e-marketing knowledge
TRANSCRIPT
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Overview
Unit I:Setting the context for E-Marketing
Convergence- Background, Current state, andfuture potential of e-marketing.
Strategic E-Marketing Achieving objectivesthrough strategies involving e-business and e-marketing.
E-Marketing Plan- Creating an e-marketingplan and steps in e-marketing planning.
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E-Marketing Plan - StrategyFormulation and Implementation
E
Legal-EthicalTechnologyCompetition
Other Factors
Internet Markets
SE-BusinessStrategy/
Model
E-Marketing Plan
E-MarketingStrategy
ImplementationMarketing Mix/CRM
P Performance Metrics
SWOT
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Steps 2, 3, and 4 of theE-Marketing Plan
Segmentation
Targeting
Value(Price)
Differentiation
CRM/PRM
Positioning
Communication(Promotion)
Distribution(Place)
Offer(Product)
Step 3
E-Marketing Objectives
Step 4
Tier 2 Tasks
Step 2Tier 1 Tasks
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Overview
Unit II: E-Marketing Environment
Global Markets- Differences in Internet access
& usage as a foundation for segmenting andtargeting specific markets.
Ethical and Legal Issues
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1. Marketing Knowledge
2. Consumer Behavior
Unit III: E-Marketing Strategy
3. Segmentation and Targeting Strategies
4. Differentiation and Positioning Strategies
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1. Marketing Knowledge
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Lesson Overview Identify the three main sources of data that e-
marketers use to address research problems. Discuss how and why e-marketers need tocheck the quality of research data gatheredonline.
Explain why the Internet is used as a contactmethod for primary research and describe themain Internet-based approaches to primaryresearch.
Contrast client-side, server-side, and real-space approaches to data collection.
Highlight four important methods of analysisthat e-marketers can apply to data warehouse
information.
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Nestle Purina PetCare Company wanted toknow whether their web sites and onlineadvertising increased off-line behavior.
Nestle developed 3 research questions:
Are our buyers using our branded Websites?
Should we invest in other Web sites? If so, where should we place the
advertising?
The Purina Story
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The Purina Story, cont.
They combined online and off-line shoppingpanel data and found that:
Banner clickthrough was low (0.06%).
31% of subjects who were exposed to both
online and off-line advertising mentionedPurina.
The high exposure group mentioned Purina
more than the low exposure group. Home/health and living sites received the
most visits from their customers.
Would you also have selected petsmart.com
and about.com for Purina PetCare ads?
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Data Drives Strategy
Organizations are drowning in data.
Purina, for example, sorts through hundredsof millions of pieces of data about 21.5 millionconsumers to make decisions.
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Terabytes of Corporate Data:Growth Rate from 1999-2003
200,000
400,000
600,000
800,000
1,000,000
1,200,000
1,400,000
1,600,000
1,800,000
2,000,000
1999 2000 2001 2002 2003
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From Data to Decision at Purina
Decision Lets put banner ads on about.com
Knowledge
Dog owners who see ads online are likely tovisit Purina ONE. We know the sites theyvisit: about.com, www.petsmart.com
Information
1. Purina buyers are 20 percent more likely to
visit about.com2. 36 percent of dog owners who see Purinaads would buy the brand
Data 016030102(Buyer 1 bought Purina puppy chow on March 1)
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Knowledge management is the process ofmanaging the creation, use and disseminationof knowledge.
Examples of the uses of knowledgemanagement can be found in the next slidewhich provides the same in Telecom and
Retail for some firms.
Marketing Knowledge Management
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Uses of Knowledge ManagementUse in the Telecom Industry Representative Firm
Scanner Check-Out Data AnalysisCall Volume AnalysisEquipment Sales AnalysisCustomer Profitability AnalysisCost and Inventory AnalysisPurchasing Leverage with SuppliersFrequent-Buyer Program
Management
AT&TAmeritechBelgacomBritish TelecomTelestra AustraliaTelecom IrelandTelecom Italia
Use in the Retail Industry Representative Firm
Scanner Check-Out Data AnalysisSales Promotion Tracking
Inventory Analysis and DeploymentPrice Reduction ModelingNegotiating Leverage with SuppliersFrequent-Buyer Program
ManagementProfitability Analysis
Product Selection for Markets
Wal-MartKmart
SearsOsco/Savon DrugsCasino SupermarketsW. H. Smith Books
Otto Versand Mail Order
Amazon.com
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The Marketing Information System
Marketers manage knowledge through amarketing information system (MIS).
Many firms store data in databases anddata warehouses.
The Internet and other technologies havefacilitated data collection.
Secondary data provides information about
competitors, consumers, the economicenvironment, etc.
Marketers use the Net and othertechnologies to collect primary data about
consumers.
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Sources of data: Internal records Accounting, finance, production and
marketing personnel collect and analyze data. Nonmarketing data, such as sales, profits,
advertising spending, marketing expenses
etc. Sales force data prospects, current
customers, service complaints etc.
Customer characteristics and behavior
Marketers been using it for long time
In store behavior through UPC
Tracking of user movements through web
pages
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Secondary data
Can be collected more quickly and less
expensively than primary data.
Secondary data may not meet e-marketersinformation needs.
Data were gathered for a different purpose. Quality of secondary data may be
unknown.
Data may be old. Marketers continually gather business
intelligence by scanning themacroenvironment.
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Public and Private Data Sources
Publicly generated data - such as fromGovt agencies, Govt departments, Libraries,Professional associations etc
Privately generated data - such as fromCompany Web sites, Research firms, Onlinenewspapers etc
Online databases - such as News, Industry
data, Encyclopedias, Yellow Page directoriesetc
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Public and Private Data Sources
Competitive Intelligence Involvesanalyzing the industries in which a firmoperates as input to the firms strategicpositioning and to understand competitor
vulnerabilities. Sources of CI may include
Press releases,
New products,
Alliances and co-brands
Trade shows, etc
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Public and Private Data Sources
Information Quality - Data are subject tolimitations. Steps that can be taken toevaluate the quality of secondary datacollected online. Some steps could be: Discover the Web site's author Try to determine whether the site author is
an authority on the Web site topic: Check to see when the site was last
updated
Try to validate the research data by findingsimilar information at other sources on theInternet or in hard copy at the library, etc
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Primary Data
Primary data are information gathered for the first
time to solve a particular problem. Two electronicsources of primary data collection:
Internet
Real space
Primary data collection on the Net:
Experiments
Focus groups
In-depth interviews Survey research
Real-space data collection refers to technology-enabled gathering of information offline.
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Research Problem
Research Plan
Research Approach
Sample Design
Contact Method
Instrument Design
Data Collection
Data Analysis
Distribution of Findings
Primary Research Steps
l l h bl
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Typical Online Research Problem
Pages viewed most oftenIncrease site "stickiness"
(stay longer)Test site icons and
organization
Path users take throughthe site - is it efficient?
Site visit overall satisfaction
Test advertising copyTest new promotionsCheck coupon effectivenessMeasure banner ad click-
through
Improve online merchandisingForecast product demandTest new productsTest various price pointsTest co-branding and
partnership effectivenessMeasure affiliate programeffectiveness
Identify new market segmentsTest shopping satisfactionProfile current customersTest site customization
techniques
Web Sites
PromotionsCustomers and Prospects
Online Retailers
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Firms Using Online Primary Research
0
1020
30
40
50
60
70
8090
OnlineSurveys
100
E-mailSurveys
OnlineFocusGroups
BulletinBoard Focus
Groups
Web SiteUse
Measures
71% of research firms in U.S.
use online primary research
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Advantages
Can be fast and inexpensive.
Surveys may reduce data entry errors.
Respondents may answer more honestlyand openly.
Disadvantages
Sample representativeness. Respondent authenticity.
Researchers are using online panels (Opt-in)to combat sampling and response problems.
Online Research Advantages &Disadvantages
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Other Technology-EnabledApproaches
Client-side Data Collection
Cookies
Use PC meter with panel of users to trackthe user clickstream.
Server-side Data Collection
Data log software
Real-time profiling tracks users movementsthrough a web site.
R l S D t C ll ti St
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Real-Space Data Collection, Storage,and Analysis
Offline data collection may be combined withonline data.
Transaction processing databases move datafrom other databases to a data warehouse.
Data collected can be analyzed to help makemarketing decisions.
Data Mining
Customer Profiling
Recency, Frequency, Monetary (RFM)Analysis
Report Generating