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Leveraging Online Technology in Internet Marketing

Explore how the Internet impacts marketing strategies, including the power of technology, legal issues, and measuring campaign effectiveness. Learn about branding, mass customization, and creating trust online.

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Leveraging Online Technology in Internet Marketing

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  1. 19 Internet Marketing Prepared by Deborah Baker Texas Christian University

  2. Learning Objectives • Explain how the Internet affects the traditional marketing mix • 2. Describe how marketers are leveraging the power of online technology • 3. Discuss the legal and privacy issues affecting Internet-based companies

  3. Learning Objectives • Measure the effectiveness of an online marketing campaign • Discuss the effects of the Internet on marketing objectives and strategy

  4. Commodities Branding Mass customization Product Strategies on the Web 1

  5. Principle of equivalent quality is applied to branded products, creating downward price pressure Camera A at Retailer A Camera A at Retailer B Branded Commodities On Line http://www.despair.com 1

  6. Corporate Web sites Resellers’ Web sites Affiliate programs Clicks and mortar Place On Line http://www.ideavirus.com 1

  7. Spam Viral marketing (Buzz) Instant messaging Interactive ads Search engine listings Sales promotion Promotion Methods 1

  8. Search Engine Listings Low price High price Gets you to the top of the list No or low fee gets you at the bottom of the list 1

  9. Causes of Pricing Pressure • Shopping bots and comparison sites • Auction pricing • Demand pricing On Line http://www.fedex.com http://www.ups.com http://www.usps.com 1

  10. Business-to-Business B2B Business-to-Consumer B2C Consumer-to-Consumer C2C Basic Forms of Virtual Business 2

  11. Data tracking Needed for personalized content Keep ad content fresh Controversial because of privacy concerns Maximizing Customer Relationship Marketing on the Internet 2

  12. Cookies Not-so-private email Spam Identity theft Conflicting laws Cyberstalking Branded trust Major Issues in Online Privacy On Line http://www.fbi.gov/hq/lab/carnivore/carnivore.htm 3

  13. Conflicting Legislation Not all countries have the same laws regulating Internet commerce Marketers (M) responsible for every law in every country 3

  14. Better Business Bureau “Reliability Seal” Third-Party Seals ScanAlert “Hacker Safe” Verisign “Secure Seal” Creating Trust Online 3

  15. Duration Stickiness = Frequency Site Reach Stickiness as the New Metric 4

  16. Rivalry among existing competitors Applying Five Forces in Internet Environment Barriers of entry Threat of substitutes Bargaining power of suppliers Bargaining power of buyers Porter’s Five Industry Forces 5

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