Digital Marketing Quiz 4

Pure Play E-Tailers

(a e-tailing business model) -firms that sell directly to consumers over the internet -NO physical sales channel = low overhead costs ex: bluenile.come

Find Products

(consumer shopping process) -SEO, paid search -e-catalogue -location-based service(Beacons/BLE 4.0) -pinterest, instagram

E-Tailing Business Model

-direct sales by manufacturers -pure play e-tailers -click and mortar retailers -online marketplace

Guaranteed Contract Advantages

-guarantees ad message gets out -for branding advertisers, ensures brand safe content

KLM Campaign

-identified travelers problems by monitoring twitter and sifting input from ground staff -for 5 days offered help to as many travelers as possible

Deliverability Factors

-infrastructure -sender reputation -email content and frequency -send volumes

4 types of Utility

-place -time -information -form

Ad Exchange

a platform running an auction to determine which advertiser buys an individual impression(<.1 seconds) -real time bidding: buying/selling of ad page takes place while your webpage loads -programmatic: using algorithm to allows advertisers to target consumers based on metrics ex: facebook/google ads

E-Tailers

actors that sell over the Internet

Ad Sales

ads are sold two ways 1) guaranteed contract 2) ad exchange

Information Utility

availability for information about product features and benefits

Guaranteed Contract

bulk ad purchases that specifies the price and quantity, as well as the time frame and targeting criteria ex: "200,000 impressions to US users on the NY time's finance related pages in July"

Multi-Channel Retailing

challenges for retailers working across online and traditional channels -determining what products are sold in store, online or through catalogs -pricing discrepancies -promotional offerings -cross-channel support

Direct Sales by Manufacturers

(a e-tailing business model) -sellers understand their markets better because of the direct connection to consumers -consumers gain greater information about products through their direct connection to manufactures ex: dell uses this with a build-to-order approach, customizing its products

Click and Mortar Retailers

(a e-tailing business model) a business model where a company sells in multiple marketing channels simultaneously(both physical and online) -often brick and mortar stores moved to online, sometimes pure-players expand to physical stores

Scale Effect

(chosing the right model..) -high demand products are sold more efficiently by one large re seller than by many small sellers ex: amazon acts as a reseller for high demad products, but multi-sided for long tail products

Aggregation Effect

(chosing the right model..) -some products and services have much higher value to buyers when bought together than when purchased separately from independent sellers -resellers can take bundling or loss-leader strategy

Buyer and Seller Experiences

(chosing the right model..) with the reseller model, one side does not need to deal with multiple agents -reseller can have better control over quality and service

Evaluate Alternatives

(consumer shopping process) -comparison matrix -screening tools -online chatting -virtual fitting room -social shopping

Place the Order

(consumer shopping process) -easy check out process (poor information desgin, lack of transparency on shipping costs can prevent consumers from checking out) -efficient reordering systems

Post Purchase Notifications

(consumer shopping process) -order confirmation -shipping notice -prepaid return labels

General Information

(consumer shopping process) -product descriptions, images, ratings and reviews -cross selling suggestions -personalized information (search enginer 61% of tool we use to online shop)

Make Returns

(consumer shopping process) -return by mail -in-store returns -user community

In-Store Social Networking Platform

- provide easy access to product reviews -facilitating social interactions with connections within the store -facilitating social interactions with connections outside of the store(ex: american eagle camera in times square)

Mobile Reviewing Behaviors

--more negative -contain a higher proportion of affective vs. cognitive language -contain greater language reflecting current concerns

Anticipatory Package Shipping

-a system for shipping your stuff before you order it (amazon has this patented)

Real Time Bidding Advantages

-allows for fine targeting based on the expected value of an impression, rather than an audience -allows for re targeting and behavioral targeting across multiple platforms -reduces transaction costs by facilitating advertising on publishers who can t afford a sales force

Online Shoppers

-can be very loyal so internet retailers should focus on customer retention -15% online shop at favorite websites because of service -35% online shop at favorite websites because of they like the brands

Email Content and Frequency

-content and image to text ratiors are not as important -URl destinations are scrutinized more -dont use shortned URLS -avoid erratic email frequencies

Goal of Communicaiton

-create brand awareness(introduce brand) -build brand image(what brand stands for) -cement brand core values(reinforce values + quity in brand) -engage brand loyalty(nurture brand community)

Mobile Purchasing Behaviors

-mobile buyers tend to make smaller purchases in short bursts throughout the day -mobile shoppers shy away from bi-ticket items as well as price comparisons available on PCs

Sender Reputation

-permission practices -accurate email address collection -avoiding spam complaints -minimizing an acceptable level of engagement

Infrastructure

-properly configured severs -authentication -email throwtting to stay below volume limits -bounce management

Home Plus

-sells grocery products online through subway stores(participants take pictures of products they want, then products get sent to home within 3 hours) 10,000 consumers in 3 months and online sales increased by 130%

Mobile Experience

-smaller screen -not fixed location -timely information -sales from this jumped 56%

Multi-sided Platform

-take a cut from each transaction -low operating costs and high margins Ex: ebay

Consumer Shopping Process

1. Find products 2. General information 3. Evaluate alternatives 4. Place the order 5. Receive post-purchase notifications 6. Make returns

Customer Based Brand Equity Pyramid

1. identity 2. meaning 3. response 4. relationships

Difficulties in Communication

1. message may not get through to intended recipient 2. message may reach target audience but may not be understood 3. message may be understood but no action results 4. message may be impaired by noise

Online Marketplace

E-resller Multi sided Platform

Beacon Technology

a low cost, micro-location based technology using Bluetooth low energy(BLE 4.0) for communicating with beacon-enable devices

Consumer Channels

different consumer shopping needs are best met through different channels = desire for information can be met with direct online information -desire to touch and try on articles of clothing can be met with offline retailer

Real Time Bidding Disadvantages

fraud, some loss of control

Send Volume

high volume senders are scrutinized more than low volume ones

E-Reseller

higher capital and operating costs, higher revenues, lower percentage margin ex: Zappos

Relevance

marketers are granted access to imboxes by securing permission and maintain it by sending relevant emails -factors that affect this are: -desired -user friendly -valuable

Guaranteed Contract Disadvantages

old fashioned, high contracting costs

Form Utility

processed/prepared in proper condition and/or ready to use

Place Utility

product/service availability in locations convenient to customers

Time Utility

product/service avaliabolity when desired by customers

E-Tailing

retailing conducted online, over the internet

Wyoming

state that has the most valuable online shoppers + highest customer lifetime value

New York

state with the highest FASHION customer lifetime value