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World Wide

E-Marketing: A Consumer Behavior Perspective Professor: Jacques Nantel , Ph.D Director: RBC Financial group Chair in e-Commerce HEC Montréal May 2006 . World Wide. More and more people have access to the Web or other forms of e-commerce

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World Wide

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  1. E-Marketing: A Consumer Behavior Perspective Professor: Jacques Nantel, Ph.D Director: RBC Financial group Chair in e-CommerceHEC MontréalMay 2006 

  2. World Wide • More and more people have access to the Web or other forms of e-commerce • More and more are seeking information through the Web before buying • More and more are actually buying on the Web

  3. Source: eMarketer Sept 2005

  4. But unlike what was thought 3 years ago • With some exceptions (music) the Web doesn’t belong to pure players • The Web doesn’t belong neither to conventional retailers • The Web is truly Multi-Channel

  5. Why are consumers active on the Web? • Accessibility • Diversity • Customization • Prices

  6. 2- Relationship Marketing versus Mass marketing

  7. Marketing through the Web • How to get known • Personalization and customization

  8. How to get known • Your name • External advertising • Organic optimisation • Paid optimisation • Web advertising

  9. How do consumers surf on the net while looking for a product or a service ? Source: The e-tailing group (April 2004)

  10. How do consumers surf on the net while looking for a product or a service ? 25% Source: The e-tailing group (April 2004)

  11. Optimisation on search engines • Organic • Paid

  12. Basics of search engine optimisation • Write good content • Use key Words (keyword, meta-tag) • Your domain name (URL) • Think about spelling • Write descriptive page titles • Use real headings • Use search engine friendly URLs • Get linked to • Use valid, semantic, lean, and accessible markup • Don’t try to fool the search engines

  13. Paid positions • There is a nominal, one-time activation fee for Google AdWords. After that, you pay only for clicks on your keyword-targeted AdWords ads, or for impressions on your site-targeted AdWords ads. You can control your costs by telling us how much you're willing to pay per click or per impression and by setting a daily budget for spending. For example, a new advertiser paying in USD can activate his/her AdWords account with just US$5.00, and can then choose a maximum cost-per-click (CPC) from US$0.01 - US$100.

  14. Basic tools • Web logs • http://www.alexa.com/ • http://www.wordtracker.com

  15. Personalization(Wind Jerry (2001) Journal of Interactive Marketing

  16. Personalization • Reduces acquisition costs • Increases loyalty • Increases AOV

  17. More than just transactions the Web is also a matter of information • On a site • Cookies • Password • Through consortiums (Double click) • Cookies • Ad Servers • Third parties • Microsoft Passport • N-case – 180Solutions - MetricsDirect

  18. What is done with it ? • Site Personalization • Cross Marketing • Affiliate marketing • Adapted advertising • http://www.180solutions.com/pages/advertisers.aspx

  19. Basic metrics • CPM • CTR • CPC • AOV

  20. Strategies are getting more focused

  21. More focused strategies

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