exam 2 ch. 14 Flashcards
interactivity
listen and respond to customers
individuality
treat customers as individuals
interactive marketing
two-way buyer/seller electronic communication in a computer environment, where the buyer controls the kind and amount
Choice-board
interactive, internet enabled system, allows customers to design their own products and services by answering questions and choosing from a menu of product
collaborative filtering
automatically groups people with similar buying intentions, preferences, and behaviors/ predict future purchases
Personalization
consumer-initiated practice; generate content on a markers website that is customized to specific needs
Permission Marketing
consumers consent to (“opt in”) to receive emails
7 key design elements
context, content, customization, connection, communication, community, commerce
Context
appeal and functional look
Content
all digital info
Customization
ability to modify
Connection
link btwn other sites
Communication
dialogue btwn site and consumer
Community
user-to-user communication
commerce
conduct sales transactions
online consumers
internet users who are likely to purchase (i.e. educated younger, more affluent)
Why buy online?
- Items w/ important product info
- items that can be delivered digitally
- Unique and special items
- Regularly purchased items
- Standard items where price is important
Cross channel consumer
Shops online - buys offline
Shops offline - buys online
Showrooming
shops in stores that buys online
webrooming
shops online and buys in store
3 steps in multichannel marketing
- Document cross-channel behavior
- Employ mutually reinforcing communication and delivery channels
- Monitor and measure performance
