INTERNET MARKETING : INTEGRATING ONLINE AND OFFLINE STRATEGIES
INTERNET MARKETING : INTEGRATING ONLINE AND OFFLINE STRATEGIES Chapter 5 Understanding the Internet...
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Transcript of INTERNET MARKETING : INTEGRATING ONLINE AND OFFLINE STRATEGIES Chapter 5 Understanding the Internet...
INTERNET MARKETING:INTEGRATING ONLINE AND OFFLINE STRATEGIES
Chapter 5
Understanding the Internet Consumer
Internet Marketing: Integrating Online and Offline Strategies Copyright 2008 Atomic Dog/Thomson Publishing
3
Internet Consumer Behavior Challenge
• “Democratization” of Internet
• Active Involvement of Customers Content on Demand, User-Created Content,
and Much More
• Statistics Change Daily Sources of Current Data Crucial
Internet Marketing: Integrating Online and Offline Strategies Copyright 2008 Atomic Dog/Thomson Publishing
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CONSUMER BEHAVIOR ON THE NET
Internet Marketing: Integrating Online and Offline Strategies Copyright 2008 Atomic Dog/Thomson Publishing
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CONSUMER SATISFACTION AND LOYALTYTHE ACSI MODEL
Figure 5-4
Internet Marketing: Integrating Online and Offline Strategies Copyright 2008 Atomic Dog/Thomson Publishing
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THE DIGITAL DIVIDE IS CLOSING
Difference in Quality of Access Remains
Internet Marketing: Integrating Online and Offline Strategies Copyright 2008 Atomic Dog/Thomson Publishing
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SOME OF THE BEST DATA SOURCES
Internet Marketing: Integrating Online and Offline Strategies Copyright 2008 Atomic Dog/Thomson Publishing
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ALSO A CONTENT AGGREGATOR
Internet Marketing: Integrating Online and Offline Strategies Copyright 2008 Atomic Dog/Thomson Publishing
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ACQUIRED INT’L SITES, BUT. . .
Stats not reliably updated
Internet Marketing: Integrating Online and Offline Strategies Copyright 2008 Atomic Dog/Thomson Publishing
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DETAILED, UPDATED DATA
Internet Marketing: Integrating Online and Offline Strategies Copyright 2008 Atomic Dog/Thomson Publishing
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FREE WEBSITE DATA
Internet Marketing: Integrating Online and Offline Strategies Copyright 2008 Atomic Dog/Thomson Publishing
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Capturing and Using
Online Data
Internet Marketing: Integrating Online and Offline Strategies Copyright 2008 Atomic Dog/Thomson Publishing
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MODEL OF ONLINE DATA FLOWS
Internet Marketing: Integrating Online and Offline Strategies Copyright 2008 Atomic Dog/Thomson Publishing
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TWO SOURCES OF DATA
• Conventional Marketing Research
• Online Data Capture
Third-Party Data (Mostly Purchased)
Captured On Site/From Marketing Programs
What is the Role/Importance of Each?
Internet Marketing: Integrating Online and Offline Strategies Copyright 2008 Atomic Dog/Thomson Publishing
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MARKETING RESEARCH ON WEB
Both Qualitative and Quantitative
• Faster
• Cheaper
• Quality Equivalent Often Need to Include Non-Internet Users Ensure that Respondent is Sample Member
Internet Marketing: Integrating Online and Offline Strategies Copyright 2008 Atomic Dog/Thomson Publishing
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POLLS AND SURVEYS
Internet Marketing: Integrating Online and Offline Strategies Copyright 2008 Atomic Dog/Thomson Publishing
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POLLS AND SURVEYS
Internet Marketing: Integrating Online and Offline Strategies Copyright 2008 Atomic Dog/Thomson Publishing
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PANELS ARE IMPORTANT
• Many Members
• Researchers Can Draw Specialized Samples
• Managed Online
• Can Collect Longitudinal Data
Internet Marketing: Integrating Online and Offline Strategies Copyright 2008 Atomic Dog/Thomson Publishing
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AN ONLINE PANEL
http://www.harrispollonline.com/
Internet Marketing: Integrating Online and Offline Strategies Copyright 2008 Atomic Dog/Thomson Publishing
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ONLINE DATA CAPTURE
• From Third Party Suppliers Pew Internet and American Life Project
and Nielsen//NetRatings - Two Examples
• Data Captured On Website Site Usage Data Customer Transactions Data
Internet Marketing: Integrating Online and Offline Strategies Copyright 2008 Atomic Dog/Thomson Publishing
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SITE USAGE DATA
Enewsletter drop
Internet Marketing: Integrating Online and Offline Strategies Copyright 2008 Atomic Dog/Thomson Publishing
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OTHER DATABASE BUILDING
http://accesscontrol.gaorfid.com/
Internet Marketing: Integrating Online and Offline Strategies Copyright 2008 Atomic Dog/Thomson Publishing
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THE eBAY COMMUNITY
Monitoring User Communications/FeedbackFigure 5-7
Internet Marketing: Integrating Online and Offline Strategies Copyright 2008 Atomic Dog/Thomson Publishing
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COMPLEX PRODUCT DEVELOPMENT RESEARCH
Internet Marketing: Integrating Online and Offline Strategies Copyright 2008 Atomic Dog/Thomson Publishing
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COMPLEX PRODUCT DEVELOPMENT RESEARCH – AN EXAMPLE
Internet Marketing: Integrating Online and Offline Strategies Copyright 2008 Atomic Dog/Thomson Publishing
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TECHNIQUE PREDICTS MARKET SHARE
Internet Marketing: Integrating Online and Offline Strategies Copyright 2008 Atomic Dog/Thomson Publishing
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DATABASE IS HUB
TRANSACTIONAL DATA
MARKETING RESEARCH DATA
FIRSTTo Understand Reasons Why
DATABASE IS REPOSITORY FOR ALL
Internet Marketing: Integrating Online and Offline Strategies Copyright 2008 Atomic Dog/Thomson Publishing
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SUMMARY
• Internet Consumer Behavior Needs to be Understood in its Interactive Context
• Much Valuable External Secondary Data Timely; Much is Free Only Way to Keep Up with Change
• Traditional Marketing Research Moving Quickly Onto the Web
• Transactions and Customer Communications Data Build Customer Databases
• Creative Use of Interactive Data Collection Will Drive More Developments Important to Marketers