Chapter 8
Adaptive Design
Automatically adjusts content to the screen size of the device being used to access the webpage.
Value-Added Incentives
Encourage customers to come back to an e-commerce site, and change purchasing habits long-term Customize shopping Unique Product-Information Mobile Apps Social Media Engagement Exclusive Shopping Tutorials, usage tips, and repair instructions
Channel Integration
Essential when the business sells throguh additional channels beyond the web.
Search-Optimized Design
Few consumers go directly to a retail website. Instead, most type the product into a search engine.
E-Commerce Incentives
Financial incentives Convenience Incentives Value-added incentives
E-Commerce
Focuses on selling goods and services ofter the internet.
Financial Incentives
Help persuade individuals and businesses to make first-time purchases and encourage them to return. Should be meaningful to individuals visiting the sit Should be changed periodically to entice new visitors to buy and to encourage repeat purchases by current visitors. Most popular is free shipping
Digital Marketing Strategies
Interactive marketing Content and native marketing Location-based advertising Behavioral targeting Remarketing Blogs and newsletters E-mail marketing
Widgets
Mini-applications embedded in a banner ad that permit a consumer access to some form of dynamic content provided by an external source other than the company where the ad resides.
Behavioral Targeting Can be Based On
Pages a person visits on the internt Keyword searches or content read Past visitors to a site
Ways Mobile Differs from Other Media
Personal Geo-location Two-way communication Camera/video technology Voice recognition Phone sensors
Exclusive Shopping
Provides a value-added incentive many customers appreciate Example: A before launch peek at new fashions, new products, and future product changes
Characteristics of Successful E-Commerce Sites
Search-optimized design Customer-centric design Mobile-optimized design Consistent customer experience Channel integration Brand engagement Shopping cart abandonment strategies E-commerce incentives Offline marketing integration
Location-Based Advertising
Targeting by DMAs (Designated marketing areas), 30% Geo-fencing, 27% Audience-data targeting, 24% Geo-aware advertising, 14% City or zip code, 5%
Search Engine Results Page (SERP)
The place where a website appears on a search engine
Brand Spiraling
The practice of using traditional media to promote and attract consumers to a website.
Behavioral Targeting
Utilizes web data to identify potential customers. Ads are sent to individuals based on browsing behavior rather than visiting a specific website. (cookies)
Convenience Incentives
make the online shopping experience easier and encourage return visits
Content Marketing (Branded Content)
providing useful information and product use solutions to potential customers Location: Brand's website or microsite Goals: Provide Information Increase brand awareness Improve search results Tone: Educational, Solve a problem Audience: Brand's customers and prospects
Remarketing
re-engages individuals who have visited a site but did not make purchases.
Geo-targeting
reaching customers where they are located by contacting their mobile communication devices
Personalized URLs (PURLs)
A personalized web page preloaded with the customer's personal data, contact information, purchase behavior, and previous interactions with the company
Cyberbait
Any lure or attraction that brings people to a website.
Mobile-Optimized Design
Adaptive Design
Customer-Centric Design
Allow individuals to easily locate merchandise.Items will be indexed with terms customers typically use rather than professional or technical language.
Native Advertising
Also hosted on a third-party site and appears to look like an article that provides useful information to solve a problem. Location: Third-party site Goals: Generate sales Increase brand awareness Increase social engagement Tone: Solve problem though brand purchase Audience: Third-party's audience
Developing Successful Email Campaigns
Be upfront, honest with subscribers Build list for quality, not quantity Give subscribers what they want Be familiar to your audience Keep e-mails neat and clean Be eye-catching Integrate social media Test, test, and test
Email Marketing Tactics
Behavior Targeting --> Browsing history --> Demographics --> Abandoned shopping carts --> Past-purchases Dynamic web cropping Event Targeting Weather targeting Geo-targeting
Digital Marketing
Combines all of the components of e-commerce, internet marketing, and mobile marketing.
Consistent Customer Experiences
Consumers will expect consistent, positive experiences when they access websites, whether form a desktop computer, tablet, or mobile device.
Web 4.0
Customer engagement Cloud operating systems Web participation a necessity
Sponsored Content Marketing
The same as branded content, but a third party hosts the information Location: Third-party site Goals: Provide Information Increase brand awareness Increase social engagement Tone: Educational, Authentic, expert tone Audience: Sponsor's audience
Customized Shopping
The software system recognizes patterns in a customer's purchasing behaviors and makes offers matched to past purchasing behaviors or search patterns.
Paid Search Ads
The text boxes that show up on the side when you search something
Natural or Organic Emergence
This method involves developing efficient and effective organic results that arise from a natural search process.
Paid Search Insertion
comes up when certain products or information are sought
Blogs
online journals where people and companies post their thoughts and other content, usually related to narrowly defined topics
Interactive Marketing
the development of marketing programs that create interplay between consumers and businesses
Search Engine Optimization (SEO)
the process of increasing the probability of a particular company's website emerging from a search Paid Search Insertion Natural or Organic Emergence Paid Search Ads