Académique Documents
Professionnel Documents
Culture Documents
Principles of Marketing
Learning Objectives
After studying this chapter, you should be able to:
1.
Define direct marketing and discuss its
benefits to customers and companies
2.
Identify and discuss the major forms of direct
marketing
3.
Explain how companies have responded to the
Internet and other powerful new technologies
with online marketing strategies
4.
Discuss how companies go about conducting
online marketing to profitably deliver more
value to customers
5.
Overview the public policy and ethical issues
presented by direct marketing
17-2
Chapter Outline
1.
2.
3.
4.
5.
6.
7.
17-3
No intermediaries
An element of the promotion mix
Fastest-growing form of marketing
17-4
Convenience
Ready access to many products
Access to comparative information
about companies, products, and
competitors
Interactive and immediate
17-5
17-7
Personalized
Easy-to-measure results
Costs more than mass media
Provides better results than mass media
17-10
Unlimited amount of
merchandise
Real-time merchandising
Interactive content
Promotional features
Challenges of Web-based
catalogs
Require marketing
Difficulties in attracting
new customers
17-11
Purchasing
convenience
Increased product
service and
information
Challenges of Web-based
catalogs
Unsolicited outbound
telephone marketing
Do-Not-Call Registry
17-13
17-14
17-15
Podcasts
Vodcasts
Interactive TV
17-16
Ring-tone giveaways
Mobile games
Ad-supported content
17-17
17-18
17-19
Online Marketing
Marketing and the Internet
Internet is a vast public web of computer
networks that connects users of all
types around the world to each other
and to a large information repository
17-20
Online Marketing
Online Marketing Domains
17-21
Online Marketing
Online Marketing Domains
Business to consumer (B2C) involves
selling goods and services online to final
consumers
Business to business (B2B) involves
selling goods and services, providing
information online to businesses, and
building customer relationships
17-22
Online Marketing
Online Marketing Domains
Consumer to consumer (C2C) occurs on
the Web between interested parties
over a wide range of products and
subjects
Blogs
Online Marketing
Online Marketing Domains
Consumer to business (C2B) involves
consumers communicating with
companies to send suggestions and
questions via company Web sites
17-24
Online Marketing
Types of Online Marketers
Click-only marketers
Click-and-mortar marketers
17-25
Online Marketing
Types of Online Marketers
Click-only marketers operate only online
without any brick and mortar presence
E-tailers
Transaction sites
Content sites
17-26
Online Marketing
Types of Online Marketers
E-tailers are dot coms that sell products and
services directly to final buyers via the Internet
Amazon
Expedia
Search engines and portals are ports of entry
to the Internet
Yahoo!
Google
17-27
Online Marketing
Types of Online Marketers
Internet service providers (ISP) provide
Internet connections for a fee
AOL
Earthlink
Shopping or price comparison sites
provide product and price comparison
information
Yahoo! shopping
17-28
Online Marketing
Types of Online Marketers
Transaction sites take commissions for
transactions on their sites
eBay
Content sites provide financial, news,
research, and other information
ESPN.com
17-29
Online Marketing
Types of Online Marketers
Click-and-mortar companies are brick-and-mortar
companies with an online presence
Advantages of click and mortar companies include:
Industry knowledge
Reputation
Online Marketing
Setting Up an Online Presence
Creating a Web site requires
designing an attractive site and
developing ways to get
consumers to visit the site, remain
on the site, and return to the site
17-31
Online Marketing
Setting Up an Online Presence
Types of sites
17-32
Online Marketing
Setting up an Online Presence
Corporate Web site is designed to build
customer goodwill and to supplement
other channels, rather than to sell the
companys products directly to:
Provide information
Create excitement
Build relationships
17-33
Online Marketing
Setting Up an Online Presence
Marketing Web site is designed to
engage consumers in interaction that
will move them closer to a direct
purchase or other marketing outcome
17-34
Online Marketing
Designing Effective Web Sites
To attract visitors, companies must:
Online Marketing
Designing Effective Web Sites
The seven Cs of effective Web site design
1.
Context
2.
Content
3.
Community
4.
Customization
5.
Communication
6.
Connection
7.
Commerce
17-36
Online Marketing
Designing Effective Web Sites
Context is the sites layout
Content is the sites pictures, sound, and
video
Community is the sites means to enable
user-to-user communication
Customization is the sites ability to tailor
itself to different users or to allow users to
personalize the site
17-37
Online Marketing
Designing Effective Web Sites
Communication is the way the site
enables user-to-user, user-to-site, or
two-way communication
Connection is the degree that the site is
lined to other sites
Commerce is the sites capabilities to
enable commercial transactions
17-38
Online Marketing
Designing Effective Web Sites
The eighth C
To keep customers coming back, the site
needs to constantly change
17-39
Online Marketing
Placing Ads and Promotions Online
Forms of online advertising
Display ads
Search-related ads
Online classifieds
17-40
Online Marketing
Placing Ads and Promotions Online
Display ads
Online Marketing
Placing Ads and Promotions Online
Search-related ads are ads in which
text-based ads and links appear
alongside search engine results on
sites such as Google and Yahoo! and
are effective in linking consumers to
other forms of online promotion
17-42
Online Marketing
Placing Ads and Promotions Online
Other forms of online promotion
include:
Content sponsorships
Alliances
Affiliate programs
Viral advertising
17-43
Online Marketing
Placing Ads and Promotions Online
Content sponsorships provide companies with
name exposure through the sponsorship of
special content such as news or financial
information
Alliances and affiliate programs are relationships
where online companies promote each other
Viral marketing is the Internet version of word-ofmouth marketing and involves the creation of a
Web site, an e-mail message, or another
marketing event that customers pass along to
friends
17-44
Online Marketing
The Future of Online Advertising
Online advertising provides a useful
purpose as a supplement to other
marketing efforts and is playing an
increasingly important role in the
marketing mix
17-45
Online Marketing
Creating or Participating in Web Communities
Web communities allow members to
congregate online and exchange views
on issues of common interest
iVillage.com
MyFamily.com
17-46
Online Marketing
Using E-mail
Marketers are developing enriched
messages that include animation,
interactivity, and personal messages
with streaming audio and video to
compete with the cluttered e-mail
environment
17-47
17-48
17-49
Sale of databases
Microsoft
17-51
17-52
The End