Transcript Internet Marketing - Shahed Rahman`s Page

e-Active Marketing
Chapter – Nine (9)
Teacher – Md Shahedur Rahman
Need to Know !!
 Every once in awhile, a product or a company’s name become so
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famous it gets added to our vocabulary.
Try to remember some name like this …..
Xerox
Hoover
Google
Aspirin
Band Aids
 Did you ever realize that every website is trying to sell you
something ?
Why the rapid adoption of the Internet?
Growth in Internet Advertising
Who uses the Internet ?
 48 percent Americans
 Communication via email, online chat or
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instant messaging is the most common use of
Internet
VOIP is used by 1 million individuals and is
anticipated to grow rapidly
2 million active blogs
Retail sales total over $144 billion annually
almost 7% of total retails sales
Communication tool for many B2b
companies
Internet Service Offered by Marketing
Agencies
 Building database for email campaign
 Designing email campaign linking customers to Website
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information
Creating fun and innovative games to attract and keep
customer coming back to the website
Creating incentive programs
Translating printed documents, catalogs, brochures, and
newsletter for the internet
Adding graphics to the Website
Functions of the Internet
 Advertising
 Sales Support
 Customer Service
 Public Relations
 E-commerce
E-commerce
 Selling goods and services on the Internet
 Retail store can vend items to consumers
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through the internet when there is no
handy outlet nearby
More convenience for some shoppers
Some company have no physical store
Remember not every customer uses
internet but many do
Shoppers may researched about a product
on the internet and then go to the store
with a list of ‘Finalists’
E-commerce components
 Three components
Catalog
1.
1.
2.
3.
May contain a few items or be a complex presentation of thousands of
products.
Remember make customer can easily locate product of interest
Photos, streaming videos and product information are important
Shopping Cart
2.
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2.
To select the product
Keep the record of multiple purchases
Method of Payment
3.
1.
2.
For consumers it credit card system
For B2b, payments are normally made using a voucher system
Security Issues
 Consumers fear about security
 Worried about credit card number
 Some take money but doesn’t ship the
merchandise
 It was the same situation with telephone
sales
 May be various employees stealing their
numbers
 http:// and https://
Purchasing Habits
 Ramifications (outcomes ) for the ultimate success of
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ecommerce
People are still not used to buying something from internet
It will take time to change these habits
Cant view and touch the merchandise
Cloths cant be tried to make sure they fit
E-commerce Incentives
 Financially based
 Convenience based
 Value based
Financial Based Incentives
 Lower long distance telephone bills
 Reduced shipping cost, because the costs are passed along to
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the buyers
Decreased labor costs associated with stocking shelves
No sales people cost
No cost for the channel members
‘CYBERBAIT’
Convenience Based Incentives
 You don’t need to make a trip to retail store
 You can place the order from home or office
 24 hours availability
 Check the status of the order, shipment information and even
billing data
 Sometimes its quicker than making a telephone call
 Convenience is one of the main priority for a lot of
companies
Value Added Incentives
 Personalized shopping
 Software recognize customer’s pattern
 You can easily compare the products
 Offers sometimes matched past purchasing behaviors
 Some of the companies sale a product online then through a
retailer, so you can use the product earlier than others
Business to Business E-Commerce
 Total spending $767 billion in 2004 and its constantly
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growing
Purchasing agents most of the time go online and compare
prices and product information
When the account is established, its very easy to place
orders.
Dollar cost per item relatively low
Easy to manage the distributors
International E-Commerce
 No boundaries to do business
 Launching a global e-commerce site ?
 So prepare the methods for international shipping
 Payment mechanism must also be installed
 Country code for telephone numbers
 Globalization software has been developed
Cultural Disaster to Avoid International
Internet Marketing
 Using black in backgrounds and graphics has sinister
connotation in Asia, Europe, and Latin America
 The thumbs up sign and the waving hand are rude gestures in
Latin America and the Middle East, respectively
 Showing a woman with exposed arms or legs is offensive in
the Middle East
 Using a dog as a company logo is not successful in Korea
because dogs are used for food
IMC and the Internet
 Part of IMC
 Make sure you choose the functions of the website
 What should be served by website
 Very hard to support all the functions of the Internet
What Drives People to a New Site?
Internet Content Search
38%
Word of Mouth
30%
Internet Banner
20%
Television Ad
7%
Print Ad
5%
Branding
 Just check all the well known brands got a online
presence or not ?
 Brand spiraling - In a TVC or other media
encouraging us to visit their website
Customer Service and the Internet
 Remember communicating effectively is an important ingredient
in quality customer service.
 Provide an efficient website for customers to use
 (IOMA) offered six steps to improve customer service
 Firstly , Service representative need to be knowledgeable
 Secondly, It is important to confirm customer order and enquiry
 Thirdly, Add a personal touch
 Fourthly, Offer customers the opportunity to talk to you in person, if
they so desire
 Fifthly, Use good communication skills
 Finally, Be aware of the work habits of customers.
 Direct Marketing on the Internet ???
Viral Marketing
 Preparing an advertisement that is tied
to an email.
 Word of mouth
 A person being infected by a
marketing message and passing it to
others.
 Teenagers are prime target for viral
marketing
Clues to Poor Design
 Clueless banners
 Slow loading front pages
 Forcing people to go through numerous
screens
 Too much verbal information
 Too much technical terms
 Sites that are hard to navigate
Tips to Create a Winning Websites
 Should follow a strategic purpose such as to
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acquire new customers, serve existing customers, or
to cross sell goods and services
Make the website easy to access and quick to load
Written content should be precise with short words,
short sentences , and short paragraphs
Remember that content is key to success, not fancy
graphics and design
Be certain graphics support content, and do not
detract from it
Make some type of Marketing offer to encourage a
response
Ask for site evaluation
Tips to Create a Winning Websites
 Provides easy to use navigation links on
every page
 Use gimmicks such as moving icons or
flashing banners to gain attention at the
beginning but do not use them deeper in
the website
 Change the Website on a regular basis to
keep individuals coming back
 Measure Results continually, especially
design and offers
Social Media Communication Patterns
 Business to Consumer (B2C)
 “Come taste our new Burnt Banana ice cream flavor!”
 Consumer to Business (C2B)
 “Help! I can’t get my new grill to work!”
 Consumer to Consumer (C2C)
 “Hey! Anyone know a good place to get kite-surfing lessons
around here?”
 Business to Business (B2B)
 “We’re looking to form a consortium that looks at the advances
in social media marketing.”
Search Engine Optimization
 What is it?
 Getting a better position (rank) on search
engines like Google and Yahoo.
 Better visibility; more hits
 Less important for established brands
 How do you get a favorable rank?
 Keywords, metadata, good pagerank, etc.
 Hire a firm specializing in SEO
Do you know what is this ?