Measuring and evaluating the web
Usability: how does it function for customer, CNN.com
Metrics: successfulness
Customer Service:
-have to be honest
-migrate customers to low cost channel
-have a person available 24-7
Sample costs channel
-Telephone with live rep $9.50
Customer service themes
-what gets measured gets managed
-customer service orientation must pervade all departments of an enterprise
-superior customer service requires long-term commitment
-build culture of customer service using quality management principles
-technology can help improve customer service
-customers want multiple [...]
Customer Service:
-complaints/feedback
-what do you do after you get feedback?
-call 1-800 numbers
-free for customers
-expensive for company
-outsource to India
-live chat
-FAQ’s
-time, improve quality of experience
Two important issues to consider when determining the appropriateness of an online marketing campaign:
-to fit with the internet
-does the personality of the product align well with the internet?
-fit with the target audience
-what are the internet usage characteristics of the target audience?
Title: Puppies power a web video start-up
Summary: A Bay Area couple’s pet Shiba Inu, a kind of Japanese hunting dog, had puppies so the owners decided to train a webcam on the newborn pups so they could keep an eye on them from work. The live video feed debuted October 8 on Ustream.tv, a video site that lets anyone [...]
Types of Brands
-one simple way of distinguishing them used to be whether they are offline or online
-more and more cross-over is blurring the line
-examples include yahoo, egghead.com, wingspanbank, Schwab, ragu
Established as traditional brand
Established as online brand
Branding online
Branding and selling online
Intermediary/vertical portal
e-commerce
B-2-C
Ragu
American airlines
Monster.com
CDNow
B-2-B
Boeing
Cisco systems
Yahoo
Ventro
How have the 2Is affected branding?
The 2I’s of internet-based communication help to establish and [...]
Title: Consumers opening fewer e-mails
Summary: Marketers continue to prize e-mail for generating results. Yet consumers are getting more selective about opening marketing e-mails. The challenge is to make e-mail compelling, starting with a shorter subject line.
http://www.emarketer.com/Article.aspx?id=1006733
Lever selection process
Objective Positioning Current relationship phase
Lever
Segment Targeting
Principles for marketspace matrix design
Which lever should be used?
-chose levers that can effect change
-determine which levers have the most leverage
-consider barriers to advancement
-consider the medium’s effect on desired behavior
-level of involvement matters
-understand customer learning trends
-credibility of the channel matters
-the choice of levers must be consistent with [...]
Brand: name, term, sign, symbol, or design, or a combo of them intended to identify the goods and services of one seller or group of sellers and to differentiate them from those of the competition
The community applicability model:
Customer attributes Community Product attributes
Pursue
Creation
-Customer attributes are behavioral
-Product attributes are emotional
Distribution:
-getting products to customers
-flows of information, funds and materials
Internet allows:
-an electronic flow
-reduced costs
Title: Blogs and the Purchasing Decision
Summary: Blogs are becoming increasingly useful for individuals getting information about purchases. More than one half of the respondents who trusted blogs for purchase decisions in the past said the information they found on blogs helped determine when they decided to make a purchase.
http://www.emarketer.com/Article.aspx?id=1006716
Title: “Facebook corrals user comments in Ads”
Summary:Facebook is working with businesses and marketers to put ads up on their websites that users can comment on. The Engagement Ad product is one of Facebook’s ad offerings that is geared toward engaging the user with a particular product or service of the advertiser. One type is a [...]
What is relationship?
-a relationship is a bond or connection between a firm and its customers
-it may be strong, weak, or nonexistent
-it can be intellectual, emotional or both
-two categories of relationship
1. type
2. involvement
Relationship type
-continuum ranging from communal to exchange based
-can online firms build emotional, social or psychological benefits into the exchange process?
-lack of personal [...]
Communication: user controls communication flow on the internet, users wants information to be relevant and targeted
Importance of integrated communication
-goal of marketing and communication is to convey relevant messages to the right consumers at the right time
-synergy between messages is integrated communication
-tradition and interactive marketing methods are converging
Process
1. identify target audience
2. determine the communication objective
3. develop [...]
Relationship:
-commitment
-bond or connection between firm and customer
Weak: open market
Strong: family
Types:
Intellectual- evaluate pros and cons and decide between A and B
Emotional-makes you feel good, something you’ve bought since you were little
Why?
-lead customer to anticipate the positive feeling from remaining loyal to the seller
-trust the seller will provide good value
-feel that the brand represents who they [...]