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E-Marketing

บทที่ 10. E-Marketing. การกำหนดตลาดเป้าหมาย การตั้งชื่อ ต้องมีปฏิสัมพันธ์กับลูกค้า ข้อมูลของสินค้า การแนะนำสินค้า สร้างจุดเด่นให้กับเว็บไซต์ เพิ่มคุณค่าให้กับสินค้า กระตุ้นให้เข้ามาเยี่ยมชมเว็บซ้ำบ่อย. สร้างเว็บให้เป็นแหล่งชุมชน ตอบสนองความพึงพอใจลูกค้า การส่งเสริมการขาย

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E-Marketing

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  1. บทที่ 10 E-Marketing

  2. การกำหนดตลาดเป้าหมาย การตั้งชื่อ ต้องมีปฏิสัมพันธ์กับลูกค้า ข้อมูลของสินค้า การแนะนำสินค้า สร้างจุดเด่นให้กับเว็บไซต์ เพิ่มคุณค่าให้กับสินค้า กระตุ้นให้เข้ามาเยี่ยมชมเว็บซ้ำบ่อย สร้างเว็บให้เป็นแหล่งชุมชน ตอบสนองความพึงพอใจลูกค้า การส่งเสริมการขาย การตลาดเชิงกิจกรรม ใช้อีเมล์เป็นเครื่องมือของ CRM สิ่งจูงใจอื่น ๆ ต่อเชื่อมกับเว็บอื่น โฆษณาในเว็บอื่น ๆ ส่งเสริมการขายนอกเว็บ กลยุทธ์การตลาด

  3. Site Promotion • Hi-Tech: Search Engine & Directory • Text Component • Link Component • Popularity Component • Hi-Touch: E-Marketing Strategies • Integrated Media (Newspaper, Magazine, Radio, TV, Billboard, etc.) • WebSite, E-Mail Marketing, Mobile Marketing

  4. “E-Retail is more detail” • Strategies in Logo • A-Z, Earth’s Biggest Selection • Warm Welcome with Smile • Low price identity with small letter • eMarketing Strategies • 1-to-1 Web & E-Mail Marketing • Direct eMail Marketing • Clicks, Bricks & Brand • Affiliation & Web Services • eCRM CRM Goal : “10 years is not enough!!!”

  5. DimpleArt.com Small idea,Big cash!!! • Business Model • Digital Goods production • (Personalized caricature image) • Site Maintainance & CRM • International Supplier • (print, pack & delivery) • Worldwide Customer • eMarketing Strategies • Viral Branding • (Free D/L & Forword) • Search Ranking • Personalization • eMail Marketing (CRM) • Affiliation • etc. “How To Sell,Not What to Sell.” DimpleArt.com owner

  6. Customer Education “Shop.Learn.Improve” Bricks & Clicks Strategies

  7. Design for 2004 “Call To Action” Oriented

  8. eMarketing By Design Before Now!!! Techie Design, No Try & Bye Soon!

  9. eMarketing By Design Find on The Left “Buy on the Right, Find on the Left” Buy on the Right

  10. Web Design Rules • Easy to read • Easy to navigate • Easy to find • Consistent in layout & design • Quick to download

  11. Elements of eMarketing Site • Professional • Brand Products • Complete Information • Business Profile • Friendly Language • Testimonial • No Risk!!! • Your Picture & Staffs You Are What You Write Your Trust is on Your Site

  12. eWriting ability “Effective writing skills are your most important online communication tool.” • Thumb Rules for Web writing. • Shorter is Better • Direct to customer with “YOU” • Clear & Easy to understand. • Dialog not Message. • Call to Action “Click Here”, “Buy Now” • etc.

  13. Brand Virus & Site Stickiness Brand Virus : How to makes brand Boom!!! Site Stickiness : Prospect & Customer Magnet • Tell A Friend. • Free!!! • Webboard, Chat, Community • E-Card • Variety Product • Free E-Mail • Newsletter & Articles • Link Exchange • Site Forwording Button • etc.

  14. “How to loose a customer in 10 ways” eMarketing pitfalls • Too hard to find customer need. • Too long to complete order • Intrusion or too many questions • Slow connection (low cost, lost high) • Too little information • Not update • Full of Advertising • Spam • Bad Spelling… • Under Construction

  15. CRM Tactics “Little Idea…But win Customer Mind” Time Saving

  16. Click & Bricks Marketing WIN-WIN-WIN Marketing. Random House Great Prospect Loyalty Good Customer

  17. Innovation Any Song you want,… Click on me,Plug me on PC… & let’s go to emarker.com You’ll get your favorite song & CDs Ho Ho… • My Innovation : • Call to radio station then ask D.J. • Hum… that song then ask my friend • or CDs Shop Owner

  18. singingweb.com : Karaoke Online • Site Magnet • Ready to sing (MPC + Net). • 6,000 Songs (Lyric & Melody) • Update. • Lyric Gimmy • etc. Off-line Karaoke Software : illegal Software On-line Karaoke : Copy Right problem

  19. Grammy Karaoke Online Sing a song with Encrypted VCD by paying for the Net & Karaoke time.

  20. Grammy Karaoke Online Protecting their song & educate market through technology • Karaoke Online Ingredient • Internet Account • Karoke Card • Karoke Player Program Encrypted VCDs 15 Songs/CD 50 Baht/CD Karaoke Card (15 Hrs & 12 Baht/Hr.) • How To Sing... • Connecting to the internet. • Open Karoke player program • Login ID & Password • Select a song to sing • Karaoke Time Decreasing

  21. What can we sell on the net ? “Look before you leap” Competitive Price Light Weight One Stop Shopping H2F & M2O Products Easy Installation Easier traditional services Strong supplier Etc.

  22. E-mail Marketing • E-mail emarketing strategies. • Directronic Mail (Targeted Marketing) • E-Mail Newsletter (loyalty, repurchasing, crm) • Effectiveness of E-mail Marketing • Fail Rate • Open Rate • Click Through Rate • Conversion Rate

  23. M-Commerce • Immediacy • Connectivity • Localization • Data Portability

  24. Mobile Marketing • Mobile Users = 2.5 * E-Mail Users • SMS is still the king of mobile marketing. • Mobile Marketing is the youth marketing. • The Mobile Services (paid digital content) • Logo • Ring Tone, Phone Tag • Wall Paper • Games & Gambling • eWallets (Micro-Payment Tools) • Etc. Innovation : M-Commerce & L-Commerce

  25. Why SMS not e-mail • New & Trendy • Personal & Engaging • Speed & Reliability • Accessibility (anywhere anytime, not at pc only) • Wider audience than email • Ability for recipient to instantly call back sender E-Mail V.S.

  26. Mobile Internet Communication • Corporate • Voice • E-Mail • Instant messaging • Unified messaging • Team working tools • Videotelephony • Consumer • Voice • E-Mail • Instant messaging • Unified messaging • Chat • Videotelephony • Community Services • Digital Postcards

  27. Mobile Pay, My Coke 3. Machine checks the Cradit availability in Case of using a cradit card 2. Operator activates the Vending machine 3. Consumer receives the product. 2. Bluetooth-enabled Mobile phone Connects directly to A vending machine 1. Call to a premium Rate number 1. Special credit, payment card Issued by A financial institution

  28. Push/Alert Function for Mobile Service Web server Content 1. Use the fixed internet to set a predefined trigger 2. Content releases the trigger 3. Content is pushed to a mobile terminal.

  29. Multichannel Advertising Model Content 1. Consumer sends an sms to the advertised number Consumer SMS Server 2. In return,he/she receives online settings for a mobile portal site

  30. Do you want to pay for content ? Music 16% Live Concert 5% Sports 5% Financial Info. 5% Health 4% Kids & Teens 3% Online Video 3% Games 3% Would Not Pay For Content 47% European Internet Users,Jupiter MMXI,2002

  31. Banner, E-Mail & SMS Banner Advertising : <= 1% Click-through 5-10% Conversions e-mail Marketing :5-10% Click-through 10-15% Conversions SMS Viral Marketing : > 64% Click-through 30% Conversions • 750 million mobile users • 550 million email users • > 51% U.S. own mobile Dataquest 2002

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