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Internet Marketing and Web Design Marketing Stream ESCEM, Poitiers – September 22-26, 2003 Guest Professors: Marty Huisman <Markety> Tom Leuchtner <InMentors> < © Copyright 2003 The Results Network > Internet Marketing - Poitiers 2003 1 Session 9: Business Plan Presentations, Workshop < © Copyright 2003 The Results Network > Internet Marketing - Poitiers 2003 2 End Session 9: Business Plan Presentations, Workshop < © Copyright 2003 The Results Network > Internet Marketing - Poitiers 2003 3 The (online) purchasing process Identified need How should my site support the customer in this process? < © Copyright 2003 The Results Network > Internet Marketing - Poitiers 2003 4 Session 10: Website Evaluation < © Copyright 2003 The Results Network > Internet Marketing - Poitiers 2003 5 End Session 10: Website Evaluation < © Copyright 2003 The Results Network > Internet Marketing - Poitiers 2003 6 Session 11: Website Prototype Workshop < © Copyright 2003 The Results Network > Internet Marketing - Poitiers 2003 7 End Session 11: Website Prototype Workshop < © Copyright 2003 The Results Network > Internet Marketing - Poitiers 2003 8 Competing Against the Net Retailer Responses to the eCommerce Challenge • Selective price discounts – Bricks and mortar merchants can offer discounts for products that can also be bought online • Concentrating attention on late adopters of technology – Some consumers have a lot of fear, uncertainty and doubt about the online shopping experience – This slows their defection to new online outlets < © Copyright 2003 The Results Network > Internet Marketing - Poitiers 2003 9 Competing Against the Net • Undifferentiated • Pine and Gilmore stress that the economy is evolving toward experienced-based value Retailers function less as sellers of products than as stagers of events < © Copyright 2003 The Results Network > Stage Experiences Competitive Position Creating and staging experiences Differentiated Retailer Responses to the E-Commerce Challenge Deliver Services Make Goods Extract Commodities Internet Marketing - Poitiers 2003 Market Pricing 10 Premium Competing Against the Net Retailer Responses to the E-Commerce Challenge: ‘Clicks and Mortar’ Adopt the Internet to create a hybrid system • • • Bricks and mortar retailers can move certain parts of their retailing function online Physical locations often a superior way to – Acquire customers – Set up customer relationships – Create a strong retail brand image The online presence – Drives business to the physical locations – Provides 24/7 convenience for loyal customers – Adds new functionality – gift registries and shopping services < © Copyright 2003 The Results Network > Internet Marketing - Poitiers 2003 11 Bargaining Power Determines Who Bears Risk • • < © Copyright 2003 The Results Network > Powerful sites shift risk to advertisers and demand sponsorships Powerful advertisers demand accountability and negotiate for prospect fees of a share of transaction revenue Internet Marketing - Poitiers 2003 12 The Many Ways to Pay Online Possible Payment Approaches Paid Traffic Sponsorship Impressions Leads Co-Brand L1 - Time L2 - Impressions Visits Downloads Buyers Users L3 - Results L4 - Expenditure Figure 5.8 < © Copyright 2003 The Results Network > Internet Marketing - Poitiers 2003 13 Payment Mechanisms Which Company Bears the Risk? Sponsorship Fixed Payment Banner Ads Impressions Prospect Fees Click Through Sales Commissions Purchase Risk Increases for the Web Site Being Paid • • • Sponsorship least risky: fixed payment Banner Ads: payment depends on impressions Prospect Fees & Sales Commissions: depend on success of site and advertiser < © Copyright 2003 The Results Network > Internet Marketing - Poitiers 2003 14 In Groups you will: • • • • • Create basic business plan Determine focus of business Target strategy with web Define objectives for internet/web presence Define web project initiative – Who what when where how < © Copyright 2003 The Results Network > Internet Marketing - Poitiers 2003 15 Session 12: Website Building Workshop < © Copyright 2003 The Results Network > Internet Marketing - Poitiers 2003 16 End Session 12: Website Building Workshop < © Copyright 2003 The Results Network > Internet Marketing - Poitiers 2003 17