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Marketing Strategies for Reaching Customers Online

Learn how to effectively reach potential customers on the web by identifying target groups, selecting appropriate media, and crafting the right message. Explore product-based and customer-based marketing strategies, market segmentation, trust-building, advertising concepts, email marketing, customer relationship management, search engine positioning, and web site naming.

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Marketing Strategies for Reaching Customers Online

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  1. Chapter 4:Marketing on the Web

  2. How do you reach customers? • Identify groups of potential customers • Select the appropriate media • Build the right message (write to your reader) • Content (e.g., product presentation) • Context (e.g., trust)

  3. Product-Based Marketing Strategies • The product-based strategy views the world from the perspective of the firm and its products • For example, stores believe customers organize their needs into product categories and they organize their sites accordingly • Graduation gift vs something specific

  4. Customer-Based Marketing Strategies • How do you build a customer-based marketing strategy? • Basic approaches start by identifying groups of customers who share common characteristics*

  5. Market Segmentation • Market segmentation is dividing the pool of potential customers into segments and targeting specific portions of the market with advertising messages • Segments are usually defined in terms of demographic characteristics • Micromarketing is a term suggesting that we can target very small market segments

  6. Market Segmentation • Geographic segmentation: Where are they? • Demographic segmentation: Income, race, education, etc. • Psychographic segmentation: variables such as social class, personality, or lifestyle

  7. Geographic Segmentation

  8. Trust and Media Choice • The Web is an intermediate step between mass media and personal, FTF, contact • Companies can use the Web to capture some of the benefits of personal contact, yet avoid some of the costs inherent in FTF customer management • Trust is often related to proximity

  9. Advertising on the WebTerms and Concepts • Banner ad • Small rectangular ad • Interactive marketing unit (IMU) ad formats • Standard banner sizes • Banner exchange network • Coordinates ad sharing • Banner advertising network • Acts as a broker between advertisers and Web sites that carry ads

  10. Advertising on the WebTerms and Concepts • Cost per thousand (CPM) • Pricing metric used when a company purchases mass media advertising • Trial visit • First time a visitor loads a Web site page • Page view • Each page loaded by a visitor • Impression • Each time the banner ad loads

  11. Advertising on the WebTerms and Concepts • Pop-up ad • Appears in its own window when the user opens or closes a Web page • Ad-blocking software • Prevents banner ads and pop-up ads from loading • Interstitial ad • When a user clicks a link to load a page, the interstitial ad opens in its own browser window • Clickstream • Information (e.g., page visits, duration, etc.) that a Web site can gather about its visitors

  12. Site Sponsorships • Advertisers are given an opportunity to sponsor all or part of a website. • Helpdesk.com

  13. E-Mail Marketing • Dangerous Territory or Priceless Opportunity? • Email is cheap! But, customers hate spam • How should a firm use email? • Opt-in e-mail is should be the rule. • Conversion rates are higher and complaints are fewer • Combine email content with appropriate, targeted ads

  14. Technology-Enabled Customer Relationship Management • Customer relationship management (CRM): processes and technologies used to manage relationships with clients • Relationship management: collecting, managing, and analyzing information about a customer’s behavior, buying patterns, etc., andusing it to customize the interactions with the customers

  15. Search Engine Positioning and Domain Names • Search engines have 3 major parts: • Spiders, crawlers, or robots • Programs that automatically searches the Web • Index or database • Storage element of a search engine • Search utility • Uses terms provided to find Web pages that match

  16. Search Engine Positioning and Domain Names • Search engine positioning or search engine optimization is the process of tuning a site so that it is listed in the top 10 of results

  17. Paid Search Engine Inclusion and Placement • Paid placements involve purchasing a top listing on the results pages for a particular set of search terms • e.g., Google Adwords • Search engine placement brokers are companies that aggregate inclusion and placement rights on multiple search engines

  18. Web Site Naming Issues • Domain names • An important part of selling online can be the domain name for the site. • If you want a car, might you give cars.com a try?

  19. URL Brokers and Registrars • URL brokers • Sell, lease, or auction domain names • ICANN • Maintains a list of accredited registrars • Domain name parking • Permits the purchaser of a domain name to maintain a simple Web site so that the domain name remains in use

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