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LEARNING OBJECTIVES (LO)
AFTER READING CHAPTER 21, YOU SHOULD BE ABLE TO:
LO 21-1
LO 21-2
LO 21-3
Describe what interactive marketing
is and how it creates customer value,
customer relationships, and customer
experiences.
Identify the demographic and lifestyle
profile of online consumers.
Explain why certain types of products
and services are particularly suited
for interactive marketing.
21-2
LEARNING OBJECTIVES (LO)
AFTER READING CHAPTER 21, YOU SHOULD BE ABLE TO:
LO 21-4
LO 21-5
Describe why consumers shop and buy
online and how marketers influence
online purchasing behavior.
Define cross-channel shoppers and the
role of transactional and promotional
websites in reaching these shoppers.
21-3
SEVEN CYCLES DELIVERS
JUST ONE BIKE. YOURS.
21-4
CREATING CUSTOMER VALUE, RELATIONSHIPS,
LO 21-1
AND EXPERIENCES IN MARKETSPACE
CUSTOMER VALUE CREATION IN MARKETSPACE

Marketplace

Marketspace
• Time Utility
• Possession Utility
• Form Utility
21-5
FIGURE 21-1 Trends in online shoppers and
online retail sales in the United States
21-6
FIGURE 21-1A Trend in online shoppers in the
United States
21-7
FIGURE 21-1B Trend in online retail sales
revenue in the United States
21-8
CREATING CUSTOMER VALUE, RELATIONSHIPS,
LO 21-1
AND EXPERIENCES IN MARKETSPACE
INTERACTIVITY AND INDIVIDUALITY IN MARKETSPACE

Interactivity

Individuality

Interactive Marketing

Choiceboard
M&Ms
• Collaborative Filtering
21-9
CREATING CUSTOMER VALUE, RELATIONSHIPS,
LO 21-1
AND EXPERIENCES IN MARKETSPACE
INTERACTIVITY AND INDIVIDUALITY IN MARKETSPACE

Personalization

Permission Marketing
• Opt-In
• Opt-Out
21-10
FIGURE 21-2 Seven website design elements
that drive customer experience
21-11
CREATING CUSTOMER VALUE, RELATIONSHIPS,
LO 21-1
AND EXPERIENCES IN MARKETSPACE
CREATING AN ONLINE EXPERIENCE

Customer Experience
• Context
 Functional
 Aesthetic
• Content
• Customization
21-12
CREATING CUSTOMER VALUE, RELATIONSHIPS,
LO 21-1
AND EXPERIENCES IN MARKETSPACE
CREATING AN ONLINE EXPERIENCE

Customer Experience
• Connection
• Communication
• Community
• Commerce
21-13
USING MARKETING DASHBOARDS
LO 21-1
Sizing Up Site Stickiness at
Sewell Automotive Companies
Average Time Spent per Unique Monthly Visitor
×
=
Average Time
Spent per
Unique Monthly
Visitor (minutes)
Average Visits
per Unique
Monthly Visitor
Average Time
Spent per
Visit (minutes)
21-14
LO 21-2
ONLINE CONSUMER BEHAVIOR AND
MARKETING PRACTICE IN MARKETSPACE
WHO IS THE ONLINE CONSUMER?

Online Consumers

Online Consumer
Lifestyle Segmentation
• Click-and-Mortar
• Time-Sensitive Materialists
• Hunter-Gatherers
• Hooked, Online, and Single
• Brand Loyalists
• Ebivalent Newbies
21-15
MARKETING INSITE
LO 21-2
Are You a Roving Node, a Mobile Newbie,
or a Drifting Surfer?
21-16
LO 21-2
MARKETING MATTERS
Meet Today’s Internet Mom on a Mission
21-17
LO 21-3
ONLINE CONSUMER BEHAVIOR AND
MARKETING PRACTICE IN MARKETSPACE
WHAT ONLINE CONSUMERS BUY

Product Information

Audio/Video Demos

Digital Items

Unique Items

Convenience Items

Standardized Items
21-18
FIGURE 21-3 Five product categories account
for about two-thirds of online retail sales
today—a trend projected to occur in the future
21-19
FIGURE 21-4 Why consumers shop and buy
online
21-20
LO 21-4
ONLINE CONSUMER BEHAVIOR AND
MARKETING PRACTICE IN MARKETSPACE
WHY CONSUMERS SHOP AND BUY ONLINE

Convenience
• Bots
• Eight-Second Rule

Choice
• Offering Selection
• Choice Assistance
21-21
LO 21-4
ONLINE CONSUMER BEHAVIOR AND
MARKETING PRACTICE IN MARKETSPACE
WHY CONSUMERS SHOP AND BUY ONLINE

Customization
• Customerization

Communication
• Marketer-to-Consumer E-mails
• Consumer-to-Marketer Requests
• Chat Rooms, Messaging, Social Networks
21-22
LO 21-4
ONLINE CONSUMER BEHAVIOR AND
MARKETING PRACTICE IN MARKETSPACE
WHY CONSUMERS SHOP AND BUY ONLINE

Communication
• Web Communities
• Blog
• Spam
• CAN-SPAM Act
21-23
LO 21-4
ONLINE CONSUMER BEHAVIOR AND
MARKETING PRACTICE IN MARKETSPACE
WHY CONSUMERS SHOP AND BUY ONLINE

Communication
• Buzz
• Viral Marketing
Frito-Lay
 Embed a Message
 Create Compelling Content
 Offer Incentives
21-24
LO 21-4
ONLINE CONSUMER BEHAVIOR AND
MARKETING PRACTICE IN MARKETSPACE
WHY CONSUMERS SHOP AND BUY ONLINE

Communication
• Showrooming
• Dynamic Pricing

Control
• Cookies
• Behavioral Targeting
21-25
LO 21-4
MAKING RESPONSIBLE DECISIONS
Who is Responsible for Internet Privacy and Security?
21-26
LO 21-4
ONLINE CONSUMER BEHAVIOR AND
MARKETING PRACTICE IN MARKETSPACE
WHEN AND WHERE ONLINE CONSUMERS SHOP AND BUY

Monday - Friday

8:00 AM
to 5:00 PM
21-27
LO 21-5
CROSS-CHANNEL SHOPPERS AND
MULTICHANNEL MARKETING
WHO IS THE CROSS-CHANNEL SHOPPER?

Cross-Channel Shopper
• Compare Products Among Retailers
• Obtain Information Not in Stores
• Reduce Trips to Multiple Retail Locations
21-28
LO 21-5
CROSS-CHANNEL SHOPPERS AND
MULTICHANNEL MARKETING
IMPLEMENTING MULTICHANNEL MARKETING

Multichannel Marketing

Transactional Websites
• Cannibalization
• Channel Conflict
21-29
LO 21-5
CROSS-CHANNEL SHOPPERS AND
MULTICHANNEL MARKETING
IMPLEMENTING MULTICHANNEL MARKETING

Promotional Websites
Pampers
• Interactive Experiences
• Separate Websites
for Each Brand
• Support Traditional
Marketing Channel
21-30
FIGURE 21-5 Implementing multichannel
marketing with promotional websites
21-31
VIDEO CASE 21
PIZZA HUT AND IMC2: BECOMING
A MULTICHANNEL MARKETER
21-32
VIDEO CASE 21
PIZZA HUT AND IMC2: BECOMING
A MULTICHANNEL MARKETER
FIGURE 1 IMC2 Brand Sustainability Map™
21-33