網(wǎng)絡(luò)營銷技術(shù)

1Chapter4

MarketingontheWeb2024/11/912FourPsofmarketing:

Product Price Promotion Place4.1WebMarketingStrategies34.1WebMarketingStrategies2024/11/93Product-BasedMarketingStrategiesCustomer-BasedMarketingStrategies44.1.1Product-BasedMarketingStrategiesBusinessissellingproductsandservices.54.1.2Customer-BasedMarketingStrategiesIdentifygroupsofcustomerswhosharecommoncharacteristics.64.2TrustandMediaChoiceMassMediaTheWebPersonalContactFirst: IdentifyCustomer;Second: SelectionofCommunicationmediaTrust74.2TrustandMediaChoicePeoplearelikelyignoreorfeeltiredaboutthemassmedia.RemotecontrolofTV.Inapassivestateofmind,evaluatemessagesIncontrast,webusersarefarmorelikelyinthatmind.Blogetc.(Web2.0)84.3CommunicatingwithDifferentMarketSegmentsMarketSegmentationMarketSegmentationontheWebOfferingCustomersaChoiceontheWeb94.3.1MarketSegmentationGeographicsegmentationDemographicsegmentationPsychographicsegmentation104.3.2MarketSegmentationontheWebPresentdifferentstoreenvironmentsonline.Allowcustomercreatetheirownstores.114.3.3offeringcustomersachoiceontheWeb124.4BeyondMarketSegmentation:CustomerBehaviorandRelationshipIntensityBehavioralsegmentation:thecreationofseparateexperiencesforcustomersbasedontheirbehavior.Usage-basedmarketsegmentation:customizingvisitorexperiencestomatchthesiteusagebehaviorpatternsofeachvisitorortypeofvisitor.134.4BeyondMarketSegmentation:CustomerBehaviorandRelationshipIntensity144.4BeyondMarketSegmentation:CustomerBehaviorandRelationshipIntensity154.4BeyondMarketSegmentation:CustomerBehaviorandRelationshipIntensityWEBMINING(Web挖掘)數(shù)據(jù)挖掘（DataMining)164.4.1SegmentationUsingCustomerBehaviorCustomerbehaviormayindifferentwaysatdifferenttimes.Behavioralsegmentation.(occasionsegmentation)BrowserBuyerShopper17考慮他們?nèi)绾稳ギa(chǎn)生收益是一個好方法來思考電子商務(wù)。P107第一句。P107….模式。。。和免費(fèi)模式。收費(fèi)模式；參差不齊；18P147第6點(diǎn)：了解管理這家公司的人事組織。獲得總體的信息關(guān)于公司或組織。P147第五點(diǎn)，第六點(diǎn)。保單。P147第3點(diǎn)。（英語翻譯，前后倒裝)19P151第三點(diǎn)：夸張的市場報告；（膨脹的?）（通貨膨脹的)P151第八點(diǎn)：測試可見度被監(jiān)聽在很小的范圍。？？？，航海標(biāo)志控制；航行管制；文本知名度較??；P151第九點(diǎn)：削弱訪問者的視覺；削弱色盲的瀏覽者的視力；P151第十點(diǎn)：通過各種類型的站點(diǎn)帶領(lǐng)可用的試驗(yàn)來可能給使用者導(dǎo)航。性能實(shí)用性測試由站點(diǎn)用戶駕馭通過幾個站點(diǎn)的版本。由潛在網(wǎng)站用戶對網(wǎng)站的幾個版本的瀏覽來進(jìn)行可用性測試。P151第七點(diǎn)：導(dǎo)航控件。避免使用專業(yè)術(shù)語，游客可能不明白。做網(wǎng)站時要為游客著想。204.4.1SegmentationUsingCustomerBehaviorSimplifiersSurfersBargainersConnectorsRoutinersSportsters214.4.2CustomerRelationshipIntensityandLife-CycleSegmentationAwarenessExplorationFamiliarityCommitmentSeparation224.4.3Acquisition,Conversion,andRetentionofCustomersAcquisitioncost.Conversioncost.Retentioncost.234.4.4CustomerAcquisition,Conversion,andRetention:TheFunnelModelThewiderthebottomofthefunnel,thebetterthestrategy:Thatmeans:Themoreprospectsaregoingtobeconvertedintoloyalcustomers.Thefunnelmodelcanbeusedinplanningmarketingstrategiesbycomparingtheprojectedresultsshowninthediagramwiththeresultsforalternativestrategiesshowninseparatediagrams.Thefunnelmodelcanbeusedinplanningmarketingstrategiesbycomparingtheprojectedresultsshowninthediagramwiththeresultsforalternativestrategiesshowninseparatediagrams.漏斗模型可以被用來通過比較在流程圖里顯示的預(yù)計(jì)結(jié)果和在不同流程圖里顯示其他策略的結(jié)果的區(qū)別來進(jìn)行營銷策略的計(jì)劃。漏斗模型可以被用來通過比較在流程圖里顯示的預(yù)計(jì)結(jié)果和在不同流程圖里顯示其他策略的結(jié)果來進(jìn)行營銷策略的計(jì)劃。244.5AdvertisingontheWebAwareness:newproduct(improvementproduct);Exploration:encourageswitchingtothatbrand.Familiarity:purchasespecificproductsorreceive salespersonscalls.Commitment:remindermessages.Separation:N/A254.5.1BannerAds264.5.1BannerAdsin threedifferentways.Useabannerexchangenetwork.Placeonthewebsitesthatappealtooneofthecompany’smarketsegmentsandpaythem.Useabanneradvertisingnetwork.Web2.0concept.(Adsense).27MeasuringBannerAdCostandEffectivenessMeasuringmassmedia:measuredbyestimatesofaudiencesize,etc.(收視率).CPM=costperthousand.Measuringwebaudiences:Trialvisitrepeatvisitspageviewadview28FourWaystoIncreaseBannerAdEffectivenessIntroduceanimatedGIFswithmovingelements.Displayrichmediaeffects,suchasmovieclips.Createbanneradsthatappeartobedialogboxes.DesignSkycraperad294.5.2OtherWebAdFormatsPop-upadsPop-behindadsInterstitialadsRichmediaads/activeads30AbanneradinMSN,Yahoocosts$500,000perdayBusinessWeek

Mousefocus.Brainwaves(eyemoves).314.5.3SiteSponsorshipsBwin(onlinegambling)MilanMotorola，pepsi

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BoysAcer

JingLeiXu’sblog324.5.4EffectivenessofOnlineAdvertisingProperlytargeted.usingE-mailadvertising.334.6E-MailMarketingAkeyelementistoobtaincustomers’approvalsbeforesendingthemanye-mailthatincludesamarketingorpromotionalmessage.344.6.1PermissionMarketingConversionrate.Percentageofrecipientswhorespondtoanadorpromotion.Conversionrates/click-throughratesSende-mailstorespondedrecipients.354.6.2CombiningContentandAdvertisingCombinecontentwithe-mail.(hyperlinksine-mail,interestedmessages.Coordinateacrossmediaoutlets.Consistentwithe-mailad,pressreleases,mediaads,etc.364.6.3OutsourcingE-MailProcessing外包電子郵件處理業(yè)務(wù)374.7Technology-EnabledCustomerRelationshipManagementClickstream.Technology-enabledrelationshipmanagement384.7.1CRMasaSourceofValueintheMarketspaceValuechainmodel.Howinformationbeasourceofvalue?Trackandexaminethebehaviorsofvisitors,andusethatinformationtoprovidecustomized,value-addeddigitalproductsandservicesinthemarketspace.Findinformationeasilycustomizeinformationencouragethecustomertobuy.394.8CreatingandMaintainingBrandsontheWeb404.8.1ElementsofBrandingDifferentiation.Relevance.Perceivedvalue.414.8.2EmotionalBrandingvs.RationalBrandingEmotionalbrandingtraditionalmediapassivemodecustomers.Rationalbrandingwebmediaactivemodecustomers424.8.3BrandLeveragingStrategiesGoogle:Searchengine.E-mail.gmailInstantMessenger.gmailMaps.googlemapVideo(youtube).onlineoffice(word,excel.calendar).Photomanagement.picasaInputmethods.Adsence.Googlecheckout.Onlinebanking.Androidmobile.Opensourceprojects.

4344Alibaba.ABtoBTaobaoCtoCAlimama.PaidcommercialadsAlipay.O