Chapter 6 Flashcards
What are the key features of the Internet audience?
- Number of users online
- The intensity and scope of use
- The type of Internet connection
- The community effects
What are the five stages in the consumer decision process?
- Awareness of need
- Search for more information
- Evaluation of alternatives
- Actual purchase decision
- Post-purchase contact with the firm
What differs the online consumer decision process from the normal one?
The addition of two new factors: Web site and mobile platform capabilities; and consumer clickstream behavior
What are the basic digital commerce marketing and advertising strategies and tools?
- Website
- Search engine marketing and advertising
- Display ads
- E-mail marketing
- Lead generation
- Affiliate marketing
- Viral marketing
- Social marketing and advertising
- Mobile and local marketing and advertising
- Multi-channel marketing
- Customer retention techniques
- Online pricing strategies
What is search engine marketing and advertising?
Firms paying search engines for inclusion in the index
What is lead generation marketing?
Using multiple e-commerce presences to generate leads for businesses
What is Multi-channel marketing?
Combines online and offline marketing efforts. Typically the most effective marketing
What are the main technologies that support online marketing? describe them short
- Web transaction logs
- Tracking files (cookies)
- Databases, data warehouses, data mining and profiling (identifies the customer)
- CRM systems (know the customer - generates a file for customers)
What key terms correspond with evaluations of online marketing? describe them short
- Impressions (number of times an ad is served)
- Click-through rate (number of times an ad is clicked)
- View-through rate (30-day response rate to an ad)
- Hits (https requests)
- Page views
- Stickiness (time spent on site)
- Unique visitors
- Loyalty (% of purchasers returning in a year)
- Reach (% of total consumers in a market who will visit)
- Recency (number of days inbetween visits)
- Acquisition rate (% registering or visiting product pages)
- Conversion rate (% visitors purchasing something)
What does CPM, CPC, eCPM and CPA stand for?
Cost Per Thousand, Cost Per Click, Effective cost-per-thousand and Cost Per Action
What does Search engine marketing stand for? (SEM)
The use of search engines to build and sustain brands
What does search engine optimization stand for? (SEO)
Techniques to improve the ranking of Web pages generated by search engine algorithms
Give som examples of offline and online marketing
Offline - print media, tv, radio
Online - email, social media, Search engines
What is Network Effects?
When a product’s alum is determined by how many others that are using the system. For example Facebook, Smartphone
