E-Active Marketing
In this chapter, dive into the world of e-active marketing and learn about strategies to boost your online presence. Explore innovative techniques, case studies, and tips to enhance your digital marketing skills. Discover how to engage with your audience, leverage social media, and optimize your online campaigns for maximum impact. Stay ahead in the competitive digital landscape with actionable insights from "E-Active.MarketingChapter.9".
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Presentation Transcript
E-Active Marketing Chapter 9
Chapter Overview Internet has changed U.S. culture Global customers, competition E-active marketing e-Commerce + Interactive marketing Consumer e-commerce Business-to-business e-commerce Interactive marketing methods
E-Commerce Selling of goods/services on the Internet >50% of U.S. households use e-commerce Online sales is 12% of total U.S. retail sales E-commerce sites also used for info gathering
E-Commerce Components Catalog Shopping cart Payment procedure Customer service FAQs Public relations Optional elements
Cyber Shopping Categories Travel Office, home, and garden Computers & accessories Apparel $53B $16B $12B $12B
Financial Incentives Attract first-time purchaser Effective incentives Reduced price Free shipping E-coupon Incentives must be meaningful and changed periodically Reduces costs through Lower shipping costs Lower labor costs Lower personnel costs
Convenience Incentives E-commerce available 24/7 Used to obtain product information Update and change Web site Easy to locate merchandise Convenience services Event registries Popular items Measurement charts
Concerns About E-Commerce Seller opportunism Security issues Information privacy issues Brick-and-mortar purchasing habits
Value-Added Incentives Change purchasing habits long term Personalized shopping Examples Merchandise available only online Free online courses Free information, household tips
Interactive Marketing Two-way communications Customer involvement Tracking of Internet activities Personalize targeted
Online Interactive Tactics 80% 70% Percent of Total 60% 50% 40% 30% 20% 10% 0%
Online Advertising Increase in online budgets Effective method for reaching today s consumers Becoming standard Click-through response rate 0.27% Traditional integration - Brand spiraling
Types of Online Advertising Display or banner ad Classified ads Search advertising Media/video ads Online Advertising F ig. 9. 8
Banner Advertising First online advertising Accounts for 32% of online advertising Can embed videos and widgets Targeted display ads Auction exchanges Matches audience
Online Advertising - Rates CPMs will rise more than 75% over next 5 years Overall growth of online advertising will grow more slowly. Average CPM will rise from ~$2.66 in 2012 to $4.68 by 2017. Largely due to Visible Impression Standard Source: Advertising Age, October 9, 2012, Forrester Reduces Its Forecast for Online Spending
Online Advertising - Rates Visible Impression Standard: Advertisers pay only for ads that are visible on the screen. May mean fewer impressions; offsetting CPM gains. Online growth rate overall for 2012 ~17%, down from 20% in 2011.
Classified and Media/Video Advertising Online classified ad popular Media/video ads fastest-growing format Mobile phones and hand-held devices Dwell time, rate higher for video ads
Blogs Online musings Power of online buzz 50% go to social networks Download coupons Search for information Upcoming sales Discounts 22% read or write a product review on a blog
Company-Sponsored Blogs Effective? Blog visitors spend more Online 23 hours/week versus 13 Benefits Communicate! Let customers see who you are. Reassure shoppers Customers can voice opinion Company controls site Must be honest Identify your company if you contribute significantly to a site.
Online Social Networks Facebook, YouTube, etc. Developing social network presence Specific product page Sprite Posting of ads on social networks (Nike) Possible privacy issues Consumer-generated advertising Crowdsourcing
Consumer-Generated Reviews Amazon-com leader Retailers online reviews of brands Early adopters Implications Negative reviews, Low ratings Consistent quality products Information for Marketing plans Product modifications Service strategies
E-mail Campaigns It is essential to: Integrate with other marketing channels Be based on web analytics Combine with future web analytics It is beneficial to: Integrate with Web site s content management Integrate with a customer relationship program
Newsletters E-mail newsletters Build brand awareness Tie-in and drive web traffic Customers newsletters, subscriptions Provide value Advertising on other newsletters Build brand awareness Drive web traffic Pick newsletters that are relevant
Web Site Design Ensure Web site functions properly Cost of acquiring a new customer E-commerce company Other companies up to $500 Design to meet function, match target market Front page often skipped Design every page with complete information $100
