Transcript elc 310 day 22

ELC 310
Day 22
Agenda
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Questions?
Assignment 3 Corrected
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2 A’s, 1 B and 1 non-submit
Two major assignments Left
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Case study analysis of an existing case
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Creation of a case study
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Last week of the semester
Case Study Proposals Due Nov 23
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Choice of Case?
Less than one page on the company you will be writing a case study on and
where you will be getting the research.
No class meeting on this day
Use the time to get your case studies started and to read the 8 cases in the
book
Today we will be in the text ebusiness.marketing
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Friday, Nov 20 Chap 3 & 4
Chapter Three
The Value Bubble
Overview
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Five Elements of the Value Bubble
Applying the Value Bubble
Attracting (Building Traffic)
Engaging (Building Loyalty)
Retaining (Strengthening the Relationship)
Learning (Building the Database)
Relating (Data-Driven Interactions)
Business-to-Business Value Bubble Adaptations
McKinsey Model
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A model for Marketing On-line
Originated in mid-1990s
Updated through ongoing research
Three opportunities in original model
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lower cost of providing services
relationship building
redefine channel intermediation
Five Steps
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Attract
Engage
Retain
Learn
Relate
Extension from Learn: GIST (chapter 14)
Most companies falter in last 2 steps
Figure One
Attract (Building Traffic)
Attract Stakeholder to Site or Storefront
piggyback marketing
(all points of contact)
build it they will come misconception
consistent branding
(online and offline)
“Formula to Attract”
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Offline
Online
PR Buzz
Traditional Stores
Links
Microsegmentation
Involvement
Technology Attraction
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Flash
Graphics
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Jakob Nielsen’s work
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dancing baloney
Useability
http://www.useit.com/
BI component
Figure Two
Engage--Building Loyalty
Engage Stakeholders
most sites lose here
content & visual criteria
unique interaction
(value-added)
Engage Strategies
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Form and Substance
BI
“One voice”
EC--the sale
Client side/server side
Beginnings of CRM
Figure Three
Retain--Strengthening the Relationship
Retain Stakeholders
(Repeat Vis it s and
Building Loy alty)
hidden expense
database
integration
re-f res h, re-f resh
s w itching costs
online s erv ic e
quality
Retaining Strategies
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Repeat Visits--site is the firm
E-Service Quality Model
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Purchase
Loyalty
WoM
Web features and attributes
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e-service quality dimension
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Core Service
Recovery
CLV precision
Cookies
Figure Four
Learn--Building the Database
Learn about Stakeholders
unprecedented
intelligent marketing
for personalization
or customization
segmentation
sources
(online "footprint")
Learning Strategies
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Integrated databases
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offline and online
Log files
Clickstreams
GIST model
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Gather
Infer
Segment
Track
Figure Five
Relate--Data-driven Interactions
Relat e t o S takeholders
great est contribut ion
custom ize t he
int eract ion
segment ati on
int eract ivit y
(at tribut e of com muni cati on)
Relating Strategies
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Segments of one
Privacy (the paradox)
Targeted communication
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emails
Competitive edge
Business-to-Business
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Financial advisors’ study
Adoption rate by web site features
Different motivation (“buying criteria”)
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extrinsic
SCM, ERP leading to CRM
more obvious than B2C
Organic solidarity
Chapter Four
Communication
Research
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Web Site Storyboarding
Objectives
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The Communication Process Model
The Adapted Communication Model for E-Business
Marketing
Message Research Model
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PACT Principle 1
PACT Principle 2
PACT Principle 3
PACT Principle 4
PACT Principle 5
PACT Principle 6
PACT Principle 7
PACT Principle 8
Communication Process
(one way - two way)
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Sender
Encoding
Message
Media
Receiver
Decoding
Response
Noise
Feedback
Comparison between
the offline and online
process
Types of Communication
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Personal
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Non-Personal
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Face to face
High interactivity
Broadcast, print
Little to no interactivity
Hybrid
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Internet
Receiver controls level of interactivity
Involvement
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Role in the Communication Process
High, Low and No involvement
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Think feel do
Think do feel
Do think feel
Web is Low
Prefinished Formats tested
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Storyboards
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Animatics
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photographs
Ripamatics
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Frames or cells
Photomatics
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drawings
Existing commercials reedited
Livematics
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Condensed version of the actual commercial
Commercials can be tested in animatic
form
Message Research
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Communication Process + Involvement
Need to measure effectiveness
Using EyeTracking to test ads
Positioning Advertising Copytesting
(PACT)
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PACT 1: measure communication objectives
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Broader in the online environment
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PACT 2: agreement on the use of research
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Similar in online environment (marketing, IT,
research, web design)
PACT 3: Multiple measurements
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and interpret
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Positioning Advertising Copytesting
(PACT)
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PACT 4: Response to hierarchical models
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PACT 5: Number of exposures
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electronic environment is low involvement
understanding the critical factors
investment decision
importance of the attract phase
PACT 6: Effective form to test
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storyboarding
issues of self-reporting
Positioning Advertising Copytesting
(PACT)
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PACT 7: Use a “true” environment
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PACT 8: Test with a target audience
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Nielsen’s useability
provide an exit
Mountain Sobek or Patagonia versus Amazon
microsegments to nano-segments
cultural preferences/differences
PACT 9: Reliable and valid
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PACT 6, 7, and 8 effects
Positioning Advertising Copy (PACT)
Testing Principles
1. Provide measurements relevant to objectives of advertising
2. Require agreement on how results will be used before each test
3. Provide multiple measures (Single measures aren't adequate)
4. Be based on a model of human response to communications
5. Consider multiple versus single exposure to the stimulus
6. Require alternative executions to have the same degree of finish
7. Provide controls to avoid the biasing effects of exposure context
8. Take into account basic considerations of sample definition
9. Demonstrate reliability and validity
StoryBoarding
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Online methodology
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address all PACT principles
Review & discussion
of process on page 60
Case Study Analysis
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Methodology
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Critical analysis
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Format
Grading
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Individual Case
Collective over all cases
Student and Instructor
Rubric
Author’s PowerPoints available
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Need work