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MARKETING IN THE DIGITAL AGE

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MARKETING IN THE DIGITAL AGE Powered By Docstoc
					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

				
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posted:10/20/2011
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