9781423903055 ppt ch04

Electronic Commerce Eighth Edition Chapter 4 Marketing on the Web

Learning Objectives ,[object Object],[object Object],[object Object],[object Object],[object Object],Electronic Commerce, Eighth Edition Electronic Commerce, Eighth Edition

Learning Objectives (cont’d.) ,[object Object],[object Object],[object Object],[object Object],Electronic Commerce, Eighth Edition Electronic Commerce, Eighth Edition

Web Marketing Strategies ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Electronic Commerce, Eighth Edition Electronic Commerce, Eighth Edition

Web Marketing Strategies (cont’d.) ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Electronic Commerce, Eighth Edition Electronic Commerce, Eighth Edition

Product-Based Marketing Strategies ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Electronic Commerce, Eighth Edition

Electronic Commerce, Eighth Edition

Customer-Based Marketing Strategies ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Electronic Commerce, Eighth Edition

Communicating with Different Market Segments ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Electronic Commerce, Eighth Edition

Trust, Complexity, and Media Choice ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Electronic Commerce, Eighth Edition

Trust, Complexity, and Media Choice (cont’d.) ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Electronic Commerce, Eighth Edition

Trust, Complexity, and Media Choice (cont’d.) ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Electronic Commerce, Eighth Edition

Market Segmentation ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Electronic Commerce, Eighth Edition

[object Object],[object Object],[object Object],[object Object],Electronic Commerce, Eighth Edition

Market Segmentation on the Web ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Electronic Commerce, Eighth Edition

Offering Customers a Choice on the Web ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Electronic Commerce, Eighth Edition

Beyond Market Segmentation: Customer Behavior and Relationship Intensity ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Electronic Commerce, Eighth Edition

Segmentation Using Customer Behavior ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Electronic Commerce, Eighth Edition

Segmentation Using Customer Behavior (cont’d.) ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Electronic Commerce, Eighth Edition

Segmentation Using Customer Behavior (cont’d.) ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Electronic Commerce, Eighth Edition

Segmentation Using Customer Behavior (cont’d.) ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Electronic Commerce, Eighth Edition

Segmentation Using Customer Behavior (cont’d.) ,[object Object],[object Object],[object Object],[object Object],Electronic Commerce, Eighth Edition

Customer Relationship Intensity and Life-Cycle Segmentation ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Electronic Commerce, Eighth Edition

[object Object],[object Object],[object Object],[object Object],[object Object],Electronic Commerce, Eighth Edition

Customer Relationship Intensity and Life-Cycle Segmentation (cont’d.) ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Electronic Commerce, Eighth Edition

Customer Relationship Intensity and Life-Cycle Segmentation (cont’d.) ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Electronic Commerce, Eighth Edition

Acquisition, Conversion, and Retention of Customers ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Electronic Commerce, Eighth Edition

Acquisition, Conversion, and Retention of Customers (cont’d.) ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Electronic Commerce, Eighth Edition

Customer Acquisition, Conversion, and Retention: The Funnel Model ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Electronic Commerce, Eighth Edition

Advertising on the Web ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Electronic Commerce, Eighth Edition

Advertising on the Web (cont’d.) ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Electronic Commerce, Eighth Edition

Banner Ads ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Electronic Commerce, Eighth Edition

Banner Ads (cont’d.) ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Electronic Commerce, Eighth Edition

Banner Ads (cont’d.) ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Electronic Commerce, Eighth Edition

Text Ads ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Electronic Commerce, Eighth Edition

Other Web Ad Formats ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Electronic Commerce, Eighth Edition

Other Web Ad Formats (cont’d.) ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Electronic Commerce, Eighth Edition

Site Sponsorships ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Electronic Commerce, Eighth Edition

Online Advertising Cost and Effectiveness ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Electronic Commerce, Eighth Edition

Online Advertising Cost and Effectiveness (cont’d.) ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Electronic Commerce, Eighth Edition

Online Advertising Cost and Effectiveness (cont’d.) ,[object Object],[object Object],[object Object],[object Object],[object Object],Electronic Commerce, Eighth Edition

Effectiveness of Online Advertising ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Electronic Commerce, Eighth Edition

E-mail Marketing ,[object Object],[object Object],[object Object],Electronic Commerce, Eighth Edition

Permission Marketing ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Electronic Commerce, Eighth Edition

Combining Content and Advertising ,[object Object],[object Object],[object Object],[object Object],[object Object],Electronic Commerce, Eighth Edition

Outsourcing E-Mail Processing ,[object Object],[object Object],[object Object],[object Object],[object Object],Electronic Commerce, Eighth Edition

Technology-Enabled Customer Relationship Management ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Electronic Commerce, Eighth Edition

CRM as a Source of Value in the Marketspace ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Electronic Commerce, Eighth Edition

CRM as a Source of Value in the Marketspace (cont’d.) ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Electronic Commerce, Eighth Edition

CRM as a Source of Value in the Marketspace (cont’d.) ,[object Object],[object Object],[object Object],[object Object],[object Object],Electronic Commerce, Eighth Edition

Creating and Maintaining Brands on the Web ,[object Object],[object Object],[object Object],[object Object],[object Object],Electronic Commerce, Eighth Edition

Elements of Branding ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Electronic Commerce, Eighth Edition

Emotional Branding vs. Rational Branding ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Electronic Commerce, Eighth Edition

Brand Leveraging Strategies ,[object Object],[object Object],[object Object],[object Object],[object Object],Electronic Commerce, Eighth Edition

Brand Consolidation Strategies ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Electronic Commerce, Eighth Edition

Costs of Branding ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Electronic Commerce, Eighth Edition

Affiliate Marketing Strategies ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Electronic Commerce, Eighth Edition

Affiliate Marketing Strategies (cont’d.) ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Electronic Commerce, Eighth Edition

Affiliate Marketing Strategies (cont’d.) ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Electronic Commerce, Eighth Edition

Viral Marketing Strategies ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Electronic Commerce, Eighth Edition

Search Engine Positioning and Domain Names ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Electronic Commerce, Eighth Edition

Search Engines and Web Directories ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Electronic Commerce, Eighth Edition

Search Engines and Web Directories (cont’d.) ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Electronic Commerce, Eighth Edition

Paid Search Engine Inclusion and Placement ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Electronic Commerce, Eighth Edition

Paid Search Engine Inclusion and Placement (cont’d.) ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Electronic Commerce, Eighth Edition

Web Site Naming Issues ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Electronic Commerce, Eighth Edition

[object Object],[object Object],Electronic Commerce, Eighth Edition

Web Site Naming Issues (cont’d.) ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Electronic Commerce, Eighth Edition

Summary ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Electronic Commerce, Eighth Edition

Summary (cont’d.) ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Electronic Commerce, Eighth Edition

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