The stages of Internet consumer behavior are (1) Awareness (2) Search behavior a. goal-oriented(task completion/prepurchase info search) b. entertainment/experience-oriented (accumulates info/bank, opinion leadership, recreation) (3) Task completion-Content/info acquisition (primary activities-including communication), purchase, abandonment (4) Repeat Visit- occasional/frequent (5) Use/consumption behavior (6) Loyalty. If a person is about to purchase and abandons the cart because of site structure and shipping and handling costs. Price can be an issue because consumers want cheaper goods online therefore they search. In marketing a customer is not yet a customer until a repeat user or loyal customer repurchase. If the purchase is made that repeat visits to the web site and use/consumption is likely to increase if they like the product/service. The importance of customer loyalty is the greatest, if you can keep them happy and return and repurchase on your site all the better.
Global demographics of the Internet are changing the gap between the rich and poor is closing. More and more people are getting internet access all over the world. Age, income, education and rural/urban residence, ethnic differences that have been disappearing. Internet has become mainstream and the cost of connection is getting lower. The more people access the internet then new websites, purchases, entertainment, and other will increase in creation as well as usage of new and old sites.
Consumer interactions data is the interaction between an email and/or website that causes a response (a call to action). Online data is captured in two ways usage data and transaction history. consumer interactions data is important and is collected by companies or by suppliers of the service (email marketing supplier). If we understand the importance of of the 360 degree view of the customer; what they like and don’t like and how they behave, then the company can deal with the persons needs/wants.
Online marketing research is quicker and cheaper and quality equivalent. Both qualitative and quantitative. It gets data from third-party suppliers, online surveys (convenience sample), online focus groups, panels, personal interviews.
Online data capture is the natural evolution of the database marketing practiced by direct marketers. Third-party suppliers (pew internet and american life project, and nielsen ratings There are two types of data capture. Usage data and transaction history. Traffic and audience data, detailed data about what Internet users do online (can be collected by company or third-party suppliers). Detailed purchase history (what product, what model, how many, payment method, etc)