Today we discuss about Usability and Metrics. Evaluation of the Web.

Usability: CNN, restructured their website allowing viewers to get the information they are looking for…. up-to-the-minute updates on news. Features Video, allows viewers to be part of CNN, by allowing them to send videos of news. Gives alerts to users via mobile or email.

There new Business Objective for online is: Reach, Dwell Time,  and Ad Revenue.

Metrics: Google Analytic (12/15)

Questions:

Describe the similarities and differences between server log, coded page and panel data. Which do you think is most useful?
What are some of the specific metrics that measure Internet traffic, audiences and campaigns. Which ones do you think are most important?
What kinds of variables are needed to measure the effectiveness of branding efforts on the Internet? Where are these measures obtained?

Product factor that affect diffusion of Innovation:

• Relative advantage
• Compatibility
• Complexity
• Divisibility
• Commincability

Consumer Adoption Process: Awareness > Interest > Evaluation > Trial > Adaption > Internalization

1. Explain the nature of the consumer adoption process. How is it different from the concept of diffusion of innovations?
2. Define “pervasive computing” in your own words. What changes is it likely to bring about in the way marketers approach the Internet?
3. Be prepared to describe the strategic drivers of wireless adoption and to give an example of each.

Companies wants to provide the best possible customer service but as cheaply as possible.

Customer Service Themes

1. Customer service orientation must provide all departments of an enterprise.
2. Technology can help improve customer service
3. Customer want multiple service channels
4. Customer want the option of human contact
5. Improve the overall customer experience

• Customer care is a key marketing discipline. Customer satisfaction/loyalty, and enterprise profit.
• Develop service strategies based on CLV.
• Customer want choice in how to access service.

Chapter 13: Marketing Automation

“the future belongs to markets who best” 1) capture 2) analyze and mine 3) USE

Role of Knowledge In Marketing

• To enable human agents to work: Better, Faster, and With more customer satisfying results.
• To create automated system, as good as the best human agent.

Questions:

1. What do you think the future holds in terms of knowledge management and use in marketing applications?
2. Think about your own Internet experience, can you think of a specific encounter in which information or knowledge clearly improved your interaction with a human agent? Can you think of an encounter in which the human agent lacked the information or knowledge to make your experience satisfactory? Be prepared to discuss both positive and negative experiences and what could have transformed a negative encounter into a positive one.

Customer service

Customer service is needed, it gives customers the chance to complain, and allows companies to receive feedback.

Customers wants to resolve problems and be satisfied.

Companies have different ways of taking care of complaints/feedback. Some ignore them…some actually read them and try to be better.

Dell outsources their customer service via 800 number.

Some provide live chats, FAQs (cheaper)

• The Internet has the capacity to increase customer expectations about service levels and also to be the vehicle that delivers service that meets or exceeds those expectations. Take a position on this statement and be prepared to discuss it.
• What is the concept of anticipatory customer service? What role can it play in successful customer service delivery?
• Can you identify any ethical issues that are inherent in sophisticated customer service programs?

Netflix business model is online, and blockbuster is just entering field. Blockbuster relies rentals from there brick-and-mortar stores, while Netflix relies online rentals. Netflix has several source for distribution, stream directly on pc for no additional fees, deliver to home, download and stream on tv via Xbox 360 and TiVo.

http://www.businessweek.com/the_thread/techbeat/archives/2008/11/blockbuster_and_1.html

We discussed the upcoming paper and ebays marketspace.

A company should over it’s features to view both offline and online (auto), want to move consumers from the awareness stage to the commitment stage.

1. What is a buyer-seller relationship? How can it vary?

Buyer-seller relationships are based on exchange, where each party expects, or perhaps even demands value for what is given, such as money for product. It can vary by strong, weak or nonexistent, and could be based on logic or emotion.

2. Why is integrated lever selection important in a marketing plan?

3. How did eBay’s application of the Marketspace Matrix change over time?

4. What are the four categories of principles for lever selection?

5. What the key principles for lever selection within the Marketspace Matrix?

Our Best Buy Halloween costume would be smurf wearing the best buy yellow tag. Best buy targets tech savvy and families.

There products include computers to Refrigerators along with games, music, and movies.

Lever Selection Process:

• Objective
• Positioning
• Current Relationship Phase
• Target
• Segment

Principles for marketspace matrix design:

• Which lever should be used?
• Choose levers to effect a change?
• determine which levers have the most leverage?
• consider barriers to advertisement
• consider the mediums effect on desired behavior
• level of involvement matters
• understand consumer learning trends
• credibility of the channel matters
• The choice of levers must be consistent with positioning choice
• The medium can be the message or the product
• Matrix design must be adaptive

I think it’s a cool feature. It will create a new source of revenue for TiVo, and give exposure for Dominos, everytime it shows the ad. If anyone acts, Domino’s will receive revenue in terms of sell, and also gain customer database.

The next thing Domino’s should create is an application for cell-phone with some of the same concepts. They register at dominos.com if they already don’t have an account. Then save it on the cellphone application, and whenever they want it, enter the password, they will have it delivered to their house. Domino’s online orders does not have that many options, and it’s not difficult to order through online, so I don’t think it will be complicated to implement it to cell phones.

Source: InformationWeek

Date: November 17, 2008

Link: http://www.informationweek.com/news/personal_tech/TV_theater/showArticle.jhtml?articleID=212100383&subSection=E-Business

Nike can distribute directly to the consumer through the internet.

1. Is the Internet a distribution channel?

Internet is a distribution channel. It’s a substitute for the other forms of communication, has changed buyer-seller relationships, changed the shopping experience, and increased the power of consumers.

2. What are the functions of channel intermediaries?

The functions of the channel intermediaries are to be have Efficiency and Effectiveness.

• Efficiency: distribution costs are reduced only if if the retailers can perform the required functions more efficiently than the manufacturer could in the direct channel
• Effectiveness: the ability of the channel to perform functions that create value for the customers.

3. What is disintermediation and what are its implications for channel intermediaries and customers?

• A strategy that involves the elimination of the channel intermediary.
• The internet creates disintermediation, but the results of this is positive since it creates value for customers.

4. What are the distribution levers and how do they affect relationships between intermediaries and buyers and sellers?

Intermediary Type:

• Direct, Traditional Retailers, Virtual Shopping Malls, and Internet Exchange

Number of Intermediaries:

• Exclusive Distribution, Intensive Distribution, and Selective Distribution

Number of Channels:

• Single mode vs Mixed-Mode

Degree of Channel Integration

Intermediary functions and responsibilities

Branding:

• Brand is a “name, term, sign, symbol, or design, or a combination 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.
• Brand is an outcome of the levers… pricing, product, distribution, community, communication, etc…
• Branding is fundamentally different from marketing activities.

Movies have multiple sources of revenue, mainly tickets.  Also advertisements and release of video/dvd. Target demo, prominent & placement. Categories, beer = bid mkt.

Community needs interactivity, they need user to user and create content.

Consumer attributes are behavioral

1. are the target group of your product/service made of active online users?
2. are the members willing to share?
3. do members value interaction?
4. the community grow organically?

Product attribute are emotional

Distribution

Information/Funds/Materials

-It reduced coordination costs.

Distribution on the internet can be done with email and M2M. Internet is complicated how to price, no answer yet but with the internet you can test your market faster with different ways to see what works.