Implementing Interactive Marketing

Multichannel Marketing Management

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SEVEN CYCLES. ONE BIKE. YOURS.

21-2

CREATING CUSTOMER VALUE, RELATIONSHIPS, AND EXPERIENCES IN MARKETSPACE

CUSTOMER VALUE CREATION IN MARKETSPACE

Marketplace

Marketspace

• Form Utility

• Possession Utility

• Place & Time Utility

Trend in online shoppers in the U.S.

Trend in online retail sales revenue in the U.S.

CREATING CUSTOMER VALUE, RELATIONSHIPS, AND EXPERIENCES IN MARKETSPACE

INTERACTIVITY AND INDIVIDUALITY IN MARKETSPACE

Interactivity

Individuality

• Collaborative Filtering

Interactive Marketing

Choiceboard

M&Ms

CREATING CUSTOMER VALUE, RELATIONSHIPS, AND EXPERIENCES IN MARKETSPACE

INTERACTIVITY AND INDIVIDUALITY IN MARKETSPACE

Personalization

Permission Marketing

• Opt-Out

• Opt-In

21-7

Seven website design elements that drive customer experience

CREATING CUSTOMER VALUE, RELATIONSHIPS, AND EXPERIENCES IN MARKETSPACE

CREATING AN ONLINE EXPERIENCE

Customer Experience

• Content

• Context

Functional

Aesthetic

• Customization

CREATING CUSTOMER VALUE, RELATIONSHIPS, AND EXPERIENCES IN MARKETSPACE

CREATING AN ONLINE EXPERIENCE

• Communication

• Commerce

• Community

Customer Experience

• Connection

USING MARKETING DASHBOARDSSizing Up Site Stickiness at

Sewell Automotive Companies

Average Time Spent per Unique Monthly Visitor

= ×

Average TimeSpent per

Unique MonthlyVisitor (minutes)

Average Visits per Unique

Monthly Visitor

Average TimeSpent per

Visit (minutes)

ONLINE CONSUMER BEHAVIOR ANDMARKETING PRACTICE IN MARKETSPACE

WHO IS THE ONLINE CONSUMER?

Online Consumers

Online Consumer Lifestyle Segmentation

• Click-and-Mortar

• Hunter-Gatherers

• Brand Loyalists

• Time-Sensitive Materialists

• Hooked, Online, and Single

• Ebivalent Newbies

GOING ONLINEAre You a Roving Node or a Drifting Surfer?

MARKETING MATTERSMeet Today’s Internet Mom

ONLINE CONSUMER BEHAVIOR ANDMARKETING PRACTICE IN MARKETSPACE

WHAT ONLINE CONSUMERS BUY

Product Information

Audio/Video Demos

Digital Items

Unique Items

Convenience Items

Standardized Items

Estimated percentage of online retail sales by product/service category: 2010 and 2015

Trend in online retail sales revenue in the U.S.

The Threat Threshold for Physical Retailers

How Fast is Your Industry Moving Online?

Harvard Business Review December 2011

Scale:5 = High1 = Low

Online competition increases as online

prices, selection, convenience and customer trust

improve.

Why consumers shop and buy online

ONLINE CONSUMER BEHAVIOR ANDMARKETING PRACTICE IN MARKETSPACE

WHY CONSUMERS SHOP AND BUY ONLINE

Convenience

• Bots

• Offering Selection

Choice

• Choice Assistance

• Eight-Second Rule

ONLINE CONSUMER BEHAVIOR ANDMARKETING PRACTICE IN MARKETSPACE

WHY CONSUMERS SHOP AND BUY ONLINE

Communication

• Chat Rooms, Messaging, Social Networks

Customization

• Customerization

• Marketer-to-Consumer E-mails

• Consumer-to-Marketer Requests

ONLINE CONSUMER BEHAVIOR ANDMARKETING PRACTICE IN MARKETSPACE

WHY CONSUMERS SHOP AND BUY ONLINE

Communication

• Blog

• Spam

• CAN-SPAM Act

• Web Communities

ONLINE CONSUMER BEHAVIOR ANDMARKETING PRACTICE IN MARKETSPACE

WHY CONSUMERS SHOP AND BUY ONLINE

Communication

• Buzz

• Viral Marketing

Embed a Message

Create Compelling Content

Offer Incentives

ONLINE CONSUMER BEHAVIOR ANDMARKETING PRACTICE IN MARKETSPACE

WHY CONSUMERS SHOP AND BUY ONLINE

Cost

• Dynamic Pricing

• Cookies

Control

• Behavioral Targeting

MAKING RESPONSIBLE DECISIONSWho is Responsible for Internet Privacy and Security?

Truste

ONLINE CONSUMER BEHAVIOR ANDMARKETING PRACTICE IN MARKETSPACE

WHEN ONLINE CONSUMERS SHOP AND BUY

Monday - Friday

8:00 AM 5:00 PMto

CROSS-CHANNEL SHOPPERS AND MULTICHANNEL MARKETING

WHO IS THE CROSS-CHANNEL SHOPPER?

Cross-Channel Shopper

• Compare Products Among Retailers

• Obtain Information Not in Stores

• Reduce Trips to Multiple Retail Locations

CROSS-CHANNEL SHOPPERS AND MULTICHANNEL MARKETING

IMPLEMENTING MULTICHANNEL MARKETING

Transactional Websites

• Cannibalization

• Channel Conflict

Multichannel Marketing

CROSS-CHANNEL SHOPPERS AND MULTICHANNEL MARKETING

IMPLEMENTING MULTICHANNEL MARKETING

• Interactive Experiences

Promotional Websites

• Separate Websites forEach Brand

• Support TraditionalMarketing Channel

Implementing multichannel marketing with promotional websites

CROSS-CHANNEL SHOPPERS AND MULTICHANNEL MARKETING

IMPLEMENTING MULTICHANNEL MARKETING

IMC2 Brand Sustainability Map™

Search Engine Marketing

• Key Words

Search Engine Marketing

• Paid Search

• Structure of Websites

Search Engine Optimization

• Use of Trigger Words in Website Copy