MBA电子商务Topic4.ppt

1、Topic 4B2C:Internet Marketing2Learning Objectives1.discuss the use of web-based tools and techniques to assist online consumers in the buying process2.explain the way in which the Internet can be used to gather marketing information3.discuss the use of data warehousing and data mining to store and e

2、xtract useful information for marketing purposes4.discuss CRM and its applications5.explain how web advertising differs from traditional advertising media6.describe and compare different methods of web advertising and different web advertising strategies7.discuss how organisations can evaluate the e

3、ffectiveness of web advertising3(Turban et al.2010,p.193)*We start from hereThe New Marketing Model4(Turban et al.2010,p.187)EC Consumer Behaviour Model5(Turban et al.2012)Purchase Decision-Making and Support System Consumer Decision Process&Supporting Communications6(Laudon&Traver 2012)7From Mass M

4、arketing to Market Segmentation to One-to-One Marketing(Turban et al.2010,p.193)One to One Marketing Cycle8(Turban et al.2012)9The Mass Market-Personalization Continuum(Laudon&Traver 2012)10Market Research for EC nMarketing research can assist in:ndiscovering marketing opportunities and issuesnestab

5、lishing marketing plansnbetter understanding the purchasing processnevaluating marketing performancendeveloping advertising strategynWhat are we looking for in EC online research?npersonal profile that helps marketers explain and predict online buying behaviornMarket research toolsndata modeling nda

6、ta warehousing11Online market research methodsnWeb-based surveysnOnline focus groups nHearing directly from customersnCustomer scenariosnTracking customer movements nTransaction lognCookies,Web Bugs,and Spyware12Components of a Data Warehouse(Sources:Laudon&Laudon 2011)13Data Warehouse Framework and

7、 Views(Turban 2008,Online File W4.3)14nAnother important data analysis methodnSupports manipulation and real-time analysis of large volumes of data from multiple dimensions and perspectivesOn-line analytical processing(OLAP):Multidimensional Data Analysis(Laudon&Laudon 2003;OBrien 2006)15An Example

8、of Customer Relationship Management System for Financial Institutions(Laudon&Laudon 2011)16Online AdvertisingnOnline Advertising is an attempt to disseminate information in order to affect buyer-seller transactions on the internet.nAdvantages:Ability to target ads to narrow segments and track perfor

9、mance in almost real timeProvide greater opportunity for interactivitynDisadvantages:Concerns about cost versus benefitConcerns about how to adequately measure resultsMajor Online Advertising ApproachesnDisplay adsnRich medianVideo adsnSearch engine advertisingnMobile and local advertisingnReferrals

10、nE-mail marketingnOnline catalogsnSocial network,blog,app,and game advertising1718Advantages and Disadvantages of Different Media(Turban 2008,Online File w4.6)19Traditional and Online Advertising Costs Compared(Laudon&Traver 2012)20From Mass Advertising to Interactive Advertising(Turban 2008,Online

11、File W4.5)21Search Engine Advertisingn46%of online ad spending in 2011nGoogle-the king of online advertising:AdWords and AdsensesnTypes:nPaid inclusion or ranknInclusion in search resultsnSponsored link areasnKeyword advertising:e.g.,Google AdWordsnNetwork keyword advertising(context advertising):e.

12、g.,Google AdSenseHow Google Works 22(Laudon&Traver 201223An Example of Advertising Network :The DoubleClick The Process of Search Engine Optimization24(Turban et al.2012)A Model of Video Advertisement 25(Turban et al.2012,p.223)26Advertising Strategies and Promotions(examples)nAssociated ad display(

13、text links)nAffiliate marketingnAds-as-a-commoditypeople paid for the time that is spent viewing an ad:,nViral marketingnCustomizing adsnWebcastingnLive Web eventsnAdmediariesnAdvising in BLOGS and social networks27Affiliate Program*Can be linked from web page via:Text linksSearch BoxBanner links28F

14、ramework for Admediation:Example ofE-Mail Marketing (Turban et al.2010,p.223)29Example of Admediaries: 30Major considerations when implementing an online ad campaignntarget audience of online surfers should be clearly understoodnpowerful enough server must be prepared to handle the expected volume o

15、f trafficnassessment of success is necessary to evaluate the budget and promotion strategynCo-brandingmany promotions succeed because they bring together two or ore powerful partnersnEthical IssuesnIntegration with ordering and other business processes 31An Online Consumer Purchasing Model(Laudon&Tr

16、aver 2003)32nInstead of focusing on how to allocate spending across media,marketers should target stages in the decision journey.nConsumers are more influenced during evaluate and enjoy-advocate-bond stages while 70-90%marketing money goes to consider&buy stagenWhile up to 90%of marketing money goes to advertising and retail promotions.Yet the single most powerful impetus to buy is someone elses advocacynUp to 60%of skin care product consumers do online research after the purchase?!nThe coolest