Download Market Segmentation (市场细分)

Electronic Commerce
043002
Chapter 4: Marketing on the Web
Dr. Mingli Song
Dr. Mingli Song - School of Computer Science, Communication University of China, Beijing; email
[email protected];
Learning Objectives
In this chapter, you will learn about:

When to use product-based and customer-based
marketing strategies

Communicating with different market segments (市场细
分)

Customer relationship intensity and the customer
relationship life cycle

Using advertising on the Web
2
Learning Objectives

E-mail marketing

Technology-enabled customer relationship management

Creating and maintaining brands on the Web

Search engine positioning (排位) and domain name
selection
3
Key Terms











acquisition cost 客户争取成本
active ad 活动式广告
ad view 广告访问次数
ad-blocking software
广告屏蔽软件
affiliate marketing
关联营销
affiliate program broker 关联营销活动经纪
animated GIF
GIF动画
banner ad 横幅/旗帜广告
banner advertising network
横幅广告网络
banner exchange network
横幅广告交换网络
behavioral segmentation
客户行为细分
4
Key Terms











brand
品牌
brand leveraging 品牌延伸
cause marketing 理想营销
click
点击
clickstream
点击流
click-through
点阅率
contextual advertising 内容广告
conversion
转换
conversion cost 转换成本
conversion rate 转换率
cost per thousand (CPM)
每千人成本
5
Key Terms










crawler
网络爬虫
customer life cycle
客户生命周期
customer relationship management (CRM) 客户关系管理
customer value 客户价值
demographic segmentation
人口细分
domain name hosting 域名寄存
domain name parking 域名挂靠
electronic customer relationship management (eCRM)
电子客户关系管理
four Ps of marketing
营销的4P
geographic segmentation
地理细分
6
Key Terms










interactive marketing unit (IMU) ad format
告规格
interstitial ad
插页式广告
life-cycle segmentation 生命周期细分
localized advertising
本地广告
market segmentation
市场细分
marketing mix
营销组合
marketing strategy
营销战略
marketspace
虚拟市场
micromarketing 微观营销
occasion segmentation 场合细分
互动营销部广
7
Key Terms











opt-in email
许可电子邮件
page view
页面访问次数
paid placement (sponsorship) 付费放置 （赞助放置）
pay-per-click model
点击收费模式
pay-per-conversion model
转换收费模式
permission marketing 许可营销
place (distribution)
渠道（分销）
pop-behind ad 弹底式广告
pop-up ad 弹出式广告
psychographic segmentation 心理细分
rational branding 理性品牌创建
8
Key Terms











retained customer
维系的客户
retention cost
客户维系成本
rich media ad
富媒体广告
rich media object 富媒体对象
robot (bot) 网络机器人
search engine optimization
搜索引擎优化
search engine placement broker
搜索引擎放置经纪
search engine positioning
搜索引擎排位
search engine ranking 搜索引擎排序
search term sponsorship
搜索关键词赞助
search utility
检索工具
9
Key Terms









segment 细分市场
site sponsorship 网站赞助
skyscraper ad
擎天柱广告
touchpoint consistency 接触点一致
trial visit 尝试访问
trigger word
触发词
URL broker
域名经纪公司
usage-based market segmentation 使用率细分
viral marketing 病毒营销
10
Marketing Strategies

Most companies use term marketing mix (营销
组合) to describe combination of elements
they use to achieve their goals for selling and
advertising products and services

When company decides which elements it
will use, it calls the particular marketing mix
its marketing strategies (营销战略)
11
Essential Issues of Marketing

Four Ps of marketing

Product (产品)


Price (价格)


Amount customer pays for product
Promotion (促销)


Physical item or service that company is selling
Any means of spreading the word about product
Place (渠道，also called distribution 分销)

Need to have products or services available in
different locations
12
Product-Based Marketing
Strategies

When creating a marketing strategy


Managers must consider both the nature of their products
and the nature of their potential customers
Most office supply stores on the Web (e.g. office
depot in China)

Believe customers organize their needs into product
categories
13
Customer-Based Marketing
Strategies

Good first step in building a customerbased marketing strategy


Customer-based marketing approaches


Identify groups of customers who share
common characteristics
More common on B2B sites (e.g. Sabre
Holdings) than on B2C sites
B2B sellers

More aware of the need to customize product
and service offerings to match their customers’
needs
14
Communicating with Different
Market Segments

Identifying groups of potential customers


Media selection


The first step in selling to those customers
Can be critical for an online firm
Challenge for online businesses

Convince customers to trust them
15
Trust and Media Choice

The Web


Cost of mass media advertising


An intermediate step between mass media and
personal contact
Can be spread over its audience
Companies can use the Web

To capture some of the benefits of personal
contact, yet avoid some of the costs inherent in
that approach
16
Trust in Three Information
Dissemination Models
17
Market Segmentation (市场细分)

Targeting specific portions of the market with
advertising messages

Segments (细分市场)


Usually defined in terms of demographic
characteristics (人口统计学特征)
Micromarketing (微观营销)

Targeting very small market segments
18
Market Segmentation Cont’d

Geographic segmentation (地理细分)


Creating different combinations of marketing
efforts for each geographical group of customers
Demographic segmentation (人口细分)

Uses age, gender, family size, income, education,
religion, or ethnicity (种族) to group customers
19
Market Segmentation Cont’d

Psychographic segmentation (心理细分)

Groups customers by variables such as social
class, personality, or their approach to life

For example auto car companies may focus
sports car advertising to people who have a high
need for achievement
20
Television Advertising
Messages Tailored to Program
Audience
21
Market Segmentation on the
Web

The Web gives companies opportunity to present
different store environments online

The design of the site can immediate appeal to
different market segments, for example

For the young fashion-conscious buyer you may have a
site with a wide variety of typefaces, bold graphics and
bright color product photos (Steve Madden home page)

For the older, more established buyer you may have a
more muted conservative style (Talbots home page)
22
Market Segmentation on the
Web Cont’d

In the physical world, smaller retail stores
usually choose one image that appeals to
most of their customers

On the Web, retailers can provide separate
virtual spaces for different market segments
23
Offering Customers a Choice
on the Web

Companies can offer a form of one-to-one marketing (一
对一营销) by allowing customers to customize the
retailer’s Web site

One example of this is Dell.com


Offers each customer in Premier accounts its own
Web site

Allows individual employees of its customers to create
their own personalized pages within the Premier
account
This highly customized approach to offering products
and services that match the needs of a particular
customer is called one-to-one marketing
24
Beyond Market Segmentation:
Customer Behavior and
Relationship Intensity

Behavioral segmentation (行为细分)


Occasion segmentation (场合细分)


Creation of separate experiences for customers
based on their behavior
When behavioral segmentation is based on things
that happen at a specific time
Usage-based market segmentation (用法细分)

Customizing visitor experiences to match the site
usage behavior patterns of each visitor
25
Behaviour of a Browser (浏览者)


A browser enters your Web site to browse or
surf
In order to generate and maintain interest
Web sites should use trigger words (触发词)



These words jog the memory of visitors,
reminding them to buy from the site
As a result users stay longer at the site
A Web site should include extra content
related to the product or service offered
26
Behaviour of a Buyer (采购者)


Buyers arrive at your Web site ready to make
a purchase
A good Web site design would prevent
anything from getting in the way of the
purchase

As a result a Web catalog might provide a box on
the home page to enter the catalog number and
then allow the user to add the product to a
shopping cart
27
Behaviour of a Buyer Cont’d


The primary goal is to get the buyer to the
shopping cart as quickly as possible
The shopping cart



Allows the buyer to create an account
Allows the user to log in after placing items into
the cart
Logging in should be left to the end so that
barriers are not placed in the shopping process
28
Behaviour of a Shopper (购物者)

Shoppers arrive at a Web site wanting to buy
a product or service, but require more
information before purchasing, so they will
get the best deal and the best-suited product
29
Behaviour of a Shopper Cont’d

What is important to shoppers are:





Comparison tools
Product reviews
A list of features
Users control level of detail for product/service
One day a user might be a browser, the next
a shopper
30
Customer Relationship
Intensity and Life-Cycle
Segmentation

One goal of marketing


To create strong relationships between a
company and its customers
Good customer experiences
Can help create intense feeling of loyalty
 Touchpoints (接触点)
 Online and offline customer contact points
 Touchpoint consistency (接触点一致性)
 Goal of providing similar levels and quality of
service at all touchpoints

31
Five Stages of Customer
Loyalty
32
Five Stages of Customer
Loyalty

Awareness (知晓)



Customers recognized the name of the company
or one of its products
Advertising a brand or a company name is a
common way to achieve this level of relationship
Exploration (了解)


Potential customers learn more about the
company or its products
A large amount of information interchange can
occur between a company and its potential
customers
33
Five Stages of Customer
Loyalty Cont'd

Familiarity (熟悉)



Customers having completed several transactions
are aware of the company’s policies
They are also likely to shop and buy from
competitors of the company
Commitment (承诺)


Customers develop a fierce loyalty or strong
preference for the products or brands
And are often willing to tell others about how
happy they are with their interactions
34
Five Stages of Customer
Loyalty Cont'd

Separation (分离)



Customers might be severely disappointed by
changes in the level of service or product quality
Company can evaluate the relationship and
conclude that customers are costing too much to
maintain
An important goal of any marketing strategy
should be to move customers into the
commitment stage as rapidly as possible and
keep them there as long as possible.
35
Acquisition, Conversion, and
Retention of Customers

Acquisition cost (争取成本)


Conversion


Money a site spends to draw one visitor to site
Converting first-time visitor into a customer
Conversion cost (转变成本)

Cost of inducing one visitor to make a purchase,
sign up for a subscription, or register
36
Acquisition, Conversion, and
Retention of Customers

Retained customers (保留住的客户)


Customers who return to the site one or more
times after making their first purchases
Retention cost (维系成本)

The costs of inducing customers to return to a
Web site and buy again
37
Customer Acquisition,
Conversion, and Retention:
The Funnel Model

Marketing managers


Need to have a good sense of how their
companies acquire and retain customers
Funnel model (漏斗模型)

Used as a conceptual tool to understand the
overall nature of a marketing strategy

Very similar to the customer life-cycle model
38
39
Advertising on the Web

Banner ad (横幅广告)


Small rectangular object on a Web page that
display a stationary or moving graphic and
includes a hyperlink to the advertiser’s Web site
Interactive marketing unit (IMU) ad formats(互
动营销部广告规格)

Standard banner sizes that most Web sites have
voluntarily agreed to use
40
Banner Ad Placement (投放)

Banner exchange network (横幅广告交换网络)

Coordinates ad sharing

Businesses pay sites that appeal to one of
the company’s market segments to carry ads

Banner advertising network (横幅广告网络)

Acts as a broker between advertisers and Web
sites that carry ads
41
Measuring Banner Ad Cost
and Effectiveness

Cost per thousand method (CPM，每千人成
本法)


Trial visit (尝试访问)


Pricing metric used when a company purchases
mass media advertising
First time a visitor loads a Web site page
Repeat visits (重复访问)

When a visitor loads a page several time
42
Measuring Banner Ad Cost
and Effectiveness Cont'd

Page view (页面访问)


Impression (印象)


Each page loaded by a visitor
Each time the banner ad loads
Click-through (点阅)

If a visitor clicks on an ad that is displayed on a
Web page
43
Disguised (伪装的) Banner Ads
44
Other Web Ad Formats

Pop-up ad (弹出式广告)


Pop-behind ad (弹底式广告)


Appears in its own window when the user opens or
closes a Web page
A pop-up ad followed very quickly by command
that returns the focus to the original browser
window
Ad-blocking (广告屏蔽) software

Prevents banner ads and pop-up ads from loading
45
Other Web Ad Formats Cont’d

Interstitial ad (插页式广告)


When a user clicks a link to load a page, the
interstitial ad opens in its own browser window
Rich media (富媒体) ads (active ads，活动式
广告) generate graphics that float over the
Web page

These ads are attention grabbing, but intrusive
(侵扰的)
46
Site Sponsorships (网站赞助)

Give advertisers a chance to promote
products, services, or brands in a more subtle
way

Helps build brand images and develop
reputation rather than generate immediate
sales
47
Effectiveness of Online
Advertising

A major problem of measuring the effectiveness of
online advertising is the lack of single industry
measuring service

Part of the difficulty in measuring the effectiveness
of online advertising arises from the way in which
site visitors change Web surfing behaviors and
habits

Most marketing analysts agree online advertising is
much more effective if properly targeted
48
E-Mail Marketing

Sending one e-mail message to a
customer


Conversion rate (转换率)


Can cost less than one cent if the company
already has the customer’s e-mail address
The percentage of recipients who respond to
an ad or promotion
Opt-in (许可) e-mail

Practice of sending e-mail messages to people
who request information on a particular topic,
and is part of permission marketing (许可营销)
49
Technology-Enabled Customer
Relationship Management

Clickstream (点击流)


Information that a Web site can gather about its
visitors
Technology-enabled relationship
management

Firm obtains detailed information about a
customer’s behavior, buying patterns, etc. and
uses it to set prices and negotiate terms
50
51
Creating and Maintaining
Brands on the Web

Key elements of a brand (品牌)

Differentiation (差异化)


Relevance (相关性)


Company must clearly distinguish its product from all
others
Degree to which product offers utility to a potential
customer
Perceived value (认知价值)

Key element in creating a brand that has value
52
Elements of a Brand
53
Emotional Branding vs.
Rational Branding

Brands


Emotional appeals (感性诉求)


Can lose value if environment in which they have
become successful changes
Difficult to convey on the Web
Rational branding (理性品牌创建)

Relies on the cognitive appeal of the specific help
offered, not on a broad emotional appeal
54
Brand Leveraging Strategies
(品牌延伸策略)

One method for well-established Web sites is to
extend their dominant positions to other products
and services, called brand leveraging

Yahoo! is an excellent example

added search engine function early in its development

acquired GeoCities and Broadcast.com and entered into
extensive cross-promotion (交叉营销) partnership with Fox
entertainment and media companies

added features that Web users find useful and that
increase the site’s value to advertisers
55
Affiliate Marketing (关联营销)
Strategies

Affiliate marketing


Affiliate site


One firm’s Web site includes descriptions, reviews,
ratings, or other information about a product that
is linked to another firm’s site
Obtains the benefit of the selling site’s brand in
exchange for the referral
Cause (理想) marketing

Affiliate marketing program that benefits a
charitable organization
56
Affiliate Commissions

Affiliate commissions can be based on several
variables

In the pay-per-click (点击收费) model, the affiliate
earns a commission each time a site visitor clicks
the link and loads the seller’s page

In the pay-per-conversion (转换收费) model, the
affiliate earns a commission each time a site visitor
is converted into a customer
57
Viral Marketing (病毒营销)
Strategies

Relie on existing customers


To tell other people about products or services
they have enjoyed using
Example

Blue Mountain Arts

Electronic greeting card company

Purchases very little advertising, but is one of the
most-visited sites on the Web
58
Search Engine Positioning (排
位) and Domain Names

Search engine


Web site that helps people find things on the
Web
Spider, crawler, or robot


Index or database


Program that automatically searches the Web
Storage element of a search engine
Search utility (检索工具)

Uses terms provided to find Web pages that match
59
Search Engine Positioning and
Domain Names Cont’d

Nielsen//NetRatings


Frequently issues press releases (新闻公报) that
list most frequently visited Web sites
Search engine ranking (排序)

Weighting factors used by search engines to
decide which URLs appear first on searches for a
particular search term
60
Search Engine Positioning and
Domain Names Cont’d

Search engine positioning (排位) or search
engine optimization (优化)

Combined art and science of having a particular
URL listed near the top of search engine results
61
Paid Search Engine Inclusion
and Placement


Paid placement (付费放置)

Option of purchasing a top listing on results pages
for a particular set of search terms

Rates vary
Search engine placement brokers (经纪人)

Companies that aggregate inclusion and
placement rights on multiple search engines
62
Web Site Naming Issues

Domain names

Companies often buy more than one

Reason for additional domain names

To ensure that potential site visitors who misspell the
URL will still be redirected to intended site

Example: Yahoo! owns the name Yahow.com
63
64
URL Brokers and Registrars (注
册机构)

URL brokers (经纪公司)


ICANN (互联网域名与地址分配中心)


Sell, lease, or auction domain names that they
believe others will find valuable
Maintains a list of accredited registrars
Domain name parking (挂靠)

Permits purchaser of a domain name to maintain
a simple Web site so that domain name remains
in use
65
Summary

Four Ps of marketing


Market segmentation


Product, price, promotion, and place
Using geographic, demographic, and
psychographic information can work well on the
Web
Types of online ads

Banner ads, pop-ups, pop-behinds, interstitials,
and rich media ads
66
Summary

Technology-enabled customer relationship
management


Firms on the Web


Can provide better returns for businesses on
the Web
Can use rational branding instead of emotional
branding techniques
Critical for many businesses

Successful search engine positioning and
domain name selection
67
68
69
70
71
72
73
74
75
76
77