Chapter
Fourteen
Roadmap:
Previewing the Concepts
1. Discuss how the digital age is affecting both consumers and the marketers who serve them.
2. Explain how companies have responded to the Internet and other powerful new technologies with e-business strategies, and how these
strategies have resulted in benefits to both buyers and sellers.
3. Describe the four major e-marketing domains.
Background
Began selling books; now
markets many other merchandise lines.
One of the best known
names on the Web.
Sales have been strong
but firm did not turn a profit until 2003.
Amazon.com – Online Pioneer
Amazon.com – Online Pioneer
Case Study
Case Study
Marketing Efforts
Customer-driven: strives to
design the best customer experience on the Web.
Personalized sign-on pages
and recommendations,
Forces Shaping the Digital Age
Digitalization andConnectivity – Intranets
• connect people within a company.
– Extranets
• connect a company with its suppliers, distributors, and outside partners.
Forces Shaping the Digital Age
Internet Explosion
– Explosive worldwide growth forms the heart of the New Economy.
– Increasing numbers of users worldwide,
and broadband users in the U.S.
– Greater numbers of consumers are accessing information on the Internet.
Marketing Strategy in the
Digital Age
Requires a new model for marketing
strategy and practice.
Companies need to retain old skills and
E-Business in the Digital Age
Involves the use of electronic platforms
to conduct company business.
– Web sites for selling and customer relations.
– Intranets for within-company
communication.
E-Commerce in the Digital Age
More specific than e-business.
Involves buying and selling processes
supported by electronic means, primarily the Internet.
Includes:
– e-marketing
E-Marketing in the Digital Age
The marketing side of e-commerce.
Includes efforts to communicate about,
promote, and sell products and services over the Internet.
E-purchasing is the buying side of
e-commerce.
– It consists of companies purchasing
Benefits to Buyers
Convenience.
Buying is easy and private.
Provides greater product access and
selection.
Provides access to comparative
information.
Benefits to Sellers
Powerful tool for building customer
relationships.
Can reduce costs.
Can increase speed and efficiency.
Offers greater flexibility in offers and
programs.
E-Marketing Domains
Business to Consumer (B2C)
The online selling of goods and
services to final consumers.
– Expected to generate $316 billion in 2010, or 13% of retail sales.
– There is increasing diversity in buyers.
• This provides increasing opportunities for targeting markets.
Business to Business (B2B)
B2B sales dwarf B2C sales:
– B2B e-commerce was nearly $4 trillion in 2003.
– Uses trading networks, auction & barter sites, spot exchanges, online product catalogs, and more.
Most major B2B marketers offer online
product information, purchasing, and support. Open trading exchanges:
Consumer to Consumer (C2C)
Occurs on the Web and includes a wide
range of products and services.
– Auction sites such as eBay offer
marketplaces to buy or exchange goods. – Blogs and forums facilitate information
interchanges.
• Blog: online journals where people post thoughts on a narrowly defined topic.
Consumer to Business (C2B)
Consumers can search out sellers,
view offers, initiate purchases, and give feedback.
– Example: on priceline.com, one can bid for airline tickets, hotel rooms, etc., and
Click-Only Companies
E-tailers
Search engines and portals Shopping comparison sites Internet service providers Transaction sites
Reasons for dot.com Failures
Poor research or planning.
Relied on spin and hype instead of
marketing strategies.
Spent too heavily on brand identities. Devoted too much effort to acquiring
Click-and-Mortar Companies
Established firms initially resisted adding
Web sites because of channel conflict and
cannibalization concerns.
Risk of online competition forced firms to
become click-and-mortar companies. Most are now doing better than click-only
companies because of:
– Trusted brand names and more resources
– Large customer bases
– More knowledge and experience
Online Marketing
Creating a Web site
Placing ads and promotions online Setting up and participating in Web
communities
Types of Web Sites
Corporate Web Site:
Designed to build customer goodwill
and supplement other sales channels.
– Offers information to customers.
– Builds closer customer relationships.
Types of Web Sites
Marketing Web Site:
Engages consumers in an interaction
that moves them closer to a direct
purchase or other marketing outcome.
– May include catalogs, shopping tips,
Designing Attractive Web Sites
The 7 Cs of Effective Web Site Design:
– Context
– Content
– Community
– Customization
– Communication
– Connection
– Commerce
Online Ads
Forms of online advertising:
– Banner ads:
• Tickers (move across the screen)
• Skyscrapers (tall, skinny ads at the side of a page)
• Rectangles (boxes that are larger than a banner)
Online Promotion
Forms of online promotion:
– Content sponsorships (sponsoring special content)
– Microsites (limited areas paid for by an
external company)
– Alliances and affiliate programs (work with firms to promote each other)
word-The Future of Online Advertising
May grow to 10-15% of media mix for
low-involvement product categories.
Web communities:
– Allow members to congregate online and exchange views on issues of interest.
E-mail:
– Use of “enriched” e-mail messages.
E-Commerce Problems and
Challenges
Likely that online marketing will remain
a technique working with full IMC mix.
Internet profitability remains
problematic for B2C firms.
Navigation difficulties continue as the
number of Web sites grows.
Dot.com retailers are facing growing
Legal and Ethical Issues
Online privacy Online security Internet fraud
Segmentation and discrimination
Access by vulnerable or unauthorized
Rest Stop:
Reviewing the Concepts
1. Discuss how the digital age is affecting both consumers and the marketers who serve them.
2. Explain how companies have responded to the Internet and other powerful new technologies with e-business strategies, and how these
strategies have resulted in benefits to both buyers and sellers.
3. Describe the four major e-marketing domains.