Transcript OHT 6.2 Questions for marketers

OHT 6.1
Learning objectives
• Assess the relevance of the concepts of relationship,
direct and database marketing marketing on the
Internet;
• evaluate the potential of the Internet to support oneto-one marketing and the range of techniques and
systems available to support dialogue with the
customer over the Internet;
• assess the characteristics required of tools to
implement one-to-one marketing.
Chaffey: Internet Marketing, 2nd edition © Pearson Education Limited 2003
OHT 6.2
Questions for marketers
• How can the Internet be used to support the
different stages of the customer lifecycle?
• How do I implement permission marketing?
• What do personalisation and mass
customisation mean and how should I apply
them in my marketing?
Chaffey: Internet Marketing, 2nd edition © Pearson Education Limited 2003
OHT 6.3
Elements of CRM
Figure 6.1 Linkages between customer relationship management and related
marketing approaches
Chaffey: Internet Marketing, 2nd edition © Pearson Education Limited 2003
OHT 6.4
Differences between relational and
transactional marketing
Transactional paradigm
Relational paradigm
Market segment
Individual customer
Transaction duration
Lifetime
Margin
Lifetime value
Market share
Most valued customers
and customer share
Dialogue and tailored
communications
Empowered clients
Mass market broadcast
Passive consumers
Chaffey: Internet Marketing, 2nd edition © Pearson Education Limited 2003
OHT 6.5
CRM applications
1.
2.
3.
4.
5.
Sales force automation
Customer service management
Managing the sales process
Campaign management
Analysis
Chaffey: Internet Marketing, 2nd edition © Pearson Education Limited 2003
OHT 6.6
CRM data
• Personal and profile data
– Contact details
– Preferences
• Transaction data
– Sales history
• Communications data
– Campaign history
– Research / Feedback / Support queries
– Contact reports (B2B)
Chaffey: Internet Marketing, 2nd edition © Pearson Education Limited 2003
OHT 6.7
CRM aims and focus
Figure 6.2 The relationship between the customer acquisition, retention and
extension phases of the customer lifecycle and loyalty and customer value
Chaffey: Internet Marketing, 2nd edition © Pearson Education Limited 2003
OHT 6.8
CRM resource
Chaffey: Internet Marketing, 2nd edition © Pearson Education Limited 2003
OHT 6.9
5Is
• Identification – can the customer be
recognised for different channel contacts?
• Individualisation – can communications and
products be tailored?
• Interaction – are communications two-way?
• Integration – is there a 360 degree view of the
customer?
• Integrity – is the relationship built on trust?
Chaffey: Internet Marketing, 2nd edition © Pearson Education Limited 2003
OHT 6.10
Permission marketing
• Key concepts
– Not interruption marketing
– Not SPAM
– Requires opt-in (online to e-mail)
– Opt-out
– Learning about the customer
– Initial and continued relationship is based on
incentives
Chaffey: Internet Marketing, 2nd edition © Pearson Education Limited 2003
OHT 6.11
Mass customisation
and personalisation
Figure 6.4 Options for mass customisation and personalisation using the Internet
Chaffey: Internet Marketing, 2nd edition © Pearson Education Limited 2003
OHT 6.12
Online relationship building
Figure 6.5 A summary of an effective process of online relationship building
Chaffey: Internet Marketing, 2nd edition © Pearson Education Limited 2003
OHT 6.13
Example – Virgin Megastores
Chaffey: Internet Marketing, 2nd edition © Pearson Education Limited 2003
OHT 6.14
Example – Silicon
Chaffey: Internet Marketing, 2nd edition © Pearson Education Limited 2003
OHT 6.15
Example – Clearly Business
Chaffey: Internet Marketing, 2nd edition © Pearson Education Limited 2003
OHT 6.16
IDIC
Figure 6.7 The elements of the IDIC framework
Chaffey: Internet Marketing, 2nd edition © Pearson Education Limited 2003
OHT 6.17
e-CRM tools
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•
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Database
Data mining
Personalisation systems
Outbound e-mail
Inbound e-mail management
Virtual communities
Chaffey: Internet Marketing, 2nd edition © Pearson Education Limited 2003