Do you know your global marketing trivia? Do you know your global marketing trivia?
In the Natural Resources section for this country, the US Dept. of State’s Country Background Notes indicates simply: None
Do you know your e-business trivia?Do you know your e-business trivia?
In the last year what share of purchases were made with various forms of electronic payment (not cash or checks)?
Arrival of the electronics payment generation Arrival of the electronics payment generation
More than $38 out of every $100 is spent with payment forms other than cash and checks
VISA alone processed over $1,000,000,000,000 worth of transactions in the last 12 months
VISA processed an average of $32,000 every second of every day over the last 12 months
Do you know your e-marketing best practices?Do you know your e-marketing best practices?
The secret is in the shoes!
Internet marketing learning objectives Internet marketing learning objectives
Explore how the Web is being used to build brands and customer relationships.
Examine online promotional strategies and tactics, what’s working and why or why not.
Evaluate ways to integrate Internet marketing with traditional marketing vehicles.
Marketing planning is critical to success Marketing planning is critical to success
By failing to plan, you’re planning to fail.
Planning is everything. The plan is nothing.
Examples of failing to plan effectivelyExamples of failing to plan effectively
Cornflakes – Japan
Ketchup – Japan
Baby diapers – Japan
Frozen foods – France
Cake mix – England
McDonalds – Holland
Kentucky Fried Chicken – Brazil
Grape soda – Chile
Topics for today’s class Topics for today’s class
Review Web usability design principles and techniques
Online marketing review process
A new model for online promotion – sponsoring “brilliant content”
e-marketing innovation; e-newsletters, Webcasts, communities, search engines, blogs
Sony case study discussion
The practice of simplicity The practice of simplicity
Web usability design = convenience, ease of use,
and efficiency.
Evaluating Web UsabilityEvaluating Web Usability
Heuristic reviews
Web usability testing
Paper prototyping
Concept and design reviews
Online surveys
User feedback mechanisms
Online polls
Best practices for Web usability designBest practices for Web usability design
Home Page Clarity
Page Title Clarity
Copy “Scannability”
Screen Real Estate Usage
Home Page Accessibility
Text and Background Contrast
Used and Unused Link Differentiation
Visibility of Links
Download Speed
Prioritizing Web usability issuesPrioritizing Web usability issues
1 – Cosmetic: will not affect usability of the site, fix if possible
2 – Minor: user can easily work around the problem, low priority fix
3 – Medium: users stumble on this, but adapt quickly, medium priority
4 – Major: users have difficulty, mandatory fix before site release, or ensure site provides feedback mechanism
5 – Catastrophic: users unable to perform tasks, high priority fix, mandatory to ensure site effectiveness
Step 1 – online marketing reviewStep 1 – online marketing review
1) Product focus
2) Promotional techniques
3) Place for activities
4) Pricing tactics
Step 2 – online marketing review Step 2 – online marketing review
DEMANDCREATION
SALESDEVELOPMENT
PRODUCTPURCHASE
DELIVERYINSTALLATION
ONGOINGSERVICES
advertising
specials
launches
partnering
articles
solutions
e-tools
education
specifications
ideas
configuration
ordering
cross selling
confirmation
set-up
customization
techniques
integration
customer care
updates
support
news
Sales Cycle Phases and Activites
images
tips
payment
help FAQs
maintenance
Step 3 – online marketing reviewStep 3 – online marketing review
Permission-based marketing
Personalization
Purchasing process automation
User-centered design
Value-added content
Affinity programs
Web metrics tools
Globalization and localization
Integrated marketing communications
Step 4 – online marketing review Step 4 – online marketing review
The home page test
Branding and customer experience
Info architecture, navigation, task workflow
User-interface design and page layout
Virtual sales tools
Phases of an Internet marketing projectPhases of an Internet marketing project
1) Enthusiasm
2) Disillusionment
3) Panic
4) Search for the guilty
5) Punishment of the innocent
6) Praise and honors for the non- participants
Big challenges launching products onlineBig challenges launching products online
Internet advertising techniques are not working
Consumers want solutions …not just product offers
Lifestyle needs & passions drive site traffic
Buying behavior integrates online & offline activities
Speed & resource requirements limit partners’ roles
A new model for online promotionA new model for online promotion
“Brilliant content” = Valuable Web-based information, resources, and tools placed where people naturally go to find it.
Lifestyle drives Web trafficLifestyle drives Web traffic
Travel &Vacation
Health &Fitness
CommunityInvolvement Crafts &
Hobbies
Entertainment& News
PersonalGrowth
Spirituality& Values
WorkProductivity
FinancialWell-being
Innovation is defining new solutionsInnovation is defining new solutions
Focus Place Need
Community involvement
Classmates.comMy life then
and now
Travel and vacation
Frommers.comMy island adventure
Crafts and hobbies
Photography.com My pet project
Creating an Online Photo Gallery
Internet partnering exampleInternet partnering example
Information, resources
Co-branded,
Content & links
Information, resources
Orders,
services
Affiliate lifestyle site
Partner hosted site
Vendorinfo.com
Vendorpurchasing.com
Web-user Progression to Qualified Lead
Sony case study discussion Sony case study discussion
1) How is Sony using technology to innovate and deliver new value to consumers?
2) What can you conclude about Sony’s target audience and market segmentation?
3) What sales processes are automated through online information, resources, and tools?