Bài giảng Marketing - Chapter 21: Implementing interactive and multichannel marketing

McGraw-Hill/Irwin Copyright © 2013 by The McGraw-Hill Companies, Inc. All rights reserved.LO2Identify the demographic and lifestyle profile of online consumers.Explain why certain types of products and services are particularly suitedfor interactive marketing.LO3LEARNING OBJECTIVES (LO)AFTER READING CHAPTER 21, YOU SHOULD BE ABLE TO:Describe what interactive marketingis and how it creates customer value, customer relationships, and customer experiences.LO1LO5Define cross-channel shoppers and the role of transactional and promotional websites in reaching these shoppers.LEARNING OBJECTIVES (LO)AFTER READING CHAPTER 21, YOU SHOULD BE ABLE TO:Describe why consumers shop and buy online and how marketers influence online purchasing behavior.LO4SEVEN CYCLES. ONE BIKE. YOURS.CREATING CUSTOMER VALUE, RELATIONSHIPS, AND EXPERIENCES IN MARKETSPACECUSTOMER VALUE CREATION IN MARKETSPACELO1MarketplaceMarketspaceForm UtilityPossession UtilityTime UtilityFIGURE 21-1 Trend in online shoppers and online retail sales revenue in the U.S.FIGURE 21-1A Trend in online shoppers in the U.S.FIGURE 21-1B Trend in online retail sales revenue in the U.S.CREATING CUSTOMER VALUE, RELATIONSHIPS, AND EXPERIENCES IN MARKETSPACEINTERACTIVITY AND INDIVIDUALITY IN MARKETSPACELO1InteractivityIndividualityCollaborative FilteringInteractive MarketingChoiceboardM&MsCREATING CUSTOMER VALUE, RELATIONSHIPS, AND EXPERIENCES IN MARKETSPACEINTERACTIVITY AND INDIVIDUALITY IN MARKETSPACELO1PersonalizationPermission MarketingOpt-OutOpt-InFIGURE 21-2 Seven website design elements that drive customer experienceCREATING CUSTOMER VALUE, RELATIONSHIPS, AND EXPERIENCES IN MARKETSPACECREATING AN ONLINE EXPERIENCELO1Customer ExperienceContentContextFunctionalAestheticCustomizationCREATING CUSTOMER VALUE, RELATIONSHIPS, AND EXPERIENCES IN MARKETSPACECREATING AN ONLINE EXPERIENCELO1CommunicationCommerceCommunityCustomer ExperienceConnectionUSING MARKETING DASHBOARDSSizing Up Site Stickiness atSewell Automotive CompaniesAverage Time Spent per Unique Monthly Visitor=×Average TimeSpent perUnique MonthlyVisitor (minutes)Average Visits per Unique Monthly VisitorAverage TimeSpent perVisit (minutes)LO1ONLINE CONSUMER BEHAVIOR ANDMARKETING PRACTICE IN MARKETSPACEWHO IS THE ONLINE CONSUMER?LO2Online ConsumersOnline Consumer Lifestyle SegmentationClick-and-MortarHunter-GatherersBrand LoyalistsTime-Sensitive MaterialistsHooked, Online, and SingleEbivalent NewbiesGOING ONLINEAre You a Roving Node or a Drifting Surfer?LO2MARKETING MATTERSMeet Today’s Internet MomLO2ONLINE CONSUMER BEHAVIOR ANDMARKETING PRACTICE IN MARKETSPACEWHAT ONLINE CONSUMERS BUYLO3Product InformationAudio/Video DemosDigital ItemsUnique ItemsConvenience ItemsStandardized ItemsFIGURE 21-3 Estimated percentage of online retail sales by product/service category: 2010 and 2015 FIGURE 21-4 Why consumers shop and buy online ONLINE CONSUMER BEHAVIOR ANDMARKETING PRACTICE IN MARKETSPACEWHY CONSUMERS SHOP AND BUY ONLINELO4ConvenienceBotsOffering SelectionChoiceChoice AssistanceEight-Second RuleONLINE CONSUMER BEHAVIOR ANDMARKETING PRACTICE IN MARKETSPACEWHY CONSUMERS SHOP AND BUY ONLINELO4CommunicationChat Rooms, Messaging, Social NetworksCustomizationCustomerizationMarketer-to-Consumer E-mailsConsumer-to-Marketer RequestsONLINE CONSUMER BEHAVIOR ANDMARKETING PRACTICE IN MARKETSPACEWHY CONSUMERS SHOP AND BUY ONLINELO4CommunicationBlogSpamCAN-SPAM ActWeb CommunitiesONLINE CONSUMER BEHAVIOR ANDMARKETING PRACTICE IN MARKETSPACEWHY CONSUMERS SHOP AND BUY ONLINELO4CommunicationBuzzViral MarketingEmbed a MessageCreate Compelling ContentOffer IncentivesFrito-LayONLINE CONSUMER BEHAVIOR ANDMARKETING PRACTICE IN MARKETSPACEWHY CONSUMERS SHOP AND BUY ONLINELO4CostDynamic PricingCookiesControlBehavioral TargetingMAKING RESPONSIBLE DECISIONSWho is Responsible for Internet Privacy and Security?LO4TrusteONLINE CONSUMER BEHAVIOR ANDMARKETING PRACTICE IN MARKETSPACEWHEN ONLINE CONSUMERS SHOP AND BUYLO4Monday - Friday8:00 AM5:00 PMtoCROSS-CHANNEL SHOPPERS AND MULTICHANNEL MARKETINGWHO IS THE CROSS-CHANNEL SHOPPER?LO5Cross-Channel ShopperCompare Products Among RetailersObtain Information Not in StoresReduce Trips to Multiple Retail LocationsCROSS-CHANNEL SHOPPERS AND MULTICHANNEL MARKETINGIMPLEMENTING MULTICHANNEL MARKETINGLO5Transactional WebsitesCannibalizationChannel ConflictMultichannel MarketingCROSS-CHANNEL SHOPPERS AND MULTICHANNEL MARKETINGIMPLEMENTING MULTICHANNEL MARKETINGLO5Interactive ExperiencesPromotional WebsitesSeparate Websites forEach BrandSupport TraditionalMarketing ChannelPampersFIGURE 21-5 Implementing multichannel marketing with promotional websites PIZZA HUT AND IMC2: BECOMINGA MULTICHANNEL MARKETERVIDEO CASE 21PIZZA HUT AND IMC2: BECOMINGA MULTICHANNEL MARKETERVIDEO CASE 21FIGURE 1 IMC2 Brand Sustainability Map™VIDEO CASE 21PIZZA HUT & IMC21. What kind of website is PizzaHut.com?VIDEO CASE 21PIZZA HUT & IMC22. How does PizzaHut.com incorporate the seven website design elements?VIDEO CASE 21PIZZA HUT & IMC23. How are choiceboard and personalization systems usedin the PizzaHut.com website?Interactive MarketingInteractive marketing is thetwo-way buyer-seller electronic communication in a computer-mediated environment in which the buyer controls the kind and amount of information received from the seller.ChoiceboardA choiceboard is an interactive, Internet-enabled system that allows individual customers to design their own products and services by answering a few questions and choosing from a menu of product or service attributes (or components), prices, and delivery options.Collaborative FilteringCollaborative filtering is a process that automaticallygroups people with similarbuying intentions, preferences, and behaviors and predictsfuture purchases.PersonalizationPersonalization is the consumer-initiated practice of generating content on a marketer’s website that is custom tailored to an individual’s specific needs and preferences.Permission MarketingPermission marketing is the solicitation of a consumer’s consent (called “opt-in”) toreceive e-mail and advertising based on personal data supplied by the consumer.Online ConsumersOnline consumers are the subsegment of all Internet users who employ this technology to research products and services and make purchases.BotsBots are electronic shopping agents or robots that comb websites to compare pricesand product or service features.Eight-Second RuleThe eight-second rule is a view that customers will abandon their efforts to enter and navigate a website if download time exceeds eight seconds.CustomerizationCustomerization is the growing practice of not only customizinga product or service but also personalizing the marketing and overall shopping and buying interaction for each customer.Web CommunitiesWeb communities are websites that allow people to congregate online and exchange views on topics of common interest.SpamSpam consists of communications that take the form of electronic junk mail or unsolicited e-mail.Viral MarketingViral marketing is an Internet-enabled promotional strategythat encourages individuals to forward marketer-initiated messages to others via e-mail, social networking websites, and blogs.Dynamic PricingDynamic pricing is the practiceof changing prices for products and services in real time in response to supply and demand conditions.CookiesCookies are computer files thata marketer can download ontothe computer or mobile phone of an online shopper who visits the marketer’s website.Behavioral TargetingBehavioral targeting uses information provided by cookies for directing online advertising from marketers to those online shoppers whose behavioral profiles suggest they would be interested in such advertising.Cross-Channel ShopperA cross-channel shopper isan online consumer who researches offerings online and then purchases them at a retail store.