MARKETING
IN THE DIGITAL AGE
Principles of Marketing
MAR2011
S. Arlene Green
OVERVIEW
E-commerce Internet Service
On-Line Retail Providers
Co-Branded Page Corporate Websites
Intranets Customer Service
E-commerce B2B
Websites
Email Marketing
Customization
Other Marketing Resources
Purposes
Pure Play
E-COMMERCE: ONLINE RETAIL
Retailers of any size can sell
their products online, and
benefit from the truly global
reach of the World Wide Web.
E-COMMERCE: ONLINE RETAIL
Here are some very large,
and some very small, online retailers:
Today, consumers can buy
just about anything online.
E-COMMERCE: ONLINE RETAIL
Co-Branded Page:
Yahoo!'s shopping area
features many online
retailers, such as
NetFlix.
Look for the NetFlix logo
or advertisement on the
Yahoo! shopping page,
and click on it.
E-COMMERCE: ONLINE RETAIL
Co-Branded Page: URL from the Netflix home page
=
You will see http://www.netflix.com/?mq
what appears to so=80012928
be the NetFlix
website — but URL from a link on
YahooShopping.com =
look closely at http://www.netflix.com/Defa
the URL ult?mqso=80017159
showing at the notice the extra characters in
top of your the address link?
browser.
E-COMMERCE: ONLINE RETAIL
Co-Branded Page: URL from the Netflix home page
=
What you are seeing
http://www.netflix.com/?mq
is called a co-
so=80012928
branded page.
NetFlix has its own URL from a link on
YahooShopping.com =
e-commerce site,
but it also partners http://www.netflix.com/Defa
ult?mqso=80017159
with Yahoo! so that notice the extra characters in the
potential customers address link?
have multiple routes
of access.
E-COMMERCE: ONLINE RETAIL
Co-Branded Page: URL from the Netflix home
page =
The longer URL at the
top of the co-branded http://www.netflix.com/?
page is embedded with mqso=80012928
codes.
This allows both Yahoo! URL from a link on
and NetFlix to count YahooShopping.com =
the number of site
visitors who come to http://www.netflix.com/D
NetFlix via the Yahoo! efault?mqso=80017159
Shopping page.
notice the extra characters in the
address link?
INTRANETS
An intranet is an internal, or private, network
that operates on Internet technology.
In order to access the information on an
intranet you must either be an employee
using a company computer on the
company's premises, or else you must be a
member granted access via a password.
INTRANETS
Almost all universities today have intranets,
and as a student you have access to
features such as course registration and
your grades.
You may click on their links to view the entry
pages of most universities' intranets, but you
will only be granted access if you are a
student.
INTRANETS
You can still view course information and
marketing promotions –
you just can’t enter their intranets.
E-COMMERCE: BUSINESS-TO-BUSINESS
The vast majority of e-commerce transactions, in
terms of number of transactions and dollars
spent, occurs in business-to-business (B2B)
buying and selling.
Most of this B2B activity is not publically visible
to us as consumers, since it takes place on
private intranets, extranets, or B2B exchanges.
E-COMMERCE: BUSINESS-TO-BUSINESS
Cisco Systems, a large company that
markets routers, switches, servers, and
other equipment that is used to build and
operate Internet networks, sells its
products online, but its customers are not
consumers, they are other businesses.
E-COMMERCE: BUSINESS-TO-BUSINESS
Covisint is a recognized as a cloud computing
pioneer driving the on-demand evolution that
helps organizations connect, communicate and
collaborate with their partners—enabling
secure communication anywhere, anytime.
You may read about Covisint on its
website, but the functions of buying
and selling are accessible to members of the
exchange only.
CUSTOMIZATION
Customization of products for the
consumer is not a new concept.
Tailors have customized clothing for
their clients for hundreds of years.
Consumers buying a new car can
choose from a list of options, and in
doing so are customizing their car.
CUSTOMIZATION
However, Internet technology allows
marketers to customize products and
services for consumers in new ways.
CUSTOMIZATION
Converse.com
Customize Converse Sneakers Online
(1) Visit the official Converse website. Click on the
"Create" tab at the top of the page. Click on the
first option, "Chuck Taylor All-Star.―
(2) Select the specific sneaker model you would
like to customize by clicking on the image from the
list provided. You will be directed to a new page,
and a blank image of the sneaker you selected will
be displayed.
CUSTOMIZATION
Converse.com
Customize Converse Sneakers Online
(3) Customize your sneaker by using your mouse to scroll
over different portions of the sneaker. There are 14
portions that are color customizable, including the toe
bumper, heel stripe and rubber sidewall. When you click on
each portion, the available colors and/or patterns will show
up. For each section, select the color or pattern of your
choice. Once you make a selection it will be displayed on
the image of the sneaker so you can clearly track your
customizations.
(4) Experiment with different color and pattern
combinations until you are satisfied with the look of the
sneaker.
CUSTOMIZATION
Converse.com
Customize Converse Sneakers Online
(5) Select "Your ID" from the selection box located on the
right side of the screen. Select options to customize how
and where Your ID message will be displayed on your
sneaker. Your ID is a customizable message, that will be
located on the low rear or heel stripe of your sneakers, the
message can have a maximum of 12 characters, including
numbers and letters only.
(6) Select the "Your Size" tab and enter your specific sizing
information, select "Done" when completed. Click on "Add
to Cart" and then "View Cart" to continue with purchasing
the sneaker.
OTHER MARKETING PURPOSES FOR WEBSITES
Some companies do not, and likely
will never, sell their product online,
but that doesn't mean they shouldn't
have a website.
OTHER MARKETING PURPOSES FOR WEBSITES
Every company, no matter what their
industry, no matter what their product, no
matter what their size, can use their
website to accomplish one or more
marketing goals.
Create a list: What kind of things can
businesses do on a website besides sell
products?
OTHER MARKETING PURPOSES FOR WEBSITES
Websites can be used to build relationships with customers.
For example Molson's I Am Canadian website offers registered
users (called "Molson Insiders") sports and music newsletters.
Kimberly-Clark, manufacturers of Cottonelle brand paper
products, use the Cottonelle website to engage consumers with
the brand.
The telecommunications company Telus offers "cool stuff" to
customers and prospective customers through its website, but
also uses its site as a customer service communications
channel.
OTHER MARKETING PURPOSES FOR WEBSITES
On Procter & Gamble's Tide website, consumers
can sign up for Mary's Tips & Timesavers
newsletter or request free samples, and in doing
so provide P&G's marketers with valuable market
information.
Spence Diamonds uses its site to bring prospective
customers as close to the sale as possible, by
providing them with detailed information about
diamonds and how to purchase them.
Toyota uses its website to generate sales leads.
OTHER MARKETING PURPOSES FOR WEBSITES
On National Cheese's Tre Are National Cheese's
Stelle website, visitors marketers missing an
can look for recipes opportunity.?
and learn about
cheeses, for example, Can you think of a
Camembert, but feature or function they
nowhere on the site is should incorporate into
there an opportunity their site that will be of
for the company's interest to consumers,
marketers to interact and of value to their
with customers. marketing managers?
PURE PLAY INTERNET COMPANIES
Most companies use their websites to
complement their business and marketing
activities, but a "pure play" company is a
company whose main business and only source
of revenue comes from its website.
Yahoo!, Google, and Amazon.com, are examples
of pure play Internet companies.
INTERNET SERVICE PROVIDERS
Another type of Internet company is the Internet Service
Provider, or "ISP." ISPs offer Internet connections to
homes and businesses.
They can operate at the local, regional, and national level.
Consumers and businesses have many options for
connecting to the Internet, from simple dial-up services
that operate through a regular telephone line, to cable
connections, to high-speed dedicated lines.
CORPORATE WEBSITES
Some companies, such as Pfizer, use
their public websites primarily to
communicate information about the
company to stakeholders.
CUSTOMER SERVICE WEBSITES
Fedex uses its website primarily
for customer service. Customers
can check the status of their
package online simply by entering
their waybill number.
EMAIL MARKETING
Many popular retailers such as The Gap
include a customer registration feature on
their website.
Most allow you to register as a customer
whether or not you make a purchase.
Why would a consumer be motivated to
register as a customer on a retailer's
website?
EMAIL MARKETING
Because they can receive occasional
promotions via email.
These promotions could be notification of
a sale or other event at the store, or it
could be a coupon delivered right to your
mailbox.
Make a list with your neighbor: What are
some examples?
EMAIL MARKETING
Amazon.com gives its customers the option of
filling in their birthday when they register, and if
the customer does so, he or she will receive a
special offer via email a few weeks before their
birthday.
Ticketmaster will send you email with upcoming
event announcements based on your choice of
city, venue, or type of event.
EMAIL MARKETING
This type of email marketing should
never be confused with "spam."
Reputable marketers such as Gap,
Amazon and Ticketmaster, will never
send you email without your
permission, and each email you
receive from them will include an
easy method for unsubscribing.
REVIEW
E-commerce Internet Service
On-Line Retail Providers
Co-Branded Page Corporate Websites
Intranets Customer Service
E-commerce B2B
Websites
Email Marketing
Customization
Other Marketing Resources
Purposes
Pure Play
QUESTIONS?
RESOURCES
http://wps.prenhall.com/ca_ph_kotler_pom_6/
22/5826/1491654.cw/index.html
Converse.com
http://www.ehow.com/how_7654732_diy-
custom-converse.html