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Session 12: Website Building Workshop

Session 12: Website Building Workshop. End Session 12: Website Building Workshop. Session 13: Functional development of the website. Information Transaction Interaction. Stages (or Generations) of Websites. Stage I: Publishing sites - Information

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Session 12: Website Building Workshop

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  1. Session 12:Website Building Workshop Internet Marketing - Poitiers 2003

  2. End Session 12: Website Building Workshop Internet Marketing - Poitiers 2003

  3. Session 13:Functional developmentof the website Internet Marketing - Poitiers 2003

  4. Information • Transaction • Interaction Internet Marketing - Poitiers 2003

  5. Stages (or Generations) of Websites • Stage I: Publishing sites - Information • Stage II: Databases and Forms - Transaction • Stage III: Personalization - Interaction Internet Marketing - Poitiers 2003

  6. Info Links Pictures/Information http://www.france98.com/french/index.html Stage I: Information Internet Marketing - Poitiers 2003

  7. Stage I What makes this aStage I Website? Organises, Broadcasts andDisseminates Information Internet Marketing - Poitiers 2003

  8. Stage II: TransactionDatabases and Forms To find out the travel distances between the host cities: Select your starting point Select your destination Bordeaux Paris Toulouse Marseilles Toulouse Marseille – 404km Internet Marketing - Poitiers 2003

  9. Stage II What Makes this aStage II Website? The ability to retrieve information to respond to user requests Internet Marketing - Poitiers 2003

  10. Stage III: Personalization and Interaction If you area team WC98 member and are using a computer other than the one you originally joined WC98, enter your nickname and password now. Internet Marketing - Poitiers 2003

  11. Stage III What Makes this aStage III Website? More than ask-respond…AnticipatesSuggests Internet Marketing - Poitiers 2003

  12. Usage of this information • The website success factors will be used by you and your team in order to: • Design the site accordingly • Evaluate your own site step by step • We will use the website success factors to evaluate your site too! Internet Marketing - Poitiers 2003

  13. Website Organisational Aspects Internet Marketing - Poitiers 2003

  14. Cost and Performance Table 5.5 One of the best uses of Web chain analysis is to compare alternative methods of acquiring customers Internet Marketing - Poitiers 2003

  15. End Session 13:Functional developmentof the website Internet Marketing - Poitiers 2003

  16. Session 14:Drivers of internet success How to evaluate your site Internet Marketing - Poitiers 2003

  17. End Session 14 Internet Marketing - Poitiers 2003

  18. Session 15:Website Promotion Internet Marketing - Poitiers 2003

  19. Promotion Two ways to think about this topic: • Online communication • The URL • Search engine positioning • Webvertising • Affiliate marketing • Viral marketing • Email marketing • Community marketing • Role of the website in the customer contact/communication mix Internet Marketing - Poitiers 2003

  20. Promotion: Comparison of communication Internet Marketing - Poitiers 2003

  21. Do You Yahoo? • For 50% of US Web users: Yes!! • A phenomenal eCommerce success story • Yahoo! brand extensions provide value add for users • Yahoo! games • Yahoo! clubs • Yahoo! chat • Yahoo! auctions • Yahoo! Stores • Yahoo! leverages its brand and ability to draw traffic to generate multiple revenue streams Internet Marketing - Poitiers 2003

  22. Most Popular Web SitesYahoo! Leads Figure 5.1 Internet Marketing - Poitiers 2003

  23. Yahoo! Brand ExtensionsThe Success of the Yahoo! Brand Figure 5.2 Internet Marketing - Poitiers 2003

  24. Web Benefits to Firms • The range of Web benefits • Business models can be based on improvements in product or service • Business models can be based directly on generating revenue • Let’s take a closer look at these broad classes of business models Internet Marketing - Poitiers 2003

  25. Sponsorship Alliances Banner advertising Prospect fees Sales commissions Revenue-Based Biz Models Use the Net to Make Money Provider Pays Internet Marketing - Poitiers 2003

  26. Sponsorship Alliances Banner advertising Prospect fees Sales commissions Product sales Pay-per-use Subscriptions Bundle sales Revenue-Based Biz Models Use the Net to Make Money Provider Pays Customer Pays Internet Marketing - Poitiers 2003

  27. Closed Loop Marketing • Marketing is closed loop when specific customer responses to specific marketing actions can be tracked • For example: if an online ad encourages Web site registration, the campaign is closed loop if users can be tracked from ad exposure to the decision to register • Closed loop marketing leads to rapid learning • Marketers can experiment with prices, ad copy, and product features on selected samples of consumers Internet Marketing - Poitiers 2003

  28. On the Internet Nobody Knows You’re A Dog… The Impact of Closed Loop Marketing • Marketers want two results from user responses • They want consumers to make a choice that leads to • information • improved customer satisfaction • a transaction • Marketers want to learn about visitors to their site Internet Marketing - Poitiers 2003

  29. Web Chains • A Web chain is a click sequence • Can be as short as a single click • Can be as long as all possible choices on a Web site • Decision points = event nodes • Ending point = result node • Common Web chain starting points • Company homepage • Search engine or portal • Banner ads Internet Marketing - Poitiers 2003

  30. BEGIN No Notice Rate (NNR) E1: Views Page with Paid Link (1-CTR-NNR) R2: Notices Ad but doesn’t click = Ad brand impact Click-through Rate (CTR) E2: Clicks Through to Company Web Site = Prospects Prospect Conversion Rate (PCR) (1-PCR) New Customer (1-RR) E3: Views Web Site but Doesn’t Buy E4: Visits Web Site and Buys Repeat Buyer (RR) (1-OIB) R5: New Customer = (Ad brand + Web Site brand + Online profit + Future lifetime value) R4: No Immediate Purchase = (Ad brand + Web Site brand impact) END E5: Loyal Customer R6: Would have bought offline anyway = (Ad brand + Web Site brand + Online profit – Offline profit) R7: Only buy online = (Ad brand + Web Site brand + Online profit) Offline Buy Rate (OBR) Online Only (1-OBR) Web Chain of Events Figure 5.12 R1: Doesn’t Notice Ad = $0 benefit Offline Induced Buyer (OIB) R3: Offline Purchase = (Ad brand + Web Site brand + Offline profit) Internet Marketing - Poitiers 2003

  31. Huh? Virtuous Web Cycle • Is a business system with positive feedback • Each element in the business system feeds off another element in the system and feeds into yet another element in the system • If the cycle is strong enough, it can actually be a self-fulfilling expectation Internet Marketing - Poitiers 2003

  32. It starts with user fascination Consumer and Business Internet Access Popular Fascination • Providers see the developing opportunity and rush to create new brands & services, which creates more hype Web Sites and Web Content • The buzz feeds back into consumers’ interest and desire to experiment with the new technology Virtuous Cycle for Net Growth Let’s look at how it works Internet Marketing - Poitiers 2003

  33. A Dot Com World • The virtuous Web cycle leads to rapid growth of • Consumer access • Internet usage • Content online Internet Marketing - Poitiers 2003

  34. Evaluating Web Chains • Enables marketers to evaluate a wide range of Web strategies and tactics • Calculate • expected value of an impression • expected value of a prospect • expected value of a new customer • expected value of a repeat buyer Internet Marketing - Poitiers 2003

  35. Web Chain Benefits and ProbabilitiesFive Main Benefits Occur in the Chain • Online contribution: the incremental profit from an online sale • Offline contribution: incremental profit from the sale of products through the standard channel • Ad-brand impact: value to a visitor, who sees the ad but doesn’t click through • Web site brand impact: value of a visit to the Web site that results in benefits, but not a sale • Lifetime customer value: future value of profits from a new customer Internet Marketing - Poitiers 2003

  36. Evaluating Web Chains Internet Marketing - Poitiers 2003

  37. From Web Chains to Closed Loops • There’s a strong connection between Web chains and closed-loop marketing • A Web chain is closed loop if • the chain extends from the marketing offer to the desired marketing response • Each step is trackable • The Internet can be used to close the loop on traditional media advertising if unique identifiers are included with the ad • Dell newspaper ads contain a unique code Internet Marketing - Poitiers 2003

  38. Further Reading/Research Internet Marketing - Poitiers 2003

  39. End Session 15:Web Site Promotion Internet Marketing - Poitiers 2003

  40. Session 16: Final Course Review Internet Marketing - Poitiers 2003

  41. Typical career profiles • Generalist • eBusiness-responsible person (integration of the divisions) • Project manager eCommerce • Sales manager eCommerce Products • Director/conductor of a special product group (e.g. Smartcards) • Specialist • Web designer / Web master • Web editor • Internet Service Provider Internet Marketing - Poitiers 2003

  42. What did we learn? • Course objectives and performance expectation review • Knowledge Review • Project Feedback and Planning • Course Evaluation • Internship Opportunities Internet Marketing - Poitiers 2003

  43. End Session 16:Final Course Review Internet Marketing - Poitiers 2003

  44. END OF COURSE (whew, that was fast!) Internet Marketing - Poitiers 2003

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