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The internet and B2B marketing Ch 17 of De Pelsmacker et al (2001) Marketing Communications The uses of cyberspace Angehrn 1997 Virtual Information Space Web pages Product info Price Availability Virtual Transaction Space E-commerce Orders Payments Virtual Communication Space Advertising Email Message boards Virtual Distribution Space Downloads File transfers Fulfillment Order-tracking Search engine marketing • Keyword analysis –Search Engine Optimisation – what words do potential customers use? – optimise the site design to ensure high listing • Paid placement • Pay per click – bidding against competitors for highest listing • Domain names choice see www.webgravity.co.uk Now more than 1/3 of online marketing budgets MarketingSherpa 2005 Web site design www.insites.be in Pelsmacker • Content productivity – relevant, up-to-date, meeting needs • Browse efficiency – ease of navigation • Design efficiency – interpreted and understood correctly • Exchange level – interactivity • Emotional attractiveness – entertainment value – speaks our language Relationships on-line • Communication – information – dialogue • Differentiation – exclusive content and services for subscribers • Personalisation – using cookies to recognise and personalise • Reward On-line communities e.g.user forum, message board • • • • • Customer to customer communication added value for the website user Viral marketing feedback PR vehicle not an advertising medium Effects on the value chain • Disintermediation or re-intermediation • Depersonalisation or customisation • Commoditisation or value-added differentiation or customer contact management • Customer control of contact and content