Sesión 11

Marketing Online
&
Website Interface

Prof. Margarita Pedreros

MSc Entrepreneurship, Nottingham University, UK.
MSc Marketing, Universidad de Chile, Chile.
Socia Fundadora Consultora Value Creation Group
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 1. Comprender los conceptos claves de la
comunicación en marketing online.

 2. Conocer las diferencias entre el marketing

tradicional vs online.

 3. Comprender el concepto de Brand equity y

su importancia para las empresas.

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 Market Share ($volume) vs Mind Share (awareness)

 Use to influence customer’s decision making and the Customer

Buying Process

 Purpose to communicate with and influence customers

 Differences between conventional and web-based marketing

communication

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 Personalisation
• personalised online communications
• personalised recommendations (“word of mouth”)
• personalised advertisements (targeted)
• personalised homepages (configured)
• personalised e-commerce stores (whole store)

 Content marketing
• Help your customers solve their problems
• Free stuff

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 Permission
• Permission marketing (enjoyable)

 Traditional mass media communications

• general, one-way broadcasts

 E-Business
• Focused
• Two-way dialogues

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 Customer Buying Process
Marcomms  Problem recognition

Marcomms  Information search

Evaluation of alternatives

Purchase decision
Post-purchase

Satisfaction

Loyalty

Disposal

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 Customer
awareness preference loyalty
Buying
Process
consideration purchase

• television ads • niche • product

Traditional • general interest magazines experience
magazines • collateral • buyers’ clubs
market
communications • television ads • point-of-sale
• general interest promotion
magazines • direct marketing
social marketing • social
marketing
Web • buttons • communities • user groups/
• banners • brochureware
market • sponsorships
forms
• website • e-mail alerts
communications • banners • youtube demos• daily specials
• ad networks • newsletters
• sweepstakes
• first-time order Enhanced
incentives interaction

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 General online approaches to communicating with customers

 Banner ads, video ads

http://www.youtube.com/watch?v=SWF3GhS_WQA&feature=dir

 Email (spam, junk)

 viral marketing (early Hotmail, YeoValley, Compare)

http://www.youtube.com/watch?v=oTrG7mpb61U
http://www.youtube.com/watch?v=I8Kh-YycKPc
http://www.youtube.com/watch?v=we1c5uzYsTI

 Social marketing (‘viral play ground’, trust)

 Sponsorship & exclusive partner agreement (Movistar & Music)

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 Affiliate programmes

 Freemium (nzone.com, fileshack.com)

 Gamification (games that spread awareness)

http://econsultancy.com/uk/blog/9720-gabe-zichermann-
gamification-isn-t-about-offering-free-stuff-it-s-about-status

 Customer Loyalty Programme – based marketing (email, text, web,

other sign on)

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 Brand awareness
• Depth - high focus, simple concept (Gillette)
breadth - high scope, inclusive, many concepts (BMW)

 Brand associations
• Strength
• Relevance
• Consistence
• Uniqueness
• Memorability
• Distinctiveness

 Customer benefits awareness

• Confidence
• Satisfaction
• Loyalty

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 A good brand … provides positive … and benefits both target
consumer responses ... customers and firm

Brand Awareness Customer Benefits

• depth • confidence
• breadth • loyalty
Marketing Communications • satisfaction

“Wrap-arounds”

Core
products Brand Associations Firm Benefits
or Services • strength • reduce marketing
• relevant costs
• consistent • increased margins
• opportunity for
• uniqueness brand extensions
• memorable
• distinctive
“layers”

(Keller (1989) in Rayport & Jaworski)

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 Target audience Offer Component of
Objective
brand equity

Who do we want What product or

to target? service are you For what purpose is your What part of your brand equity
What do they need? offering them? online presence? do you want to build?
brand brand
creation awareness

sales leads
brand
broad vs. association
broad vs. focused
focused (specific store traffic
(specific products
segments) and
services) product
trial
customer
benefits
product
sales

brand firm
reinforcement benefits

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