Transcript Slide 1

Internet Marketing
and Web Design
Marketing Stream
ESCEM, Poitiers – September 22-26, 2003
Guest Professors:
Marty Huisman <Markety> Tom Leuchtner <InMentors>
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Internet Marketing - Poitiers 2003
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Session 9:
Business Plan Presentations,
Workshop
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Internet Marketing - Poitiers 2003
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End Session 9:
Business Plan Presentations,
Workshop
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The (online) purchasing process
Identified need
How should my site
support the customer
in this process?
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Internet Marketing - Poitiers 2003
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Session 10:
Website Evaluation
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Internet Marketing - Poitiers 2003
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End Session 10:
Website Evaluation
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Internet Marketing - Poitiers 2003
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Session 11:
Website Prototype Workshop
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End Session 11:
Website Prototype Workshop
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Competing Against the Net
Retailer Responses to the eCommerce Challenge
• Selective price discounts
– Bricks and mortar merchants can offer discounts for products
that can also be bought online
• Concentrating attention on late adopters of technology
– Some consumers have a lot of fear, uncertainty and doubt
about the online shopping experience
– This slows their defection to new online outlets
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Competing Against the Net
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Undifferentiated
•
Pine and Gilmore stress that the
economy is evolving toward
experienced-based value
Retailers function less as sellers
of products than as stagers of
events
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Stage Experiences
Competitive Position
Creating and staging
experiences
Differentiated
Retailer Responses to the E-Commerce Challenge
Deliver Services
Make Goods
Extract Commodities
Internet Marketing - Poitiers 2003
Market
Pricing
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Premium
Competing Against the Net
Retailer Responses to the E-Commerce Challenge:
‘Clicks and Mortar’
Adopt the Internet to create a hybrid system
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Bricks and mortar retailers can move certain parts of their retailing function online
Physical locations often a superior way to
– Acquire customers
– Set up customer relationships
– Create a strong retail brand image
The online presence
– Drives business to the physical locations
– Provides 24/7 convenience for loyal customers
– Adds new functionality – gift registries and shopping services
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Bargaining Power Determines
Who Bears Risk
•
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Powerful sites shift risk to advertisers
and demand sponsorships
Powerful advertisers demand
accountability and negotiate for prospect
fees of a share of transaction revenue
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The Many Ways to Pay Online
Possible Payment Approaches
Paid
Traffic
Sponsorship
Impressions
Leads
Co-Brand
L1 - Time
L2 - Impressions
Visits
Downloads
Buyers
Users
L3 - Results
L4 - Expenditure
Figure 5.8
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Payment Mechanisms
Which Company Bears the Risk?
Sponsorship
Fixed Payment
Banner Ads
Impressions
Prospect Fees
Click Through
Sales Commissions
Purchase
Risk Increases for the Web Site Being Paid
•
•
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Sponsorship least risky: fixed payment
Banner Ads: payment depends on impressions
Prospect Fees & Sales Commissions: depend on success of site and
advertiser
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In Groups you will:
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•
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Create basic business plan
Determine focus of business
Target strategy with web
Define objectives for internet/web presence
Define web project initiative
– Who what when where how
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Session 12:
Website Building Workshop
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End Session 12:
Website Building Workshop
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