Professional Documents
Culture Documents
E-Commerce Marketing and Advertising Concepts
E-Commerce Marketing and Advertising Concepts
E-Commerce Marketing and Advertising Concepts
Week 10
e-Commerce Marketing and Advertising Concepts
Content
Consumers Online
Digital Commerce Marketing and Advertising
Search Engine Marketing and Advertising
Email Marketing
Social, Mobile, and Local Marketing and Advertising
Customer Relationship Management (CRM) Systems
Online Marketing Metrics
Web Analytics
1
05/06/2015
Consumers Online
Broadband and mobile
Significant inequalities in broadband access
Older adults, lower income, lower educational levels
Non-broadband household still accesses Internet via mobile or other
locations
Neighborhood effects
Role of social emulation in consumption decisions
Connectedness
Top 1015% are more independent
Middle 50% share more purchase patterns of friends
Recommender systems - co-purchase networks
2
05/06/2015
Figure 6.1, Page 333 SOURCE: Adapted from Kotler and Armstrong, 2009.
3
05/06/2015
Clickstream behavior
4
05/06/2015
5
05/06/2015
Trust:
Most important factors: Perception of credibility,
ease of use, perceived risk
Sellers can develop trust by building strong
reputations for honesty, fairness, delivery
6
05/06/2015
7
05/06/2015
Online Advertising
Online advertising
Display, search, mobile messaging,
sponsorships, classifieds, lead generation,
e-mail
Fastest growing form of advertising
Advantages:
1834 audience is online
Ad targeting
Price discrimination
Personalization
8
05/06/2015
E-mail Marketing
Direct e-mail marketing
Messages sent directly to interested users
Benefits include
Inexpensive
Average over 6% click-throughs for in-house lists
Measuring and tracking responses
Personalization of messages and offers
9
05/06/2015
10
05/06/2015
Game marketing
Large audiences for social and mobile games
Used for branding and driving customers to purchase moments at
restaurants and retail stores
App marketing
Copyright 2015 Pearson Education, Inc. Slide 6-22
11
05/06/2015
Local Marketing
Geared to users geographic location
Advertisers expected to spend around $32 billion on
online local ads in 2014
Most common local marketing tools
Geotargeting with Google Maps
Display ads in hyperlocal publications
Daily deals
Coupons
Multi-Channel Marketing
Average American spends more than 45% of media
time on digital media channels
Consumers also multitask, using several media
Internet campaigns strengthened by using other
channels
Most effective are campaigns using consistent imagery
throughout channels
12
05/06/2015
13
05/06/2015
Pricing Strategies
Pricing
Price discrimination
Free and freemium
Versioning
Bundling
Dynamic pricing
14
05/06/2015
A CRM System
15
05/06/2015
16
05/06/2015
17