14
Internet Marketing
Chapter Overview
• Profile of Internet users.
• Marketing functions on the
Internet.
• E-commerce.
• Internet design issues.
14-1
Discussion Slide
14
Internet Purchases
• What was the last purchase you made
using the Internet?
• What percentage of your purchases
are made via the Internet?
• What products do you purchase over
the Internet?
• What do you think is the future for
Internet dot.com firms?
• What obstacles do dot.com firms
face?
Fogdog: Http://www.fogdog.com
14-2
Some Internet Facts
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41% of Americans have access to the Internet.
Over 4 million Web sites.
200 million e-mail addresses.
7 trillion e-mails are sent each year.
Nearly 50% of U.S. population communicates via email.
The average e-mailer receives 31 e-mails a day.
25% of all B-to-B purchases are placed via the
Internet.
B-to-B e-commerce in the U.S. totals $1.3 trillion.
21% of Internet users are preteens and teens, 35%
are college age and 35% are of Generation X.
14-3
STOP
INTEGRATED LEARNING EXPERIENCE
Internet Usage Statistics
• Access CyberAtlas to see the latest statistics
about Internet usage. Access each of the
following areas.
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Stats Toolbox
Demographics
Geographics
Traffic patterns
• Http://cyberatlas.internet.com/big_picture
14-4
FIGURE
14.2
Internet Services Offered by Marketing Companies
• Building databases for e-mail campaigns.
• Designing e-mail campaigns linking customers to
Web site information.
• Creating fun and innovative games to attract and
keep customers coming back to a Web page.
• Creating incentive programs.
• Translating printed documents, catalogs, brochures
and newsletters for the Internet.
• Adding graphics to the Web site.
Source: Ellisor, “Business-to-Business Offer WWW Opportunities,” Houston Business
Journal, (September 17, 1999), Vol. 30, No. 7, p. 18B.
14-5
FIGURE
1 4. 3
Marketing Functions on the Internet
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Advertising
Sales support
Customer service
Public relations
E-commerce (Retail store)
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Compuserve
Http://www.compuserve.com
14-7
Many Internet lottery
and gaming sites offer
users a chance to win
money without outright
risk.
How do these business
make money?
Http://www.luckysurf.com
14-8
E-Commerce
Online Sales
Average online sales per month (in millions of dollars).
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Travel reservations
Computer hardware/peripherals
Apparel
Auctions
Toys
Consumer Electronics
Books
Financial services
Music
$2,551
$1,216
$1,144
$ 937
$ 839
$ 810
$ 774
$ 539
$ 443
Source: “Holiday Spending Numbers Come in Below Projections” (Http://cyberatlas.internet.com)
14-9
E-Commerce Components
• Catalog
• Shopping cart
• Payment
procedure
http://www.bluefly.com
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E-Commerce Incentives
• Must overcome security issues.
• Must change purchase behavior habits.
• Financial incentive
• Cyberbait
• Convenience-based incentive
• Value-added incentive
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Business-to-Business E-Commerce
• Excellent for re-buy situations.
• Brand name recognition important
• Requires incentives
• Financial
• Convenience
• Value-added
• Online exchanges and auctions
• Store or warehouse locator
14-12
STOP
INTEGRATED LEARNING EXPERIENCE
B-to-B Auction Sites
• Business Finder
• Http://www.businessfinder.com
• Paper Exchange
• Http://www.paperexchange.com
• E-Steel
• Http://www.e-steel.com
14-13
International E-Commerce
• Internet allows for sales worldwide.
• Areas to address for international business.
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Communication barriers
Cultural differences
Shipping of merchandise
Internet capabilities in other countries
Payment procedures
• Web sites in different languages.
• Call centers in different countries.
14-14
FIGURE
14.5
What drives people to a new site?
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Internet content search (38%)
Word-of-mouth (30%)
Internet banner (20%)
Television ad (7%)
Print ad (5%)
Source: Don Jeffrey, “Survey Details Consumer Shopping Trends on the Net,”
Billboard, (May 29, 1999), Vol. 111, No. 22, p. 47.
14-15
FIGURE
1 4. 6
B2B Techniques to Boost Site Awareness
• Putting the Web address on printed
materials and promotional items. (91%)
• Advertising in trade journals. (74%)
• Registering the Web site with search
engines for key words. (72%)
• Buying banners on other sites. (25%)
14-16
This Juno ad was
placed in trade
magazines to increase
business awareness.
It alludes to the
difficulty of proper
targeting.
Http://www.juno.com
14-17
This Buzzsaw.com
advertisement
was placed in trade
magazines for the
construction industry.
The company
promises to help
business evolve and
survive as the
industry undergoes
rapid change.
http://www.buzzsaw.com
14-18
Interfacing the Internet
and the IMC Plan
• Branding
• Web site must support brand image
• Cyberbranding
• Brand spiraling
• Halo brand effect
• Brand loyalty
• Easier to communicate with loyal customers.
• Ability to establish one-on-one communication.
14-19
Interfacing the Internet
and the IMC Plan
(continued)
• Sales support
• Provide information to sales staff about products and
clients.
• Quality customer prospects.
• Provides information for sales call
• Provides history of client.
• Customer service
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Reduce cost and provides convenience
FAQs
E-mail questions
Access buyer’s database for product and service
information.
• Consumer promotions
14-20
FIGURE
14.7
Clues to Poor Web Design
• Clueless banners.
• Slow loading front page.
• Forcing people to go through
numerous screens.
• Too much verbal information.
• Too many technical terms.
• Hard to navigate.
14-21
FIGURE
14.8
Tips for Creating Winning Web sites
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Decide strategic purpose.
Easy access and quick loading.
Written content should be precise.
Content is key
Graphics should support content
Make an offer to encourage a response.
Provide easy to use navigation links on every page.
Use gimmicks to gain attention at the beginning.
Change Web site on a regular basis.
Measure results continually.
Source: Based on Ray Jutkins, “13 Ideas That Could Lead to Successful Web Marketing,”
Advertising Age’s Business Marketing, (June 1999), Vol. 84, No. 6, p. 27.
14-22
Click image to go to site.
A Web site with clear navigation.
14-23
Building Your IMC Campaign
• Examine the role of the Internet in your
IMC plan.
• Integrate your Web site with your other
marketing programs.
• Will you have multiple Web sites for
your different constituencies?
• Develop the opening page of your Web
site.
14-24
Descargar

Figure 16-1 Functions of the Internet