Ch 18 - Implementing Interactive and Multichannel Marketing Flashcards
Describe what interactive marketing is and how it creates customer value, customer relationships, and customer experiences.
Interactive marketing involves two-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. It creates customer value by providing time, place, form, and possession utility for consumers. Customer relationships are created and sustained through two unique capabilities of Internet technology: interactivity and individuality. From an interactive marketing perspective, customer experience represents the sum total of the interactions that a customer has with a company’s website, from the initial look at a home page through the entire purchase decision process. Companies produce a customer experience through seven website design elements. These elements are context, content, community, customization, communication, connection, and commerce.
Explain why certain types of products and services are particularly suited for interactive marketing.
Certain types of products and services seem to be particularly suited for interactive marketing. One category consists of items for which product information is an important part of the purchase decision, but prepurchase trial is not necessarily critical. A second category involves items for which audio or video demonstration is important. A third category contains items that can be digitally delivered. Unique items represent a fourth category. A fifth category includes items that are regularly purchased and where convenience is very important. A final category consists of highly standardized items for which information about price is important.
Describe why consumers shop and buy online and how marketers influence online purchasing behavior.
There are six reasons consumers shop and buy online. They are convenience, choice, customization, communication, cost, and control. Marketers have capitalized on these reasons through a variety of means. For example, they provide choice assistance using choiceboard and collaborative filtering technology, which also provides opportunities for customization. Company-hosted web communities and viral marketing practices capitalize on the communications dimensions of Internet-enabled technologies. Dynamic pricing provides real-time responses to supply and demand conditions, often resulting in lower prices to consumers. Permission marketing is popular given consumer interest in control.
Define cross-channel shoppers and the role of transactional and promotional websites in reaching these shoppers.
A cross-channel shopper is an online consumer who researches products online and then purchases them at a retail store. These shoppers are reached through multichannel marketing. Websites play a multifaceted role in multichannel marketing because they can serve as either a delivery or communication channel. In this regard, transactional websites are essentially electronic storefronts. They focus principally on converting an online browser into an online, catalog, or in-store buyer using the website design elements described earlier. On the other hand, promotional websites serve to advertise and promote a company’s products and services and provide information on how items can be used and where they can be purchased.
behavioral 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.
bots
Electronic shopping agents or robots that comb websites to compare prices and product or service features.
choiceboard
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 filtering
A process that automatically groups people with similar buying intentions, preferences, and behaviors and predicts future purchases.
cookies
Computer files that a marketer can download onto the computer and mobile phone of an online shopper who visits the marketer’s website.
cross-channel shopper
An online consumer who researches products online and then purchases them at a retail store.
dynamic pricing
The practice of changing prices for products and services in real time in response to supply and demand conditions.
eight-second rule
A view that customers will abandon their efforts to enter and navigate a website if download time exceeds eight seconds.
interactive marketing
Two-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.
permission marketing
The solicitation of a consumer’s consent (called “<i>opt-in</i>”) to receive e-mail and advertising based on personal data supplied by the consumer.
personalization
The consumer-initiated practice of generating content on a marketer’s website that is custom tailored to an individual’s specific needs and preferences.
