Transcript The internet and B2B marketing

The internet and B2B marketing
Ch 17 of
De Pelsmacker et al (2001)
Marketing Communications
The uses of cyberspace
Angehrn 1997
Virtual Information Space
Web pages
Product info
Price
Availability
Virtual Transaction Space
E-commerce
Orders
Payments
Virtual Communication Space
Advertising
Email
Message boards
Virtual Distribution Space
Downloads
File transfers
Fulfillment
Order-tracking
Search engine marketing
• Keyword analysis –Search Engine Optimisation
– what words do potential customers use?
– optimise the site design to ensure high listing
• Paid placement
• Pay per click
– bidding against competitors for highest listing
• Domain names choice
see www.webgravity.co.uk
Now more than 1/3 of online marketing budgets MarketingSherpa 2005
Web site design
www.insites.be in Pelsmacker
• Content productivity
– relevant, up-to-date, meeting needs
• Browse efficiency
– ease of navigation
• Design efficiency
– interpreted and understood correctly
• Exchange level
– interactivity
• Emotional attractiveness
– entertainment value
– speaks our language
Relationships on-line
• Communication
– information
– dialogue
• Differentiation
– exclusive content and services for subscribers
• Personalisation
– using cookies to recognise and personalise
• Reward
On-line communities
e.g.user forum, message board
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Customer to customer communication
added value for the website user
Viral marketing
feedback
PR vehicle not an advertising medium
Effects on the value chain
• Disintermediation
or re-intermediation
• Depersonalisation
or customisation
• Commoditisation
or value-added
differentiation
or customer contact
management
• Customer control of
contact and content