server log: record kept at the server level that records each file requested from a website.

panel data: the process for using panel data to generate site effectiveness data is the same as using panel in the general marketing research process.

coded pages: the use of coded pages is a new method of collecting data.

we talked about anticipatory customer service. they need to be proactive and not wait until customer requires something.

and then we talked about their role in successful customer service delivery.

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.

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.

If you are like a growing number of today’s in-the-know attorneys, then you have probably given strong consideration to blogging. If you have not, then perhaps after reading further, you will give it some thought, as there are now several thousand law blogs and the number is increasing very quickly. This increase is not because these firms need an outlet for their excess energy.

The positive impact on your firm’s web site is almost impossible to measure in dollars. In addition to the improvement for search engine optimization due to the continual addition of fresh content, it helps create the impression of authority in the minds of the readers. Blogging is also a softer marketing practice than email blasts and traditional advertising, and it tends to offer more insight into the personality of the firm and the attorneys that may represent a potential client in the future.

That said blogging should be done because an attorney has a deep desire to share their thoughts and experience and not just because it is a very cost effective marketing technique. Sharing interesting or unique cases and personal insights into the legal practice will go a long way towards promoting your firm, but promoting your firm will not provide insights into your firm’s personality. Self-promotion cannot be done subtly and should be avoided. A link to your About the Firm” page will be more effective.

In order to get the maximum from your blog, write what you know, write how you speak, and say what you feel, and hopefully it will resonate with others. Always identify the author of each posting to maintain the credibility and personal nature of the blog. It is also essential to maintain a consistent schedule for posting new articles/commentary. Engage in dialogue with your readers when they post comments or questions about your topics. You may find that your commentaries are picked up by other blogs and the number of links to yours grows dramatically.

The bottom line is that if you create an interesting and informative legal resource that showcases your knowledge and connects with your readers, you will have created a cost effective marketing tool for your web site and elevated the profile of your firm.

Media Contact: Kevin Quinlan- LawyerMarketing101.com  Blog Marketing for Injury Lawyer

The session also trained executives and marketers on scalable solutions to overcome traditional challenges of visibility, ranking and growing sales online on internet marketing. Furthermore, the gathering also discussed effective strategies and tips to budget and control internet marketing costs while boosting online profits.

Introducing insights on the world of internet marketing, the seminar offered participants training from real experts on how to expand internet marketing reach by increasing online visibility which generates thousands of free organic leads & web traffic, boosting new sales fast & securing repeat business easily. A special offer also gave attendees free one-on-one business evaluation, keyword market research report as well as competitor industry market analysis report.

Due to the success of the free internet marketing training seminar, Cybertegic is already brewing a future gathering once again for top executives to learn efficient internet marketing services designed to bring in more sales and online visibility for companies in the world of internet marketing. Bring your company to the forefront and witness the growth of your business with the help of Cybertegic, a leading internet marketing consultant company.

Dell: the concept of virtual integration essentially describes how we have integrated with our customers and partners as one enterprise. As opposed to trying to build all of this ourselves. Figuring out what we really do well and the partnering w/ the best in the business has made a huge impact on our success!

On the customer side; dell because of their close relationship w/ customer dell has access to information most companies in their industry don’t. Speed is very important for dell and its customers. They are involved in the building process of the computer so they feel like it’s their own unique computer.

Steps to Creating a virtual value chain:  1rst step is to provide visibility or translate all of the relevant information about all the activities in the value chain to all employees who need it. The second stage is call mirroring which is the ability to create information system that provide and the third step is enhance customer value with tool such as portal: large site with multiple services ranging from news to directories to searches that acts as an entry point onto the internet.

Zara’s success come form 2 key drivers: 1rst the fashion appeals; customer trend are constantly monitored. Stores employee using handhelds devices roams stores asking customers what they like and what they don’t like. The second driver is the ability of zara to apply chain allows them to produce and get the items in the stores in just 2 weeks, which enable zara to provide customers with up to date design.

Business model are important because it is the method of doing business by which a company can sustain itself, that is generate revenue. It spells how companies make money by, specifying where it is positioned in the value chain.

A business model has to articulate the value proposition: the value created for users by the offering based on technology. Identify the market segment, the people to whom the technology is important; define the structure of the value chain

Internet revenues have evolved from: advertisements revenue where the explosion growth of advertising on the internet. Nether less few sites can sustain themselves on advertising.

Sponsorship revenue: content on a web or an email site cab be sponsored providing another.

Membership or subscription revenue, sales or licensing of software or system. Sale or licensing of software or system.

Software based services; syndicated or licensing of content.

Transaction revenue

Ex: Syndication: sale of content to multiples customers each of whom then integrate it into their own products

Licensing: legal permission to own or use a product or piece of content…

Multi channel retailers such as eBay and Amazon are more likely to experience long term success because they have an open door to different market.

Customer lifetime value is the value net present value of a future stream of net revenue from an identified customer.

Testing is a timely and statistically valid manner is another advantage that direct marketing has traditionally held over mass media marketing. Direct marketers are able to track each response; they therefore know whether programs are performing satisfactorily.

The stages of internet consumer behavior are:

Awareness

Search behavior: goal oriented and entertainment/ experienced oriented.

Task Completion: content/information acquisition, purchase, abandonment

Repeat visit: occasional or frequent

Use/consumption behavior

Loyalty

context, content, community, customization, communiction, connection, and commerce.  We then went into each one a bit more specifically:
- context: site layout and design
- content: text, pics, sound, and video that webpages contain
- community: the ways sites enable user-to-user communication
- customization: site’s ability to self-tailor to different users or to allow users to personalize the size
- communication: the ways sites enable site-to-user communication or 2-way communication
- connection: degree site is linked to other sites
- commerce: site’s capabilities to enable commerce

Then we talked about what determines the Look-and-Feel of Design:
context: look-and-feel of a screen-to-face customer interface
dimensions of context: function and asthetics
function: factors critical in site layout: section breakdown, linking structure, etc.

What are the dimensions of content?:
content refers to any digital information included on a website, e.g. audio, video, images, text
-offering mix
- appeal mix
- multimedia mix
- content type

87% prefer puzzle games compared to 57% of men.

the advantage of network system is that it prevents piracy!

UK e.commerce has been doing better that the US e.commerce and that can be attributed to economics reason such as the liquidation of Lehman Brothers and Meryl Lynch

Value proposition: ex. Apple ’s was all your music on the GO!

Funtions of a business Model!!

1. articulate value proposition
2. identify target market segment
3. Define structure of value chain
4. Define cost structure and profit potential
5. Explain position in value network
6. set fourth competitive strategy