Transcript Materi Kuliah - Binus Repository

Matakuliah
Tahun
: STRATEGI & PEMASARAN E-BISNIS
: 2009
KOMUNIKASI INTERAKTIF (2)
Pertemuan 18
SUMBER
• Coupey, Eloise. 2001. Marketing and The Internet (Bab
12). Conceptual Foundations. Prentice Hall..
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A Resource for Communication
• A unique medium
• A context for content
– Distinction between information and vehicle that conveys it
– Distinction between context/vehicle and infrastructure that
conveys it
• A context with multiple vehicles
– Forms of marketing communications
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Characterizing Communication
• Components
– Source
– Message
– Receiver
• Processes
– Encoding (by source)
– Decoding (by receiver)
• Component x process interactions
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Parsing the Internet
• Marketing communication as a noun
– A noun is a thing
• E.g., a message and its form
• A “Download Netscape 128.0 Now!!!! Button
• Marketing communication as a verb
– A verb is an act
• E.g., the process of sharing information
• Interactivity between source and receiver
• Interactivity between receiver and content
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Source and Receiver Interactivity
• Size of the targeted audience
– Broadcast
• One-to-many
• E.g., TV and radio
– Narrowcast
• One-to-some (focused)
• E.g., Cable channels, protected servers
– Pointcast
• One-to-one
• E.g., Direct mail, e-mail
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Source and Content Interactivity
• Role of user control over message
– User preferences
– Computing constraints
• User as active participant
– Pull (selectivity) vs. push of traditional media
• All forms (broad, narrow, point) can be pushed with the Internet
• Internet enables pull, too
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Effects of Interactivity on Content
• Use communication to match product to needs
– Individualized offering = personalization
– Differently driven by push and pull
• Pull is user-initiated
• Push is marketer-initiated
– The difference may affect the quality of personalization
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Marketing Mix Implications
• Communication and Product Strategy
– Mass customization with communication
– Two requirements
• Receiver-content interactivity
• Modularization
– Customization characteristics
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A continuum (mass production to personalization)
Processes of customization
Forms of customization
Relation to personalization
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Communication and Price Strategy
• From static to dynamic pricing
– Limits to fixed price models
• Better for low differentiation, low elasticity
• Internet ==> price trans.==> price sensitivity
• The Internet and alternative models
– Real-time pricing: fun w/supply & demand
– Role of infomediaries
• Auctions
• Companies as price-setting middlemen
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Communication and Distribution
• Internet as point-of-sale
• Decision making for online channel
– Central role of exchanging information
– Possible scenarios
• Destination sites
– Fully-fledged channel (all aspects managed via online
communication)
• Micro-sites
– In-depth brand information, externally hosted
• Other uses of marketing communications
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Communication and Promotion
• Advertising is a big deal ($4.62B, 1999)
• Two forms: text-based, multimedia
– Email = text-based
– Multimedia = web-based
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Banners
Buttons
Interstitials
Banners rule
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Ad Type Popularity
11%
2%
4%
Banners
Sponsorships
Interstitial
56%
27%
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Email
Other
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All About Ads…
• Pricing models for online ads
– CPM
– Click-through
– Flat-fee
• What’s it worth: ROAI
• # of impressions purchased * avg. click-through rate * avg.
customer turnover (visitors to customers) * avg. net profit/sale =
expected return.
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Other Forms of Promotion
• Sales promotions
– Short-term incentives
– Coupons, contests
• Public relations
– Corporate and brand image
– All unpaid-for exposure
• Site content
• Events (e.g., Rosie’s kids on eBay)
• Personal selling
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Issues for Perspectives
• For marketers
– How to track effect of communications?
• Site-centric
• Consumer-centric
• For consumers
– Medium effects on search, choice, memory
• For Policy Makers
– User control and spam
– Local legislation and global reach
• For Technologists
– Remembering preferences, adaptive customization
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Question & Discussion?
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