150 likes | 164 Views
Lecture on Implementing Interactive and Multichannel Marketing www.AssignmentPoint.com. 10-year trend in Internet/Web users and online retail sales revenue in the United States. CREATING CUSTOMER VALUE, RELATIONSHIPS, AND EXPERIENCES IN THE NEW MARKETSPACE.
E N D
Lecture on Implementing Interactive and Multichannel Marketing www.AssignmentPoint.com
10-year trend in Internet/Web users and online retail sales revenue in the United States
CREATING CUSTOMER VALUE, RELATIONSHIPS, AND EXPERIENCES IN THE NEW MARKETSPACE • Customer Value Creation in Market-space • Interactivity, Individuality, and Customer Relationships in Marketspace • Choiceboard • Collaborative filtering • Personalization • Permission marketing
CREATING CUSTOMER VALUE, RELATIONSHIPS, AND EXPERIENCES IN THE NEW MARKETSPACE • Creating an Online Customer Experience
ONLINE CONSUMER BEHAVIOR AND MARKETING PRACTICE IN MARKETSPACE • The Online Consumer • Profiling the Online Consumer
Online consumer sales by product/service category: 2001 and 2005
ONLINE CONSUMER BEHAVIOR AND MARKETING PRACTICE IN MARKETSPACE • Why Consumers Shop and Buy Online • Convenience • Bots • Eight-second rule • Choice • Customization • Customerization
ONLINE CONSUMER BEHAVIOR AND MARKETING PRACTICE IN MARKETSPACE • Why Consumers Shop and Buy Online • Communication • Web communities • Spam • Viral marketing
ONLINE CONSUMER BEHAVIOR AND MARKETING PRACTICE IN MARKETSPACE • Why Consumers Shop and Buy Online • Cost • Dynamic pricing • Control • Portals • Cookies
MULTICHANNEL MARKETING TO THE ONLINE CONSUMER • Integrating and Leveraging Multiple Channels with Multichannel Marketing • Implementing Multichannel Marketing • Multichannel Marketing with Transactional Websites • Multichannel Marketing with Promotional Websites
JC Penney Customers The multichannel marketing mutiplier
Implementing multichannel marketing with promotional websites