Download Electronic Commerce

Electronic Commerce
Semester 2 Term 2 Lecture 19
Intranets & Target Marketing
• In the area of direct marketing, Intranets help hone
the efficiency of customer contacts
• The Intranet interface adds value to the customer
interchange by automating the process of
qualifying leads from an external Web home page
• Used in conjunction with other applciations, the
Intranet enables the integration of the Web as an
interactive marketing forum to become an input to
the sales and marketing processes within the
company
How Does This Work?
• The external web page enables a prospective
customer to simply register their interest level and
information direcly into the home page
• The lead is then automatically assigned to the
appropriate inside telesales representative and a
follow-up task and assignment are immediately
sent off
• As the representative starts to work with the lead,
all the relevant information has been captured and
can be immediately put to use increasing
productivity of the salesforce and ultimately
shortening the sales cycle
Components of the Typical
Database
• All customer contacts, whether by mail, phone, direct
salesperson or national account manager
• The status of all sales efforts
• The origins of all leads
• All leads that are being qualified internally and by whom,
and all leads that have been forwarded to distributors
• All customers who decided to buy
• What and when they purchased
• Any incentive or promotions that helped close the deal
• Co-ordination of information through this system prevents
independent marketing groups from pursuing the same
customers with conflicting promotions
Co-Ordination Requirements
Being Met by Intranets
• Provide individualised lead and contact
management through automatically updated to do
lists and followup lists
• Drive leads to closure while tracking all the
decision makers, even if they are distributed over
multiple sites
• Automatically escalate action requests and notify
appropriate people when deal status changes
• Generate forecasts, including product, territory,
regional, nationals and worldwide reports
• Generate lost business reports to support analysis
of product/market needs
Publishing Dynamic Sales
Information
• The sales environment changes constantly, as
promotions and price lists are updated and leads
and competitive information become available
• Hence, it is important to keep everyone up to date
• Intranets have proven that they are the ideal
medium for facilitating effective busienss
communications
• They provide universal access to dynamic, up-tothe-minute sales intelligence to all over the
enterprise
Implementation Challenges
• Business problem: timely and low cost distribution
of information; need to reduce cycle time for
filling orders
• Solution: Use world wide web to publish and
solicit content; automate processes using Intranets
and enable electronic sales via the web
• Requirements: Interface internal order
management systems with the web
• Benefits: Low-cost medium with fast turnaround’
enables world wide electronic sales; automates
internal business processes
What are the Management
Issues?
• Creation of an integrated sales database is an
astute management investment
• The database chronicles every one of a company’s
marketing and sales activities from advertising
that generates leads to direct mail and telephone
qualification of the leads, to closing the first sale –
all the way through the life of each account
• It enables marketing and sales management to
relate marketing actions with marketplace results