Digital marketing

T12 Social advertising

- Personal profiles: social network contain personal profile data, include member's name, image, demographic info (age, gender, location of residence), interests, status, membership groups. These data freely shared and usable by marketers to customize their adv - Eg: if a FB user watched a particular video and liked it, a social ad would be populated with this info The ad is then presented to FB frz that he or she selected to view it, thus share his or her excitement about video - A social ad include interactive features such as polling, votes, sharing, other type of engagement with the ad

T6 New prod strategies for emarketing 6 categories of new prod strategies

- discontinuous innovations are new-to-world product - new product line: new product in diff category for existing brand name - additions to existing product lines - improvement of existing prod - repositioned prod: current prod that are targeted to diff markets or promoted for new uses - me-too lower-cost prod: introduced to compete with existing brands by offering a price adv

T5 Targeting online Cust

- e marketers select targeting strategy - to be attractive, an online segment must be accessible through internet, be sizable and growing, hold high potential for profit - companies need to decide which target to serve online, which in-brick and-mortar location, which via catalog- mailing - Internet well suited for two targeting strategies 1) Niche marketing: occurs when company select one segmet, develop one or more marketing mixes, meet segment needs 2) micromarketing: known as individual targeting, occurs when company tailors all or part of marketing mix to small number of people

T5 Geographic segmentation

- most companies target specific cities, regions, states, countries with prod offerings - even largest global companies usually develop multisegmented strategies based on geographic - product distribution strategy is driving force behind geographic segmentation - companies will only sell to geographic areas where they can provide their service, follow up customer assistance in appropriate language - before org decide to use internet channel, it must examine proportion of internet users in selected geographic targets

T7 Buyer view Real cost Bad, and Good

- today buyer sharp to identify simple dollar cost of a prod sold online - seller price may or may not include shipping, tax, and other hidden elements in sense tat these costs often not revealed online until last screen of shopping experience - these prices fairly clear yet complex to understand, and burden is on consumer to understand his or her needs, translate those into best price - hence, buyer cost include time, energy, psychic costs on top of monetary costs -sometimes, internet slow, info hard to find, other tech problem cause user spend more time and energy, thus frustrated - buyers want to find lowest prices online, but the search adds to time cost In contrast, buyers enjoy many online cost savings 1) convenience. - It is open 24/7 so that users can research, shop, consume entertainment, or otherwise use the Web's offerings anytime, anywhere, and on any device. 2) One-stop shopping - Customers can buy a variety of product from the online marketplace. 3) Self-service - Customers can track shipments, pay bills, trade securities, check account balances, and handle many other activities.

T6 Product benefits

1) Attributes - prod attribute include overall quality and specific features -prod features include elements as color, taste, style, size, online speed of service, ability to connect and personalize - benefits: same features ffrom user perspective 2) branding - brand includes a name ( Mercedes-Benz), symbol (Silver circle with 3-pointed star in center) - much more than graphic and verbal representation in marketing materials ( Promise to Cust, beliefs in market mind about what brand delivers, relationship bet buyer and brand, sum of all Cust touchpoints experiences, generates trust in Cust that brand will deliver on promise, ) 3) brand rel and social media - internet can assist org in moving Cust up the pyramid, difficult control brand images bcoz internet users often receive brand images about brand from sources that company has not planned and managed - marketers monitor the Web for brand info, do their best shape brand images using every available tool, including IT - when using Internet, company must ensure online messages and employee emails convey consistent positive brand image with messages from all other contact points - explosion of social media sites escalated brand rel process with peer2peer comm Abt brands - 3 roles of social media in branding (Build trust through social media rel with consumers, differentiate brand in social media enhance emotional connection, nurture consumer in social media build brand loyalty)

T7 Is the internet an inefficient market? (BTS DD)

1) Branding: In spite of the rapid increase in the variety of products, a brand is still a sought after benefit. The most highly recognized and preferred branded websites get most of the traffic. Consumers will show a preference for brand when using online services, such as search engines. Many consumers will pick a well-known merchant brand from the search results even if that brand does not offer the lowest price. 2) Time-sensitive shoppers: These shoppers may not wish to invest the time and energy required to track down the best price. Also, some sites may be so complex that consumers need more time to navigate and complete the transaction. 5) Switching costs: Customers face switching costs when they choose a different online retailer. Some customers are not willing to incur those costs and, thus, stick with a familiar online retailer. If a frequent Lazada customer changes to Shopee, he or she loses access to a familiar interface, personalized recommendations and so on. 2) Differentiation: One result of strong branding is perceived or real product differentiation, which enables marketers to price their products differently. 4) Delivery options: The same product delivered under different conditions (time and place) may have considerably different value to the consumer.

DIFF T12 Contextual advertising

- Ad servers maintain an inventory of display ads from clients and serve them into websites as appropriate users are viewing particular pages - occurs when an ad system scans a webpage for content and serves an appropriate ad. - a good microsegmentation approach for marketers and good for users who will receive relevant ads at precise moment they want info - tends to yield high-click through rates bcoz ads are relevant to user needs

T12 Behavioral advertising

- another form of contextual adv, but follows user behavior instead of webpage content - one behavioral adv approach is called remarketing - tactic involves communicating with users who previously visited a website - adv networks track user click beh, through cookie files, then present ads to user based on their previous beh

T5 Demographics segmentation

- divide market into segment based on variable such as age, life cycle stage, gender, income, occupation, edu, religion, ethnicity, generation

Tut10 how companies generate revenue from mobile apps (SPF AI L)

1) subscription model - apps offers access to content based on monthly fee Eg: Spotify, Netflix 2) paid app - a fee required for purchase of app 3) freemium - combination of "free" and premium where companies offer basic products for free and provided upgraded services for a price Eg: Cloud like Google Drive or iCloud 4) Ad-Supported apps: - typically free to use but generate revenue through serving of targeted ads 5) In-app purchases - fee paid for additional features, content or upgrades Eg: Candy crush 6) lite versions - apps is free or sold at low prices, do not include all features of full apps version

T9 Integrated Marketing Communication (IMC) ▪ A four-step process

A four-step process that is good for any marketing communication campaign includes: • Setting clear and measurable objectives and strategies. • Understanding the audience motivations and behavior, especially in social media. • Develop a creative approach appropriate for the brand in one or more platforms (earned, paid, or owned media). • Define success metrics

T5 Interest communities adv and disadv

Adv Company can present products and controlled messages customized to group interest Company can learn about customer prob and suggestions Disadv - take lot of time to participate in and monitor social media and other online communities - negative prod postings and unfiltered messages

Tut9 10types online communities ABCEEE SSST

Advocacy communities - non profit community form influence public opinion Eg: environment( global warming, flood reduce carbon footprint) 1) brand communities - official Apple Support Community 2) consumer communities Consumer post products review and discuss their product experience 3) entertainment communities - people join for multiplayer online gaming Eg-PUBG, mobile legends 4) Education community - form around particular edu discipline 5) employee communities 6) special topics community - some site exists purely for user chat and bulletin board posting on a narrow topic of interest Eg: husky, PhD 7) social networking community - user joins and visit communities to meet others (Linkedln) 8) scheduled event community - formed for a one-time event Eg: marathon, concert 9) trading community - users exchange goods and services Eg: Facebook Marketplace, eBay

T10 Paid Media Formats Classified Ads

Classified Ads ▪ Classified ads are placed both by individual consumers and by companies. ▪ These usually use text, but may also include photos. ▪ The ads are grouped according to classification (e.g., cars and rentals) and tend to be an inexpensive format. ▪ Classified ads can be found on dedicated sites (e.g., craigslist.org) as well as online newspapers, exchanges, and Web portals. ▪ In many cases, posting regular-size classified ads is free, but placing them in a larger size, in colour, or with some other noticeable features is done for a fee.

T5 Differentiation online

Differentiation: what a company does to product to convince market product has specific advantages Company can differentiate it's offering along many dimensions (Product innovation, service differentiation, personnel differentiation, image diff, channel diff, mass customization, crm

DIFF T10 Paid Media Formats Display Ads

Display Ads ▪ Online display ads are embedded in webpages, allowing users to click through to the advertiser's site and can include text, graphics, and animation. ▪ These ads usually contain more graphics and white space than text, and include traditional banners and many additional sizes. ▪ It is important to have standardized formats so that website owners renting ad space and advertisers purchasing it can easily agree on the space and creative requirements. ▪ It helps companies to create a standard ad for use on many sites, versus having to make many different versions, and it helps the media design pages that allow for insertion of standard ad sizes

T10 Social Media Advertising

Facebook ▪ Advertisers can reach over 2 billion monthly active members by advertising on Facebook. ▪ However, most advertisers prefer more narrow targeting to reach their well-defined markets. ▪ In January 2011, Facebook added an interesting feature called sponsored story which integrates social endorsement into ads. ▪ This is a great tactic because a Facebook user's friends are likely in the same target market for any particular product. ▪ When users "checked into" a place or "like it," their friends will see it on their newsfeed. Instagram ▪ Advertisers can pay to promote sponsored posts in a user's feed or story on Instagram. ▪ Such ads can include a picture or a video with a button to click for further action. LinkedIn ▪ LinkedIn is great for advertising to narrowly targeted business professionals. ▪ Advertisers can use LinkedIn Advertising to target by job title, industry seniority, geographic location, and more

DIFF T4 What to do accommodate experiential shoppers

Flow theory - experience orientated shoppers focus more on having fun, bargain hunting, or just surfing find smthg neww - when people are in state of flow, they feel deep enjoyment, happiness, exhilaration - primary antecedent of flow is congruency between skills, challenges, focused attention - richness of media, interactivity, involvement determine level of focused attention - according to flow theory, consumers enjoy browsing attractive content and immerse themselves in interaction - positive feelings and time distortion keep consumer attention and increase length of exposure to stimuli - after internally processing these stimuli, consumers experience a strong desire, and perform desired action - thus, e-marketers can accommodate consumers by making browsing experience more fun, offering bargains, updating site regularly - this could include flash games, streaming video, coupons, daily news, online deals

T8 Online Retailing M-Commerce

M-Commerce ▪ Mobile commerce is a subset of e-commerce which occurs when consumers make a transaction with a smartphone or other mobile device. ▪ Mobile user purchases include ordering products from websites (including tickets, services, and more), paying for online content (such as apps or music), online banking, and more.

DIFF T6 E marketing enhanced product development

New product strategies for E marketing - many new products such as YouTube were introduced by "one-pony" firms, built around company first successful product - other org, such as Apple, added internet products to alr successful product mix (apple music) - companies will select one or more product mix strategies to integrate hot product ideas for internet - selection of strategies based on marketing obj And other factors such as strength of current brand names, resource availability, competitive entries

T4 Consumer behavior online

Offline buying behavior apply to online marketing such as - consumer experience all or many buying process steps: need identification, info search, alternative evaluation, purchase, and post-purchase activities - consumer go through a hierarchy of effects model - first aware of product or brand, then developing and attitude - marketers often use AIDA model to entice buyers: attention, interest, desire, action - word of mouth used when people share Thier product experience with others

DIFF T8 E-Business Models Infomediary

X) An infomediary is an online organization that aggregates and distributes information, acting as a personal agent for Web users. ▪ One form of infomediary is a market research firm. ▪ Sometimes, the infomediary compensates the consumer for sharing information. ▪ The original idea behind the infomediary model was to give consumers more control over how they receive marketing messages. X) The benefit to the infomediary is that the consumer information increases the value of its ad inventory. X) The benefit to advertisers is that they can market to a highly targeted audience that has expressly opted into the system.

DIFF T10 Paid Media Formats

▪ Anything goes with paid media online; from text (a sentence to pages of story) and hyperlinks to graphics, sound, and video. ▪ Many of these ads also have interactive capability where it allow action between consumers and producers. ▪ This occurs when the advertiser provides a link, game or direct purchase shopping cart within the ad and consumer can click on the ad to activate a drop down menu or interactive feature.

Tut10 How companies create cust value online

Cust value= benefits - costs 1) companies take note tat it involves entire prod experience It starts with customers first awareness of prod, continues at all Cust touch points include website experience and email from a firm End with actual prod usage and post purchase Cust service 2) companies take note value defined wholly by mental beliefs and attitudes held by cust. Company has to ensure Cust have right perception towards company value proposition 3) take note value involves Cust expectations. Company has to ensure actual product experience exceeds Cust expectations to develop satisfaction 4) take note value is applied at all price levels

T13 CRM, CEM, CCM

Customer relationship mgmt - process of targeting, acquiring, transacting, servicing, retaining, building long-term rel wif cust that add value both to org and cust - based on data, info, cust insight, knowledge Customer experience mgmt - represents discipline, methodology, process used to comprehensively manage a cust cross-channel exposure, interaction and transaction wif company, prod, brand, service Customer collaboration mgmt - strategy to engage cust in rel-building conversation, through social media CRM focuses more on internal processes to maximize cust value in long term whereas CEM emphasize on cust expectations and touch point satisfaction or dissatisfaction In contrast, CCM controlled by cust but monitored and directed by companies whenever possible, grew from social media explosion CCM is content, people, interaction driven, while CRM and CEM is data driven

Tut11 Rules company follows engage with users of social networking sites

- add attention for getting content to timeline Eg: videos, event announcement, status updates, consumer uploaded contents - include compelling activities like game, contests - update the page often so fans will return frequently, but keep consistent to brand image - post frequently yo maintain conversation with fans, being social and fun, make brand likable - listen carefully to comment tat help brand improve - use social networking platforms analytics to monitor page and app activity. From info obtained, keep improving content, so it's more engaging

T7 Seller View (Internal Factors) (Marketing Mix Strategy)

Internal Factors (Marketing Mix Strategy) • Successful companies use an integrated and consistent marketing mix strategy. • Marketers pay careful attention to related statistics so that they know how to integrate promotional channels (e.g., the Web, social media, offline media and other marketing communication) with pricing tactics and offline retailing. - The internet is only one sales channel and must be used together with other marketing mix elements. • Marketing managers carefully consider how to price the same product for sale in both online and offline channels

Tut11 Multichannel marketing and Omnichannel shopping

Multichannel marketing - use of more than one sales channel to reach Cust Eg: store, web, mobile, social media, traditional phone Omnichannel - shopper perspective of multichannel marketing - consumer research online before visiting a physical store - consumers in physical store use a smartphone research a prod and do price comparisons - consumer seek opinions a prod in social media while in a physical store Eg: sick cat recommend from online when in a physical veteran store - consumers purchase online and pick up prod in physical store Eg: KFC introduce this concept during COVID-19, set store pickup at certain time: Xtra points, no delivery fees Order - mobile apps, online website, food delivery sys - pick up in store

DIFF T9 Natural Search & Vertical search

Natural Search ▪ Natural search is a search marketing strategy involving optimizing a website so it will appear as close to the first search engine results page as possible (sometimes called "organic search"). ▪ There are many ways for a site to push itself to the first page of the search result. • Keywords: The words users type into the search query box to find what they seek. When websites are optimized in both their (1) content and (2) HTML meta tags that hold keywords, it will make it easy for search engines to know how to categorize the site and to provide a relevant match when users actually type in those keywords. Vertical Search ▪ Vertical search is site-specific search on very specialized topics, such as travel, online retailers, or books (e.g., LinkedIn, TripAdvisor, Goodreads). ▪ Vertical search is attractive to users because it helps them find what they are looking for quicker compared to a general search

T10 Paid Media

Paid media are channels that are paid by an organization to carry its promotional messages. ▪ Paid media can engage target markets, moving them to owned media and resulting in social media conversation (earned media). ▪ The key is difference between owned and paid media is exchange. ▪ If a firm pays money or barters with goods for space to put the marketing message it creates, the content is considered paid media.

T4 Exchange internet outcomes

People do six basic things online (LET CCG) Learn ( news, weather, other) Enjoy ( entertainment purposes such as playing online games) Trade( research product service, buy and sell things online) Connect( interact, connect, socialize with others) Create ( develop and upload content) Give (donation, professional advice, others)

T9 Search Engine Optimization

Search engine optimization (SEO) is the process of maximizing the number of visitors to a Web or social media site by ensuring that either: • the site name and links appear high on a search engine results page for appropriate keywords • ads on search engine sites get a high click-through rate ▪ This reflects two types of SEO: • Natural search (also called organic search) • Paid search (next lecture ▪ Search marketing is a complex art and science that combines the intricacies of human behavior, linguistic preferences, marketing techniques, analytics, website usability, and technology to drive qualified visitors to a website and convert them into customers ▪ Search engines are reputation aggregators—websites that rank other websites, products, retailers, or other content according to a rating system.

T11 Engaging Individuals to Produce Earned Media Techniques for engaging users?

Techniques for engaging users? ▪ Most social media, many websites and mobile apps provide space and tools for earned media content. 1) Viral marketing: Viral marketing can be delivered by offline word-of- mouth or online when users share links and/or multimedia content to others. 2) Location-based services: It is based on knowing where customers are located via a global positioning system (GPS) chip in their smartphones. A basic idea is that users who have a GPS-enabled smartphone can let their friends know their location by checking in. 3) Forum/discussion sites. ‒ Social media: These platforms are full of comments from users, and many relate to products, companies, and brands. Also, users share images and videos onto their social media. ‒ Community: Online forums, also called bulletin boards, are areas where users can post e-mail messages on selected topics for other users to read (e.g., quora, reddit).

T12 CRM Benefits

The benefits of CRM include: • Increased revenue from better prospect targeting. • Increased wallet share with current customers. • Retaining customers for longer periods of time. • Decrease costs, resulting in greater profitability. • Manage the company's reputation on social media. • Understand their customers better and use this knowledge to build loyalty and optimize lifetime value.

T9 Traditional Marketing Communication Tools

The five key marketing communication tools which are also called the promotion mix includes: • Advertising • Public Relations • Sales Promotion • Direct Marketing • Personal Selling They have been used for decades in traditional media (such as television, radio, magazines, newspapers, and outdoor spaces), but social media opportunities are really pushing marketers to redefine these tools.

DIFF T10 Mobile Advertising

The following are mobile advertising formats available to marketers: • Paid search: Advertisers can buy keywords that appear as sponsored links on mobile search engine results pages. • Display ads: Users pull content from mobile websites and banners, flash, or other types of ad formats come along for the ride. • Full screen takeovers: Some mobile ads can take over the entire screen either when the user is using a mobile Web browser or app. • Apps. The iPhone and iPad put mobile apps on the map. Advertisers can use apps as a sampling for products (freemium model), or they can send ads with an application to offset the user's free purchase price. • Voice: Increasing popularity due to the growth of mobile music streaming services such as Spotify

T8 Distribution Channel Length and Functions

Transactional Functions 1) Contact with Buyers • The internet provides a new channel for making contact with buyers. • The internet channel adds value to the contact process in several ways: ‒ Contact can be customized to the buyer's needs. ‒ The internet provides a wide range of referral sources such as search engines, shopping agents, social networks, e-mail, webpages, and affiliate programs. ‒ The internet is always open for business, 24 hours a day, 7 days a week. 2) Marketing Communications • Encompasses advertising and other types of product promotion. • The internet adds value to the marketing communications function in several ways: ‒ Functions that previously required manual labour can be automated. ‒ Communications can be closely monitored and altered minute by minute. ‒ Enhances promotional coordination among intermediaries 3) Matching Product to Buyer's Needs • Collaborative filtering agents can predict consumer preferences based on past purchase behavior. 4) Negotiating Price • Involves offers and counteroffers between buyer and seller. • Online shopping agents implicitly negotiate prices downward on behalf of the consumer by listing companies in order of best price first.

T8 Distribution channel

composed of: 1) Producers: Manufacturers and their suppliers, or originators of the product or service. 2) Buyers: Consumers or users of the product or service. 3) Intermediaries: Firms that match buyers and sellers and mediate the transactions among them. ‒ Wholesalers buy products from the manufacturer and resell them to retailers. ‒ Retailers buy products from manufacturers or wholesalers and sell them to consumers. ‒ Brokers facilitate transactions between buyers and sellers without representing either party. ‒ Agents usually represent either the buyer or seller, depending on who hires and pays them.

T7 Seller View External Factors ▪ Market Structure Buyer, seller, product, prices

• The seller's ability to set prices varies with different types of markets: ‒ Pure competition: This market consists of many buyers and sellers trading in homogenous product. Product differentiation and marketing communication play little or no role, so sellers in these markets do not spend much time on marketing strategy (e.g., music purchase and downloads on iTunes or Apple Music). ‒ Monopolistic competition: This market consists of many buyers and sellers who trade over a range of prices rather than a single market price. A range of prices occurs because sellers can differentiate their offers to buyers (e.g., online university courses). ‒ Oligopolistic competition: This market consists of a few sellers who are highly sensitive to each other's pricing and marketing strategies (e.g., online travel agents). ‒ Pure monopoly: This market consists of one seller whose prices are usually regulated by the government (e.g., KTMB).

T8 E-Business Models Intermediary

1) Brokerage • The broker creates a market in which buyers and sellers negotiate and complete transactions. • Brokers typically charge the seller and/or buyer a transaction fee, but they don't represent either party for providing exchange and negotiation services. • Brokers provide many value-added services to help attract customers and facilitate transactions 2) Agent • Agents represent either the buyer or the seller, depending on who pays their fee. • Purchasing agents: They represent any number of buyers. Shopping agents help individual buyers obtain the prices they want, while buyer cooperatives pool buyers for larger volume buys and, thus, lower prices. • Selling agents: They represent a single organization, helping it sell its products; these agents normally work for a commission (e.g., iTworld). X) Manufacturer's agents: represent many sellers on one website (e.g., Expedia). Virtual malls / marketplaces are also under this category (e.g., Lazada, Amazon).

T7 PRICING STRATEGIES - fIXED PRICING

1) Fixed Pricing Sellers set the price and buyers must take it or leave it. • Price leadership: A price leader is the lowest-priced product entry in a particular category. • Promotional pricing: Many online retailers have turned to promotional pricing to encourage a first purchase, encourage repeat business, and close a sale. • Freemium pricing: A combination of "free" and "premium," where companies offer a basic product for free and then provide upgraded versions for a price.

T7 Seller View (Internal Factors) Information Technology Affects Costs 1) Upward pressure on prices. 2) Downward pressure on prices.

1) Upward pressure on prices. ‒ Affiliate programs: Many websites pay a commission on referrals (intermediary costs) has the effect of inflating the price of the item or lowering company profits ‒ Online customer service: A competitive necessity as customers now expect firms to reply promptly, provide thorough help and FAQ functions online. ‒ Site development and maintenance. ‒ Customer acquisition costs 2) Downward pressure on prices. ‒ Order processing (self-service): Because customers fill out their own order forms, firms save the expense of order entry personnel and paper processing. ‒ Just-in-time inventory: Some manufacturers use electronic data interchange (EDI) to drive down costs in the digital channel by coordinating value-chain activities and allowing for just-in-time (JIT) delivery of parts and reduced inventories. ‒ Overhead: Companies do not have to pay rent and other related costs (e.g., utilities) for an online storefront. ‒ Automation: Companies save by automating some customer service functions that were formerly performed by employees (e.g., chatbots, FAQs). ‒ Printing and mailing: Elimination of physical catalogs, posters, and mails. ‒ Digital product distribution costs: Digital music and video.

T5 psychographic segmentation

1) User psychographic include personality, values, lifestyle, activities, interests, opinions - personality characteristics are traits such as other-oriented vs self-oriented and habits such as procrastination -values: deeply held conviction such as religios and green environmental beliefs - lifestyle: no product specific behavior such as playing sports or eating out - Interest and opinion: attitudes and beliefs people hold 2) Interest communities - internet ideal for gathering people from all corners of globe into communities with similar interest and tasks 3) Attitudes and beh - attitudes: internal evaluation Abt people, products, other obj - attitude toward tech is optimistic or pessimistic - can either positive or negative, but evaluation process occurs inside a person head - Beh: what a person physically does, such as talking, eating, posting a comment on social media, Liking a fb page, or visiting a website to shop or purchase a prod 4) Influencers - many online marketers target influential people who are opinion leaders online - could be company stakeholders who passionate Abt brand, have big social network (industry opinion leaders Bill Gates, Blogger or Vloggers, celebrities)

DIFF Blockchain Tut10 Some Internet-based product and services

1) cloud - assessed over internet, software and databases that run on those servers - enables users assess same files and application from almost any device, bcoz computing and storage take place on servers in data center, instead of locally on user device Eg: iCloud, google cloud, google drive 2) Internet of Things - describe network of physical obj - things embedded with sensors, software, other tech, for purpose of connecting, exchanging data with other devices and systems over Internet 3) Blockchain - a database and digital ledger of transaction secured using cryptography - transaction block , verification, hash execution - blockcain tech applicable across multiple use of case categories as a static store of secure info or dynamic store of tradeable info - record keeping, transaction

DIFF T6 Product benefits - Branding decisions for web products

1) companies with product with online sales face several branding decisions - whether apply existing brand names or create new brand names for new prod - what domain name to use for website 2) using existing brand name on the web - can be used for any prod extension, brand is well known, strong brand equity - some companies may not use same brand name online and offline in event tat new products or channel is risky as firm would run risk of jeopardizing brand's good name associated with possible product failure 3) crafting new brands for internet marketing - if org want create a new internet brand, critical select a good name - brand name: short, memorable, easy to spell, translate well into other languages - good brand name should differentiate prod from competitors, should be suitable for legal protection 4) Co-branding - occurs when 2 diff companies from an alliance to work tgther, put brand name on same prod or services - build synergy through expertise and brand recognition, similar target markets

Tut11 principle biz carry SEO ( search engine optimization)

1) optimize content - search engine automated robots search website to see which words important, partially look at topic headings, page titles, URL names Means marketers can understand audience desired benefits and search habits to select key words to populate sites used by target markets for searching 2) relevance and popularity - nom of search engines judge relevance by incoming links to a webpage and popularity of site based on clicks from search engine results page (SERP) OR nom of likes or comments on FB page 3) spread new content all over Web - the more content a company or brand has, the more links appear on SERP 4) integrate social media and search strategy. Nom of search engine consider social media activities in organic search rankings 5) image search. Increasingly, images are searchable online by graphic. Google provide "reverse image" search, whereby users can upload image and the engine will locate it anywhere it is posted online 6) SEO tactics constantly change. Marketers constantly be updated with latest and most effective SEO tactics

Tut13 8 critical success factors building successful e-biz relationships with cust

1. target right cust: identify best prospects and cust and learn as much at them 2. own cust total experience: refers to cust share of mind or share of wallet 3. streamline biz processes that impact cust: this task can be accomplished through CRM-SCM integration and monomaniacal cust focus 4. provide 360 degree view of cust relationship: Everyone in firm who engages with cust should understand all aspects of cust relationship with company. Eg: CSR should know all cust activity over time and understand which P&S might benefit that particular cust 5. deliver personalized service. Cust profiling, privacy safekeeping, marketing mix customization all assist in delivering personalized services electronically 6. Foster community: enticing cust to join in communities and social networks of interest - relate to firm's products is one important way build loyalty 7. let cust help themselves: provide websites an dother electronic means for cust to find things they need quickly and convenient, 24/7 8. help cust do their jobs: esp in B2B market, if a firm provides P&S to help cust perform well in their biz, they will be loyal and pay a premium for the help

DIFF 12 CRM Building Blocks 2. CRM Strategy

2. CRM Strategy ▪ Marketers must determine their objectives and strategies for initiating CRM programs and buying technology or setting up social media accounts. ▪ These objectives may involve any stakeholders (employees, business customers, partners, or consumers) and will likely involve targeting, acquiring, retaining, and growing specified relationships. ▪ Many of these CRM goals refer to customer loyalty. Most companies would be delighted if they had customers who proudly show off their brand (e.g., BMW) and tried to talk others into buying the brand (Apple) ▪ The strongest relationships are formed if all three levels are used and if the product itself actually satisfies buyers. • At level one, marketers build a financial bond with customers by using pricing strategies. At this lowest level of relationship, price promotions are easily imitated. • At level two, marketers stimulate social interaction between customers and the company, and among customers themselves. Social media participation is an important way to forge level-two relationships and strengthen loyalty. • At level three, relationship marketing relies on creating structural solutions to customer problems. Structural bonds form when companies add value by making structural changes that facilitate the relationship

T7 Is the internet an efficient market? (FSC)

5) Flash sales: Limited-time offers for site members to purchase a product at a deep discount 1) Competition: The competition online is fierce and highly visible. Furthermore, some competitors are willing to set prices that return little or no short-term profits to gain brand equity and market share. X Shopping agents: These websites facilitate consumer searches for low prices by displaying the results in a comparative format 4) Smaller price change increments: Price-sensitive consumers may respond to even a small price advantage with respect to the competition. X) High price elasticity: Price elasticity refers to the variability of purchase behavior with changes in price.

Tut9 3 ways target online community

Bigger company -can build a community at its own website through online discussion groups, online events through company owned social network pages Small company - can advertised on another company community site via blog comments and email to community members Many companies actually join communities and listen and learn from others who are talking about their industry. They know Cust who are targeting and know thier needs and wants

T5 3 markets

Business market - involve marketing product to biz, gov, institution for use in biz operations, as component in biz products, or for resale Consumer market - involve marketing G&S to the end consumer Gov market - involved federal, state, countries, cities, and other municipal agencies

Tut12 Example of CRM metrics by cust life cycle stage (TAT SRG)

CRM metrics 1. target - recency, frequency, monetary analysis (RFM) - identifies high-value cust - share of cust spending - proportion of revenues from high-value cust as compared to low-value cust 2. acquire - new cust acquisition cost - nom of prod recommendations in social media 3. transact - cust cross-sell rate from online to offline, reverse - services sold to partners - sales of firm's prod on partner websites - sales leads from internet to closure ratio 4. service - cust satisfaction ratings over time - time to answer incoming email / messages from cust - nom of complaints 5. retain - cust attrition rate - proportion who do not repurchase in a set time period - percentage of cust retention - proportion of cust who repeat purchase - sentiment of blog and other social media conversations (positive or negative discussion) 6. Grow - lifetime value - net present value of revenue stream for any particular cust over a nom of years - average annual sales growth for repeat cust over time - loyalty program effectiveness - sales increase over time - nom of low-value cust moved to high value

T7 PRICING STRATEGIES - Dynamic pricing

Dynamic Pricing ▪ The strategy of offering different prices to different customers. ▪ The most popular type of dynamic pricing is segmented pricing where the company sells a good or service at two or more prices based on segment differentiation. ▪ It uses the internet properties for mass customization, automatically devising pricing based on order size and timing, demand and supply levels, and other pre-set decision factors. ▪ Pricing according to customer behavior segments is becoming more common as firms collect an increasing amount of electronic behavioral information. There are two variables that are particularly important to online pricing strategies. 1) Geographic: The company sets different prices when selling a product in different geographic areas. An online seller often knows where the user resides because server logs register the user's IP address, and the top- level domain name typically indicates country of residence. Geographic pricing can help a company better relate its pricing to country-by-country or regional factors such as competitive pressure, local costs, economic conditions, legal or regulatory guidelines, and distribution opportunities. 2) Value: The company recognizes that not all customers provide equal value to the firm, segmenting by high, medium, and low value—and pricing accordingly. A firm's five- star customers comprise a small group that contributes disproportionately higher to the firm's revenues and profits

Tut9 E-commerce purchase funnel and how online companies make use

E-commerce purchase funnel allow marketers follow users as they go through e-commerce website or apps and purchase processes Each steps create a user segment tat can be targeted with persuasive comm based on beh such as - advertise on company social media platform - notify those entered checkout phase but did not complete purchase

T12 How shoppers use or contribute content to 7 forms of online reviews and ratings BES CCC

Expert ratings and reviews - similar with cust ratings and reviews except view is from independent voice of authority Business reviews - these site hold reviews for everythg from local restaurants and retailers to national brands and proffesionals (TripAdvisor) Community Q&A - these sites very valuable to professionals who want to build thought leadership niche, demonstrating knowledge when answering ques in specialty areas (reddit, researchgate) Sponsored reviews - these are paid-for-reviews done by either cust bloggers or experts on social media platforms - expert and sponsored reviews often generated in video format (YouTube) Consumer conversations - people comm via emails, blog, live chat, discussion grps, in both ori posts and subsequent comments - monitoring conversations yields rich data for market research, prod improvements (collaboration), and cust service Customer testimonials - cust stories and case studies often published on company's website or social media site

Tut11 How internet affect value of market research

Market research - some of info on internet, esp gov reports, available for free - web-based info in digital form, so e-marketers easily load into spreadsheet or other software, better sorting or better analysis - Emarketers can receive detailed reports bcoz so much consumer beh data captured online - info from internet tends to be timelier - managers and employees can conduct research from their desks rather than making expensive trips to conduct physical survey

Tut10 Contradiction of price setting

Price setting is full of contradiction - become nearly as much art as science, with lots of data need insightful interpretation for best application - if price too low, profits will suffer, yet if too high, sales may decline, and tat juz short term view - in long run, initial low price builds market share create economy of scale to lower costs, thus increase profits - another contradiction is info tech complicates pricing in some ways while making it simpler in other ways - sellers easily change prices or vary according to each ind buyers previous beh - however, firms using multichannel delivery sys must consider varying costs of each channel and buyers differing value Perceptions Abt purchasing on internet vs at brick-and-mortar store - overall, pricing is tricky biz, guided by data, experience and experimentation

T4 Inside internet Exchange process

Social and cultural contexts - marketers holding consumer attention with a TV or radio commercial - traditional media do not have same ability reach mass consumers who have fragmented into increasingly smaller markets - internet allows ind and org discuss product with each other online and help themselves to info, products, practically everything they want, when, where - consumer trust each other more than they trust advertising or companies online - increased in user-generated content. Special interest communities have consumer looking for each other for advice. - I want what I want when I want it. Anywhere, anytime convenience is critical. Consumers want to view online content, shop, pay bills anytime of the day or night from any geographic location whether online or not, and receive deliveries when it if convenient

T4 What individual characteristics influence online beh

Socio-demographic - Gender: females are more influence by social support to adopt healthy shopping habits compared to male e-shoppers -age: younger shopper are more influence by relative price of product to adopt healthy shopping habits Personality traits - Myers-Briggs Type Indicator ( extraversion, introversion, sensing, intuition, thinking, feeling, judging, perceiving) - Most MBTI preferences affected compulsive buying beh online Personal Innovativeness - a person willingness to try out new and innovative things ( tech) - highly innovative ind have higher intention to use mobile shopping application Self-efficacy - person's confidence in his or her ability to learn and carry out certain action (online purchase) - lack of self efficacy ( iam not confident to use mobile shopping) was among top reasons against adoption of Mobile shopping

DIFF T9 Owned Media

Website ▪ The website is a door into a company, and must provide inviting, organized, and relevant content. ▪ The website is a tool that the company can use to: • Provide a communication channel with the customer (customer feedback, forums, and customer service), • Provide information (product selection, purchase, recommendation, and retailer referrals). ▪ The most important point is to create a website that satisfies the firm's target audiences better than the competition and to keep populating it with current content. ▪ Several advantages come with using the Web for publishing product information: • Product information is often updated in company databases, so webpage content can be updated more easily. • The Web can reach new prospects who are searching for particular products (inbound marketing). ▪ Most people begin their search by typing keywords at Google or another search engine. ▪ They also click on ads, links in social media, e-mail links which will direct them to a landing page. ▪ A landing page is a unique page that appears after a user clicks on a link associated with a website. ▪ For example, if a user does a branded search for something like "Dell laptops," they will likely see the link to dell.com/laptops and not the homepage (www.dell.com). ▪ Thus, the trend is for companies to create many different landing pages that match key words, ads, and more

T8 E-biz models Content Sponsorship

▪ Companies create websites, attract a lot of traffic, and sell advertising. ▪ Some firms use a niche strategy and draw a special interest audience and others draw a general audience (e.g., YouTube.com). X) Web properties using the content sponsorship model include all the major portals: Google, Yahoo!, MSN, and so on. ▪ Google is the king of content sponsorship, serving online ads to an estimated billions of users across the globe on desktops, laptops and smartphones. ▪ Overall, much content on the internet is ad supported.

T12 Three Pillars of Relationship Marketing

▪ Customer relationship management (CRM) is the process of targeting, acquiring, transacting, servicing, retaining, and building long-term relationships with customers that add value both to the organization and to the customer. CRM is based on data, information, customer insight, and knowledge. ▪ Customer experience management (CEM) represents the discipline, methodology and/or process used to comprehensively manage a customer's cross-channel exposure, interaction and transaction with a company, product, brand or service. ▪ Customer collaboration management (CCM) is a strategy to engage customers in relationship-building conversation, often through social media.

T9 Owned Media Email

▪ E-mail - building customer relationships. - several advantages over postal direct mail. • It requires no postage or printing charges. • It is quicker than postal mail. ▪ offers the chance for real dialogue with individual customers, develop broad and deep customer relationships instead of merely using it to acquire customers. ▪ Companies can use outgoing e-mail to make announcements, to send promotional offers, or to communicate anything important and relevant to stakeholders ▪ Rules for Successful Email Marketing • Use an e-mail address that is professional. • Improve the creative layout and multimedia use in e- mail content. • Give recipients plenty of opportunities to engage with the e-mail. • Use metrics to track the open rates and response rates

T11 Engaging Individuals to Produce Earned Media

▪ Engagement occurs when internet users consume, connect, or collaborate with brands, companies, or each other. ▪ Trust is a key component of word-of-mouth communication resulting from customer engagement Who should a company engage? • Social media influencers: Companies identify social media influencers by observing and participating in conversations on social media where people discuss their industries. This will help them see who is active and has the most Facebook fans or friends, Twitter and Instagram followers, YouTube subscribers, or simply the most comments on posts. • Traditional journalists: These people write or report on news about companies and brands on their platform

T10 Trust in Paid Media

▪ Globally, consumers trust earned media the most, followed by owned media, and then paid media. ▪ The most trusted digital media include branded websites, opt-in e-mails, coupons (owned media), and recommendations from like-minded people and social network contacts (earned media). ▪ Most paid media are at the bottom of the trust scale. ▪ In addition to the much disliked webpage pop-up ads, there are some online formats that frustrate users. ▪ Nonetheless, paid media are still important for online advertising.

T11 Earned Media

▪ Marketing communication is shifting from purely impression based (e.g., ads) to recommendation based (social media posting). ▪ Well-executed owned and paid media can drive prospects and customers through the steps from awareness to product purchase, repurchase, and into long-term customer loyalty. ▪ However, earned media have a multiplier effect, intensifying and spreading the communication messages far and wide online (e.g., 1 + 1 = 5). ▪ Earned media occur when "individual conversations become the channel" on blogs, product review sites, news sites, many other places, and in comments on owned media pages and everywhere else they are allowed.

T9 Integrated Marketing Communication (IMC) Media

▪ Owned media carry communication messages from the organization to internet users on channels that the company owns. ▪ Paid media are properties owned by others who are paid by the organization to carry its promotional messages (e.g., advertising). ▪ Earned media are when individual conversations such as word-of-mouth and stories become the channel

T10 Paid Search

▪ Paid search occurs when an advertiser pays a search engine a fee to display its ad when users type in particular keywords, for directory submission, or for inclusion in a search engine index. ▪ Keyword advertising at search engine sites prompts sponsored text or display ads to appear on the search engine results pages (SERPs). ▪ Directory submission is when an organization pays to be included in a searchable directory (e.g., Expedia).

T9 Coordinating Internet and Traditional Media

▪ The primary goal of marketers has always been to become customer driven and build long-term relationships that bring revenue to the company. ▪ Some owned and paid media, such as traditional websites and online ads, don't allow for social interactions. ▪ Traditional marketing communication media only allow one-way communication, yet these are still important for building brand awareness. ▪ Today, marketers face a combination of owned, paid, and earned media that can carry the promotional tools of advertising, sales promotion, direct marketing, public relations, and personal selling. ▪ The guiding force for selecting appropriate tools and media is the communication objectives in desired target markets

T11 User Engagement Levels

▪ There are many levels of user engagement online: • The least engaged internet users only consume online content. They view videos and photos, listen to podcasts, and read blogs, reviews and opinions expressed by others occupying higher levels of engagement on websites and forums. • At the next level, users connect with others by creating a profile on a social network, "friending" other users, or joining sites like Tripadvisor to read the social media content but they do not actively post anything. • Consumers who collect information go through a process of filtering content and tagging what they find valuable in social media sites. • Moving up the engagement ladder, creators actually write or upload original multimedia content to websites, videos to YouTube, photos to Facebook, or music and podcasts to iTunes. • Finally, the most engaged customers collaborate with the company as they work with others in discussions to find ways to improve products.

T8 Online Retailing E-Commerce

▪ Under the e-commerce business model, merchants set up online storefronts and sell to businesses and consumers ▪ Digital goods are delivered directly over the internet while physical goods are shipped via a logistics provider such as PosLaju. ▪ most reasonably sized brick-and-mortar retailers offer at least some products online. ▪ Although a pre-internet presence carries brand equity, it does not guarantee online success. ▪ An advantage of online retailing is that companies can sell a wider and deeper assortment of products in smaller quantities than in offline stores, because they are not bound by the physical space constraints. - One of the biggest problems for online retailers is shopping cart abandonment in the middle of the purchasing process ▪ Multichannel marketing is the use of more than one sales channel, such as Web, mobile, brick-and-mortar, and catalog. Most large traditional retailers are multichannel marketers because they also sell products online. ▪ Omni-channel shopping is the shopper's perspective of multichannel marketing, describing the way consumers move seamlessly through many shopping channels: Web, brick-and-mortar store, computer, mobile device, catalog, and so forth.