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Electronic Commerce
E-Business, Ninth Edition
Chapter 4
Selling to Consumers Online
E-Business, Ninth Edition
Learning Objectives
• Product-based and customer-based marketing strategies
• Communicating with different market segments
• Customer relationship intensity and the customer
relationship life cycle
• Using advertising on the Web
• E-mail marketing
• Technology-enabled customer relationship management
• Creating and maintaining brands on the Web
• Search engine positioning and domain name selection
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Contents
Eight Search Engine and
One
Web Marketing Strategies
Domain Name
Two Communicating
Seven
Creating
And Maintaining
Brands on the Web
with Different Market
Segment
Six Technology-
Three Beyond Market
Enable CRM
Segmentation
Five E-Mail Marketing
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Four Advertising on the Web
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4.1
Web Marketing Strategies
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4.1 Web Marketing Strategies
4.1 Web Marketing Strategies
• Marketing mix 营销组合
– The combination of elements that the company use to
achieve their goals for selling and promoting their products
and service.
• Marketing strategy 营销战略
– When a company decides which elements it will use, the
particular marketing mix they called marketing strategy
– A company’s marketing strategy is an important tool that
works with its web presence to get the company’s message
across to both its current and prospective customers.
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4.1 Web Marketing Strategies
• Four Ps of marketing – essential issues of marketing
– Product 产品
4.1 Web Marketing Strategies
• Physical item or service that the company is selling
• Brand品牌: the customer’s perceptions of the product
– Price 价格
• Amount a customer pays for the product
• Customer value: the total cost is subtracted from the benefits that a
customer derives from the product
– Promotion 促销
• Any means of spreading the word about the product
– Place: distribution 渠道
• Need to have products or services available in different locations
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4.1 Web Marketing Strategies
4.1 Web Marketing Strategies
4.1.1
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4.1.2
Product-Based
Customer-Based
Marketing Strategies
Marketing Strategies.
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4.1.1 Product-Based Marketing Strategies
4.1 Web Marketing Strategies
• Web presence must integrate with image and brand
• When creating a marketing strategy, managers must
consider both the nature of their products and the
nature of their potential customers.
• When customers are likely to buy items from particular
product categories, or are likely to think of their needs in
terms of product categories, this type of product-based
organization makes sense
• Example: Most office supply stores on the Web believe
customers organize their needs into product categories
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4.1.2 Customer-Based Marketing Strategies
4.1 Web Marketing Strategies
• Web sites to meet various types of customers’
specific needs
– First step: identify customer groups sharing common
characteristics
– Second step: identify subgroups
• Example: Sabre Holdings
• Strategy pioneered on B2B sites
• B2C sites now adding customer-based marketing
elements
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4.2
Communicating with
Different Market Segments
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4.2 Communicating with Different Market Segments
4.2 Communicating with
Different Market Segments
4.2.1 Trust, Complexity, and Media Choice
4.2.2 Market Segmentation
4.2.3 Market Segmentation on the Web
4.2.4 Offering Customers a Choice on the Web
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• Identify groups of potential customers is just the first step in
selling to those customers. An equally important component
of any marketing strategy is to selection of communication
media to carry the marketing message
• Communications media selection to carry message
– Physical world
• Uses building construction and floor space design
– Online firm
• Communications media selection: critical
• No physical presence
• Customer contact made through image projected through media and
Web site
– Online firm challenge
• Obtain customer trust with no physical presence
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4.2 Communicating with Different Market Segments
4.2 Communicating with
Different Market Segments
4.2.1 Trust, Complexity, and Media Choice
4.2 Communicating with Different Market Segments
• The Web
– Is an intermediate step between mass media and personal
contact
– Using the Web to communicate with potential customers
offers many of the advantages of personal contact selling
and many of the cost saving mass media
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4.2.1 Trust, Complexity, and Media Choice
4.2 Communicating with Different Market Segments
FIGURE 4-2 Trust in three information dissemination models
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4.2.1 Trust, Complexity, and Media Choice
– Offers the lowest level of trust, many companies continue
to use it successfully
– Cost of mass media advertising can be spread over the
many people in its large audiences, and the cost of ad per
viewer is very low
– Many people have developed a resistance to the messages
conveyed in the mass media
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4.2 Communicating with Different Market Segments
• Mass media 大众媒体
4.2.1 Trust, Complexity, and Media Choice
4.2 Communicating with Different Market Segments
• The level of complexity inherent in the product or
service is also an important factor in media choice
– Products that have few characteristics or that are easy to
understand can be promoted well using mass media
• Because mass media is expensive to produce, most companies use
it to deliver short message
– Highly complex products and services are best promoted
through personal contact
• Allows the potential customer to ask clarifying questions during
the promotional presentation
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4.2.1 Trust, Complexity, and Media Choice
– The Web occupies a wide middle ground and can be used
for delivering short but focused messages that promote,
but can also to deliver longer and more complex messages
– The Web can even be used to engage the potential
customer in a back and forth dialogue similar to that used
in personal contact selling.
– The Web can offer elements of mass media messaging,
personal contact interaction, and anything in between
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4.2 Communicating with Different Market Segments
• The Web
4.2.1 Trust, Complexity, and Media Choice
• In contrast, Web users are actively engaged in the medium
• Companies can use the Web to capture some of the
benefits of personal contact, yet avoid some of the costs
inherent in that approach
• Most experts agree
– It is better to make the trust-based model of personal
contact selling work on the web than to adopt the mass
marketing approach on the web
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4.2 Communicating with Different Market Segments
• Mass media advertising campaigns that are successful
often rely on the passive nature of the media consumption
experience
4.2.1 Trust, Complexity, and Media Choice
4.2 Communicating with Different Market Segments
• The Internet has created new communications
modalities for individuals and companies
– Web log or blog 博客
• Website allowing people to post thoughts and inviting others to
add commentary
• Example：Stormhoek，红酒博友博红酒
– RSS （Really Simple Syndication）简易信息聚合
• Example：Amazon
– 微博
• Example：Kogi
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4.2.2 Market Segmentation
4.2 Communicating with Different Market Segments
• Market segmentation 市场细分
– Divides potential customer pool into segments
为什么能够进行市场细分？
消费者需求差异性的存在
市场细分又是为了什么？
客户需求具有相似性
为什么需要进行市场细分？
企业资源的有限性
前提性
目的性
客观基础
必要性
外在基础
理论基础
在异质的市场中寻找需求同质的客户群!
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4.2.2 Market Segmentation
4.2 Communicating with Different Market Segments
Geographic
segmentation
Demographic
segmentation
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Psychographic
segmentation
21
4.2.2 Market Segmentation
– Creating different combinations of marketing efforts for each
geographical group of customers
– By nation, state (province), city, or even by neighborhood
– By urban customer, suburban customer, and rural customer.
• Demographic segmentation 人口细分
– Uses age, gender, family size, income, education, religion, or
ethnicity to group customers
• Psychographic segmentation 心理细分
4.2 Communicating with Different Market Segments
• Geographic segmentation 地理细分
– Groups customers by variables such as social class, personality,
or their approach to life
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4.2.2 Market Segmentation
FIGURE 4-3 Television advertising messages tailored to program audience
• Companies do much more than just match advertising messages
to market segments. They also build a sales environment for
their product or service that corresponds to the market segment
they are trying to reach
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4.2 Communicating with Different Market Segments
• Television advertisers use all three categories
4.2.3 Market Segmentation on the Web
– Juicy Couture site targets young, fashion-conscious buyers
– Talbots site targets older, more established buyers
• Limitations of physical retail stores
– Floor and display space
– Must convey one particular message
• Web stores
– Separate virtual spaces for different market segments
– They even allow their customers to create their own stores
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4.2 Communicating with Different Market Segments
• The Web gives companies an opportunity to present
different store environments online
4.2.4 Offering Customers a Choice on the Web
4.2 Communicating with Different Market Segments
• Micromarketing 微观营销
– Practice of targeting very small market segments
– Hampered by cost increases
• One-to-one marketing 一对一营销
– Highly customized approach to offering products, services
matched to needs of a particular customer
– The Internet gives the opportunity for highly customized
interactions with customers
• Example: Dell
– Offers several different ways to do business with company
– Home page links for each major customer group
– Dell Premier accounts
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4.3
Beyond Market Segmentation:
Customer Behavior and
Relationship Intensity
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4.3 Beyond Market Segmentation:
Customer Behavior and Relationship Intensity
4.3 Beyond Market Sgementation
4.3.1
Segmentation Using Customer Behavior
Customer Relationship Intensity and
Life-Cycle Segmentation
4.3.3
Acquisition, Conversion, and Retention
of Customers
Customer Acquisition, Conversion, and
Retention: The Funnel Model
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4.3.2
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4.3.4
27
4.3 Beyond Market Segmentation:
Customer Behavior and Relationship Intensity
4.3 Beyond Market Sgementation
• Recap
– Companies target similar customer groups as market
segments
– One-to-one marketing
• Chance to create individually unique Web experiences
• Next step
– Beyond market segmentation, even beyond one-to-one
marketing, is when companies use the Web to target
specific customers in different ways at different times
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4.3.1 Segmentation Using Customer Behavior
• Same person
4.3 Beyond Market Sgementation
– Needs different combinations of products and services
• Depending on the occasion
• Behavioral segmentation 行为细分
– Creation of separate customer experiences based on their
behavior
– Occasion segmentation 场合细分
• Behavioral segmentation based on things happening at a specific
time or occasion
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4.3 Beyond Market Sgementation
4.3.1 Segmentation Using Customer Behavior
• Usually, businesses that operate in the physical world can
meet only one or a few of a customer’s differing behavioral
needs
• In the online world, it is much easier to design a single web
site that meets the needs of visitors who arrive in different
behavioral modes
• Thus a web site design can include elements that appeal to
different behavioral segments
• Marketing researchers study how and why people prefer
different combinations of products, services, and Web site
features and how these preferences are affected by their
modes of interaction with the site
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4.3.1 Segmentation Using Customer Behavior
4.3 Beyond Market Sgementation
• Usage-based market segmentation 用法细分
– People want web sites that offer a range of interaction
possibilities from which they can select to meet their needs
– Customizing visitor experiences to match the site usage
behavior patterns of each visitor or type of visitor
– One set of categories that marketers use today:
Browsers
Buyers
Shoppers
Three visitor mode
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4.3.1 Segmentation Using Customer Behavior
4.3 Beyond Market Sgementation
• Browsers 浏览者
– Visitors just surfing or browsing
– Web site: must offer something to pique visitors’
interest
– Trigger words 触发词
• Key words included in the web site that are jog the memories
of visitors and remind them of something they want to buy on
the site
• Prompt visitor to stay and investigate products or services
– Have links to site explanations, instructions for using
the site can be helpful to this type of customer
– Include extra content related to product or services
the site sells
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4.3.1 Segmentation Using Customer Behavior
4.3 Beyond Market Sgementation
• Buyers 采购者
– Ready to make a purchase right away
– They best thing a site can offer a buyer is certainty that
nothing will get in the way of the purchase transaction
• Shopping cart
– Part of the Web site
• Keeps track of selected items for purchase
• Automates purchasing process
– Page offers link back into shopping area
• Primary goal: get buyer to shopping cart as quickly as
possible
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4.3.1 Segmentation Using Customer Behavior
• Shoppers 购买者
4.3 Beyond Market Sgementation
– Visitors are motivated to buy, but they are looking for
more information before they make a purchase decision
– A site should offer comparison tools, product reviews, and
features lists
– Remember that a person might visit a Web site one day as
a browser, and then return later as a shopper or a buyer
• People do not retain behavioral categories from one visit to the
next, Even for the same Web site
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4.3.1 Segmentation Using Customer Behavior
• Alternative models
4.3 Beyond Market Sgementation
– McKinsey & Company’s six behavior-based categories
Sportsters
Simplifiers
Routiners
Visitor
behavior
Surfers
Connectors
Bargainers
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4.3.1 Segmentation Using Customer Behavior
• Alternative models
– McKinsey & Company’s six behavior-based categories
4.3 Beyond Market Sgementation
• Simplifiers (Like convenience)
• Surfers (Use the Web to find information and explore new ideas)
• Bargainers (Are in search for good deal)
• Connectors (Use the Web to stay in touch with other people)
• Routiners (Return to same sites over and over again)
• Sportsters (Spend time on sports, entertainment sites)
• The challenge for Web businesses is to identify groups
and formulate ways of generating revenue from each
segmentation
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4.3.2 Customer Relationship Intensity
and Life-Cycle Segmentation
4.3 Beyond Market Sgementation
• One goal of marketing is to create strong relationships
between a company and its customers
• One-to-one marketing and usage-based segmentation
value
– Strengthen companies’ relationships with customers
• Good customer experiences can help create an intense
feeling of loyalty toward the company and its products
or services
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4.3 Beyond Market Sgementation
4.3.2 Customer Relationship Intensity
and Life-Cycle Segmentation
• Researchers have identified several stages of loyalty as
customer relationships develop over time
• A five-stage model of customer loyalty that is typical of
these models appears in Figure 4-4
FIGURE 4-4 Five stages of customer loyalty
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4.3.2 Customer Relationship Intensity
and Life-Cycle Segmentation
4.3 Beyond Market Sgementation
• The model shows the increase in intensity of the
relationship as the customer moves through
– The first four stages: awareness, exploration, familiarity, and
commitment
– In the fifth stages: separation, a decline occurs and the
relationship terminates
– Not all customers go through the full five stages
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4.3.2 Customer Relationship Intensity
and Life-Cycle Segmentation
• Characteristics of the five stages
– Awareness 知晓
4.3 Beyond Market Sgementation
• Customers recognize company name, product
– Exploration 了解
• Customers learn more about company, products
– Familiarity 熟悉
• Customers have completed several transactions
• Customers aware of returns and credits policies
• Customers aware of pricing flexibility
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4.3.2 Customer Relationship Intensity
and Life-Cycle Segmentation
• Characteristics of the five stages
4.3 Beyond Market Sgementation
– Commitment 承诺
• Customer experiences highly satisfactory encounters
• Customer develops fierce loyalty or strong preference
• To lure customers from the familiarity stage to the commitment
stage, companies sometimes make concessions on prices or terms
– Separation 分离
• Conditions that made relationship valuable change
• Parties enter separation stage
• 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
– Life-cycle segmentation
• Customer life cycle (the five stages)
• Using stages to create customer groups in each stage
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4.3.2 Customer Relationship Intensity
and Life-Cycle Segmentation
4.3 Beyond Market Sgementation
转变
• 知晓
• 熟悉
了解
• 承诺
• 了解
（新访问者）
（新客户）
维系
争取
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（回头客）
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4.3.3 Acquisition, Conversion, and
Retention of Customers
4.3 Beyond Market Sgementation
• One goal of the marketing strategies and tactics
– Attract new visitors to a Web site
– The benefits of acquiring new visitors are different for web
businesses with different revenue models
– Advertising site
• Attracting as many visitors as possible
• Keeping those visitors at the site as long as possible
– Site for other revenue models
• Turning those visitors into customers
• Acquisition cost 争取成本
– The total amount of money site spends drawing one visitor to
site (average)
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4.3.3 Acquisition, Conversion, and
Retention of Customers
• Conversion 转变
4.3 Beyond Market Sgementation
– Convert first-time visitor into a customer
– Advertising site
• Visitor registers at the site
• A registered visitor returns to a site several times
– Site for other revenue models
• Buy a good or service
• Subscribes to the site’s content
• Conversion cost 转变成本
– Total amount of money site spends (average) to induce
one visitor to make a purchase, sign up for a subscription,
or register
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4.3.3 Acquisition, Conversion, and
Retention of Customers
• Retained customers 保留客户
4.3 Beyond Market Sgementation
– Customers who return the sites one or more times after
making their first purchases
• Retention costs 维系成本
– Costs of inducing customers to return to a web site and
buy again
• Most companies are very interested in retaining
customers, because the cost of acquiring a new
customer is between 3 and 15 times the cost of
retaining an existing customer
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4.3 Beyond Market Sgementation
4.3.3 Acquisition, Conversion, and
Retention of Customers
• Companies have found that measuring acquisition,
conversion, and retention costs is important because it
gives them an idea of which advertising and promotion
strategies are successful
– These measurements are more precise than classifying
customers into the five stages of loyalty in the customer lifecycle model
• Marketing managers need to have a good sense of how
their companies acquire and retain customers
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4.3.4 Customer Acquisition, Conversion,
and Retention: The Funnel Model
• Funnel model 漏斗模型
4.3 Beyond Market Sgementation
– Conceptual tool
• Provides understanding of overall nature of marketing strategy
• Clear structure for evaluating specific strategy elements
– Very similar to customer life-cycle model
• Less abstract
• Better at showing effectiveness of two or more specific strategies
– Provides good analogy for the operation of marketing
strategy
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4.3 Beyond Market Sgementation
4.3.4 Customer Acquisition, Conversion,
and Retention: The Funnel Model
FIGURE 4-5 Funnel model of customer acquisition, conversion, and retention
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4.3.4 Customer Acquisition, Conversion,
and Retention: The Funnel Model
4.3 Beyond Market Sgementation
• The wider the right end of the funnel, the better the
strategy.
• The funnel model can be used:
– Planning marketing strategies by comparing the projected
results shown in the diagram with the results for alternative
strategies shown in separate diagrams.
– Show results that can then be compared with the costs of
running the marketing campaign.
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4.4
Advertising on the Web
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4.4 Advertising on the Web
4.4 Advertising on the Web
4.4.1 Banner Ads
4.4.2 Text Ads
4.4.3 Other Web Ad Formats
4.4.4 Site Sponsorships
4.4.5 Online Advertising Cost and Effectiveness
4.4.6 Effectiveness of Online Advertising
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4.4 Advertising on the Web
– Awareness stage
• Advertising message should inform: describe a new product; suggest
new uses for existing products; describe specific improvements to a
product
– Exploration stage
• Message should explain how product or service works and encourage
switching brands
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4.4 Advertising on the Web
• Advertising is an attempt to disseminate information in
order to affect buyer-seller transactions
• Five-stage customer loyalty model: helpful in creating
advertising messages to convey to each audience
4.4 Advertising on the Web
4.4 Advertising on the Web
• Five-stage customer loyalty model: helpful in creating
advertising messages to convey to each audience
– Familiarity stage
• Message should be persuasive: Convincing customers to purchase
specific products
– Commitment stage
• Customer sent reminder message
– Separation Stage
• Customer not targeted ads
• Most companies that launch electronic commerce initiatives
already have advertising programs in place
• Online advertising should always be coordinated with
existing advertising efforts
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4.4 Advertising on the Web
– Television viewers are migrating移动 to the Internet
– Cost (cheaper, only about 3 percent of traditional media ) and
more audience (any place)
– Richness of format (text, audio, graphics, animation)
– Personalization （one-to-one ad to fit individual viewers)
– Timeliness (update anytime)
– Participation and interactive (the use of internet itself is
growing)
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4.4 Advertising on the Web
• Why Internet advertising?
4.4 Advertising on the Web
4.4 Advertising on the Web
网上广告的主要形式
横幅广告
文本广告
其他广告
弹出式广告
网站赞助
弹底式广告
活动式广告
插页式广告
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4.4.1 Banner Ads
4.4 Advertising on the Web
• Banner ad 横幅广告
– Small rectangular object on Web page that displays
stationary or moving graphic
– Includes hyperlink to advertiser’s Web site
– Can serve both informative and persuasive functions
– GIF  animated GIFs  rich media  rotated
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4.4.1 Banner Ads
– Standard banner sizes that most Web sites have voluntarily
agreed to use
– Endorsed by IAB (Interactive Advertising Bureau ):
– a not-for-profit organization that promotes the use of
internet advertising and encourages effective internet
advertising.
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4.4 Advertising on the Web
• Interactive marketing unit (IMU) 互动营销部 ad formats
4.4.1 Banner Ads
4.4 Advertising on the Web
• By 2003, using more than 15 different IMU ad formats
– 以下其中八种（单位为像素）。
1.
468*60，应用最为广泛的广告条尺寸，用于页眉或页脚。
2.
120*60，这种广告规格主要用于做LOGO使用。
3.
120*120，这种广告规格适用于产品或新闻照片展示。
4.
234*60，这种规格适用于框架或左右形式主页的广告链接。
5.
120*90，主要应用于产品演示或大型LOGO。
6.
125*125，这种规格适于表现照片效果的图像广告。
7.
392*72，主要用于有较多图片展示的广告条，用于页眉或页脚。
8.
88*31，主要用于网页链接，或网站小型LOGO。
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4.4.1 Banner Ads
– Medium rectangle
– Rectangle
中矩形广告 （300*250）
矩形广告 （180*150）
– Leaderboard ad 通栏广告 （728*90）
•
A banner ad that is designed to span Web page top or bottom
– Skyscraper ad 擎天柱广告 （160*600）
•
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A banner ad that is designed to be placed on Web page side and
remains visible as user scrolls through the page
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4.4 Advertising on the Web
• IAB encourage its members to agree to only 4 standard
formats
4.4.1 Banner Ads
4.4 Advertising on the Web
• Banner ad placement 横幅广告投放
– Use a banner exchange network
• Coordinates ad sharing
• Free, but often difficult to find a group of other web sites that
have formed an exchange or that belong to an exchange that are
not direct competitors
– Find Web sites appealing to company’s market segments
• Pay sites to carry ad
• Take considerable time and effort
– Use a banner advertising network
• Acts as broker between advertisers and Web sites that carry ads
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4.4.1 Banner Ads
4.4 Advertising on the Web
• New strategies for banner ads
– When banner ads first appeared on the Web in the mid1990s, they were a novelty for Web surfers
• As users saw more ads, however, the ads lost ability to attract
attention
– Solutions
• Introduce animated GIFs with moving elements
• Create ads displaying rich media effects (movie clips)
• Add interactive effects (Java programs): respond to user’s click
with some action
• Create ads acting like mini video game
• Create ads appearing to be dialog boxes
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4.4.2 Text Ads
– No graphic elements:
• Usually placed along Web page top or right side
• Example: Google
– The use of text ads was one of the innovations that helped
Google become one of the leading search sites on the Web
– It gave Google an effective way to earn money while providing
users with a useful search experience
• Inline text ad
– Text in stories displayed as hyperlinks
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4.4 Advertising on the Web
• An ad format that is deceptively simple but very effective is
the text ad 文本广告
• Short promotional message
4.4.3 Other Web Ad Formats
4.4 Advertising on the Web
• Pop-up ad 弹出式广告
– Appears in its own window when user opens or closes a
Web page
– Without usual browser controls
– Considered to be extremely annoying
• Must click close button (small) in window of ad
• Pop-behind ad 弹底式广告
– A pop-up ad followed by a quick command that returns
focus to original browser window
• Ad-blocking software
– Prevents banner ads and pop-up ads from loading
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4.4.3 Other Web Ad Formats
– When a user clicks link to load page
• Interstitial ad opens in its own browser window
• Instead of page user intended to load
– Many close automatically, some required user click on a button
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4.4 Advertising on the Web
• Interstitial ad 插页式广告
4.4.3 Other Web Ad Formats
– Generate graphical activity that “floats” over the Web page
itself instead of opening in a separate window
– Always contains moving graphics and usually include audio and
video elements
– Example: 30 second ad before television show
– No obvious way to dismiss
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4.4 Advertising on the Web
• Rich media ads (active ads) 富媒体广告
4.4.4 Site Sponsorships
– These site sponsorships give advertisers a chance to promote
their products, services, or brands in a more subtle way than
by placing banner or pop-up ads on the sites
• Companies that buy Web site sponsorships have goals that
are similar to those of sporting event sponsors or television
program sponsors
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4.4 Advertising on the Web
• Web sites offer advertisers opportunity to sponsor all (or
parts) of their sites
4.4 Advertising on the Web
4.4 Advertising on the Web
•
•
•
•
•
•
•
关键字广告，或搜索广告
推荐广告
视频广告
分类广告
电子杂志广告
声音广告
新闻式广告
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4.4.5 Online Advertising Cost and Effectiveness
4.4 Advertising on the Web
• Companies want Web sites to make favorable
impression on potential customers
• Raises issue of measuring Web site effectiveness
• Cost per thousand (CPM) 千人成本法
– “M” from Roman numeral for “thousand”
– Dollar amount paid for every thousand people in the
estimated audience
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4.4.5 Online Advertising Cost and Effectiveness
4.4 Advertising on the Web
• Visit 访问
– Occurs when visitor requests a page from Web site
• Trial visit 尝试访问
– First time a particular visitor loads Web site page
• Repeat visits 重复访问: subsequent page loads
• Page view 页面访问: each page loaded by a visitor
– Ad view 广告访问: occurs if page contains an ad
• Impression 印象: each time banner ad loads
• Click (click-through) 点阅广告
– The visitor clicks banner ad to open advertiser’s page
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4.4.5 Online Advertising Cost and Effectiveness
4.4 Advertising on the Web
• New metrics to evaluate advertising yield outcomes
– Measure number of new visitors who buy first time after
arriving at site
• By way of click-through
– Calculate advertising cost of acquiring one customer on
the Web
• Compare to how much it costs to acquire one customer through
traditional channels
– Measuring Web audiences is more complicated because of
the Web’s interactivity and because the value of a visitor to
an advertiser depends on how much information the site
gathers from the visitor
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4.4.6 Effectiveness of Online Advertising
• Major problem
– Lack of single industry standard measuring service
• Solution (2004)
– Set of media measurement guidelines
• Used by all online advertisers
• Produce comparable ad view numbers
• Difficulties remain
– Site visitors change Web surfing behaviors, habits
– Market segmentation is an important element in online
advertising success
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4.4 Advertising on the Web
• After years of experimenting with a variety of online
advertising formats, the effectiveness of online advertising
remains difficult to measure
4.5
E-Mail
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4.5 E-Mail Marketing
4.5.1
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4.5.2
Combining Content and Advertising
4.5.3
Outsourcing E-Mail Processing
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4.5 E-Mail Marketing
4.5 E-Mail Marketing
• E-mail can be a very powerful element in any
company’s advertising strategy
• Many business would like send email messages to
their customers and potential customers
– To announce new product, new product features, or sales
on existing products
• A key element in any e-mail marketing strategy:
– Obtain customers’ approvals
• Before sending them any e-mail that includes a marketing or
promotional message
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4.5 E-Mail Marketing
4.5.1 Permission Marketing
• Opt-in e-mail 许可电子邮件
– Practice of sending e-mail messages to people who request
information on a particular topic or about a specific product
• Permission marketing 许可营销
– A kind of marketing strategy that sends specific information
only to people who have indicated an interest in receiving
information about the product or service being promoted
– should be more successful than a marketing strategy that
send general promotional messages through the mass media
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4.5 E-Mail Marketing
4.5.1 Permission Marketing
• Conversion rate 转换率
– The percentage of recipient who respond to an ad or promotion
– Requested email: 10%-30%
• Companies offering opt-in e-mail services:
– PostMasterDirect
– Yesmail
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4.5 E-Mail Marketing
4.5.2 Combining Content and Advertising
• One strategy for getting email accepted by customers and
prospects that many companies have found successful is
to combine content with an advertising email message
– Articles and news stories that would interest specific market
segments are good ways to increase acceptance of e-mail
• Advertisers send content by:
– Using hyperlinks inserted into e-mail messages
• Takes customers to advertiser’s Web site content
• Coordination across media outlets
– Important element in any marketing strategy
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4.5 E-Mail Marketing
4.6
Technology-Enabled
Customer Relationship Management
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4.6 Technology-Enabled
Customer Relationship Management
• The nature of the Web, with its two-way
communication features and traceable connection
technology, allows firms to gather much more
information about customer behavior and preferences
than they can gather using micromarketing approaches
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4.6 Technology-Enabled
Customer Relationship Management
• Clickstream点击流
– Information that a Web site can gather about its visitors:
which pages were viewed, how long each page was viewed,
the sequence, and similar data
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4.6 Technology-Enabled
Customer Relationship Management
• 点击流（clicksteams）
– 网站内容分析
• 网站总页面流量、访问集中时段、访问量最高的月份、关
注最少的页面、到达本网站流量最多的外部驱动、页面平
均驻留时间、访问流失率较高的页面
– 用户行为分析
• 按照地理划分用户群体统计，用户查询商品的方式，用户
关注的商品排序
– 销售实施分析
• 商品关注度、访问购买转化率、促销效果
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4.6 Technology-Enabled
Customer Relationship Management
• Data warehouse (large database) 数据仓库
– Contains multiple sources of information about customers,
their preferences, their behavior
• Data mining (analytical processing) 数据挖掘
– Technique that examines stored information
– Looks for unknown, unsuspected patterns in the data
• Statistical modeling 统计模型
– Technique that tests CRM analysts’ theories about
relationships among customer and sales data elements
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4.6 Technology-Enabled
Customer Relationship Management
• Technology-enabled relationship management
– Firm obtains detailed information about a customer behavior,
preferences, needs, and buying patterns and uses that
information to set prices, negotiate terms, tailor promotions,
add product features, and otherwise customize its entire
relationship with that customer
– Most companies currently use these concepts to manage
customer relationship
– Also known as:
• Customer relationship management (CRM)
• Technology-enabled customer relationship management
• Electronic customer relationship management (eCRM)
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4.6.1 CRM as a Source of Value in the Marketspace
• Marketplace
– Commerce in the physical world
• Marketspace 虚拟市场
– Commerce in the information world
– Value creation requires different processes
– Firms use information to create new value for customers
• Many electronic commerce Web sites today offer customers
the convenience of an online order history, recommendations
based on previous purchases, and show current information
about products in which the customer might be interested.
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4.6 Technology-Enabled
Customer Relationship Management
FIGURE 4-8 Technologyenabled relationship
management
and traditional customer
relationships
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4.6.1 CRM as a Source of Value in the Marketspace
• Successful web marketing approaches all involve
– Encourage the customer to buy
• Enabling the potential customer to find information easily
• Customizing the depth and nature of that information
– Track and examine the behaviors of their web site visitors
– use that information to provide customized, value-added
digital products and services in marketspace
• Companies that use these technology-enabled
relationship management tools to improve their contact
with customers are more successful on the web.
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Figure 4-9
•
•
•
•
Data gathering
Data storage
Data analysis
Recommend actions
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Figure 4-9
客户分析
• 识别企业的“金牌”客户。
• 哪些客户导致了企业成本的发生？
• 企业本年度最想和哪些企业建立商业关系？选择出几个这样
的企业。
• 上年度有哪些大宗客户对企业的产品或服务多次提出了抱怨？
列出这些企业。
• 去年最大的客户是否今年也订了不少的产品？找出这个客户。
• 是否有些客户从你的企业只订购一两种产品，却会从其他地
方订购很多种产品？
• 根据客户对于本企业的价值（如市场花费、销售收入、与本
公司有业务交往的年限等），把客户（包括上述5%与20%的
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客户）分为A、B、C三类。
4.6 Techonolgoy-Enabled Customer Relationship Management
4.7
Creating and Maintaining
Brands on the Web
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4.7 Creating and Maintaining Brands on the Web
4.7 Creating and Maintaining Brands on the Web
4.7.1 Elements of Branding
4.7.2 Emotional Branding vs. Rational Branding
4.7.3 Brand Leveraging Strategies
4.7.4 Brand Consolidation Strategies
4.7.5 Cost of Branding
4.7.6 Affiliate Marketing Strategies
4.7.7 Viral Markting Strategies
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4.7 Creating and Maintaining Brands on the Web
4.7 Creating and Maintaining Brands on the Web
• A known and respected brand name can present to potential
customers a powerful statement of quality, value, and other
desirable qualities in one recognizable element.
• Branded products are easier to advertise and promote, because
each product carries the reputation of the brand name
• Many famous brand have been developed over many years with
the expenditure of tremendous amounts of money.
– Walt Disney, Ford auto, CocaCola
– However, the value of these and other trusted major brands far exceeds the
cost of creating them.
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4.7 Creating and Maintaining Brands on the Web
4.7 Creating and Maintaining Brands on the Web
品牌整合策略
品牌延伸策略
品牌创建与维系策略
品牌要素
elements
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maintaining
Leveraging
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4.7 Creating and Maintaining Brands on the Web
4.7.1 Elements of Branding
• Three key brand elements
– Product differentiation 产品差异化
• Company must Clearly distinguish its product from all others in the
market
– Relevance 相关性
• Degree to which product offers utility to a potential customer
– Perceived value (key element) 感知价值
• Key element in creating a brand that has value
• Customer perceives a value in buying product
• Brands can lose their value if the environment in
which they have become successful changes
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4.7 Creating and Maintaining Brands on the Web
4.7.1 Elements of Branding
FIGURE 4-10 Elements of a brand
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4.7 Creating and Maintaining Brands on the Web
4.7.2 Emotional Branding vs. Rational Branding
• Emotional Branding 感性品牌创建
• Emotional appeals 感性诉求
– Work well on television, radio, billboards, and in print
media, because the ad targets are in passive mode of
information acceptance
– Difficult to convey on Web
• Active medium controlled by customer
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4.7 Creating and Maintaining Brands on the Web
4.7.2 Emotional Branding vs. Rational Branding
• Rational branding 理性品牌
• Rational appeal 理性诉求
– Offer to help Web users in some way In exchange for
viewing an ad
– Relies on cognitive appeal of the specific help offered, not
on a broad emotional appeal
– Example: hotmail, excite mail, yahoo mail
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4.7 Creating and Maintaining Brands on the Web
4.7.3 Brand Leveraging Strategies
• Brand leveraging 品牌延伸
– The strategy of extend dominant positions to other
products and services
– Rational branding is not the only way to build brands on
the Web. One method that is working for well-established
Web sites is to extend their dominant positions to other
products and services
– Examples
• Google：搜索引擎、电子邮箱、地图、浏览器、拼音输入法、翻译、
安卓、Picasa、Docs
• 腾讯：QQ即时通讯、游戏、邮箱、微博、空间、拍拍网、SOSO搜
索、视频、音乐
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4.7 Creating and Maintaining Brands on the Web
4.7.4 Brand Consolidation Strategies
• Market intermediary
• Example
– Della & James: online bridal registry
• Now WeddingChannel.com
– Created single registry connecting to several local and
national department, gift stores
– Logo and branding of each participating store
• Featured prominently on WeddingChannel.com site
– Provides valuable consolidating activity for registering
couples and guests that no store operating alone could
provide
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4.7 Creating and Maintaining Brands on the Web
4.7.5 Costs of Branding
• Transferring existing brands to the Web or using the web
to maintain an existing brand is much easier and less
expensive than creating an entirely new brand
• 1998
– A large number of companies began spending significant
amounts of money to build new brands on the web
– Top 100 e-commerce sites each spent $8 million (average)
• March 2000: money supply began drying up
– Resulting in smaller advertising expenditures
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4.7 Creating and Maintaining Brands on the Web
4.7.5 Costs of Branding
• Promoting any company’s Web presence should be an
integral part of brand development and maintenance
– The company’s URL should always be included on product
packaging and mass media advertising on radio, television,
and in print
– Search engine
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4.7 Creating and Maintaining Brands on the Web
4.7.6 Affiliate Marketing Strategies
• Affiliate marketing 关联营销
– One firm’s Web site (affiliate site) includes descriptions,
reviews, ratings, other information about a product linked to
another firm’s site that offers item for sale
• Affiliate site
– Obtains the benefit of the selling site’s brand in exchange for
the referral
• Cause marketing 公益营销
– Affiliate marketing program benefiting charitable organization
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4.7 Creating and Maintaining Brands on the Web
4.7.6 Affiliate Marketing Strategies
• Affiliate commissions
– Pay-per-click model
• The affiliate earns a commission each time a site visitor clicks the link
and loads the seller’s page
– Pay-per-conversion model
• The affiliate earns a commission each time a site visitor is converted
from a visitor into either a qualified prospect or a customer
– Combination of these methods
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4.7 Creating and Maintaining Brands on the Web
4.7.7 Viral Marketing Strategies
• Viral marketing 病毒营销
– Relies on existing customers tell other people (prospective
customers) about products or service they have enjoyed
using
– By customer-to-customer communication
– Affiliate marketing uses websites to spread the word about
a company, whereas viral marketing approaches use
individual customers to do the same thing
– Example: Hotmail
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4.8
Search Engine Positioning
And Domain Names
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4.8 Search Engine Positioning and Domain Names
4.8 Search Engine Positioning and
Domain Names
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Search Engines and
Web Directories
4.8.2
Paid Search Engine
Inclusion and Placement
4.8.3
Web Site Naming Issues
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4.8 Search Engine Positioning and Domain Names
4.8 Search Engine Positioning and
Domain Names
• Ways that potential customers find Web sites
–
–
–
–
–
–
Referred by friend
Click a link on a referring Web site
Referred by affiliate marketing partner
See site’s URL in print advertisement, television
Arrive unintentionally after mistyping similar URL
Use a search engine or directory Web site
• Many site visitors are directed to the site by a search
engine or directory Web site
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4.8 Search Engine Positioning and Domain Names
4.8.1 Search Engines and Web Directories
• Search engine 搜索引擎
– Web site that helps people find things on the Web
• Search engine have three major parts
– Spider网络蜘蛛 (crawler, robot, bot)
• Program that automatically searches Web to find potentially interesting
Web pages for people
– Index (database)
• Storage element of search engine
– Search utility
• A program that creates a web page that is a list of links to URLs that the
search engine has found in its index that match the site visitor’s search
terms
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4.8 Search Engine Positioning and Domain Names
4.8.1 Search Engines and Web Directories
• Search engine ranking 搜索引擎排序
– Weighting of factors used by search engines to decide which
URLs appear first on searches for a particular search term
• Search engine positioning 搜索引擎排位(search engine
optimization, search engine placement)
– The combined art and science of having a particular URL
listed near the top of search engine
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4.8 Search Engine Positioning and Domain Names
4.8.2 Paid Search Engine Inclusion and
Placement
• Paid placement (sponsorship, search term sponsorship)
– Option of purchasing a top listing on results pages for a
particular set of search terms
– Another option for companies is to buy banner ad space at the
top of search results pages that include certain terms.
– Search engine placement brokers
• Companies that aggregate inclusion and placement rights on
multiple search engines and then sell those combination
packages to advertisers
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4.8 Search Engine Positioning and Domain Names
4.8.3 Web Site Naming Issues
• URLs should reflect company name or reputation
• Obtaining identifiable names to use on the Web can
be an important part of establishing a Web presence
that is consistent with the company’s existing image
in the physical world
• Troublesome domain names
– Purchase more suitable domain names
– Examples:
• www.iflyswa.com changed to www.southwest.com
• www.delta-air.com changed to www.delta.com
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4.8 Search Engine Positioning and Domain Names
4.8.3 Web Site Naming Issues
• Companies often buy more than one domain name
– Reason for additional domain names is to ensure that
potential site visitors who misspell the URL will still be
redirected to the intended site
– Examples:
• Yahoo! Owns the name Yahow. Com
• General Motors: GM. Com, GeneralMotors.com, Chevrolet.com,
Chevy.com, GMC.com
– Have different names or forms of names
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4.8 Search Engine Positioning and Domain Names
4.8.3 Web Site Naming Issues
• URL Brokers and Registrars
– URL brokers
• Sell, lease, or auction domain names
– ICANN 互联网域名与地址分配中心
• Maintains a list of accredited registrars
– Domain name parking 域名寄存
• Domain name hosting 域名挂靠
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Summary
• Four Ps of marketing
– Product, price, promotion, and place
• Market segmentation
– Using geographic, demographic, and psychographic
information can work well on the Web
• Types of online ads
– Pop-ups, pop-behinds, and interstitials
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Summary
• Firms on the Web can use rational branding
instead of emotional branding techniques
• Technology-enabled customer relationship
management can provide better returns for Web
businesses
• Critical for many businesses is successful search
engine positioning and domain name selection
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Chapter 4
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