Post on 09-Jan-2017
ACCOUNTING INFORMATION SYSTEM & E-COMMERCE
LECTURE 10 E-COMMERCE MARKETING & ADVERTISING CONCEPTSCHAPTER 6ByHabib Ullah QamarMSCS,MBA(HRM)
LEARNING OBJECTIVES Identify the key features of the Internet
audience. Discuss the basic concepts of consumer behavior
and purchasing decisions. Understand how consumers behave online. Identify and describe the basic digital commerce
marketing and advertising strategiesand tools.
Identify and describe the main technologies that support online marketing.
Understand the costs and benefits of online marketing communications
LET WE GUESS HOW MANY PEOPLE WATCH VIDEOS ONLINE? 187 Million USA in July 2013 22.5 hours per month Because this is where the eyeballs are, video
is an obvious advertising medium. And just in time: Internet users have learned
how to avoid traditional banner ads by instinctively moving their eyes to a different part of the screen.
CONSUMERS ONLINE: THE INTERNET AUDIENCE AND CONSUMER BEHAVIOR (B2C) Internet Traffic Patterns: The Online Consumer
Profile : The first principle of marketing and sales is “know thy customer.” Who is online, who shops online and why, and what do they buy? Intensity and scope of usage (Several studies also show
that a greater amount of time is being spent online by Internet users—over 2 hours a day)
Demographics and access (Up until 2000, single, white, young, college-educated males with high incomes dominated the Internet.)
Type of internet connection: broadband and mobile impacts
Community effects: social pollution in social networks
Consumer behavior models (Fig6.1)
CONSUMERS ONLINE: THE INTERNET AUDIENCE AND CONSUMER BEHAVIOR (B2C) Profiles of online consumers (Fig 6.2) The Online Purchasing Decision (Fig 6.3) Shoppers: Browsers And Buyers What consumers shop for and buy
online Intentional acts: how shoppers find
vendors online Trust, Utility, And Opportunism In Online
Markets
FIG 6.1 CONSUMER BEHAVIOR
FIG 6.2 ONLINE PURCHASING DECISION
THE CONSUMER DECISION PROCESS AND SUPPORTING COMMUNICATIONS
CONSUMER BEHAVIOR MODEL
DIGITAL COMMERCE MARKETING AND ADVERTISING STRATEGIES AND TOOLSInternet marketing has many similarities to,
and differences from, ordinary marketing. Strategic issues and questions
The five main elements of a comprehensive multi-channel marketing plan are:
Web site traditional online marketing social marketing mobile marketing and offline marketing. Table 6.3.
TABLE 6.3
DIGITAL COMMERCE MARKETING AND ADVERTISING STRATEGIES AND TOOLS The Web Site As A Marketing Platform:
Establishing The Customer Relationship Traditional Online Marketing And
Advertising Tools Search Engine Marketing And Advertising Search Engine Advertising Display Ad Marketing E-mail Marketing Affiliate Marketing Lead Generation Marketing Social, Mobile, And Local Marketing And
Advertising
DIGITAL COMMERCE MARKETING AND ADVERTISING STRATEGIES AND TOOLS Multi-channel marketing: integrating
online and offline marketing Other Online marketing strategies
customer retention strategies Personalization, One-to-One Marketing Versioning Free and Fermium
Dynamic Pricing and Flash Marketing Pricing strategies Long tail marketing
INTERNET MARKETING TECHNOLOGIES The revolution in internet marketing
technologies (Table 6.6) Web transaction logs Supplementing the logs: tracking files Databases, Data Warehouses, Data
Mining, And Big Data Customer Relationship Management
(CRMm) Systems
UNDERSTANDING THE COSTS AND BENEFITS OFONLINE MARKETING COMMUNICATIONS ‘Online marketing communications still
comprise only a small part of the total marketing communications universe.
While there are several reasons whythis is the case, two of the main ones are concerns about
How well online advertisingreally works?
How to adequately measure the costs and benefits of online advertising?
UNDERSTANDING THE COSTS AND BENEFITS OFONLINE MARKETING COMMUNICATIONS Online marketing metrics: Lexicon
UNDERSTANDING THE COSTS AND BENEFITS OFONLINE MARKETING COMMUNICATIONS Online marketing metrics: Lexicon How well does online advertising work?
What is the most effective kind of online advertising? How does online advertising compare to offline advertising? The answers depend on the goals of the campaign, the nature of the product, and the quality of the Web site you direct customers toward. The answers also depend on what you measure.
The costs of online advertising most online ads were sold on a barter or cost
per thousand (CPM) impressions basis Today, other pricing models have developed,
including cost per click (CPC), A Prenegotiated fee for each click an ad receives;
cost per action (CPA).
UNDERSTANDING THE COSTS AND BENEFITS OFONLINE MARKETING COMMUNICATIONS
WEB ANALYTICS: SOFTWARE FOR MEASURING ONLINE MARKETING RESULTS Web analytics is a software package that
collects, stores, analyzes, and graphically presents data on each of the stages in the conversion of shoppers to customers process on e-commerce sites.
RESOURCES E-Commerce by Kenneth C. Loudon, Carol
Traver : 2014 version : Chapter 6 www.Wikipedia.org http://theITeducation.com/ http://slideshare.net/habibullahqamar/
THANK YOU