.
online software.(ERP etc).
点评美食，商家，品牌等。
web 2.0
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4.8.4 Brand Consolidation Strategies
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4.8.5 Costs of Branding
$8 m a year for maintaining the brand. (top 100
e-commerce sites).
 Most of costs are for television, radio, print media.
 Company’s URL should be included on product
packaging and in mass media advertising on
traditional ads.
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4.8.6 Affiliate marketing Strategies
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4.8.7 Virtual Marketing Strategies
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4.9 Search Engine Positioning and
Domain Names
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4.9.1 Search Engines and Web
Directories
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4.9.2 Paid Search Engine Inclusion and
Placement
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4.9.3 Web Site Naming Issues
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4.10 Summary
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