第4章網(wǎng)絡(luò)營銷課件

E-Business

第4章網(wǎng)絡(luò)營銷

2023/10/242LearningObjectivesInthischapter,youwilllearnabout:CreatinganeffectivebusinesspresenceontheWebWebsiteusabilityCommunicatingeffectivelywithcustomersontheWebWhentouseproduct-basedandcustomer-basedmarketingstrategiesCommunicatingwithdifferentmarketsegments2023/10/2433LearningObjectives(cont’d.)Inthischapter,youwilllearnabout（cont’d.）:CustomerrelationshipintensityandthecustomerrelationshiplifecycleUsingadvertisingontheWebE-mailmarketingTechnology-enabledcustomerrelationshipmanagementCreatingandmaintainingbrandsontheWebSearchenginepositioninganddomainnameselection2023/10/24441CreatinganEffectiveWebPresenceOrganization’spresencePublicimageconveyedtostakeholdersUsuallynotimportant（對小企業(yè)生存第一位）UntilgrowthreachessignificantsizeStakeholders利益相關(guān)體有權(quán)益關(guān)系者

Customers,suppliers,employees,stockholders,neighbors,generalpublicEffectiveWebpresenceCriticalEvenforsmallestandnewestWeboperatingfirms2023/10/2455IdentifyingWebPresenceGoalsBusinessphysicalspaceFocusonveryspecificobjectivesNotimagedrivenMustsatisfymanybusinessneedsFailstoconveygoodpresenceWebbusinesssiteintentionallycreatesdistinctive有特色的presenceGoodWebsitedesignProvideseffectiveimage-creationfeaturesProvideseffectiveimage-enhancingfeaturesServesassalesbrochure小冊子,productshowroom,financialreport,employmentad,customercontactpoint2023/10/2466IdentifyingWebPresenceGoals(cont’d.)MakingWebpresenceconsistentwithbrandimageDifferentfirmsestablishdifferentWebpresencegoalsCocaColapagesUsuallyincludetrustedcorporateimage(Cokebottle)TraditionalpositionasatrustedclassicPepsipagesUsuallyfilledwithhyperlinkstoactivitiesandproduct-relatedpromotionsUpstartproductfavoredbyyoungergeneration2023/10/2477AchievingWebPresenceGoalsEffectivesitecreatesattractivepresenceMeetsbusinessororganizationobjectivesObjectivesAttractvisitorstotheWebsiteMakesiteinterestingConvincevisitorstofollowsite’slinksCreateimpressionconsistentwithorganization’sdesiredimageBuildtrustingrelationshipwithvisitorsReinforce增強

positiveimage正面印象Encouragevisitorstoreturn2023/10/2488WebSiteUsabilityCurrentWebpresencesFewbusinessesaccomplishallgoalsMostfailtoprovidevisitorssufficientinteractivecontactopportunitiesImproveWebpresenceMakesiteaccessibletomorepeopleMakesiteeasiertouseMakesiteencouragevisitors’trustDevelopfeelingsofloyaltytowardorganization2023/10/2499HowtheWebIsDifferentSimplemid-1990sWebsitesConveyedbasicbusinessesinformationNomarketresearchconductedWebobjectivesachievementfailureNotunderstandingWebpresence-buildingmediaWebobjectiveachievementsuccessSitescreateorganization’spresenceSitescontainstandardinformationsetHistory,objectives,mission任務(wù),productinformation,financialinformation,two-waymeaningfulcommunication2023/10/241010MeetingtheNeedsofWebSiteVisitorsSuccessfulWebbusinesses: Realizeeveryvisitorisapotentialcustomer(partner)CraftingWebpresenceisanimportantconcernKnowvisitorcharacteristicvariationsVisitoratsiteforareason

Visitorshave:Variousneeds,experience,expectations,technology2023/10/241111MeetingtheNeedsofWebSiteVisitors(cont’d.)WebsitevisitormotivationsLearningaboutcompanyproductsorservicesBuyingproductsorservicesObtainingwarranty,service,repairpolicyinformationObtaininggeneralcompanyinformationObtainingfinancialinformationIdentifyingpeople(了解公司組成人員)Obtainingcontactinformation2023/10/241212MeetingtheNeedsofWebSiteVisitors(cont’d.)MakingWebsitesaccessibleBuildinterfaceflexibilityOptionaltouseframesOffertext-onlyversionOptiontoselectsmallergraphicimagesOptiontospecifystreamingmediaconnectiontypeOptiontochooseamonginformationattributesControversial有爭議的,引起爭議的

WebsitedesignAnimatedgraphicssoftwareuseSometaskslendthemselvestoanimatedWebpages2023/10/2413132023/10/241414MeetingtheNeedsofWebSiteVisitors(cont’d.)MakingWebsitesaccessible(cont’d.)OffermultipleinformationformatsWebsiteconstructionsgoalsOffereasilyaccessibleorganizationfacts（企業(yè)形象）AllowdifferentvisitorexperiencesProvidemeaningful,two-way雙向

communicationlinkSustain支撐visitorattentionandencouragereturnvisitsOffereasilyaccessibleinformationaboutproducts,services,andtheiruse2023/10/241515TrustandLoyaltyCreatesrelationshipvalueGoodserviceleadstosellertrustDelivery,orderhandling,helpselectingproduct,after-salesupportSatisfactoryservicebuildscustomerloyaltyCustomerserviceinelectroniccommercesitesProblemLackintegrationbetweencallcentersandWebsitesPoore-mailresponsivenessUnlikelytorecovermoneyspenttoattractcustomers2023/10/241616Rating評價ElectronicCommerceWebSitesReviewelectroniccommerceWebsitesUsability,customerservice,otherfactorsG（向網(wǎng)站銷售評估結(jié)果和改進(jìn)意見）Nolongerpublishesmostscorecards評分表BizR

ComparisonshoppingserviceLinkstolowpriceandgoodserviceratingssites2023/10/241717RatingElectronicCommerceWebSite(cont’d.)UsabilitytestingHelpsmeetWebsitegoalsAvoidsWebsitefrustration失望

CustomersleavesitewithoutbuyinganythingSimplesiteusabilitychangesIncludetelephonecontactinformationStaffacallcenterLearnaboutvisitorneedsbyconductingfocusgroupsUsabilitytestingcostLowcomparedtoWebsitedesigncosts2023/10/241818RatingElectronicCommerceWebSite(cont’d.)Customer-centricWebsitedesignImportantpartofsuccessfulelectronicbusinessoperationFocusonmeetingallsitevisitors’needsPuttingcustomeratcenterofallsitedesignsFollowguidelinesandrecommendationsMakevisitors’Webexperiencesmoreefficient,effective,memorableUsabilityImportantelementofcreatingeffectiveWebpresence2023/10/241919ConnectingwithCustomersImportantelementofacorporateWebpresenceIdentifyandreachout送達(dá)tocustomersNatureofWebcommunicationPersonalcontact(prospecting)Employeesindividuallysearchfor,qualify,contactpotentialcustomersMassmedia（大眾媒體）DelivermessagesbybroadcastingAddressablemedia（可定地址媒體）AdvertisingeffortsdirectedtoknownaddresseeInternetmedium

Occupiescentralspaceinmediumchoicecontinuum2023/10/2420202023/10/24212WebMarketingStrategies

Marketingmix營銷組合ElementcombinationtoachievegoalsSellingandpromotingproductsandservicesMarketingstrategyMarketingmixwithelementsdefinedFourPsofmarketingProduct

PhysicalitemorservicesoldBrand:customers’productperception2023/10/2422WebMarketingStrategies(cont’d.)

FourPsofmarketing(cont’d.)MarketingmixpriceelementAmountcustomerpaysforproductPromotionAnymeanstospreadwordaboutproductTheissueofplace(distribution)NeedtohaveproductsorservicesavailableInmanydifferentlocationsLong-termproblemGettingrightproductstotherightplacesAtthebesttimetosellthem2023/10/2423Product-BasedMarketingStrategiesWebpresencemustintegratewithimage,brandProduct-basedorganizationManagersthinkofphysicalobjectssoldorusedCustomersthinkintermsofproductcategoriesExamplesWebofficesupplystores(Staples百貨

)/

Previousprintcatalogsales(Sears西爾斯百貨

)/

Bothexamples:OrganizedWebsitesfrominternalviewpoint公司的角度2023/10/24242023/10/2425Customer-BasedMarketingStrategiesIdentifycustomergroupssharingcommoncharacteristicsExample:SaberHoldingsFourmaingroups(withpotentialsubgroups)TechniquepioneeredonB2BsitesfirstCustomizedproductandserviceofferingsMatchcustomers’needsB2CsitesAddingcustomer-basedmarketingelementsExample:universityWebsites（較以前有改進(jìn)）Websitesdesignedwithlinksforspecificstakeholders2023/10/24263CommunicatingwithDifferent

MarketSegments細(xì)分市場CommunicationsmediaselectiontocarrymessagePhysicalworld UsebuildingconstructionandfloorspacedesignExample:Banks（高端客戶普通客戶企業(yè)個人等）OnlinefirmNophysicalpresenceCustomercontactthroughmediaandWebsiteCommunicationsmediaselectioniscritical主要的關(guān)鍵的OnlinefirmchallengeCustomertrustwithnophysicalpresence（無經(jīng)營場所）2023/10/2427Trust,Complexity,andMediaChoiceTheWebIntermediatestepBetweenmassmediaandpersonalcontactPotentialcustomerWebcommunicationOffersadvantagesofpersonalcontactsellingCostsavingsofmassmediaMassmedia OfferslowesttrustlevelCostsspreadoveranypeople2023/10/24282023/10/2429Trust,Complexity,andMediaChoice(cont’d.)ComplexitylevelinherentinproductandserviceImportantfactorinmediachoiceMassmediaProductswithfewcharacteristics,easytounderstandExpensive(delivershortmessages)言語夸張PersonalcontactHighlycomplexproductsandservicesCustomersmayaskquestions2023/10/2430Trust,Complexity,andMediaChoice(cont’d.)Web(middleground)OffersvariouselementsDelivershort,focusedmessagesEngagepotentialcustomerGivecustomersabilitytochooseinteractionlevelResistancetomassmediamessagesSuccessfulcampaignsRelyonpassivenatureofmediaconsumptionWebuseCapturebenefitsofpersonalcontactAvoidcostsinherent

固有的

inthatapproach（massmedia）2023/10/2431MarketSegmentationDividespotentialcustomerpoolintosegmentsDefinedindemographic人口統(tǒng)計的

characteristicstermsThreecategoriestoidentifymarketsegmentsGeographic地理segmentationDemographic人口segmentationPsychographic心理segmentationTelevisionadvertisersUsethreecategoriesorcombination2023/10/2432Companiestryto:MatchadvertisingmessagestomarketsegmentsBuildsalesenvironmentforaproductorserviceCorrespondstomarketsegmenttryingtoreach2023/10/2433MarketSegmentationontheWebWebopportunityPresentdifferentstoreenvironmentsonlineSteveMaddensite（

/

）

Target:young,fashion-consciousbuyersTalbotssite（

/online/home_page.jsp

）Moremuted,conservativestyleLimitationsofphysicalretailstoresFlooranddisplayspaceMustconveyoneparticularmessageWebstoresSeparatevirtualspacesfordifferentmarketsegments2023/10/2434OfferingCustomersaChoiceontheWebOne-to-onemarketingOfferingproducts,servicesmatchedtoneedsofaparticularcustomerDellOffersnumberofdifferentwaystodobusinessHomepagelinksforeachmajorcustomergroupSpecificproducts,productcategorieslinksavailableDellPremieraccountsHighlevelofcustomer-basedmarketsegmentation2023/10/24354SegmentationUsingCustomerBehaviorSamepersonRequiresdifferentproductsandservicescombinationsDependingontheoccasionBehavioralsegmentationCreationofseparatecustomerexperiencesbasedontheirbehaviorOccasionsegmentation(場合細(xì)分)Basedonthingshappeningataspecifictimeoroccasion2023/10/2436*SegmentationUsingCustomerBehavior(cont’d.)OnlineworldsingleWebsitedesignEasiertomeetneedsofdifferentbehavioralmodesElementsappealingtodifferentbehavioralsegmentsMarketresearchstudyPreferencestowarddifferentproduct,servicecombinationsWebsitefeaturesHowpreferencesaffectedbymodesofinteractionFindingPeoplewantrangeofinteractionpossibilities2023/10/2437SegmentationUsingCustomerBehavior(cont’d.)IdentifiedcommonbehaviorpatternsBrowsersVisitorsjustsurfingorbrowsingWebsite:offersomethingtopiquesvisitors’interestTriggerwordsJogvisitors’memoriesRemindvisitorsofsomethingtheywanttobuyonthesiteHavelinkstositeexplanations,instructionsIncludeextracontentrelatedtoproduct,serviceLeadstofavorableimpression(bookmark)2023/10/2438SegmentationUsingCustomerBehavior(cont’d.)BuyersReadytomakeapurchaserightawayOffercertaintyNothingwillgetinwayofpurchasetransactionShoppingcartPartofWebsiteKeepstrackofselecteditemsforpurchaseAutomatespurchasingprocessOfferslinkbackintoshoppingareaGoalGetbuyertoshoppingcartasquicklyaspossible2023/10/2439SegmentationUsingCustomerBehavior(cont’d.)ShoppersMotivatedtobuyLookingformoreinformationbeforepurchaseOffercomparisontools,productreviews,andfeatureslists2023/10/2440CustomerRelationshipIntensityandLife-CycleSegmentationOne-to-onemarketingandusage-basedsegmentationvalueStrengthencompanies’relationshipswithcustomersGoodcustomerexperiencesCreateintenseloyaltyfeelingtowardthecompany,products,servicesTypicalfive-stagemodelofcustomerloyaltySeeFigure4-62023/10/2441FirstfourstagesShowincreaseinrelationshipintensityFifthstage(separation)DeclineoccursRelationshipterminates2023/10/2442CustomerRelationshipIntensityandLife-CycleSegmentation(cont’d.)Awareness知曉Customersrecognizecompanyname,productExploration了解Customerslearnmoreaboutcompany,productsFamiliarity熟悉CustomershavecompletedseveraltransactionsAwareofreturns,creditspolicies,andpricingflexibility2023/10/2443CustomerRelationshipIntensityandLife-CycleSegmentation(cont’d.)Commitment承諾CustomerexperiencesconsiderablenumberofhighlysatisfactoryencountersDevelopsfierceloyaltyorstrongpreferenceSeparation分離ConditionsthatmaderelationshipvaluablechangePartiesenterseparationstageLife-CycleSegmentationCustomerlifecycle:(fivestages)Analyzinghowcustomers’behaviorchangesastheymovethroughstages2023/10/2444Acquisition獲得

,Conversion轉(zhuǎn)變,andRetention維系

ofCustomersGoalAttractnewvisitorstoaWebsiteAcquisitioncostTotalamountofmoneysitespends(average)todrawonevisitortositeConversionConvertfirst-timevisitorintoacustomerConversioncostTotalamountofmoneysitespends(average)toinduceonevisitortomakeapurchase,signupforasubscription,orregister2023/10/2445Acquisition,Conversion,andRetentionofCustomers(cont’d.)ConversioncostmaybegreaterthanprofitearnedontheaveragesaleRetainedcustomersReturnoneormoretimesaftermakingfirstpurchasesRetentioncostsCostsofinducingcustomerstoreturnandbuyagainImportanceofmeasuringthesecostsIndicatessuccessfuladvertising,promotionstrategiesMoreprecisethanclassifyingintofiveloyaltystages2023/10/2446CustomerAcquisition,Conversion,andRetention:TheFunnel漏斗ModelFunnelmodelConceptualtoolUnderstandoverallnatureofmarketingstrategyProvidesclearstructureforevaluatingspecificstrategyelementsVerysimilartocustomerlife-cyclemodelLessabstractBetteratshowingeffectivenessoftwoormorespecificstrategiesProvidesgoodanalogyfortheoperationofmarketingstrategy462023/10/24472023/10/24485AdvertisingontheWebEffectiveadvertisinginvolvescommunicationFive-stagecustomerloyaltymodel:helpfulincreatingmessagesAwarenessstageAdvertisingmessageshouldinform告知Exploration了解

stageMessageshouldexplainhowproduct,serviceworksEncourageswitchingbrandsFamiliaritystageMessageshouldbepersuasive勸誘2023/10/2449AdvertisingontheWeb(cont’d.)Five-stagecustomerloyaltymodel(cont’d.)CommitmentstageRemindermessagesSeparationstageNottargetedOnlineadvertisingAlwayscoordinatewithexistingadvertisingefforts2023/10/2450*BannerAdsBanneradSmallrectangularobjectonWebpageDisplaysstationaryormovinggraphicIncludeshyperlinktoadvertiser’sWebsiteVersatile多功能的

Attention-grabbingUsesanimatedGIFsandrichmediaobjectsCreatedusingShockwave,Java,FlashMarketingunit(IMU)adformatsVoluntarystandardbannersizes2023/10/2451*BannerAds(cont’d.)Leaderboard告示牌adDesignedtospanWebpagetoporbottomSkyscraperadDesignedtobeplacedonWebpagesideRemainsvisibleasuserscrollsthroughpageAdvertisingagenciesCreatebanneradsforonlineclientsPricerange:$100tomorethan$2000Companiescanmaketheirownbannerads2023/10/2452*BannerAds(cont’d.)Banneradplacement

UseabannerexchangenetworkCoordinatesadsharingSitesrunonecompany’sadCompany’ssiterunsotherexchangemembers’adsFindWebsitesappealingtocompany’smarketsegmentsPaysitestocarryadUseabanneradvertisingnetworkActsasbrokerbetweenadvertisersandWebsitesthatcarryads2023/10/2453*BannerAds(cont’d.)NewstrategiesforbanneradsBanneradswereanoveltyinitiallyTheynowhavedecreasedabilitytoattractattentionSolutionsIntroducedanimatedGIFswithmovingelementsCreatedadsdisplayingrichmediaeffects(movieclips)Addedinteractiveeffects(Javaprograms):respondtouser’sclickwithsomeaction2023/10/2454*TextAdsShortpromotionalmessageNographicelementsUsuallyplacedalongWebpagetoporrightsideSimplebutveryeffectiveExample:GoogleInitiallycriticizedforincludingobtrusiveadsonitspagesNowclearlylabelsads(topreventconfusion)InlinetextadTextinstoriesdisplayedashyperlinks2023/10/2455*OtherWebAdFormatsPop-upadAppearsinitsownwindowWhenuseropensorclosesWebpageExtremelyannoyingMustclickclosebutton(small)inwindowofadPop-behindadPop-upadfollowedbycommand(quick)ReturnsfocustooriginalbrowserwindowAd-blockingsoftwarePreventsbanneradsandpop-upadsfromloading2023/10/2456*OtherWebAdFormats(cont’d.)InterstitialadUserclickslinktoloadpageInterstitialadopensinitsownbrowserwindowInsteadofpageuserintendedtoloadManycloseautomaticallyOthersrequireusertoclickabuttonRichmediaads(activeads)Generategraphicalactivitythat“floats”overtheWebpageitself2023/10/2457SiteSponsorshipsWebsitesofferadvertisersopportunitytosponsorall(orparts)oftheirsitesMoresubtlewaytopromoteproducts,services,brandsGoalssimilartosportingeventsponsors,televisionprogramsponsorsTiecompany(product)nametoanevent(setofinformation)EthicalconcernsraisedIfsponsorisallowedtocreatecontentorweaveadvertisingmessageintosite’scontent2023/10/2458OnlineAdvertisingCostandEffectivenessWebsitesmakefavorableimpressiononpotentialcustomersRaisesissueofmeasuringWebsiteeffectivenessCostperthousand(CPM)“M”fromRomannumeralfor“thousand”DollaramountpaidforeverythousandpeopleintheestimatedaudienceMeasuringWebaudiences(complicated復(fù)雜化

)Web’sinteractivityValueofvisitortoanadvertiserDependsoninformationsitegathersfromvisitor2023/10/2459OnlineAdvertisingCostandEffectiveness(cont’d.)VisitOccurswhenvisitorrequestsapagefromWebsiteTrial嘗試visitFirsttimeaparticularvisitorloadsWebsitepage

Repeatvisits:subsequentpageloadsAdview:occursifpagecontainsanadImpression印象:eachtimebanneradloadsClick(click-through)Actionwherebyvisitorclicksbanneradtoopenadvertiser’spage2023/10/24602023/10/2461OnlineAdvertisingCostandEffectiveness(cont’d.)NewmetricstoevaluatenumberofdesiredadvertisingyieldoutcomesMeasurenumberofnewvisitorswhobuyfirsttimeafterarrivingatsiteBywayofclick-throughCalculateadvertisingcostofacquiringonecustomerontheWebComparetohowmuchitcoststoacquireonecustomerthroughtraditionalchannels2023/10/2462EffectivenessofOnlineAdvertisingOnlineadvertisingRemainsdifficulttomeasureMajorproblemLackofsingleindustrystandardmeasuringserviceSolution(2004)SetofmediameasurementguidelinesUsedbyallonlineadvertisersProducecomparableadviewnumbersDifficultiesremainSitevisitorschangeWebsurfingbehaviors,habits2023/10/24636E-mailMarketingKeyelementObtaincustomers’approvals許可Beforesendingmarketingorpromotionale-mailmessage2023/10/2464PermissionMarketing許可營銷Opt-in許可e-mail

Practiceofsendinge-mailmessagestopeoplewhorequestinformationPartofmarketingstrategy:permissionmarketingMoresuccessfulthansendinggeneralpromotionalmessagesthroughmassmediaCosteffectiveCancostlessthanonecentifcompanyalreadyhascustomer’se-mailaddress2023/10/2465CombiningContentandAdvertisingUsingarticles,newsstoriesofinteresttospecificmarketsegmentsAdvertiserssendcontentby:Usinginsertedhyperlinksintoe-mailmessagesTakescustomerstoadvertiser’sWebsitecontentInducescustomertostayonthesiteandconsidermakingpurchases2023/10/2466OutsourcingE-MailProcessingNumberofcustomerswhoopt-intoinformation-ladene-mailsCanhaverapidgrowthOutgrowcapacityofinformationtechnologystaffSolutionUsee-mailprocessingserviceprovider2023/10/24677Technology-EnabledCustomerRelationshipManagementClickstream點擊流InformationWebsitegathersaboutvisitorsTechnology-enabledrelationshipmanagementFirmobtainsdetailedcustomer’sinformationto:Setprices,negotiateterms,tailorpromotions,addproductfeatures,andcustomizeitsentirerelationshipwiththatcustomerCustomerrelationshipmanagement(CRM)Technology-enabledcustomerrelationshipmanagementElectroniccustomerrelationshipmanagement(eCRM)2023/10/2468定位2023/10/2469CRMasaSourceofValueintheMarketspaceMarketspaceCommerceintheinformationworldValuecreationrequiresdifferentprocessesFirmsuseinformationtocreatenewvalueforcustomersTrackandexamineWebsitevisitorbehaviorUsethatinformationtoprovidecustomized,value-addeddigitalproductsandservicesEarlyCRMeffortfailedOverlycomplex2023/10/2470CRMasaSourceofValueintheMarketspace(cont’d.)CurrentCRMeffortsmoresuccessfulLessambitiousinscopeLimitdatacollectiontokeyfactsCustomertouchpointAnyoccurrenceofcontactbetweencustomerandanypartofthecompanyDatawarehouseLargedatabaseContainsmultiplesourcesofinformationaboutcustomers,theirpreferences,theirbehavior702023/10/2471CRMasaSourceofValueintheMarketspace(cont’d.)Datamining(analyticalprocessing)TechniquethatexaminesstoredinformationLooksforunknown,unsuspectedpatternsinthedataStatisticalmodelingTechniquethattestsCRManalysts’theoriesaboutrelationshipsamongelementsofcustomerandsalesdata2023/10/24722023/10/24738CreatingandMaintainingBrandsontheWebBrandedproductsEasiertoadvertiseandpromoteEachproductcarriesreputationofthebrandnameValueoftrustedmajorbrandsFarexceedscostofcreatingthem2023/10/2474ElementsofBrandingThreekeybrandelementsProductdifferentiation差異ClearlydistinguishproductfromallothersRelevance關(guān)聯(lián)DegreetowhichproductoffersutilitytocustomerPerceivedvalue(keyelement)認(rèn)知價值CustomerperceivesavalueinbuyingproductBrandscanlosetheirvalueEnvironmentchanges2023/10/24752023/10/2476Emotional感性

Brandingvs.Rational理性Branding品牌創(chuàng)建Emotionalappeals感性訴求WorkwellifadtargetsinpassivemodeofinformationacceptanceTelevision,radio,billboards,printmediaDifficulttoconveyonWebActivemediumcontrolledbycustomerRationalbranding理性品牌創(chuàng)建OffertohelpWebusersinsomewayInexchangeforviewinganadReliesoncognitiveappealofspecifichelpoffered2023/10/2477BrandLeveraging延伸

StrategiesBrandleveragingExtenddominantpositionstootherproductsandservicesExamplesYahoo!A2023/10/2478BrandConsolidation整合StrategiesMarketintermediary中介ExampleDella&James:onlinebridalregistryNowWeddingC/

Createdsingleregistryconnectingtoseverallocalandnationaldepartment,giftstoresLogoandbrandingofeachparticipatingstoreFeaturedprominentlyonWeddingCsiteProvidesvaluableconsolidatingactivityforregisteringcouples,guests2023/10/2479CostsofBrandingTransferringexistingbrandstotheWebLessexpensivethancreatingentirelynewbrand1998Top100electroniccommercesiteseachspentanaverageof$8millionMarch2000MoneysupplybegandryingupCompany’sWebpresencepromotingIntegralpartofbranddevelopment,maintenanceCompany’sURLOnproductpackaging,massmediaadvertising2023/10/2480AffiliateMarketingStrategiesAffiliate關(guān)聯(lián)marketingOnefirm’sWebsite(affiliatesite)Includesdescriptions,reviews,ratings,otherinformationaboutaproductlinkedtoanotherfirm’ssite(offersitemforsale)AffiliatesitereceivescommissionForeveryvisitorfollowinglinkfromaffiliate’ssitetoseller’ssiteAffiliatesavesexpensesHandlinginventory,advertisingandpromotingproduct,transactionprocessing2023/10/2481AffiliateMarketingStrategies(cont’d.)Cause公益

marketingAffiliatemarketingprogrambenefitingcharitableorganizationVisitorclicksonlink(onaffiliate’sWebpage)DonationmadebyasponsoringcompanyPageloadsaftervisitorclicksdonationlinkCarriesadvertisingforsponsoringcompanies2023/10/2482AffiliateMarketingStrategies(cont’d.)AffiliatecommissionsPay-per-click點擊收費modelAffiliateearnscommissionEachtimesitevisitorclickslink,loadstheseller’spagePay-per-conversion轉(zhuǎn)換收費modelAffiliateearnsacommissionEachtimesitevisitorconvertedfromvisitorintoqualifiedprospectorcustomerAffiliateprogrambroker(clearinghouseormarketplace)Forsitesthatrunaffiliateprograms,wanttobecomeaffiliates2023/10/2483ViralMarketingStrategiesViral

病毒

marketingReliesonexistingcustomersTellotherpeople(prospectivecustomers)aboutproductsorserviceUseindividualcustomerstospreadthewordaboutacompanyExample:BlueMountainArtsElectronicgreetingcardsE-mailmessagesthatincludelinktogreetingcardsite2023/10/2484ViralMarketingStrategies病毒式營銷定義病毒和營銷有什么關(guān)系呢？病毒式營銷鼓勵個體之間相互傳遞營銷信息，從而通過信息的曝光和影響創(chuàng)造指數(shù)級增長的策略。正如病毒一樣，這種策略利用快速繁殖將信息爆炸式地傳遞給成千上百萬人。病毒式營銷被用來指“口碑（word-of-mouth），制造熱點（creatingabuzz），整合媒體（leveragingthemedia），網(wǎng)絡(luò)營銷（networkmarketing）?！?/p>

2023/10/2485ViralMarketingStrategiesH的經(jīng)典案例

病毒式營銷經(jīng)典的案例要算首批免費電子郵件提供商之一。他們的策略很簡單：

1.贈送免費電子郵件地址服務(wù)

2.在每封電子郵件下面加個標(biāo)簽：“從/得到個人免費郵箱。”

3.等人們給自己的朋友圈同事圈發(fā)郵件的時候，就可以撤了

4.人們看到消息

5.注冊自己的免費電子郵件服務(wù)

6.把消息發(fā)給自己不斷擴大的朋友圈和同事圈2023/10/2486ViralMarketingStrategies病毒式營銷策略的要素1.贈送產(chǎn)品或服務(wù)2.讓別人毫不費力地傳播3.輕而易舉地由小做大4.利用共同動機和行為5.利用現(xiàn)有溝通網(wǎng)絡(luò)6.利用別人的資源

2023/10/2487ViralMarketingStrategies2.讓別人毫不費力地傳播承載營銷信息的媒介必須易于傳播和復(fù)制：電子郵件，網(wǎng)址，圖片，軟件下載。病毒式營銷在網(wǎng)上大行其道的原因就在于即時通訊越來越容易，成本越來越低。簡化營銷信息，以便易于傳播并且不會變質(zhì)。6.利用別人的資源病毒式營銷會利用別人的資源達(dá)到目的。比如，合作聯(lián)盟項目在別人的網(wǎng)站上放置文本或圖片。免費提供文章的作者希望把文章放到別人的網(wǎng)頁上去。一則新聞可能被數(shù)百家雜志選擇，并構(gòu)成了