Chapter 5 – Roberts
- What are the stages of Internet consumer behavior? What is the importance of the stages that come after “Purchase?”
The stages are as follows:
Awareness > Search behavior (goal-oriented, entertainment/experience oriented) > Task completion (content/information acquisition, purchase, abandoment) Repeat visit (occasional, frequent), Use/Consumption Behavior > Loyalty
The important of the other stages repeat visit, use/comsumption behavior, and loyalty is that customers on these stages will be the ones generating the most revenue for the companies because they will remain coming back.
- What are some specific dimensions on which the global demographics of the Internet are changing? How do you expect these changes to affect use of the Internet?
More and more people have access to internet and this has narrowed the gap between the rich and the poor, the educated and the uneducated. It is g
- What is consumer interactions data and why is it important to understanding and serving Internet consumers better?
This is data that company obtain about how customers interact online with each others. It is important for companies to understand how they interact so they can provide a better service to them.
- .What is the difference between online marketing research and online data capture? Be prepared to give an example of each.
Online marketing research deals with doing research online to find out about the behaviors or characterics of a certain segment or busienss model. Online data capture does not deal with these but rather with the capturing of information about customer behavior. Everytime a person clicks on a certain link there should be something monitoring this and this is what online data captures does.
Prep: read chapter 5 and read Tech. news
Amazon Business Model
Amazon aggregation ecommerce advertising
Different Business Models
Amazon – aggregator
NYT – content providers
Red Cross – fund raiser
eBay – Marketplace
Staples – multichannel
Kazaa – Open source
Revenue Models
- Internet access
- Advertising
What makes the internet unique?
Interactive
Information-based
Entertainment
Involvement in the process
What do you want to do with customers?
Acquire
Turn
Retain
How to get customers?
Testimonials
Critical Strategy Elements From Direct-Response Perspective
The Offer – a call to action
The e-mail list -
The Service & Support
The Creative Execution
The Media
Front End Vs. Back end
Customer lifetime Value – loyalty,
Switching costs -
Important chart for texting – “The Testing Process” table 4.4que s