MBA电子商务Topic4.ppt

MBA电子商务Topic4.ppt

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Topic4B2C:

InternetMarketing2LearningObjectives1.discusstheuseofweb-basedtoolsandtechniquestoassistonlineconsumersinthebuyingprocess2.explainthewayinwhichtheInternetcanbeusedtogathermarketinginformation3.discusstheuseofdatawarehousinganddataminingtostoreandextractusefulinformationformarketingpurposes4.discussCRManditsapplications5.explainhowwebadvertisingdiffersfromtraditionaladvertisingmedia6.describeandcomparedifferentmethodsofwebadvertisinganddifferentwebadvertisingstrategies7.discusshoworganisationscanevaluatetheeffectivenessofwebadvertising3（Turbanetal.2010,p.193）*WestartfromhereTheNewMarketingModel4（Turbanetal.2010,p.187）ECConsumerBehaviourModel5（Turbanetal.2012）PurchaseDecision-MakingandSupportSystemConsumerDecisionProcess&SupportingCommunications6（Laudon&Traver2012）7FromMassMarketingtoMarketSegmentationtoOne-to-OneMarketing（Turbanetal.2010,p.193）OnetoOneMarketingCycle8（Turbanetal.2012）9TheMassMarket-PersonalizationContinuum（Laudon&Traver2012）10MarketResearchforECnMarketingresearchcanassistin:

ndiscoveringmarketingopportunitiesandissuesnestablishingmarketingplansnbetterunderstandingthepurchasingprocessnevaluatingmarketingperformancendevelopingadvertisingstrategynWhatarewelookingforinEConlineresearch?

npersonalprofilethathelpsmarketersexplainandpredictonlinebuyingbehaviornMarketresearchtoolsndatamodelingndatawarehousing11OnlinemarketresearchmethodsnWeb-basedsurveysnOnlinefocusgroupsnHearingdirectlyfromcustomersnCustomerscenariosnTrackingcustomermovementsnTransactionlognCookies,WebBugs,andSpyware12ComponentsofaDataWarehouse（Sources:

Laudon&Laudon2011）13DataWarehouseFrameworkandViews（Turban2008,OnlineFileW4.3）14nAnotherimportantdataanalysismethodnSupportsmanipulationandreal-timeanalysisoflargevolumesofdatafrommultipledimensionsandperspectivesOn-lineanalyticalprocessing（OLAP）:

MultidimensionalDataAnalysis（Laudon&Laudon2003;OBrien2006）15AnExampleofCustomerRelationshipManagementSystemforFinancialInstitutions（Laudon&Laudon2011）16OnlineAdvertisingnOnlineAdvertisingisanattempttodisseminateinformationinordertoaffectbuyer-sellertransactionsontheinternet.nAdvantages:

AbilitytotargetadstonarrowsegmentsandtrackperformanceinalmostrealtimeProvidegreateropportunityforinteractivitynDisadvantages:

ConcernsaboutcostversusbenefitConcernsabouthowtoadequatelymeasureresultsMajorOnlineAdvertisingApproachesnDisplayadsnRichmedianVideoadsnSearchengineadvertisingnMobileandlocaladvertisingnReferralsnE-mailmarketingnOnlinecatalogsnSocialnetwork,blog,app,andgameadvertising1718AdvantagesandDisadvantagesofDifferentMedia（Turban2008,OnlineFilew4.6）19TraditionalandOnlineAdvertisingCostsCompared（Laudon&Traver2012）20FromMassAdvertisingtoInteractiveAdvertising（Turban2008,OnlineFileW4.5）21SearchEngineAdvertisingn46%ofonlineadspendingin2011nGoogle-thekingofonlineadvertising:

AdWordsandAdsensesnTypes:

nPaidinclusionorranknInclusioninsearchresultsnSponsoredlinkareasnKeywordadvertising:

e.g.,GoogleAdWordsnNetworkkeywordadvertising（contextadvertising）:

e.g.,GoogleAdSenseHowGoogleWorks22（Laudon&Traver201223AnExampleofAdvertisingNetwork:

TheDoubleClickTheProcessofSearchEngineOptimization24（Turbanetal.2012）AModelofVideoAdvertisement25（Turbanetal.2012,p.223）26AdvertisingStrategiesandPromotions（examples）nAssociatedaddisplay（textlinks）nAffiliatemarketingnAds-as-a-commoditypeoplepaidforthetimethatisspentviewinganad:

nViralmarketingnCustomizingadsnWebcastingnLiveWebeventsnAdmediariesnAdvisinginBLOGSandsocialnetworks27AffiliateProgram*Canbelinkedfromwebpagevia:

TextlinksSearchBoxBannerlinks28FrameworkforAdmediation:

ExampleofE-MailMarketing（Turbanetal.2010,p.223）29ExampleofAdmediaries:

30MajorconsiderationswhenimplementinganonlineadcampaignntargetaudienceofonlinesurfersshouldbeclearlyunderstoodnpowerfulenoughservermustbepreparedtohandletheexpectedvolumeoftrafficnassessmentofsuccessisnecessarytoevaluatethebudgetandpromotionstrategynCo-brandingmanypromotionssucceedbecausetheybringtogethertwoororepowerfulpartnersnEthicalIssuesnIntegrationwithorderingandotherbusinessprocesses31AnOnlineConsumerPurchasingModel（Laudon&Traver2003）32nInsteadoffocusingonhowtoallocatespendingacrossmedia,marketersshouldtargetstagesinthedecisionjourney.nConsumersaremoreinfluencedduringevaluateandenjoy-advocate-bondstageswhile70-90%marketingmoneygoestoconsider&buystagenWhileupto90%ofmarketingmoneygoestoadvertisingandretailpromotions.YetthesinglemostpowerfulimpetustobuyissomeoneelsesadvocacynUpto60%ofskincareproductconsumersdoonlineresearchafterthepurchase?

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nThecoolest